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You searched Library Catalogue - Title: Collaborative innovations RFID the technology making industries smarter
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Call Number (WOU)
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SP CEMBA 2013 23
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Author
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Tan, Kar Peing
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Title
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Factors influencing brand loyalty towards milk chocolates in Johor Bahru / Tan Kar Peing
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Abstract
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Consumers are exposed to a large number of brand choice alternatives nowadays. As such, this project aimed to study the factors influencing brand loyalty towards milk chocolates in Johor Bahru. The study helps milk chocolate manufacturers to listen to customers, seek opportunities for better marketing strategies or decisions to fulfil customer satisfaction that lead to brand loyalty. From review of past literatures, four important factors related to customer satisfaction were observed namely pricing, product taste, packaging and availability and will be tested towards brand loyalty. The study comprises suggested hypotheses regarding that and three main objectives. First, identify the most preferred brand in milk chocolate bar category. Second, identify the important factors influencing customer satisfaction. Last but not least, correlate the relationship of customer satisfaction and brand loyalty, subsequently identify the determinant factors of customer satisfaction that lead to brand loyalty. A survey was conducted among consumers in shopping malls via a specific designed questionnaire. Simple regression and multi regression analysis as the quantitative methods to identify the important factors and determinant factors. Analysis result noted that Cadbury is the most preferred brand and significant relationships were existed between customer satisfaction and brand loyalty where four elements from three factors: pricing, product taste and packaging are classified as important factors and subsequently tested with multi regression analysis. The implication of the findings reveal that element of “quality is more important regardless high price ” from pricing , “packaging design and colour “ from packaging and “ strong cocoa taste” from product taste are the final determinant factors which are critical in brand loyalty.The study ends with suggestion of future research directions and recommendations namely rewards cards, cash and points membership programme and others which will further strengthen customer satisfaction and brand loyalty.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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94 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Brand choice -- Malaysia
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