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Final Project
On
Comparison of Brand Loyalty and Customer Satisfaction of
MilkPak
And
Olper’s
A REPORT
SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES
VIRTUAL UNIVERSITY OF PAKISTAN
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION
SUBMITTED BY
STUDENT’S ID: MC130401718
STUDENT’S NAME: MUHAMMAD NAVEED JAFAR
DEPARTMENT OF MANAGEMENT SCIENCES
VIRTUAL UNIVERSITY OF PAKISTAN
Submission Date: 25.07.2015
i
ii
iii
DEDICATION
To My Parents
iv
ACKNOWLEDGEMENT
I would like to thanks the customers MilkPak and Olper’s for sparing time to fill the
questionnaires.
I would also like to thank my supervisor for his guidance, support and encouragement throughout
the project work.
v
EXECUTIVE SUMMARY
The purpose of conducting this research was to perform a comparative analysis on the
brand loyalty and customer satisfaction of MilkPak and Olper’s. The researcher has used survey
research method and research type was quantitative. A questionnaire consisting of thirteen
questions was used which was built by using five point standard Likert rating scale. The
population were the customers of both selected brands and the sample size was 120 customers
i.e. 60 of each brand. At initial stage, it was planned to target 150 customers of both brands but
due to shortage of time and unresponsive attitude of the customers, sample was reduced to 120
employees i.e. 60 customers of each brand. The researcher used convenience
sampling technique.
Primary sources were the customers of both brands and secondary sources were relevant
books, articles and journals etc. Descriptive statistics technique has been applied and mean and
standard deviation was used to perform required statistical analysis. Data has been analyzed and
processed with the help of MS Excel and SPSS and interpretations has been made on the basis of
frequency of responses in terms of numbers and percentage and results of mean.
The overall mean value of MilkPak was found slightly higher than the overall mean value
of Olper’s. It depicts that customers of MilkPak are more satisfied with their product. It was also
found that the overall mean value of both selected brands have a tendency towards 4; which
shows that customers of both brands have mild level of satisfaction with their respective brands.
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TABLE OF CONTENTS
Dedication………………………………………………………………………………………iii
Acknowledgement………………………………………………………………………...……iv
Executive Summary……………………………………………………………………….……v
SECTION –I…………………………………………………………………………………..01
Chapter 1) Introduction:……………………………………………………………………..01
1.1) Introduction of the Project………......……………………………………………..….01
1.2) Background of the Project ………………………………..…………..…………. 02
1.3) Introduction of the Organization……….……………………………………………….03
1.4) List of competitors………………………………………………………………………03
1.5) Objectives………………………………………………………………………………..04
1.6) Significance……………………………………………………………………………….04
Chapter 2) Conceptual Review:…………………………....…………………..……………...05
Chapter 3) Competitor Analysis:……………………...……...……………………………….09
Chapter 4) Research Methodolgy:……….…………………...……………………………….13
4.1) Data Collection Sources:……………………………………………………………..13
4.1.1) Primary Sources: …………………………………………………………………..13
4.1.2) Secondary Sources: ………………………………………………………………..13
4.2) Data Collection Tools / Instruments: ………………………………………………..13
4.3) Subjects /Participants:………………………………………………………………..14
4.3.1) Field Work/ Data Collection:………………………………………………………14
4.4) Field Work:…………………………….…………………………………………….14
4.5) Data Processing and Analysis:……………………………………………………….15
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Chapter 5) Data Analysis:……………...…………………...……………………………….16
Chapter 6) Conclusion, Recommendations & Limitations:…………………………….....43
Conclusion: ----------------------------------------------------------------------------------------------43
Recommandations: --------------------------------------------------------------------------------------43
Limitations: ----------------------------------------------------------------------------------------------45
Section-II
a) Introduction of the Student………………………………………………………………….46
b) Bibliography………………………………………………………………………………...47
c) Appendix ………………………………………………………………………………48
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SECTION-I
CHAPTER 1
INTRODUCTION
1.1) Introduction of the project:
This project mainly focused on the topic “comparison of brand loyalty and customer
satisfaction of two competing brands”. For this purpose, the researcher targeted FMCG sector
and selected Milk Pak (A product of Nestle) and Olper’s (A product of Engro Foods). Both the
brands are competing each other and highly rated in the market. Moreover, both are applying
different marketing strategies to target and attract more customers’ through T.V. Ads, placement
of Bill Boards and News Papers Ads etc. So, it was very interesting to perform a comparative
analysis in order to know customers of which selected brand are more loyal and satisfied.
First, the researcher find out the brand loyalty and customer satisfaction of both selected
brands and then make a comparison to know customers of which selected brand are more loyal
and satisfied and why?
According to Dick and Basu (1994) customer loyalty has been defined as “the strength of
the relationship between the individual‘s relative attitude and repeat patronage.” Customer
satisfaction refers to the extent to which customers are happy with the products and services
provided by a business. Customer satisfaction can be used as an indicator of future consumer
purchases and the satisfied customers will have a higher probability of creating repeated
purchase behavior in time (Zeithaml et al., 1996).
Every company is concerned about loyalty and satisfaction of its customers and tries to
adopt different strategies to retain their customers by satisfying them. The expansion of customer
3
loyalty and increased satisfaction is a deliberate objective for most of the companies. In many
business situations, the most important part of marketing activities can be observed as the growth
and maintaining repeat patronage or loyalty among the customers.
1.2) Background of the project :
For long term growth and success, retaining existing customers is essential. It is
considered very important to retain existing customers by increasing their loyalty and satisfaction
and if a company fails to do so, they are expected to struggle in the long run (Linton, 1993).
Aaker and David (1991) stated in their research that if a customer buy the same product
again and again despite of change in price and features, it shows that the customer is loyal and
satisfied. A customer is said to be a loyal relating to a brand if it preferences do not change due
to change in features. It explains that changes do not have negative impact on the buying
behavior of the customer. The consistency of customer’s buying the same product also suggested
that brand loyalty exist in the mind of customer. The basic objective of new era is to satisfy the
customer needs so that the business may retain its customer over a long period of time due to its
loyalty (Gwinner et al., 1998; Hagen & Matthews, 2001).
The more the satisfaction level, greater the probability that customer will buy again and
again and it shows customer loyalty (Zeithaml et al., 1996) and loyal and satisfied customer also
suggest the same product to other people (Reynolds & Arnold, 2000; Reynolds & Beatty, 1999).
The loyal and satisfied customer will pay little attention to the competitors’ products (Fitzell,
1998).
In the present era, customers have never ending expectations from the brand they use. So,
it becomes essential for the companies to meet their level of expectations in order to retain them.
When a specific brand fulfills what is expected of it, the customers will become loyal and
satisfied and will purchase that brand again and again. Moreover, they will also recommend
others to use that brand. Hence, they will be a source of marketing for them.
With the help of this study, the researcher find the brand loyalty and satisfaction level of
both brands and then make comparison to know customers of which brand are more satisfied and
why. It may help the brand owners in devising strategies accordingly.
4
1.3) Introduction of the selected organizations:
1.3.1) MilkPak:
Nestle acquired 40% shares in MilkPak Ltd in 1988 and then later in 1996, MilkPak Ltd.
was renamed Nestle MilkPak Ltd. They have a very strong brand name, aggressive marketing
and distribution plans, consistent quality and availability throughout the year, all around the
country. In September 1999, MilkPak UHT milk was launched as Nestle MilkPak UHT milk.
MilkPak UHT has been extremely successful. It is available in three pack sizes of 1000ml,
500ml and 250ml.
1.3.2) Olper’s Milk:
Being the flagship premium dairy brand, Olper's Milk, is 100% Preservative Free UHT
milk. It is the milk of choice for every occasion as its full cream richness, fresh and wholesome
taste makes every sip a delightful experience for our consumers.
Known for its supreme quality, Olper's Milk is also the market leader in packaging
innovation where new formats are introduced to make consumer lives hassle-free in today's time-
sensitive world. First ever in Pakistan to introduce the heli-cap for easy pouring and storing,
along with the microwave friendly Mini jug pack with an air handle and scissor free tear option,
this brand continues to offer its consumers consistent value adding benefits to ensure an enriched
brand experience. All-purpose and nutritious, Olper's Milk is available in 3 SKUs 250ml mini
jug in Ecolean packaging, 1000ml Edge with cap and 1500ml Family Brick in Tetra packaging.
1.4) List of competitors:
MilkPak
Tarang
Olper’s
Good Milk
Anhaar
Safe Milk
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1.5) Objectives:
The main objectives of this study were:-
To find out the brand loyalty and satisfaction of MilkPak customers
To find out the brand loyalty and satisfaction of Olper’s customers
To make a comparative analysis of brand loyalty and customer satisfaction of MilkPak
and Olper’s
To give suggestions / recommendations
1.6) Significance: The results of the study may be useful for the top management of Nestle MilkPak and
Engro Foods Olper’s as they will be able to know about loyalty and satisfaction of their
customers. On the basis of results e.g. if their customers are less loyal and dissatisfied they can
find out the reasons and formulate strategies accordingly for improvement.
Other competitors of MilkPak and Olper’s may also be interested in the results of the
study as they will be able to know about loyalty and satisfaction of their customers and may
formulate strategies to attract less loyal and dissatisfied customers by formulating different
strategies like if customers of the selected brands are dissatisfied due to low quality or high price,
they can offer their product with high quality at low price to attract customers and capture more
market share.
The study also gave an opportunity to the researcher to gain vast knowledge of the topic
under discussion and moreover, apply the learned theories practically.
The researchers who will study same or similar topic may also take guidance from the
results of the study.
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CHAPTER 2
CONCEPTUAL REVIEW
2.1) Marketing mix
Product:MilkPak has a brand image in the mind of consumer as handpicked close to the bud for best
quality and finest taste. They believe that quality is a way of life to them.
Price:MilkPak never compromised on quality so they adopted value based pricing.
Place: MilkPak has distribution network across Pakistan.
Its popularity in Pakistan make it No.1 Brand in country.
It is available at more than 180000 outlets in Pakistan
Promotion:Promotion of MilkPak is done by advertising campaigns on T.V, radio, bill boards etc. and
personnel selling, sales promotions, internet marketing, co-branding etc.
The promotional techniques of MilkPak are quite successful
They are creating awareness about their product which is their prime task
Resulting in boosting up their market share and profits
7
2.2) Market segmentation strategiesThey target the urban areas of Pakistan who come in the category of average middle class
or above people. MilkPak’s target market involves both genders
2.3) Target marketing strategiesTargeting a segment means the company is making a selection and targeting a certain
group of consumers or buyers for its product or services. Evaluation of different segments that
companies make is most critical before targeting any segment, every company have its own
criteria of selecting a segment such as size, potentiality of growth, profitability, economies of
scale, or low risk in the segment. MilkPak has target different market segments.
MilkPak basically has targeted the urban areas and has concentrated on the upper and
middle classes. Therefore despite the fact that it uses a mass marketing approach it can easily be
denoted that this product is catered to a particular segment. Today as both men and women
consume equal amounts of the age group segment selected for MilkPak is for all age group for
they want to target those people who are young, trendy and cosmopolitan.
2.4) Customer Satisfaction DefinitionCustomer satisfaction is the degree to which a customer feels satisfied after using a
particular product.
2.5) Dimensions of Customer Satisfaction MilkPak is very much reliable in terms of taste and quality. Consumers of MilkPak
will feel the same taste of the product when they use it time and again.
The customers of MilkPak are assured of the taste and quality they perceive.
MilkPak is the market leader.
Empathy is the capacity to understand what another person is experiencing from
within the other person's frame of reference i.e., the capacity to place oneself in
8
another's shoes. All the customers of MilkPak feels similar type of satisfaction by
using the product.
2.6) Customer acquisition and retention procedureMilkPak converts new customers and secures their loyalty through a corporate emphasis
on customer service.
2.8) Brand Delivery ExperienceMilkPak is highly reliable and provide the same quality and taste when used time and
again.
2.9) Complaint resolution / Grievance Handling They have a very efficient complaint resolution and handling system.
2.10) Overall SatisfactionCustomers of MilkPak mostly gets satisfied due to high quality and unique taste.
Drinking MilkPak is a way for the consumers to feel great in mind and body; to feel good about
themselves and the world around them. MilkPak allows its consumers to be the best that they can
be and to stay healthy.
2.11) Brand LoyaltyBrand loyalty is a central construct to marketing. Keeping the consumer satisfied, and
loyal enough to frequently purchase just one brand, is more difficult in today’s marketplace than
ever before. But today, major brands are experiencing heightened brand loyalty due to the
growing popularity of the brand as a collectible. The main theme of this project was to compare
customer’s brand loyalty & satisfaction level of two main brands. We know that cultivating, and
then developing, brand loyalty and customer satisfaction have always been top priorities for
marketers.
9
2.12) Brand EquityMajority of the market share of market has been captured by MilkPak. They are the
market leader and have most satisfied customers as compare to its competitors like Olper’s,
Tarang and Good Milk etc.
10
CHAPTER 3
COMPETITOR ANALYSIS
3.1) Marketing mix
Products:Olper’s being a successful brand enjoys strong demand overall in Pakistan due to several
reasons. The prime reason is that it is a brand which is consumed mostly in urban areas of
Pakistan e.g. metropolitan cities of Pakistan like Karachi, Lahore, Islamabad, Faisalabad,
Multan, Hyderabad etc. and in rural areas, it has low demand. The main reason of its high
demand in urban areas is that the majority of middle and upper class give preference to taste and
quality.
Price: They have competitive prices.
Place: Olper’s has distribution network across Pakistan.
Its popularity in Pakistan make it No.2 Brand in country.
It is available in most urban cities of Pakistan
Promotion:Promotion of Olper’s is done by advertising campaigns on T.V, radio, bill boards etc. and
personnel selling, sales promotions, internet marketing, co-branding etc.
The promotional techniques of Olper’s are quite successful11
They are creating awareness about their product which is their prime task
Resulting in boosting up their market share and profits
3.2) Market segmentation strategiesThey target the urban areas of Pakistan who come in the category of average middle class
or above people. Olper’s target market involves both genders who are above than the age of 20
years.
3.3) Target marketing strategiesOlper’s has mainly targeted the urban areas and has concentrated on the upper and middle
classes. Today as both men and women consume equal amounts of the age group segment
selected for Olper’s is for all age group for they want to target those people who are young,
trendy and cosmopolitan.
3.4) Customer Satisfaction DefinitionCustomer satisfaction is the degree to which a customer feels satisfied after using a
particular product.
3.5) Dimensions of Customer Satisfaction Olper’s is very much reliable in terms of taste and quality.
Consumers of Olper’s will feel the same taste of the product when they use it time
and again.
The customers of Olper’s are assured of the taste and quality they perceive.
Empathy is the capacity to understand what another person is experiencing from
within the other person's frame of reference i.e., the capacity to place oneself in
another's shoes. All the customers of Olper’s feels similar type of satisfaction by
using the product.
12
3.6) Customer acquisition and retention procedureOlper’s converts new customers and secures their loyalty through a corporate emphasis
on customer service.
3.7) Brand Delivery ExperienceOlper’s is highly reliable and provide the same quality and taste when used time and
again.
3.8) Complaint resolution / Grievance Handling They have a very efficient complaint resolution and handling system.
3.9) Overall SatisfactionCustomers of Olper’s mostly gets satisfied due to high quality and unique taste.
Drinking Olper’s is a way for the consumers to feel great in mind and body; to feel good about
themselves and the world around them. Olper’s allows its consumers to be the best that they can
be and to stay engaged and connected.
3.10) Brand LoyaltyBrand loyalty is a central construct to marketing. Keeping the consumer satisfied, and
loyal enough to frequently purchase just one brand, is more difficult in today’s marketplace than
ever before. But today, major brands are experiencing heightened brand loyalty due to the
growing popularity of the brand as a collectible. The main theme of this project is to compare
customer’s brand loyalty & satisfaction level of two main brands. We know that cultivating, and
then developing, brand loyalty and customer satisfaction have always been top priorities for
marketers.
3.11) Brand Equity
13
Olper’s has captured the second highest market share of market in Pakistan. They are at
no. 2 in milk business and have very satisfied customers as compare to its competitors like
Tarang, Good Milk and Safe Milk etc.
14
CHAPTER 4
METHODOLOGY
4.1) Data collection sources:
There are two sources of data collection i.e. primary sources and secondary sources and
due to the nature and scope of the study, it consisted of both sources of data collection.
4.1.1) Primary sources:
Primary sources are those sources from which data is collected in raw form and then
processed and analyzed with the help of statistical tools to get useful results. In this study,
customers of MilakPak and Olper’s were the primary source of data collection.
4.1.2) Secondary sources:
Secondary sources are those sources where information is readily available in an
understandable form and can be used as reference purpose to improve the quality of research. In
this study, the secondary sources of this project consisted of relevant books, journals, articles and
websites etc.
4.2) Data collection tools:
The study used questionnaire as a data collection tool.
The researcher adopted a questionnaire which best suits the nature and scope of the study.
The researcher did not developed a questionnaire on the topic under study due to validity and
authenticity issue.
15
The adopted questionnaire consisted of Liker scale. It was expected that Likert scale helps in
more accurate results as the respondents have to choose any one of the given options for each
question and assessment and an analysis of responses in Likert scale is also relatively easy
while applying statistical tools.
Only close ended questions was included. It was expected that incase of close ended
questions, assessment, analysis and interpretation of the collected data will be relatively easy
as compare to open ended questions where respondents will give different views and hence
will be difficult to assess, analyze and interpret.
4.3) Subjects/Participants:
4.3.1) Target population:
The target population will be customers of either or both brands which are expected to be
in thousands or may be in millions.
4.3.2) Sample size:
Sample size consisted of 120 customers in total of both brands i.e. 60 customers of
MilkPak and 60 customers of Olper’s. Both genders were included in no specific ratio.
At initial stage, it was planned to target 150 customers of both brands but due to shortage
of time and unresponsive attitude of the customers, sample was reduced to 120 employees i.e. 60
customers of each brand.
4.3.3) Sampling technique:
Keeping in view time and financial constraints and convenience of the researcher,
convenience sampling was be used.
4.4) Fieldwork/Data Collection:
4.4) Fieldwork/Data Collection:
16
As both selected brands are easily available in almost all local markets in Rawalpindi and
Islamabad, so, the researcher visited different local markets of Rawalpindi and Islamabad
to collect required primary data.
The researcher visited the said markets on daily basis till 75 customers of each brand are
targeted. Overall, one week time was planned for collection of primary data.
The researcher provided them the questionnaire by hand and requested them to fill it on
the spot and once they provided their response, questionnaire was collected back.
The respondents were also given a brief explanation of the purpose of data collection so
that they can have a better idea and provide more appropriate responses.
4.5) Data Processing and analysis:
Once the data was collected through questionnaire, it was recorded in work sheet using
MS Excel. SPSS was also used to perform required statistical analysis and calculations.
Descriptive statistical technique was used.
Frequency of responses in terms of numbers and percentage were calculated to know
least preferred choice and most preferred choice for each question.
Overall, it was also be calculated how many have shown strongly agreed, agreed, neutral,
disagree and strongly disagree response (in terms of numbers and percentage).
Mean was also calculated to know overall loyalty and satisfaction level of both selected
brands and to make comparison.
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CHAPTER 5
DATA ANALYSIS
Question No. 1: I am loyal with my products as I always have good experience with the use
of my selected product.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentAgree 39 65 65 65
Strongly Agree 21 35 35 100Total 60 100 100
Disagree 1 2 2 2Uncertain 6 10 10 12
Agree 38 63 63 75Strongly Agree 15 25 25 100
Total 60 100 100
Olper's
Q # 1: I am loyal with my products as I always have good experience with the use of my selected product
Product of the respondentMilkPak
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
020406080
100120
3921
60
1 6
3815
606535
100
2 10
63
25
100
Q # 1
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
18
Interpretation:
MilkPak:
It can be observed from the above table and chart that 21 (35%) customers have shown strongly
agree response and 39 (65%) customers have shown an agree response. Not even a single
customer have shown uncertain, disagree and strongly disagree response which shows that all the
customers have a higher level of agreement towards the asked statement. This can be due to the
fact that customers of MilkPak are loyal with the product they use and they have a good
experience with it. They seems to be highly satisfied in this regard.
Olper’s:
It can be observed from the above table and chart that 15 (25%) customers have shown strongly
agree response and 38 (63%) customers have shown an agree response and 6 (10%) customers
have shown an uncertain response and just 1 (2%) customer have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s are loyal with the product they use and they have
a good experience with it. They seems to be highly satisfied in this regard.
19
Question No. 2: I am loyal with my products as my selected product always serve the
purposes for which I use.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentAgree 30 50 50 50
Strongly Agree 30 50 50 100Total 60 100 100
Disagree 3 5 5 5Uncertain 14 23 23 28
Agree 9 15 15 43Strongly Agree 34 57 57 100
Total 60 100 100
Olper's
Q # 2: I am loyal with my products as My selected product always serve the purposes for which I use
Product of the respondentMilkPak
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
020406080
100120
30 30
60
3 14 934
6050 50
100
523 15
57
100
Q # 2
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 30 (50%) customers have shown strongly
agree response and 30 (50%) customers have shown an agree response. Not even a single 20
customer have shown uncertain, disagree and strongly disagree response which shows that all the
customers have a higher level of agreement towards the asked statement. This can be due to the
fact that customers of MilkPak are loyal with the product they use as they feel that their selected
product always serve the purposes for which they use it. They seems to be highly satisfied in this
regard.
Olper’s:
It can be observed from the above table and chart that 34 (57%) customers have shown strongly
agree response and 9 (15%) customers have shown an agree response and 14 (23%) customers
have shown an uncertain response and just 3 (5%) customer have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s are loyal with the product they use as they feel
that their selected product always serve the purposes for which they use it. They seems to be
highly satisfied in this regard.
21
Question No. 3: I try new products launched in the market.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentStrongly Disagree 16 27 27 27
Disagree 30 50 50 77Uncertain 7 12 12 88
Agree 6 10 10 98Strongly Agree 1 2 2 100
Total 60 100 100Strongly Disagree 20 33 33 33
Disagree 25 42 42 75Uncertain 6 10 10 85
Agree 7 12 12 97Strongly Agree 2 3 3 100
Total 60 100 100
Olper's
Q # 3: I try new products launched in the market
Product of the respondentMilkPak
Stro
ngly
Dis
agre
e
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Stro
ngly
Dis
agre
e
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
40
80
120
1630
7 6 1
60
20 256 7 2
6027
50
12 10 2
100
33 4210 12 3
100
Q # 3
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 16 (27%) customers have shown strongly
disagree response and 30 (50%) customers have shown disagree response. 7 (12%) customers
22
have shown uncertain response. Just 6 (10%) and 1 (2%) customers have shown an agree
response and strongly agree response respectively which shows that most of the customers have
a higher level of disagreement towards the asked statement. This can be due to the fact that
customers of MilkPak are loyal with the product they use as they feel that their selected product
always serve the purposes for which they use it and do not try new products. They seems to be
highly satisfied with the product they are using.
Olper’s:
It can be observed from the above table and chart that 20 (33%) customers have shown strongly
disagree response and 25 (42%) customers have shown disagree response. 6 (10%) customers
have shown uncertain response. Just 7 (12%) and 2 (3%) customers have shown an agree
response and strongly agree response respectively which shows that most of the customers have
a higher level of disagreement towards the asked statement. This can be due to the fact that
customers of Olper’s are loyal with the product they use as they feel that their selected product
always serve the purposes for which they use it and do not try new products. They seems to be
highly satisfied with the product they are using.
23
Question No. 4: I am loyal with my products as my selected product holds good reputation
in the market.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 7 12 12 12Uncertain 8 13 13 25
Agree 31 52 52 77Strongly Agree 14 23 23 100
Total 60 100 100Disagree 6 10 10 10Uncertain 10 17 17 27
Agree 29 48 48 75Strongly Agree 15 25 25 100
Total 60 100 100
Olper's
Q # 4: I am loyal with my products as My selected product holds good reputation in the market
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
020406080
100120
7 831
14
60
6 1029
15
60
12 13
52
23
100
10 17
4825
100
Q # 4
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 14 (23%) customers have shown strongly
agree response and 31 (52%) customers have shown an agree response and 8 (13%) customers
have shown uncertain response. 7 (12%) customers have shown disagree response and not even a 24
single customers have shown strongly disagree response. Overall positive response shows that
most the customers have a higher level of agreement towards the asked statement. This can be
due to the fact that customers of MilkPak are loyal with the product they use as they feel that
their selected product have a good reputation in the market. They seems to be highly satisfied in
this regard.
Olper’s:
It can be observed from the above table and chart that 15 (25%) customers have shown strongly
agree response and 29 (48%) customers have shown an agree response and 10 (17%) customers
have shown an uncertain response and just 6 (10%) customer have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s are loyal with the product they use as they feel
that their selected product have a good reputation in the market. They seems to be highly
satisfied in this regard.
25
Question No. 5: I am loyal with my products as my selected product manufacturer
regularly add new features in his product.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 2 3 3 3Uncertain 5 8 8 12
Agree 27 45 45 57Strongly Agree 26 43 43 100
Total 60 100 100Strongly Disagree 1 2 2 2
Disagree 6 10 10 12Uncertain 10 17 17 28
Agree 22 37 37 65Strongly Agree 21 35 35 100
Total 60 100 100
Olper's
Q # 5: I am loyal with my products as My selected product manufacturer regularly add new features in his product
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Stro
ngly
Dis
agre
e
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
40
80
120
2 527 26
60
1 6 10 22 21
60
3 8
45 43
100
2 10 1737 35
100
Q # 5
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
26
Interpretation:
MilkPak:
It can be observed from the above table and chart that 26 (43%) customers have shown strongly
agree response and 27 (45%) customers have shown an agree response and just 5 (8%) customers
have shown uncertain response. Just 2 (3%) customers have shown disagree response and not
even a single customers have shown strongly disagree response. Overall positive response shows
that most the customers have a higher level of agreement towards the asked statement. This can
be due to the fact that customers of MilkPak are loyal with the product they use as they feel that
the manufacturer of their product regularly add new features in the product. They seems to be
highly satisfied in this regard.
Olper’s:
It can be observed from the above table and chart that 15 (25%) customers have shown strongly
agree response and 29 (48%) customers have shown an agree response and 10 (17%) customers
have shown an uncertain response and just 6 (10%) customer have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s are loyal with the product they use as they feel
that their selected product have a good reputation in the market and seems to be highly satisfied
in this regard.
27
Question No. 6: I am loyal with my products as I feel quality of my selected product
matches with the price I pay.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentUncertain 5 8 8 8
Agree 25 42 42 50Strongly Agree 30 50 50 100
Total 60 100 100Strongly Disagree 1 2 2 2
Disagree 3 5 5 7Uncertain 1 2 2 8
Agree 20 33 33 42Strongly Agree 35 58 58 100
Total 60 100 100
Olper's
Q # 6: I am loyal with my products as I feel quality of my selected product matches with the price I pay
Product of the respondentMilkPak
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Stro
ngly
Dis
agre
e
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
40
80
120
525 30
60
1 3 120
3560
8
42 50
100
2 5 233
58
100
Q # 6
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
28
Interpretation:
MilkPak:
It can be observed from the above table and chart that 30 (50%) customers have shown strongly
agree response and 25 (42%) customers have shown an agree response and just 5 (8%) customers
have shown uncertain response and not even a single customers have shown disagree and
strongly disagree response. Overall positive response shows that most the customers have a
higher level of agreement towards the asked statement. This can be due to the fact that customers
of MilkPak are loyal with the product they use as they feel that the quality of their selected
product matches with the price they pay. They seems to be highly satisfied in this regard.
Olper’s:
It can be observed from the above table and chart that 35 (58%) customers have shown strongly
agree response and 20 (33%) customers have shown an agree response and just 1 (2%) customers
have shown an uncertain response and 3 (5%) customers have shown disagree response and just
1 (2%) customer have shown strongly disagree response. Overall positive response shows that
most of the customers have a higher level of agreement towards the asked statement. This can be
due to the fact that customers of Olper’s are loyal with the product they use as they feel that the
quality of their selected product matches with the price they pay. They seems to be highly
satisfied in this regard.
29
Question No. 7: I am loyal with my products and will continue to purchase my selected
product even if its price will increase.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 1 2 2 2Uncertain 1 2 2 3
Agree 17 28 28 32Strongly Agree 41 68 68 100
Total 60 100 100Disagree 5 8 8 8Uncertain 9 15 15 23
Agree 22 37 37 60Strongly Agree 24 40 40 100
Total 60 100 100
Olper's
Q # 7: I am loyal with my products and will continue to purchase my selected product even if its price will increase
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
20
40
60
80
100
120
1 117
4160
5 922 24
60
2 2
28
68
100
8 15
37 40
100
Q # 7
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
30
Interpretation:
MilkPak:
It can be observed from the above table and chart that 41 (68%) customers have shown strongly
agree response and 17 (28%) customers have shown an agree response and just 1 (2%) customer
have shown uncertain response and just 1 (2%) customer have shown disagree response and not
even a single customers have shown strongly disagree response. Overall positive response shows
that most the customers have a higher level of agreement towards the asked statement. This can
be due to the fact that customers of MilkPak are loyal with the product they use as they feel that
they will continue to purchase the selected product even if its price will increase. They seems to
be highly satisfied in this regard.
Olper’s:
It can be observed from the above table and chart that 24 (40%) customers have shown strongly
agree response and 22 (37%) customers have shown an agree response and 9 (15%) customers
have shown an uncertain response and 5 (85%) customers have shown disagree response and not
even a single customers have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s are loyal with the product they use as they feel
that they will continue to purchase the selected product even if its price will increase. They
seems to be highly satisfied in this regard.
31
Question No. 8: I am satisfied with my selected product.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 1 2 2 2Uncertain 8 13 13 15
Agree 37 62 62 77Strongly Agree 14 23 23 100
Total 60 100 100Disagree 6 10 10 10Uncertain 7 12 12 22
Agree 18 30 30 52Strongly Agree 29 48 48 100
Total 60 100 100
Olper's
Q # 8: I am satisfied with my selected product
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
20
40
60
80
100
120
1 8
37
14
60
6 718
29
60
213
62
23
100
10 12
30
48
100
Q # 8
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 14 (23%) customers have shown strongly
agree response and 37 (62%) customers have shown an agree response and 8 (2%) customer 32
have shown uncertain response and just 1 (2%) customer have shown disagree response and not
even a single customers have shown strongly disagree response. Overall positive response shows
that most the customers have a higher level of agreement towards the asked statement. This can
be due to the fact that customers of MilkPak are loyal with the product they use and seems to be
highly satisfied.
Olper’s:
It can be observed from the above table and chart that 29 (48%) customers have shown strongly
agree response and 18 (30%) customers have shown an agree response and 7 (12%) customers
have shown an uncertain response and 6 (10%) customers have shown disagree response and not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s are loyal with the product they use and seems to
be highly satisfied.
33
Question No. 9: I made the right decision while purchasing me product.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentUncertain 2 3 3 3
Agree 33 55 55 58Strongly Agree 25 42 42 100
Total 60 100 100Strongly Disagree 2 3 3 3
Disagree 2 3 3 7Uncertain 3 5 5 12
Agree 13 22 22 33Strongly Agree 40 67 67 100
Total 60 100 100
Olper's
Q #9: I made the right decision while purchasing me product
Product of the respondentMilkPak
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Stro
ngly
Dis
agre
e
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
20
40
60
80
100
120
2
3325
60
2 2 313
40
60
3
5542
100
3 3 522
67
100
Q # 9
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 25 (42%) customers have shown strongly
agree response and 33 (55%) customers have shown an agree response and just 2 (3%) customer
34
have shown uncertain response and not even a single customer have shown disagree and strongly
disagree response. Overall positive response shows that most the customers have a higher level
of agreement towards the asked statement. This can be due to the fact that customers of MilkPak
are loyal with the product they use and they feel that they made the right decision while
purchasing the product. They seems to be highly satisfied in this regard.
Olper’s:
It can be observed from the above table and chart that 40 (67%) customers have shown strongly
agree response and 13 (22%) customers have shown an agree response and 3 (5%) customers
have shown an uncertain response and 2 (3%) customers have shown disagree response and 2
(3%) customers have shown strongly disagree response. Overall positive response shows that
most of the customers have a higher level of agreement towards the asked statement. This can be
due to the fact that customers of Olper’s are loyal with the product they use and they feel that
they made the right decision while purchasing the product. They seems to be highly satisfied in
this regard.
35
Question No. 10: My experiences of using my selected product has always been good.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 5 8 8 8Uncertain 8 13 13 22
Agree 22 37 37 58Strongly Agree 25 42 42 100
Total 60 100 100Disagree 7 12 12 12Uncertain 9 15 15 27
Agree 19 32 32 58Strongly Agree 25 42 42 100
Total 60 100 100
Olper's
Q # 10: My experiences of using my selected product has always been good
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
20
40
60
80
100
120
5 822 25
60
7 919 25
60
8 13
37 42
100
12 15
3242
100
Q # 10
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
36
Interpretation:
MilkPak:
It can be observed from the above table and chart that 25 (42%) customers have shown strongly
agree response and 22 (37%) customers have shown an agree response and just 8 (13%)
customer have shown uncertain response and just 5 (8%) customers have shown disagree
response. Not even a single customer have shown strongly disagree response. Overall positive
response shows that most the customers have a higher level of agreement towards the asked
statement. This can be due to the fact that customers of MilkPak feel that their experiences of
using the selected product has always been good. They seems to be highly satisfied in this
regard.
Olper’s:
It can be observed from the above table and chart that 25 (42%) customers have shown strongly
agree response and 19 (32%) customers have shown an agree response and 9 (15%) customers
have shown an uncertain response and 7 (12%) customers have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s feel that their experiences of using the selected
product has always been good. They seems to be highly satisfied in this regard.
37
Question No. 11: I recommend my product to others.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 1 2 2 2Agree 23 38 38 40
Strongly Agree 36 60 60 100Total 60 100 100
Disagree 1 2 2 2Uncertain 14 23 23 25
Agree 18 30 30 55Strongly Agree 27 45 45 100
Total 60 100 100
Olper's
Q # 11: I recommend my product to others
Product of the respondentMilkPak
Disa
gree
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
020406080
100120
123
36
60
114 18 27
60
2
3860
100
223 30
45
100
Q # 11
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
38
Interpretation:
MilkPak:
It can be observed from the above table and chart that 36 (60%) customers have shown strongly
agree response and 23 (38%) customers have shown an agree response and just 1 (2%) customer
have shown disagree response. Not even a single customer have shown an uncertain and strongly
disagree response. Overall positive response shows that most the customers have a higher level
of agreement towards the asked statement. This can be due to the fact that customers of MilkPak
feel that their experiences of using the selected product has always been good and they will
recommend this product to others as well.
Olper’s:
It can be observed from the above table and chart that 27 (45%) customers have shown strongly
agree response and 18 (30%) customers have shown an agree response and 14 (23%) customers
have shown an uncertain response and just 1 (2%) customer have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most of the customers have a higher level of agreement towards the asked statement. This
can be due to the fact that customers of Olper’s feel that their experiences of using the selected
product has always been good and they will recommend this product to others as well.
39
Question No. 12: I purchase same product time and again.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 4 7 7 7Uncertain 5 8 8 15
Agree 25 42 42 57Strongly Agree 26 43 43 100
Total 60 100 100Strongly Disagree 3 5 5 5
Disagree 2 3 3 8Uncertain 5 8 8 17
Agree 38 63 63 80Strongly Agree 12 20 20 100
Total 60 100 100
Olper's
Q # 12: I purchase same product time and again
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Stro
ngly
Dis
agre
e
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
020406080
100120
4 525 26
60
3 2 5
3812
60
7 8
42 43
100
5 3 8
63
20
100
Q # 12
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 26 (43%) customers have shown strongly
agree response and 25 (42%) customers have shown an agree response and 5 (8%) customers
40
have shown an uncertain response and just 4 (7%) customer have shown disagree response. Not
even a single customer have shown strongly disagree response. Overall positive response shows
that most the customers have a higher level of agreement towards the asked statement. This can
be due to the fact that customers of MilkPak feel that their experiences of using the selected
product has always been good and they purchase same product time and again.
Olper’s:
It can be observed from the above table and chart that 12 (20%) customers have shown strongly
agree response and 38 (63%) customers have shown an agree response and 5 (8%) customers
have shown an uncertain response and just 2 (3%) and 3 (5%) customers have shown disagree
and strongly disagree response respectively. Overall positive response shows that most of the
customers have a higher level of agreement towards the asked statement. This can be due to the
fact that customers of Olper’s feel that that their experiences of using the selected product has
always been good and they purchase same product time and again.
41
Question No. 13: I never felt the need to replace my current product with some other one.
Analysis Table:
Frequency Percent Valid PercentCumulative
PercentDisagree 5 8 8 8Uncertain 2 3 3 12
Agree 21 35 35 47Strongly Agree 32 53 53 100
Total 60 100 100Disagree 7 12 12 12Uncertain 8 13 13 25
Agree 4 7 7 32Strongly Agree 41 68 68 100
Total 60 100 100
Olper's
Q # 13: I never felt the need to replace my current product with some other one
Product of the respondentMilkPak
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
Disa
gree
Unc
erta
in
Agre
e
Stro
ngly
Agr
ee
Tota
l
MilkPak Olper's
0
20
40
60
80
100
120
5 2
2132
60
7 8 4
41
60
8 3
3553
100
12 13 7
68
100
Q # 13
Frequency Percent
Responses
Freq
uenc
y of
resp
onse
s
Interpretation:
MilkPak:
It can be observed from the above table and chart that 32 (53%) customers have shown strongly
agree response and 21 (35%) customers have shown an agree response and 2 (3%) customers
42
have shown an uncertain response and 5 (8%) customer have shown disagree response. Not even
a single customer have shown strongly disagree response. Overall positive response shows that
most the customers have a higher level of agreement towards the asked statement. This can be
due to the fact that customers of MilkPak feel high level of satisfaction with the existing product,
so, they never felt the need to replace their current product with some other one.
Olper’s:
It can be observed from the above table and chart that 41 (68%) customers have shown strongly
agree response and 4 (7%) customers have shown an agree response and 8 (13%) customers have
shown an uncertain response and 7 (12%) customers have shown disagree response. Not even a
single customer have shown strongly disagree response. Overall positive response shows that
most of the customers have a higher level of agreement towards the asked statement. This can be
due to the fact that customers of Olper’s feel high level of satisfaction with the existing product,
so, they never felt the need to replace their current product with some other one.
43
COMPARATIVE ANALYSIS OF BRAND LOYALTY AND CUSTOMER
SATISFACTION OF BOTH BRANDS:
PRODUCT OF THE RESPONDENT N MEAN
MilkPak
Brand Loyalty and Customer Satisfaction
60 3.53
Olper’s
Brand Loyalty and Customer Satisfaction
60 3.37
Interpretation:
It can be observed from the above table that the overall mean value of MilkPak is slightly higher
than the overall mean value of Olper’s. It depicts that customers of MilkPak are more satisfied
with their product.
It can be observed from the above table that the overall mean value of both selected brands have
a tendency towards 4; which shows that customers of both brands have good level of satisfaction
with their respective brands.
44
CHAPTER 6
CONCLUSION, RECOMMENDATIONS & LIMITATIONS
6.1) Conclusion:MilkPak and Olper’s are two of the Pakistan’s leading and most loved brands. Their
strong brand equity appeals to customers with their unique history and availability in most cities
of Pakistan so consumers know and trust it. MilkPak is the market leader and Olper’s is at no. 2.
Presence and demand of both selected brands is high in urban areas and low in rural areas
and their market share from rural areas is also low due to lack of demand in rural areas. On the
other hand, they are mainly targeting families and individuals of middle and high income level
group and charging price accordingly. Due to the price differences, low income people are
choosing other brands like Tarang and Good Milk etc.
Advertisement campaigns of both brands are presenting the love and bonding among family
members i.e. they are giving a message that they bring families together.
On the basis of results of comparative analysis of brand loyalty and customer satisfaction
of both brands, it is concluded that the overall mean value of MilkPak is slightly higher than the
overall mean value of Olper’s. It depicts that customers of MilkPak are more satisfied with their
product. Overall brand loyalty and satisfaction level of customers of both brands was found mild.
6.2) Recommendations:
MilkPak needs to target rural areas as well as their presence and market share in rural areas is
quiet low due to low demand.
45
Olper’s needs to target rural areas as well as their presence and market share in rural areas is
quiet low due to low demand.
MilkPak needs to bring the prices at a competitive market level by reducing the prices as their
competitors are offering low price which is attracting low income people.
Olper’s needs to bring the prices at a competitive market level by reducing the prices as their
competitors are offering low price which is attracting low income people.
Advertisement campaigns of both brands mainly focuses on middle and high social class. So,
they need to include lower middle class and lower class in their advertisement campaigns as
their competitors are doing and targeting lower middle class and lower class.
The current market segmentation of both brands does not include low income people. They need
to include low income people in their market segmentation and target market as well in order to
increase their market share.
As, advertisement campaigns of both brands are presenting the love and bonding among family
members i.e. they are giving a message that they bring families together but they are ignoring
the so many other things like friendship, love and bonding among college and university
students and office colleagues etc. So, it is recommended that they should also add the stated
factors in their ads.
6.3) Limitations:
Following were the limitations of the study:
Scope of study was limited to the brand loyalty and customer satisfaction of MilkPak and
Olper’s .
Time and financial constraints
Reluctance or hesitation of participants to participate in the study
46
SECTION-II
Introduction of the Student
Muhammad Naveed Jafar At present, Working as Retail sales executive in Wi-Tribe since 2009 to till date Worked in Faysal bank from 2007 to 2008 Total working experience is 8year Last Degree is B.com 2006 from Rawalpindi College of commerce (Punjab
University)
47
References:
Aaker, and David, A. (1991). “Managing Brand Equity: Capitalizing On the Value of
BrandName”, The Free Press: New York.
Dick, A.S. and Basu, K. (1994). Customer loyalty: toward an integrated conceptual
framework, Journal of Academy of Marketing Science, 22 (2), pp. 99-113.
Fitzell, P. (1998). The Explosive Growth of Private Labels in North America, Global
Books, New York, NY.
Fornell, C. (1992). “A national customer satisfaction barometer: the Swedish
experience”, Journal of Marketing, 56 (1), pp. 6-21.
Gwinner, K.P., Gremler, D.D. and Bitner, M.J. (1998). “Relational benefits in service
industries: the customer‘s perspective”, Journal of the Academy of Marketing Science, 2
(2), pp. 101-14.
Hagen, D.A. and Matthews, B. (2001). “The impact of store image and shopping
involvement on store loyalty in a clothes purchasing context”, Proceedings of the Annual
Academy of Marketing Conference, Cardiff University, 1-4 July.
Linton, I. (1993). Building Customer Loyalty. Pitman Publishing, pp. 1-10.
Reynolds, K. and Arnold, M. (2000). “Customer loyalty to the salesperson and the store:
examining relationship customers in an upscale retail context”, Journal of Personal
Selling & Sales Management, Vol. 20, pp. 89-97.
Reynolds, K. and Beatty, S. (1999). “Customer benefits and company consequences of
customer-salesperson relationships in retailing”, Journal of Retailing, 75 (1), pp. 11-32.
Rowley, J. (2005). “The four Cs of customer loyalty”, Marketing Intelligence&
Planning, 23 (6), pp. 574-81.
Zeithaml, V., Berry, L. and Parasuraman, A. (1996). “The behavioral consequences of
service equality”, Journal of Marketing, 60 (2), pp. 31-46.
48
APPENDIX
QUESTIONNAIRE
Dear Respondent,
You have been selected as part of my research study regarding Brand Loyalty and Customer Satisfaction. You are requested to fill in the below questionnaire containing few simple questions regarding my research study. I assure, your provided information will be kept in confidence & will be used only for my research purposes.
Also I will highly appreciate your valuable coordination & time spending with me.
SECTION I
Personal Information Area
Your’ Age:
i. 16~25ii. 26~30iii. 31~35iv. 36~40v. 41~45vi. 46 yrs & Above
Your’ Education:
i. Matriculationii. Intermediateiii. Graduationiv. Masters
Your’ Occupation: (if working) _________________
Your’ Monthly income:
i. 10000~15000ii. 15001~20000iii. 20001~25000iv. 25001 and above
SECTION II49
Which brand do you use?
1) Olper’s
2) Milk Pak
3) Others
Questions Strongly Agree
Disagree Neutral Agree Strongly Agree
I am loyal with my products as I always have good experience with the use of my selected product
1 2 3 4 5
I am loyal with my products as My selected product always serve the purposes for which I use
1 2 3 4 5
I try new products launched in the market
1 2 3 4 5
I am loyal with my products as My selected product holds good reputation in the market
1
I am loyal with my products as My selected product manufacturer regularly add new features in his product
1 2 3 4 5
I am loyal with my products as I feel quality of my selected product matches with the price I pay
1 2 3 4 5
I am loyal with my 1 2 3 4 550
products and will continue to purchase my selected product even if its price will increase
I am satisfied with my selected product
1 2 3 4 5
I made the right decision while purchasing me product
1 2 3 4 5
My experiences of using my selected product has always been good
1 2 3 4 5
I recommend my product to others
1 2 3 4 5
I purchase same product time and again
1 2 3 4 5
I never felt the need to replace my current product with some other one
1 2 3 4 5
SECTION III
Your’ Opinion Area
(Here you are free to express any sort of feelings related with your telecom services.
At the end, we are once again thankful to you for your due coordination throughout this questionnaire filling once again we assure, your provided information will be used only for our research purposes & will be kept very confidential once for all.
51
Best Regards & Take Care
52