| Summary: | Consumers are exposed to a wide variety of products with each carrying its own
brand name. In order to simplify the purchase decisions, consumers develop
regular purchasing patterns commonly known as brand loyalty.
Brand loyalty is very important to marketers as an understanding of the
underlying constructs will enable marketers to retain brand loyal customers, as
well as minimise brand switching tendencies of their customers.
The objective of this study is to investigate the differences between car
purchasers who are brand loyal and those who are non-brand loyal. The
demographic characteristics, attitudes and perception of the consumers towards
product attributes and dealer attributes, search activities, and the timing of
replacement will be examined.
To achieve the stated objective, a primary research was carried out.
Questionnaires were administered to a sample of 200 car owners whose most
recent purchase is a first-hand car and who have owned at least one other car
before.
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