Factors Contributing to Brand Loyalty among Mobile Users - Research Proposal Example

Research Proposal: Factors Contributing to brand loyalty among mobile users [Name] [Professor Name] [Course] [Date] Executive Summary This research proposal seeks to investigate the factors that contribute to brand loyalty among mobile phone user in the United States. It will also examine the extent to which the effect of product quality has on brand loyalty. The telecommunications industry has become increasingly competitive even as it continues to evolve. In this way, it is critical for businesses to look out for ways in which they can gain and sustain their brand loyalty through building customer trust. In particular, brand loyalty has become a major focus for most telecommunication companies. Previous researches have showed that product quality has an effect on product quality. However, there is little literature discussing the degree in which product quality has an impact on brand loyalty. Both qualitative and quantitative researches will be used. The research will offer an insight into the different characteristic of customer loyalty towards the mobile brand. It will also identify the aspects of loyalty within this different target groups. In particular, the study will contribute to the understanding of the various factors that contribute to brand loyalty in the telecommunications industry. Knowledge concerning these factors will enable managers to effectively take advantage of the capacity of these marketing concepts as well as provide information that can be used in decision-making and marketing strategy. Table of Contents Executive Summary 2 Table of Contents 3 1.0 Introduction 4 2.0 Background of the study 5 3.0 Problem Statement 6 4.0 Purpose of the study 6 4.1 Research Questions 7 4.2 Hypothesis 8 5.0 Literature Review 9 6.0Methodology 13 6.1 Samples 13 6.2Study Period 13 6.3Research Methods 14 6.4 Research Population 14 6.6 Feasibility Study 15 6.7 Survey Instrument 15 6.8 Research Design and Procedure 16 6.8.1 Pre- Scheme Phase 16 6.8.3 Implemental Phase 16 6.8.4 Post Scheme Phase 16 7.0 Ethical Concerns 17 8.0 Findings 19 8.1 Future Research Opportunities 19 9.0 Conclusion 19 10.0 References 21 11.0 Appendix 22 11.1 Questionnaire 22 1.0 Introduction This research proposal aims to give an insight into brand loyalty in the telecommunications industry. More specifically, this study will focus on the US telecommunications industry, with focus on what makes mobile users to be loyal to their brands. Brand loyalty continues to be a critical issue of discussion within the marketing field. Increased focus has been put on the area after marketers perceived that brand loyalty is correlated to high volume sales thus presenting mobile phone manufacturers with an opportunity to offer their products at premium prices. This has indeed been the case for Apple, Android OS handsets and BlackBerry (Qing 2011). Among other factors contributing to greater focus on brand loyalty include the fact that it is relatively more expensive for companies to attract new customers than it would cost them to retain old ones. In addition to spreading a positive world about a brand, brand loyalty can defend the brand in arguments (Kristinsdóttir and Krystallis 2010). This indicates that brand loyalty to a brand influences the brand in a positive way. Telecommunication companies are increasingly on the lookout for ways in which they can strengthen their customer loyalty. The mobile telecommunications industry is a rapidly growing industry that heavily relies on its healthy relationship with its customers and its continued success. Additionally, it is a long-term repeat business in which a high involvement of customers is need. 2.0 Background of the study The telecommunications industry has become increasingly competitive even as it continues to evolve. In this way, it is critical for businesses to look out for ways in which they can gain and sustain their brand loyalty through building customer trust. In particular, brand loyalty has become a major focus for most telecommunication companies. These companies have realized that customers who are loyal to the brand provide the company with steady revenue flow and sustained profits. In essence, companies that have loyal customers also make their customers their brand ambassadors. This is since these loyal customers in a way market the company’s brands and talk positively about it to other potential customers (Chrysochou et al 2009). In the United States, brand loyalty has continued to increase. Some 61 percent of the mobile users in the United States own a smartphone. When it comes to brand loyalty, Apple remained the most used brand in the United States at 53 percent, followed by Android OS handsets at 40 percent (Nielsen 2013). Further researches have also demonstrated that 84 percent of the iPhone users in the United States are likely to remain loyal to their brands, while 60 percent of Android OS handsets will remain loyal to their brands. However, phones such as BlackBerry have low brand loyalty, with researches showing that only 48 percent will remain loyal to the brand (Mogg 2011; Qing 2011). Despite these numerous studies on brand loyalties, few researches have been able to investigate the factors that contribute to brand loyalty among mobile users. Therefore, this forms the focus of this study. Indeed, true brand loyalty occurs when customers have high relative attitude toward certain brands that can be demonstrated through repetitive purchasing of the brand. This kind of loyalty is an essential asset to a company, since loyal customers are often willing to pay higher prices. 3.0 Problem Statement Studies on brand loyalty have been done in different fields and using various angles. Despite this, few researches have been conducted on the factors that contribute to brand loyalty by the mobile phone users. Recent researches have proposed different models that can be used by companies to determine the patterns or repetitive purchase behaviors (Chrysochou et al 2009). However, repetitive purchase behaviors have faced a lot of criticisms as they may mislead businesses that customer are loyal. In which case, repeat purchase behaviors do not mean brand loyalty. Therefore, many marketing scholars and researchers have been involved in analyzing consumer’s purchase bahaviours and their repetitive buying behaviour. However, as noted by Kristinsdóttir and Krystallis (2010), few of the studies have been able to study the factors contributing to brand loyalty among mobile users. The study proposed by this research proposal is based on this assumption. Therefore, this study will attempt to determine the factors that contribute to brand loyalty among mobile users. 4.0 Purpose of the study The aim of the study is to establish factors that contribute to brand loyalty among mobile users in the United States. The study will have two key objectives: To determine the key factors the influence the perception of mobile users to brands in the United States among different consumer groups – e.g. age, gender and educational background. To examine the extent to which these factors affect the consumer’s decisions to remain loyal to a brand. 4.1 Research Questions The research will approach the issue of brand loyalty based on previous researchers and review of literature. To ensure this, it will build a framework to connect the dimensions of brand involvement and brand loyalty. The research will attempt to identify the different customer groups, the buyer behavior and customer response to the brand. The research will also conduct an analysis of different customer levels of brand. Towards this end, the study proposes the following major research questions. What factors contribute to brand loyalty among mobile phone users? The brand loyalty dimensions and the levels of involvement would then be examined using five additional key questions. What are the aspects of brand loyalty? What are the aspects of brand involvement? How does brand loyalty differ among various customer levels What patterns of brand loyalty can be identified for various customer levels? What types of customer profiles can be determined based on the loyalty aspects? From the perspective of management, the key objective of this study will be to determine the differences in brand loyalty between the various consumer groups. The research will offer an insight into the different characteristic of customer loyalty towards the mobile brand. It will also identify the aspects of loyalty within this different target groups. In particular, the study will contribute to the understanding of the various factors that contribute to brand loyalty in the telecommunications industry. Knowledge concerning these factors will enable managers to effectively take advantage of the capacity of these marketing concepts as well as provide information that can be used in decision-making and marketing strategy. 4.2 Hypothesis There is growing interest by researchers to study on effective ways that can ensure customer loyalty to brands. To ascertain these facts, ten hypotheses have been formulated. H1: Quality network influences brand loyalty H2: Age of mobile users influence brand loyalty H3: Gender influences brand loyalty and men are more loyal to brands than women H4: Marital status does not influence brand loyalty H5: Level of education influences brand loyalty H6: Attitude of mobile users influence brand loyalty H7: Product involvement will positively influence brand loyalty H8: Innovativeness of the network operator influences brand loyalty H9: Familiarity with a brand influences brand loyalty H10: Perceived benefits such as premium prices influence brand loyalty 5.0 Literature Review Brand loyalty has been interpreted by various scholars to mean a “complex construct” that can be described effectively using two approaches, namely behavioral loyalty and attitudinal loyalty. Attitudinal loyalty is depicted as a “systematically’ positive expression about an individual’s preference to a brand (Wood 2000). On the other hand, behavioral loyalty refers to a customer’s loyalty status based on the observed repetitive buying of a brand (Lau and Lee 1999).On the other hand, brand involvement refers the perceived consumer attitudes towards a brand (Ahmad 2012). Generally, different researchers have interpreted brand involvement differently. In most cases however, it depicts the extent of degree in of interest that a consumer shows towards certain brands or products (Park, Jaworski and Maclnnis 1986). Customer loyalty is at the interest of marketing research. Even though researches on customer loyalty have a long tradition that dates back to hundreds of years, it is still a contemporary field of research. Chegini (2010) points out that the concept of loyalty is derived from literature on customer behavior. As earlier stated, brand loyalty is a complex construct that has triggered several definitions (Lam 2009). In classification of brand loyalty in the modern-day field of research, it is clear that the two key approaches are dominant. Attitudinal loyalty is often depicted as a “systematically’ positive expression about an individual’s preference to a brand (Wood 2000). On the other hand, behavioral loyalty refers to a customer’s loyalty status. In any case, the sheer fact that a customer is a repeat purchaser does not adequately give evidence of loyalty. This is since even those customers who are unsatisfied may not always switch brands. Kuusik (2007) calls this process as inertia. One major reason for this is because such customers may feel that alternative brands may be worse of or have the same condition as the purchased brand. In addition, the inertia may be cause by lack of information about alternative brands. In any case, aside from these two key approaches, a number of classifications can be identified in loyalty literature. Dahlgren (2011) noted that brand loyalty is among the four parts that create brand equity. Brand equity refers to the assets or liabilities or a brand that are connected to its symbol and name. The remaining three parts include brand associations, brand awareness and the perceived quality. With regard to brand loyalty, Dahlgren (2011) further noted that the mere fact that a company has loyal customers no matter how small it is can create important brand equity to the company. Therefore, in addition to being one of the aspects of brand equity, it is also affected by brand equity. According to Mosahab and Mahamad (2010), a business’ ability to create, increase and even maintain its customers over an extensive period of time is important as it enables the business to attain and maintain its leadership position in the market. This indicates that in any kind of business, customer loyalty is a key contributor to the business’ competitive advantage. In the modern-day business world, marketing manager who know how to promote the loyalty of their customers are constantly increasing (Dahlgren 2011). Given the steady rise of competitions, increasing and maintaining customers has become the most important goal for many businesses (Chegini 2010). Therefore, loyal customers can be considered as a key success factor in many businesses. Wood (2000) stated that in the modern-day business environment, the need to know the methods in which customers’ purchasing behavior can be controlled is increasingly growing. This is triggered by the need to identify customer loyalty behavior. It is also crucial for customer to be in a position to identify the different kinds of loyalty. Dahlgren (2011) stated that managers have often overlooked the type of customer commitment called “spurious loyalty.” This is a type of loyalty that comprises a low attitudinal loyalty and a strong behavioral loyalty. This type of loyalty is not beneficial to a company’s profits and revenue since such customers fail to truly identify with the company. Rather, they mostly tend to care about discount sales so as to buy the product at low prices (Lau and Lee 1999). However, some managers only focus on this kind of loyalty and therefore fail to see the long-term financial results. Therefore, it is important for the managers to understand the marketing tools that can impact behavioral and attitudinal loyalties. If this fails to happen, it would be difficult for the managers to create effective marketing strategies that can help create customer loyalty. The prolonged existence of a customer’s relationship links to a business’ profitability positively (Ranaweera and Neely 2003). Due to this, in business, wisdom suggests that a company should put focus on its marketing efforts on creating, increasing and maintaining customer loyalty (Dahlgren 2011). Some studies have suggested that it may cost up to six times to win a new customer that it would cost to maintain an existing customer (Rosenberg and Czepiel 1984; Kim and Adler 2006). This means that promoting customer retention can help reduce costs. This means that it is easy to witness mounting and retention of loyal customers as an important factor for the success of a company. Increased customer retention using customer loyalty influences increase in a company’s market share. In which case, the benefits experienced from having a loyal customer base are realized (Dahlgren 2011). Kristinsdóttir and Krystallis (2010) managed to establish the benefits that can be derived from having loyal customers. These include lower customer acquisition through lower customer exchange. Second, loyal customers often buy more. Third, loyal customers tend to spread a positive word about the business by word of mouth. Fourth, loyal customers resist marketing efforts made by competitors and lastly, having loyal customer ensures that a company has lower serving costs (Tähtinen 2006). Conversely, the approach of having loyal customers linked to the company’s profitability has its own disadvantages. Reinartz & Kumar (2002) argued that the link between profits and loyalty is greatly weaker. The researchers observe that generalizing the long-term clients as being profitable to the business is merely an overstatement since there have been many contradicting evidences that claim that there are also costs to involved in the entire process. Reinartz & Kumar (2002) suggested caution and deeper analysis of the customers’ profitability given that some customers may be very profitable in the beginning although they may tend to turn unprofitable in the long-run. It is further observed that such customers understand their value and therefore demand better service. In addition, they spread a positive world of mouth in circumstances they feel they should be loyal (Dahlgren 2011). Chegini (2010) pointed out that all customers cannot be made loyal to the company. This means that in order to avoid serving the disloyal customer, business need to screen their customers for profitability so that they can only invest in the most profitable customer base. In any case, the modern-day managers should know that they must improve customer relationships. Further, they should try to create, increase and sustain the long-term relationships with customers as well as treat customer loyalty as their prime goals in creating business strategies (Dahlgren 2011). It is also crucial to notice that customer loyalty can be gained although marketers should try to continuously maintain that loyalty. 6.0 Methodology To answer the research questions discussed earlier, the methods to be used in the research will involve a case study. Usually, case studies take advantage of a range of data collection methods including interviews, observation and observation questionnaires. While conducting the research, the researcher will start with observation, survey of literature and the use of interviews and questionnaires (Dean, Lam and Natoli, 2009). 6.1 Samples The sample will comprise mobile phone users in the United States. Although the sample will not include all mobile phone users, the sampling will be expected to represent the company’s entire customer base. 6.2 Study Period The date collection process will take 3 weeks. Apart from observation, interviews and questionnaire instruments will be used in the study. 6.3 Research Methods The study will take place in two phases, first, a survey of literature will be carried out to establish how the mobile phone manufactures and retailers work to promote brand loyalty. All the concepts and systematic approaches of data collecting using analysis of literature will be examined to avoid the likelihood of any prejudice in actual compliance assessment. In the second phase, the researchers will handover questionnaires to mobile phone users randomly. Those who are conveniently available and who will be willing to spare their time will be interviewed. The respondents will be required to fill in the questionnaires after the researcher informs them that the data they provide will be kept confidential. The respondents will be required to participate voluntarily. In addition, the questionnaires will be kept anonymous. Even so, mobile users who decide not to answer the questionnaires will be recorded to exclude them from assessment compliance (Denzin and Lincoln, 2000). Afterwards, the total number of responses will then be determined. The data will then be processed and analyzed using the Microsoft Excel program and the SPSS (Denzin and Lincoln, 2000). 6.4 Research Population The population of the research include mobile phone users using different brands in the United State. The research targets 100 participants. During the data collection process, the population will be interviewed. Those who will not be accessible because of time constraints will be issued with questionnaires. The researcher will seek the consent the research population before they are interviewed or before they are issued any research instrument such as questionnaires. The entire research is planned to take three weeks. Survey and analysis of literature will take the first week while interviews will be conducted in the second week. During this period, inaccessible mobile users will be issued with questionnaires. Collection of the questionnaires will take place in week 3. 6.6 Feasibility Study Because of the existence of various indicative findings on brand loyalty, the study will aim to focus on how mobile phone users who are loyal to their brands and factors that motivate them to be loyal. The study conducted will test opinions of the mobile users in four grouping. Factors that motivate them to be loyal to brands. Their experiences with the brands. How telecom companies influence them to be loyal to the brands. Whether they are loyal to a brand. 6.7 Survey Instrument The study will apply the use of literature survey to examine the issues related to brand loyalty. The researcher will conduct researches on documented literature to examine the customer loyalty programs that mobile telecommunication companies use. The researcher will conduct researches on brand loyalty in the United States as well as analysis of any published statistics indicating brand loyalty by mobile users to their brands. This method will precede questionnaires that will be issued to the mobile users to determine the factors they believe cause them to be loyal to their brands. 6.8 Research Design and Procedure 6.8.1 Pre- Scheme Phase 1. Before starting the study, the researcher will present the proposal of study to mobile phone retailers/resellers (or even mobile phone manufacturers) to interview their sales staff. 2. Carry out a preliminary survey of literature to research on the factors affecting brand loyalty. 3. Obtain retrospective information indicating whether the mobile telecom companies have conducted similar researches previously. 6.8.3 Implemental Phase 1. Interview the different staff, particularly in the marketing department. 2. Present the questionnaires to the mobile users, both online through emails and physically. 3. Collect the questionnaires from the mobile users. Reassess the questionnaires. 6.8.4 Post Scheme Phase 1. Evaluate the responses from interviewing the staff; evaluate the questionnaires. 2. Evaluate and analyze the results of the study. 3. Present the results. Literature survey, interviews and the questionnaire instruments have extensive use. When they are used jointly, they can gather information on behavior, characteristics, performances, conditions of individuals, and activities. The literature survey can be used in measuring a range of phenomenon, including problems encountered brand loyalty programs by different telecom companies and how they are effective (Denzin and Lincoln, 2000). This particular study combines survey of literature, interviews and questionnaires with each supplementing the other. In this case, literature survey can establish various hidden phenomenon such as theories explaining brand loyalty and effective methods used by various mobile companies to promote customer loyalty. However, since it cannot determine the attitude of the mobile phone users in real time as well as identify the attitudes on mobile technology, the questionnaires and interviews will be used. An important step in observing the participants in the study is through identifying the way to sample the observations and on how to select the approaches. In most cases, a combination of approaches can be applied (Denzin and Lincoln, 2000). 7.0 Ethical Concerns Since each organization has its established traditions, norms, cultures and principles, it would be necessary to respect them in the course of the study. As a result, the values of the individuals working at the institutions as well as the prospective participants in the study will be highly valued during the research. As each prospective participant has a value, it is also essential that it should be respected. In sum, when interviewing the marketing staff at the mobile companies and issuing the research questionnaires randomly to mobile users, there are a number of ethical practices that will need to be observed (Denzin and Lincoln 2000). First, the permission of the mobile telecom company’s administration will have to be requested in order to interview their staff. Since the research instrument will also involve interviews, the permission of the marketing staff at the companies will also be sought sine it is their personal opinion the second phase of study seeks. In addition, in the first and second phase of the study where the personal opinion of the staff and the mobile users is necessary, their permission will have to be sought requesting them to participate in the study. Further, the participant’s will be granted the right of consent. This means before they are handed questionnaires or are interviewed, the researcher will explain to them to what extent the research entails. The researcher will also inform them of their freedom to turn down the interview or questionnaires. The researcher will also explain what the research is intended for (Denzin and Lincoln 2000). During the study, all considerations will ensured to see to it that the participants are protected from physical or emotional harm, such as hurting their feelings, will be observed. Therefore, the researcher will aim to use questions that do not hurt their pride or feelings in the questionnaires or during the interview. In addition, the researcher will avoid difficult questions or using such questions that the participants would view as being embarrassing. Additionally, sufficient time would be granted to all participants allowing them to respond to the questions they can in a convenient manner to avoid interfering with their schedules. Lastly, the researcher will be strictly objective. Consequently, the research will avoid all possible personal bias, prejudices and opinions. Further, the research intends to conduct the study under the condition that the responses or reactions by the participants will be kept anonymous. These responses will also be used within the context of their original meanings (Denzin and Lincoln, 2000). 8.0 Findings At the end of the study, the researcher hopes that the findings will be applied in improving their brand loyalty programs to ensure that they increase revenue from sales and profitability. The research also hopes that the findings will motivate further researches on brand loyalty with regard to the mobile market, since researches in the area are scarce. The findings will also offer an insight into the changes that should be made in the sales and marketing training programs. This is since the study emphasizes the significance of brand loyalty. The findings will also offer an insight into the different kinds of loyalty that mobile users have to their mobile network operators. 8.1 Future Research Opportunities A range of concepts and questions will be expected to arise during the course of the study. Each of these two is potential areas for further investigation. In any case, this research proposal proposes further researchers on the effectiveness of brand loyalty programs by different telecom companies, the effectiveness of brand involvement programs by different telecom companies and lastly, whether brand loyalty can increase a company’s profitability. 9.0 Conclusion In conclusion, the research will offer an insight into the different characteristic of customer loyalty towards the Telstra brand. It will also identify the aspects of loyalty within this different target groups. In particular, the study will contribute to the understanding of the various factors that contribute to brand loyalty in the telecommunications industry. Knowledge concerning these factors will enable managers to effectively take advantage of the capacity of these marketing concepts as well as provide information that can be used in decision-making and marketing strategy. 10.0 References Ahmad, K 2012, "Attractiveness Factors Influencing Shoppers’ Satisfaction, Loyalty, and Word of Mouth: An Empirical Investigation of Saudi Arabia Shopping Malls," International Journal of Business Administration, Vol. 3, No. 6, pp.101-107 Bennet, R 2001, A Study of Brand Loyalty in the Business-to-Business Services Sector, viewed 10 Oct 2013, http://eprints.qut.edu.au/14533/1/Bennett.pdf Chegini, M 2010, ”Customer loyalty and value key dimensions interaction in organization”, China-USA Business Review, Vol. 9, Iss. 8, pp. 8-14. Chrysochou, P, Krystallis, A & Rungie, C 2009). Why are buyers loyal? Exploring the role of psychographics on loyalty performance and market structure of brands. Conference article, 38th European Marketing Academy Conference, Nantes, France, May 26th 2009 - 29 Dahlgren, S 2011, Brand loyalty and involvement in different customer levels of a service concept brand , viewed 10 Oct 2013, http://epub.lib.aalto.fi/fi/ethesis/pdf/12534/hse_ethesis_12534.pdf Dean, B, Lam, J & Natoli, J 2009, “Review: use of electronic medical records for health outcomes research: a literature review,’ Med Care Res Rev, Vol 66, pp611–38. Denzin, N & Lincoln, Y 2000, Handbook of Qualitative Research, Sage Publication Inc, London Kim D & Adler, H 2006, Student’s Use of Hotel Mobile Application: Their Effect on Brand Loyalty, viewed 10 Oct 2013, http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1242&context=gradconf_hospitality Kristinsdóttir, T & Krystallis, A 2010, Analysis of influential factors on brand loyalty towards cigarette brands on the Icelandic market, viewed 20 Oct 2013, http://pure.au.dk/portal-asb-student/files/12204/Thesis_Final_Tinna_1_.pdf Kuusik, A 2007, “Affecting customer loyalty: do different factors have various influences in different loyalty levels?”, The University of Tartu Faculty of Economics and Business Administration Working Paper, Iss. 58-2007, pp. 3-29. Lam, K 2009, Customer-Brand Identification As A Sustainable Competitive Advantage: A Multinational And Longitudinal Examination, University of Houston, Houston Lau, G and Lee, S 1999, “Consumers' trust in a brand and the link to brand loyalty,” Journal of Market Focused Management, Vol 4, 341–370 Mogg, T 2011, Survey: iPhone owners most loyal to brand among mobile users, viewed 10 Oct 2013, http://www.digitaltrends.com/mobile/survey-iphone-owners-most-loyal-to-brand-among-mobile-users/ Mosahab, R & Mahamad, O 2010, "Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation," International Business Research, Vol 3 no 4, pp.72-79 Nielsen 2013, Mobile Majority: U.S. Smartphone Ownership Tops 60%, viewed http://www.nielsen.com/us/en/newswire/2013/mobile-majority--u-s--smartphone-ownership-tops-60-.html Park, C, Jaworski, B & Maclnnis, D 1986, “Strategic brand concept-image management,” Journal of Marketing, Vol 50 No.4, pp135–145 Ranaweera, C & Neely, A 2003, " BEST STUDENT PAPER Some moderating effects on the service quality-customer retention link," InternationalJournal of Operations & Production Management, Vol. 23 No. 2, pp. 230-248 Reinartz, W and Kumar, V 2002, “The Mismanagement of Customer Loyalty”, Harvard Business Review, Vol 1, pp. 86-94 Tähtinen, J 2006, "Mobile Advertising or Mobile Marketing. A Need for a New Concept," In: FeBR 2005 - Frontiers of e-Business Research 2005, Conference Proceedings of eBRF, pp. 152-164. Qing, L 2011, Apple has most loyal mobile users, viewed 10 Oct 2013, http://www.zdnet.com/apple-has-most-loyal-mobile-users-2062303019/ Wood, L 2000, "Brands and brand equity: definition and management," Management Decision, Vol 38 No. 9, pp662-669 11.0 Appendix 11.1 Questionnaire Name___________________________ Gender__________________________ Phone type­_______________________ Yes No Not sure . Does product quality make you stick to your phone brand? 2. Do you think your age influence your brand loyalty ? 3. Do you think your gender influences your brand loyalty? 4. Does your marital status influence brand loyalty? 5. Do you think level of education influences brand loyalty? 6. Do you stick to your mobile because other people prefer it? 7. Is your attitude against other brands the main reason why your prefer your brand? 8. Do you prefer the phone because of its price? 9. Were you influenced by the manufacturer’s ad to buy the phone? Read More