Dissertation: Predicting Brand Loyalty in the UK Automobile Industry
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Thesis and Dissertation
AI Summary
This dissertation investigates the prediction of brand loyalty within the UK automobile industry, focusing on the critical roles of customer value and brand identification. The study aims to identify the factors that drive customer valuation and brand preference, examining how companies can leverage these insights to enhance marketing strategies and increase profitability. The research delves into the existing literature, establishing a conceptual framework that connects brand value, equity, and customer behavior. The methodology encompasses a comprehensive approach, including the use of regression analysis to determine the impact of various factors on brand loyalty. The findings reveal the complex interplay between consumer preferences, brand image, and the overall marketing landscape, providing valuable insights for automobile companies seeking to strengthen their market position and foster lasting customer relationships. The dissertation also explores the limitations of the study and suggests avenues for future research, offering a comprehensive analysis of brand loyalty in the automotive sector.
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
Course ID
Dissertation
Topic: PREDICTING BRAND LOYALTY IN AUTOMOBILE INDUSTRY,
CONSUMER VALUE AND CONSUMER BRAND IDENTIFICATION IN UK
Name of the student
Course name
Course ID
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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.
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
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
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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
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
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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
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
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
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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
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
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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.
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
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
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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
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
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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
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
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
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