The Factor That Influences the Brand Loyalty - The Case of iPhone User - Dissertation Example

The paper "The Factor That Influences the Brand Loyalty - The Case of iPhone User" is a brilliant example of a dissertation on marketing. Following the revelation that companies are resorting to creating brand loyalty among customers as a way of marketing, the US for example has witnessed cases of loyalty in the smartphone industry. Apple’s iPhone has seen many customers remain loyal to the brand despite other brands selling at cheaper prices. The research aimed to analyze the various factors that determine the brand loyalty of smartphone users towards iPhones. Thus, the purpose of the research was to investigate factors that contribute to brand loyalty to Apple’s iPhones. It used the purposive and random sampling of college students as well as a working group between 30-35 years to conduct the research. It was confirmed that indeed, gender, quality of product, age, brand image all influence the ability of a customer to remain loyal to a product.  

According to Peter Drucker, marketing is a practice that serves a very fundamental role in keeping the company competitive and profitable through the attainment of sustainable competitive advantage in the business operations. This advantage is what every company is looking to achieve with many of them now focusing on developing brands that customers can identify with and remain loyal to it (Bickhoff, 2014; Peter, 1973). Peter Drucker’s explanation was to show that marketing was not just the simple act of selling products to customers but rather doing everything possible to make this process as easier and comfortable as possible (Peter, 1973).

            Philip Kotler on the other hand, related marketing to a societal process by which people and groups obtain what they need…… (Philip, 2002). Up to that point alone, one may notice that marketing is not just about exchange but also the exchange of what a consumer need for its value. If a company can give customers exactly what they need, then the organization is on the path of establishing itself as a preferred brand. This resonates with the concept of branding which is reported to not only be beneficial to the company but also to the entire stakeholders beginning with the company itself, the customers, and the community at large (Tsai-Yuan and Min-Yen, 2013).