Fixed Impact of Brand Awareness on Consumers Loyalty

7/27/2019 Fixed Impact of Brand Awareness on Consumers Loyalty

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Impact of Brand Awareness on

Consumers Loyalty:

A Study of Packages Milk Brands

Contents

Chapter one............................................................................................................................................. 5

1. Introduction......................................................................................................................................... 5

1.1Need of loyalty................................................................................................................................... 5

1.2 Brand Awareness Impacts on Quality............................................................................................... 5

1.3 Brand Loyalty Awareness for Children............................................................................................ 5

1.4 A study of packages milk brand Dairy Crest................................................................................. 6

1.4.1 Vision and Values.......................................................................................................................... 6

1.4.2 Strategies of Dairy Crest................................................................................................................ 7

1.4.3 Products of Dairy Crest.................................................................................................................. 7

Spreads........................................................................................................................................... 7

Cheese............................................................................................................................................ 7

Dairies............................................................................................................................................ 8

1.4.4 A Tough Time for Dairies in 2012................................................................................................. 8

1.4.5 An efficient performance from FRijj............................................................................................. 8

1.4.6 Home Deliveries............................................................................................................................ 8

1.4.7 Procurement of Milk...................................................................................................................... 9

1.4.8 Cost Reduction in Practices-innovative new bottles...................................................................... 9

1.4.9 Explanatory controls...................................................................................................................... 9

1.4.10 Effort on reducing costs for Group Earning............................................................................... 10

1.5 Objective of the research................................................................................................................. 10

Chapter 2............................................................................................................................................... 10

2. Literature Review.............................................................................................................................. 10

2.1 Awareness of brand......................................................................................................................... 11


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2.2 Importance of Brand................................................................................................................... 11

2.3 Brand Awareness and Consumer Loyalty....................................................................................... 12

2.4 Brand Equity /Fairness of Brand..................................................................................................... 13

2.10 The Elements for strengthen Equity.............................................................................................. 14

The name of Brand....................................................................................................................... 14

Symbols and Logos.................................................................................................................... 15

Typescripts:.................................................................................................................................. 15

Wrapping:..................................................................................................................................... 15

Mottoes:........................................................................................................................................ 16

2.5 Model of fast moving consumer goods........................................................................................... 16

2.6 Brand image and consumer commitment........................................................................................ 17

2.7 Employee brand commitment and Brand Knowledge.................................................................... 18

2.8 Loyalty Intention............................................................................................................................. 21

2.9 Customer Satisfaction..................................................................................................................... 22

2.10 Factors moving consumer loyalty................................................................................................. 23

2.11 Conclusion:................................................................................................................................... 25

2.12 Hypothesis of the study:................................................................................................................ 25

CHAPTER 3......................................................................................................................................... 27

3. Research Methodology..................................................................................................................... 27

3.1 Strategies and Procedure of the Research:...................................................................................... 28

3.2 Methods of Research:..................................................................................................................... 28

3.2.1 Quantitative Research:................................................................................................................. 28

3.3 Procedure of Data Collection:......................................................................................................... 29

3.3.1 Primary Research:........................................................................................................................ 29

3.3.2 Secondary Research:.................................................................................................................... 29

3.4 Scheming of Questionnaire:............................................................................................................ 30

3.5 Sample:........................................................................................................................................... 30

3.6 Features of Respondents:................................................................................................................ 30

3.7 Size:................................................................................................................................................ 31

3.8 Preparation of Data:........................................................................................................................ 31

3.9 Data Coding and Feeding:............................................................................................................... 31

3.10 Moral Considerations:................................................................................................................... 32

3.11 Trustworthiness and Rationality................................................................................................... 32

Chapter 4............................................................................................................................................... 32


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4. Findings and analysis:....................................................................................................................... 32

4.1Socio-demographic Analysis:.......................................................................................................... 33

4.2 Correlations: .................................................................................................................................... 33

.............................................................................................................................................................. 35

4.3 Regression Models: Hypothesis Testing:........................................................................................ 44

4.3.1 Hypothesis Testing: H1-H4:........................................................................................................ 44

4.3.2 Hypothesis Testing: H5:.............................................................................................................. 51




4.3.6Hypothesis Testing: H9:................................................................................................................ 59

Chapter 5............................................................................................................................................... 61

Conclusions, Implications, Limitations and Future Research Directions:............................................ 61

Suggestions for Management:............................................................................................................... 64

Limitations and Future Research Directions:........................................................................................ 66

Bibliography......................................................................................................................................... 66

Appendix............................................................................................................................................... 68

Impact of Brand Awareness on Consumers Loyalty Questionnaire.................................................... 68


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Abstract

Consumers demand depends upon the quality of brands. And brands loyalty impacts the

behaviour of consumer by brand image and brand awareness. The objective of the current

research is to find the relationship amongst the brand image, the brand awareness, the brand

loyalty and the brand equity. The central objective of the research is to analyse the

importance of specific packaged milk brand loyalty of Dairy Crest Group in the markets of

UK. A survey was conducted online, 100 hundred survey forms were sent to both male and

females to collecting data. . Then the results were taken by feeding data in SPSS to find

results. To test the impact of brand image, four main hypotheses were developed to check the

impacts on consumers loyalty. The hypotheses were takenPhysical, Figurative, Functional,

and Financial. From the conclusions on NOVA and correlation results, it was founded that

the image of brand has positive impact on Consumer fulfilment, Consumer loyalty, and

Consumer commitment. Conversely the relationship between the brand image and Consumer

satisfaction is the strongest. Based on the results, it is concluded that Dairy Crest Milk

brand is doing well in marketing and consumers satisfaction.


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Chapter one

1. Introduction

1.1Need of loyalty

Loyalty ever occurs in the goods market from consumers point of view, the purpose of this

study to analyse the consumers viewpoint on the branded milk packaging company in the

foods and beverage markets.

The recent research shows that management principles and strategies play an important role

to motivate the consumers loyalty for any specific brand. Principles of management are the

basic root to run any business. Efficient designs, marketing, low price and manufacturing of

the products attract the consumers attention. (ESHUN RICHARD, JUNE, 2012)

1.2 Brand Awareness Impacts on Quality

Buyers are very conscious to choose their well well-known and favourite brands. If

enterprises wish to beat their competitors in the markets, then they should love to convince

the consumers to purchase their desired goods and services. When buyers wish to buy any

good, then a title of the brand reaches to their thoughts for a while, which reveals that

products have greater brand awareness. It concludes that the greater the brand assurance, the

less cost enterprises to pay. (Hansen, 2013)

1.3 Brand Loyalty Awareness for Children

It is common that food marketing run campaigns at children on television, magazines and

during movies. Food and beverage trades spend billions of dollars to help and discriminate


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the specific products for children in the United States. The purpose of building brand loyalty

among children is too aware them for begging and nagging to any particular product or brand.

Stanford University has examined the effects of greatly advertised fast food brand on

preschool children's taste favourites. Which concluded that branding the effect of McDonald's

was very strong rather than other brands, because the children were familiar with the

McDonalds. Likewise, the children even favoured the taste of carrots and milk, healthy foods,

when they thought they were from McDonald's.

(http://hotelexecutive.com/author/14/Matthew-Rosenberger)

1.4 A study of packages milk brand Dairy Crest

In 1981, Dairy Crest Group was established in England. In start, there was only marketing of

Milk by the company. The company launched dairy spread in 1983. A joint project was

started with French Dairy Company in 1993, which was titled by Yoplait Dairy Crest. It

introduced new product of cheese brand Cathedral City, in 1995. In 1996, Dairy Crest was

listed as a private company in London Stock Exchange. In 2000s many other brand

companies were introduced by the Dairy Crest Group like Spreads, Cheese, and Creameries

etc.

In these days, Dairy Crest Group plc is the leading company of dairy foods in UK. The

responsibilities of Dairy Crest Group are selling and processing of fresh milk and branded

dairy products in Europe and UK. There are clear strategies, solid visions strong ethics and

good staff in the company.

1.4.1 Vision and Values


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Dairy Crest Group is proud of their links in the country. The vision of Dairy Crest Group is to

provide healthy, pleasurable expedient products to receive the exact loyalty of consumers.

Their objective is to fulfil the needs of consumers, because consumers come first to ensure

for value added sales. It is not possible to bring new product in the market without the

support of consumers and retailers. Franchisees, farmers and employees are also important to

commit business by selling and distributing the milk.

1.4.2 Strategies of Dairy Crest

The main strategies of Dairy Crest Group are

To make its place in value-added markets. To decrease the costs by efficient strategies. Reducing the risks by improving the earning quality.

1.4.3 Products of Dairy Crest

SpreadsIn two factories of UK and France, Dairy Crest is producing spreads and brand of butter. The

distribution of these brands is managed by retailers in both countries.

CheeseThe production of leading brand of cheese is of Dairy Crest in Cathedral City, UK . For this

purpose milk is delivered by local dairy farmers.


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Dairies

The responsibility of Dairy Crest Company is to supply fresh milky-foods, organic and

characterized milk to the foremost dealers, consumers on middle ground, small stores,

chocolate shops, residential-customers and hospitals. Dairy Crest is trading and retailing the

foremost fresh and flavoured milk brand, creamy and dry milk (powders), FRijj.

1.4.4 A Tough Time for Dairies in 2012

Due to inflation and competitions in food markets, the profits could be earned as much as

were expected. To restore the business of Dairies, a lot of actions are taken to reach the high

level of profits.

Innovative strategies are introduced to increase the sales. For this purpose 75 million are

invested on cost, quality and services. And saving are estimated 20 million in each year.to

increase the selling surveys are conducted geographically by customers.

1.4.5 An efficient performance from FRijj

FRijj is the leading flavoured milk brand which has about half of the market. Consumers

are demanding a lot the milk brand FRijj. Dairy Crest Group has done a trial to keep longer

life of FRijj by using UHT milk, this increases penetration convenience openings.

1.4.6 Home Deliveries

To deliver milk to customers doorstep is the basic part of Dairy Crest Groups business.

Nearby 1 million home-customers, having network of 2,100 milkmen, round about 1,500

franchisees are the part of Dairy Crest Group.


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1.4.7 Procurement of Milk

Annually 2.1 billion litters of milk are sourced by Dairy Crest .mostly 80% of this volume

directly comes from about 1300 dairy farms of England and South Wales. The team of Milk

Procurement works with farmers for effective and supportable supply of high quality of milk.

Partnership approach is also adopted to build long-lasting terms with farmers. Contract

options are also available by professional and advisory support to increase the business

opportunities.

1.4.8 Cost Reduction in Practices-innovative new bottles

To save the money of consumers, new light weighted bottles are made by using 15% less

plastic than before. There are two types of benefits by using light-weighted bottles, to

improve the performance with new design and reduction in the use of material. Initially,

30,000 bottles carried stickers to give consumers information in case of not satisfying with

the product. But no complain was received and consumer appreciated the new design.

1.4.9 Explanatory controls

Trends of consumers are checked regularly monitored, because they are the basic key of

running business. Health benefits are promoted continuously which are provided by the dairy

products to improve the healthier products. The Management Board decides to reduce costs

of the products through efficiencies of supply chain. Purchasing and commercial teams are

ready to ensure the customers about cost changes and justifications for increase in prices.


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1.4.10 Effort on reducing costs for Group Earning

The reliable strategies of Dairy Crest have been decrease the costs and got efficiencies in

some years. The target of reducing costs is 20million pounds in each year, then the saved

money is given for consumers value by spending to increase marketing for boosting the

profile of Dairy Crest.

(Dairy Crest Group plc Annual Report 2012, 2012)

1.5 Objective of the research

The main objectives of the current study are:

To know the consumers perspective according to loyalty in fast moving consumersgoods markets.

To identify the reasons of strong brand, To examine the factors affecting consumers brand loyalty, To conclude on the basis of consumersbehaviour according to packaged milk brand

Chapter 2

2. Literature Review

The chapter covers broadly literature analysis to show the importance of consumers brand

loyalty on brand. So, the literature review presented in this chapter is focused on brand

awareness, customer loyalty, brand equity, role of brand in fast moving goods market,

consumer commitment on brand, role of employer in brand loyalty, knowledge of brand etc.

in detail.


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2.1 Awareness of brand

The power of brandsexistence in the consumer's mind" is called brand awareness. To

measure the proportion of the specific market is called the awareness of a brand title. Sellers

can generate awareness amongst their consumers by repetitive advertising. Awareness of

brand can offer reasonable benefits for the dealer, such as brand awareness can diminishes

the brand with a sense of awareness. Title awareness can be a symbol of occurrence,

assurance and ingredient. The salient features of any brand can be decided at its purchasing

time. (Osman*, Spring 2011)

2.2 Importance of Brand

The rise of relationship marketing with suppliers and consumers is not just an exchange of

physical product or service, but there is a relationship to inspire the features like quality,

value, perception, brand, design, efficiency etc.

The brands cannot be considered successful brands which imitate to the following standards:

1. The name, symbol or design of a successful brand which classifies the product of a

business as having reasonable benefit, e.g. Microsoft, Coca Cola, Marks and Spencer.

2. The achievement of a brand results in greater revenues with the best performance market.

3. The fruitful brand is like an asset if it leads to support for economic benefits.

4. A successful brand will lead to invest more for further opportunities and profits.

An Advertising Executive of Tesco company assumed in 1992 that Self-styled products are

not called brands. These are the tags of the producers brand. Thesehave poor positions, poor

features and poor support. Such companies do not recognize the demands of consumer to see

he retailers especially as a passage for supply.


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According to D.Chematory..(1998), a prosperous brand is like a classifiable invention,

service, type or residence amplified, which is counterpart of buyers most closely needs in

such a way that the buyer or user identifies appropriate, exclusive value added. The results of

its success are able to endure the value added in contradiction of opponents

Consequently, tags of many goods and services do not inhibit them from being produces

which are categorized by lack of superficial distinction via consumers proficient offers. Some

goods like mineral, milk, biscuit tin and vegetables come in to mind, wherever procurement

decisions tend to be taken on the base of expenditure or obtainability but not on the basis of

brand or the producers designation.

2.3 Brand Awareness and Consumer Loyalty

Brand awareness ever affects the consumers loyalty and making final decisions by

manipulating the realization and asset of brand relations presented in the image of brand

formed by different factors involved in brand memory.

On the basis of different thoughts of different writers on the importance of brand awareness

to the corporation in case of achieving market share conclude that above brand loyalty by

consumers is associated with the awareness of brand through different significant brands in

competition.

Practically, corporations are using aided and unaided awareness to determine the degree to

which consumers are aware and have positive opinions about their products or services. In

many industries, the companies with maximum awareness of the brands also regulate the

biggest market share. (Osman*, Spring 2011)

In these days, Brands are coming in by dozens in the markets, there are the needs of much

confidence to supply according to consumers choice. A lot of struggles are needed to


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positioning of the product and brand building. By creating awareness of new products and

brands is helpful to introduce for the success of selling the products.

Brand awareness can be popularized by advertising is one of the most important traditional

indication to redirect and mould our lives. It is an unavoidable for anyones life toread the

newspapers or watches television, it is also impossible to escape the marketing images that

saturate the surroundings, via billboards, wall paintings, pop material or even by the radio,

critical across all media but limited to none.

Exactly, the Brand Awareness is one of the main objectives of Marketing in the modern

world.

Marketing is the announcement link between the producer and the consumer. Marketing and

advertising do not only deliver information about the products and services but also a

dynamic effort to prompting the products for people by action.(Sawant, 2012)

2.4 Brand Equity /Fairness of Brand

The success of Brand Loyalty is the outcome of the Brand Fairness which enables the brand

more solid and sufficient to be consumed more in the long run over and done with producing

profits.

The Fairness of brand is important for plentiful benefits for the corporations that possess on

the qualities of brands. Brand equity is positively linked with brand loyalty. Furthermore,

Fairness of brand upturns the possibility of selecting the brand, foremost to consumer loyalty

to a selected brand (ESHUN RICHARD, JUNE, 2012).

By using the sample data of Dutch-customers divided into eight groups of products and

eight in retail chains , to examine the impact of fairness of brand on consumers typical


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responses, it was concluded that that consumers were extra faithful to the high equity brands

rather than low equity brands in the situation of a routine life. (Laurens M. Sloot a, 2005)

Brand Equity- In the decade of 80s, greatly profits of the massive customer product

organization were attained by a plan of obtaining appreciated brand names from other

corporations, the payment of price for such dealings were too much. This is a real fact that

the names of brand that are well known by the consumer have greater equity. Fairness of

Brands depends on great awareness, countless loyal consumers, and a high reputation for

supposed quality.

(Sawant, Nov. - Dec. 2012)

2.10 The Elements for strengthen Equity

The Elements of a brand are the graphical or the voiced evidence which helps to recognize or

distinguish any brand. Maximum brand shared fundamentals are the names, designs, signs,

fonts, wrapping or mottoes. The elements of brand are selected to heighten the brand

alertness and to simplify durable realization, auspicious or exclusive brand associations. To

test the contribution of brand-building for the elements of brand is to know the thinking of

customers about the product or service by brand name, related logo and so forward. Some

common elements of brand are needed to discover for identification to brand equity.

The name of BrandBrand equity is built on the name of brand (Aaker D. ) .The unique name is a basic sign of the

brand, as a cognizance and communications strength. Since the names of brand are needed to

be managed actively to stimulus outside shareholders. Once brand is launched, conversely,

the new name becomes the psychological property of customers .The name of any brand is


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the announcement for theproducts uniqueness, which transmits it fundamentally the brand

equity. Though the tags of corporations can be altered, but the titles of the brand do not

change without any substantial possibility of trailing totally fairness.

Symbols and LogosThe elements of brand-pictorial show a significant role in equity-building in expressions of

brand awareness (Keller, 2003). The pictorial uniqueness of the brand needs to launch or

retaining an occurrence in the markets.

For example, driving in another country when language is unknown, then to recognize a red

octagonal sign means to STOP. The children who cannot read and write, but still can identify

the golden arches and cry out McDonalds!. Some examples of other brands with strong

wording marks which includes Coca-Cola, and Kit-Kat, Dunhill, etc.

Typescripts:

Typescriptsare characterizes as a distinctive category of the brand-symbol which are taken on

real-life of human features. The typescripts of brands are often colourful or striking imagines,

in which these get attention for brand equity. In a competitive market, any character of brand

can create the features of brand salience. A typescript develops a short allusion to the brand

and generates the clear state of publics mind. Letterings contribute for essential objectives of

brand-awareness by retaining the state ofpublicspsychological. (Myers, n.d., as cited in

Costa, 2010; Keller, 2003).

Wrapping:Packaging is the important brand element of designing and generating container or wrappers

for a product (Croft, 1985, as cited in(Keller, 2003). The product which includes the physical


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presence of the container comprising design, colour, shape, labelling and other resources

used, are called Packaging procedure. To attain marketing goal as well as target consumers

requirements, both appealing and efficient apparatuses of packaging should be chosen

properly.

Mottoes:Mottoes are the short expressions to communicate expressively or to influential evidence for

the brand (Keller, 2003). The Motto can capture the principle of the brand and can become

an main portion of the brand equity (Aaker, 2002) .Mostly Mottoes appear in advertisements

to show a major role in packaging and in different promoting activities to build brand equity

(Keller, 2003) .

The role of Mottoes is to give for brand equity in many ways, such as brand awareness

building via the title of brand; e.g.: Have a break, Have a Kit Kat or by creating the durable

links between brand or product assemblage; for example: If Youre Not Wearing Dockers,

Youre Just Wearing Pants (Keller, 2003).

2.5 Model of fast moving consumer goods

There are two cases which demonstrate that how the concept of branding-product can be

familiar sensibly for expansion of effective servicing brands.

Accordingly a research-study by Brooks in 1996, the product-brands and the service-brands

can be established by an approximately related procedure:

clearing the objectives of brand setting;

Description of perfect positioning;

Collection of suitable standards.


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Based on Brooks findings on study of a company Liverpool Victoria Friendly Society

(LVFS), which was established in 1843, currently it has been more than one million

exceptional paying members and accomplishes treasuries of round about 3bn. By highest

clients more than sixty years old, the company confronted the tension to get the response of

younger customers to regenerate its business. Instead, depending upon its extent of past

repute, LVFS had taken a chance to develop the economic amenities for the employed class

of the company. In this state, LVFS selected a pure scheme for rebranding and relocation the

company by following three objectives:

Home package in familiar environs;

Domestic institution over many age groups;

Local associates between agents and clients;

Similarity in Profiles between clients and organizations;

attending clients according to their requirements in the linguistic they recognize.

(Chermetony)

2.6 Brand image and consumer commitment

An endless discussion is going on the perception of customer assurance theory and its range

has been clarified by many of the writers and majority of the writers have stated the concept

of assurance same as any worker of a business owns friendliness and participation with the

association for whom he is working. (Weiwei, (2007), ).

The writers mentions the non-stop affection for the worker with the corporation and having

the consciousness of resigning cost of the association, furthermore the writers additionally


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confidential assurance as a normative obligation comprising on emotions of compulsion in

direction to remain the exact occupation (Meyer and Allen, 1991)

The assessments of the writers are occupied in a universal definition of assurance to the

degree the staffs of the corporation are related with their association sensitively, additionally

the workers are sustained to continue to remain the worker of the same business, affecting on

the worker direct their demonstrative feelings, the linking they have with the association, the

participations and thoughts of substitutes, expenses, and charges due to inner administrative

and outdoor cultural inspirations(Ogba, 2007, p. 84).

2.7 Employee brand commitment and Brand Knowledge

Commitment with the worker to the business has been protected expansively in the literature

of administration literature (O Reilly and Chatman, 1986; Meyer and Allen, 1991). Brand

commitment has been deliberated as a significant result of the broadcasting of brand

awareness and also in the result of managerial efficiency and increase in production (Fiorito

et al., 2007, Meyer et al., 1993). Affective dimension describes the sense of identification and

contribution with the association.

Commitment of worker is willing to employ supplementary struggles to attain the goals of the

business allowing for the valuable mannerisms. In the past collected works, employee efforts

were referred as commitments, which were measured by job routine and the occurrence with

workers ruminate goodbye; these together in turn have focused the employee commitment.

(Iverson and Mcleod, 1996; Heffner and Rentsch, 2001)

Past research has showed that if worker identifies the association with business to be a

confident one, then the employee displayed high level of commitment. (Morgan and Hunt,

1994).
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The definition of worker brand assurance by Kimpakorn and Tocquer (2009) is as, the two

extents to which workers recognize and are convoluted with their package brand, are willing

to employ additional energies to attain the goals of the brand and are concerned in continuing

with the service association. (Prof. Jayesh Patel, January-June, 2011)

In recent research, Barrow and Mostley (2005),Sartain, Shuman (2006) and some other

authors have examined the functions of a brand which exists in shareholders minds.

According to Ambler and Barrow (1996), employer brand can be defined as, officialdoms

image can be seen through its real and prospective workforces and should not be jumbled

with the brand of consumers. Employer brand is promised to employ involvement and

attracted to those workers who accomplished best in its culture (CIPD, 2009) and made a

vibrant view to makes a different and desirable business as a manager (Backhaus and Tikoo,

2004).

When organizations are observed as attractive employers due to their performance in regard

to quality products and services, treatment of the environment, and issues of diversity, it leads

them to attainment of competitive advantage (Daniel et al., 1997). In the result, these

organizations will become custodians of the brand appearance and turn into real supporters

and promoters of the brand. Reviews of past literature identified that, there are four

dimensions to define commitment to brand employee,

1. Proprietor brand as employees brand awareness;

2. Consumer brand as supposed by organizations;

3. The brand of employer and its contestants;

4. The brand of employer which was experienced by organizations. (Prof. Jayesh Patel,

January-June, 2011)


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When employees consider about the brand of employer, firstly they study the way in which

they use the brand in their routine life.

Employer brand as experienced by employees

When employees consider about the brand of employer, firstly they study the way in which

they use the brand in their routine life. Actually, they are influenced mostly by the style of

top management, practices of human resource management and cross-functional

synchronization between numerous branches. (Dunmore,2003; Mitchell, 2003).

Many Researchers had been pointed out that a strong identification with the business would

encourage a worker to keep stay with the association (Allen and Meyer, 1990) then it would

have a positive impact on employees customer positioning. Even workers supposed the

company brand as an honourable brand, worker commitment was estimated to be high

(Morsing, 2006). Previous literature has proved that higher the familiarity of workers with

the company brand; it would be expected to have high level of brand assurance. (Prof. Jayesh

Patel, January-June, 2011)

According to Keller (1998), brand knowledge consists of a brand node in the memory with a

variety of associations linked to it. The organizations of these brand nodes in ones memory

had a significant influence on how brand information is recalled, which ultimately influences

an individualsbehaviour as well as brand related decisions. (Keller, 2003) Linked the brand

awareness to the customer; it is likewise related to the worker. The meaning of brand

knowledge is to distribute the brand promise to workers. According to consumers

viewpoint, if workers are not getting the information of the brand, they will not capable to

perform in the desired manner by the business, nor would they be able to make decisions

relating brand.


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Such kind of worker behaviour to the consumptive manners of customers, demonstrates in

work associated behaviour is focused around distributing on the brand aptitude. To motivate

the students in universities settings specifically in higher education about brand knowledge

deals with rational and sentimental mechanisms i.e. the meaning of brand (Palacio et al.,

2002). It also comprised the knowledge of customer wants and prospects and worker

understanding of their accountability to distribute the brand assurance. (Prof. Jayesh Patel,

January-June, 2011)

2.8 Loyalty Intention

The progress of loyalty has been positioned over the time, basically the concentration of

loyalty expansion was product related service and with reverence to noticeable goods to the

focus on loyalty of brand. Cunningham (1961) has extended the range of brand loyalty by

using the same measures with Brand loyalty. The combination of loyalty emphasized on two

different approaches of loyalty which are known as behaviour and attitude. Jacoby and

Chestnut (1978) presented a theoretical description of brand loyalty as:

biased (i.e. non-random); behavioural response according to buying; conveyed over time;

by some policymaking component;

with respect to more than one brands out of a customary of such brands; A function of psychosomatic (evaluation in decision-making) procedures.

The loyalty of customer is the assurance by the consumer to re-purchase or re-buy package

and product from one specific firm or organization in the future thus consumer repeating


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same brand for purchasing Oliver (1997). Brand loyalty can be clarified on the base of the

behaviour, attitudinal or compound approach.

Loyalty behaviour has been dignified to purchase repeatedly frequency of the customer,

while l loyalty attitude mentions to the specified presentation, promise or buying aim of the

customer. Jacoby and Chestnut (1978) claimed that the behaviour measures principally

symbolize the stationary result of an active assessment process (i.e. exclusively on actual

behaviour). So, this methodology unable to recognize the characteristic underlying brand

loyalty and also not sufficient to streamline the important factors that conclude how and why

brand loyalty should be established or adapted (Jacoby & Chestnut, 1978). The attitude

processes are referred to the feelings of consumer toward the brand and definite intention to

suggest likelihood to repurchase the product and service (Schiffman & Kanuk, 2004; Jacoby

& Chestnut, 1978). Objective of consumer can be dignified by asking consumer about their

upcoming goals to repurchase product or service again (Jones & Sasser, 1995). Additionally,

Jones and Sasser (1995) recommended that

The companies should apprehend the information (i.e. purpose to repurchase the good or

service) when they extent level of consummation of buyer to the product and service.

The intention of Customer for repurchasing the good or service can be measured at any time

by making relationship with customer.

Objective of repurchase by the customer is a strong sign of future behaviour.

(THAKUR* & SINGH, 5, May 2012,)

2.9 Customer Satisfaction


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The meaning of Satisfaction is to gratify the response of consumer about the provision of

service and the product (Oliver 1997). According to Levesque and McDougall (1996)

satisfaction is hypothesized as a whole, consumer approach towards the provider of service.

Apparently, satisfaction is like a boldness which can be measured by the sum of the

satisfactions with the numerous characteristics of the product or service (Churchill and

Surprenant, 1982) the definition of the Customer satisfaction may be as abelief before

buying and awareness about presentation after consumption. The expectation of hypothesis

recommends that customers are fulfilled when the performance of the product is better than

expectations is called positive disconfirmation, and the when the consumers are not fulfilled

because of poor performance of the product which dissatisfies the customers' anticipations is

called negative disconfirmation, and unbiased satisfaction when the performance of product

meets the expectations is called zero disconfirmation/verification. A positive disconfirmation

is front-runners to consumer satisfaction and a negative disconfirmation hints to consumer

dissatisfaction. (THAKUR* & SINGH, 5, May 2012,)

2.10 Factors moving consumer loyalty

There is a direct link between satisfaction and loyalty: satisfied consumers converted into

loyal and dissatisfied consumers move into another wholesaler (Heskett et al., 1994).

The power of satisfaction on loyalty has been the most popular subject of studies in these

days. Numerous studies have publicized to show the existence of a straightforward linking

concerning satisfaction and loyalty

The main objective of forming American Customer Satisfaction Index (ACSI) in 1984 was to

clarify the expansion of customer loyalty. The ACSI model has three antecedents for

consumer satisfaction:


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Supposed quality Supposed value Expectation of consumer (Anderson et al., 2000).

In the European Customer Satisfaction Index (ECSI) model supposed quality is allocated into

two elements:

Hard ware, is comprised of the attributes and quality of the product or service. Human ware, is characterized by the related customerbehaviour towards the

product/service (Grnholdt et al., 2000).

Both models should increase to upturn the customer loyalty. When the satisfaction is little

consumers have the choice to exit or prompt their criticisms. Scholars have revealed that 60

to 80% of consumers who blemish to a rival believed that they were satisfied on the analysis

just proceeding to their defection (Reichheld et al., 2000). So it is proved that there are some

other issues alongside satisfaction that have a certain impact on customer loyalty.

On the basis of past literature review, consumers can be recognized by their loyalty in some

ways, such as:

1. Faithful or passionately loyal customersthese kinds of users are very active to use

several types of products and services and announce to consume them in future, they also

mention the same to others for using the product or getting the service.

2. Socially loyal consumersthese kinds of the consumers are those, who use certain

products or services and announce that they will continue to use in future but do not care to

recommend to others.

3. Unsure or doubtful consumersthese are the consumers who use certain products or

services but do not recognize which products they will consume in the future.


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4. Unfaithful reducersthese kinds of consumers are those who have decrease or will

decrease the percentage of the product or the service in their practice.

5. Leaversthose consumers who announce, that they certainly will not use this product or

the service in future. (Waheed Akhter, 18 February, 2011)

Invalid source specified.

2.11 Conclusion:

From the above mentioned discussions it could be concluded that brand image plays a vital

role in the perception of customers towards the brand loyalty, commitment and repurchase of

a brand. Many studies have provided evidence that brand image has a positive impact on the

brand loyalty of the customer and such studies are by Bian and Moutinho, (2011), Aaker and

Keller; Park et al., (1991), Dolich, (1969), Low and Lamb (2000). Many factors have been

discussed that contribute to creating a brand image of any corporation such as the quality of

product, the quality of services provided, awareness about the brand etc. the brand image of

any product or corporation helps the corporation to attract customers and satisfying the

existing clients by providing quality product is considered to be easier than attracting new

ones. Furthermore, brand image helps the customers to seek the required product in presence

of so many other brands. Similarly the brands with good image tend to attract more customers

and builds brand loyalty, develops commitment of loyal customers to repurchase the brand.

2.12 Hypothesis of the study:

From the above discussions following hypothesis are developed to test the impact of brand

image on customer loyalty, customer satisfaction and customer commitment.


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Ho1: Sensory attributes related to brand image does not tend to have positive impact on

consumer loyalty.

H1: Sensory attributes related to brand image tends to have positive impact on consumers

loyalty.

Ho2: Symbolic attributes related to brand image does not tend to have positive impact on

consumer loyalty.

H2: Symbolic attributes related to brand image brand image tends to have positive impact on

consumers

Ho3: Utilitarian attributes related to brand image brand image does not tend to have positive

impact on consumers

H3: Utilitarian attributes related to brand image brand image tends to have positive impact

on consumers.

Ho4: Economic attributes related to brand image to brand image does not tend to have

positive impact on consumers.

H4: Economic attributes related to brand image brand image tends to have positive impact

on consumers.

Ho5: Brand image does not have positive impact on customer satisfaction.

H5: Brand image have positive impact on customer satisfaction.

Ho6: Brand image does not have positive impact on customer loyalty.

H6: Brand image have positive impact on customer loyalty.

Ho7: Brand image does not have positive impact on customer commitment.


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H7: Brand image have positive impact on customer commitment.

Ho8: Customer satisfaction does not have positive impact on customer loyalty.

H8: Customer satisfaction has positive impact on customer loyalty.

Ho9: Customer satisfaction does not have positive impact on customer commitment.

H9: Customer satisfaction has positive impact on customer commitment.

CHAPTER 3

3. Research Methodology

A research methodology is a logical approach that could be employed to exercise a well-

matched policy in order to support to the study under research (Saunder et al., 2003). The

purpose of current study is to see the impact of brand image of milk packaging on the

consumer loyalty, assurance and repurchases behaviour in order to examine the theoretical

model developed in the course of studies discussed in the of literature review. Furthermore

for the current study logical approach will be employed as this approach is adequate to

observe the requirements of the study. The empirical approach tributes the self-administered

questionnaire to investigate the relationship amongst the four major variables which are brand

image, brand loyalty, assurance and repurchase behaviour of consumer.

The qualitative method of research is applied because this would enable the study to come

out with a detail examination involving complex issues concerning to branding a purpose, by

focusing with few respondents in order to acquire a detail response from respondents and also

to allow them to freely express their feelings and perception about the subject matter.


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3.1 Strategies and Procedure of the Research:

The data was collected through an online survey methodology in order to test the theoretical

model for the existing study. For this purpose the technique of questionnaire was developed

which was uploaded on a legal URL which is selected by well-known research corporation

the survey monkey. The link of the survey was sent to the selected respondents forthe

requirement of survey from the university email and face book was allowed in order to get

the response from the customers about the impact of packaged milk brand image on the

customer loyalty, assurance and customer satisfaction. But the purpose of the study was told

to the respondents and they were guaranteed that the shared information would be kept

confidential and anonymous.

3.2 Methods of Research:

The most broadly methods assumed to investigate a research include of quantitative research

and qualitative research. Both of these methods posses unique characteristics but at the same

time contain certain experts and shafts which differentiate the two methods in respect of

scope and degree of suitability. Conversely on the basis of nature and degree of suitability for

the current study quantitative method of research is assumed in order to yield more precise

and exact results.

3.2.1 Quantitative Research:

According to shah and Corley ((2006) quantitative research could be defined as:

Statistical analysis isused for quantitative study to order its sample results to yield forecasts

of the upcoming behaviour of a related sample group. Quantitative research is assumed by

means of forming a hypothesis, collecting data, which is then ordered and analysed. Finally


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the conclusion will recognize whether the initial hypothesis is supported by the evidence

(data) (Shah and Corley, 2006).

In order to carry out quantitative research a self-administered questionnaire survey will be

directed in order to collect data to test the projected hypothesis.

3.3 Procedure of Data Collection:

For the existing study in order to collect data both primary and secondary sources were

employed to get better indulgent of the research under study and to gain inclusive results.

3.3.1 Primary Research:

According to McDaniel and gates (2003) in primary research data is in raw form means

which has to be composed according to the research directed and the data could be collected

by the way of surveys, interviews, questionnaires, observations and focus groups (McDaniel

and gates 2003).

To test the hypothesis the primary data for the existing study, data was collected by self-

administered questionnaires and in order to make the study more comprehensible and

elaborative primary data provided the balanced in collecting the secondary data for the study.

3.3.2 Secondary Research:

Secondary data is comprised of that data which is presented in the publishing form,

furthermore according to Wallace (2009) secondary data is an ordered piece of search to

answer the queries, provide empirical as well logical evidence for the applied theories and

provide better understanding of the research topic. For the existing study literature review

instigated from the widespread secondary sources such as articles journals, newspaper and


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the information was mainly collected from the secondary resources provided by foremost

academic databases such as EBSCO, MINTEL, and EMARLD, JSTOR etc.

3.4 Scheming of Questionnaire:

As the existing study is supplemented by the way of carrying out questionnaire technique so

the questionnaire has to ensure every aspect of the study and different questions were

prepared on each variable such as brand image customer loyalty, customer satisfaction and

customer commitment. Furthermore different questions were established on the structure of

brand image in order to provide inclusive and exact results. For further carefulness and

accuracy of results closed ended questions were established as the contributors find a close

ended questionnaire easy to fill rather than to answer an open ended question. Likewise

results of close ended questionnaire rise to be more exact and exact as they are dignified

against a specific scale rather than open answers (McDaniel and Gates, 1997).

3.5 Sample:

The model for the current study is comprised of the consumers of packaged milk brand

Dairy Crest. The method of non- random or non-probability sampling is adopted.

According to Trochim (2008), Non-random is a secondary kind of sampling which is

designed at making obvious choices on self-judgment basis about what should be added to

the sample accurately. Other reason of adopting nonrandom sampling was the time

constraint and inadequate resources as non-random sampling is suitable to employ (Saunders

et. al 2007).

3.6 Features of Respondents:


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The contributors who were involved in the survey were mostly from the age group of 16 to

25, 26 to 35, 36 to 45, and 46 to 55 and above. The contributors encompassed of students of

high school, few were from bachelors level, few university graduates and few were from

post graduate level. Furthermore the sample contained of both female and male respondents.

The purpose of selecting such sample was to get different views of people from all age

groups, different levels of students (Creswell, 2003).

3.7 Size:

The sample size for the existing study was set at 100. And this was comprised of 100 surveys forms

which were occupied by both male and female respondents online. This sample size was selected for

the reason of round statistics more for the reason as a large sample size is good for computing more

comprehensive results. The sample size of 100 was additional handled appropriately and was

understood easily as well (Flyvjberg, 2006),

3.8 Preparation of Data:

For the purpose of saving time and tiresomeness later on the questionnaires were accurately

evaluated once filled by the respondents. It was on-going task during collection of the data.

This greatly helped the researcher in broadcasting of questionnaires and this way the

uncertain and incomplete questionnaire were not measured. Conversely more questionnaires

were filled to reach the sample size (Sekaran, 2004).

3.9 Data Coding and Feeding:

After collecting the survey forms all the answers from the questionnaire were fed into

computer software SPSS (Statistical Package for Social Sciences), the most commonly used

software for directing quantitative research. The options were implied from 1 to 5 on the liker


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scale. 5 for strongly agree and 1 for strongly disagree and ANOVA and correlation analysis

were employed for the valuation of association or differences of variables.

3.10 Moral Considerations:

The respondents were told earlier about the purpose of the survey and informed about the

research study. Furthermore they were also told that the purpose of the survey is academic.

Additionally the names of the respondents were kept confidential. Volunteer participants

from the respondents were originated. Those respondents who wanted the copy of the study

were demanded to provide their email addresses to send the copy of the study to them on

accomplishment (Shah and Corley, 2006).

3.11 Trustworthiness and Rationality

This research scale items were designed as an intermission rating five-point Likert scale to be

replied to on a measure of one to five to designate the degree of participants agreement or

disagreement with a given declaration, where five denotes strongly agree, four denotes

agree, three denotes neutral, two disagree, one strongly disagree. The purpose of

this enhanced method is to suggest the respondents with more choice and assistance their

moods toward the brand of their choice and provide room for the assessment of the scales

validity and consistency.

Chapter 4

4. Findings and analysis:


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The purpose of this chapter is to extant the findings and analysis of the data collected on the

basis of questionnaire. The first segment of this chapter will present the socio demographic

analysis of the sample features which are prepared on gender, age, education, how much

consumers care about using packaged milk Dairy Crestbrand, the period for which the

consumers have been using packaged milk Dairy Crestbrand and the elements which

influenced them to purchase packaged milk Dairy Crestbrand. For the second stage of this

chapter the option of SPSS compute was employed to get the resources of all the dimensional

scale of brand image such as Physical, Figurative, Functional and Financial. In the next stage

linear regression model and for presenting the statistical model, correlation was run on the

SPSS software, furthermore to test the hypothesis ANOVA, t-statistics and regression

coefficients on the variables of the research developed from literature.

4.1Socio-demographic Analysis:

The table 1 showing the gender tablewhich is showing that the female respondents were

more than as compare to male respondents. An aggregate of 61 respondents were female and

39 were male respondents.

4.2 Correlations:

Berenson et al., (2009) stated that coefficient of correlations r is employed to measure the

comparative strength between the two numeric variables. For the current study the four

hypotheses of brand image that are Physical, Figurative, Functional and financial have been

linked hypothetically with the brand image. Concerning the hypothetical studies, the

relationship among the brand image and its four variables (the table 7 shows), there exists a

positive correlation among the brand image and Physical, Figurative, Functional and

Financial. Between the four variables the most significant variable having strong correlation

with Brand image is the financial construct that is 0.715. The result of the correlation shows


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positive relation between the Physical construct and brand image, as this variable is linked

positively with brand image to having positive impact on consumers of packaged milk Dairy

Crest brand. However other hypotheses also tend to have positive correlation with Brand

image for instance, Figurative is correlated with brand image at 0.629, and Functional is

correlated at 0.688 and Physical at 0.516.

On the other hand, remaining three variables such as Consumer satisfaction, Consumer

loyalty and Consumer commitment also tend have positive correlation with brand image. The

table 7 is showing the correlations of all variables with brand image. Amongst these three

variables the satisfaction of Consumer shows a strong relation with brand image which is

0.603 where as Consumer loyalty inclines to have feeble but positive association with brand

image and is positive statistically at .400. Whereas the commitment of consumer is associated

positively with brand image is .432. From the analysis it could be seen that the variable

Financial tends to have the strongest correlation with the brand image, i.e. .715 more close to

1, Functional have more strong relation than Physical and Figurative at .688. The findings

gained through correlation statistical analysis provide empirical evidence to the significance

of the hypothetical conceptual model. However the correlation results reveal that all the

variables tend to have a positive association with the brand image. The analysis of linear

correlation of the study supports the hypothesis of the study strongly.


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The table 2 represents the results for age, the respondents who belongs to different age groups

were such as, conversely 28 respondents belonged to the age group of 16 to 24, 27 belonged

to age group of 25 to 34, 23 respondents belonged to 35 to 44 age group, 9 respondents were

from 45 to 54 age group and 13 respondents belonged to the age group of beyond 55 years of

age.


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The results presented in table 3 are showing for education of the respondents, according to

the results majority of the respondents (35%) are high school students, 34 respondents are

college graduate, 16 respondents are university graduate and 15 respondents are the students

of post graduate. However majority of the respondents accomplished high school and

graduate level which is a solid indicator that majority of the consumers of packaged milk

Dairy Crestbrand are educated people.


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The following table is showing the responses of consumers concerning how much they care

to use the packaged milk Dairy Crestbrand. The result reveals that the majority of the

consumers about 57 percent strongly care about using packaged milk Dairy Crestbrand, 28

percent respondents somewhat care about using the specific brand, 10 percent of the

respondent does not care much about using packaged milk Dairy Crestbands and 5 percent

of respondents never care about using packaged milk Dairy Crestbrand or any other.


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However majority of the respondent i.e. 57 percent strongly care to use packaged milk Dairy

Crestbrand which is a strong indicator for the current study.


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The table 5 is nearby the period the consumers have been using packaged milk Dairy Crest

brand. The results revealed that about 13 respondents have used packaged milk Dairy Crest

brand for less than 1 month, 15 have used packaged milk Dairy Crestbrand for 1 to 6

months period, 14 respondents have used packaged milk Dairy Crestbrand for a period of

6 to 1 year, 24 consumers have used it for 1 to 3 years and 34 consumers have used

packaged milk Dairy Crestbrand for over 3 years which is a strong sign for the study.


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The table 6 exposes the results for the question about the features which affect the consumers

to purchase packaged milk Dairy Crestbrand products. The results revealed that 29 out of

100 respondents selected the price factor for purchasing the packaged milk Dairy Crest

brand products, 44 respondents selected brand image as the reason for purchasing packaged

milk Dairy Crestbrand products and 27 respondents selected quality of product factor as

their reason of purchasing packaged milk Dairy Crestproducts. The demographic result

shows that mostly respondents are motivated towards purchasing and using packaged milk

Dairy Crestbrand because of its brand image, quality of products and purchasing and using

of packaged milk Dairy Crestbrand is more evident in youngsters ranging from age of 16

to 15 and majority of the consumers are using packaged milk Dairy Crestbrand for more

than 3 years.


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4.3 Regression Models: Hypothesis Testing:

Using the technique of questionnaires, the empirical data is collected to be examined by

using ANOVA, t-test and linear regression model in order to show the results of the study

and in order to display the association that exist between different variables.

4.3.1 Hypothesis Testing: H1-H4:

The first four hypothesis related to the brand image that are Physical, Figurative, Functional

and Financial has positive impact on the Consumer loyalty and are maintained by the

ANOVA test. The table 8.2 shows the significance value is p equal to 0.000 which is

Documents

Fixed Impact of Brand Awareness on Consumers Loyalty