Brand Management

Topics: Brand, Marketing, Brand management Pages: 20 (5434 words) Published: June 8, 2013
BRAND IMAGE AND BRAND LOYALTY

Muhammad Shafiq Gul[1]*, Dr Farzand Ali Jan**
Dr Qadar Baksh Baloch
Muhammad Faheem Jan*** & Muhammad Farooq Jan****

Abstract
This study was conducted to determine the level of brand loyalty and image, to examine interactive role of those factors that determines brand image and loyalty, to determine level of brand loyalty and image of Toyota car users and to suggest measures for developing brand loyalty in district Peshawar. The data was collected through questionnaire from a sample of 100 Toyota car users that were selected through convenience sampling method. The results were analyzed on the basis of Chi-Square (x2) test to determine the differences among the group factors. The study on the basis of the results of the test statistics showed that Brand Image and Loyalty was highly insignificant with age group, level of education, point of purchase and repeat purchase duration. While it was observed by the results of the test statistics that brand image and loyalty was highly significant with brand choice of Toyota, level of satisfaction of the use of product, different feature of the product, coloring scheme of Toyota brand, the repeat purchase frequency of the product in contact and different societal factors associated with the product. The study recommended that the Toyota if want to remain on the top is required to adopt a lean and green marketing strategy against its main competitors, Toyota management should focus on consumer satisfaction, Toyota must beware of arrogance. The study also recommends that for Toyota, it is important to be able to establish supply chain management systems.

Keywords: Brand Image, Brand Loyalty, Toyota, Car users.
Introduction
Automotive industry in Pakistan has shown a glooming era in recent years. These trends have necessitated the industry to customize their process for developing brand image and loyalty. Purchasing a car is a complex buying behavior phenomena in consumer purchasing decision making process. In the automotive industry, global consolidation, flat-to-depressed vehicle demand, declining loyalty, and overcapacity issues are leading to fierce competition that is resulting in lower prices and eroding profit margins. Automotive manufacturers are scrambling to offer more features at lower costs and coupling them with the most attractive financing options offered to consumers in years. Likewise, consumers are better informed than ever before and in a much more powerful negotiating position. Furthermore, they’ve become accustomed to quick results and individualized attention, thanks in part to the immediacy the internet has provoked in other industries.

Clive et al. (2003) stated that, the automotive industry, accustomed to addressing customer expectations with a response that calls for meeting average rather than specific customer demand, finds itself unable to respond adequately to raised customer expectations and individual demands. To fill the gap between what customers want and what has actually been produced, the manufacturers hold a large supply of vehicles in inventory – to give the customer a so-called choice of make, color, and options packages – and rely on ever more costly sales incentives to help boost demand. While these initiatives promise cost savings and faster response to the individual customer, they fail to address the entire customer lifecycle ownership experience. To foster brand loyalty, vehicle manufacturers must now work to improve the customer experience by adopting state-of-the-art, proven customer relationship management systems and processes. Athar, (2006) mentioned that for automotive industry in Pakistan, there are a lot of brand choices of passenger car to compare and evaluate before making a purchase decision. With the severe competition among the car companies. It is very critical to understand the customer requirement and provide the products that satisfy the customer needs and lead them to...

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