Loneliness and Brand Loyalty

This assignment investigates the relationship between consumer loneliness and brand loyalty. It examines how feelings of isolation can influence purchasing decisions and explores strategies companies can implement to mitigate the negative effects of loneliness on customer engagement. The analysis includes survey data and recommendations for promoting brand awareness and combating the impact of loneliness on consumer behavior.

RESEARCH
PROJECT

Table of Contents
TASK 2............................................................................................................................................1
2.1 Match resources effectively to research question or hypothesis...........................................1
2.2 Undertake the proposal research investigation in accordance .............................................2
2.3 Record and collect required data...........................................................................................3
TASK 3............................................................................................................................................5
3.1 Research assessment method with justification....................................................................5
3.2 Analysis and interpretation of the result...............................................................................5
3.3 Recommendation and area of improvement.......................................................................16
TASK 4..........................................................................................................................................17
4.1 Presentation of outcome......................................................................................................17

TASK 2
2.1 Match resources effectively to research question or hypothesis
Name-
1 Age
 20 to 30
 30 to 40
 40 to 50
 50 above
2 Gender
 Male
 Female
3 Marital status of customers
 Single
 Married
4 Do you understand the meaning of consumer loneliness?
 Yes
 No
5 While you purchase product and services which factor mostly affect your purchasing decision?
 Price
 Brand
 Quality
 other
6 Which kind of product lonely consumer prefers mostly?
 Minority endorsed product
 Majority endorsed product
 Other
7 Do you think that minority endorsed product fit better with the feeling of loneliness?
 Yes
 No
8 Do you think that your loneliness can affect your purchasing decision?
 Yes
1

 No
9 Do you agree that people who are lonely prefer products outside the mainstream?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
10 Do you think lonely people purchase product and services in more frequent manner?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11 Do you think alone customer select high level brand at the time of purchasing the product and
services?
 Yes
 No
12 Do you think that loneliness of customer can affect customer choice and brand loyalty?
 Yes
 No
2.2 Undertake the proposal research investigation in accordance
In order to conduct the investigation about the consumer loneliness, researcher have
developed a systematic questionnaire about the consumer loneliness. In addition to this,
researcher taken the personal email id of 30 people who have different age, gender, marital status
etc. This is one of the best method to collect the information about the subject because in this
way, respondents can freely feel the questionnaire form.
2.3 Record and collect required data
Theme 1: Age
Age Frequency
20 to 30 3
2

30 to 40 7
40 to 50 15
50 above 5
Theme 2:Gender
Gender Frequency
Male 15
Female 15
Theme 3:Marital status of customers
Marital status of customers Frequency
Single 25
Married 5
Theme 4: Meaning of consumer loneliness
Do you understand the meaning of consumer loneliness? Frequency
Yes 27
No 3
Theme 5: While customer purchase product and services which factor mostly affect your
purchasing decision
While you purchase product and services which factor mostly affect your
purchasing decision? Frequency
Price 8
Brand 10
Quality 7
other 5
Theme 6: Kind of product lonely consumer prefers mostly
3

Which kind of product lonely consumer prefers mostly? Frequency
Minority endorsed product 25
Majority endorsed product 3
Other 2
Theme 7:Minority endorsed product fit better with the feeling of loneliness
Do you think that minority endorsed product fit better with the feeling of
loneliness? Frequency
Yes 28
No 2
Theme 8: Loneliness can affect your purchasing decision
Do you think that your loneliness can affect your purchasing decision? Frequency
Yes 25
No 5
Theme 9: People who are lonely prefer products outside the mainstream
Do you agree that people who are lonely prefer products outside the
mainstream? Frequency
Strongly agree 15
Agree 8
Disagree 4
Strongly disagree 3
Theme 10: Lonely people purchase product and services in more frequent manner
Do you think lonely people purchase product and services in more frequent
manner? Frequency
Strongly agree 15
Agree 10
Disagree 3
Strongly disagree 2
4

Theme 11:Do you think customer loneliness can decrease the sales and market value of
company?
Do you think customer loneliness can decrease the sales and market value
of company? Frequency
Yes 20
No 10
Theme 12: Loneliness of customer can affect customer choice and brand loyalty
Do you think that loneliness of customer can affect customer choice and
brand loyalty? Frequency
Yes 25
No 5
TASK 3
3.1 Research assessment method with justification
Research evaluation is one of the most effective and significant method in the entire
investigation under which researcher can easily analyse and assess the actual solution of the
research problem. There are major two kinds of research evaluation that is formative and
summative research evaluation. In this present study, scholar can implement formative research
evaluation technique for analyse the impact of consumer loneliness on their purchasing decision
and choice.
5

3.2 Analysis and interpretation of the result
Theme 1: Age
20 to 30 30 to 40 40 to 50 50 above
0
2
4
6
8
10
12
14
16
Frequency
Interpretation and analysis: From this section it has been analysed that in the survey of people,
most of the customer have age of 40 to 50 year old. Thus, it can be said that loneliness customer
are age of 40 to 50 year old.
Theme 2:Gender
6

Male Female
0
2
4
6
8
10
12
14
16
Frequency
Interpretation and analysis: This section stated that in the survey from 30 respondents, 15 are
male and 15 are female. Thus, in the collected information it can be said that various views and
opinion of male as well as female.
7

Theme 3:Marital status of customers
Single
Married
Interpretation and analysis: This section stated that in the survey most of the customer marital
is single. Thus, it can be said that most of the loneliness customer are single who have not done
married.
Theme 4: Meaning of consumer loneliness
8

Yes
No
Interpretation and analysis: This section stated that in the survey from 30 people, 27 are
effectively known the meaning of consumer loneliness. On the other hand only 3 respondents
have no idea about the customer loneliness. Thus, it can be said that many of the respondents in
the survey have effective idea and knowledge about the customer loneliness.
Theme 5: While customer purchase product and services which factor mostly affect your
purchasing decision
9

Price
Brand
Quality
other
Interpretation and analysis: This section stated that while customer purchase any product and
services then brand is major factor that can affect their purchasing decision. From the survey of
30 respondents it has been founded that 10 customer said that purchasing decision can affected
by brand. On the other hand, 7 customers said that their purchasing decision can affected by the
quality of product and services. In addition to this, 8 customers purchasing decision can affected
by the prices of product and services.
Theme 6: Kind of product lonely consumer prefers mostly
10

Minority endorsed product
Majority endorsed product
Other
Interpretation and analysis: This section stated that lonely customers mostly prefers minority
endorsed product. From the 30 respondents in the survey, 25 customers prefers the minority
endorsed products. On the other hand 3 customers said that loneliness customer mostly prefers
majority endorsed products. Thus, from the collected data it has been analysed that most of the
loneliness customer prefers minority-endorsed product at the time of purchasing decision.
Theme 7:Minority endorsed product fit better with the feeling of loneliness
11

Yes
No
0 5 10 15 20 25 30
Frequency
Interpretation and analysis: This section stated that Minority endorsed product fit better with
the feeling of loneliness. From the collected information in the survey it has been analysed that
28 customer said yes as they think Minority endorsed product fit better with the feeling of
loneliness. On the other hand, 2 customers said no about this mentioned statement.
Theme 8: Loneliness can affect your purchasing decision
Yes No
0
5
10
15
20
25
Frequency
12

Interpretation and analysis: This section stated that customers purchasing decision can affected
by the loneliness. In the survey from 30 customers it has been found that 25 customer said yes as
their purchasing decision is affected by their loneliness. On the other hand only 5 customers said
no about this mentioned statement.
Theme 9: People who are lonely prefer products outside the mainstream
Strongly agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
Frequency
Interpretation and analysis: This section stated that People who are lonely prefer products
outside the mainstream. From the survey of 30 respondents, it has been found that 15
respondents are strongly agreed on this statement that People who are lonely prefer products
outside the mainstream. On the other hand only 4 respondents are disagreed on this mentioned
statement as People who are lonely prefer products outside the mainstream.
13

Theme 10: Lonely people purchase product and services in more frequent manner
Strongly agree
Agree
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16
Frequency
Interpretation and analysis: This section stated that Lonely people purchase product and services
in more frequent manner because they have no idea about the brand. They do not much thinks at
the time of purchase the product and services. In the survey from 30 customers, 15 are strongly
agreed by the statement that Lonely people purchase product and services in more frequent
manner. On the other hand 3 customers are disagreed by this statement that Lonely people
purchase product and services in more frequent manner.
14

Theme 11: Do you think customer loneliness can decrease the sales and market value of
company?
Interpretation and analysis: This section stated that customer loneliness can decrease the sales
and market value of company because loneliness customer have not idea about the brand and
features of the product and services. This can directly affect the market value and sales of the
organisation. From the collected information it has been analysed that 20 respondents said that
customer loneliness can decrease the sales and market value of company. On the other hand 10
respondents said no about this mentioned statement.
15
Yes No
0
5
10
15
20
25
Frequency

Theme 12: Loneliness of customer can affect customer choice and brand loyalty
Yes
No
Interpretation and analysis: This section stated that loneliness of the customer can affect
customer choice and brand loyalty. From the survey of 30 respondents, 25 respondents said yes
and 5 respondents said no about this mentioned statement that Loneliness of customer can affect
customer choice and brand loyalty.
3.3 Recommendation and area of improvement
From this entire research investigation it has been analysed that due to the lack of
awareness and ineffective knowledge about the brand and product features, loneliness customer
does not purchase the high branded product and services (Eid, 2011). It has been also concluded
that People who are lonely prefer products outside the mainstream and customer loneliness can
decrease the sales and market value of company because loneliness customer have not idea about
the brand and features of the product and services (Bauer, 2014). It has been also concluded that
28 customer in the survey said yes as they think Minority endorsed product fit better with the
feeling of loneliness. Minority endorsed product fit better with the feeling of loneliness. From the
collected information in the survey it has been analysed that 28 customer said yes as they think
Minority endorsed product fit better with the feeling of loneliness. It has been also concluded
16

that Following are some recommendation to overcome the negative impact of consumer
loneliness on the brand loyalty and choice-
 Company should enhance its promotion and advertisement activities so as it can provide
information about the product and services more effective manner. With assistance of
more promotion and advertisement, corporation can enhance awareness about the brand
and product information among the loneliness customers (Billig and Waterman, 2014).
 Corporation should design effective web page and website by which customer can easily
acknowledge about the product features, prices, characteristics etc. This will help in
overcome the negative impact of customer loneliness among the people.
 Corporation should develop online campaign through which it can deliver correct
information about the product and services to customers (Cammarota and Fine, 2010).
 Company should promoters its product and services by both online and traditional
manner. In the context of traditional method of promotion, company can use radio, tv,
newspaper, magazines etc by which loneliness customer can get more awareness about
the product and services. On the other hand company can also use social media, direct
mail etc by which customer can more acknowledge about the product features, prices and
distribution.
TASK 4
4.1 Presentation of outcome
Convert in PPT
17

REFERENCES
Journal and Books
Bauer, G.R., 2014. Incorporating intersectionality theory into population health research
methodology: Challenges and the potential to advance health equity. Social Science &
Medicine, 110, pp.10-17.
Billig, S.H. and Waterman, A.S. eds., 2014. Studying service-learning: Innovations in education
research methodology. Routledge.
Cammarota, J. and Fine, M., 2010. Revolutionizing education: Youth participatory action
research in motion. Routledge.
Eid, M.I., 2011. Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi
Arabia. Journal of electronic commerce research, 12(1), p.78.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
18