Product Brand Loyalty Research Articles

Pengaruh Product Brand Loyalty dan Purchase Decision Sepeda Motor:

This research is testing the influence between product brand loyalty and automotive customer purchasing decisions. The study focused on a comparative analysis of two well-known motorcycle brands, namely YAMAHA and HONDA and the various influences on loyalty. A cross-sectional quantitative research design was used in this study. In today's competitive business world, now most of the marketers and manufacturers of various brands have faced many variables in which they can not only influence the purchasing decisions of their customers but also secure their buying preferences. The variables used and relevant to this research are product brand loyalty, perceived quality, price, and purchasing decisions. The findings of this study indicate that these variables play an important role in improving the purchasing decisions of automotive customers and hence, increasing sales, growth and profitability of automotive companies. These companies end up building long-term relationships with their current and future car users by building strong brands.
 Keywords: Product Brand Loyalty, Purchase Decision, Price Perception, Quality, Automotive Industry

Product Brand Loyalty and Purchase Decision

The present study was an examination of the relationship between product brand loyalty and purchase decision of automotive customers. The study focused on comparative analysis of two famous brands of automobile i-e Honda City and Toyota Corolla Xli and the various effects of product brand loyalty on purchase decision of automotive customers. A cross sectional quantitative research design was employed in the research study. In today’s competitive business world, now most of the marketers and manufacturers of various brands have encountered with multiple variables through which they can not only influence the purchase decision of their customers but also secure their buying preferences. The variables that are used and relevant to this study are product brand loyalty, perceived quality, price, and purchase decision. During examination of the relationship between these variables, study investigated that there is a positive association between product brand loyalty, product perceived quality, price and purchase decision.