Impact of Customer Satisfaction, Brand Image and Brand Loyalty of ASDA

This report analyzes the impact of customer satisfaction on brand image and brand loyalty of ASDA, a British supermarket chain. It discusses the conceptual framework of brand loyalty, brand image, and customer satisfaction, and evaluates the advantages and challenges faced by ASDA in implementing strategies to improve customer satisfaction.

Impact of Customer
Satisfaction Brand Image and
Brand Loyalty of ASDA

Table of Contents
CHAPTER 1- INTRODUCTION....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Explain the conceptual framework of brand loyalty, brand image and customer satisfaction?..6
Discuss the impact of brand image for enhancing the Customer satisfaction in context of
ASDA?........................................................................................................................................7
What are the advantages of brand loyalty for ASDA to deal with market rivalries?..................9
Discern the challenges faced by the ASDA in implementing the strategies of brand loyalty and
brand image in improving customer satisfaction?....................................................................11
CHAPTER 3- RESEARCH METHODS AND METHODOLOGY.............................................13
CHAPTER 4: DATA ANALYSIS AND DISCUSSION .............................................................16
Frequency distribution table......................................................................................................16
Data interpretation.....................................................................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................33
CONCLUSION.........................................................................................................................33
RECOMMENDATIONS..........................................................................................................33
REFERENCES .............................................................................................................................35
Books and Journals...................................................................................................................35
APPENDIX....................................................................................................................................37
Questionnaire............................................................................................................................37
Gantt Chart................................................................................................................................39

CHAPTER 1- INTRODUCTION
Origin of the research
Research is systematic and creative work undertaken for increasing the stock of
knowledge. It includes the accumulation, organisation and evaluation of information for
increasing understanding of a issue or topic. Paul Felix Lazarsfeld is known as the father of
research surveys and has great contribution in statistical survey analysis, contextual analysis and
many more (Khoironi, Syah and Dongoran, 2018). The current research has incorporated after
identifying the importance of brand image and brand loyalty. For this appropriate aim and
objectives are formed with independent and dependent variables. Hence, the main purpose of
doing research is to increase the knowledge of reader about the certain topic or problem.
Background of the research
Brand image is referred as the term that highlights the perception of the brand in the mind
of consumers. This clearly shows how and what customers think about a particular brand. The
brand image increases with time in the mind of customers as per their experiences and
interactions with the same. These experiences and interactions take place in several forms and
not essentially include the use or purchase of the different products and services. In simpler
words, brand image is the aggregate of ideas, impressions and ideas that a customer has
regarding a specific brand. Brand loyalty is defined as the positive association of customers to a
specific brand or product. Consumers who display brand loyalty are dedicated to a particular
service or product. It can be demonstrated by their repeat number of purchases despite efforts of
competitors to lure them away. Companies invest great amounts of money in consumer service
and marketing for creating and maintaining brand loyalty for an established products and
services (Kim, Choe and Petrick, 2018). Customer satisfaction is referred as a measurement that
identifies how happy consumers are with the products, services and capabilities of an
organisation. Customer satisfaction is one of the significant indicators of buy intentions and
customer loyalty. It also assists in predicting business growth, development and revenue. The
current report is conducted to collect information about the impact of customer satisfaction on
brand loyalty and brand image. The chosen organisation is ASDA, it is popular as a British
supermarket chain. The headquarters of this supermarket is located in Leeds, England. The
company has great brand image and brand loyalty as well as has larger number of customer base.

Statement of the research problem
“The main problem which led to conduct the current investigation is organisation not able
to satisfy customers by their offerings and this ultimately creates negative impact over brand
loyalty and brand image.” In this several challenges are also included which are faced by an
organisation to implement strategies of brand image and brand loyalty to improve customer
satisfaction. So it assists in showing the reason of satisfying customers towards the offerings of
the organisation and the need to create brand image and brand loyalty.
Aim of the research
To identify the impact of customer satisfaction on brand image and brand loyalty: “ A
study on ASDA”
Objectives of the research
 To understand the conceptual framework of brand loyalty, brand image and customer
satisfaction.
 To analyse the impact of brand image for enhancing the Customer satisfaction in context
of ASDA.
 To discern the advantages of brand loyalty for ASDA to deal with market rivalries.
 To evaluate the challenges faced by the ASDA in implementing the strategies of brand
loyalty and brand image in improving customer satisfaction.
Research Questions
 Explain the conceptual framework of brand loyalty, brand image and customer
satisfaction?
 What is the impact of brand image for enhancing the Customer satisfaction in context of
ASDA?
 What are the advantages of brand loyalty for ASDA to deal with market rivalries?
 What are the challenges faced by the ASDA in implementing the strategies of brand
loyalty and brand image in improving customer satisfaction?
Significance of the research
There is great importance of the present investigation because it is dependent upon
impact of customer satisfaction on brand loyalty and brand image. This current investigation
covers the the conceptual framework of the brand image, brand loyalty and customer
satisfaction. This also shows the positive impact of brand image to enhance the customer

satisfaction within an organisation. This holds great importance for the researchers,
professionals, organisations and students. In respect of researchers, the current investigation can
act as base and foundation for conducting future investigations. In respect of organisations, this
research provides ways and strategies to improve customer satisfaction so that brand image and
brand loyalty can be improved (Kim, Choe and Petrick, 2018).
Outline of the research
Introduction: Introduction is the foremost chapter that includes aim, objectives and
questions of the investigation. This also includes significance of the whole research.
Literature review: It is the second chapter that accumulates the published and used data
from the different sources such as journals, articles, newspapers, publications, books and so on.
Research methodology: Research methodology includes several kinds of research
methods for the collection and analysis of information. Quantitative information is accumulated
and frequency distribution analysis is used for analysing that information.
Data analysis and discussions: In this proper representation and interpretation is done
with the proper graph and tables. The carried out findings is also shows so that defined aim and
objectives could be attained.
Conclusion and recommendations: In this chapter proper summary is included about
each chapter in a brief manner. After summary, certain recommendations are given to chosen
organisation in relation to the topic.
Summary of the chapter
It has been summarised from the above accumulated information that the introduction
part has given basic information about the brand image, brand loyalty and customer satisfaction
for an organisation. This has included the purpose of conducting the whole investigation as well
as the problem that led to conduct the research on this particular topic. This has clearly
highlighted the importance of brand loyalty and brand image. This also shows several research
questions that need to be addressed for the attainment of objectives and aim. Therefore, this
chapter holds great significance as it provides basic knowledge about the whole topic in
systematic way.

CHAPTER 2: LITERATURE REVIEW
Literature review is that part of the research report which contain all the published past
information about the chosen topic. Here examiner gain a detailed understanding about the topic
so that research gap can be obtained between the past and present research. This section contains
the data from various secondary sources like books, journal, magazine, articles and many more.
Explain the conceptual framework of brand loyalty, brand image and customer satisfaction?
According to Srivastava and Rai (2018), Brand loyalty, brand image and customer
satisfaction are a positive approach for the organisation if they enhance them in large manner.
The time has gone where organisation only look out on the mass production without given
concern to their customer, but with the change in time and business environment they are gaining
more importance. The dynamic surrounding raises the concern for all these three elements and
know they has grown up. The need to be taken care in more effective way so that companies can
gain competitive advantages from the rivalry within the same industries. All the three elements
are the marketing components which need to be taken care properly by the marketing department
of the companies and they need to make different innovative and attractive strategies for
increasing the awareness. Brand loyalty is directly attach with the consumer who buy the
organisation product and services. Brand loyalty is a tendency of the buyers to repeatedly
purchase the same product or service from a particular brand which they like the most. The
people do not switch to the substitute goods if the same product is available to them in cheaper
price. A good example of brand loyalty is the coco cola company; the buyers purchase the coke
of the company without any thought of switching to other brand. The company also maintain the
same loyalty factor from decades. The main reason behind the brand loyalty is the purchaser
perception. It plays a very important role for the individual when they make any buying decision.
The main thought behind this is that buyer think that goods and service of the company is more
superior than that of other choices available to them from various organisation. The main
advantage that business can get from this is that buyer will always buy the product regardless of
the price they pay for the product. So organisation should always invest in designing attractive
tactic to create and maintain brand loyalty among the targeted customer. In short choosing the
same company over other firm within same sector (Rather, Tehseen and Parrey, 2018).

The other conceptual understanding is Brand image of the company. In recent time brand
image matters a lot for the company and organisation need to think a lot to create a good image
in the market for their products. Brand image means creating an impact on consumer mind about
the company. The company develop some logo, image and message through which purchaser
can identify business product and services. generating a brand image is important because it will
help the companies to fight with their competitor in more effective and efficient manner. This
will help the business to make a good impression in buyer’s mind so that they can buy goods and
service from them. The vital benefit that companies can gain from this is that they can introduce
new product within the brand because marketing will be easy as customer already know about
the organisation. The other advantage is that business can enhance more market share by
attracting more new customer and can enhance profit for the company. Brand image is that factor
of the organisation which determine the sale portion of the business. Colgate is the best example
of the brand image as it creates such an impact in the market that if the buyer thinks of any
household grocery, then company name will automatically be click in their mind (Plumeyer and
et. al, 2019)
In last the another term that will gone be discussed is customer satisfaction. Customer
satisfaction the term itself say to satisfy the buyers. It is a measuring concept which is used by
the company to determine the happiness level of the buyers towards goods and service they
purchase from organisation. There are various method that can be used by the marketing
manager to know the satisfaction level of their purchaser some of them are customer satisfaction
score, net promoter score, web analytics and customer feedback and many more. The fulfilment
level of the buyers depends upon quality, price and expectation. The price charge by the
organisation is to be fair, quality means the product should possess some standard and the last
expectation means it should fulfil the need in greater way. If these are best, then automatically
purchaser will be happy. There are three Cs for customer satisfaction that is customer journey
consistency, emotional consistency and communication consistency. The business should give
more importance to their buyer so that they can attract them and their mouth of publicity can be
increased by them (Yi and Nataraajan, 2018).
Discuss the impact of brand image for enhancing the Customer satisfaction in context of ASDA?
As per the view of Mohammed and Rashid (2018), brand image and customer satisfaction
goes hand in hand, it means that there is a direct relationship between them if brand image is

more than customer satisfaction will be high. Brand image plays very vital role foe increasing the
customer satisfaction and this could be explained with the help of the company ASDA. The
impacts ae as follow:
Enhance brand loyalty: Brand image try to attract more buyers towards the company
which in directly help the ASDA to gather more loyal customer by providing the goods and
service in standard way which will help them to satisfy their needs and wants. If the buyers are
satisfying, then they will become the loyal purchaser and will make repeated purchase from the
business. having the more loyal buyer is a good approach because they will be the assets for the
organisation. So this is the one of the positive impact of brand image on customer satisfaction.
Consumer buying behaviour: The another major impact of brand image is on the
consumer behaviour towards the purchasing. ASDA has created their positive image all over the
worlds were they operates their stores by designing various ideas and then implementing them to
market their goods ad service. This help the company to change the behaviour and attitude of the
consumer in very positive manner towards them. Buyers are also using the company’s goods and
services they offer and they are satisfying by the product. This satisfaction help as the buyers are
doing publicity of the buyers in greater way (Farooq and et. al, 2018).
More customer base: The next affirmative impact is that brand image help the ASDA to
gain more buyers which will help them to enhance their customer base. This means that the
organisation will have more buyers for their goods and service than that of rivalry firms. This
will be a great advantage for the ASDA as they will have more buyers which will help them to
gain more profit and revenue than that of the other companies within same industry. Having
more buyers is good for the organisation as they will help them to run for longer time period and
earn success in effective manner.
New product line: One of the most powerful impact of brand image is that it will help the
ASDA to expand their product line as the buyers are satisfy by the existing goods and services.
They will be ready to try the brand new goods and service that are been produced by the
company because they have trust on the company and are satisfaction level is also good. So with
the help of brand image customer satisfaction can be developed which will help them in
introducing fresh product category in the market. ASDA see this as a good approach for their
company growth and success that why they are investing more capital in brand image so that
they can satisfy their purchaser and will develop themselves with the time.

Enhance the sale: The major reason for the companies is to sale their product and services
for which they do a lot of marketing activity and the one among them is brand image. It is very
important for the company to create a perception in the mind of buyers that they can think of the
goods and will purchase them. This will help them to enhance their sale and satisfy more
customer. Customer satisfaction also depends upon the education they have about the company’s
product. If through brand image they are providing a detailed knowledge about the use and type
of product than customer will be happier that they can use them for their desirable purpose.
Mouth publicity: The other great impact of brand image is that it will attract more buyers
for ASDA and the buyer will use their product. If they will be satisfied by the goods and service,
they avail then this will do mouth publicity. This promotional activity is the greatest source of
advertisement in the recent time because it creates a peer pressure on the other consumer to
purchase that product because of the excellent reviews get by the others. Mouth publicity also act
as a weapon for the competitors lies in the market and it will become tough for them to build
their market image in more effective manner (Hallencreutz and Parmler, 2021).
What are the advantages of brand loyalty for ASDA to deal with market rivalries?
According to the (Olson, 2018), brand loyalty is very important for the companies who has
large competitor within the same industry. In the recent time brand loyalty is vital for
organisation so that they can attain their goals and objective in more effective and efficient
manner. Loyal buyers will always purchase product form the ASDA and this will help them to
gain advantage from their rivalry. Some of the advantages of brand loyalty to deal with market
rivalries are discussed below:
Competitive advantage: One of the vital benefit that can be obtained by the ASDA is that they
can earn competitive edge from their competitor. This will help them to fight with them in
such a manner that rivalry feel tough to fight with them. They need to invest more than that
of the ASDA so that they can gain market share. Buyers are emotionally attached with the
brand so if fake news that is published by the rivalry then this will not affect them instead
they will ignore it and still buy the goods. Gain competitive advantage is good for the
company in recent time.
Customer retention: Another advantage that can be gained by ASDA is that it will help in
retaining more buyers than that of their rivalry because consumer is more loyal and they fell
satisfy by the goods or services provided by them. Customer retention is the biggest way

through which the company can fight because they know that this is the permanent market
share that they will have and to retain them they will develop those tactics which will help
them to increase their customer retention rate. If company holds customer for longer period
of time, then this will be a greatest disadvantage to the firms who is operating in the same
industry (Hino and Takeda, 2020).
More revenue: Brand loyalty means making repetitive purchase by the buyers. The customer
comes back to the same brand over and over this will enhance the revenue of the ASDA.
The company has lot of consumer that are loyal so whenever they need any product and
service that company sale they will come at the store and buy. This buying habit of the
customer help the ASDA to gain more revenue than that of the other competitor and increase
their profit margin day by day. Having loyal buyers is the greatest source of revenue for the
companies in this dynamic environment.
Better Brand recognition: The other competitive advantage of the brand loyalty that is obtained
by the ASDA is it help them to be recognised as one of the best brand in UK. Having better
branding is the vital weapon for the company through which ASDA can deal with the
rivalry. The buyers of the company are emotionally attached to the brand that they always
create a good brand image of the ASDA in front of other. They only want that ASDA should
be recognised more than that of their competitors. They are so stiff that they do not want to
switch to the substituted organisation.
Reduce the cost of publicity: another significant advantage that can be avail by the ASDA is
that there cost of marketing is reduced to some extent. This help them to invest that money
to satisfy their customer in greater way than that of their competitor. Marketing and sale cost
are so high that company invest lot of capital to promote their brand. ASDA gain advantage
as their buyers are doing Mouth publicity in such increasing way that the more customer is
getting attracted towards them. They will automatically reach to the targeted audience by
their loyal customer and will promote the brand.
Ease in expansion: Expansion and diversification is important for the company because this will
help them to grow and diversify their market in the world so that they can run for longer
time period. ASDA gain a benefit by brand loyalty from their customer as they will easily
introduce new product and service in the industry and the buyer will adopt that because they
know whatever they manufacture will be best in quality as well in price. So expansion of

business is good as ASDA can compete with the competitor and can gain more market share
of their rivalry to (Liu, and et. al, 2020).
These all are the advantage that can are obtained by the ASDA from their competitor and
in recent time it is one of the preferable choice for the customer to purchase goods and service
because of the quality and price they offer to their Purchaser.
Discern the challenges faced by the ASDA in implementing the strategies of brand loyalty and
brand image in improving customer satisfaction?
As per the view of Rather, Tehseen and Parrey (2018), In earlier time when initially they
ae implementing the strategy the ASDA faces lot of challenges which act as a hurdle to create
brand loyalty and brand image so that they can satisfy their customer. Problems are the part but
ASDA faces lot of challenges because there are high number of competitors that are there within
the same industry. Some of the problem that are encounter by them are as
Challenge no 1: Limited customer engagement: When they are designed the strategy at that
time they have lack of customer engagement and this create problem as they are not able to
effectively implements the approaches of brand loyalty and image so that they can satisfy their
buyer in greatest sense. ASDA has limited buyer also at that time so make an interaction was the
problem because they need innovative strategy for making the engagement. This challenges is
the foremost problem which is encounter by them at that time of adopting.
Challenge 2: Customer data: The other problem that occurs in front of ASDA is that the taste
and prefer4nce of the buyer are so different and that keeps on changing in constant rate. So to
make the strategy of brand loyalty and brand image they need the exact and valid data of their
buyers. For this they need expertise so that they can gain an insight about the buyer’s behaviour
and attitude that will help the ASDA to develop proper strategy and approach by which they can
satisfy their customer. Getting accurate behaviour and perception is very important for any
company if they want to make their customer happy.
Challenge 3: Deciding the budget: Next issue that is being faced is that deciding the proper
budget for brand loyalty and brand image strategy. Designing the financial sound program is
very difficult because at that time they did not know whether their investment will be profitable
for them or not. Customer was also limited at that time and the competition was so high. The
company is facing the challenge to properly allocate their financial resources in innovating the

strategy so that effective utilisation can be made without any loss to the company (Mohammed
and Rashid, 2018).
Challenge number 4: Proper source of marketing: There are multiple source of channels that
is available to promote the strategy of brand image. Selecting the right and effective one which
can be seen by the targeted customer is the greatest problem for the company. ASDA cannot rely
on a single source for enhancing their market image. They need to have at least two to three
channels so that they can reach to the buyers and by their strategy they can create impact on their
mind. Customer are not only satisfy by the product but many other factor like marketing tool,
message, logo company uses. These all are also important for the purchaser because they think
for all the perspective.
Challenge no 5: Maintaining proper consistency: Consistency in message, way of behaviour,
service provide by the brand is also important element. At the time when ASDA think of
implementing the brand image and loyalty strategy they have limited employee for marketing
and the whole organisation depends upon them. The employee has lots of other work to do, this
creates problem as due to scarcity of the staff they are not able to maintain consistency. But
when the time passes know they are providing full reliability to the customer.
Challenge no 6: Customer tribalism: One of the greatest challenge that is been encounter by
the ASDA is customer tribalism. The company sales variety of product but there is some
tribalism that is been formed by the buyer for some specific product. This creates problem as
they are not ready to use the other goods and service and gain satisfaction from them. Company
need to research more on the strategy that will help them to break the tribalism. ASDA need to
focus more on their approaches of brand image and loyalty so that customer can be satisfied
(Salehzadeh, Pool and Najafabadi, 2018).

CHAPTER 3- RESEARCH METHODS AND METHODOLOGY
Research methodology is defined as a particular considering a particular process that
would assist the investigator to identify, analyse and interpret the information about the selected
topic. In the current investigation, the chapter research methodology assists the investigator to
collect the data that is valuable and reliable. This is the part which allows researcher to collect
information in a clear and precise manner. It facilitates in justifying the data by considering
research onion framework. There are two kinds of methodologies which are quantitative and
qualitative. In the provided topic, the quantitative methodology is considered to gather
information in the defined time duration.
Research Philosophy: Research philosophy is a set of belief that considered on the
nature of reality of the topic. This is considered for achieving the goal by highlighting the
features of the investigation. It allows the investigator to know the principles and values
considered in a specific topic for gathering information. There is availability of three
philosophies which are: epistemology, ontology and axiology. In the current study, epistemology
is used because it is more of scientific in nature and assist in gathering information without any
doubts. Under this there is three more types that are: positivism, interpretivism and realism.
Positivism philosophy is used because it assists in analysing and evaluating numerical piece of
information in shorter time period (Snyder, 2019).
Research Approach: Research approach is the methodology that plays major role in
interlinking the research and evaluation of data that ultimately help in attaining pre-determined
objectives. This is of three major kinds that are: inductive, deductive and abductive approach.
Researcher has selected deductive approach because it assists in evaluating numerical data as
well as gathered primary piece of information. Hence, the major reason of doing analysis with
deductive approach is it assists in the procedure of research. The biggest advantage of deductive
approach is it only concentrates on the evaluation of numerical piece of information (Kumar,
2018).
Research Paradigm: Research paradigm is the methodology that sets assumptions and
beliefs within a investigation community about epistemological, ontological and methodological
concerns. Researcher has chosen epistemological paradigm so that numerical information could
be used and considered for the attainment of objectives (Pandey and Pandey, 2021).

Research Methodology: Research methodology is the method that gives two significant
methods which are: quantitative and qualitative research methodology. Researcher has selected
quantitative research methodology so that the whole investigation could be conducted with the
statistical, numerical or mathematical analysis of information. The major advantage of
quantitative research methodology is it majorly focuses on the numerical data and this ultimately
facilitates in the attainment of objectives with statistical facts and figures (Dźwigoł, 2018). So,
questionnaire is formed because it has the capability to gather numerable information in the
given minimum time.
Research Strategy: Research strategy is one of the research methods that assist in
providing techniques for the accumulation of information in relation to the topic. The strategies
are grouped into: grounded theory, survey, archival research, case study, systematic literature
review, interview and so on. Survey is chosen as one of the research strategies because it is
dedicated to accumulate numerical as well as first-hand information. In the strategy of survey,
questionnaire is developed in which specific questions are added to collect data from the selected
respondents about the topic of brand loyalty and customer satisfaction (Bresler and Stake, 2017).
Sampling Method: Sampling is the method which helps in selecting particular number of
respondents with two types that are: probability and non-probability sampling. Researcher has
chosen probability sampling because it facilitates in selecting large number of respondents by
following random sampling technique. The motive behind choosing probability sampling is it
assists in providing equal chance to every respondent so that they can also share their gained
knowledge and information. 20 managers are selected from the organisation of ASDA because
they have great information about the impact of customer satisfaction on brand loyalty and brand
image (Goldberg and et. al., 2017).
Data Collection: Data collection is the research methodology which is mainly used for
the accumulation of information so that defined aim and objectives could be easily achieved.
This is of two major kinds that are: primary and secondary data collection method. Investigator
has selected both the methods of data collection so that objectives and aim could be achieved.
Primary data collection is used by researcher for accumulating raw data about the impact of
customer satisfaction on brand loyalty and brand image within an organisation. Questionnaire is
used by investigator for the accumulation about the topic and this assists in gathering majority of
opinions and views. On the other hand, secondary data collection method is also used by

investigator and provides large piece of information about the topic. In simpler words, it is
directly available to the researcher from the different kinds of sources such as books,
newspapers, articles, journals, publications, already completed surveys and interviews. Hence,
first-hand and second hand information is gathered with this methodology (Ledford and Gast,
2018).
Data Interpretation: With the help of questionnaire, raw information is accumulated so it
shows that primary data is used in the current investigation. Frequency distribution analysis is
used by researcher for the analysis and evaluation of information in the systematic way. With
this tables and graphs are also formed which play significant role in the evaluation and analysis
of information (Newman and Gough, 2020).
Time Prospects: Gantt chart is referred as the time scheduling method for aligning
activities with the decided period of time. It is a kind of chart that assists in illustrating a project
schedule. In simpler words, it shows the dependency relationships between present schedule
status and the activities.
Ethical Considerations: Ethics is the significant component while doing any research. In
respect of current investigation, researcher has taken proper consent from the selected
organisation to gather data, researcher has not harmed anyone while recording data from them
and confidential information has put secured from publishing (Fletcher, 2017).
Limitations of the Research: In the current research there are many limitations that are
faced by researcher while performing activities. One of the major limitation was completing
activities in the decided time period. The other limitation was selecting appropriate source from
different sources to gather data (Ørngreen and Levinsen, 2017).
Summary of the chapter
From the above assembled piece of information it is summarised that different methods
are quite important for the analysis and collection of information. It is being recorded that
quantitative information is gathered so that objectives could be easily attained. It is being
determined that this research has used combination of primary and secondary sources for the
accumulation of information. Therefore, research methods are quite significant for the attainment
of objectives.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
Data analysis is regarded as the chapter which is focused over examining acquired information in
appropriate manner. Under the current research frequency distribution is used in order to analyse
and evaluate quantitative information.
Frequency distribution table
Q.1. What are the major factors of customer satisfaction existed within the
organisation?
Frequency
a) Brand image 5
b) Brand consciousness 5
c) Brand recall 5
d) Brand trustworthiness 5
Q.2. As per your judgement, what are the factors considered by customers
while making purchase decision?
Frequency
a) Brand existence 4
b) Quality of the product 6
c) Market image 3
d) Post purchase behaviour with customers 3
e) Reviews by customers 4
Q.3. As per your opinion, what is the relation between brand image over level
of customer satisfaction within ASDA?
Frequency
a) Positive 15
b) Negative 3
c) Neutral 2
Q.4. What is the major inclusion of brand loyalty for ASDA which helps the
company to attract more customers?
Frequency
a) Positive emotions of customers towards brand 6

b) Positive buying behaviour of customers 3
c) Consumer's devotion towards the brand 5
d) Customer consciousness for brand 6
Q.5. As per your experience, does brand loyalty assist ASDA in gaining
higher customer satisfaction?
Frequency
a) Yes 18
b) No 2
Q.6. Do you believe that brand image is combination of various internal
factors existed within ASDA?
Frequency
a) Yes 17
b) No 3
Q.7. What are the major factors acquired by ASDA for increasing their brand
image into the market?
Frequency
a) Examining buyer's journey 4
b) Designing of website 4
c) Existed customers within markets 3
d) Positions of rivalries 7
e) Capability of adaptability for customers 2
Q.8. What is the advantage of brand loyalty for ASDA to deal with market
rivalries?
Frequency
a) Separate edge into competitive market 5
b) Strong bond with customers 4
c) Increase in brand credibility 3
d) Higher customer recognition 6
e) Lower price sensitive customers 2

Q.9. What is the importance of brand image for ASDA in managing their
market rivalries?
Frequency
a) Increase in customer base 5
b) Minimum spend on marketing 3
c) Increased profitability 4
d) Enhancement in loyal customers 5
e) Globalised access 2
Q.10. Do you think that ASDA is required to invest their resources in gaining
customer loyalty?
Frequency
a) Yes 18
b) No 2
Q.11. What are the challenges faced by ASDA during implementing the
strategies of brand loyalty and brand image in improving customer
satisfaction?
Frequency
a) Limited customer engagement 5
b) Lack of customer differentiation 4
c) Lesser focus on innovation 6
d) Customer tribalism 5
Q.12. As according to your mindset, does ASDA required to adopt strategies
to treat all the customer equally for improving brand image into the market?
Frequency
a) Yes 17
b) No 3
Data interpretation
Q.1. What are the major factors of customer satisfaction existed within the
organisation?
Frequency
a) Brand image 5

b) Brand consciousness 5
c) Brand recall 5
d) Brand trustworthiness 5
5
5 5
5
a) Brand image
b) Brand consciousness
c) Brand recall
d) Brand trustworthiness
Interpretation: From the graph demonstrated above this can be concluded that there are various
factors those are associated with developing satisfaction among customers. In this manner out of
20 respondent those were manager of the company 5 have answered that brand image is
regarded as the major factor of customer satisfaction which is existed within the organisation. On
the other hand, 5 have said that brand consciousness is the major factor considered by customers
in order to develop customer satisfaction. Similarly, 5 have said that brand recall is the major
factor of customer satisfaction existed within the organisation. At last 5 have said that brand
trustworthiness is the factor of customer satisfaction within organisation.
Q.2. As per your judgement, what are the factors considered by customers
while making purchase decision?
Frequency
a) Brand existence 4
b) Quality of the product 6

c) Market image 3
d) Post purchase behaviour with customers 3
e) Reviews by customers 4
4
6 3
3
4
a) Brand existence
b) Quality of the product
c) Market image
d) Post purchase behaviour
with customers
e) Reviews by customers
Interpretation: The above mentioned graph demonstrates that there are various factors which
are considered by customers while making any purchase decision. In this manner out of 20
respondents 4 have said that brand existence is the major factor considered by customers while
making purchase decision. On the other hand, 6 have said that quality of the product is the major
factor which is considered by customer while making purchase decision. Similarly, 3
respondents have said that market image is the major factor considered by customers while
making purchase decision. Besides this, 3 have said that post purchase behaviour with customer
of the organisation is the factor considered by customers while taking purchase decision. At last
4 have said that reviews are the major factor which are taken by the customers in order to take
purchase decision.
Q.3. As per your opinion, what is the relation between brand image over level
of customer satisfaction within ASDA?
Frequency

a) Positive 15
b) Negative 3
c) Neutral 2
15
3
2
a) Positive
b) Negative
c) Neutral
Interpretation: The above mentioned graph states that brand image and customer satisfaction is
having positive relationship with each other. In this manner out of 20 respondents, 15 have said
that brand image and customer satisfaction is having positive relationship whereas 3 have said
that these are having negative relationship.
Q.4. What is the major inclusion of brand loyalty for ASDA which helps the
company to attract more customers?
Frequency
a) Positive emotions of customers towards brand 6
b) Positive buying behaviour of customers 3
c) Consumer's devotion towards the brand 5
d) Customer consciousness for brand 6

6
3 5
6
a) Positive emotions of
customers towards brand
b) Positive buying behaviour of
customers
c) Consumer's devotion
towards the brand
d) Customer consciousness for
brand
Interpretation: From the graphical picture this can be concluded that brand loyalty is associated
with various aspects that can be used by organisation in order to attract more customers. In this
manner out of 20 respondents, 6 have said that the major inclusion of brand loyalty is positive
emotions of customers towards the brand. Whereas, 3 have said that positive buying behaviour is
the inclusion of brand loyalty which helps the company to attract more customers. On the other
hand, 5 have said that brand loyalty is linked with consumer's devotion towards the brand and at
last 6 have said that customer consciousness for the brand is the major inclusion of brand image
for the organisation.
Q.5. As per your experience, does brand loyalty assist ASDA in gaining
higher customer satisfaction?
Frequency
a) Yes 18
b) No 2

18
2
a) Yes
b) No
Interpretation: From this chart this can be summarised that with the help of brand loyalty
customer satisfaction can be enhanced. Under the current investigation out of 20 respondents, 18
have said that with the help of brand loyalty customer satisfaction can be enhanced whereas 2
have denied for the same.
Q.6. Do you believe that brand image is combination of various internal
factors existed within ASDA?
Frequency
a) Yes 17
b) No 3

17
3
a) Yes
b) No
Interpretation: This graph shows that out of 20 respondents, 17 have said that there are various
internal factors which are associated with developing brand image. So by combining such factors
and organisation is able to develop their brand image into the market which leads the company to
earn high sales.
Q.7. What are the major factors acquired by ASDA for increasing their brand
image into the market?
Frequency
a) Examining buyer's journey 4
b) Designing of website 4
c) Existed customers within markets 3
d) Positions of rivalries 7
e) Capability of adaptability for customers 2

4
4
3
7
2
a) Examining buyer's journey
b) Designing of website
c) Existed customers within
markets
d) Positions of rivalries
e) Capability of adaptability for
customers
Interpretation: From the graph shown above this is inferred that there are various factors which
are acquired by ASDA in order to increase their brand image within the market. In this manner
out of 20 respondents, 4 have said that examination of buyer's journey is the major factor
acquired by the company in order to increase their brand image into the market. Whereas 4 have
said that designing of the website is the major factor which is acquired by the organisation in
order to increase brand image within marketplace. On the other hand, 3 have said that number of
existed customer within the market is the factor which is seen by the company in order to
develop their brand image into the market. Besides this 7 have answered that positions of
rivalries is the factor which is considered by ASDA for increasing brand image into the market.
At last 2 have said that capability of customer adaption is the factor which is considered by the
organisation for the purpose to develop brand image.
Q.8. What is the advantage of brand loyalty for ASDA to deal with market
rivalries?
Frequency
a) Separate edge into competitive market 5
b) Strong bond with customers 4
c) Increase in brand credibility 3
d) Higher customer recognition 6

e) Lower price sensitive customers 2
5
4 3
6
2
a) Separate edge into
competitive market
b) Strong bond with customers
c) Increase in brand credibility
d) Higher customer recognition
e) Lower price sensitive
customers
Interpretation: From the above graphical picture this can be deduced that with the help of
appropriate brand image an organisation may get an edge to deal with rivalries. Within this
research, out of 20 respondents, 5 have said that with the help of brand image separate
competitive edge can be developed by the organisation. On the other hand, 4 have answered that
strong bond with customer can be created with the help of increasing brand loyalty. Similarly, 3
respondents have given their opinion that brand credibility can be increased with the help of
increasing brand loyalty. Remaining 6 have said that high customer recognition is the result of
positive brand loyalty of customers. At last 2 have said that with the help of brand loyalty lower
price sensitivity customer can be gained.
Q.9. What is the importance of brand image for ASDA in managing their
market rivalries?
Frequency
a) Increase in customer base 5
b) Minimum spend on marketing 3
c) Increased profitability 4
d) Enhancement in loyal customers 5

e) Globalised access 2
5
3 4
5
2
a) Increase in customer base
b) Minimum spend on
marketing
c) Increased profitability
d) Enhancement in loyal
customers
e) Globalised access
Interpretation: From the graph this is concluded that brand image is important for the
organisation in order to manage market rivalries. In this manner out of the total respondents of
20, 5 have said that with the help of appropriate brand image customer base can be increased by
the organisation which would be helpful in their greater survival. On the other hand, 3 have said
that when brand image is high into the market then company is no need to make additional
investment in their marketing which would be helpful for the company to place significant aspect
into their business. 4 respondents have said that with the help of significant brand image the
company may earn higher profits and deal with their competitors in effective manner. Similarly 5
respondents have said that with the help of significant market image loyal customers can be
developed by the organisation and at last 2 respondents have said that when an organisation is
having proper brand image into the market then the company is having power to develop
globalised access.
Q.10. Do you think that ASDA is required to invest their resources in gaining
customer loyalty?
Frequency
a) Yes 18

b) No 2
18
2
a) Yes
b) No
Interpretation: This graph shows that in the current time businesses are required to invest their
resources in such a manner that they may increase their customer loyalty so that market survival
opportunities can be increased. In this manner out of 20 respondents 18 have said that businesses
are required to invest into gaining customer loyalty.
Q.11. What are the challenges faced by ASDA during implementing the
strategies of brand loyalty and brand image in improving customer
satisfaction?
Frequency
a) Limited customer engagement 5
b) Lack of customer differentiation 4
c) Lesser focus on innovation 6
d) Customer tribalism 5

5
4 6
5
a) Limited customer
engagement
b) Lack of customer
differentiation
c) Lesser focus on innovation
d) Customer tribalism
Interpretation: From the above mentioned graph this can be summarised that there are various
challenges which are being faced by the organisation while implementing strategies of brand
loyalty and brand image in order to improve customer satisfaction. In this manner out of 20
respondents, 5 have said that the major challenge is related with customer engagement. 4
respondents have answered that lack of customer differentiation is the major challenge faced by
the organisation while implementing strategies of brand loyalty and brand image in order to
improve customer satisfaction. Whereas 6 have said that lack of innovation is the major
challenge which is associated with implementation of strategies of brand loyalty and brand
image. At last 5 have said that customer tribalism is the major challenge faced by the
organisation while implementing strategies of brand loyalty.
Q.12. As according to your mindset, does ASDA required to adopt strategies
to treat all the customer equally for improving brand image into the market?
Frequency
a) Yes 17
b) No 3

17
3
a) Yes
b) No
Interpretation: From the above graph this is concluded that out of 20 respondents, 17 have said
that the company is required to treat all the customers in equal manner so that to develop their
market image into the market.

DISCUSSION
Conceptual framework of brand loyalty, brand image and customer satisfaction
As per the information accumulated in the literature review through books, articles,
newspapers etc. it is analysed that brand image, brand loyalty and customer satisfaction have
positive approach for a company if it enhanced in an appropriate manner. Earlier it has been
recorded that companies were only focused towards increasing their mass production without
considering views and opinions of customers. But with the time this perspective of organisations
has changed and started giving importance to business environment. The changing market has
highlighted that the most important thing for the development and success of an organisation is
its customers. Brand loyalty is nothing but the behaviour of the purchasers towards the brand and
this behaviour is always considered positive because makes them to buy offerings of an
organisation again and again (Elsäßer and Wirtz, 2017). This is the element of an organisation
that is directly connected to the customers and their several purchases. Brand loyalty can be seen
in those customers who do not shift to other companies even then they get same products at
cheaper prices as they believe in the quality of their brand's product. Brand image is the other
important element that is necessary in the present time because people think a lot about the
image before purchasing any product from that specific brand. It creates impact in the mind of
customers about the specific brand. For grabbing attention of the customer, organisation creates
message, logo and image. They also assist customers to identify the products and services of
their favourite brand. Customer satisfaction is defined as the term that assists in satisfying
customers with the offerings of the organisation. In simpler words, it shows the happiness of
customers with the brand and they are fully satisfied with the different offerings of an
organisation.
Impact of brand image for enhancing the Customer satisfaction in context of ASDA
According to the accumulated information through journals, newspapers, articles etc. it
is carried out that customer satisfaction and brand image is interconnected with each other
because when brand image is positive there are more number of satisfied customers for an
organisation. Brand image plays major role in attracting more number of purchasers towards the
organisation and this also increases the more number of loyal customer base. When purchasers
are satisfied they become loyal to the company and they only get satisfied when image of the
brand in the market is positive. Brand loyalty simply increases when customers become

permanent purchasers for the organisation as they develop positive perceptions regarding that.
The other major impact of brand image is positive consumer buying behaviour because through
this organisation provides products that are better in comparison rival firms. This provides major
advantage for the company because brand image creates positive perception about customers in
relation to their offerings (Bilgin, 2018). Purchasers also do word of mouth because of positive
brand image and influence prospective as well as customers of competitive firms. The other
positive impact of brand image is that it assists company to come up with something new other
than their existing customers. This assists in satisfying large number of customers so that brand
image can be improved more.
Advantages of brand loyalty for ASDA to deal with market rivalries
As per the assembled piece of information in the section of literature review, it is
analysed that brand loyalty is quite significant for the organisations in the same industry. In the
current modern time, brand loyalty is essential for companies so that they could easily achieve
objectives and goals. Loyal customers always buys products from the organisation and this
assists in gaining competitive edge. One of the greatest benefit of brand loyalty for company to
deal with the competitors is competitive advantage (Mabkhot, Shaari and Salleh, 2017). With the
brand loyalty, purchasers become emotionally attached with the brand in comparison several
number of competitors. The other significant benefit is retention of customers as brand loyalty
keeps customers to always have positive perception about the organisation. The other major
benefit is ease in expansion because through this they can approach customers from the new
market. Therefore, there are many benefits of brand loyalty for the company for dealing with
number of competitors such as ease in expansion, reduce the cost of publicity, better brand
recognition and many more.
Challenges faced by the ASDA in implementing the strategies of brand loyalty and brand
image in improving customer satisfaction
According to the recorded data in the literature review it is analysed that company faces
many challenges to implement strategies of brand loyalty and brand images so that they can
satisfy their customers. One of the biggest challenge is limited customer engagement. The
company has limited number of customers so it becomes difficult to interact with large number
of customers. The other significant challenge is data of the customers as for the strategies of
brand image and brand loyalty (Popp and Woratschek, 2017). For this the organisation needs

right information so that they can directly target customers who are interested in the offerings of
the organisation.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
CONCLUSION
It is being concluded from the above information that brand image, brand loyalty and
customer satisfaction plays a significant role in improving the performance and productivity of
business in market. A strong brand image helps in gaining customer loyalty and also creates
credibility. It is essential for company to satisfy the consumers in order to increase the sale and
profitability of business. Brand image plays an important role in enhancing the customer
satisfaction as they enhance brand loyalty, increase customer base, enhance sale, create new
product line and also influence the buying behaviour of consumer. The brand loyalty is enhanced
by attracting more and more buyers towards the brand and offering products according to the
need and expectation of consumers. The brand image also influence the buying behaviour of
consumers by creating positive image and making consumers satisfied with the products and
services. There are various advantages of brand loyalty for organisation in order to deal with
market rivalries such as it helps in gaining competitive advantage, retain customer, generate
revenue, reduce the cost of publicity and provide better brand recognition. Through these
benefits company can compete with their competitors and gain competitive advantage in market.
If the consumers are loyal towards the brand, it helps in retaining and generating more revenue.
For increasing the customer retention rate, organisation can provide better quality of goods and
services to its consumers that makes them feel valuable. Company face various challenges while
implementing the strategies of brand loyalty and brand image for improving customer
satisfaction such as limited customer engagement, deciding budget, proper source of marketing,
maintaining proper consistency, customer tribalism and collecting customer data. These
challenges can influence the profitability and sale of business due to which company is not able
to attain competitive advantage in market.
RECOMMENDATIONS
 From the above information it is being recommended that organisation must focus on
overcoming the challenges while implementing the strategies of brand loyalty and brand
image for improving customer satisfaction. Asda must focus on creating personalised
experiences for consumers so that they can attract more and more people towards the
brand. The personalised experiences helps in increasing profitability and growth of

business due to which company can compete with their rivalries and gain competitive
advantage in market.
 It is important to establish customer loyalty program in order to attract consumers, they
must go extra mile for showing their gratitude. Asda must offer exclusive perks and also
provide free sample of products so that customer can test the product and make purchase
decision.
 Asda must focus on communicating with their customer by interacting them and
responding on their feedback. Customers generally get satisfied when their needs and
demand get fulfilled and also their issues are solved in effective and smooth manner.
Company must interact with their customers on different social media platforms.
 Organisation must also create strong customer support team who can handle the queries
and problem of customers and make them satisfied which helps in increasing customer
base and also build loyalty among people.

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APPENDIX
Questionnaire
Q.1. What are the major factors of customer satisfaction existed within the organisation?
a) Brand image
b) Brand consciousness
c) Brand recall
d) Brand trustworthiness
Q.2. As per your judgement, what are the factors considered by customers while making
purchase decision?
a) Brand existence
b) Quality of the product
c) Market image
d) Post purchase behaviour with customers
e) Reviews by customers
Q.3. As per your opinion, what is the relation between brand image over level of customer
satisfaction within ASDA?
a) Positive
b) Negative
c) Neutral
Q.4. What is the major inclusion of brand loyalty for ASDA which helps the company to attract
more customers?
a) Positive emotions of customers towards brand
b) Positive buying behaviour of customers
c) Consumer's devotion towards the brand
d) Customer consciousness for brand
Q.5. As per your experience, does brand loyalty assist ASDA in gaining higher customer
satisfaction?
a) Yes
b) No
Q.6. Do you believe that brand image is combination of various internal factors existed within

ASDA?
a) Yes
b) No
Q.7. What are the major factors acquired by ASDA for increasing their brand image into the
market?
a) Examining buyer's journey
b) Designing of website
c) Existed customers within markets
d) Positions of rivalries
e) Capability of adaptability for customers
Q.8. What is the advantage of brand loyalty for ASDA to deal with market rivalries?
a) Separate edge into competitive market
b) Strong bond with customers
c) Increase in brand credibility
d) Higher customer recognition
e) Lower price sensitive customers
Q.9. What is the importance of brand image for ASDA in managing their market rivalries?
a) Increase in customer base
b) Minimum spend on marketing
c) Increased profitability
d) Enhancement in loyal customers
e) Globalised access
Q.10. Do you think that ASDA is required to invest their resources in gaining customer loyalty?
a) Yes
b) No
Q.11. What are the challenges faced by ASDA during implementing the strategies of brand
loyalty and brand image in improving customer satisfaction?
a) Limited customer engagement
b) Lack of customer differentiation
c) Lesser focus on innovation
d) Customer tribalism

Q.12. As according to your mindset, does ASDA required to adopt strategies to treat all the
customer equally for improving brand image into the market?
a) Yes
b) No
Gantt Chart