Predicting Brand Loyalty in Automobile Industry

This dissertation focuses on predicting brand loyalty in the automobile industry, specifically in the UK. It highlights the importance of customer valuation and satisfaction in predicting brand image. The study analyzes factors such as consumer preferences, brand preferences, and consumer values that impact brand loyalty. The research aims to help automobile companies in the UK increase customer valuation and improve their marketing strategies.

Running head: PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Dissertation
Topic: PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY,
CONSUMER VALUE AND CONSUMER BRAND IDENTIFICATION IN UK
Name of the student
Course name
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1PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Abstract
The whole study is going to highlight the importance of customer valuation and
customer satisfaction and how these two factors are helping companies dealing with
automobiles in UK in predicting brand image. It has been seen that most of the automobile
companies are dealing mainly with the development of high rating and consumers brand
preference is depending on the variables such as types of cars that are being purchased
instead of brands of vehicles that are being purchased. It has been seen that producers are
using brand image for the improvement in the production of cars. . The normal regression
formula is Y= α+β1X1+β2X2+β3X3…….+ βnXn+ C. In this equation Y is the independent
variable and Xi’s are set of independent variables. C is the constant. Now β1 is the coefficient
of X1 and similarly βn is the coefficient of the Xn. VIF is the variance inflation factors. From
the above regression analysis, Y=0.906+0.561X1+0.74X2+0.010X3+C. In the above
equation, X1 is the preference of cars, X2 is the brand preference of the customers and X3 is
the consumer values that are being taken by producers
It has been pointed out that in the UK, the prediction of brand value by the producers will be
tough challenge as per the data that has been collected is showing the fact that customers are
not so interested in brands like Bentley, Cadillac and they are not enough to create an
impression on the brand image of the vehicle. Now in order to highlight the development of
resource, through from the data, factors that are being considered by the consumers are not
important in the sense that though it thought to be one of the important thing but the structure
of data that has been collected is not showing that much of dependency.

2PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Table of Contents
Chapter 1: Introduction..............................................................................................................3
1.1 Background of the study...................................................................................................3
1.2 Research Aims and Objectives.........................................................................................3
1.3 Aims of the study..............................................................................................................4
1.4 Objectives of the study.....................................................................................................4
1.5 Research Questions..........................................................................................................5
1.6 Problem Statement............................................................................................................5
1.7 Rationale of the study.......................................................................................................6
1.8 Research Hypothesis........................................................................................................7
1.9 Structure of the study........................................................................................................7
Chapter 2: Literature Review.....................................................................................................9
2.1 Introduction......................................................................................................................9
2.2 Conceptual Framework....................................................................................................9
2.3 Brand value.....................................................................................................................10
2.4 Equity and branding value..............................................................................................11
2.5 Financial based brand equity..........................................................................................12
2.6 Relationship with brand value and marketing of automobiles.......................................15
2.7 Brand conscious customers............................................................................................16
2.8 Web designing of the vehicles........................................................................................17

3PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
2.9 Chapter Summary...........................................................................................................19
Chapter 3: Research Methodology...........................................................................................21
3.1 Introduction....................................................................................................................21
3.2 Method Outline...............................................................................................................21
3.3 Research Onion..............................................................................................................22
3.4 Research Philosophy......................................................................................................23
3.5 Research Approach.........................................................................................................24
3.6 Research Design.............................................................................................................26
3.7 Data Collection Process..................................................................................................26
3.8 Sampling Method...........................................................................................................27
3.9 Sample Size....................................................................................................................28
3.10 Analytical model..........................................................................................................29
3.11 Ethical Consideration...................................................................................................29
3.12 Limitations of the study................................................................................................30
3.13 Chapter Summary.........................................................................................................31
Chapter 4: Results....................................................................................................................32
4.1Introduction.....................................................................................................................32
4.2 Empirical Results............................................................................................................33
4.3 Descriptive study............................................................................................................38
4.4 Inferential study..............................................................................................................43
4.5 Summary.........................................................................................................................47

4PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Chapter 5: Discussion..............................................................................................................48
5.1 Introduction....................................................................................................................48
5.2 Discussion.......................................................................................................................49
5.3 Summary.........................................................................................................................52
Chapter 6: Conclusion and Recommendation..........................................................................54
6.1 Conclusion......................................................................................................................54
6.2 Linking with Objectives.................................................................................................55
6.3 Recommendations..........................................................................................................56
6.4 Limitations of study........................................................................................................57
6.5 Future scope of the study................................................................................................58

5PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
List of figures
Figure 1: Structure of the study................................................................................................11
Figure 2: Conceptual framework.............................................................................................13
Figure 3: 2D and 3D images that are shown to the customers.................................................18
Figure 4: Brands of vehicles in UK and class of vehicles under these brands.........................20
Figure 5: Snapshot of 3D morphing online design of vehicles................................................20
Figure 6: Brand recognition for four big brands of vehicles in UK.........................................21
Figure 7: Research Onion.........................................................................................................26
Figure 8: Deductive way of research.......................................................................................28
Figure 9: Abductive method of research..................................................................................29
Figure 10: Box-plot diagram for car-types and brand image...................................................37
Figure 11: Normal and commercial vehicles manufacturing...................................................46
Figure 12: Total export destinations of UK cars......................................................................47
Figure 13: Gender of responses................................................................................................48
Figure 14: Age of respondents.................................................................................................49
Figure 15: Designation of respondents....................................................................................50

6PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
List of tables
Table 1: Descriptive statistics..................................................................................................37
Table 2: Correlation coefficient matrix....................................................................................39
Table 3: Correlation coefficient matrix....................................................................................41
Table 4: Model summary.........................................................................................................53
Table 5: ANOVA calculation...................................................................................................55

7PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Chapter 1: Introduction
1.1 Background of the study
In the modern world of business, increase in the brand loyalty is one of the important
concepts. Through the identification of brand loyalty and brand image the companies target
their specific customer groups. However, automobile industry is more fragile and more
competitive in nature. New companies are entering the market of automobile with
improvement in the technologies that are forcing the existing companies to feel the pressure
of high competition. Now in such circumstances in order to thrive in the market, the existing
companies will require customer loyalty and customer base. Consumer brand identification is
an important process through which the companies can understand what changes the
company requires in order to increase the satisfaction of the customers regarding
consumption of their vehicles. The study is mainly aiming to highlight the ways of increasing
customer valuation and brand loyalty.
1.2 Research Aims and Objectives
The main aim of the research is to predict the stature of the brand loyalty and
customer valuation that will be important for the automobile companies doing business in UK
in order to thrive within the industry. The study will help in the identification of factors that
are mainly beneficial for the automobile industry so that the companies will be able to expand
their profitability. Increase in the customer valuation will increase the communication level
with the customers and open communication will definitely help the companies to identify
their demand that will be influenced by tastes and preference. The second aim of the research
is to identify the factors that are lying within demand of customer that are influencing
marketing of the products.

8PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
 Objective is to highlight the factors that are having huge impact on marketing of
automobiles
 Objective of the research is to identify the consumer demand by analysing their tastes
and preference
 Objective of the research is to identify the factors that are impacting customer
valuations of the automobile products in UK.
1.3 Aims of the study
Aims of the study is to make smooth analysis that would have result in identifying the
important factors that are mainly responsible for retention of customer valuation. The main
aim of the study is to bring in better technologies that will be implemented by automobile
companies in UK in order to increase the customer valuation. On the other hand, the study
will aim to predict the brand awareness for the automobile companies operating in UK.
Through analysing of customer brand loyalty, the companies in UK will be able to identify
the factors that will increase marketing of automobile products. Increase in the customer
valuation regarding the automobile industry of UK is mainly going to open up the
international market for automobiles. In order to identify the main factors that are mainly
responsible for the increase the customer valuation the companies in UK will have to take
part in the survey and other ways to reach out customers.
1.4 Objectives of the study
 To identify the factors that are mainly helping to increase customer valuation for the
automobile industry in UK
 To identify the factors that will increase the brand identification for the products by
the customers
 To identify the components that will increase the rate of effective prediction of brand
loyalty

9PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
 To identify the impacts of customer valuation on the customers demand on the
automobiles of UK.
1.5 Research Questions
Research questions will mainly benefit study in achieving the research objectives. The
setting of better research questions will help in identification of factors that will increase the
customer valuation and customer loyalty on branding. The research questions will try to
identify the tastes and preferences of customers and through that the study will be able to
identify the types of vehicles that are being preferred by various group of customers.
How far the customer valuation is important for any company to identify demand?
How far the customer loyalty on a particular brand can be known from data?
How far the brand loyalty can influence the marketing of products?
How far the producers in automobile will bring changes in their products?
1.6 Problem Statement
The main problem that is being present within the study is relationship that is having
within brand loyalty and marketing of the automobiles in UK. Through the increase in the
customers valuation and brand loyalty will bring in high class of resource utilisation will
definitely bring in high rate of improved level of customer valuation. The problem statement
is important in the aspects that utilising the customer valuation, the companies doing business
in the automobile industry will be able to improve the design of their automobiles. The major
problem that is lying within the study is that most of the companies after reaching a
formidable position within the automobile industry tends to forget the customers and they
only focuses on giving tough competition to its competitors. However, one of the major
problems that has been seen that in the long run is that most of the companies will definitely
consider marketing of their products based on the strategies taken by competitors. Through

10PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
the increase in the customer valuation, the companies will be mainly aim to increase their
area of competition so that they can increase their profit level. The main problem of the
statement is in the modern world of business, the increased valuation of consumers will
definitely increase the marketing of the products.
1.7 Rationale of the study
The rationale of the study is mainly looking into the matter of consumer brand loyalty
on the products of the automobile companies. In order to increase the purchasing decision
and to influence the tastes and preference of the consumers, the automobile industry is
bringing continuous up gradation to their products in the form of design and technology. The
rationale of study is important in the sense that through the increased level of consumer
valuation. The automobile industry is one of the important industry in UK, and the company
is having more than £71.6 billion (Home.kpmg, 2019).
The whole industry is having valuation of around £18.9 billion (Home.kpmg, 2019).
Around 189000 employees has been working in the industry. Now consumer valuation and
brand loyalty is important for such a vital industry (Home.kpmg, 2019). The study is going to
highlight the consumer values and brand loyalty by the customers will increase the allocation
procedure for the companies like Aston Martin, Bentley, Morris Garage and many more.
Now it is important for customers to bring in customer valuation so that car manufacturing
companies can understand what types of changes customers are demanding in their vehicles.
The main rational of the study is to bring in high relationship among the customers and cars
that are being manufactured within UK. Through the incorporation of high dependence of
benefits, it is important for the automobile industries to bring in more amount of investments
that has definitely aiming to bring in high grade of important vehicles that has definitely
having deep impact on the resource distribution. However, in order to bring in high class of
resources, it is important to bring in high class of employees. One of the major rationality of

11PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
the study is to bring in high class of automobiles in UK that will definitely rule the entire
market.
1.8 Research Hypothesis
Research hypothesis is one of the important part that actually helps in accepting or
rejecting null hypothesis. Through the identification of P-value, the study will be able to
identify whether the null or alternative hypothesis is going to be accepted or rejected.
Through the setting of the research hypothesis, the study claims the fact that in order to reject
the null or alternative hypothesis, importance of p value is significant. Now the research
hypothesis will definitely look to indulge the null or alternative hypothesis by looking into
the research objectives. Now in order to increase the development of research, the formation
of research hypothesis will definitely look into developing better statistical modelling. In
order to increase the effectiveness of statistical modelling, development of research
hypothesis is important. For this purpose of the study, the following research hypothesis is
required. The research hypothesis will help in the involvement of statistics that has increased
the population of human resources and factors that will not only hinders the marketing but
also in productivity.
HO: Consumer valuation is not important for the marketing of products
H1: Consumer valuation is important for marketing of products
1.9 Structure of the study
The structure of the study is mainly showing the hierarchy that will be followed by
each sections. The first section is consisting of brief introduction regarding the brand loyalty
of the customers regarding the automobile industry in the UK. The research hypothesis is
showing the fact that research hypothesis that will definitely aim in achieving the research
objectives. The second chapter will mainly deal with the literature review. The importance of

12PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
this section lies in the fact that it will consider previous writing and research works that are
being based on the topic. In order to increase the effectiveness of the study, the previous
research work that has been done will help new studies. This time study will incorporate both
primary and secondary method of data collection and will try to link with the theories so that
the effectiveness can be increased hugely. The third chapter is mainly dealing with
methodologies that will be incorporated by the study. The methodology is important in the
sense that it will determine the process of data collection and will review the sampling
method. Through the identification of research onion and research philosophy, the study will
definitely able to highlight the inductive or deductive method of data and quality of project is
actually depending on the methods of data collection.
Figure 1: Structure of the study
(Source: Created by Author)
Introduction Literature Review Methodology
Results Discussion Conclusion &
Recommendation

13PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Chapter 2: Literature Review
2.1 Introduction
This chapter is going to identify previous works that has been done on this topic. Now
in order to indulge the development of the study, it is quite important to study previous
research works. This section will review literature works that has been done on the topic and
how the study is going to proceed further taking the data into account. Now in order to bring
the analysis more study will be done on the consumer branding. In order to predict the loyalty
of the customers the automobile industry are going to highlight some of the important factors
that are actually pulling things of so that the better research can be done. Various authentic
journals will be reviewed under this sections and the gaps will be identified that are having
currently within the study. The chapter will also have a close look at various government and
company websites and will collect data so that analysis can be made smoothly. Conceptual
framework is going to identify the connections among dependent and independent variables.
2.2 Conceptual Framework
This chapter is going to highlight the fact that predicting the brand loyalty and
customer brand identification is the dependent variables and some of the factors in the form
of price of vehicles that automobile industry is bringing in the market of UK. Another set of
factor that is important for the development of regression analysis is income of the peoples
living within the UK. Moreover, it is important in the sense that in order to bring the
effectiveness of study, the conceptual framework is an important part of the whole study.
Among all other factors, these two factors are most important. Customer valuation entirely
depends on the tastes and preference of the customers and how the companies are using the
tastes and preference of the consumers in order to bring new products in the market of UK.
Now in order to bring in high quality of vehicles by companies like Aston Martin, Bentley

14PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
and many more need to take the pricing strategy so that manufactured cars can be made
available within affordable prices.
Figure 2: Conceptual framework
(Source: Created by Author)
2.3 Brand value
Brand value is one of the important aspects that is closely related with the increased
level of productivity of most of the companies. Through the brand value the companies doing
business in automobile industry will be able to identify the process so that the marketing of
the products can be made smoothly. According to Pearson (2016), brand is a combination of
features that actually helps in increasing the customer satisfaction level. Through the
increased level of brand value, the automobile companies in UK should think of bringing
vehicles with advanced technology that will increase the customer satisfaction. There are
some goods for which the emotional attachment of the customers is too high. For example,
Valuation of
customer
for vehicles
Customer
perceptions
Predicting
brand loyalty
and customer
valuation

15PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
the users of Land Rover will definitely not be looking to purchase any other type of vehicles.
Now in order to increase the brand Value and brand loyalty, the importance of advertisement
is tremendously important. Now let us consider the advertisement strategy that has been made
by Volkswagen in UK. The Company used a tagline, “Owning a Volkswagen is associated
with dependability-if only everything in life was as dependable as Volkswagen’’ was their
main tagline.
Pearson (2016) opined that continuous use of this tagline helped the company in
gaining profit of £30 million over three years and the advertisement costs of the company
was around £10.9 million. Even companies like British Airways, also used their factor of
timely arrival in their advertisements campaign in order to increase more number of
customers compared to their competitors. Most of the automobile industry in UK, should
bring more amount of advertisement. They need to keep the competition within the market
active and this will bring quality products in the market. Every company is aiming to increase
their performances in the automobile industry. Companies like Bentley and Land Rover will
try to compete with Lotus and Aston Martin while making sports car.
2.4 Equity and branding value
Both the terms equity and brand value are two important terms that actually enhances
the development of marketing of the products. Now the study is taking into account, four
main perspectives of the equity and branding values- entity based, financial based, process-
based and network based brand equity. According to Glynn and Brodie (2016), use of these
four kinds of brand equity is going to help automobile industry grow and flourish. Through
the incorporation of equity based branding, the companies aim in increasing the
advertisement of the products through the companies aim in having direct impact on the
customer behaviour. Taking the help of customer based equity, the automobile industry of
UK is aiming to segregate the consumer market of the automobile based on choice and tastes

16PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
and preferences. Consumer awareness, brand awareness, consumer perceptions are going to
be important factors while predicting brand value, loyalty and customer valuations.
2.5 Financial based brand equity
Financial brand equity is going to help the customers as the focus is not on the
individual customers but on the overall financial valuation of the customers while purchasing
particular brand of automobile. Now in order to bring in brand value of a particular
automobile, the manufactures will be looking to bring in high class of technologies. If the
customers are getting the product in an affordable price. Now the financial based brand
equity is aiming to bring in high class of technologies if and only if the companies are having
enough shareholders. In order to deal with high level of competitors, the companies will have
to bring identification of their shareholders. In order to increase the brand loyalty of the
customers, automobile companies are doing business both in online and offline platform that
actually helps in the increase of sales.
Social support is defined as “the social resources that persons perceive to be available
or that are actually provided to them by non-professionals in the context of both formal
support groups and informal helping relationships”. The concept of social support is derived
from social support theory. This theory explains how social relationship influences
individuals’ cognitions, emotions, and behaviours. Social support has been extensively
examined within the realms of psychology, sociology and healthcare. From a psychology
perspective, social support examines how individuals experience the feeling of being cared
for, being responded to and facilitated by people in their social groups). In the context of
social commerce, social support can be emotional or informational. Emotional support is
defined as “providing messages that involve emotional concerns such as caring,
understanding, or empathy” (Liang et al. 2011, p. 72). Contrastingly, informational support
refers to “providing messages, in the form of recommendations, advice, or knowledge that

17PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
could be helpful for solving problems” (Liang et al. 2013). These supports are core
components of the social relationship network construct. For example, social networking sites
such as TripAdvisor, where the members regularly provide informational support to other
travellers by creating content (e.g., travel experience and hotel rating).
Interactivity is an important characteristic of social commerce. Drawing on the
definition of interactivity developed by Steuer (1992), we define it in the social commerce
context as: the extent to which consumers participate in social shopping activities, and as a
result generate and share information with one another to reach a consensus within a social
networking environment. Interactions can be formed through social functions such as forums
and communities, ratings and reviews, and referrals and recommendations. These functions
are the key differentiators of social commerce from other forms of online business
environments, which may impact users’ perceptions and behaviours (Pearson, 2016).
Interactivity can be categorized on the basis of the feature, perception, and process
approaches. The feature approach focuses on the media and technologies that provide human-
to-human and human-to-computer communications while the perception approach
emphasizes on “the ability of users to perceive the experience to a simulation of interpersonal
communication and increase their awareness of tele-presence” (Pearson, 2016). The process
approach contends that social interaction is “a two-way communication between source and
receivers, or, more broadly multidirectional communication between any number of sources
and receivers”). For the purposes of this research, we adopt the process approach to
categorize interactivity in social commerce into two perspectives: (1) consumer-consumer
interaction; and (2) consume-seller interaction. Each of these captures a unique angle of
interactivity, which are combined to reflect a holistic picture of customer interactions in a
social commerce environment. Social support theory stresses that its effects cannot be
separated from relationship processes that often co-occur with its use. The formation of social

18PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
support mechanisms should be linked with interpersonal processes and its constructs. Users
in a social commerce platform may consider relationship quality to be guaranteed if they feel
that people within an online community can provide substantial support to them. This implies
that strong perceptions of social support within communities will influence users’ behavior so
that they may be willing to interact with others, thereby enhancing the relationship quality.
Following this logic, we theoretically combine two theories (i.e., social support and
relationship quality theories) together and examine the impact of social support on
relationship quality. Thus, this leads to the following hypothesis be proposed.

19PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
2.6 Relationship with brand value and marketing of automobiles
In order to increase the brand value the automobile industry is going to increase the
market reach of their vehicles. According to Mahfooz (2015), automobile industry is mainly
standing on the brand preference and brand identity. Increase in brand awareness, perceived
quality, brand association, and brand loyalty will definitely increase the brand identity of any
products and it has been clearly identifying the fact that brand image and brand performances
is an important concept and working as driver for the development of business. Through the
increased level of resource utilisation, the companies doing business in the automobile
industry has tried to build up brand loyalty. Brands like BMW and Cadillac took more than
100 years to establish brand reputation. Continuous and consistent performances are the two
factors that actually highlights brand loyalty and it is one of the important aspects for the
development of purchasing decisions that are being made by the consumers. Burnap et al.
(2016) opined that it is important for the companies to deal with the customer satisfaction and
most of the companies in US and UK are using 2D and 3D technologies while showing the
upcoming models to the customers.
Figure 3: 2D and 3D images that are shown to the customers
(Source: Burnap et al. 2016)

20PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Through the use of this technology, most of the companies can learn about the
consumer’s preference on the design and specification of the upcoming models that are going
to be launched in the market. The 2D and 3D images are not having any kind of brand logo so
the question of biasedness of the producers in getting market share of the automobile industry
(Aguwa et al. 2017). The image representation process is mainly helping the development of
idea within the customers mind so that they can well prepare them with the future design.
2.7 Brand conscious customers
In order to increase the brand loyalty of the vehicles, it is highly important for the
automobile companies like BMW and Cadillac to identify the customers that are brand
conscious and considers the factor while making a purchase of the automobile industry. In
order to identify the brand conscious customers, use of social media is one of the important
feature. Now through the social media, most of the customer related data can be gathered
from the number of website and page visit. Now in order to increase the development of the
customer attraction, the companies doing business is taking various kinds of surveys that will
definitely help in the identification of customer preference and their feedbacks when they are
allowed to take a test drive. Sometimes, companies that are indulged with the manufacturing
of sports car takes the social media advertisement as one of the factor to increase their market
share.
According to Burnap et al. (2016), companies do a filtering on the customers
regarding their preferences from the previous data and they try to predict the future
consequences of data. Now even they try to display the strength of their upcoming cars
making an advertisement with stuntman to prove the hardness and safety concern of the
company. Even the accident checking steps are often displayed in the webpages of various
brands of automobile. This kinds of approach raises a question in the mind of customers
which vehicles to purchase. This is because from the consumer preference theory more is

21PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
preferred to less. Many companies are dealing with geometric variables while making design
of the cars. Geometric models are helping in making the future design that will automatically
increase the preference of the vehicles. Moreover, with the improvement of the
experimenting best design of the products is being chosen to be launched in the market.
Figure 4: Brands of vehicles in UK and class of vehicles under these brands
(Source: Burnap et al. 2016)
2.8 Web designing of the vehicles
Taking the help of modern technologies and web designing technologies, most of the
companies in the automobile industry is giving their customers freedom to submit their
choice of design for customised vehicles. Even many companies are delivering customised
vehicles to their customers so that customer satisfaction can be maintained.
Figure 5: Snapshot of 3D morphing online design of vehicles
(Source: Burnap et al. 2016)

22PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
These kinds of technologies obviously helps the companies in knowing the customer
preferences that will definitely help the companies in manufacturing the vehicles so that the
customer loyalty and brand preference is still active. In this respect, the contribution of the
social media is important and it has been seen that car manufacturing companies shares the
online design form in their websites and customers can add in their choices regarding designs
and performances.
Figure 6: Brand recognition for four big brands of vehicles in UK
(Source: Burnap et al. 2016)
From the above diagram it is quite clear that about 93% of the customers are
preferring BMW brand while purchasing vehicles when the brand-conscious data has been
taken into consideration and that is quite higher than Audi and Cadillac. Even clubbing
together the data of all customers is also showing BMW as the most desired vehicles in the
world and even in UK. So in some contexts brand recognition is playing big roles in
marketing of the products and most of the time customers do purchase according to brand
loyalty. Moreover, social media is going to play an important role because of the fact that
through social media the companies will identify the activeness of customers regarding the
choice of any vehicles.

23PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
According to Mabkhot (2016), the brand personality is important because of fact that
in order to increase the marketing of the products and to continue business in the international
market, automobile companies will tend to choose best performing technologies. In order to
indulge the development of marketing of the products it is necessary for the companies to
bring in best resource so that investment that is being done on the ground of better
improvement will definitely aim at market expansion. Now in order to indulge the
improvement in the economic activities most of the companies in the automobile industry in
UK is going to bring in more upgraded technologies so that they can compete with their
competitors. Now in order to highlight the incorporation of business, it is important for the
companies to increase the resources so that better rolling out of the business is possible.
2.9 Chapter Summary
The chapter is claiming that most of customer valuation is important while making
tough decisions that are going to help the companies that are dealing with manufacturing and
distribution of automobiles in UK will definitely increase the resources distribution. In order
to highlight the responsiveness of the customers. In order to increase the marketing of the
products bringing new vehicles and technologies in the market is highly important. In order
to increase the technologies to be used, the companies dealing business in UK is mainly
looking at the brand value in order to predict the customer valuation. The chapter indicated
the satisfaction level of brand conscious customers that has helped in the identification of
choice and preferences. This chapter has included the dependent and independent set of
variables that will be crucial for the development of regression.
Concept of brand value and brand equity is important and is carrying significant
impact on the decision making abilities. Through the incorporation of brand loyalty and brand
preciseness, the companies is definitely taking the business into new horizon. Through the
incorporation of better activities from the producers will help companies like BMW, Audi

24PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
and Cadillac is definitely targeted their markets and has successfully increased and
implemented branding of the products through the increased level of brand value. Now in
order to highlight the strategies that has successfully utilised the resources, it is important for
the companies to bring in best quality of resources. In order to increase the development of
activity in the automobile industry is mainly going to highlight the development of
marketing.
Now when the companies are doing business in competitive market, the improvement
of the business is going to highlight the gaps that is present within their designs and other
prospects. Through the increased level of customer valuation, it is important for the UK
automobile companies to increase the development of product quality and process quality.
Now in order to survive in the competitive environment, most of the companies’ will
definitely aiming to improve the technology that will definitely boost up the sales of the
company. Through the valuation of customer feedback they will be able to increase the
communication level with the clients. It is important for the companies to indulge the
development of better products.

25PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Chapter 3: Research Methodology
3.1 Introduction
Research methodology will automatically aims in identifying the process through
which the study is going to proceed. The main aim of this section is to identify the sampling
method through which the 250 samples will be collected. Moreover, this section will also
identify the research philosophy, research design and research approach. Data collection
process is going to identify the methods through which data will be collected. Sampling
method is going to identify the fact that whether the study will incorporate Simple random
sampling with replacement or simple random sampling without replacement.
Analytical models will incorporate the use of SPSS in order to identify the dependent
and independent model. While statistical outcomes like regression analysis will identify the
degree of dependence among the dependent and independent variables. Ethical considerations
is going to highlight the fact that study will abide by the data protection acts (Antwi, and
Hamza, 2015). The limitations of study will identify the gaps that are having within current
research and previous research works. Method outline is going to highlight the facts and
process that will be crucial for the improvement of the study. Introduction of the analytical
model will definitely going to identify the gaps that are currently being present within the
dataset and the methodologies. Now in order to increase the potentiality of the research
methodology, the study will incorporate better design and better implication of resources can
be better utilised.
3.2 Method Outline
Method outline is going to highlight how this chapter will flourish so that better
technologies of automobile industry can be found. Use of inductive method for this method
will not be a great help in the sense that development of new theory will not be a great help in

26PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
the sense that economy of UK is unable to utilise the existing theories. The deductive method
of research is mainly going to be helpful in the sense that through the incorporation of better
level of resources development. Through the incorporation of deductive method, the study is
going to identify and use the existing theories using the newly obtained level of data from the
authentic source of journals and data from institutions like World Bank and IMF is going to
help a lot. It is important to use the existing theories that will definitely help the incorporation
of exiting theories and that will increase the effectiveness of the results (Lara Varpio and
Mylopoulos, 2015).
In other words it is highly important in the sense that the study will be mainly aiming
to increase the development of better amount of resources and through the increased level of
resource development, the study will definitely looking to bring in better amount of policies
and technologies of sampling collections will definitely going to improve the development of
resources and policies. On the other hand, through the incorporation of effective level of
research the economy is mainly looking to increase the distribution of revenue (Yerpude and
Singhal, 2018). The data collection process is going to increase the effectiveness of the
outcomes as required number of sample size can be determined.
3.3 Research Onion

27PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Figure 7: Research Onion
(Source: Saunders et al. 2009)
The extreme outer layer of the research onion is showing philosophies, approaches, strategies
that are to be used by the study to increase the effectiveness of the study. On the other hand
using the effective level of resources will indulge the study to bring in better level of resource
development that is going to increase the level of production. Through the introduction of
better level of methodology the study is using high level of methodology that is going to
improve the amount of results that are goi9ng to deliver unbiased results.
Use of theories in the form of realism and interpretivism is mainly going to bring in
better amount of study material that is going to increase the use of better technology to
identify the amko0unt of study. Using case study, experiment, survey and action research is
mainly going to incorporate business that is going to improve the study (Chavez et al. 2016).
Through the use of various process, the study is mainly going to increase the development of
activities that are going to increase the overall resource development. Through the increased
use of the above mentioned strategy will bring in better level of economic activities. This has
given rise to the development of economic activities that is going to increase the level of
national level of growth. Through the improvement in the level of growth, the economy of
Nigeria is looking to minimise the level of corruption.
3.4 Research Philosophy
The use of research philosophy is mainly looking to indulge the amount of activities
that are mainly associated with better and improved level of productivity. Through the use of
upgraded technology the economy of UK is mainly looking to bring high level of technology
so that improvement in brand value identification is possible in automobile industry. Four
types of research philosophy is helpful for the improvement in the study and they are

28PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
pragmatism, positivism, realism and interpretivism. On the other hand, using the resources it
will be highly important for the study to bring in better level of effective policies that are
going to bring in better level of improvement in the economy. Pragmatism is mainly going to
highlight the use of mixed or multiple level of resources and design of the study. This is
mainly going to increase the level of development that is going to indulge the improvement.
On the other hand, use of positive philosophy the country can take the help of both qualitative
and quantitative designs that are going to increase the level of resource distribution (Kumar
and Singh, 2016). The use of realism philosophy is mainly going to indulge the level of
model that is going to be fit based on the model requirement. In order to indulge the
development of new model, use of interpretivism is being used by the study. The modus
operand of the model is that researcher is going to divide the whole sample in to small
samples that will increase the level of new study generation.
3.5 Research Approach
Three kinds of research approach is that three kinds of technologies that are
deductive, inductive and abductive method of research approach. On the other hand, use of
above mentioned research approach is mainly looking to incorporate the level of resources
that can be channelized to increase the development of better model determination. On the
other hand, using these kinds of approach is mainly going to bring high method of research
that is going to bring high yielding results. In the use of deductive method of approach the
conclusion is depending on the whole of analysis. In the use of inductive method of approach
the known premise is used in order to infer results. Through the incorporation of better level
of production and study material is mainly going to improve the level of resources and how
the study is going to increase the development of study. Through this method, the known
premises are used to determine unknown conclusions. On the other hand, this is helpful for

29PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
the study to bring the amount of unknown conclusions that are going to help the development
of resources.
Using the inductive method of research approach the study is mainly using the
resources to bring in high class of technologies and study materials to use the helpful
inductive approach. In order to highlight the importance of resources, it is important to bring
high class of materials and that are bringing in high class of resource development.
Figure 8: Deductive way of research
(Source: Created by Author)
Theory Hypothesis Observation Rejection/Acceptance

30PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Figure 9: Abductive method of research
(Source: Created by Author)
3.6 Research Design
In order to increase the development of research design the study will bring to indulge
the neutrality within the data collection technologies that is going to bring in better level of
data neutrality. In order to bring in high class of efficiency the study is mainly looking to
bring high end of design for the study. Use of concepts in the form of neutrality is going to
bring in better level of re4source neutrality that is going to bring in high technology. Through
the use of better level of technologies is going to increase the level of resource utilisation so
that the study is going to use unbiased level of resource development.
The use of qualitative research design is going to increase the rate of study and the use of
better level of economic activities are going to increase the allocation of resources. On the
other hand, use of quantitative method of design is going to increase the development of
resources is going to help the study by improving the level of economic activities. This is
going to increase the overall resource of the economic activities that are going to increase the
improvement of the whole style of the data. Through the incorporation of better technologies
that are going to increase the level of technology that are going to bring high end of
Observation/tests Pattern Theory

31PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
resources. Using the high level of interference, the study is mainly aiming to increase the
development of resources.
3.7 Data Collection Process
Data collection process is mainly going to increase the development of technologies
that are going to increase the level of resources so that the study is mainly aiming to increase
the overall resource capitalisation. Through the incorporation of better level of data collection
process, the study is aiming to increase the level of production that are going to increase the
effectiveness of the whole data. In order to increase the development of resources, the study
is mainly going to bring in high class technologies that can be used in making high level of
data. The study will consider both primary and secondary data collection technologies. The
secondary data that are collected in the form of authentic journals and World Bank magazines
and is going to bring high level of resource development.
Through the use of various websites like world bank and IMF are going to bring high level of
secondary data. The study is going to take primary data from the survey method using 30
samples. Data collection technology is going to take the sampling method that is going to
increase the development of best effectiveness on the results will be going to indulge the
importance of effective results (Galankashi et al. 2016). Through the development of better
level of production, the country of Nigeria is mainly going to identify the resource making
abilities that will definitely going to yield better results. Mixture of both primary and
secondary data will increase the level of effectiveness of data.
3.8 Sampling Method
The sampling method of the whole data set is mainly going to determine the level of
sampling the study is going to identify the resource making abilities of the whole study. In
order to indulge the importance of effective results, the study is going to bring in best

32PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
sampling method in order to bring high effective amount of economic activities. Through the
use of simple random sampling with and without replacement technology will definitely
going to bring in huge impact in determining the overall condition of study.
In order to increase the effectiveness of study, the overall impact of the study, the
incorporation of simple random sampling without replacement is mainly going to be used.
This is because, through this method, the chosen sample is not going to be returned back to
the population (English and Kirshner, 2015). However, this sampling technology is going to
reduce the biased ness of the overall study. As the chosen sample is not returned back into the
population, thus the responses given by the chosen ones will not be able to impact the
response rate of the upcoming level of samples. However, the method of sampling is going to
be impacted heavily the outcome of the study. On the other hand, through the resources
utilisation, the study is mainly going to bring in effective level of responses from the
employees and policymakers will determine the limitations of the study. In order to identify
the resource allocation, the policymakers will be aimed by the study and in order to achieve
that perfect number of sampling number, the sampling method is an important phenomenon.
On the other hand, through the incorporation of this technology will definitely bring in high
class of results.
3.9 Sample Size
The sample size will be one of the crucial thing the study will be aiming to bring into
consideration. The importance of sampling method will identify the biasedness and
unbiasedness of data. Huge sampling size will be impacting the study as the huge number of
samples that are drawn with SRSWOR will generate random number that may appear twice.
Now if the chosen random number is going to appear twice then both the samples will give
various results. On the other hand, using less number of sampling will not fulfil the
requirements of the study. In order to increase the effectiveness of the study, the perfect

33PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
number of sampling size should lie within the range of 30-50. On the other hand, this study is
going to take only 250 sample.
The number of sampling is important in the sense that through the development of
better amount of sampling the study is going to take highly important aspect that through the
incorporation of better level of sampling is going to take effectiveness of data. The number of
sample size is going to have deep impact on the amount of responses. Through the use of this
number of sample size the improvement is going to bring in high quality of responses. This is
important in the sense that through the involvement of better level of incorporation of the
policies, the study is going to bring high quality of resources that are going to indulge the
main improvement of the study. In order to indulge the improvement in the economic
activities, the sampling size will play a crucial role.
3.10 Analytical model
Use of analytical models is going to have impact on the resources improvement that
clearly signifies the importance of resource development. Using analytics is one of important
tools that are going to increase the effectiveness of study. In order to increase the
effectiveness of data, the study is going to increase the resource location that is going to
indulge the improvement. In order to use the analytical model, the study is going to use
predictive analytics that is going to predict the future consideration. On the other hand, using
the development of resources the economic activities are going to increase the development
of resources. On the other hand, the study is going to incorporate the high indulgence of
policies that are going to be taken by government.
Using the prediction, the study will allow the importance of high level of prediction
that is going to increase the improvement. Through the indulgence of better level of resource
utilisation, the economy of UK is going to increase the level of resource that the country

34PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
should take in order to increase the importance of renovation. Through the use of high level
of prediction is going to increase the development of resources that are going to incorporate
better level of resource. On the other hand, use of high level of analytical model, the
economy is going to bring in high importance. Through the use of high class level of resource
distribution the economy of UK is looking to bring in high class of better development
regarding automobile industry.
3.11 Ethical Consideration
Ethical consideration is important in the sense that it will highlight the fact that
through the incorporation of decisions that are taken by the study is to incorporate the
implementation of not leaking the customer data. It is important for the study to use the
consideration that is going to use the data that are given by the respondents for any other
purpose other than the study. It is important for the study to consider the use the various data
protection act in order to protect the data. The study has collected data and is bound to protect
the data based on the data protection act of 1988. Through the involvement of data protection
act, the study is mainly willing to bring in high class of data collection method. In order to
increase the importance of the resource collection, the study has taken the data from the
respondents based on data collection act. In order to increase the development of resources
the economy of Nigeria is mainly going to take the hold of data in order to predict the
development of resources so that they can minimise the level of corruption. They are aiming
to increase the level of customer valuation and brand predicting in the automobile industry.
3.12 Limitations of the study
The limitations of the study is going to highlight the tough phases the study has gone
in order to collect the level of the data. The study was consolidated in the small regions of
Nigeria in order to increase the development of economic growth. In order to increase the
development of resources, it is important to cover a huge ground of country. Another

35PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
limitations that was seen in the study is that in order to increase the development of
resources, the study has taken the help of some of the secondary resources that has enabled
the study to bring in high quality of study. In order to increase the effectiveness of study, it is
important for the study to bring in high class. In order to bring the development of resource, it
is important for the study to bring in high protection of data that are going to protect the data
from getting leakage. In order to bring in high class of resources it is important to bring in
high class of resource development. Another limitation of the study is that the collection of
data is important and it is important to collect vast amount of data. In order to increase the
development of resources, it is important to bring in high grade of data collection. It is
important in the sense that through the development of resource the data collection is
important.
3.13 Chapter Summary
The whole chapter has claimed the fact that in order to bring use the effective level of
study, the study is going to use the sampling size of 250 and in order to get the better result
the study is using predictive modelling. However, the use of advanced level of modelling is
going to be deeply associated with descriptive modelling and in order to bring the level of
increased development, the study is using high class of sampling and the technology of using
SRSWOR is important to be used. In using the overall resource distribution, it is important to
use both the primary and secondary method of data collection. Through the use of primary
and secondary level of data collection the study will be aiming mainly to bring high rate of
technological up gradation. Through the increased use of advanced level of development of
study it is important for the study to bring in all kinds ethical consideration. In order to bring
in high class of data collection, it is important to bring in high class of introduction.

36PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Chapter 4: Results
4.1Introduction
In this chapter the data analysis is going to indulge the improvement in the resource
making ability regarding the primary and secondary method of data collection. It is important
in the sense that it is highly important to indulge the level of data collection. The collection of
primary and secondary data collection will be enabling the study to bring in better level of
resource distribution. Through the incorporation of better level of productivity and
incorporation of data is going to help the government of UK to bring in high class of
economic policies that are going to help the economy in increasing the national growth of the
economy to reduce the brand value of customer’s level.
In order to highlight the importance of the data collection, the economy is going to
incorporate the development of resources and in order to increase the development of
resources it is an important to bring in high class of economic activities. The chapter of data
analysis is mainly going to highlight the importance of resource distribution so that the
country is going to highlight the importance of better improvement in the government policy
will automatically increase the level of brand value of customers. In order to bring in high
quality of resources, the chapter of data analysis is important. Use of both empirical results,
descriptive study and inferential study will help the study in increasing the resource
distribution. It is important to bring all the three studies into consideration so that economy
can increase the level of development the study is going to take.

37PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
4.2 Empirical Results
Descriptive statistics
Descriptive Statistics
Mean Std.
Deviation
N
brandimage_futurepredi
ction
1.7653 .79691 98
Brand_pref 2.6020 1.37533 98
car_types 1.1531 .36190 98
factors_vehiclepurchase
d
2.5612 1.13125 98
Table 1: Descriptive statistics
(Source: Created by author)
In the above table the descriptive statistics of the variables brand image as future
prediction, brand preferences, car types and factors that are mainly considered as the main
and important variables that are mainly going to highlight the mean and standard deviation.
The mean for the variable brand image that is helping in the future prediction is 1.76 and the
standard deviation 0.8 and this is claiming that there is existence of very little amount of the
outliers. This statement can be easily validated by Box-Plot diagram and that is shown below.

38PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Figure 10: Box-plot diagram for car-types and brand image
(Source: Created by author)
The above diagram is showing the box plot diagram for the variables car types and
brand image as future prediction. Most of the number of outliers are lying outside the 75%
quartile or 3rd quartile and two outlier is lying below 3rd quartile. It is important in the sense
that through the increased level of outlier in the data set, the research is going to face issues
from the perspectives of data biasedness. The scatter plot is mainly going to identify the
outliers and in the given data set not much level of the data is lying outside the outlier is not
main concern in this case. Through the improvement of data set, it is important for the study
to bring in grade of unbiased results that are mainly going to increase the overall resources
that has been incorporated within business. Through the involvement of statistics is mainly
helping the improvement of unbiased data. Approximately the middle 50 percent of the data
fall inside the box. The “whiskers” extend from the ends of the box to the smallest and largest
data values. The median or second quartile can be between the first and third quartiles, or it
can be one, or the other, or both. The box plot gives a good, quick picture of the data

39PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Correlations
brandimage_
futurepredict
ion
Brand_pre
f
car_type
s
factors_vehicl
epurchased
Spearm
an's rho
brandimage_future
prediction
Correlation
Coefficient
1.000 .136 .291** .030
Sig. (2-
tailed)
. .181 .004 .772
N 98 98 98 98
Brand_pref
Correlation
Coefficient
.136 1.000 .093 .090
Sig. (2-
tailed)
.181 . .363 .379
N 98 98 98 98
car_types
Correlation
Coefficient
.291** .093 1.000 .027
Sig. (2-
tailed)
.004 .363 . .794
N 98 98 98 98
factors_vehiclepur
chased
Correlation
Coefficient
.030 .090 .027 1.000
Sig. (2-
tailed)
.772 .379 .794 .
N 98 98 98 98

40PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
**. Correlation is significant at the 0.01 level (2-tailed).
Table 2: Correlation coefficient matrix
(Source: Created by author)
In the table above the correlation matrix is being shown. The above matrix is basically
showing the fact that how the variables are associated with each other and degree of
dependences is being easily identified from the given table. It has been seen that brand image
of the automobile industries that is taken into consideration for predicting the future state of
the market is having a positive correlation with the variable types of the car. In this
perspective, the positive correlation is significant at 91% of confidence interval. The
correlation is significant in two tail. The coefficient of correlation, r, between any two
variables is the square root of the total area of overlap between those two variables. The non-
overlapping area for any variable in the given matrix constitutes variance that is unique to the
measurements of that particular variable. It is referred to as that variable's uniqueness, U, and
is equal to 1 – h2. Each and every measured variable has some degree of U, which is
composed of two parts.
Correlations
brandim
age_fut
urepredi
ction
Brand
_pref
factors_p
urchased
factors_vehic
lepurchased
consumervalue_
helpingareas
brandimage_fut
ureprediction
Pearson
Correlation
1 .149 .019 -.024 .213*

41PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Sig. (2-
tailed)
.143 .854 .815 .035
N 98 98 98 98 98
Brand_pref
Pearson
Correlation
.149 1 .217* .125 -.017
Sig. (2-
tailed)
.143 .032 .219 .865
N 98 98 98 98 98
factors_purchas
ed
Pearson
Correlation
.019 .217* 1 -.016 .033
Sig. (2-
tailed)
.854 .032 .878 .749
N 98 98 98 98 98
factors_vehicle
purchased
Pearson
Correlation
-.024 .125 -.016 1 .246*
Sig. (2-
tailed)
.815 .219 .878 .014
N 98 98 98 98 98
consumervalue_
helpingareas
Pearson
Correlation
.213* -.017 .033 .246* 1
Sig. (2-
tailed)
.035 .865 .749 .014
N 98 98 98 98 98
*. Correlation is significant at the 0.05 level (2-tailed).

42PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Table 3: Correlation coefficient matrix
(Source: Created by author)
The above table is important because of the fact that these variables will help the
study in identifying the dependent and independent set of variables that will be incorporated
within the model. Now since the study is dealing mainly with brand image of the consumers
in the automobile industry within the UK, the study is saying the brand image that is going to
predict the future is negative correlated with the factors taken into consideration by the
consumers while purchasing vehicles and the outcome is quite surprising in nature.
This is because, factors like design, technologies, performances, safeties and price are
the top most priority for the consumers to purchase the cars. In real life, the brand value of
the customers generally tends towards the high performances of the vehicles. On the other
hand, brand preference is having positive correlation with the factors that are being
considered. Brand performances is mainly going to increase when the brands like Audi,
BMW will be performing as per the industry standard and as per the customer satisfaction
level. Through the correlation coefficient, the development of model will be possible if the
better improvement in the model specification.
Predicting the brand value for future will help the companies in UK to bring in
vehicles that are having high technologies. In order to get more amount of market share, the
companies will be looking to indulge the development of better amount of vehicles so that
they can give competition to the competitors. Areas like improvement in technologies,
improvement in marketing of products, improvement in the performances of the brands is
important and these factors are playing very hard for the determination of brand value that is
actually determining the internal demand of the customers. Now in order to increase the
development of resources, the automobile companies

43PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
4.3 Descriptive study
In order to indulge the improvement of descriptive study the main agenda of the
whole study is to bring both qualitative and quantitative method of data collection to use the
high level of growth that is going to be used by main policies of the government. In order to
highlight the importance of resource making abilities the country is mainly going to bring in
high level of improved level of resources. It is important for the study to bring in high class
of improved level of communication that is going to increase the level of remuneration.
Qualitative data
Question 1: Do you believe that automobile companies are taking correct policies to
identify the brand value of the consumers?
Manger 1 Manager 2 Manager 3 Manager 4
“ I don’t believe that
there is any wrong
policy within the
time frame of the
government to
counter the brand
value of customers
level of the
economy”
“I believe that
government need to
be more proactive in
order to bring up the
brand value of
customers data that
are going to increase
the level of
resources.”
“This kind of brand
value of customers
are not going to have
any kind of FDI
within the country. It
is important to bring
the high quality of
policy to bring down
high level of
economic
background.”
“This kind of
economic activities
are going to bring in
high level of
resources that are
going to bring
effective level of
principle then the
main aim of the
study is not
fulfilled.”

44PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
It is clear from the whole response that most of economic activities are not looking to
improve with the implementation of brand value of customers. Now in order to bring in high
level of economic growth it is important to bring down the overall level of brand value of
customers regarding the automobile industry in UK. In order to increase the development of
resources, it is important for the study to bring in high quality of resource making
development. The government of UK will mainly looking to incorporate the development of
high amount of customer valuation that is indeed helpful for the expansion of automobile
industry. In order to bring down the development of economic activities, the country is going
to bring down the brand value of customers by minimising the participation of bureaucrats in
the government policies. In order to bring down high rate of important aspects, the country is
going to inherit the resource making abilities that are going to bring in high rate of incidence.

45PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Question 2: According to you what are mainly responsible for identification of brand
value of customers?
Manager 1 Manager 2 Manager 3 Manager 4
“It is important for
the government to
bring in high class of
resources and both
private and public
are equally
responsible for the
growth of brand
value of customer’s
level.”
“In order to increase
the development of
resource making
abilities the country
is going to bring in
high class of
administrative rules
so that the country is
going to indulge the
improvement of
better level of
resources making
abilities”
“Government need
to bring in high
collection of data
that are going to
highlight the
importance of
policies that are
going to bring in
high level of
production.”
“Use of high class
policies will
definitely going to
bring in high level of
development of
resource making
abilities that are
going to bring in
high growth of
important factors.”
From the above information and qualities information, the study is mainly going to
inform the factor that in order to minimise the corruption level both private and public are
going to bring in high growth of resources that are going to be increased by the study. It has
been seen that in order to increase the level of policy it is aiming to increase the level of
policies that are mainly going to bring in high rate of growth that are going to bring down
high level of growth.

46PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Question 3: Do you believe that customer valuation will be of any help in bringing new
products in market?
Manager 1 Manager 2 Manager 3 Manager 4
“Through the brand
value identification
the producers will be
able to highlight the
tastes and preference
of the customers that
are going to help the
producers in making
an improvement in
the business of the
automobile
industry.”
“I believe that
identification of
brand value is
definitely going to
have strong impact
on the tastes and
preferences of
customers. Through
the identification of
customer valuation,
the automobile
industries have
successfully brought
new models in the
automobile industry.
“In order to
highlight the
development of
resources, most of
the companies are
aiming to target their
customer markets so
that they can bring
in high quality of
resources and
highlighting the
impact on the
marketing.”
“In order to bring in
high class of
automobile in the
UK market is
definitely looking to
incorporate better
level of business so
that economic
activities can
flourish.”
From the above responses, it is quite clear that brand identification is definitely going
to help in the identification of tastes and preferences so that many new models of vehicles can
be launched in the market. Now in order to highlight the importance of automobile expansion
is basically going to be highly beneficial. Now most of managers is claiming the fact that in
order to flourish within the automobile industry, the producers will have to identify the
customer value and what brands of automobile companies they are preferring in order to

47PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
purchase their vehicles. Now in order to highlight the tastes and preference of the design and
technology the companies are trying to collect the data in form of surveys and questionnaire.
Detection of customer valuation is indeed important for the expansion of business in the
automobile industry within UK that is having huge level of competition.
Question 4: Do you believe that UK automobile industry can bring in future
development?
Manager 1 Manager 2 Manager 3 Manager 4
“The automobile
industry is being
highly competitive
in UK and is having
potentiality in
improving the
condition from the
current scenario. It is
gradually opening
up for the amount of
FDI to be invested
within the country.”
“Automobile
industry is basically
looking to highlight
the development of
resources so that
through the
increased valuation
of customer
valuation is mainly
looking to highlight
the incorporation of
better behaviour of
producers.”
“Through the
incorporation of
better amount of
investment is going
to highlight the
incorporation of
better future
prediction that has
immediately opened
up the areas for the
improvement in the
customer
feedbacks.”
“Predicting the
brand value is
mainly going to
highlight the
consequences of
better indulgent of
resource allocation
and will help in
bringing more
improved level of
vehicles in the
market.”
From the above level of responses, it is quite clear that automobile industry is mainly
looking to bring in continuous improvement within the economic activities. Now in order to
indulge the development of technology both design and price of automobiles are immensely

48PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
important so that the development in the economic activities will show high potentiality. Now
in order to highlight the beneficial activities, it is important to bring in high class of increased
valuation of customers. Now looking in the matter of customer feedbacks, the companies is
clearly aiming to bring in high class of employees. It is highly important for the automobile
companies to bring in technologies so that it becomes highly profitable for the companies to
bring in high rate of production. In order to bring in high grade of technological advancement
within the UK most of the automobile companies have to bring in high rate of efficiency.
4.4 Inferential study
home Export Home Export
Car-manufacturing Commercial vehicle manufacturing
0
20000
40000
60000
80000
100000
120000
140000
Normal and commercial vehicle
mahnufactuing
May-18 May-19
Figure 11: Normal and commercial vehicles manufacturing
(Source: SMMT, 2019)
It has been seen that in the year 2018, the UK country has exported more number of
vehicles compared to home consumption. This is one of the important concepts in the
automobile industry because of the fact that demand of British cars are increasing in the outer
worlds. Countries like USA and India are having potential level of customers for the vehicles
that are being manufactured within UK. Most of the companies in UK automobile has
incorporated safety and high grade technology that has been in high demand. Now in order to
highlight the overall expansion of the business, the UK companies have aimed the concept of

49PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
customer valuation and customer satisfaction. Now in order to indulge the development of
better amount of resource distribution, the economic activities will be indulged the
development of vehicles with high technology.
EU
USA
CHINA
Japan
Turkey
Australia
South Korea
Canada
Russia
Switzerland
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00% 52.60%
17.90%
6.10% 3.30% 2.30% 2.10% 2.10% 2.00% 1.40% 0.80%
Total export desti nati ons of UK cars
Figure 12: Total export destinations of UK cars
(Source: SMMT, 2019)
From the above figure it is clear that European Union countries are importing more
amount of British cars and this is followed by USA. Moreover, this is one of the important
aspects in the sense that through the development of resources based utility the automobile
industry in UK is gradually flourishing in nature. Now in order to highlight the overall
business expansion within the international boundary it is quite evident that in order to bring
in high grade of employees, it is evident that automobile companies has to improve their
technologies and maybe pricing of vehicles that is mainly hindering them from having deep
impacts in expanding the business. It is quite important in the sense that through the increased
level of high technological up gradation, the business expansion is highly possible. Now in
order to increase the level of exports the British car manufacturing companies need to

50PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
identify the customer valuation that will definitely help in the improvement of brand loyalty
and brand identification.
80
45
Gender of respondents
male female
Figure 13: Gender of responses
(Source: Created by author)
About 80% of the samples that has been collected from the samples using the survey
method among the producers of automobile industry has took part in the survey. However, it
is quite a phenomenal thing because of the fact that gender biasness is not seen in the
automobile industry. Through the number of female participation is less because of the fact
that when it comes to automobile industry, the females shows less interests. Many male
believes that brand loyalty and brand value of the consumers is an important thing for the
prediction of automobile industry and in order to do that it is important to bring in high grade
of resources and in order to increase the resources distribution will definitely bring in high
grade of exports.

51PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
18-25 26-35 36-45 46-50 >50
0
5
10
15
20
25
30
35
40
25
35
30
20
15
Age of Respondents
Figure 14: Age of respondents
(Source: Created by author)
Most of the respondents that took part in the survey is lying within the age bracket of
26-35 and followed by 36-45. This is because most of the respondents claims that customer
valuation is extremely important for the companies who are dealing with the automobile
manufacturing should consider the customers and should give priority to the customer
valuation and customer satisfaction. Now in order to indulge the resource distribution it is
important for the companies to deal with better policies. Most of the young generation
consumers are definitely paying for brand loyalty and brand resource distribution. In order to
bring in high class of resources distribution of the automobile industries, it is important to
indulge in the innovation of the technology but better amount of customers will definitely aim
in indulging high class of resources that has made the economic distribution more strong and
highly competent in nature.

52PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Assistant
manager Service
managers Resource
manager Finance
manager Customer
service
manager
32.00
20.00
12.00 12.00
24.00
designation of responses
Figure 15: Designation of respondents
(Source: Created by author)
In the above diagram, 32% of the respondents has been working as assistant manager
and they have claimed that many companies do not take the customer satisfaction into
concern and they are not taking the feedbacks into actions. Now it is important in the sense
that if the companies are not taking the customer feedback into actions then the concern and
they should challenge the existing technologies but it is important to indulge the development
of policies that should have taken into account. Through the increased level of feedback and
customer valuation, some companies are not involved in the development of better
manufacturing of vehicles. They claimed that in order to bring in high grade of employees it
is important to bring in more amount of brand loyalty.
4.5 Summary
The mean for the variable brand image that is helping in the future prediction is 1.76
and the standard deviation 0.8 and this is claiming that there is existence of very little amount
of the outliers. Most of the number of outliers are lying outside the 75% quartile or 3rd
quartile and two outlier is lying below 3rd quartile. It is quite important in the sense that
through the increased level of high technological up gradation, the business expansion is

53PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
highly possible. Now in order to increase the level of exports the British car manufacturing
companies need to identify the customer valuation that will definitely help in the
improvement of brand loyalty and brand identification. One of the important aspects of the
research is to predict the brand loyalty of the automobile industry and how the customers are
going to behave in an appropriate manner. It is important in the sense that through the brand
identification, it is possible to indulge in the balance of marketing and brands will be helpful
in making changes to their parts and other areas.
Chapter 5: Discussion
5.1 Introduction
This chapter is mainly going to highlight the development of analysis it is important
for the study to identify the pros and cons that are mainly going to help the study. This
chapter will definitely look closely in the analysis of the model that has been done through
SPSS. Now the study will try to highlight the model specification that will clearly help the
study to identify the future. The linear model is going to identify the dependent and
independent set of variables that will definitely going to help in identifying the correlation
and regression that will not only help the development of study but will definitely looking to
help the study in looking into the P-value. Through the P-value, the study will be able to
understand the factor that are most significant for the prediction of future brand value. Most
of the companies will try to predict the brand value so that they can predict the customer
satisfaction. Now in order to bring in high grade of technological advancement within the
new vehicles, it is important for the companies to identify the model specification.
They need to set up the model so that they can predict the future using the dependent
and independent variables and this will definitely aim to look at the development of linear
regression. The incorporation of linear regression is important because of the fact that

54PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
through the linear regression the degree of dependency will be identified and the model will
be successfully aim the consumer mitigation that will definitely aim in looking down the
improvement in the prediction of business expansion. Through the involvement of better
activities the economic activities that are associated with the automobile industry within UK
will flourish.

55PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
5.2 Discussion
Model Summaryb
Model R R
Square
Adjusted
R Square
Std. Error
of the
Estimate
Change Statistics Durbin-
WatsonR
Square
Change
F
Change
df1 df2 Sig. F
Change
1 .298a .089 .060 .77282 .089 3.048 3 94 .032 1.382
a. Predictors: (Constant), consumervlaue_producers, Brand_pref, car_types
b. Dependent Variable: brandimage_futureprediction
Table 4: Model summary
(Source: Created by Author)
The above table is mainly showing the introduction of the linear regression model
where the dependent variable is the future prediction of the brand image. On the other hand,
the independent variables that has been taken into consideration are consumer value and
whether the consumer value is helping the producers or not, brand preference of the
consumers, types of the cars that are preferred by the consumers. This is important aspects in
the sense that through the incorporation of better amount of resources, the future brand image
prediction by the producers is going to be impacted by the incorporation of better amount of
model formation. Now in order to increase the development of resources it is important for
the companies to deal with the dependent and independent variables.
From the above table the value of R-squared and adjusted R-squared is basically
showing not so high value as both the values are not close to 1. However, this has mainly
happened because of biasedness in the data that has been collected. Both R-squared and
adjusted R-squared value is around 0.08 and 0.06. Durbin Watson test statistics of 1.3 is

56PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
claiming the fact that there is no autocorrelation among the set of dependent and independent
variables. Now this one of the important factor because of the fact that if there would have
been any kind of autocorrelation then the independent set of variables would have affected
the whole set of regression.
The acceptable range of autocorrelation ie the Durbin-Watson is that the test statistics
should lie between 0-4 and the range is quite acceptable. Standard error of estimation is
around 0.7 and this is showing the fact that degree of predictions is important and in order to
identify the preciseness of the prediction. This actually claims the % of data that are lying in
both the side of regression line. Now in order to highlight the development of resources, it
has been seen that if the data is showing such results because of lack of accessibility in the
study the time and costs are playing huge role.
Coefficientsa
Model Unstandardize
d Coefficients
Standard
ized
Coeffici
ents
t Sig. 99.0%
Confidence
Interval for B
Collinearity
Statistics
B Std.
Error
Beta Lower
Bound
Upper
Bound
Toler
ance
VIF
1
(Constant) .906 .304 2.983 .004 .107 1.705
car_types .561 .226 .255 2.478 .015 -.034 1.156 .917 1.090
Brand_pref .074 .057 .128 1.292 .200 -.077 .224 .993 1.007
consumervlaue_produ
cers
.010 .082 .013 .123 .902 -.205 .225 .922 1.084

57PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
a. Dependent Variable: brandimage_futureprediction
Table 5: ANOVA calculation
(Source: Created by author)
This is one of the important aspects in the model development. The ANOVA or
analysis of variance helps most of the studies in identifying the development of independent
and dependent set of variables. The set of dependent variables is future prediction of brand
image and the set of independent variables car types, consumer value and its impacts on the
producer surplus and the preference of the brand by the customers. Through the incorporation
of better proximity the linear regression is being run through the SPSS. The normal
regression formula is Y= α+β1X1+β2X2+β3X3…….+ βnXn+ C. In this equation Y is the
independent variable and Xi’s are set of independent variables. C is the constant. Now β1 is
the coefficient of X1 and similarly βn is the coefficient of the Xn. VIF is the variance
inflation factors. From the above regression analysis,
Y=0.906+0.561X1+0.74X2+0.010X3+C. In the above equation, X1 is the preference of cars,
X2 is the brand preference of the customers and X3 is the consumer values that are being
taken by producers.
The coefficient that are having on the side of each variable is defining the degree of
relationship. For example one unit of Y will be depending on 0.561 times of X1 to change.
This means, future prediction of brand image is depending on 0.561 times the variable
preference of vehicles in the form of first hand and second hand. Similarly, the future
prediction of brand image is depending on 0.74 times on the variables brand preference of
vehicles by the consumers in the form of BMW, Audi, Cadillac, Mercedes and Bentley. In
the steps of calculation of regression the second important steps that needs to be considered is
the P-value or the level of significance. In the above table, it is clear that the car types is
significant at 95% level of confidence interval. The acceptable α is 0.5 and it the significance

58PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
level of car types is 0.15 which is well below the standard level of confidence interval. Thus
through this the study can conclude that p low null goes. The research hypothesis that was set
that H0: Customer valuation is not important for the future prediction of brand image. Thus
when the P-value is less than standard acceptable range thus, we reject the null hypothesis.
Thus customer valuation is extremely important for the future prediction of brand image. This
is taking into impacts of factors like most of the automobile companies are mainly helping in
the development of business through the increased valuation of customer choice and
preferences. Through the incorporation of effective policies the companies will deal with
better development of resources that are mainly helpful in future prediction.
5.3 Summary
The whole chapter has shown the fact that how the companies that are dealing
with automobile manufacturing in UK is mainly taken into consideration, the impact of
customer valuation in determining the future brand image of the companies. Now in order to
highlight the development of resource based activities the study has brought in factors in the
form of preference of car types like first and second hand. Most of the customers have
claimed the fact that they are preferring the first hand vehicles more. The coefficient that are
having on the side of each variable is defining the degree of relationship. For example one
unit of Y will be depending on 0.561 times of X1 to change. This means, future prediction of
brand image is depending on 0.561 times the variable preference of vehicles in the form of
first hand and second hand. Similarly, the future prediction of brand image is depending on
0.74 times on the variables brand preference of vehicles by the consumers in the form of
BMW, Audi, Cadillac, Mercedes and Bentley. The acceptable range of autocorrelation ie the
Durbin-Watson is that the test statistics should lie between 0-4 and the range is quite
acceptable. Standard error of estimation is around 0.7 and this is showing the fact that degree
of predictions is important and in order to identify the preciseness of the prediction. This

59PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
actually claims the % of data that are lying in both the side of regression line. Now in order to
highlight the development of resources, it has been seen that if the data is showing such
results because of lack of accessibility in the study the time and costs are playing huge role. It
can be seen that if the consumers can decide the branding of cars then the brand image of the
customers is mainly going to indulge the development of resources in an efficient manner.

60PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
Chapter 6: Conclusion and Recommendation
6.1 Conclusion
The automobile companies of UK is going to increase the development of resources
that are going to bring in high quality of resources. The study has taken into consideration
that are going to minimise the corruption level and in order to increase the development of
resources it is important to bring in high quality of resources. In order to highlight the
development of automobile industry in UK, the study has found out the brand image for the
vehicles that are being brought in market is actually depending on car types. It has been seen
from the ANOVA is that car types is incorporating first hand, and second hand. To the most
surprising, the brand types is not having that much level of impact on the demand of the cars.
Now in order to increase the benefit of brand value preferences most of the vehicle
manufactures of UK is aiming to identify what the customers are exactly wanting.
It has been pointed out that in the UK, the prediction of brand value by the producers
will be tough challenge as per the data that has been collected is showing the fact that
customers are not so interested in brands like Bentley, Cadillac and they are not enough to
create an impression on the brand image of the vehicle. Now in order to highlight the
development of resource, through from the data, factors that are being considered by the
consumers are not important in the sense that though it thought to be one of the important
thing but the structure of data that has been collected is not showing that much of
dependency.
Now in order to highlight the importance of the brand image the study has shown that
preference of car types are having impact. Now the first hand or second hand is showing that
much of brand value is exposing the potentiality of the car making abilities in UK. Now in
order to highlight the importance of resources it is quite important in the sense that through

61PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
the increased level of branding of the products, the companies will definitely try to bring in
high class of products with high technologies. It is important in the sense that through the
increased capability of car manufacturing companies in UK the economy will be able to
flourish and also will be able to increase their exports to other parts of the world.
6.2 Linking with Objectives
Linking with the objectives has been successful and it has been seen that in order to
bring in high development it is aiming to increase the overall level of effectiveness that are
going to bring in high development of resources. Linking with the objectives is one of the
important aspects because of the fact that it has helped the study in achieving the required set
of objectives. First objectives was to identify the factors that is having impacts on the brand
image. This has been achieved in the sense that the study successfully identified the factors
like preference of car types in the form of first hand and second hand, brand types preference
in the form of BMW, Audi, Cadillac are definitely going to highlight the importance of brand
image. Now in order to increase the development of resources, it has been seen that
automobile industry is depending entirely on the joint consequence of producer perspective
and consumer perspectives while purchasing vehicles.
The second objective was in the form of identification of brand image by the
consumers. This objectives was also achieved in the sense that through the customer survey,
the companies in UK have been successfully identifying the facts that has helped immensely
in making the customer satisfaction. This is an important aspects in the sense that the
automobile industry of UK is mainly going to impact on the benefits that are claiming the
sense that in order to develop and grow in the automobile industry, the companies is mainly
aiming to increase their market share and in order to highlight the improvement in the
customer valuation, the companies are increasing their inventories.

62PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
The third objective of the study is to identify the factors that will help the companies
in predicting the future brand. This has been successfully aimed down the line because of the
fact that yes it is possible to predict the future of brand image but the fact is data that has been
collected has been in the form of biased in nature. Now in order to indulge the development
of customer values, the companies need to improve continuously their products. Use of
upgraded technologies like use of artificial intelligence within the vehicles is definitely going
to increase the benefit of customer valuation. Now in order to increase the development of
resource it is important for the companies to indulge the development of resources the
companies should continue their innovations.
6.3 Recommendations
The government is going to bring high level of development that are going to bring in
high rate of economic growth and maximisation of customer value and customer perception
regarding the automobile industry in UK. In order to provide recommendation, it is important
for the companies in UK to understand the customer valuation and in order to highlight the
development of resources it is aiming to indulge the customer satisfaction so that they can
grab majority of market share. Now in order to indulge the development of resources, the car
manufacturing companies like Bentley, Audi, Cadillac will definitely look to indulge the
better development of resources but in order to indulge the development of proper level of
marketing, the companies might think of bringing in FDI in their industry. Even the
government should come forward in helping out.
The provision of subsidy and technological subsidy is mainly going to highlight the
improvement in the better manufacturing of the products. Since both the internal and external
demand of the cars that are being manufactured in UK is high and in order to go with the
pace it is important for the companies to bring in continuous innovation and improvement in
the technology as well as taking pricing strategies are quite important. Looking into the

63PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
ANOVA, it is important for the study to bring in huge amount of new vehicles at a low price
so that it can be made affordable to the customers. In order to highlight the improvement in
the technology it is important for the company to bring in high range of artificial intelligence.
Now in order to indulge the development of resources, it is quite beneficial for the
companies to bring in high grade of technological and knowledge up gradation. Now in order
to get more amount of market value, the companies of UK is mainly going to bring in high
grade of improved level of cars that will bring increased valuation of resource distribution
and the companies should also indulge in online and offline platform so that they can increase
the spread of customers. It has been seen that companies that are having well designed
websites has seen the most number of customers and that has increased the amount of
profitability and marketing. While taking decisions in marketing or acquiring new customers,
the automobile industry is mainly should think of test driving the vehicles by their customers.
Now they can participate in customer survey so that the customers can claim the cars they
want to test drive.
6.4 Limitations of study
Like other studies, this study has also witnessed certain flaws in the form of data
collection method. The time was one of the biggest challenge for the completion of the study.
Due to limitations in the time, the study could not take the time to cover major companies of
UK that are doing business in the automobile industry. Now in order to aim the effective
policies of the automobile companies unbiased data should be collected. Now in order to
collect unbiased data, the study should cover huge areas of UK. Cost of data collection was
another form of limitations. It is one of the important factor that has mainly affected the
development of study. Now in order to indulge the improvement in the study it is quite
important to carry forward the study. In order to highlight the development of resource the
companies in UK are claiming the fact that in order to increase the development of business,

64PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
it is important to have access to more amount of data. Covering huge amount of data will
increase the cost of the study. In order to increase the development of study, it is not possible
to cover all the areas. Another form of limitation that has popped up in the study is that the
some of responses were biased in nature.
6.5 Future scope of the study
Future scope of the study is important in the sense that it highlights the gaps in the
study so that the future consequences can be easily identified. Now in order to indulge the
improvement in the business, it is important to indulge the development of better cars and
better customer valuation that has been shown in the study. Future scope of the study is high
in the sense that UK automobile industry is very vast in nature. However, this industry is
having high potentiality as the study can go further to identify more problems in the industry.
The current study has shown the fact that in order to develop the market access, it is aiming
to indulge the improvement in the technologies. It is one of the important aspects in the sense
that future scope of the study is mainly going to identify more amount of better knowledge
that will enable the development of policies. Through the future scope of study, it will be
possible to identify the gaps that are being present in the current study.
Now in order to highlight the development of resource increase the companies that are
involved in the automobile industry should think of better marketing of the products. Now in
order to increase the development of online business, it is important to bring in more
improved technologies in the car to bring in more amount of technologies that will definitely
bring more amount of customers.

65PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY
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