ANALYSIS OF CONSUMER BEHAVIOUR Name of the University Author

The study that is based on the methodological nature of the research is provided with the help of the descriptive questionnaire which was collected from 189 women using lipstick from a particular brand. The research that is based on the methodological nature of the research is provided with the help of the descriptive questionnaire which was collected from 189 women using lipstick from a particular brand.

Running head: ANALYSIS OF CONSUMER BEHAVIOUR
ANALYSIS OF CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note
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1ANALYSIS OF CONSUMER BEHAVIOUR
Table of Contents
1.0Introduction...............................................................................................................2
Literature review............................................................................................................3
2.0Brand Loyalty............................................................................................................3
2.1Importance of brand loyalty......................................................................................3
3.0Service quality...........................................................................................................4
3.1Importance of service quality to Forever 21.............................................................4
4.0Customer satisfaction................................................................................................5
4.1Importance of customer satisfaction to Forever 21...................................................5
5.0Brand image..............................................................................................................5
5.1Importance of brand image to Forever 21.................................................................6
6.0Relationship between service quality and brand loyalty...........................................7
7.0Relationship between customer satisfaction and brand loyalty................................7
8.0Relationship between brand image and brand loyalty..............................................8
9.0Conclusion.................................................................................................................9
10.0References.............................................................................................................11

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1.0Introduction
For the given assignment the main focus of the researcher will be on the explanation
of the conceptual framework of the figure that has been provided below. The assignment is
mainly based on the important points that are based on the relationship between the service
quality, customer satisfaction, brand image with the brand loyalty. The organization that has
been taken into consideration for the analysis is Forever 21.
Figure 1 – Source – Created by author
Forever 21 is an American multinational organization which operates in the sector of
fast fashion. The headquarter of the organization is located in Los Angeles, California. The
first store of the organization was established with the name of Fashion 21 in the year 1984.
The company is known in the industry for the various trendy offerings and low levels of
pricing as well. The apparels that are offered by the company are mostly made in China and
the average size of the stores of the company is 38,000 square feet. The various products that
are sold by the company include, beauty products, accessories, home goods, clothing for men
and women. The company has been involved in several controversies related to the labour
related practices that are followed by them in the various parts of the world (Forever21.com
2018).
Service Quality
Customer
Satisfaction
Brand image
Brand Loyalty

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Literature review
2.0Brand Loyalty
The title of the journal is “Brand evaluation, satisfaction and trust as predictors of
brand loyalty: the mediator-moderator effect of brand relationships”. The author of the paper
is Cleopatra Veloutsou. The journal has been reviewed to be found appropriate for the study
that is related to “brand loyalty”. The methodology that was chosen for the analysis in the
journal was based on the data that was collected from 189 women using lipstick from a
particular brand. The nature of the research is mainly qualitative in nature. The research
strategy that was applied in this case was based on the opinions that were provided by 189
people. The data was collected with the help of questionnaire and surveys. The research is
conclusive and descriptive in nature (Veloutsou 2015).
Brand loyalty ca be defined as the attachment levels of the customers with the
products that are offered by a particular brand. The loyalty is related to the experience that
they have with the services or products that are offered by the brand and the relationship that
is established between the loyalty and attitude of the customer towards the brand (Veloutsou
2015).
2.1Importance of brand loyalty
The title of the journal is “Brand and product attachment in an industrial context: The
effects on brand loyalty”. The authors of the journal paper are “Giuseppe Pedeliento, Daniela
Andreini, Mara Bergamaschi, Jari Salo”. The journal has been reviewed and has been found
to be appropriate for the study of the importance of brand loyalty. The methodological choice
was based on the surveying of 317 people. The nature of the research is qualitative analysis
which is based on the literature review of the importance that is held by the brand loyalty of a
product (Pedeliento et al. 2016).

4ANALYSIS OF CONSUMER BEHAVIOUR
The brand loyalty of the consumers plays a significant role for the marketers of the
organization as they are able to gain more profits and share in market with the help of the
loyalty that is created by their brand in the market. The consumers are likely to switch to
other brands if they are not loyal to the brand that they currently using. The loyalty of the
brand helps the organization to gain free advertising if its products with the help of word of
mouth (Pedeliento et al. 2016).
3.0Service quality
The title of the journal is “Supermarket self-checkout service quality, customer
satisfaction, and loyalty: Empirical evidence from an emerging market”. The authors of the
journal paper are “Fatma Demirci Orel and Ali Kara”. The journal has been reviewed and has
been found to be appropriate for the study of the importance of service quality. The
methodological choice was based on the surveying of 275 shoppers in the supermarkets. The
nature of the research is qualitative analysis which is based on the literature review of the
importance that is held by the service quality provided to the customers (Orel and Kara
2014).
The value of a brand like Forever 21 is created in the minds of the consumers with the
help of the service quality that it provides to the customers which include various factors like,
convenience, right price and performance of the product. The differentiation that the
organization is able to create from the other brands in the market is also created with the help
of the service quality (Orel and Kara 2014).
3.1Importance of service quality to Forever 21
The service quality provided to customers is important for Forever 21 as the quality of
service is based on the focus of the brand on the creation of a connection with the customers.
This helps in the enhancement of the relationship of the customers with the brand. This

5ANALYSIS OF CONSUMER BEHAVIOUR
further helps the organization in creating loyalty for its products and the satisfied customers
tend to repeat their purchase as well (Orel and Kara 2014).
4.0Customer satisfaction
The title of the journal is “Customer Satisfaction and Long-Term Stock Returns”. The
authors of the journal paper are “Alina Sorescu & Sorin M. Sorescu”. The journal has been
reviewed and has been found to be appropriate for the study of the importance of customer
satisfaction. The methodological choice was based on the surveying of 200 people or
customers of various firms. The nature of the research is qualitative analysis which is based
on the literature review of the importance that is held by the satisfaction levels of the
customers (Sorescu and Sorescu 2016).
The customer satisfaction based concept is related to the long-term relationship with
the behaviour of the consumers towards the products that are offered to the customers. The
relationship of the levels of customer satisfaction with the behaviour of the consumers has
been studied by the researchers (Sorescu and Sorescu 2016).
4.1Importance of customer satisfaction to Forever 21
The satisfaction that is provided to customers is important for the business
organization like Forever 21. This is considered to be an important aspect of the profitable
running of the business organization. The satisfaction of the customers helps in the creation
of a positive impact on the organization. This also increases the share of the company in the
market. The main reason behind is that if the customers are satisfied with the services and the
product that are offered, the chances of repeat purchase can increase (Sorescu and Sorescu
2016).

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5.0Brand image
The title of the journal is “The Impact of Brand Image on Consumer Behavior: A
Literature Review”. The authors of the journal paper are “Yi Zhang”. The journal has been
reviewed and has been found to be appropriate for the study of the importance of service
quality. The methodological choice was based on the surveying of 200 customers of
organizations. The nature of the research is qualitative analysis which is based on the
literature review of the importance that is held by the brand image of the organization (Zhang
2015).
The brand image of the organization is mainly a set of various features that are related
to the motto or vision of Forever 21. The brand image is a part of the reputation that is held
by the brand in the industry. The image of the brand is based on the ways by which it is able
to gain more customers for the company.
5.1Importance of brand image to Forever 21
The title of the journal is “Brand image and customers' willingness to pay a price
premium for food brands”. The authors of the journal paper are “Johan Anselmsson, Niklas
Bondesson and Ulf Johanson”. The journal has been reviewed and has been found to be
appropriate for the study of the importance of brand image. The methodological choice was
based on the surveying of the brand image of food products. The nature of the research is
qualitative analysis which is based on the literature review of the importance that is held by
the brand image of the organization (Anselmsson, Vestman Bondesson and Johansson 2014).
The image of the brand is important for the organization like Forever 21 as it helps in
depicting the values for which a brand is recognised. The organization needs to have a set of
values which are strong enough for the employees and the stakeholders of the company. The
customers of the modern business environment are not only concerned about the price and the

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quality of the products, they are similarly interested in the image that is held by the brand in
the market (Anselmsson, Vestman Bondesson and Johansson 2014).
6.0Relationship between service quality and brand loyalty
The title of the journal is “How the personality of retail bank customers interferes
with the relationship between service quality and loyalty”. The authors of the journal paper
are “Mohammad Ahmad Al-hawari”. The journal has been reviewed and has been found to
be appropriate for the study of the importance of relationship between the service quality and
brand loyalty. The methodological choice was based on the surveying the experiences and
attitudes of the consumers towards the primary bank. The nature of the research is qualitative
analysis which is based on the literature review of the importance that is held by the service
quality and the brand loyalty of the customers (Al-Hawari 2015).
The relationship that has been established between the brand loyalty and the quality of
services that are provided to the customers of Forever 21 is important for the sustainable and
profitable operations of the organization. The organization is able to maintain a competitive
advantage in the market with the help of this positive relationship. The loyalty that is shown
by the customers towards a brand is found to be an indicator of the levels of retention of the
customers. The major indicator that is related to service quality is the matching of customer
satisfaction with the demand of the consumers. These two factors are related to each other as
the service quality is considered to be an important factor that affects the loyalty of the
customers towards the brand of Forever 21 (Al-Hawari 2015).
7.0Relationship between customer satisfaction and brand loyalty
The title of the journal is “Transitioning loyalty programs: a commentary on “the
relationship between customer loyalty and customer satisfaction”. The authors of the journal
paper are “John T Bowen and Shiang Lih Chan McCain”. The journal has been reviewed and

8ANALYSIS OF CONSUMER BEHAVIOUR
has been found to be appropriate for the study of the importance of service quality. The
methodological choice was based on the analysis of the previous literature related to the
subject. The nature of the research is qualitative analysis which is based on the literature
review of the importance that is held by the customer satisfaction and the brand loyalty
(Bowen and Chen McCain 2015).
The relationship that has been established between the customer satisfaction and the
brand loyalty is important for the successful operations of an organization like Forever 21.
The organization mainly treats the customers as a part of its strategic goal in the market. The
businesses are able to focus on the customer satisfaction related factor in a lot of ways. The
research based on this relationship has depicted that a positive relationship is able to affect
the loyalty of the brand in an effective manner. The lack of satisfaction of the customers
thereby relate to the lack of the loyalty of the customers towards an organization like Forever
21. The satisfaction of the customers however may not always lead to the positive increase in
the sales. The satisfied customers may not always return to purchase the products that has
satisfied them previously. The relationship that is established between the brand loyalty and
the satisfaction levels of the consumers is not same for all the organizations. However, in the
case of Forever 21, the satisfaction level of the customers is closely related to the loyalty that
they can have towards the brand. The satisfaction that is provided by the products of Forever
21 to the customers can easily lead to the loyalty of the brand in the market (Bowen and Chen
McCain 2015).
8.0Relationship between brand image and brand loyalty
The title of the journal is “Measuring customer based beverage brand equity:
Investigating the relationship between perceived quality, brand awareness, brand image, and
brand loyalty”. The authors of the journal paper are “Salman Saleem, Saleem Ur Rahman and

9ANALYSIS OF CONSUMER BEHAVIOUR
Rana Muhammad Umar”. The journal has been reviewed and has been found to be
appropriate for the study of the importance of service quality. The methodological choice was
based on the surveying of 150 consumers. The nature of the research is qualitative analysis
which is based on the literature review of the importance that is held by the brand image and
brand loyalty (Saleem, Rahman and Umar 2015).
The identity of the brand is strongly related to the loyalty of the customers towards
the brand. The various research based studies have shown that the image or identity that is
created by the brand in the market affect the loyalty of the customers towards the brand. The
customers tend to be more loyal towards the brands that have a better brand image as
compared to those who have a poor brand image. The image of the brand in the market helps
in increasing the loyalty of the customers as well. The attitude of the consumers become
positive towards the brand if the brand has a good and positive image in the market. The
chances of repurchase increase if the brand have a positive image. The loyalty of the
consumers towards the products and the services that are provided by the brand increases if
the image of the brand is positive. In the case of Forever 21, the organization belongs to the
fashion industry where the level and the image of the brands are much more important than
the organizations which belong to the other sectors. The customers of the fashion industry are
more concerned about the reputation and the value that is held by the brand in the industry.
The positive image or identity of the brand is thereby helpful in increasing the loyalty of the
customers. The customers thereby tend to repurchase the products that are offered by these
companies as they belong to the high quality brands. The customers of the fashion industry
are highly conscious about the value of the brands that are used by them on a regular basis
(Saleem, Rahman and Umar 2015).

10ANALYSIS OF CONSUMER BEHAVIOUR
9.0Conclusion
The report can be concluded by stating that the analysis of the various aspects of the
conceptual framework, which include, customer satisfaction, brand loyalty, brand image and
the service quality, are all linked with each other. These aspects of the organizations
complement each other to huge extents. The relationship between these aspects help in the
proper functioning of the organizations in the various industries. In this case. Forever 21 has
been taken as the example. The various aspects that are a part of the conceptual framework
affect the operations and the profitability of Forever 21 in the fashion industry. The
organization thereby needs to manage the customers and the quality of the brand in such a
manner so that it is able to create a different position in the market.

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10.0References
Al-Hawari, M.A., 2015. How the personality of retail bank customers interferes with the
relationship between service quality and loyalty. International Journal of Bank
Marketing, 33(1), pp.41-57.
Anselmsson, J., Vestman Bondesson, N. and Johansson, U., 2014. Brand image and
customers' willingness to pay a price premium for food brands. Journal of Product & Brand
Management, 23(2), pp.90-102.
Bowen, J.T. and Chen McCain, S.L., 2015. Transitioning loyalty programs: a commentary on
“the relationship between customer loyalty and customer satisfaction”. International Journal
of Contemporary Hospitality Management, 27(3), pp.415-430.
Forever21.com. (2018). Shop All. [online] Available at:
https://www.forever21.com/IN/Product/Category.aspx?br=f21&category=whatsnew_all
[Accessed 14 May 2018].
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer
satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing
and Consumer Services, 21(2), pp.118-129.
Pedeliento, G., Andreini, D., Bergamaschi, M. and Salo, J., 2016. Brand and product
attachment in an industrial context: The effects on brand loyalty. Industrial Marketing
Management, 53, pp.194-206.
Saleem, S., Rahman, S.U. and Umar, R.M., 2015. Measuring customer based beverage brand
equity: Investigating the relationship between perceived quality, brand awareness, brand
image, and brand loyalty. International Journal of Marketing Studies, 7(1), p.66.

12ANALYSIS OF CONSUMER BEHAVIOUR
Sorescu, A. and Sorescu, S.M., 2016. Customer satisfaction and long-term stock
returns. Journal of Marketing, 80(5), pp.110-115.
Veloutsou, C., 2015. Brand evaluation, satisfaction and trust as predictors of brand loyalty:
the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6),
pp.405-421.
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1).