Chapter 1-5 MKT-Defense Sunday

7/23/2019 Chapter 1-5 MKT-Defense Sunday

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CHAPTER# 1Introduction

1. Introduction


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1.1 Background:

Tetra Pak is a multinational food packaging and processing to provide

good quality products.1

The role of Tetra Pack Milk industry plays a very

important role for development of economy and it has significant boom in

Pakistans economy. The industry of Tetra Pack Milk currently having a size

U!"# billion per annum $ith increasing rate of 1%& per year and industry has

capable to increase its market share to make "%& upcoming ' years( that is

sho$ing the industry has ability and gro$th of the overall tetra pack milk

industry in Pakistan. )o$ days the consumers consider too many things $hile

choosing liquid milk( like taste( quality( price( packing and availability of product.

Marketers called it marketing mi* of a product. )o$ a day( consumers are more

health and brand conscious. Therefore( the marketers should realize the

customers preference because in the end customer has choices in the competitive

era. The customers are paying e*tra value of a brand instead of generic product.

+n milk industry of Pakistan comprising of different dairy product has reached

significantly gro$th are sho$ing and consumers are become more health

conciseness. ,s a recent study has e*amined the different dairy product has

reached U!"# in urban and rural areas on the getting up population and domestic

consumption as $ell. -ut lack of a$areness in rural areas of Tetra Pak milk

industry( they are using open dairy milk.2The consumers of this industry $ants it

at convenience price( because price factor matter for price conscience or price

1$ikipedia"$$$.then$stibe.com


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sensitive customers. Therefore( company should consider these kinds of

consumers.

There are many tetra pack milk companies in Pakistan for instance )estls

Milkpack( /ngros 0lpers and aleeb. The market leader in this industry is Milk

pack and it has highly market share. The 0lpers has been introduced in Pakistan

last four years ago( and they are trying to get more market share. aleeb is an old

brand but he has very lo$ market share of this industry. There are many things

$hen choosing the brand and some of the brand loyalty( brand trust( brand

perceived value( brand a$areness( customer satisfaction and $ord2of2mouth.

The most important thing is brand in any industry. Therefore( the impact of

-rands and -rand building to$ards increase business has changed significantly

over the past t$enty years. ,ccording to 3eller( for any organization the main

important asset is not their equipment( land and machinery and so on( but the

actual assets of their organization is their valuable customers mind it should be

top of mind of customers. '4hen the marketers defining products in terms of

giving to their customers it fulfill the basic needs of customers and 5ust fill out

their needs( but $hen customers buy the -randed products( then brands satisfy

their emotional needs and increase the satisfaction level of customers. The

ultimately effects of -rands boost up companys revenues as $ell as profitability

of the company.6 The main and essential factor of a brand is to build

'3eller( "%%76ankinson and 8o$king( 199#


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trust$orthiness among their present customers. The brand must have the

distinctive quality that makes a brand dissimilar from other brands. :

4hen the firm $ants to create brand loyalty( they should establish long term

relationship $ith their customers and consumers as an understandable relationship

$ith each other. +t gives the company long term profitability and reduce the

companys cost as they $ant to acquire ne$ customers. The -rand loyalty $ith

target audience as more than product and service are difficult to differentiate( the

customer may $ant to an additional point of connection $ith company and

customer to develop the commitment of long term relationship for brand loyalty.

The additional point of brand loyalty may fulfill the long term customers

requirements through companys ability to serve their customers requirements.

The ;oyalty of customers to$ards specific industry brands sho$s not only loyalty

but also has reputation of ongoing sale of company from their target customers

and increases the companys long term profitability sale as $ell. The -rand

loyalty need to invest significant resources to develop long term -rands. The

brand loyalty of the customer base is often the core of a brands equity.#

1.2 Problem Statement1< ?actors effecting to$ards -rand loyalty in Tetra Milk Pack industry in

Pakistan@

1.$ %b&ecti'e o( !tud):

To find out $hat factors effecting of -rand loyalty in Tetra Milk Pack of Pakistan.

1.* Sco+e o( t"e !tud):

The very important scope of this study is to provide analysis and detail

information to -rand Managers and $ho $ants to build Personal Aelationship for

organization to build -rand loyalty from target customers. This study helps to

achieve brand loyalty in Tetra Pack Milk industry in market and increase firms

financial ob5ectives.

1., -imitation:

=Behdashti et al


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The main limitation of this study is based on Pakistan Tetra Milk Pack industry

specifically and data have been controlled from 3arachi region only due to time

and cost constrain.


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CHAPTER# 2

-iterature Re'ie

2. -iterature Re'ie

2.1 T"eoretical Backgrounduester and ;im J"%%'K( e*plore the linkage bet$een brand loyalty and product

involvement. The research took place through ":' respondents. The factor

analysis( multivariate analysis( principle component analysis( orthogonal rotation

method and regression analysis $ere used in study. The variable used in research

involvement Jinterest and pleasure( risk probability( sign and risk importanceK on

brand loyalty. Aesult sho$s that brand loyalty doesnt only depend upon the

product involvement it may also contain other factors in consideration.Bavis et al. J"%%'K( has identifies the difference bet$een online and offline

consumer -rand ;oyalty. The sample size of this study to e*amine the problem is

='% are offline and online data $ere collected. The variable $ere used to solve the

study i.e. C+nternet shoppingE CProbability ModelsE and C-rand 8hoiceE.

Birichlet model $as used this study.The outcomes sho$ that $atched -rand

un$averingness for heightened piece of the pie marks acquired connected is quite


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more stupendous than $anted( $ith the opposite consequence for small partition

-rands. ,s far as mark reliability( presently commonplace marks( $ith a solid

disconnected from the net presence( do far better in the +nternet nature than

disconnected from the netMerisavo and Aaulas( J"%%6K e*amine the impact of email marketing and

preference of email content among the users to$ard the establishment of brand

loyalty of consumers. 79% samples $ere used in the study. 8ronbachs ,lpha $as

used in this study to check the reliability of the measurements. Nariables consist

of ingle brand loyal consumer( Multiband loyal consumer( and /*perimental

brand s$itchers Aoutinized brand $itchers and ;oyalty groups $ere constructed

from usage of brands of company( brand preference( and variety seeking to check

their impact. The finding of this study tells us that the connection $ith consumers

via e2mail contacts have a positive effect on loyalty. The study encourages

marketers to build some email based activities through $hich customers gets

motivated and updated $ith the ne$ offerings.-oas J"%%6K has studied about the consumers learning and -rand ;oyalty in

competitive era. This paper recognizes a model in $hich shoppers study in the

first period concerning the item they purchase and after that settle on decisions in

the second period concerning the contending items( given $hat they studied in the

first period. The paper like$ise portrays the imperativeness of customer picking

up impacts on the business sector result.

B. choenbachler et al. J"%%6K( e*amine the possible outcome for create long term

brand loyalty that is not straightly impact to the marketing of the attracting ne$

customers to fulfill the needs of buyers through ne$ product for individual


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investors in the brands corporate parent. The data $ere collected through :%%

investors. The regression analysis $as used. +ndividual investor( brand loyalty(

companys stock( and product e*perience. The result identified that the likelihood

of stock purchase based on productFservice use( e*cept holdings outside of

stockFmutual funds( are also significant predictors of the likelihood of purchasing

productsFservices because of stock o$nership. +n this study researcher make kno$

for the each inventors may establish to be some e*tend to increase brand

preference and repeat buying purchase behavior of target customers J$hich sho$

that( but are not state2of2the2art of brand loyaltyK( they do not typically e*hibit

brand loyalty.

-andyopadhyay et al J"%%:K( e*amine the T$ofold Oeopardy JBOK impact is

like$ise affected by the connection bet$een customer decision precursors and

customer getting conduct. ample size of this study $as 1(7%% respondents. The

z2test for comparison of population parameters $as appliedand chi2square used in

this study. ,ttitude( 0pportunity( -rand 8hoice( and Purchase frequency are

variables are used in this study Aesults sho$ that small brands are endangered

t$ice. To start $ith( they e*perience less2 good mean esteem on both lifelong and

transaction particular forerunners. econd( the s$itching buyers of small brands

have $eaker mentality2 decision connection as contrasted $ith the faithful

customers. The e*ploration proposes that t$ofold danger of small brands should

not be as irreversible sensation set. , more in2 profundity grasping of the single2

level precursors of shopper decision might as $ell encourage small brands to


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improve creative unpleasant and guarding techniques pointed at positive single

decision precursors of steadfast and s$itching purchasers.-allester and ,leman J"%%:K consumed an e*ploration study to break do$n the

commitment level of mark confide in the structuring of mark value. Through the

utilization of telephone calls( "=1 polls $ere rounded out on t$o feature

classifications( cleanser and bre$. tructure /quation Model $as utilized to

measure variables< 8onsumer fulfillment( trust and mark steadfastness. The

statistical outcomes demonstrate mark value has e*traordinary reliance on mark

faithfulness $hich drives from mark trust. uggestion of the study incorporates

associations fabricating mark trust through steady positive e*perience of clients

$ith items. The studys suggestions are to raise confide in mark through satisfying

the make a guarantee to it can convey. ,dditionally( associations might as $ell

take a shot at making clients e*perience tasteful and charming to point at

assembling trust in this manner mark value.Pappuet al., J"%%:K directed an e*ploration to upgrade the estimation of shopper

based mark value. The specimen size for the study $as :'9 complete surveys on

si* marks $hich $ere obtained to run statistical dissection. tructure /quation

Model and affirming variable dissection $ere utilized to make inference on the

variables< mark devotion( mark cooperation( discerned value( and mark

mindfulness. The effects of element dissection affirmed the fourth dimensional

model of mark value. +t furnished observational proof of different components of

client based mark value. The study proposes incorporating to survey mark

mindfulness and use constant scale to measure mark value to increase more

impartial information.


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-rink et al. J"%%#K e*amine the impact on brand loyalty by tactical and strategic

cause2related marketing and customer involvement. The sample size $as design

$ith "6% participants. 0ne2$ay ,)0N, $as used to interpret the data. The

variables $ere used in this study tactical 8AM and -rand loyalty( strategic 8AM(

control group. tudy concludes that strategic cause related marketing had been

significantly enhanced the level of brand loyalty of lo$ level product $here

tactical cause related marketing does not have any effect on brand loyalty.

Aesearcher suggested that organization should involve in 8AM campaigns for

e*panding the brand loyalty.hang et al. J"%%#K e*amine the relationship bet$een posting behaviors and

consumers lurking among consumer group of specific brand loyalty. The sample

size of this study $as ':%. Techniques $hich are used to test the model are

principal components analysis and hierarchical regressions. Nariables through

$hich the research took place are attitudes( trust( +nvolvement( loyalty and to$ard

the brand e*ist in messages. Aesearch concluded in the $ay that all the alternative

hypothesis is accepted and the proposed model didnt e*plain the cause of the

relation ship among he variables. This study found e*planation of brand loyalty

can be contributed by the lurking behavior of consumer.uber et al. J"%%#K( has $orked on ho$ to determine the -rand loyalty purpose in

competitive era. The variable $ere used in this study to identify the gap i.e.

C;oyalty intentionE ,ffective 8ommitmentE(E Perceived NalueE(E -rand /quityE

to$ards -rand ;oyalty. The sample size of this study is "99%.The outcomes have

imperative suggestions for supervisors $ho are ans$erable for enhancing


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observed $orth and administrators $ho are ans$erable for raising -rands and

associations.Martensen( J"%%=K( e*amine the relation ship of $ith the sample size of 1%%%

intervie$s $ith J721" years2oldK students $ere conducted. They used Aegression

,nalysis technique. The variables $ere used in study dependent variables Joverall

satisfaction( impulse buyingK and independent variables Jfulfillment of

e*pectation( psychosocial consequences and abstract product attributes .The study

indicates that teen agers are highly satisfied $ith their mobile phones as compared

to the adults.

Pas$an et al. J"%%=K( e*amine the factors on $hich the consumer accept or re5ect

service brand and also the facts about ho$ consumer evaluates substitute brands..

The ample size of this study is 6%%% students. ?actor analysis and multiple

regression techniques $ere used to evaluate the data. The dependent variables are

consumer satisfaction and attainment of preferred brand $here the independent

variables are features of brand( brand loyalty. The study results indicate that the

consumer $ho preferred the alternate brand are not very satisfied $here as

satisfaction level is very high in selecting the brand of their o$n choice $hich

also shoe the loyalty to$ards that brand.3im et al. J"%%=K( e*amine the impact of co2branding on customer satisfaction

$hich ultimately turn in to the brand loyalty. The sample size $as used in study

':%. The 8orrelation Matri*( confirmatory factor model and structural equation

modeling $as used for the desired result. Aesearch indicates that Post2purchase

services and co branding had a significantly effect on brand loyalty and customer

satisfaction $here as premium promotion technique didnt respond to any of the

focused variable of the research.


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3. ,le*andris et al. J"%%7K e*amine the effect of brand association on brand

loyalty and also study the impact of service quality for the development of brand

association. tudy carries out through 1#: respondents. The e*ploratory factor

analysis and regression analyses $as used in this study. The variable $as used to

identify the research is brand association $ith eight factors of service quality and

brand loyalty. Aesults indicates that brand association had great impact on

creating brand loyalty and quality service gives more comfort to the consumers

for building the -rand association. This research navigate the marketer to cope the

strategy relating brand association and build strong elements related to the brand

$hich made positive image in the consumers mind.Oensen and Brozdenko J"%%7K( e*plore the facts that $hy consumer pay premium

for the brand is it creates loyalty of that brand. Aesearch carried out by '7:

respondents. The variables used in this study are situation and product on brand

loyal. Manova analysis technique $as used to get the results. Aesearch concluded

that paying premium prices sho$s the brand loyalty and it also depend upon the

product category and ho$ $ell the marketer communicate $ith the consumer to

create value proposition of that product.Matzler et al. J"%%7K( e*amine the relationship bet$een the factors of customers

brand loyalty risk $ith aversion. Bata $ere collected from 16: participate. Partial

least squares JP;K and 8orrelation Matri* $ere used to test the hypotheses. The

variables used in this study -rand trust( attitude loyalty( Purchase loyalty( -rand

affect and Aisk aversion. Aesearch conclude in the manner that attitudinal loyalty

and brand loyalty is significantly predicted by risk aversion. -rand affect and

brand trust diminishes the risk factor in the mind of the customers $hich also


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been sho$n by the statistical results. Aesearcher suggested that by targeting more

risk aversive customers $hich resulted in to building stronger brand loyalty.hukla J"%%9K( e*amine the three concepts to e*plore his idea regarding the

impact of behavioral intentions to$ards the brand loyalty and ho$ consumers

s$itching in young adults market. econdly he discover the ho$ consumers

choosing criteria on behavioral intentions. Thirdly( he also investigates the effect

of conte*tual factors as $ell as behavioral intentions to$ards purchase decisions.

ample size $as of this study '7%. The covariance matri* $as used in this study.

The variables used in this study are -rand s$itching( -rand loyalty and Purchase

Becision. The research findings sho$ed that( as predicted( variable conte*tual

factors increase brand loyalty( s$itching behavior and purchase decisions. The

study has significantly brand loyalty( brand s$itching positive impact of

conte*tual factors( on purchase decision $as like$ise found. Aesearch also

provides broader information to -rand ;oyalty.

0gba and Tan J"%%9K e*amine the effect of brand loyalty by brand image( -rand

imageH >uality( 8ustomer satisfaction and 8ustomer loyalty have been used.

Aesearch $as carried out by ":% respondents and data concluded by the ?actor

analysis and ,nova techniques. Aesearch concluded that there is significant

relationship bet$een brand image on customer e*pression of loyalty and

commitment to market.

;in( J"%1%K( e*plores the relationship among brand loyalty brand personality and

consumer personality trait. The sample size of this research $as 6%% adults

consumers. Aegression analysis techniques used to test the model. The variable


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$as used in this study( Personality trait Je*troversion( agreeableness(

conscientiousness( neuroticismH and opennessK( -and personality Je*citement(

competence( peacefulness( sincerity and sophisticationK and -rand loyalty

Jaffective and action loyaltyK. Aesearch indicates that e*troversion personality

trait( agreeableness personality trait( sincerity brand personality and competence

brand personality had a significant relationship $ith e*citement brand personality.

,nd brand loyalty Jeffective and actionK( personality and consumer personality

traits have a significant relations among themselves. Aesearcher suggested that

manager should consider all the above concepts $hile making marketing

strategies for ma*imize profit.

ur et al. J"%11K( e*amine t$o approaches( first studied the relationship bet$een

Trust and brand community then analyze the relation bet$een trust brand

community and increased varied loyalty behavior. ample size of "%% targeted.

Partial ;east quares JP;K analysis used in this study. The variables used in this

study brand community affect( positive brand community trust $ord2of2mouth(

repurchase intentions brand community commitment( constructive complaints.

The results conclude that there is significant effect among the variables brand

community development( community commitment brand community affect and

community trust. The study suggests that to broaden their appeal in the female

market should have the significant $ays to increase brand loyalty behaviors.

B. )guyen et al. J"%11K studied the background and root cause of brand loyalty in

Thailand and Nietnam. The study conducted through #%' samples. The variables

used in this research are brand a$areness( advertising( attitudes( Perceived quality


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and distribution intensity on brand loyalty. tructural equation modeling

technique is used to test the hypothesis. The research concluded that bet$een

perceived quality brand a$areness and( bet$een advertising attitudes and brand

a$areness. The positive links bet$een brand loyalties perceived quality and

bet$een distribution intensity and brand a$areness in both markets. The links

bet$een brand a$areness and brand loyalty $as found only in the Nietnamese

market( and the relationship bet$een advertising attitudes and perceived quality

$as only found in the Thai market. ?inally there is no relationship bet$een

perceived quality and distribution intensity found in either market in this study.;iu et al. J"%1"K e*amine the effect of brand equity brands usage imagery

congruity brand personality congruity on consumers attitude and brand loyalty.

The sample size of this study is '91 students. The variables used in this study is

brand user imagery congruity brand personality congruity( brand usage congruity(

brand attitude on brand loyalty. The 8onfirmatory factor analyses using the alpha

factoring e*traction method $ith varima* rotation are conducted to test the

constructs and tructural /quation Modeling J/MK using. This study finds that

brand attitude and brand loyalty are strongly predicted by user and usage imagery

congruity in fashion lu*ury brand as compare to others. The researchers suggested

that these self2congruity concepts may represent different imageries that lead to

different effects in brand attitude and brand loyalty..Behdashti et al. J"%1"K e*amine the effect of brand and brand identity in

building product loyalty of dairy products of +ran. Aesearch conducted through

the sample size of 6=: respondents. ?actor analysis and structural equation

modeling techniques are used. tudy suggested that brand had a significant effect


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in building brand loyalty. +n other $ords the po$erful brand leads to the brand

loyalty. +n their study independent variables are customer satisfaction( perception

value( brand trust and brand identity $here dependent variable is brand loyalty.

tudy concluded that value perception( satisfaction of the customer and brand

trust influence by brand identity. Therefore( -rand identity also has an impact

over customer satisfaction $hich also increases the brand loyalty.


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CHAPTER# M/T0B0;0DQ

. /ETH%0%-%

.1 Re!earc" A++roac":

+n the research environment there are three types of research approaches

>uantitative( >ualitative and Mi*ed approach. The different research approaches

have different characteristics. The >uantitative approach is based on numeric

values i.e. alary( temperature and ,ge etc. The >ualitative approach is based on


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non2numeric values and $e cannot count and measure it for e*ample ;ove(

Aelation ate and so on. 0n the other side( mi*ed approach is based on both

>uantitative and >ualitative approaches. +n this study $e are using numeric data

to find out the relationship bet$een dependent and +ndependent variable

therefore( $e are using >uantitative approach. +n >uantitative approach $e define

our research and e*plore the data then call it e*ploratory design. The /*ploratory

Besign to find out the best research design to data collection method and selection

of sub5ects and investigate something in our culture.

.2 Re!earc" +ur+o!e:

0ur research based on e*ploratory because $e are trying to find out -rand loyalty

in ?M8D product is Tetra Pack Milk $ith one of leading brand of Tetra Pack

Milk industry. 4e $ill find out $hat factors influence to loyal $ith particular

brand.

. Re!earc" 0e!ign:

+n this research is designed to check the correlation to e*amine the relationship of

dependent and independent variables. +n this research $e check the relationship of

-rand Trust( -rand +dentity( -rand Perceived Nalue( -rand ,$areness( 8ustomers

atisfaction( and 4ord of mouth( on -rand loyalty. The variables help to identify

that there is any relationship e*it among independent and dependent variable.


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.$ Re!earc" Tec"ni3ue:

+n our research the Aegression ,nalysis is used in the data to analyze the impact

of independent variable on dependent variable. The regression analysis follo$ed

by ?actors ,nalysis.

.* Re!earc" Tool:

+n our study the research tool used in the research is tatistical Package for ocial

ciences JPK to signify the findings.

., 0ata Source:

The research has been conducted using primary data for independent and

dependent variables. The questionnaire filled out for this research is '%%.

.4 Target Po+ulation:

The target population is a population of $here researcher $ants to study to find

out their behavior. 0ur target population is liquid milk consumers in 3arachi

Pakistan.

.5 Sam+le Si6e:


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The sample is represents the $hole population. The respondents of this research

are '%% of 3arachi Pakistan.

.7 0ata Collection:

The data collection is to obtain information from our respondents. The research

the data collection from liquid milk users based on questionnaire.

1. Strongl) Agree 2. Agree . 8eutral $. 0i!agree *.Strongl)

di!agree

.19 Sam+ling Tec"ni3ueuantitative approach $hich has been used so the

appropriate sampling $ould be non probability sampling in $hich convenience

sampling $ould be applied because it is easily accessible and lo$ cost. The

respondents of our research $ould be those $ho are user of Tetra Pack Milk $ith

no gender restriction $hen filling out the questionnaire.

.11 /odel H)+ot"e!i!:

+n this research have si* independent variables $hich is -rand Trust( -rand

identity( -rand Perceived Nalue( -rand ,$areness( 8ustomer atisfaction and

$ord of mouth and only one dependent variable $hich is -rand ;oyalty. These

variables are used to e*amine the impact of dependent variables on the

independent variables.

T"e model i! a! (ollo:

-;R S 1 -T "-+ '-PN 640M :-, e


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4here< -;( represent -rand ;oyalty( -T represent at -rand Trust( -+ represent

-rand +dentity( -PN represent -rand Perceived Nalue( 40M represent 4ord of

mouth and -, represent -rand ,$areness. The other sign used in this section

$here represent -eta( S represent ,lpha and e represents /rror.

.12 Re!earc" H)+ot"e!i!:

o1< -rand Trust has insignificant +mpact on -rand ;oyalty.

o"< -rand +dentity has insignificant +mpact on -rand ;oyalty.

o'< -rand Perceived Nalue has insignificant +mpact on -rand ;oyalty.

o6< 4ord of mouth has insignificant +mpact on -rand ;oyalty.

o#< -rand ,$areness has insignificant +mpact on -rand ;oyalty

.1 ariable 0e!cri+tion:

Brand -o)alt):

The -rand ;oyalty means that at $hat level of and $hat company has loyalty rate

of customers and consumers to$ards brand.

Brad Tru!t:

The -rand Trust means that $hether customers or consumers trust particular

companys brand.


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Brand Identit):

The -rand +dentity sho$s that ho$ brand identify in their targeted market and

$hat image of brand in their customers and consumers.

Brand Aarene!!:

The -rand a$areness means that customers and consumers are a$are of

companys brand. +f the customers and consumers are a$are of that brand is good

for company.

Brand Percei'ed alue.

The -rand Perceived Nalue is that the customers and consumers think that value

of a brand before he or she purchased in term of Price.

;ord


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C"a+ter $

0ata Anal)!i!

$. 0ata Anal)!i!

+n the Bata ,nalysis chapter contains different tatistical test to complete the

study. The soft$are being used in this study is P. 4ith the help of P the

first test applied in soft$are $hich is Aeliability because first $e need to verify

the data reliability of overall data as $ell as individual variable. The second test is

?actor ,nalysis $hich is called data reduction and last and important test is

Aegression ,nalysis $hich sho$s the relationship bet$een dependent and

independent variables. The detail information of test and their results as discuss

belo$.


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$.1 Reliabilit)

The first test has been applied in P is Aeliability testH it sho$s the consistency

and acceptability of data through questionnaire from target respondent. +n this

study the # variable $ere used in this study $hich is 1 dependent variable and :

are independent variables. The questionnaire comprised "6 questions( including 6

questions of dependent variable $hich is -rand ;oyalty and "% question of

independent variables $hich are 6 question of -rand Trust( 6 questions of -rand

,$areness( : question of -rand Perceived Nalue( 6 questions of -rand +dentity

and last question have ' question $hich is 4ord2of2Mouth. The Aeliability of data

confirm from 8ronbachs ,lpha $hich should be more than %.:% $hich means

:%& from prescribed parameter. +n this study the belo$ mention table 6.1.1(

8ronbachs ,lpha values sho$s .7#7 means 7#.7& reliability of data $hich is

more than %.:% as per requirement. Therefore( data is acceptable for complete this

study.

Table $.1.1

The second table 6.1." sho$s the each variable numbers of +tems and its

8ronbachs ,lpha value to check the individual variable. The first variable is

-rand ;oyalty that is dependent variable and its 8ronbachs ,lpha values is %.7#%

convert in percentage $hich is 7#.%&. +n the independent side the -rand Trust


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alpha value 91.#&( -rand ,$areness is 7:."&( -rand Perceived Nalue 91.'&(

-rand +dentity 77."& and last $ord2of2mouth 9%.1&.

Table $.1.2

$.2 =actor Anal)!i!

+n the ?actor ,nalysis test using for data reduction of variables because $e need

to make variables in the shape of factors. The purpose of ?actor ,nalysis is

e*ploratory and confirmatory of data. The first table of ?actor ,nalysis is 3M0

and -artletts test. +n this table the 3M0 value sho$s the adequacy of data. The

requirement of 3M0 value as per statistical satisfactory level or acceptable level

is %.:% $hich means greater than :%&. +n this study 3M0 value is .71= $hich

means 71.=& $hich is good for this research. The 3M0 result sho$s the 71.=&

of variance bet$een independent variables. The very important value for any

research is significant value in 3M0 and -artletts test should be less than %.%:

$hich means less :&. ,s per belo$ mention table 6.".1 sho$s the sig.value is .

%%% $hich is significant for this study and suitable for factor analysis.

$.2.1


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$.2.2

Rotated Component Matrix

S.N

OItems

Cronbach's Alpha

Component

BrandPerceived

ValueBrandTrust

BrandIdentity

BrandLoyalty

Word-of-

outhBrand

A!areness

1

I prefer " brand to others ones#

0.860

#$%&

I lie the features of " brand# #$($

The " brand has better performancecompared !ith other brands#

#$&%

I al!ays !ish to e)amine the " brandsproduct#

#*+&

2

I never had bad e)perience on " brand#

0.916

#*,,

The " brand has a nice imae amonconsumers#

#$($

If " brand claim ood features. that!ould be true#

#(&/

The " brand is honest brand# #$$,


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3

When I thin of Tetra il Pa brands.the brand " is one of the brands thatcome to mind#

0.852

#*%&

The " is a brand of Tetra il Paprovider I am very familiar !ith#

#$%/

I no! !hat brand " loos lie# #+$+

I can reconi0e brand " amonst othercompetin brands of Tetra il Paproviders#

#*$(

4

I am happy about " !hat I paid and thevalue I ained

0.913

#$$1

The products of this brand have beenpriced. properly#

#$/%

The price of " is fair !hich I perceived# #+*2

Brand " offers very reliable 3uality !henI paid#

#$*/

Brand " offers e)cellent features !hen Ipaid#

#$%&

5

The " brand is superior to other brands#

0.882

#$/$

The " brand is a hih 3uality brand !ith

hih prestie level#

#$22

The " brand is very famous brand# #*(&

I can 3uicly recall the " brand# #$21

6

I often tell others about " brand#

0.901

#(%1

I recommend " brand to others# #(/$

I !ill leave positive comments about " #(12

The above table 6."." is factor loading of the dependent and independent variables

in $hich 1 dependent variable and : independent variables. The first variable is

dependent variable $hich is -rand ;oyalty( it has four items and its alpha value is

%.7#%. The second is independent variable it have four items $hich is -rand Trust

and its alpha values is %.91#( third is -rand ,$areness and it have four items and

its alpha value is %.7:"( fourth is -rand Perceived Nalue and it have five items and

its alpha value is %.91'( fifth is -rand +dentity and it have four items and its alpha

value is %.77" and in the last variable of this study is 4ord2of2Mouth and it have

three items and its alpha value is %.9%1. The overall factor loading is good for

making factor of variable. ,fter loading the ?actor ,nalysis and its output of


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LAotated 8omponent Matri* can help us to make a factor from variable.

Therefore( researcher called the ?actor ,nalysis is LBata Aeduction.

$. Regre!!ion Anal)!i!

Regre!!ion Coe((icient >Brand -o)alt)?

Table $..1

/odel B t P I=

J8onstantK .=6% 6."=" .%%%

-rand Trust .1=9 1.96= .%:' ".7'#

-rand,$areness

.""# "."=6 .%"6 ".7'7

-randPerceived Nalue

.1%# 1.7:% .%#: 1."1"

-rand +dentity .1:" ".""1 .%"= 1.1#%

4ord2of2Mouth .%%" .%'9 .9#9 1.11"

Ad&u!ted R S3uareR %.1=1Sig.R

%.%%%

=


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36

relationship to$ards dependent and independent variables. The beta also sho$s

the direction of relationship either they are moving same nature or opposite

direction means negative or positive. +n regression analysis test( the all

independent variables J-rand Trust( -rand ,$areness( -rand Perceived Nalue(

-rand +dentity and in last 4ord2of2MouthK are making positive relationship

to$ards dependent J-rand ;oyaltyK. The beta values convert into regression

equation< -rand ;oyalty J.=6%K R -rand Trust J.1=9K -rand ,$areness J.""#K

-rand Perceived Nalue J.1%#K -rand +dentity J.1:"K 4ord2of2 Mouth J.%%"K.

The second column is t sho$s the importance of each variable $hile the P value is

the significance level of the contribution of the variables to the model. The third

column is significance level and it sho$s $hose variable are significant in this

model and $ho is insignificant in this model. 4e have found the five items are

significant impact in this model $hich is constant( -rand Trust( -rand ,$areness(

-rand Perceived Nalue and -rand +dentity and their P. Nalue is less %.%:( but the

last variable 4ord2of2Mouth has insignificant value $hich is greater than %.%:

that is .9#. +t sho$s the relationship bet$een dependent and independent are

positive( but their impact is insignificant. The fourth column is N+? JNariance

+nflation ?actorK help us to find out multicollinearity among independent

variables. The N+? value as per researcher should be less than 1% $hich mean no

multicollinearity. +f the N+? value greater than 1% that $ill be sho$s high

collinearity e*ist among independent variables. The ,d5usted A square R %.1=1

sho$s the percent of variation e*plain by model. +n this study the model are

e*plain 1=.1& by the independent variables. The A square also sho$s the 1=.1&


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independent variables can predict the dependent variable. o$ever( a lo$ A

square value in common in cross sectional studies as this study. The ?2tatistic

R11.#9# sho$s the ho$ model are fit.


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C"a+ter *Conclu!ion@Recommendation

*.1 Conclu!ion

The research ob5ective of this study $as to evaluate $hich components from

-rand ;oyalty to$ards Tetra Milk Pak industry in 3arachi Pakistan. The

questions of model to find -rand ;oyalty factor and set of questions $as adopted

from pervious and other empirical studies to design a likert scale questionnaire to

collected from our target audience $ith sample size "#% from 3arachi( Pakistan.

?or this study convenient sampling $ere used in this study. The study based on


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si* variables( -rand ;oyalty as the dependent variable and -rand Trust( -rand

,$areness( -rand +dentity( -rand Perceived Nalue and 4ord2of2Mouth as

independent variables.

The collection of sample size and the check the results from different statistical

analysis through applied in P soft$are. The first test is Aeliability test to

measure the consistency of the responses. The result sho$s that the value of

8ronbachs alpha is 7#.7& $hich is good and acceptable for this study. The ne*t

test is ?actor ,nalysis $as run in P on the collected data. The 3M0 $as

assessed and it sho$s the satisfactory level and adequacy of the sample size. +n

the ?actor ,nalysis the Aotated component Matri* sho$ed the loading factors

$ith high and enough level correlation $ith items in each factor and forming

factors properly. ?inally( the ;inear Aegression ,nalysis $as run in P to asses

to check the impact of independent variables on the dependent variable. The

tatistical result obtained revealed that( all independent variables have positive

relationship on dependent variable to$ards Tetra Milk Pack industry in 3arachi(

Pakistan. The Aegression also sho$s the impact bet$een dependent and

independent variables. ,s per result( the -rand Trust( -rand ,$areness( -rand

Perceived Nalue and -rand +dentity have significant results( but the 4ord2of2

Mouth is sho$ing insignificant result in target research. +n the previous study the

4ord2of2Mouth $as not used in study in one of +ranian city is Tehran on Bairy

Products. The overall variation of the model e*plained by A square is relatively is

lo$er $hich indicates that other variables( not included in this study( may e*plain

a higher level of variation.


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?rom the above result( its concluded the -rand Trust( -rand ,$areness( -rand

Perceived Nalue and -rand +dentity play vital role and significant impact in

building -rand ;oyalty and the 4ord2of2mouth play an insignificant impact in

building -rand loyalty in Tetra Milk Pack industry in 3arachi( Pakistan. The

significant variables are $eighing heavily to provide the much needed

information for Marketers to focus on these variables to building -rand ;oyalty.

*.2 Recommendation

+n the recommendation side( the determining factors of -rand ;oyalty in the Tetra

Milk Pack industry in 3arachi( Pakistan. The numbers of recommendation are

deemed to deliver for the decision makers in this industry. ,s -rand Trust( -rand

,$areness( -rand Perceived Nalue and -rand +dentity in terms of Top of mind of

the consumers( they all $eighed significant for establish -rand ;oyalty from

target 8ustomers or end2consumers. These are strongly recommended for Tetra

Milk Pack and Marketing trategies $ho $ant to increase ne$ and retention of

old consumers. The trategies to build and increase of -rand ;oyalty should

include

Chapter 1-5 MKT-Defense Sunday

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