We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project.
We would like to express our gratitude towards member of (institute name) for their kind co-operation and encouragement which help us in completion of this project.
Our thanks and appreciation also goes to all the respondents who took time to fill the questionnaires and helped us out with their abilities.
Statement of the problem
Background of the Problem
Purpose of the Study
Setting for the Study
Definition of Terms
Factors of Brand Loyalty
Grass roots marketing
Research Questions Analysis
Statement of the Problem
This study focuses on various aspects of building brand loyalty towards youth consumers and how current marketing strategies in the clothing company industry are used. Typically marketing and public relations professionals have used branding and mass media as a way to increase visibility of a brand allowing them to stand out and create loyalty to said brand. Brand is an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values, which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition. Brand awareness is the ability to identify the brand under different conditions and it consists of brand recognition and brand recall. It is important as it can increase the likelihood of the brand being part of, and selected from, a consideration set and ultimately strengthens brand associations and the resultant brand image. A wide variety of programs have been developed and implemented to increase customer loyalty. The majority of these programs target customers' functional and economic benefits (e.g. price-discounts, coupons, mileage programs, etc.). However, these types of loyalty programs are necessary but not a sufficient condition to simultaneously increase multifaceted customer loyalty. Increasing customer loyalty entirely requires a customized marketing strategy that varies by each different type of loyalty. By using a type of grass roots consumer marketing as opposed to mass media marketing a longer lasting brand loyalty can be built with youth consumers.
Background of the Problem
The existing literature regarding grass roots marketing in regards to brand loyalty is relatively minimal. It mainly focuses on the benefits of branding through the use of mass media marketing. The literature is also lacking in the area of targeting youth consumers with grass roots marketing efforts and the benefits that are possible in creating brand loyalty. The importance of reaching children at a young age with specific tactics to build brand loyalty is huge. It is suggested that decision-making skills emerge throughout childhood and that brand reliance is firmly established in children as young as two years old. Brands provide firms with an opportunity to distinguish their product offerings and provide consumers with information about the product, particularly quality and self-identity. Youth consumers are searching to build their self-identity and brands can capitalize on that. Although significant research into adult buying behaviour and branding does exist, it is not appropriate to assume that this can be...
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