BRAND MANAGEMENT AND CUSTOMER LOYALTY IN THE ELECTRONICS INDUSTRY (A STUDY OF ALABA INTERNATIONAL MARKET)
CONTENTS PAGES
Title page I
Certification II
Dedication III
Acknowledgements IV
Table of contents V
List of figures VIII
List of tables IX
Abstract XIII
CHAPTER ONE: INTRODUCTION
Background to the study………………………………………………………………………………………… 1Statement of the Problem……………………………………………………………………………………….. 2Objective of the study……………………………………………………………………………………………. 2Hypotheses of the study…………………………………………………………………………………………. 2Significance of the study………………………………………………………………………………………… 3Scope and Limitations of the study………………………………………………………………………….. 3Definitions of operational terms……………………………………………………………………………… 4
References…………………………………………………………………………………………………………… 5
CHAPTER TWO: LITERATURE REVIEW
References…………………………………………………………………………………………………………. 29
CHAPTER THREE: RESEARCH METHODOLOGY
References…………………………………………………………………………………………………………. 35
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS, AND INTERPRETATION
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
Bibliography………………………………………………………………………………………………………. 63
APPENDIX
Questionnaire …………………………………………………………………………………………………………………………
LIST OF FIGURES
FIGURES PAGES
Figure 1 The six brand architectures……………………………………………………………………………. 12
Figure 2 Identity and image……………………………………………………………………………………….. 16
Figure 3 The brand identity prism………………………………………………………………………………. 17
LIST OF TABLES
TABLES PAGES
Table 4.1.1 Gender…………………………………………………………………………………………………… 36
Table 4.1.2 Age range……………………………………………………………………………………………….. 37
Table 4.1.3 Highest Educational qualification……………………………………………………………… 37
Table 4.1.4 Professional status…………………………………………………………………………………… 38
Table 4.1.5 The name of my favorite electronic barned makes me feel happy when I purchase or use the brand……………………………………………………………………………………… 38
Table 4.1.6 The color theme of my favorite electronic brand makes me feel happy
when I purchase or use the brand……………………………………………………………… 39
Table 4.1.7 The product designs of my favorite electronic brand makes me feel
happy when I purchase or use the brand…………………………………………………… 39
Table 4.1.8 The product packaging of my favorite electronic brand makes me
feel happy when I purchase or use the brand…………………………………………….. 40
Table 4.1.9 The product name influences my choice of purchasing a product from my favourite electronic brand over others (alternatives)…………………………………………………. 40
Table 4.1.10 The colour theme influences my choice of purchasing a product from my favourite electronic brand over others (alternatives)…………………………………… 41
Table 4.1.11 The product design influences my choice of purchasing a product from my favourite electronic brand over others (alternatives)…………………………………… 41
Table 4.1.12 The product packaging influences my choice of purchasing a product
from my favourite electronic brand over others (alternatives)……………………… 42
Table 4.1.13 I am satisfied with the overall image of my favourite electronics brand
in the market…………………………………………………………………………………………. 42
Table 4.1.14 The advertising and promotions of my favourite electronics brand is
excellent and wide spread……………………………………………………………………….. 43
Table 4.1.15 I am satisfied with the prices of products offered by my favourite
electronics brand……………………………………………………………………………………. 43
Table 4.1.16 The products offered by my favourite electronics brand are
of superb quality and uniqueness……………………………………………………………… 44
Table 4.1.17 I am satisfied with the convenience of the location I purchase
products offered by my favourite electronics brand……………………………………. 45
Table 4.1.18 I prefer products from my favourite electronics brand because they
always satisfy me…………………………………………………………………………………… 45
Table 4.1.19 I prefer products offered by my favourite electronics brand compared
to other brands (alternatives) because of its name………………………………………. 46
Table 4.1.20 I prefer products offered by my favourite electronics brand compared
to other brands (alternatives) because of its colour theme…………………………… 47
Table 4.1.21 I prefer products offered by my favourite electronics brand compared
to other brands (alternatives) because of its design and packaging……………….. 47
Table 4.1.22 The benefits I receive from my favourite electronics brand outweigh
the cheaper prices offered by other brands………………………………………………… 48
Table 4.1.23 I consider myself loyal to my favourite electronics brand…………………………… 48
Table 4.1.24 I always want to purchase more products from my favourite electronic
brand because of its name……………………………………………………………………….. 49
Table 4.1.25 I always want to purchase more products from my favourite electronic
brand because of its colour theme……………………………………………………………. 49
Table 4.1.26 I always want to purchase more products from my favourite electronic
brand because of its logo………………………………………………………………………… 50
Table 4.1.27 I always want to purchase more products from my favourite electronic
brand because of its design and packaging………………………………………………… 50
Table 4.1.28 I always want to purchase more products from my favourite electronic
brand because of what the brand stands for or believes in…………………………… 51
Table 4.1.29 I always anticipate the next product to be released by my favourite
electronics brand……………………………………………………………………………………. 51
Table 4.1.30 I frequently recommend the products offered by my favourite electronic brand……………………………………………………………………………………………………………. 52
Table 4.1.31 I will always purchase products offered by my favourite electronics brand regardless of any increase whatsoever in their prices………………………………….. 52
Table 4.1.32 I repeatedly purchase products of my favourite electronics brand
because of its cheaper prices compared to other brands………………………………. 53
Table 4.1.33 I repeatedly purchase products of my favourite electronics brand
because of its higher prices compared to other brands………………………………… 53
Table 4.1.34 I repeatedly purchase products offered by my favourite electronics
brand because I love them………………………………………………………………………. 54
Table 4.1.35 I repeatedly purchase products offered by my favourite electronics brand
because it is stressful to switch to or continuously purchase from other brands………. 54
Table 4.1.36 My favourite electronics brand is…………………………………………………………… 55
Table 4.2.1 Correlations: Product branding and customer perceived value………………………. 56
Table 4.2.2 Correlations: Product branding and customer commitment…………………………… 57
Table 4.2.3a Model summary: Product branding and customer loyalty……………………………. 58
Table 4.2.3b ANOVAa: Product branding and customer loyalty…………………………………….. 58
Table 4.2.3c Coefficients: Product branding and customer loyalty…………………………………. 58
ABSTRACT
This study investigates the effect of brand management on customer loyalty. The main objective of the study is to examine the effect of branding on customer loyalty in the electronics industry using Alaba International market of Lagos State, Nigeria.
Primary data were used for the study, 100 customers were selected from Alaba International market of Lagos state using the simple random sampling technique.
The data were gathered using the questionnaire and analysed using descriptive statistics and inferential statistics such as Pearson Correlation analysis and regression analysis, with the aid of the Statistical Package for Social Sciences (SPSS).
The findings of this study show that there is significant relationship between product branding and customer perceived value; as well as a positive significant relationship between product branding and customer commitment; and finally, a positive significant relationship and effect between product branding and customer loyalty.
The study therefore recommends that marketers should pay close attention to a brand’s development and its products, its identity and architecture, as well as the marketing mix elements that support the brand in order to appropriately position the brand in the minds of consumers; develop a favorable image, gain and sustain substantial market share and ensure that the brand becomes most preferable in the market over time to develop effective loyalty.
BRAND MANAGEMENT AND CUSTOMER LOYALTY IN THE ELECTRONICS INDUSTRY (A STUDY OF ALABA INTERNATIONAL MARKET)
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