Consumer 's Decision Dilemma And Brand Loyalty

The purpose of this research is to investigate the idea of choice in a marketing context, if there is such a thing as a choice and if so, what does the idea of loyalty amount to in terms of suspended will by way of instilling into a consumer the sense of loyalty towards a brand, a product or a service and the factors that are responsible for brand loyalty especially in the Nigerian Sugar Refineries. Previous research had shown that product quality has an effect on brand loyalty but there is still little or no literature discussing the extent to which product quality influences brand loyalty and none of the product quality models adopted for the Nigerian market. The qualitative and quantitative research methods were used; interviews were conducted on four Dangote Sugar Refineries personnel

Brand design plays a crucial role on the customers’ purchasing decision. The brand design is the tool to promote a product by any organisation that can either attract the customers or resist them to buy the product. The chosen topic is considered to evaluate the importance of branding for any product in UK and US. As opined by Kapferer (2012, p.76), Brand Design is important when trying to market a new product or service in the market, which is new or already exists.

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

Jaworski (2003), the process of purchase could be divided into three sections: pre-purchase, purchase and post-purchase. Authors claim that every part of purchase process is important because it is a complex action. Firstly, when a decision to buy a product is made, personal evaluation of product purchase process begins. Consumer starts collecting information regarding the criteria that determines the choice of the product and the location where the purchase is to be made. The question about loyalty to the brand is raised as well when it comes to utility of the product and service that the customer receives on purchase day. According to D. Schultz (2005), a satisfied customer will demonstrate the loyalty to the brand in a way that shows the willingness to repeat the purchase and provide positive comments to the social groups using word-of-mouth technique. The product brand itself and its importance to the client is included in purchase decision making as well.

At the bottom of this pyramid lies the indifferent consumer with no brand loyalty. Each brand is perceived to be sufficient, yet the specific brand plays little to no role in the purchase decision. Convenience or a sales promotion is a larger factor when purchasing. On this bottom section, the consumer can be labeled a price buyer. Next, there are buyers that are not dissatisfied with product. There is not a large enough reason to stimulate change, especially if the change will result in effort. This section is termed habitual buyers. They are vulnerable to competition that offers an obvious benefit for switching. However, this section is not looking for alternative options; therefore, they might be hard to reach for competitors (Kombrabail, 2009). Next is the satisfied buyer,

brand which buyers can identify with (Chitty et al. 2012). This methodology is basic as there is little separation between the real item components of Coke Zero and its immediate rivals.

The automotive industry is a highly competitive market where brand loyalty is only as strong as the latest gizmo and horsepower upgrade. The automotive assembly process, perfected by Henry Ford, was based on the simple principle that “customers can order a Model T in any color they wanted as long as it was black.” After the 1920’s the market witnessed new entrants with unheard of automobile features that ended Ford’s golden age. New automakers such as Buick, Chrysler, and Oldsmobile offered customers varying colors and styles that propelled sales. The automotive industry has grown in the United States from 4192 automobiles on the road in 1900 to 204 million in 2003. In an effort to regain brand loyalty Ford has embarked on an ambitious

The multiple regression analysis was adopted to test the relationship and the influence of the independent variable: brand awareness, perceived quality, and brand association, the mediator variable: marketing campaign and the dependent: brand loyalty. From the table IV was shown the regression analysis in the Enter method which in the first model set brand awareness, perceived quality, and brand association as the independent variable into the equation. The second model is marketing campaign enters into the equation with the mediation. The result found Model 1 has R = .691, R Square = .477, that mean the independent variables has the relationship with the dependent variable and can predicted the relationship at 47.7 %. F = 120.387 (p 2.0),

The purpose of this research is to investigate the idea of choice in a marketing context, if there is such a thing as a choice and if so, what does the idea of loyalty amount to in terms of suspended will by way of instilling into a consumer the sense of loyalty towards a brand, a product or a service and the factors that are responsible for brand loyalty especially in the Nigerian Sugar Refineries. Previous research had shown that product quality has an effect on brand loyalty but there is still little or no literature discussing the extent to which product quality influences brand loyalty and none of the product quality models adopted for the Nigerian market. The qualitative and quantitative research methods were used; interviews were conducted on four Dangote Sugar Refineries personnel

As a company, customer mentality is important for them to affect the volume of business. Brand loyalty is one of related issues of customer purchasing choices. FOONG YEE and YAHYAH (2008) stated that many companies, especially those in the sportswear industry try to enhance brand loyalty among their customers.

In general, brand loyalty is understood to describe the characteristics of those consumers who have a strong commitment to a brand, because they view that brand as being more satisfactory than the alternatives and this evaluation is reinforced through repeated use (Jonna, 2001). The literature is quite clear on what brand loyalty means; however, there are differences of opinion on its measurement. The instrumental conditioning perspective views behavioral measures such as actual purchase patterns as being the best indicators of brand loyalty. This line of research maintains that brand loyalty develops from the positive reinforcement received from trying a brand and being satisfied with it, which leads to repeat purchase (Jonna, 2001). The problem is that behavioral measures cannot distinguish between actual brand loyalty (i.e., affect for the brand) and “spurious” repeat purchase patterns that may result from convenience, availability, inertia, or other factors. The cognitive school proposes that only measures of a consumer’s mental processes and beliefs can make the distinction between actual brand loyalty and spurious behavior (Day, 1969; Lutz & Winn, 1974). From this perspective, brand loyalty is the result of the consumer’s search and attributes evaluation process, which leads to beliefs of brand appropriateness or superiority and repeat purchase. An example of this is the

The main concept of brand loyalty has been approached from three different factors which is behavioral, attitudinal and composite loyalty. The researchers have their own assumption or known as behavioral view which they assume that the loyalty of a guest toward a brand is based on the repeat transactions occur. The study of O’Malley (1988) show that this approach provides a more realistic picture on how well the brand is performing compare to other competitors. However, this approach have been criticized because unable to differentiate between spurious loyalty and true loyalty.

Aaker (1991) defines brand loyalty as ‘the attachment that a customer has to a brand’. Two different levels of loyalty are classified: behavioural and cognitive loyalty (Keller, 1998). Behavioural loyalty can be indicated by a number of repeated purchases (Keller, 1998). Cognitive loyalty refers to the consumers’ intention to buy the brand as the first choice (Keller, 1998; Yoo and Donthu, 2001). Another indicator of loyalty is the customer’s willingness to pay higher price for a brand in comparison with another brand offering similar benefits (Aaker, 1996).

When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has known as a brand management (Hislop, 2001). For

The main purpose of this research dissertation is to analyse brand perception on customers and their buying behaviour within automobile industry. Brand perception is notably related with the experiences of customers related with the product, service or company which produce and deliver the product or service (Kervyn, Fiske & Malone, 2012). In other words, brand perception can be shaped through the practical experiences such as: speed, quality, reliability and availability, along with the emotional experiences such as: good feeling, improvement of performance at home or at job or making life more easy and happy. Customers associate these practical and emotional experiences with the