Brand Loyalty Towards Pnp No Name Brand

DECLARATION – INDIVIDUAL ASSIGNMENT

Module: Marketing Management

Module Code:

Assignment No.: 1

Assignment due date: 28 March 2015

Module: Marketing Management

Module Code:

Assignment No.: 1

Assignment due date: 28 March 2015

SOLEMN DECLARATION

I Jaap De Villiers declare herewith that the assignment which I herewith submit to the North-West University as partial completion of the requirements set for the MBA degree, is my own work.

Signature of student_____________________________

Student number 20742355

Signed at Potchefstroom this 6th day of March 2015.

2015

Marketing Management

INDIVIDUAL ASSIGNMENT

Jaap de Villiers

20742355

TABLE OF CONTENT

ABSTRACT p. III

1. INTRODUCTION p. 1

2. PURPOSE OF RESEARCH p. 1

3. LITERATURE REVIEW p. 1

3.1. BRAND LOYALTY p. 1

3.1.1. REPEAT PURCHASING p. 2

3.1.2. INVOLVEMENT p. 3

3.1.3. BRAND TRUST p. 4

4. RESEARCH METHODOLOGY p. 5

4.1. Research Design p. 5

4.2. QUESTIONNAIRE DEVELOPMENT p. 5

4.3. SAMPLING p. 5

4.4. BRAND SELECTED p. 5

4.5. RESPONSE TREND p. 5

4.6. DATA ANALYSIS p. 6

4.7. VARIABLES p. 6

5. RESULTS AND DISCUSSION p. 6

6. CONCLUSION AND RECOMMENDATIONS FOR FURTHER STUDIES p. 10

7. MANAGERIAL IMPLICATIONS p. 11

8. BIBLIOGRAPHY p. 13

APPENDIX A - Questionnaire p. 15

LIST OF TABLES

5.1. Reliability of measurements instrument p. 6

5.2. Total correlation between constructs p. 7

5.3. Correlation between constructs split between loyal and non-loyal respondents p. 8

5.4. Frequency p. 9

5.5. Descriptive summary of the data p. 9

5.6. Logistical...