A Study on the Impact of Marketing Mix Elements on NAB's Brand Loyalty

This report investigates the impact of marketing mix elements on brand loyalty within National Australia Bank (NAB). The study reviews existing literature on marketing mix and brand loyalty, identifying a research gap concerning NAB. The problem statement focuses on how marketing mix influences NAB's brand loyalty and which elements are most impactful. A hypothesis is formulated, along with several sub-hypotheses, to explore the relationship between various marketing mix components (product, price, place, promotion, people, process, and public evidence) and brand loyalty. The research design employs an exploratory and descriptive approach, utilizing a simple random sampling technique on 500 customers from NAB's top branches. Data collection involves self-made questionnaires with a Likert scale, and data analysis is conducted using descriptive statistics and structural equation modeling (SEM). The conclusion highlights a significant positive relationship between marketing mix and brand loyalty, with promotion and people identified as the most influential factors. The report suggests that NAB should prioritize these two aspects to enhance customer loyalty. The report references several academic sources related to marketing mix and brand loyalty.

Running Head: Business Problem
Business Problem

Business Problem 1
Table of Contents
1
Introduction..............................................................................................1
2 Review of Literature..............................................................................1
3 Research Gap:........................................................................................2
4 Problem Statement.................................................................................2
5 Hypothesis of the study.........................................................................2
6 Research Design....................................................................................3
7 Sampling Design....................................................................................3
8 Data Collection......................................................................................3
9 Tool for Data Interpretation and Analysis.............................................3
10 Conclusion:..........................................................................................4
References.................................................................................................4

Business Problem 2
Introduction
National Australia Bank has the oldest legacy of 150 years and has widest expansion with
branches at 800 locations worldwide with more than 10 million customers with sole aim to
understand and support customers. National bank of Australia offers customized financial
product based on the need of customers at all the regions (NAB, 2017). With the increasing
competition every day, it is very essential to understand the brand loyalty of the organization.
Marketing mix is very important element of marketing, and companies should
concentrate on perfect blend of marketing mix for their offering in order to succeed in the
competitive market, every marketer should know which marketing mix influence the brand
loyalty most.
Review of Literature:
Goi, 2009 in his research paper review the concept of marketing mix he has done
exploratory study to explore different thoughts given by the marketing researcher on marketing
mix, and the research paper revealed that marketing mix is the important aspect of company’s
offering (Goi, 2009).
Souar, Keltouma, & Ameur, 2015 in his research paper investigates the effect of
marketing and service quality on customer satisfaction and loyalty and the research paper
revealed that marketing mix is very important aspect of any offering weather product or service

Business Problem 3
as per the researcher if marketer has to be in the top of market share he need to give perfect blend
of marketing mix to the customer (Souar, Keltouma, & Ameur, 2015).
Sunday, Bayode, 2011 in his research paper studies the strategic influence of promotional
mix on the sale of organization sale in manufacturing organization, and the paper revealed that
promotion mix plays very important role in increasing the sale of the organization as it increases
the awareness of the product helps in increasing persuasion for the product in the mind of
consumer (Sunday & Bayode, 2011)
Research Gap:
Review of literatures done reveals that various studies on marketing mix, brand loyalty
and on national bank of Australia is been done but none of the study is been done on the impact
of marketing mix on brand loyalty of customer of National bank of Australia is been done.
Problem Statement
What is the impact of marketing mix on brand Loyalty of National Bank of Australia, and
which marketing mix influence the brand loyalty most?
Hypothesis of the study
H0: There is significant relationship between marketing mix and brand loyalty
Ha: There is no significant relationship between marketing mix and brand loyalty.
This hypothesis will be further divided into seven sub hypothesis
H01: There is significant relationship between Product mix and brand loyalty.
H02: There is significant relationship between Price mix and brand loyalty.

Business Problem 4
H03: There is significant relationship between Place and brand loyalty.
H04: There is significant relationship between Promotion mix and brand loyalty.
H05: There is significant relationship between People and brand loyalty.
H06: There is significant relationship between process and brand loyalty.
H07: There is significant relationship between public evidence and brand loyalty.
Research Design
This is an exploratory and descriptive research
Sampling Design
Universe Customers of National bank of Australia
Sampling Unit Customers of the top 5 branches of National bank of Australia, of Australia
Sample Size 500
Sampling Technique Simple random sampling
Data Collection
For data collection self -made questionnaire with 5 point likert scale was used, in order to
get the feedback of respondents on the impact of marketing mix on brand loyalty.

Business Problem 5
Tool for Data Interpretation and Analysis
For data interpretation descriptive statics was used and final analysis of data was done
through structure equation modelling it is a multivariate analysis technique to understand the
relationship of the two variables.
Conclusion:
There is significant positive relationship with marketing mix and brand loyalty on the
customers of National bank of Australia. Results of Structure Equation Modelling reveals that
Promotion and People influence the brand loyalty of national bank of Australia most, bank
should concentrate on these two most in order to increase the loyalty of its customers.

Business Problem 6
References
Souar, Y, Keltouma, M & Ameur, I, (2015). The impact of marketing mix elements on customer
loyalty for an algerain telecommunication company, Expert journal of marketing, Vol. 3,
no. 1, 1-10.
Statistics solution, (2017). Structure equation modelling, available on
http://www.statisticssolutions.com/structural-equation-modeling/
Pourdehghan, A, (2015). The impact of marketing mix elements on brand loyalty- a case of study
of mobile phone industry, AIMI Journal, Vol. 2, 44-63
Goi, C, L, (2009). A review of marketing mix- 4ps or more, International journal of marketing
studies, Vol.1, no. 1, 1-15

Business Problem 7

Business Problem 8