Analysis of brand loyalty for consumer durables - cars
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 underlyin...
| Main Author: | |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64355 |
| _version_ | 1811694411374919680 |
|---|---|
| author | Chia, Huey Sim |
| author2 | Tan William |
| author_facet | Tan William Chia, Huey Sim |
| author_sort | Chia, Huey Sim |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T07:07:09Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/64355 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:07:09Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/643552023-05-19T05:41:37Z Analysis of brand loyalty for consumer durables - cars Chia, Huey Sim Tan William Nanyang Business School DRNTU::Business 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. BUSINESS 2015-05-26T03:58:34Z 2015-05-26T03:58:34Z 1993 1993 Final Year Project (FYP) http://hdl.handle.net/10356/64355 en Nanyang Technological University 145 p. application/pdf |
| spellingShingle | DRNTU::Business Chia, Huey Sim Analysis of brand loyalty for consumer durables - cars |
| title | Analysis of brand loyalty for consumer durables - cars |
| title_full | Analysis of brand loyalty for consumer durables - cars |
| title_fullStr | Analysis of brand loyalty for consumer durables - cars |
| title_full_unstemmed | Analysis of brand loyalty for consumer durables - cars |
| title_short | Analysis of brand loyalty for consumer durables - cars |
| title_sort | analysis of brand loyalty for consumer durables cars |
| topic | DRNTU::Business |
| url | http://hdl.handle.net/10356/64355 |
| work_keys_str_mv | AT chiahueysim analysisofbrandloyaltyforconsumerdurablescars |