Brand Loyalty in Car Industry

This project examines brand loyalty in the car industry, using Toyota as a case study. It analyzes the concept of brand loyalty, factors influencing it, and strategies to enhance it. The project includes a literature review, research methodology, data analysis, and recommendations for Toyota to intensify brand loyalty among its customers. Desklib provides past papers and solved assignments for students.

An investigation about brand
loyalty in the car industry- A
case study of Toyota

Table of Contents
TITLE: “An investigation about brand loyalty in the car industry- A case of Toyota” .................3
INTRODUCTION...........................................................................................................................3
TIME SCALE..................................................................................................................................5
LITERATURE REVIEW................................................................................................................6
Concept of brand loyalty........................................................................................................6
Factors affecting brand loyalty........................................................................................................7
Strategies to enhance brand loyalty........................................................................................8
Ways to intensify brand loyalty............................................................................................12
RESEARCH METHODOLOGY...................................................................................................13
Type of investigation............................................................................................................13
Research choice....................................................................................................................14
Time frame...........................................................................................................................14
Data analysis.........................................................................................................................15
Data collection......................................................................................................................15
Ethics consideration..............................................................................................................15
RESULTS / FINDINGS ...............................................................................................................16
REFERENCES..............................................................................................................................30

TITLE: “An investigation about brand loyalty in the car industry- A case of
Toyota”
INTRODUCTION
Brand loyalty is the consumer behaviour pattern where customers being committed
towards specific brand and make repeat purchase in given time period. An organization can use
innovative marketing strategies, such as loyalty or rewards programs, incentives and brand
representative (Sasmita and Mohd Suki, 2015). In highly competitive market overwhelmed with
new and established brands, an enterprise employ various strategies in order to develop brand
loyalty. Brand loyal consumers are the foundation of an organisation. This will assist in building
confident of brand loyalty for their goods which are capable to save amount of money from their
marketing budget. This money is used in various schemes is to collect and gather further
customers for their goods effectively. It is crucial for Toyota organisation is to accomplish their
buyers needs and demand in order to gain high income and profits. Along with this, brand loyalty
is defined as positive feelings towards a brand and dedication in order to buy similar type of
goods and services repeatedly in future and current time period. The main advantages of brand
loyalty within an organisation which can introduce premium priced goods as they are secure in
the knowledge which the buyer will not ditch them. The report is based on Toyota which is
international automobile manufacture company and it is world's second largest automotive firm.
The main purpose of this assignment is to understand research aims and objectives on specific
topic. Along with this, literature review help in analysing different authors and scholars view
points regarding research theme.
Background of study
Toyota Motor corporation is the Japanese multinational automotive manufacture firm and
it is situated in Toyota City, Aichi, Japan. It is one of the second largest automobile manufacture
industry. They are design and develop innovative cars which gain attention of large number of
customers (Fatema, Azad and Masum, 2015). Toyota is the world's market leader in sales of
hybrid electric transport and it is one of the largest companies to motivate the mass market
adoption of hybrid vehicles in all across the boundary.
Significance of study

The main importance of this research is to analyse the factors which influence brand
loyalty in the car manufacturing industry. This will assist company in order to gain high amount
of income and profitability effectively. Along with this, Toyota can easily analyse customers
choice and preferences which help them in fulfil all demand in better manner. It is used for
examining and analysing clients requirements in order to acquire high income and profitability.
Aim: “To investigate the factors that influence brand loyalty in the car industry from the
perspective of Toyota”.
Research Objectives:
 To investigate the factors affecting brand loyalty in the car industry.
 To analyse the effectiveness of the strategies of Toyota for enhancing its brand loyalty.
 To recommend effective ways for Toyota to create deeper quantum of loyalty in its
customers.
Research Questions:
 What role does brand loyalty play in the car industry ?
 Which of Toyota cars' attributes/features/benefits play major roles in invoking brand
loyalty in its customers ?
 What could Toyota do in order to intensify brand loyalty in its customers ?
TIME SCALE

LITERATURE REVIEW
A literature review is describe about published data and information in particular topic
area and sometime such facts and figures are related to specific area in given time period. A
literature review is the simple summary of different sources and methods but it is mainly use
specific organisation framework which combined with both summary and brief concepts or
theories. This is the type of review article (Aaker and Joachimsthaler, 2012). It is scholarly paper
that includes present and existing knowledge including substantive findings and theoretical
contribution to particular theme. This is termed as secondary sources and it does not record new
and real enquiry work. It can be seen as basis of investigation in every academic sector. Along

with this, it can be used for recognising different authors and writers views and opinions
regarding specific research topic.
Concept of brand loyalty
As per the view of Shawn Grimsley, (2019) Brand loyalty is the tendency of buyers
which continuous purchase one's brand goods over another. Consumer behaviour patterns
demonstrate which buyers will continue to purchase goods from an organization which has faster
trusting relationship. It is important for Toyota company is to fulfil their buyers needs and
demand in order to gain high income and profitability. Along with this, brand loyalty is defined
as positive feelings towards a brand and dedication in order to buy similar type of goods and
services repeatedly in future and current time period. This can help in analysing customers
behaviour and attitude towards company products and services in proper manner.
 Perceived value :- When it talks about brand loyalty, the company should create a
perceived value in the eye of customers. As customers are the king of the market , so to
create a value in the eye of consumers is much more beneficial. The value increases the
demand and also creates a brand image in the market.
 Marketing :- Marketing starts from the advertisement and work with the market till its
complete the after sales services. Toyota has after sales service which serves as free
servicing for a given period of time. It regulates the whole process from the support of
increasing sales to provide the service after sales.
 Performance quality :- When the word performance enters, then it directly link to the
quality of product and service (Aaker, 2012). Toyota has many unique products such has
RAV4, Toyota Prius+ etc. It always focuses on its new inventions in the market and
update in its technology to offer the best product in the market.
 Loyalty and Customer satisfaction :- Customers are the king of the market, satisfying
them and creating goodwill in the eye of customers is much more beneficial. Toyota has
its unique perspective while talking about customer satisfaction, it works according to the
customer's demand and improve its services as on the feedback given by them.
Factors affecting brand loyalty
According to the view of Raul Galera, 2019 brand loyalty is important because this will
assist in gaining attention of large number of customers towards company goods and services.
There are various factors which directly affect brand loyalty such as advertisement, price,

quality, past experience and service quality. Such are play an important role in business as
organisational requirements in adhere all factors in order to make happy buyers and loyal
towards them. Toyota use branding procedure which help them in creating new and unique type
of image for a product in the mid of customers. This is mainly used for advertising campaigns
which is designed by an organization in order to promote its effective goods and services.
Branding play an important role in enhancing brand equity and brand loyalty. The brand loyalty
is directly affect on increasing business sales and its profitability level by serving various
products and services to their customers (Akdeniz Ar and Kara, 2014). Toyota is multinational
car manufacturing company which create good brand position in order to enhance business sales
and income level. It is require for respective firm is to develop effective brand which attract large
number of buyers towards company goods and services.
 Every company tries to form its strategies according to the updated trend and technology
in the market. Toyota which is the largest auto-mobile manufacturer founded in 1937 in
Japan. The company has adopted many unique strategies to perform better in the market
and can create a brand loyalty in the eye of the consumers.
 These days Instagram is in trend and people are more focused towards its advertisement
because at present the percentage of people using Instagram has a big market in its own.
So, Toyota is working on Instagram Ad Videos which has the power to educate the
customers in the market. Videos, services, technology and many more unique products of
Toyota are portrayed in the market by Instagram (Al-Hawary, 2013).
 Toyota has a unique strategy which is called Pinterest, to civilized or to humane the
different crowd and attached a feeling with the products by organizing different events
such as “Road Trips” and “Outdoor Adventure” etc. These trips with the unknown crowd
creates different unique memories and maintain the brand value in the market. It also
increases the word of mouth advertisement.
Strategies to enhance brand loyalty
At present the platforms of purchasing a product has increased in a vast manner because
of which customers are not loyal towards the particular brand in the market. Many companies
and brand have come up with a conclusion that this new wave of purchasing a product online has
lower down the value of brand loyalty. There are various strategies which help in developing and
formulating brand loyalty for retaining more customers towards organization goods and services

effectively (Anisimova, 2013). There are many unique strategies which Toyota follows to
maintain its loyalty in the market. As it is much more beneficial for the profit maximization. The
company never sacrifices on its important decisions related to the brand loyalty as it increases its
market across the world. These are described as follows:
 Quality Concept - Keeping quality high is the utmost factor of every company. Toyota
which carries a world wide image always take initiative for updating its existing product
with high quality and maintain it for the future. It carries the dynamic image of a
particular brand in the eye of customers as to offer them high quality product is much
more essential to maintain its image in the market.
 Two way communication - It define as the conversation between company and customers
so to educate them about its different new innovations. Toyota use to come-up with some
new and exciting offers, adaptation of unique technology, and the future plans regarding
its company (Apenes Solem, 2016). These all new information scattered or
communicated to the customers of the company. This creates a link, and customers feels
attached to the company as their loyal customers.
 Feedback concept - The most vital concept from which the company notices its
weakness and work on it. Toyota take initiative as to find out its weakness regarding the
product of the company or the services which has offered after purchasing it. This
feedback solve the customer's problem and help them in creating a good bond regarding
its product (Ažman and Gomišček, 2015). This is that concept which assist them in taking
feedback and they are offer potential goods and services effectively. Along with this, an
organisation take initiatives for further steps which help them in achieving potential
customers in better manner.
 Appreciation concept - The company goal is to connect their customers from every
aspect of selling or making a bond, as word of mouth marketing also plays a vital role in
handling the loyalty of its customers. Toyota deals with every thankful letter and stock
their customer's special day to wish them a Happy Birthday. Wishing on festivals, New
year, and on every occasion Toyota gets connections with their customers, which help in
building its loyalty with its existing market (Cho And et. al., 2017). This is the concept
which help them in giving appreciations to their employees which enhance its growth and
income level. It will assist in reaching with desired customers that can be helpful in

analysing their needs and wants in proper manner. The main objective of an organisation
is to make connection with their potential customers and offer them required goods and
services in better manner.
 Adding value concept - Here the question comes in mind about the existing customer,
whether they prefer the brand again and again or not. Toyota pleases their customers by
giving them unique gifts while purchasing the product. It adds the value in the existing
product and deals with their customers by giving them unique discounts, offers, gift
vouchers, bonus services and finds many different ways to make themselves more
attractive (Eggert, Henseler and Hollmann, 2012). The company can use this concept
which help in adding value in order to achieving with desired customers.
 Stay Focused - Keeping an eye on the market competition and always update its
marketing strategies is the most important part of Toyota. Toyota focuses on its
competitors and finds the new updated trends from the market so to change its way of
commination with its customers. It is required for firm is to focus on different marketing
strategies and policies which help them in smoothly run of business operations and its
functions in better manner. Along with this, they are concerned about competition which
occurs within an organisation and it will assist in gaining high income and profitability
effectively (Fatema, Azad and Masum, 2015). This can be used for making and
developing business strategies which help them in analysing all required goods and
services in the large market area. Email strategies – This is one of the effective strategy which assist in gaining attention of
large number of customers towards Toyota cars. For attracting more customers, the
company manager requires to send messages and emails to their regular buyers for
maintain brand image in the mind (Schivinski and Dabrowski, 2015). For this, company
can enhance its brand loyalty in front of domestic as well as international customers. It is
used for developing and formulating business strategies which help them in reaching with
desired income and profitability effectively. This strategy assist in promoting company
goods and services through use of email methods and techniques. Along with this, it can
be helpful in gaining and acquiring high income and profitability.
 Discounts – It is another strategy which assist in retaining large number of customers by
satisfying their needs and demand in better manner. It is the way which help them in

building relationship of trust and loyalty with their customers and they require to give
them value and respect. The company provides discounts and offers which attract large
number of customers towards large market place in goods and services (Gaiardelli,
Songini and Saccani, 2014). They are offer variety of products and facilities in discounts
and it is helpful in gaining attention of more buyers towards desired goods and services.
 Keep quality high: One of the best source to enhance brand loyalty is to give best
quality products and services to their consumers. In order to large amount should be
spend on research and development to grab large attention of consumers. Consumers
consciously focus on quality of product at low price base so that they can get satisfaction.
This is required for firm is to provide best quality based goods and services to their
customers in the large market place. For this, they need to maintain and manage all
products which are high in quality and they are make innovative products and services to
the potential buyers (Germann and et. al., 2014). This will assist them in attracting large
number of customers who are willing to buy such type of goods and services in better
manner. For this, they required to analyse whole market place where they can easily
examine each customers needs and wants along with high quality.
 Engage with consumers: The another best way to enhance brand loyalty is to keenly
engage with consumer base by frequent observation of taste and preferences of consumer.
Give them something exciting so that they pleasantly buy the products and services.
Proper communication is one of the best way to engage with consumers and after sale
services is one of the another most important factor to closely engage with consumers.
They are engaged with customers in order to offer variety of goods and services in the
large market place (Goh, Heng and Lin, 2013).
 Solicit feedback from consumers: The another best method to engage with consumer
and enhance brand loyalty is to take feedbacks from consumer and accordingly mould in
products and services and reach at large consumer base. Know about their experience and
try to give them delighted experience so that they feel satisfied from products and
services. This is the best method which help them in enhancing brand loyalty among
customers in order to reach with desired customers effectively. An organisation analyse
feedback and their buyers response which assist them in gaining attention of buyers
towards their goods and services.

 Stay relevant: One of the most important factor to remain loyal and provide brand
loyalty to consumers is to remain always relevant on own words and give their best
attribute to enlarge business opportunities and grab large market share. This will assist in
stay relevant and applicable which help them in giving their best to the business concerns
effectively (Guajardo, Cohen and Netessine, 2015). It is required for an organisation is to
focus on marketing strategies and policies which assist them in reach with desired buyers
who are willing to purchase such type of goods and services.
 Provide value- One of the important aspect to build brand loyalty is to give best
attributes and features in products that create value advancement in individual life. To
provide value organisation have to add some features and provide on less price so that
they can happily purchase it. This is required for an organisation is to give accurate value
to their potential buyers as per this they can analyse and examine value of goods and
services in proper manner.
Ways to intensify brand loyalty
Intensifying brand loyalty involves re-building brand with the help of seamless strategies.
In this, managers are connected with their buyers which assist them in developing and creating a
sense of belonging and community. They are use various methods and sources which help them
in reaching with desired goals and targets. One of the important way of brand loyalty which can
intensified is by strengthening customer service. At the time, when Toyota delivers quality and
reliable cars to the customers (Guercini and Ranfagni, 2013). Brand loyalty is defined as positive
feelings towards a brand and dedication to buying same type of goods and services. This can be
demonstrated with other attitude and behaviour such as positive word of mouth advocacy. This is
important in company which help in maintaining budgets and funds. With the help of this, it will
assist in enhancing sales volume, premium pricing ability and retaining new customers which
are essential factor for brand loyalty. It is the tendency of consumers which is continuously
purchase one brand's products over another. Consumer behaviour patterns shows that buyers will
continue to buy desired goods from an organisation which maintain strong relationship with
them. There are various ways through which company can enhance their brand loyalty that are
described as under: Use technology to create a better customer experience – In an organisation, technology
is a valuable method and tool which assist them in make improvement in brand

relationship with their customers. This is required for firm is to deliver unique and new
type of services to their buyers which assist them in meet with required needs and
demands in proper manner (Guido and Peluso, 2015). Toyota required to make unique
type of products and services in order to develop effective customer experience. They are
use latest methods and techniques which assist them in achieving high income and
profitability. It will help in developing better customer experience for satisfying their all
needs and wants in better way. Respective company required to adopt latest methods and
techniques which help them in analysing all desired consumers demands. This is required
for firm is to use latest technology and methods that can be helpful in creating customer
experience.
 Use social media to show brand value and customer appreciation – A social media is
the important way which help them in building and developing effective brand loyalty.
This will assist in promoting company goods and services in order to gain attention of
domestic as well as international customers. Toyota required to adopt such method and
technique which help them in reaching with desired buyers who are willing to purchase
such type of products and facilities of cars (Hamin, Baumann and Tung, 2014). Along
with this, firm required to use social media method which assist them in presenting brand
value and customer appreciation towards innovative products. Brand loyalty help
company in using social media which show brand value and gain effective customer
experience.
RESEARCH METHODOLOGY
This is the process and technique that can be used for selecting, identifying and analysing
whole data and information regarding specific topic of research. In this section, investigation can
carry out in order to analyse appropriate method which are used by researcher. In this section,
they allow readers in order to evaluate and analyse the study's whole validity and reliability. It is
defined as the study of technique and method in which they gain correct knowledge and skills. It
is one of the most essential section of investigation report because it is necessary factor to be
considered. With the help of this, all such issues which are related to research report which can
be sort in better manner. It is required for investigator is to conduct all main functions and
activities in given time period so that they can easily gain desired goals.

Type of investigation
There are two types of research methods which can help in gathering and collecting
relevant facts and figures in proper manner. Qualitative method can be used for assembled by
developing usage of qualitative method and its main focus is to maintain quality and customer
perceptions (Guido and Peluso, 2015). Quantitative method is used for gather and collect facts
which includes charts, graphs, statistical information. In the existing project, qualitative research
method can be used for gathering and collecting appropriate data in better manner.
Research philosophy
It indicate different types of values and beliefs that are being followed by researcher and
select correct philosophy in order to achieve desired outcomes. In positivism, reality is stable and
it can be determined and describe from objectives point of view without doing any interference
with phenomenon being studied (Leckie, Nyadzayo and Johnson, 2016). On the other hand,
interpretivism are contend that subjective interference and interpretation is actual which should
be interpreted or evaluated. In the present report, positivism is applied for gathering and
collecting accurate data while completing specific research project.
Research approach
It is the plan and process which consist with steps along with wide range of predictions in
order to describe methods and tools in order to assemble, analyse and interpretation. In inductive
approach, different types of new theories are used that is based on various models and
assumptions as per the results, they are collect relevant facts and figures. Another is deductive
approach which analyse current numerical facts and gather accurate data (Lee and et. al., 2015).
In this report, deductive approach is used by investigator.
Research Strategy
There are different number of research methodology that has been recognised and it can
be used for managing and maintaining hierarchical structure along with three levels. In order to
gain high income and profitability, investigator need to adopt different strategies that are helpful
in examining and analysing desired goods and services. They are taking views and reviews of
different respondents regarding company's new commodities (Hsu, 2012). Along with this, there
are various research strategy which can be used for completing their report effectively. It
includes surveys, action research, grounded theory and ethnography. In the current project,

survey is one of the most appropriate method which can be used for gathering and collecting
correct facts and figures.
Research choice
In this investigation, researcher can used single collection of data methods and techniques
that are related to data analysis process. This is systematic procedure which assist them in
examining and analysing human behaviour and society. There are different types of research
choice which includes mono method, multiple method and mixed method. In this research
project, an investigator is used memo method which assist them in analysing and examining
correct data that can be useful in completing particular project (Hu and et. al., 2012). It is utilised
qualitative and quantitative method and data analysis procedure use to answer the research
questions.
Time frame
Research may be determined as time constrained and snap shot investigation which is
known as cross sectional study and it may be taken for long time period and series on snap shots.
This can be used for framing the time in order to help in framing time according to the schedule.
There are two types of time frame which includes cross sectional and longitudinal. Cross
sectional method is such type of observational study which assist them in examining and
analysing data from large population and represent in given time period (Hutter and et. al.,
2013). On the other hand, longitudinal is an observational investigation where data is gathered
and collected for same subjects in given time. In this existing report, cross sectional time frame
are used for formulating and developing proper time schedule at the time of making research
report.
Data analysis
It is one of the important section of investigation process in which research is need to
analyse and examine needs in order to recognise data collection by researcher effectively. In this,
data and information is find out the details and there are different types of charts or graphs which
can be used for the same. The data will be examined by using random sampling method and its
sample size is 50. This will assist them in identifying appropriate data and information which can
be used for completing specific project. Respondents are such individual who are invited to

participate in research study and they are taken part in this study (Jahn and Kunz, 2012). This is
applied in both qualitative and quantitative study.
Data collection
It is define as data collection which are related to interviews. The interview has been
called “a conversation with a motive” and more formally “a purposeful discussion between two
or more individual” there are various ways through which researcher can collect data such as
structured, semi-structure and unstructured. Structured interview is one which an interviewer
simply reads out a set of closed questions in particular order and notes interviewee responses.
Semi structured interviewed is one where an interviewer has pre set type and order of questions
but it is prepared to add number of questions (Kuo and Feng, 2013). The unstructured interview
is one where an interviewer begin with a single theme. In this report, structured interview is
applied which help them in analysing people needs and wants effectively.
Ethics consideration
It is common undertakings for corporations and association in order to explore entire
areas. In addition to this, it can be examined that legal rules and regulations are identified in the
form of right or wrong effectively. It can be estimated that it is important part which can be used
for securing various criteria on specialist that can be collected and gathered in better way. They
have to develop appropriate decisions for selecting the right and wrong which is show with
individual facts and figures from various respondents (Leckie, Nyadzayo and Johnson, 2016).
RESULTS / FINDINGS
Data analysis – It is the procedure which inspect, cleansing, transforming and modelling
data which main goal is to explore useful data and information and help in making effective
decisions. Data analysis has multiple facts and approaches which encompasses different methods
and techniques under a variety of names, at the time of being used in various businesses. In
current time period, data analysis is play an important role in making decisions in more
systematic and assist business in order to reach with effective operations. Data analysis is the
procedure of correcting outside and other uncorrected information in better manner. There are
various types of data analysis which employ and depend on type of data which is to be cleaned.
It is the process which assist in evaluating and logical reasoning to examine each element of
required data (Leckie, Nyadzayo and Johnson, 2016). This form of analysis is one of the steps

which must be completed when conducting an investigation research. There are various sources
which is collected, gathered and reviewed and after that analysed to develop some of the sort
which find out conclusion.
Along with this, there are variety of specific data analysis method and techniques which
includes data mining, text analytics, business intelligence and data visualisation. It is divided into
descriptive statistics, exploratory analysis and confirmatory data analysis. This will assist in
analysing and examining whole data and information in order to gain attention of large number
of customers. It can be used for maintaining and managing all business operations and its
functions in order to acquire high income and revenue. Data analysis is essential for an
organisation which help them in identify various factors that directly affect business income and
its profitability. Along with this, data analysis is the process of serving and delivering business
intelligence and this will extracting information and data within research report. This involves
multiple stages which includes establishing a data set, developing the data for processing, use
models and theories, examining key findings and develop reports. The goal of data analysis is to
find out actionable display or insights which can inform about decision making. In this, data
analysis can involves descriptive, predictive, statistical analysis, business analytics and big data
analytics. It is the method and technique which can be used for analysing data and information in
order to conduct research project (Leckie, Nyadzayo and Johnson, 2016). In current period of
time, most of the people are concerned in examining and analysing huge amount of data and
information through transaction of variety firm and websites.
QUESTIONNAIRE
Q.1. Are you aware about the concept of brand loyalty ?
 Yes
 No
Q.2. Does brand loyalty influence the Toyota company in order to gain attention of large
number of customers ?
 Agree
 Disagree
Q.3. Do you think brand loyalty helps in acquiring position in the large market place ?
 Yes

 No
Q.4. In which manner, brand loyalty impact on business operations and its functions ?
 Positive
 Negative
Q.5. What are the factors which influences brand loyalty within Toyota organisation ?
 Perceived value
 Customer satisfaction
 Brand reputation
Q.6. What are the advantages of brand loyalty which are gained by Toyota company ?
 Increasing awareness
 Enhancement in Customer loyalty
Q.7. Can brand loyalty assist in acquiring high growth and success level for an organisation ?
 Agree
 Disagree
Q.8. Does Toyota firm can gain consistency with the help of brand loyalty in the market place ?
 Yes
 No
Q.9. Do you have any suggestions regarding factors that influence brand loyalty in the car
industry from the perspective of Toyota.
Q.1. Are you aware about the concept of brand loyalty ? Frequency
 Yes 30
 No 20
Q.2. Does brand loyalty influence the Toyota company in order to gain
attention of large number of customers ?
Frequency
 Agree 45
 Disagree 5
Q.3. Do you think brand loyalty helps in acquiring position in the large
market place ?
Frequency

 Yes 40
 No 10
Q.4. In which manner, brand loyalty impact on business operations and
its functions ?
Frequency
 Positive 48
 Negative 2
Q.5. What are the factors which influences brand loyalty within Toyota
organisation ?
Frequency
 Perceived value 15
 Customer satisfaction 20
 Brand reputation 15
Q.6. What are the advantages of brand loyalty which are gained by
Toyota company ?
Frequency
 Increasing awareness 30
 Enhancement in Customer loyalty 20
Q.7. Can brand loyalty assist in acquiring high growth and success
level for an organisation ?
Frequency
 Agree 38
 Disagree 12
Q.8. Does Toyota firm can gain consistency with the help of brand
loyalty in the market place ?
Frequency
 Yes 42
 No 8
Q.1. Are you aware about the concept of brand
loyalty ?
Frequency

 Yes 30
 No 20
Q.2. Does brand loyalty influence the Toyota
company in order to gain attention of large
number of customers ?
Frequency
 Agree 45
 Disagree 5
Q.3. Do you think brand loyalty helps in
acquiring position in the large market place ?
Frequency
 Yes 40
 No 10
Q.4. In which manner, brand loyalty impact on
business operations and its functions ?
Frequency
 Positive 48
 Negative 2
Q.5. What are the factors which influences
brand loyalty within Toyota organisation ?
Frequency
 Perceived value 15
 Customer satisfaction 20
 Brand reputation 15

Q.6. What are the advantages of brand loyalty
which are gained by Toyota company ?
Frequency
 Increasing awareness 30
 Enhancement in Customer loyalty 20
Q.7. Can brand loyalty assist in acquiring high
growth and success level for an organisation ?
Frequency
 Agree 38
 Disagree 12
Q.8. Does Toyota firm can gain consistency
with the help of brand loyalty in the market
place ?
Frequency
 Yes 42
 No 8
ANALYSIS
Data analysis is the procedure which help researcher in order to gather and collect
accurate data and information in proper manner. This will assist them in analysing and
examining whole research report which can be used developing or formulating accurate facts and
figures. Data analysis is essential for an organisation which help them in identify various factors
that directly affect business income and its profitability. Along with this, data analysis is the
process of serving and delivering business intelligence and this will extracting information and
data within research report.
Theme 1: Concept of brand loyalty

Interpretation: It can be analysed that brand loyalty refers as repeated consumption which is
used or purchase brand by consumer. It is the function of various factors such as perceived
quality of brand its perceived value or cost. This will help them in analysing and examining
brand which are offered by firm in order to acquired high income and profitability. There are
around 30 respondents who are agree on this statement in which they are understand the concept
of brand loyalty which help company in gaining attention of large number of customers. On the
other hand, there are approximately 20 respondents who are disagree on this consideration.
Theme 2: Brand loyalty influence the Toyota company in order to gain attention of large
number of customers
30
20
Yes
No
45
5
Agree
Disagree

Interpretation: From the above described table, it can be concluded that brand loyalty directly
affect on Toyota company. An organisation develop effective and innovative products which are
required by customers in order to satisfy their all needs and demand. This will assist in attracting
large number of buyers towards firm cars and its latest features. There are around 45 respondents
who are agree on this statement where they said brand is influences respective company which
aid them in gain more customers. In addition to this, there are approximately 5 respondents who
are think that brand loyalty does not influence firm.
Theme 3: Brand loyalty helps in acquiring position in the large market place
Interpretation: It can be analysed that brand loyalty assist in gaining top position in the large
market area. This will help them in increasing high income and profitability by acquiring more
buyers towards desired products and services. It can be sued for maintaining and managing
whole business operations and its functions in the global market place. There are around 40
respondents who are said yes that brand loyalty assist in gaining or acquiring top position at
market place. Rest of the 10 respondents are said it is not assist in taking appropriate position and
does not gain accurate place in the external area.
Theme 4: Brand loyalty impact on business operations and its functions
40
10
Yes
No

Interpretation: It can be analysed that brand loyalty assist in enhancing business reputation and
goodwill by selling different types of goods and services among desired customers. This will
assist in creating and developing awareness among domestic as well as international buyers
effectively. There are approximately 48 respondents who are agree on brand loyalty directly
impact on business operations and its functions in positive manner. It helps in developing and
formulating effective functions which smoothly run business operations and its functions in
better way. On the other hand, there are around 2 respondents who are said that it is negatively
impact on business activities and functions in effective manner.
Theme 5: Customer satisfaction is the factors which influences brand loyalty within Toyota
organisation
48
2
Positive
Negative

Interpretation: From the above described table, it can be examined that there are various factors
which directly influences brand loyalty within an organisation. This will assist in enhancing
company income and revenue in better manner. There are around 15 respondents who are said
that perceived value is directly influences brand loyalty. Rest of the 20 respondents are said that
customer satisfaction affect buyers needs and wants which directly impact on business growth
and success. Remaining 15 respondents are said that brand reputation assist in reaching with
desired customers by serving branded goods and services.
Theme 6: Increasing awareness is the advantages of brand loyalty which are gained by
Toyota company
15
20
15
Perceived value
Customer satisfaction
Brand reputation

Interpretation: From the above described table, it can be examined that brand loyalty is helpful
in gaining attention of large number of customers towards company goods and services in the
market place. There are approximately 30 respondents who are agree on that this will assist them
in enhancing awareness among desired customers who are willing to purchase respective
company goods and services in proper manner. On the other hand, there are around 20
respondents who are agree on that it is beneficial for increasing customer loyalty which assist
them in gaining attention of more domestic as well as international customers.
Theme 7: Brand loyalty assist in acquiring high growth and success level for an
organisation
30
20
Increasing awareness
Enhancement in Customer
loyalty

Interpretation: This can be examined that brand loyalty help company in attracting large
number of customers for gaining higher growth and success. It will assist in acquiring high level
of growth opportunities which smoothly run business operations and its functions. There are
around 38 respondents who are agree on that brand loyalty helps Toyota company in order to
reach with potential growth and development. On the other hand, rest of the 12 respondents are
disagree on that statement where it can be seen that loyalty among company brands can not
always assist in increasing growth in the large market place.
Theme 8: Toyota firm can gain consistency with the help of brand loyalty in the market
place
38
12
Agree
Disagree
42
8
Yes
No

Interpretation: It can be analysed that Toyota is the largest car manufacturing firm which
mainly deals in branded products and services. This will assist in acquiring consistency with the
help of brand loyalty in the large market area. It will help them in dealing with variety of
products and services in order to reach with desired goals and targets. There are around 42
respondents who are agree on that an organisation can easily gain consistency by developing
brand loyalty in the market place. On the other hand, there are around 8 respondents which can
assist in gaining consistency through brand loyalty in the large market place.
RESULTS AND FINDINGS
It can be analysed that brand loyalty is important for an organisation which help them in
reaching with desired customers in order to gain high income and profitability effectively. The
concept of brand loyalty assist in gaining attention of large number of customers that can be
helpful in increasing profitability and revenue of an enterprise. Brand loyalty assist in
influencing Toyota organisation in order to attract large number of buyers in better manner.
Along with this, it can be resultant that an organisation help in acquiring position in the large
market area. With the help of this, Toyota can easily reach with desired customers who are
willing to purchase such company goods and services. There are various factors which directly
impact on brand loyalty such as perceived value, customer satisfaction and maintaining brand
reputation. In addition to this, there are various benefits and advantages of brand loyalty that are
acquired by Toyota that includes enhancing customers awareness and building customer loyalty
effectively. This is helpful in achieving with higher growth and success level in order to gain
income and profitability. Brand loyalty assist Toyota in maintaining and managing consistency
in all over the place. While conducting this research, there are various difficulty are faced by me
in order to search appropriate content which are relevant to this topic. On the other hand, there
are various factors which make complexities in front of me such as insufficient cost, resources,
appropriate planning, time period and many more. As a researcher, I used sampling method that
can assist in analysing various respondents views and opinions regarding company goods and
services. There are various issues which are directly impact on research report in order to
analysing and examining whole procedures while making effective investigation project.
CONCLUSION
From the above described report, it can be analysed that Brand loyalty is the consumer
behaviour pattern where customers being committed towards specific brand and make repeat

purchase in given time period. The main advantages of brand loyalty within an organisation
which can introduce premium priced goods as they are secure in the knowledge which buyer will
not ditch them. It is important for Toyota company is to fulfil their buyers needs and demand in
order to gain high income and profitability. brand loyalty is important because this will assist in
gaining attention of large number of customers towards company goods and services. Toyota is
multinational car manufacturing company which create good brand position in order to enhance
business sales and income level. At present the platforms of purchasing a product has increased
in a vast manner because of which customers are not loyal towards the particular brand in the
market. The company never sacrifices on its important decisions related to the brand loyalty as it
increases its market across the world. It define as the conversation between company and
customers so to educate them about its different new innovations. Toyota use to come-up with
some new and exciting offers, adaptation of unique technology, and the future plans regarding its
company. The company goal is to connect their customers from every aspect of selling or
making a bond, as word of mouth marketing also plays a vital role in handling the loyalty of its
customers.
It can be analysed that brand loyalty is helpful in reaching with desired goals and targets
of an organisation in order to maintain and manage business operations at international level.
With the hep of brand loyalty, company can easily acquire large number of customers who are
willing to purchase such type of goods and services in better manner. The brand loyalty is
helpful in getting higher success and growth along with effective profitability within market
place. The investigation of brand loyalty assist an organisation in order to identifying various
factors which are directly impact on business operations and its functions. Along with this, it is
describe different ways through which firm can create effective brand loyalty in the mind of
customers regarding innovative goods and services.
In addition to this, brand loyalty is effective function which help them in making
goodwill and reputation of an organisation. This will assist them in developing new and
innovative goods and services in order to reach with domestic as well as international customers.
It can be useful in acquiring whole market place where they are use techniques and methods in
order to maintain all business operations and its functions. They can adopt various strategies and
policies that will assist in gaining higher income and profitability effectively. It is helpful in
acquiring large number of customers towards desired goods and services in proper way. They

require to manage and smoothly run of all business functions and its operations. There are
various factors which directly affect brand loyalty such as advertisement, price, quality, past
experience and service quality. Along with this, Toyota can easily analyse customers choice and
preferences which help them in fulfil all demand in better manner. It is used for examining and
analysing clients requirements in order to acquire high income and profitability. Toyota is
multinational car manufacturing company which create good brand position in order to enhance
business sales and income level. Many companies and brand have come up with a conclusion
that this new wave of purchasing a product online has lower down the value of brand loyalty.
The most vital concept from which the company notices its weakness and work on it. Toyota
take initiative as to find out its weakness regarding the product of the company or the services
which has offered after purchasing it. In this, company managers are connected with their buyers
that assist them in developing and creating a sense of belonging and community.
RECOMMENDATION
It can be recommended that brand loyalty can help in gaining attention of large number
of buyers towards goods and services effectively. This can assist them performing all business
operations and its functions in smooth manner. Along with this, brand loyalty can be used for
maintaining and managing business income in order to reach with desired organisational goals
and targets effectively. It will help them in achieving set business goals and targets in better way.
Brand loyalty can be helpful in identify potential customers needs and wants in proper manner
for reaching with set goals of an organisation. This can be analysed that brand loyalty assist in
enhancing awareness among buyers towards innovative goods and services which distribute in
the large market place. Toyota can develop and formulate various strategies which are helpful in
gaining high income and profitability. It can assist in developing and formulating goodwill of the
firm that can be used for maintaining business. This is required for firm is to provide best quality
based goods and services to their customers in the large market place. For this, they need to
maintain and manage all products which are high in quality and they are make innovative
products and services to the potential buyers. For this, company can enhance its brand loyalty in
front of domestic as well as international customers. It is used for developing and formulating
business strategies which help them in reaching with desired income and profitability effectively.
To provide value organisation have to add some features and provide on less price so that they
can happily purchase it. The brand loyalty is directly affect on increasing business sales and its

profitability level by serving various products and services to their customers. Here are various
strategies which help in developing and formulating brand loyalty for retaining more customers
towards organization goods and services effectively.
The company Toyota works on its loyalty and to stay ahead of the pack, it need to work
on a game plan which can be done by taking initiative to improve loyalty factor of firm. These
are some points which Toyota can focus in improving its brand loyalty are described as follows:
 Toyota can focus on its quality and never let its customer's down, providing high-quality
merchandise and services put its brand on top.
 In this cut-throat competition in auto-mobile industry which is increasing day to day,
Toyota can work on live and breathe customer service concept, as increase in demand
shouldn't affect the presence of service offering by company.
 The competition is forcing to go the extra mile while focusing on offering new things,
Toyota can provide value, instead of focusing more on offering discount, company can
identify its speciality which their customers are attractive too and can update it with new
technology.
 Market scenario is in full swing, the forces of demand and supply of services are in big
trend. So, Toyota can be proactive in responsiveness as to perform well and can keep its
eye on the ball to make their customers happy.
 With the assistance of different factors, Toyota can increasing their business sales and
growth level at global area and they can easily maintain and manage all factors which are
directly effect on operations.
 Toyota can build strong relationship with their customers if they are make appropriate
goods and services as per the requirements of buyers.
 Respective organisation can make innovation in their existing and current goods that are
gain attention of number of desired buyers.

REFERENCES
Books and journals
Aaker, D.A. and Joachimsthaler, E., 2012. Brand leadership. Simon and Schuster.
Aaker, D.A., 2012. Building strong brands. Simon and Schuster.
Akdeniz Ar, A. and Kara, A., 2014. Emerging market consumers’ country of production image,
trust and quality perceptions of global brands made-in China. Journal of Product &
Brand Management. 23(7). pp.491-503.
Al-Hawary, S.I.S., 2013. The roles of perceived quality, trust, and satisfaction in predicting
brand loyalty: the empirical research on automobile brands in Jordan
market. International Journal of Business Excellence. 6(6). pp.656-686.
Anisimova, T., 2013. Evaluating the impact of corporate brand on consumer satisfaction. Asia
Pacific Journal of Marketing and Logistics. 25(4). pp.561-589.
Apenes Solem, B.A., 2016. Influences of customer participation and customer brand engagement
on brand loyalty. Journal of Consumer Marketing. 33(5). pp.332-342.
Ažman, S. and Gomišček, B., 2015. Functional form of connections between perceived service
quality, customer satisfaction and customer loyalty in the automotive servicing
industry. Total Quality Management & Business Excellence. 26(7-8). pp.888-904.
Chow, H.W. And et. al., 2017. Building brand equity through industrial tourism. Asia Pacific
Management Review. 22(2). pp.70-79.
Eggert, A., Henseler, J. and Hollmann, S., 2012. Who owns the customer? Disentangling
customer loyalty in indirect distribution channels. Journal of supply chain management.
48(2). pp.75-92.
Fatema, M., Azad, M.A.K. and Masum, A.K.M., 2015. Impact of Brand Image and Brand
Loyalty in Measuring Brand Equity of Islami Bank Bangladesh Ltd. Asian Business
Review. 2(1). pp.42-46.
Gaiardelli, P., Songini, L. and Saccani, N., 2014. The automotive industry: Heading towards
servitization in turbulent times. In Servitization in industry (pp. 55-72). Springer, Cham.
Germann, F. and et. al., 2014. Product recalls and the moderating role of brand
commitment. Marketing Letters. 25(2). pp.179-191.
Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated
content. Information Systems Research. 24(1). pp.88-107.
Guajardo, J.A., Cohen, M.A. and Netessine, S., 2015. Service competition and product quality in
the US automobile industry. Management Science. 62(7). pp.1860-1877.
Guercini, S. and Ranfagni, S., 2013. Integrating country-of-origin image and brand image in
corporate rebranding: the case of China. Marketing Intelligence & Planning. 31(5).
pp.508-521.
Guido, G. and Peluso, A.M., 2015. Brand anthropomorphism: Conceptualization, measurement,
and impact on brand personality and loyalty. Journal of Brand Management. 22(1).
pp.1-19.
Hamin, H., Baumann, C. and L. Tung, R., 2014. Attenuating double jeopardy of negative
country of origin effects and latecomer brand: An application study of ethnocentrism in
emerging markets. Asia Pacific Journal of Marketing and Logistics. 26(1). pp.54-77.

Hsu, K.T., 2012. The advertising effects of corporate social responsibility on corporate
reputation and brand equity: Evidence from the life insurance industry in
Taiwan. Journal of business ethics. 109(2). pp.189-201.
Hu, J. and et. al., 2012. The role of brand image congruity in Chinese consumers' brand
preference. Journal of Product & Brand Management. 21(1). pp.26-34.
Hutter, K. and et. al., 2013. The impact of user interactions in social media on brand awareness
and purchase intention: the case of MINI on Facebook. Journal of Product & Brand
Management. 22(5/6). pp.342-351.
Jahn, B. and Kunz, W., 2012. How to transform consumers into fans of your brand. Journal of
Service Management. 23(3). pp.344-361.
Kuo, Y.F. and Feng, L.H., 2013. Relationships among community interaction characteristics,
perceived benefits, community commitment, and oppositional brand loyalty in online
brand communities. International Journal of Information Management. 33(6). pp.948-
962.
Leckie, C., Nyadzayo, M.W. and Johnson, L.W., 2016. Antecedents of consumer brand
engagement and brand loyalty. Journal of Marketing Management. 32(5-6). pp.558-578.
Leckie, C., Nyadzayo, M.W. and Johnson, L.W., 2016. Antecedents of consumer brand
engagement and brand loyalty. Journal of Marketing Management. 32(5-6). pp.558-578.
Lee, D. and et. al., 2015. Antecedents and consequences of mobile phone usability: Linking
simplicity and interactivity to satisfaction, trust, and brand loyalty. Information &
Management. 52(3). pp.295-304.
Loureiro, S.M.C., Ruediger, K.H. and Demetris, V., 2012. Brand emotional connection and
loyalty. Journal of Brand Management. 20(1). pp.13-27.
Murtiasih, S., Sucherly, S. and Siringoringo, H., 2014. Impact of country of origin and word of
mouth on brand equity. Marketing Intelligence & Planning. 32(5). pp.616-629.
Narteh, B., 2012. Key drivers of automobile brand choice in sub-Saharan Africa: the case of
Ghana. Journal of Product & Brand Management. 21(7). pp.516-528.
Pearson, S., 2016. Building brands directly: creating business value from customer
relationships. Springer.
Reza Jalilvand, M. and Samiei, N., 2012. The effect of electronic word of mouth on brand image
and purchase intention: An empirical study in the automobile industry in
Iran. Marketing Intelligence & Planning. 30(4). pp.460-476.
Şahin, A., Zehir, C. and Kitapccedil, H., 2012. The effects of brand experience and service
quality on repurchase intention: The role of brand relationship quality. African Journal
of Business Management. 6(45). pp.11190-11201.
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management. 43(3). pp.276-292.
Schivinski, B. and Dabrowski, D., 2015. The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing. 9(1). pp.31-53.
Shalender, K. and Singh, N., 2015. Marketing flexibility: Significance and implications for
automobile industry. Global Journal of Flexible Systems Management, 16(3), pp.251-
262.
Zhang, J., 2015. Building industrial brand equity by leveraging firm capabilities and co-creating
value with customers. Industrial marketing management, 51, pp.47-58.

Zoellner, F. and Schaefers, T., 2015. Do Price Promotions Help or Hurt Premium-Product
Brands?: The Impact of Different Price-Promotion Types On Sales and Brand
Perception. Journal of Advertising Research, 55(3), pp.270-283.