Consumer's Brand Loyalty Assignment

Added on - 21 Apr 2020

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Running Head: BUSINESS RESEARCH METHODOLOGYBusiness Research MethodologyName of the studentName of the UniversityAuthor Note
1BUSINESS RESEARCH METHODOLOGYTable of ContentsIntroduction........................................................................................................................2Summary of the different cases.........................................................................................2Research objectives and the research questions..............................................................3Review of literature............................................................................................................4Evaluation of the appropriateness regarding choice of research......................................7Evaluation of sampling design...........................................................................................8Evaluate the choice of research instruments....................................................................9Conclusion.........................................................................................................................9Reference........................................................................................................................10
2BUSINESS RESEARCH METHODOLOGYIntroductionIn this assignment, five cases has been considered where in the first caseadiscussion has been made about the Chinese young consumer’s brand loyalty towardsportswear products. In the second case, a discussion is being made regarding theimpact of brand loyalty on the purchase of sportswear brand among the customers. Inthe third case, a discussion is being made for investigating the critical components forconstructing the measurements that are influencing the consumers of sportswearregarding brand loyalty. In the fourth case, a discussion is being made regarding brandloyalty towards sportswear in Iran. In the fifth case, the research objective is toinvestigate the brand loyalty as well as other metrics relating to brand performancewithin the sportswear market in the UK.Summary of the different casesIn the first case, a discussion has been made about the Chinese youngconsumer’s brand loyalty toward sportswear products. The research study is aimingtowards investigating the brand loyalty of the Chinese young consumers regardingsportswear products from a self-congruity perspective. Through the observation ofdifferent performance within international as well as domestic sportswear brands in themarket in China, this research study will also be aiming towards examining the influenceof the country of origin on the behavior of the Chinese young consumers regarding thesportswear brand (Lu, 2015).In the second case, a discussion is being made regarding the impact of brandloyalty on the purchase of sportswear brand among the customers. The research studyis aiming towards finding out the brand loyalty factors regarding the purchase ofsportswear brands. The outcome of brand loyalty on different respondents has beendiscussed, taking into consideration the seven factors relating to brand loyalty such asprice, brand name, style, quality of product, promotion, store environment as well asservice quality (Singh, 2014).
3BUSINESS RESEARCH METHODOLOGYIn the third case, a discussion is being made for investigating the criticalcomponents for constructing the measurements that are influencing the consumers ofsportswear regarding brand loyalty. Through the adoption of an overall customersatisfaction model, the research framework will be comprising of five dimensions suchas perceived quality, perceived value, customer expectations, customer satisfaction aswell as brand loyalty (Chang, 2016).In the fourth case, a discussion is being made regarding brand loyalty towardssportswear in Iran. The research study will be exploring the brand loyalty as well asbrand personality behavior regarding sportswear as well as examining the key factorsrelating to brand loyalty including brand name, quality of product, price, style, storeenvironment, promotion, as well as service quality. Also, there will be the identificationof the brand personality dimensions regarded as Big Fives, which are Sincerity,Excitement, Competence, Ruggedness as well as Sophistication in respect of differentbrands of sportswear (Khoei, 2014).In the fifth case, a discussion is being made regarding brand loyalty within thesportswear market in the UK. The research study will be investigating the brand loyaltyas well as other brand performance metrics within the sportswear market in the UK. Themajor findings of the study states that sportswear brands are enjoying polygamousloyalty from their customers, the market is exhibiting the classic double jeopardy patternwhereby smaller brands are having loyalty that is a little lower, and customers switchingamongst sports brands in sequence with their share of market (Dawes, 2012).Research objectives and the research questionsIn the first case, the research objective is to do the investigation of brand loyaltyof the Chinese young consumers regarding sportswear products from a self-congruityperspective. The research question is whether to do the investigation relating to thebrand loyalty of the young Chinese consumers in respect of the sportswear products.In the second case, the research objective is to find out the brand loyalty factorsregarding the purchase of sportswear brands. The research question is how to do the
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