Brand Loyalty Tata South Africa

Brand Loyalty – Tata South Africa

Executive summary

Today there are so many studies regarding Brand Loyalty, making it often difficult to know what to believe and what not. “The Tata Group defines their purpose as to improve the quality of life of the communities they serve, they claim to do this through leadership in sectors of national economic significance, to which the group brings a unique set of capabilities”. (Tata) This is the concept that reflects brand loyalty in a sense. The concept brand loyalty, the definition and the measure thereof has evolved over time. In this short study I hope to give some insight and help with the understanding and measurement of BRAND LOYALTY. Nemours studies in many areas of marketing suggest that brand loyalty is an important dimension of repetitive buying of low-involvement, low-cost, frequently-purchased products. We therefore have to be in continues communications with our customer, as our customer lies at the heart of any business. The saying a customer is always right is not far from the truth. Branding is something that we cannot control, but we can guide and influence it.

TABLE OF CONTENTS

1. INTRODUCTION 4

2. BRAND DEFINED 4

3. BRAND LOYALTY 5

4. MEASURING BRAND LOYALTY 6

5. DEVELOPING BRAND LOYALTY 9

6. TATA BRAND LOYALTY RESULTS 13

7. ANALYSIS OF ASSIGNMENT 15

8. CONCLUSION 16

9. BIBLIOGRAPHY 17

1. INTRODUCTION

As an independent management consultant, you are contacted to perform research on brand loyalty regarding the vehicle manufacturer Tata in South Africa. It is expected from you to:

* Do an intensive literature study regarding brand Loyalty(Maximum 8 pages);

* Compile a measuring instrument to measure the brand loyalty. Attach as Appendix A;

* Have the measuring instrument completed by 5 Tat-owners to measure their brand loyalty:

* Write a short report where the results of thee research are presented; and

* Do a short critical analysis of your own attempt...