Abstract
This study was conducted to determine the level of brand loyalty and image,
to examine interactive role of those factors that determines brand image
and loyalty, to determine level of brand loyalty and image of Toyota car
users and to suggest measures for developing brand loyalty in district
Peshawar. The data was collected through questionnaire from a sample of
100 Toyota car users that were selected through convenience sampling
method. The results were analyzed on the basis of Chi-Square (x2) test to
determine the differences among the group factors. The study on the basis
of the results of the test statistics showed that Brand Image and Loyalty was
highly insignificant with age group, level of education, point of purchase
and repeat purchase duration. While it was observed by the results of the
test statistics that brand image and loyalty was highly significant with
brand choice of Toyota, level of satisfaction of the use of product, different
feature of the product, coloring scheme of Toyota brand, the repeat
purchase frequency of the product in contact and different societal factors
associated with the product. The study recommended that the Toyota if
want to remain on the top is required to adopt a lean and green marketing
strategy against its main competitors, Toyota management should focus on
consumer satisfaction, Toyota must beware of arrogance. The study also
recommends that for Toyota, it is important to be able to establish supply
chain management systems.
Muhammad Shafiq Gul, Dr Farzand Ali Jan, Dr Qadar Baksh Baloch, Muhammad Faheem Jan, Muhammad Farooq Jan. (2010) Brand Image And Brand Loyalty, Abasyn Journal of Social Sciences, Volume-03, Issue-1.
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