A Study Assessing the Brand Loyalty Creation by Promotion Mix for KOTON Brand

Abstract

Today, the competitive markets are full of similar products and goods which sometimes do not have any physical differences also. Therefore, there is a need for the companies to develop a specific feature which makes their brand distinguishable from the commonly available products in the same category. Research problem observed was to have the conceptual verification for promotion mix impact on creation of brand loyalty in the specific case of KOTON brand. The research has adopted the quantitative research method where the design of research is descriptive. Simple random sampling technique of probability sampling is applied for choosing respondents with sample size of 216 respondents. A survey instrument has been adopted to collect the data which comprises of two sections; the first section is of demographic information (Gender, Age, Marital Status, Level of Education and Family Income). The second section is related to Sales Promotion activities (Advertising: Item 1 - Item 4; Sales Promotion: Item 5 - Item 8; Public Relation: Item 9 - Item 12, and Personal Selling: Item 13 – Item 16) and Brand Loyalty consisting of Item 17 - Item 21. The scope of the study is well defined where conceptual scope is promotion mix and brand loyalty, industrial scope chosen is KOTON brand, and the geographic scope is taken as the Kurdistan region for the present study. Data analysis performed using SPSS 24 for statistical tests includes Percentage, Frequency, One sample T-test, Correlation and Regression. Research problem got the solution fulfilling research objectives formulated as the Brand Loyalty of consumers towards KOTON brand. Promotion Mix has shown the highest effect (B) on Brand Loyalty with .472, and the correlation is (Beta) .275. The four variables tested with respect to Brand Loyalty and they justified that Personal Selling has the highest B value (.451) and Beta .315. Public Relation is the second important variable followed by Advertising with a comparatively lower B and