MEASUREMENT OF CUSTOMER’S BRAND LOYALTY TOWARDS …ijmrr.com/admin/upload_data/journal_Chiranjeevi 8aug16mrr.pdf · major role for interior, exterior, bath rooms and parking areas

ISSN: 2249-7196

IJMRR/August 2016/ Volume 6/Issue 8/Article No-8/1058-1069

G. Chiranjeevi et. al., / International Journal of Management Research & Review

*Corresponding Author www.ijmrr.com 1058

MEASUREMENT OF CUSTOMER’S BRAND LOYALTY TOWARDS CERAMIC

TILES BRANDS

G. Chiranjeevi*1, Dr. M.Rajasekhar

2

1Research Scholar, Department of management studies, S.V.University, Tirupati (A.P), India.

2Prof, Dept. of commerce, S.V. University, Tirupati, A.P, India.

ABSTRACT

This study empirically examines the relationship between brand loyalty as the independent

variable and ceramic tiles brands as the dependent variable. While one-way ANOVA is used

to explain the significant relationship between these two variables, Chi-square explains the

association between these two variables and t-test is used to explain the acceptance of

ceramic tiles by male and female respondents. In this process we have collected opinions of

504 respondents by using a well constructed close-ended questionnaire. In this study, we

conclude that Johnson ceramic tile brand is more re-purchasable brand, where as Kajaria is

the second popular brand; Somany and Nitco occupies third and fourth places among

customer‟s choice.

Keywords: Brand loyalty, ceramic tiles, ANOVA test, Chi-square test, t-test.

INTRODUCTION

Today ceramic tiles have become an integral part of home improvement. It makes a huge

difference to the way interiors and exteriors look and express. The Indian tile industry

continues to grow at a healthy of 15% per annum. The overall size of the Indian ceramic tile

industry is approximately Rs 25,000 crores (FY15). The organized sector comprises of 14

players approximately. While the unorganized sector accounts for nearly 60% of the total

industry. In terms of ceramic tiles production, India ranks 3 in the world and the per capita

consumption in India is at 0.50 square meters per person where as it is 2 square meters in

China, Brazil and Malaysia.

Ceramic tiles are primarily hygiene products. This is fairly evident from their varied usage

from bathrooms and kitchens in Indian households to medical centers, labs, milk booths,

schools, public conveniences. The main product segments are the wall tile, floor tile, vitrified

tile and industrial tile with market shares of (in value terms) 20%, 23% 50%, and 7%

respectively. The tiles are available in a wide variety of designs, textures and surface effects.

The present study discusses about loyal customers to re-purchase ceramic tiles of a particular

brand.

Brand loyalty generates value by reducing marketing costs and leveraging trade. Loyal

customers expect the brand to be always available and entice others to use it. Retaining

existing customers are much less costly than attracting new ones and even if there are low


Copyright © 2016 Published by IJMRR. All rights reserved 1059

switching costs, there is a significant inertia among customers. It is also difficult for

competitors to communicate to satisfy brand users as they have little motivation to learn

alternatives. Therefore, competitors may be discouraged from spending resources to attract

satisfied and loyal customers and even if they do so, there is plenty of time to respond

accordingly to that action.

LITERATURE REVIEW

(Aaker, 1991) pointed out that brand loyalty is a variable with different level of strengths

depending on a particular customer. Switchers are the customers, who keep on changing

brands due to low switching costs. Habitual buyers are the people who have a habit to buy the

same brand repeatedly, but do not have an emotional attachment with the product. Satisfied

customers are the people who are loyal to a brand because it continuously satisfies their needs

and wants. (Aaker, 1991). Likes have an emotional attachment with the product and

committed customers are at the top of the pyramid. These people share strong commitment

and trust with the brand and value the attachment

Committed

buyer

Likes

Satisfied

Habitual

Switchers

Fig. 1: Brand Loyalty Pyramid (Aaker, 1991 p. 40)

Wilkie (1994) defined brand loyalty as “…a favorable attitude toward, and a consistent

purchase of, a particular brand‟‟. This suggests that consumers are loyal when both attitude

and behavior are favorable.

Oliver (1997) defined loyalty as “…a deeply held commitment to repurchase or repatronize a

preferred product or service consistently in the future, thereby causing repetitive same-brand

or same brand-set purchasing, despite situational influences and marketing efforts that have

the potential to cause switching behavior”.

Kandampully (1998) argued that the ability of a company to create, maintain and expand a

large and loyal customer base over a longer time period is crucial to attain and sustain a

premium position on the market. This suggests that in any business sector, customer loyalty

can contribute to a major competitive advantage.

Strauss and Frost (1999) suggest that relationship marketing is cost effective; it is less

expensive to retain one customer than to acquire one; it is easier to sell more products to one

loyal customer than to sell the same amount to two new customers. This means it is easier to

persuade loyal customer than to persuade new customers. The loyal customers normally have

more confidence towards the firms than to new customers.



According to Holt (2004) “brand loyalty is the consumer‟s willingness to stay with a brand

when competitors come knocking with offerings that would be considered equally attractive

had not the consumer and brand shared a history.”

Loyal brand users do not only spread positive word of mouth about their preferred brand as

well as defending the brand in arguments and discussions, but also often talk competitive

brands down. This suggests that brand loyalty to one brand not only influence the brand

positively, but also possibly have negative effects on the competitive brands (Raju et al.,

2009).

Authors Son K, et al. (2010) described brand loyalty as “a deeply held commitment to re-buy

or re-patronize a preferred product/service consistently in the future, causing a repetitive

same brand or same brand-set purchasing, despite situational influences and marketing efforts

having the potential to cause switching behavior.”

OBJECTIVES

1) To measure the relationship between demographic variables and opinion about ceramic

tiles in general.

2) To measure the relationship between demographic variables and factors of brand loyalty

on various ceramic tiles brands.

3) To find out the ceramic tiles company that has the highest brand loyalty among the

customers.

NEED FOR THE STUDY

Now a days dramatic and drastic changes are occurring in construction of buildings based on

taste and convenience of human beings, in adorning his/her buildings with different building

materials like tiles, paints and wood. On decorative and hygiene grounds, ceramic tiles play a

major role for interior, exterior, bath rooms and parking areas. Many branded and unbranded

tiles are being sold in different colors, sizes and qualities. Every builder or owner of a

construction should be aware of ceramic tiles. There is a cut throat competition among few

existing ceramic brands. Customers are loyal to the most preferred brand and move to next

brand with a capacity to create better awareness on brand. Hence each company should strive

hard to create better awareness on brands to gain an edge over its competitors in terms of

market share. The present study is intended to measure customer‟s brand loyalty on ceramic

tiles of various brands and to help the companies, distributors.

Hypotheses

Ho1: There is no significant relation between customer‟s demographic and behavioral

variables and opinion about ceramic tiles characters.

Ho2: There is no significant association between the factors of brand loyalty on various

brands of ceramic tiles and his/her demographic and behavioral characters.

RESEARCH METHODOLOGY

The present study measures the customer‟s brand loyalty towards different brands of ceramic

tiles. Primary as well as secondary data are used in the present study. It consists of the



opinion of 504 respondents by using a close- ended questionnaire containing three sections.

Section:1 contains customer demographics variables like gender, educational qualification,

age, no. of family members, income of the family, respondent‟s job characteristics. Section: 2

tells the characteristics of ceramic tiles in general and Section:3 with different factors of

brand loyalty of ceramic tiles. Statistical tools like ANOVA, Chi-square, t-test are used to

analyze the primary data.

Sampling

Convenience sampling technique was used to collect data from a sample of 504 customers.

The survey schedule consists of five-point Likert scale ranging from five (strongly agree) to

one (strongly disagree) was used to measure the customer‟s brand loyalty on tile brands. The

demographic and behavioral characteristics of the sample respondents (N=504) is as follows:

Table 1: Sample selection

RESULTS AND DISCUSSION

S. No Variable Frequency Percentages

Gender

A Male 326 64.7

B Female 178 35.3

Age(in yrs)

A 30-40 yrs 46 9.1

B 41-50yrs 235 46.6

C 51-60 yrs 150 29.8

D 60 yrs above 73 14.5

Size of the family

A 2 59 11.7

B 3-4 300 59.5

C 5-6 113 22.4

D 6 Above 32 6.3

Qualification

A Primary 58 11.5

B S.S.C 169 33.5

C Graduation 141 27.9

D Post graduation 136 26.9

Occupation

A Employee 98 19.4

B Business man 174 34.5

C Professional 81 16.1

D Agriculturist 151 30.5

Monthly income(Rs)

A 10,000-20,000 100 19.8

B 20,001-40,000 132 26.2

C 40,001-60,000 128 25.4

D Above 60,001 144 28.6

Construction type

A Individual house 238 47.2

B Apartment 134 26.6

C Commercial complex 93 18.5

D Government building 39 7.7

Cost of building(Rs)

A 25 lakhs 161 31.9

B 26-35 lakhs 76 15.1

C 36-45 lakhs 108 21.4

D Above 45 lakhs 159 31.5



Following analysis gives the empirical evidence of the respondents‟ demographical variable‟s

relation with ceramic tile‟s characteristics and association with respondent‟s brand loyalty.

Table 2: Gender wise opinion on ceramic tiles characteristics (Independent sample t-

test)

Source: Primary data (Q.No:12 of the questionnaire).

The null hypothesis (Ho1) is accepted as the calculated „t‟ value 0.693 is greater than 0.05 at

5% level, and so the result is not significant. It could be concluded that „there is no

significant relation between customer‟s demographic and behavioral variables and opinion

about ceramic tiles characteristics‟. It means respondent‟s opinion about ceramic tiles

characteristics is not dependent on their gender.

Table 3: Age-wise opinion on ceramic tile’s characteristics (One-way ANOVA)

Source: Primary data (Q.No:12 of the questionnaire)

It is concluded that the null hypothesis (Ho1) is accepted as the calculated „p‟ value 0.255 is

greater than 0.05 at 5% level, and hence the result is not significant. It says that „there is no


about ceramic tiles characteristics‟. It means different age group respondents have not the

same opinion about ceramic tiles characters.

Table 4: Education-wise opinion on ceramic tile’s characteristics (One-way ANOVA)

Education N Mean Std. deviation F-value P-value

Primary

S.S.C

Graduation

Post graduation

48

147

119

124

74.22

73.78

74.42

73.56

6.03

6.13

5.50

6.07

0.870 0.482

Total 504 74.08 5.96


From the above analysis null hypothesis (Ho1) is accepted as the calculated „p‟ value 0.482 is

greater than 0.05 at 5% level. Therefore, we can say that „there is no significant relation

between customer‟s demographic and behavioral variables and opinion about ceramic tiles

characteristics‟. It means respondent‟s educational qualification is not the criteria to have

same opinion about ceramic tiles characteristics.

Gender N Mean Std. Deviation t-value p-value

Male

Female

326

178

74.22

73.83

5.76

6.31 .693

.488

Total 504 74.08 5.96

Age N Mean Std. deviation F-value p-value

Below 30 years

31 - 40 years

41 - 50 years

51 and above years

46

235

150

73

73.39

74.60

73.46

74.14

6.00

5.90

1.359 0.255

5.72

6.58

Total 504 74.08 5.96



Table 5: Occupation-wise opinion on ceramic tile’s characteristics (One-way ANOVA)


The null hypothesis (Ho1) is accepted as the calculated „p‟ value 0.153 is greater than 0.05 at

5% level, and hence the result is not significant. It says that „there is no significant relation

between customer‟s demographic and behavioral variables and opinion about ceramic tiles

characteristics‟. We can say that respondent‟s opinion about ceramic tiles characteristics are

not depending on their occupation.

Table 6: Monthly family income-wise opinion on ceramic tile’s characteristics (One-way

ANOVA)


It can be concluded that the null hypothesis (Ho1) is accepted as the calculated „p‟ value

0.220 is greater than 0.05 at 5% level, and hence the result is not significant. It reveals that

„there is no significant relation between customer‟s demographic and behavioral variables

and opinion about ceramic tiles characters‟. It means respondents opinion about ceramic

tiles characters is not based on their family monthly income.

Table 7: Construction cost-wise opinion on ceramic tile’s characteristics (One-way

ANOVA)

Construction cost

(Usage rate)

N Mean Std. deviation F-value P-value

Below Rs.25 lakhs

Rs.26 - Rs.35 lakhs

Rs.36 - 45 lakhs

45 lakhs and above

161

76

108

159

74.68

72.07

74.96

73.84

6.42

5.45

5.61

5.75

4.383** 0.005

Total 504 74.08 5.96


We can reject the null hypothesis (Ho1) because the calculated „p‟ value 0.005 is less than

0.05 at 5% level, and hence the result is significant. It could be concluded that „there is a


about ceramic tile‟s characteristics‟.

Reason: Respondent‟s opinion on ceramic tile‟s characteristics is dependent on the

construction cost of the building. It means ceramic tiles have satisfied low, medium and

high-end customers on price-wise, size-wise and design-wise when compared with other

flooring materials like marble, granite, and wood.

Suggestion: Brand owners have to update their knowledge for satisfying all types of

customers according to the price-wise, improve the availability of material in all sizes with

Occupation N Mean Std. deviation F-value P-value

Employee

Business

Professional

Agriculturist

98

174

81

151

74.77

73.58

75.04

73.69

5.70

5.71

5.67

6.49

1.766 0.153

Total 504 74.08 5.96

Monthly family income N Mean Std. deviation F-value P-value

Below Rs.20000

Rs.20001 – 40000

Rs.40001 – 60000

Rs.6000 and above

100

132

128

144

74.58

73.95

73.23

74.60

5.94

5.81

6.00

6.05

1.477 0.220

Total 504 74.08 5.96



different designs for facing competition from other flooring material like marble, granite and

wood.

Table 8: Association between gender and brand loyalty


It can be concluded that Chi-square p-value (0.164) is greater than 0.05 at 5% level. So we

can accept the null hypothesis (Ho2) and it is proved that “there is no significant association

between customer gender and loyalty on ceramic tiles brand”. It means brand loyalty is not

depending upon respondents‟ gender.

Table 9: Association between age and brand loyalty

Chi-square value p-value Brand Loyalty Total

5.43 .490 Low Moderate High

Age

Below 30 years 14 21 11 46

30.4% 45.7% 23.9% 100.0%

31 - 40 years 63 97 75 235

26.8% 41.3% 31.9% 100.0%

41 - 50 years 40 72 38 150

26.7% 48.0% 25.3% 100.0%

51 and above years 23 25 25 73

31.5% 34.2% 34.2% 100.0%

Total 140 215 149 504

27.8% 42.7% 29.6% 100.0%


The null hypothesis (Ho2) is accepted as the calculated „p‟ value 0.490 is greater than 0.05 at

5% level and hence the result is not significant. So we can say that “there is no significant

association between age and brand loyalty on ceramic tiles brands. It means brand loyalty is

not depending upon the respondents‟ age.

Table 10: Association between educational qualification and brand loyalty

Chi-square value p-Value Brand Loyalty Total

3.615 .164 Low Moderate High

Gender

Male 84 137 105 326

25.8% 42.0% 32.2% 100.0%

Female 56 78 44 178

31.5% 43.8% 24.7% 100.0%

Total 140 215 149 504

27.8% 42.7% 29.6% 100.0%


174.02** .000 Low Moderate High

Educational

qualifications

Primary 36 22 0 58

62.07 37.93 0.0% 11.5

SSC 87 78 4 169

51.47 46.15 2.38 33.5

Graduation 21 52 68 141

14.89 36.87 48.24 27.9

Post graduation 18 48 70 136

13.24 35.29 51.47 26.9

Total 140 215 149 504

27.8% 42.7% 29.6% 100.0%




We can reject the null hypothesis (Ho2) because p-value (.000) is less than 0.05 at 5% level

and hence the result is significant. It is proved that “there is a significant association between

respondent‟s qualification and loyalty on ceramic tile brand”. It says that highly qualified

respondents are highly loyal to the usage of branded ceramic tiles.

Reason: Level of education helps the peoples to improve their knowledge in all aspects it

means postgraduate‟s knowledge is superior to graduates, S.S.C and primary level educates.

Loyalty about branded ceramic tiles also depends upon the customer‟s level of education

because they can gather all type of information about all brands, choose better one and follow

that brand every time according to their need.

Suggestion: Brand owners have to take care to educate customers of different educational

background by their promotional activities. Observing the competitors activities and

penetrate their product in to the market. It is easy to protect high level educated customers

than low level educated customers and illiterates. One old customer is 10 times better than

new customer because it is easy to explain our new arrivals to him with in turn educate new

customers about our product based on his previous experience.

Table 11: Association between occupation and brand loyalty



Occupation

Employee 4 42 52 98

4.1% 42.9% 53.1% 100.0%

Business 30 91 53 174

17.2% 52.3% 30.5% 100.0%

Professional 3 34 44 81

3.7% 42.0% 54.3% 100.0%

Agriculturist 103 48 0 151

68.2% 31.8% 0.0% 100.0%

Total 140 215 149 504

27.8% 42.7% 29.6% 100.0%


From the above table 11, we can conclude that null hypothesis is rejected as calculated p-

value (.000) is less than 0.05 at 5% level and hence the result is significant. So “there is a

significant association between respondent‟s occupation and loyalty on branded ceramic

tiles”. It means brand loyalty on branded ceramic tiles is depending on the occupation of the

respondents.

Reason: Customer‟s occupation plays a major role on brand loyalty towards ceramic tile

brands. Employees, business men, professional and do differ in their thinking about

purchasing of branded ceramic tiles because their usage is also different. Employees and

farmers are affected by recommendations of the loyal customers. Business men and

professional are having their past experience about the usage of branded ceramic tiles.

Suggestion: Business men and professionals are large scale buyers for their projects. By

applying price sensitivity and offer schemes regularly, we can attract these customers.

Employees and farmers are more loyal about branded ceramic tiles and they are promoting



the tiles to their colleagues and neighbours. Brand owners have to give special priority for

keeping these customers by introducing special product range.

Table 12: Association between monthly family income and brand loyalty


We can reject the null hypothesis as the calculated p-value 0.000 is less than 0.05 at 5% level

and hence the result is significant. Therefore, we can say that “there is a significant

association between respondent‟s monthly family income and loyalty on ceramic tiles

brands”.

Reason: Brand loyalty towards purchases of ceramic tiles brands depends on the customer‟s

family monthly income because branded tiles are costlier than unbranded tiles. Low income

generated families cannot always afford branded tiles.

Suggestion: Customers always prefer branded ceramic tiles because it will provide superior

quality than unbranded tiles. But rate is higher than unbranded ceramic tiles. Based on this

cause, customers sometimes prefer unbranded tiles. To overcome this problem brand owners

have to offer schemes and products at different price ranges.

Table 13: Association between cost of building and brand loyalty



Cost of Building

(Usage rate)

Below Rs.25 lakhs 65 63 33 161

40.4% 39.1% 20.5% 100.0%

Rs.26 - Rs.35 lakhs 43 24 9 76

56.6% 31.6% 11.8% 100.0%

Rs.36 - 45 lakhs 11 50 47 108

10.2% 46.3% 43.5% 100.0%

45 lakhs and above 21 78 60 159

13.2% 49.1% 37.7% 100.0%

Total 140 215 149 504

27.8% 42.7% 29.6% 100.0%


From the observation of the above table 4.6, null hypothesis is rejected because the calculated

p-value 0.000 is less than 0.05 at 5% level and hence the result is significant. So, “there is a

significant association between construction cost and customer loyalty on branded ceramic

tiles”. It means estimation of the construction cost will increase automatically for usage of the

branded tiles also increase and brand loyalty also increase.

Chi-square value p-Value Brand Loyalty Total


Monthly family

income

Below Rs.20000 46 44 10 100

46.0% 44.0% 10.0% 100.0%

Rs.20001 - 40000 54 53 25 132

40.9% 40.2% 18.9% 100.0%

Rs.40001 - 60000 27 50 51 128

21.1% 39.1% 39.8% 100.0%

Rs.6000 and above 13 68 63 144

9.0% 47.2% 43.8% 100.0%

Total 140 215 149 504

27.8% 42.7% 29.6% 100.0%



Reason: Customer‟s brand loyalty depends on estimation cost of the construction. It means

construction cost will increase automatically usage of branded ceramic tiles. The customers

of low estimated construction cost generally prefer unbranded ceramic tiles.

Suggestion: Customers of high estimated construction cost generally prefer branded ceramic

tiles because their product range is high. It means branded tile companies provide maximum

sizes and lots of designs. Brand owners need to mind for customers of low estimated

construction cost also. For this brand owners should introduce low price range products.

Table 14: The highest re-purchasing ceramic tiles brand / most preferable ceramic tiles

brand

Most preferable brand Frequency Percent

Johnson 172 34.12

Kajaria 170 33.73

Somany 73 14.50

Nitco 89 17.65

Total 504 100.0

Table 14 represents that Johnson brand is the most re-purchasable ceramic tiles brand,

Kajaria is the second most re-purchasable ceramic tiles brand, and Somany, Nitco occupy the

third and the fourth places regarding the respondents‟ re-purchasable ceramic tiles brands.

CONCLUSION

This study is examined the relationship between customers‟ demographic variables as

independent variable and brand loyalty towards ceramic tile brands as dependent variable.

ANOVA test which is found explored has no significant relation in between demographic

variables and opinion on ceramic tiles characteristics. Chi-square test explored the significant

association in between brand loyalty and the four major ceramic tile brands. Therefore, we

conclude that customers give first priority to re-purchase Johnson ceramic tile brand. Kajaria

is the second popular brand, Somany and Nitco occupies the third and the fourth places in

customers mind simultaneously.

Further, it is suggested that future research can be undertaken on the other factors of brand

equity such as brand association and perceived quality. Besides, the survey can be undertaken

in other markets in India.

REFERENCES

[1] Aaker DA. Managing brand equity: The Free Press. New York, 1991.

[2] Wilkie WL. Consumer behavior. New York: John Wiley & Son 1994.

[3] Oliver RL. Satisfaction: A behavioral perspective on the consumer. New York: Mc Graw-

Hill 1997.

[4] Kandampully J. Service quality to service loyalty: a relationship which goes beyond

customer service. Total quality management 1998; 9(6): 431-443.

[5] Strauss J, Frost R. Relationship selling and customer loyalty: an empirical investigation.

Marketing intelligence & planning 2001; 18(4): 185-199.



[6] Holt D. How brands become icons. The principles of cultural branding. Massachusetts:

Harvard Business School Press, 2004.

[7] Raju et. al., The moderating effect of brand commitment on the evaluation of competitive

brands. Journal of advertising 2009; 38(2): 21-35.

[8] Son K. Resistance to brand switching when a radically new brand is introduced: a social

identity theory perspective. Journal of marketing 2010; 74: 128-146.

SCHEDULE

Section I – Personal details 1) Name:

2) Residential address:

3) Gender:

a) Male b) Female

4) Educational qualification:

a) Primary b) S.S.C c) Graduation d) Post graduation e) Professional degree holder

5) Age (Years):

a) Below 30 b) 31 - 40 c) 41 – 50 d) 51 above

6) Number of members in your family

a) 2 b) 3 – 4 c) 5- 6 d) 6 above

7) Family‟s monthly income (Rs)

a) Below 20,000 b) 20,001 – 40,000 c) 40,001– 60,000 d) 60,001 Above

8) What is your job?

a) Employee b) Business man c) Professional d) Agriculturist

9) Type of building you are constructing:

a) Individual house b) Apartment c) Commercial complex d) Government buildings

10) Expected cost of building (Rs):

a) Below 25 lakhs b) 26 – 35 lakhs c) 36 – 45 lakhs d) 45 lakhs above

Section II – Ceramic tiles characters 11) Area of your building:

a) <1000 sft b) 1001 – 5000 sft c) 5001 – 10000 sft d) >10001 sft

12) Mark (√) your opinion about ceramic tiles? Factor Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree

Low price

Different colors

Different sizes

Good appearance

Easy clean

Hygienic

Scratch free

Stain free

Easy laying

Acid proof

Easy to change

Low

maintenance

Long lasting

Low wear & tare

Non-skid



Section III –Brand loyalty assessment

13) Which is the most preferable brand of ceramic tiles for your construction?

a) Johnson b) Kajaria c) Somany d) Nitco

14) Following is the table with a set of statements with regard to brand awareness on ceramic

tiles. You are requested to mark „x‟ as your choice of agreement or disagreement based on

the indicators as given below:

Strongly agree (SA)=5, Agree(A)=4 ,Neutral(N)=3, Disagree(D)=2, Strongly

disagree(SD)=1.

S.

No.

Statement SA

5

A

4

N

3

D

2

SD

1

1 I tend to repurchase the brand of ceramic tiles because of its best

previous experience. 5 4 3 2 1

2 Advertisements (on TV, news papers, magazines…etc) impress me to

repurchase this branded tiles. 5 4 3 2 1

3 I feel that my status is socially enhanced with the purchase of these

branded tiles. 5 4 3 2 1

4 The brand has reasonable unit price to maintain my brand loyalty. 5 4 3 2 1

5 I am preparing to identify myself with the brand I use. 5 4 3 2 1

6 I prefer these branded ceramic tiles because varieties (more choice) are

available. 5 4 3 2 1

7 Company response to after- sales- service is the best. 5 4 3 2 1

8 I am always using this brand of ceramic tiles even if other company

offers at a cheaper price. 5 4 3 2 1

9 This ceramic brand brings constant innovation on their products. 5 4 3 2 1

10 I prefer this brand because this company offers incentive schemes on

their product. 5 4 3 2 1

11 Company always focuses on promoting the brand for keeping the loyal

customers. 5 4 3 2 1

12 Provide quick service to enhancing their business 5 4 3 2 1

13 Company maintain wide distribution network at remote areas also 5 4 3 2 1

14 Price sensitivity is applicable for large scale buyers. 5 4 3 2 1

15 I tend to promote these branded tiles to new customers. 5 4 3 2 1

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