Brand Image & Brand Loyalty

Abasyn Journal of Social Sciences Vol.3. No.1

BRAND IMAGE AND BRAND LOYALTY Mu ammad S afi! "ul1#$ %r &ar'and Ali Jan## %r (adar Ba)s Baloc Mu ammad &a eem Jan### & Mu ammad &aroo! Jan#### Abstract
This study was conducted to determine the level of brand loyalty and image, to examine interactive role of those factors that determines brand image and loyalty, to determine level of brand loyalty and image of Toyota car users and to suggest measures for developing brand loyalty in district Peshawar. The data was collected through questionnaire from a sample of 100 Toyota car users that were selected through convenience sampling method. The results were analyzed on the basis of hi!"quare #x$% test to determine the differences among the group factors. The study on the basis of the results of the test statistics showed that &rand 'mage and (oyalty was highly insignificant with age group, level of education, point of purchase and repeat purchase duration. )hile it was observed by the results of the test statistics that brand image and loyalty was highly significant with brand choice of Toyota, level of satisfaction of the use of product, different feature of the product, coloring scheme of Toyota brand, the repeat purchase frequency of the product in contact and different societal factors associated with the product. The study recommended that the Toyota if want to remain on the top is required to adopt a lean and green mar*eting strategy against its main competitors, Toyota management should focus on consumer satisfaction, Toyota must beware of arrogance. The study also recommends that for Toyota, it is important to be able to establish supply chain management systems.

Keywords: Brand Image$ Brand Loyalty$ *oyota$ +ar users. Introduction Automoti,e industry in -a)istan as s o.n a glooming era in recent years. * ese trends a,e necessitated t e industry to customi'e t eir /rocess for de,elo/ing brand image and loyalty. -urc asing a car is a com/le0 buying be a,ior / enomena in consumer /urc asing decision ma)ing /rocess.

#. Mu ammad S afi!ue "ul$ Lecturer +1MSA* . %r &ar'and Ali Jan$ %irector IBMS$ Agriculture 2ni,ersity$ -es a.ar 3. %r (adar Ba) s Baloc $ Islamia +ollege 2ni,ersity$ -es a.ar. !bu'dar3ya oo.com
##

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In t e automoti,e industry$ global consolidation$ flat5to5de/ressed ,e icle demand$ declining loyalty$ and o,erca/acity issues are leading to fierce com/etition t at is resulting in lo.er /rices and eroding /rofit margins. Automoti,e manufacturers are scrambling to offer more features at lo.er costs and cou/ling t em .it t e most attracti,e financing o/tions offered to consumers in years. Li)e.ise$ consumers are better informed t an e,er before and in a muc more /o.erful negotiating /osition. &urt ermore$ t ey6,e become accustomed to !uic) results and indi,iduali'ed attention$ t an)s in /art to t e immediacy t e internet as /ro,o)ed in ot er industries. +li,e et al. 78993: stated t at$ t e automoti,e industry$ accustomed to addressing customer e0/ectations .it a res/onse t at calls for meeting a,erage rat er t an s/ecific customer demand$ finds itself unable to res/ond ade!uately to raised customer e0/ectations and indi,idual demands. *o fill t e ga/ bet.een . at customers .ant and . at as actually been /roduced$ t e manufacturers old a large su//ly of ,e icles in in,entory ; to gi,e t e customer a so5called c oice of ma)e$ color$ and o/tions /ac)ages ; and rely on e,er more costly sales incenti,es to el/ boost demand. < ile t ese initiati,es /romise cost sa,ings and faster res/onse to t e indi,idual customer$ t ey fail to address t e entire customer lifecycle o.ners i/ e0/erience. *o foster brand loyalty$ ,e icle manufacturers must no. .or) to im/ro,e t e customer e0/erience by ado/ting state5of5t e5art$ /ro,en customer relations i/ management systems and /rocesses. At ar$ 7899=: mentioned t at for automoti,e industry in -a)istan$ t ere are a lot of brand c oices of /assenger car to com/are and e,aluate before ma)ing a /urc ase decision. <it t e se,ere com/etition among t e car com/anies. It is ,ery critical to understand t e customer re!uirement and /ro,ide t e /roducts t at satisfy t e customer needs and lead t em to final ste/ of /urc asing t e car. * e local -a)istan ,e icle industry demonstrated ,ery im/ressi,e gro.t of >=.?

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Brand Image & Brand Loyalty

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/ercent o,er t e /ast fiscal year 78994:$ due mainly to gro.t in demand fuelled by t e a,ailability of consumer credit and lo. interest rate loans. * e go,ernment of -a)istan is also ta)ing action to boost t e auto industry. * e boom began in 8998 . en t e ban)ing sector started gi,ing out auto loans at lo. interest rates. -a)istan as 499 ,endors t at meet t e car manufacturing re!uirements. * ese ,endors in,est in t e latest tec nology and e0/ertise. Since 8991598 t e automobile mar)et is gro.ing ra/idly by o,er >9 /ercent /er annum and if an a,erage annual gro.t of 39 /ercent is maintained$ -a)istan6s mar)et .ill cross t e milestone of 499$999 units by t e year 8919$ according to &inance Ministry6s latest sur,ey in 899=. -roduction of cars in first nine mont s of 89945 9= increased from @?$19> to 118$>?@ units. Anot er 1=$@@4 different ty/es of ,e icles .ere im/orted during July 8994 to &ebruary 899= under transfer of residence$ baggage and gift sc emes as com/ared to only 4$1?? units in t e same /eriod last year$ s o.ing an increase of 839 /ercent. * e rise in automobile demand as resulted in increased /roduction$ gi,ing a ealt y im/etus to t e industrial out/ut and also generating o//ortunities for im/orted auto /artsAmaterials and foreign auto /arts ma)ing mac inery. The Sta es o! the Buyin Decision "rocess According to Botler$ 71CC?: t e buying decision /rocess consists of fi,e stagesD /roblem recognition$ information searc $ e,aluation and selection of alternati,es$ decision im/lementation$ and /ost5/urc ase e,aluation. But t is is not t e caseD +onsumers may s)i/ or re,erse some stages.

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#i ure $ %:

The &onsu'er In!or'ation "rocessin Mode( -roblem Gecognition

Information Searc

H,aluation and Selection of Alternati,es

%ecision Im/lementation

-ost5-urc ase H,aluation

SourceD Botler 1CC?

O)*ecti+es o! the Study:

* e /ur/ose of t is researc .as to describe as t e follo.ing

brand loyalty and image .it t e conte0t of customer satisfaction to.ard t e consumer /urc asing decision ma)ing. Eence t e researc obFecti,esD *o e0/lore factors for brand loyalty and image. *o determine le,el of brand loyalty and image of *oyota +ar users. *o e0amine interacti,e role of t ose factors t at determines brand image and loyalty. *o suggest measures for de,elo/ing brand loyalty.

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Sco,e o! the Study:

* is researc

focused on res/ondents . o .ere

/assenger car users. * e researc /ro,ided fruitful information about *oyota car usage$ ac!uisition and brand /reference to *oyota customers. Li'itation o! the Study: In t is researc $ t e researc er e0amined factors res/onsible for brand loyalty of t e /roduct to customers6 satisfaction$ brand image and brand /reference of t e /roduct t at is *oyota +ar. * e study focuses on only t e /assenger car mar)etI does not include t e ot er ,e icle ty/es. In additional$ t is study does not co,er all /ro,inces of -a)istan.

Re+iew o! the Re(ated Literature S o//ing around can be time5 and energy5consuming$ and consumers do not al.ays /ossess enoug /roduct )no.ledge to ensure t e best buy. 2nder suc circumstances$ consumers usually go by .ell5)no.n brands$ . ic may result in ig er costs but re!uires less researc efforts. * us$ brand image not only affects o. consumers ,ie. a /roduct but as t e benefit of lo.ering /urc ase ris)s 7London et al. 1CC@:. Brand management as become increasingly im/ortant$ gi,en t e ra/id c ange of t e global mar)et and ele,ation of com/etition. Hffecti,e brand management creates clear /roduct differentiation$ consumer /reference and loyalty$ resulting in broadening mar)et s are. Aa)er$ 71CC1: belie,es brand establis ment and management s ould be not only one of t e o/erating focuses for maFor industries but ,ie.ed as a source of com/etiti,eness. &or consumers$ a brand /ro,ides a certain degree of /roduct guarantee.

* e success of a firm de/ends largely on its ca/ability to attract consumers to.ards its brands. In /articular$ it is critical for t e sur,i,al of accom/any to retain its current customers$ and to ma)e t em loyal to t e brand. &ormer &ord Vice -resident Basil +oug lan$ estimates t at e,ery /ercentage /oint of loyalty is

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.ort

J199 million in /rofits to

is firm 7Serafin et al. 1CC>:$ and maFor

enter/rises li)e %el Monte$ Earley %a,idson and "eneral Motors are s/ending large sums of money to induce brand loyalty 7Mon'o$ 1CC>:. Hli'abet $ 7899>: states t at brand loyalty is still belie,ed to affect many /roduct categories in t e modern .orld mar)et. H0am/les of brand loyalty /romotion abound$ s o.ing t e brand loyal customer is an asset to cor/orations. As brand names continue to re,el in a istory of consumer success. Brand I'a e: A)aa $ 71C@@: conclude t at consumers are more li)ely to /urc ase .ell5)no.n brand /roducts .it /ositi,e brand image as a .ay to lo.er /urc ase ris)s. * is argument is also su//orted by Gao and Monroe$ 71C@@: t at a brand .it a more /ositi,e image does a,e t e effect of lo.ering consumers6 /roduct /erce/tion ris)s and increasing /ositi,e feedbac) from consumers. * erefore$ consumers generally belie,e t ey can ma)e a satisfying /urc ase by c oosing .ell5)no.n brands and also lo.er any /urc ase ris)s by doing so. Eo. muc is a brand .ort K Eo. does a brand re/resent t e /roductK Beller$ 71CC3: defines a brand image as an association or /erce/tion consumers ma)e based on t eir memory to.ard a /roduct. * us$ brand image does not e0ist in t e tec nology$ features or t e actual /roduct itself$ but is somet ing broug t out by /romotions$ ad,ertisements$ or users. * a)or et al. 71CC?: said t at t roug brand image$ consumers are able to recogni'e a /roduct$ e,aluate t e !uality$ lo.er /urc ase ris)s$ and obtain certain e0/erience and satisfaction out of /roduct differentiation. < en it comes to e0/eriential /roduct e,aluation$ a /ositi,e brand image may ma)e u/ for an inferior image of t e origin country and raise t e /ossibility of t e /roduct being selected. According to "re.al et al. 71CC@: t e better a brand image is$ t e more recognition consumers gi,e to its /roduct !uality. +onsumers are usually limited in regards to t e amount of time and /roduct )no.ledge to ma)e an informed

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/urc ase decision . en facing similar /roducts to c oose from. As a result$ brand image is often used as an e0trinsic cue to ma)e a /urc ase decision. Botler$ 78999: contends t at brand is a name$ term$ symbol$ design or all t e abo,e$ and is used to distinguis one6s /roducts and ser,ices from com/etitors. &or e0am/le$ Ni)e ado/ts a c ec) mar) as its brand image$ . ic creates a /ositi,e effect indicating a//ro,al. According to Botler$ 78999: image is t e .ay t at /ublic /ercei,es t e com/any or its /roduct. Image is affected by many factors beyond t e com/any6s control. * e consumer de,elo/s a set of brand beliefs about . ere eac brand stands on eac attribute. * e set of or its /roduct. Image is affected by many factors beyond t e com/any6s control. * e consumer de,elo/s a set of brand beliefs about . ere eac brand stands on eac attribute. * e set of beliefs about a brand ma)e u/ brand image. * e consumer6s brand image .ill ,ary .it is or er e0/eriences as filtered by t e effects of selecti,e /erce/tion$ selecti,e distortion and selecti,e retention. Gomaniu)$ 78993: studied t e relations i/ bet.een association of a brand .it different ty/es of image attributes and subse!uent /urc ase of t e brand. * e image attributes incor/orated .ere based on t e /roduct categories$ situations and benefits offered. < ile mention of t e brand for an image attribute .as /ositi,ely related to future /urc ase$ t is relations i/ did not ,ary bet.een attributes once brand and attribute si'e .as ta)en into account. Eo.e,er$ a /ositi,e relations i/ .as found bet.een t e number of attributes associated .it t e brand and future /urc ase. The &once,t o! Brand Loya(ty: * e most elaborate conce/tual

definition of brand loyalty .as /resented by Jacoby et al. 71C?@:. <e .ill use and discuss t is definition$ because it co,ers t e most im/ortant as/ects of brand loyalty$ & since it enFoys .ides/read su//ort in t e mar)eting literature$ eit er in its original form or in slig tly modified ,ersions 7<il)ie$ 1CC9:. Jacoby et al.

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71C?@: defined brand loyalty$ according to t is definition$ brand loyalty isD L* e 7a: biased$ 7b: be a,ioral res/onse$ 7c: e0/ressed o,er time$ 7d: by some decision ma)ing unit$ 7e: .it res/ect to one or more alternati,e brands out of set of suc brand$ and 7f: is a function of /syc ological /rocess. Rethin-in Brands !ro' the &usto'er ."oint o! /iew0: According to Jim$ 78993: many of t e less successful e0/erience brands are not meeting t e c allenge of a largely time5star,ed audience. 1ur researc confirms t at in most societies today$ time as become more desired t an money. Increasingly$ /eo/le ,alue e0/eriences more t an t ings. +onsumers are really loo)ing for .ays to ma)e t e most of e,eryday Lli,edM e0/eriences. So mar)eters need to constantly as) t emsel,es$ is our brand /art of t e /roblem or /art of t e solutionK A brand6s role in becoming a solution for its audience can ma)e it stand out for customers. In t at sense$ t e meaning of brand is its use. -rofitable customers are born . en a /o.erful brand /romise is fulfilled by a brand e0/erience t at e0ceeds e0/ectations. E!!ect o! Satis!action on Re,eat "urchase Decision Ma-in : Bitner71CC9: said t at at /ost5/urc ase stage$ consumers a,e first5 and e0/erience and familiarity on . ic to base satisfaction e,aluations. Satisfaction in turn as been s o.n in a number of .or)s to be a reliable /redictor of re/urc ase decisions. 1li,er et al. 71CC8: mentioned t at satisfaction is a consumer6s /ost5/urc ase e,aluation and affect res/onse to t e o,erall /roduct or ser,ice e0/erience. Assael$ 71CC3: mentioned t at satisfaction occurs . en customer e0/ectations are met or e0ceeded and t e /urc ase decision is reinforced. Satisfaction reinforces /ositi,e attitudes to.ard t e brand$ leading to t e greater li)eli ood t at t e consumer .ill re/urc ase t e same brand. %issatisfaction result . en consumer e0/ectations are not met$ suc disconfirmation of e0/ectations is li)ely to le,el to negati,e brand attitudes and lessens t e li)eli ood t at t e consumer .ill buy t e same brand again.

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-aul et al. 71CC?: stated t at satisfaction is ,ery im/ortant$ because a com/any6s sales come from t.o basic grou/s N ne. customers and re/eat /urc ase customers. It usually costs more to attract ne. customers t an to retain current ones$ and t e best .ay to retain current customers is to )ee/ t em satisfied. * erefore$ satisfaction .ill /ositi,ely associate .it ma)ing. "roduct Attri)ute: < at is a /roduct attributeK According to +ra.ford and Benedetto 78999:$ attributes are of t ree ty/esD features$ functions$ and benefitsD benefits can be bro)en do.n in an almost endless ,ariety N uses$ user$ used .it $ used . ere$ and so fort . * eoretically$ t e t ree basic ty/es of attributes occur in se!uence. A feature /ermits a certain function$ . ic in turn leads to a benefit. +ra.ford and an e0am/leD a s/oon is a small Benedetto 78999: e0/lained attributes .it s/oon to function as a re5/urc ase decision

s allo. bo.l 7feature: .it a andle 7anot er feature: on it. * e bo.l enables t e older and carrier of li!uids. * e benefits include economy and neatness of consuming li!uid materials. 1f course$ t e s/oon as many ot er features 7including s a/e$ material$ reflection$ and /attern:. And many ot er functions 7it can /ry$ /o)e$ /roFect$ and so on:. Research Methodo(o y * is sur,ey researc as utili'ed bot /rimary and secondary data and information from different sources including *oyota +or/oration$ *e0t boo)s$ maga'ines$ Fournals and .ebsites about different ,ariables of t e study. * is researc uses !uestionnaires for finding t e information obtained from t e res/ondents in t e sam/ling unit. * e target -o/ulation for t e researcl> is t e /assenger car users in t e city of -es a.ar. * e sam/le data is collected from t e ,arious /laces inside t e -es a.ar city . ic include 2ni,ersity cam/us$ Eayatabad$ B ar) ano mar)et$ city area and cantonment area. * is researc

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selected 199 res/ondents as t e sam/le si'e by as)ing t em t at . et er t ey are current /assenger car usersK * e !uestionnaire gat ered t e /rimary data and recorded /eo/le res/onses for analysis. RES1LTS AND DIS&1SSIONS Brand Image and loyalty are considered as t e determinants of customer c oices regarding any /roduct and t ese determine t e com/etiti,e en,ironment for a s/ecific firm to com/ete in t e mar)et. * e /resent study .as underta)en .it t e conte0t t at . at /articular factors contribute to.ards brand loyalty and image t at may be ta)en under consideration . ile de,elo/ing a /articular mar)eting strategy. *oyota cars are ta)en as case study since t is firm as a ,ast mar)et s are$ and local customers deri,e for /urc asing t is s/ecific brand need to be analy'ed in lig t of Brand Loyalty and Image. * e data so collected .as analy'ed using + i5 S!uare test. * e results are /resented and discussed accordingly in t e follo.ing sections. Brand Loyalty & Image are considered as assets to cor/orations as t ese a,e t e ca/ability to attract customers to.ards brands. In t e /resent study Brand Loyalty & Image relations i/ .it ot er factors .as determined using c i5 s!uare test. A e Grou,: in *able no. 1.
-reference Gange -erfect H0cellent Very "ood "ood *otal Ta)(e2%: Brand i'a e3 Loya(ty and A e Grou, Age "rou/ 8958C 3953C >95>C 49 -lus 13 = 4 1 83 ? 4 = 19 = @ 8 3 3 1 1 >C 88 1C 19 7SourceD &ield Sur,ey: *otal 84 >1 8= @ 199

* e res/ondents .ere grou/ed into different age categories . o

/artici/ated in t e sur,ey t e relations i/ of age .it brand loyalty is /resented

O2 P ?.?13

d.f P C

-5Value P 9.4=3

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Educationa( Le+e(: Hducational le,el .as included as a factor t at mig t /lay a role in determining a brand image and loyalty. Eo.e,er$ t e results as gi,en in *able 8I re,eal t at t ere is no significant relations i/ bet.een t ese attributes.
*able58D Brand Image$ Loyalty and Hducational Le,el -reference Gange -erfect H0cellent Very "ood "ood *otal Hducation Le,el 7Qears: 19 8 4 3 9 19 18 9 1 1 1 3 1> > 18 = 3 84 1= 1 = 8 1 1C Abo,e 1= 1 = 8 1 19 *otal 84 >1 8= @ 199

7SourceD &ield Sur,ey: O2 P 11.?==d.f P 18 -5Value P 9.>=4 * e /artici/ants .ere as)ed about t e brands

Auto'o)i(e current(y in use:

t at t ey are currently using. Many brands .ere com/ared in t is regard$ . ic included *oyota$ Eonda$ Su'u)i$ Nissan and ot ers. * e association of t ese attributes .it brand image and loyalty found to be ig ly significant .it -5Value at .994. * e results are /resented in *able 3.
*able53D Brand Image$ Loyalty and Automobile currently in use -reference Gange -erfect H0cellent Very "ood "ood *otal Automobile currently in use *oyota 1= 8C 88 = ?3 Eonda > > 9 9 @ Su'u)i 4 C 8 1 1? Nissan 9 9 9 1 1 1t ers 9 9 9 1 1 *otal 84 >8 8> C 199

7SourceD &ield Sur,ey: O2 P 8@.>9? d.f P 18 -5Value P 9.994

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Le+e( o! Satis!action with Toyota:

%ata .ere assembled on as)ing !uestion from

t e users of t e *oyota t at . et er t ey are satisfied .it t e Brand t ey are using. * e le,el of satisfaction .as analy'ed to be ig ly significant .it 13NValue 14.3 4= and -5Value P .998. * e results are /resented in *able5> as belo..
*able5>D Brand Image$ Loyalty and Le,el of Satisfaction .it *oyota -reference Gange -erfect H0cellent Very "ood "ood *otal Le,el of Satisfaction No > ? 8 = 1C Qes 81 34 88 3 @1 *otal 84 >8 8> C 199

7SourceD &ield Sur,ey:

O2 P 14.34= d.f P 3 -5Value P 9.998 * e res/ondents .ere e0/osed to t e !uestion regarding Li-eness o! the Brand:

t e s/ecific brand t at t ey li)e and t ey li)e to /urc ase. * e results s o.ed t at users significantly /refer to /urc ase *oyota as com/ared to Eonda$ Su'u)i$ Nissan & ot ers. * e c i5S!uare ,alue .as 88.CC4 . ile -5Value .as 9.98@. * e results are /resented in t e follo.ing table.
*able54D Brand Image & Brand Loyalty -reference Gange -erfect H0cellent Very "ood "ood Automobile currently in use *oyota 1@ 34 1C 3 Eonda = > 3 > Su'u)i 1 3 1 8 Nissan 9 9 9 9 1t ers 9 9 1 9 *otal 84 >8 8> C

*otal
O2 P 88.CC4

?4
d.f P 18

1?

9
-5Value P.98@

199

7SourceD &ield Sur,ey:

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"oint o! "urchase:

* e res/ondents .ere also as)ed about t eir /referred

c annel of /urc ase. %ifferent modes of ac!uisition .ere com/ared in t is regard. * e /oint of /urc ase normally -1ays a crucial role in t e /urc ase of a /roduct$ but in t e /re,ailing case t e association of /oint of /urc ase .it Brand Image and Loyalty s o.ed an insignificant result .it + i5S!uare 08 ,alue of 13.=C4 and -5Value of .13>. * e results are s o.n in t e table gi,en belo.. Ta)(c24: Brand I'a e3 Loya(ty and "oint o! "urchase
-reference Gange -erfect H0cellent Very "ood "ood *otal Ban) > 19 8 3 1C Age "rou/ Aut ori'ed 1/en %ealer mar)et = 18 > 8@ ? 13 1 4 1@ 4@ 1t ers 3 9 8 9 4 *otal 84 >8 8> C 199

7SourceD &ield Sur,ey: O2 P 13.=C4 #eatures o! Toyota: d.f P C -5Value P .13>

A feature of a /roduct /ermits a certain function . ic

in turn leads to a benefit and is considered a ,alue addition to a /articular /roduct. * e im/ortance of features of a /roduct cannot be ignored$ because of t is$ users .ere as)ed about features of t e *oyota. -articular features t at .ere included in t e !uestionnaire .ere /ic) of ,e icle$ seating ca/acity$ economy of fuel & maintenance$ status symbol$ /erformance$ reliability and resale ,alue. * e c i5s!uare ,alue .as 38.?== .it -5,alue of 9.9>C$ . ic s o.s a ig ly significant ,alue. * e results are s o.n in t e table as gi,en belo.D

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Ta)(e25: Brand I'a e3 Loya(ty and Toyota #eatures &eatures of *oyota -refere nce Gange -i c ) Seati ng +a/a city 9 9 9 1 1 &uel Hcon omy Mainte nance Sta tus -erfor mance Geliab ility Ges ale Val ue C 18 = 4 38 *ot al

-erfect H0celle nt Very "ood "ood *otal

4 3 1 9 C

1 1 3 9 4

3 3 1 9 ?

9 8 8 1 4

9 19 = 1 1?

? 11 4 1 8>

84 >8 8> C 199

7SourceD &ield Sur,ey: O2 P 38.?== d.f P 81 -5Value P .9>C * e res/ondents .ere also as)ed regarding t eir

Re,eat "urchase Duration:

re/eat /urc ase duration mec anism. Se,eral o/tioned .ere /ut besides t em. * ey .ere as)ed t at after o. many years t ey re/eat t eir re/urc ase decision. %ifferent o/inions come out of t e data$ but t e result s o.s an insignificant relations i/ bet.een re/eat /urc ase duration and Brand Image and Loyalty. * e c i S!uare ,alue .as @.3 C4 and -5Value .as 9.>C@. * e results are gi,en in *able @.
*able5@D Brand Image$ Loyalty and Ge/eat -urc ase %uration Ge/eat -urc ase %uration -reference More t an 3 Gange 1 Qear 8 Qears 3 Qears Qears -erfect > @ ? = H0cellent 13 ? 11 11 Very "ood 3 = > 11 "ood 8 3 8 8 *otal 88 8> 8> 39 7SourceD &ield Sur,ey: O8 P @.34C d.f P C -5Value P .>C@

*otal 84 >8 8> C 199

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&o(or o! the &ar:

Ges/ondents .ere as)ed about t e s/ecific color t at

a//eals most to you . ile selecting *oyota car. A coloring sc eme t at included in t e study .as t e color range of . ite$ Blac)$ -ur/le Ged$ Blue$ Metallic "reen and Metallic Sil,er. A significant difference among t e c oices of t e color emerged . erein$ 08NValue .as 8>.>C1 and -5Value .as 9.94? res/ecti,ely. * e ig ly a//ealing color .as Blac) 73>.9: follo.ed by < ite 738.9: and subse!uent color .as Metallic Sil,er 781.9:. 1t ers less /erformed by t e res/ondent. Gesults are /resented in t e follo.ing table.
*able5CD Brand Image$ Loyalty and Ge/eat -urc ase %uration -reference Gange -erfect H0cellent Very "ood "ood *otal +olor you Li)e < ite ? 18 ? = 38 Blac) = 1@ @ 8 3> d.f P 14 -ur/le Ged 3 1 9 9 > Blue > 8 9 9 = Metallic "reen 8 9 1 9 3 Metallic Sil,er 3 C @ 1 81 *otal

84 >8 8> C 199

7SourceD Sur,ey: O8 P 8>.>C1

-5Value P 9.94?

&onc(usions * is researc studied t e relations i/ bet.een Brand Loyalty and Image to age grou/$ Hducational Le,el$ automobile currently in use$ le,el of satisfaction .it /roduct in contact$ different brands in t e mar)et$ features of t e /roduct in contact$ color of t e /roduct in contact$ re/eat /urc ase decision ma)ing and &actors contributing to /urc ase of t e /roduct in contact and t e results .ere analy'ed on t e basis of + i5S!uare 708: test. In t e lig t of t e researc results Brand Image and Loyalty is not affected by age and educational le,el. Alt oug age and education /lays a ,ital role in

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de,elo/ing Brand Image & Loyalty but as large /art of t e sam/le .as from t e young age grou/ and subse!uently t e same age grou/ .as ig ly !ualified$ so in t e lig t of t e o/inions of t e eminent sc olars suc age grou/ . ic may not be mature and .ill be ig ly !ualified$ can create ,olatility /roblem of Loyalty and Image of a /roduct no matter o. muc t e /roduct may be /o/ular and a,ing good !uality. * e researc also ig lig ted t at res/ondents .ere broadly affected by t eir /references regarding t eir c oice of car model$ coloring sc eme$ le,el of satisfaction .it t e use of car$ inno,ati,e and im/ro,ed features of t e /roduct . ic creates a strong /ositi,e correlation .it t e Brand Image and Loyalty of t e /roduct. &inally it is t e factor of satisfaction$ . ic attracts t e users to.ards t e use of a /roduct and inno,ations normally$ /lays a ,ital role no. a day in t e factor of satisfaction. As muc t e /roduct may be inno,ati,e it .ill be /referred and .ill be li)ed by t e users. Reco''endations After t oroug in,estigation t roug researc statistics t e researc er recommend t e follo.ing. *oyota if .ant to remain on t e to/ is re!uired to ado/t a lean and green mar)eting strategy against its main com/etitors li)e Eonda and Su'u)i as it as ado/ted in 2S mar)et against &ord and "eneral Motors.

In t e /art of im/ro,ing$ *oyota s ould /ro,ide t e good dri,ing system and long durability in car for t e customers and consider t e interior design and decoration of a car and le,el of -etrol /lus +N" consum/tion of a car as t e most im/ortant factors.

*oyota must be.are of arrogance$ com/lacency on marc to become country6s best selling car$

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&or *oyota$ it is im/ortant to be able to establis im/ro,ements are essential.

su//ly c ain

management systems. In /articular$ ret in)ing of logistics and lead5time *oyota s ould im/ro,e its inno,ati,e featuring ca/ability and it s ould also try to o,er come its styling deficiencies. *oyota is re!uired to concentrate on its cost5sa,ing strategy LVIM ,alue inno,ation in order to co/e .it t e economic recessionary /ressure in -a)istan.

Re!erences
Aa)er$ %. A. 71CC1:. Managing Brand H!uity +a/itali'ing on t e Value of a Brand Name. J11$ ed. * e &ree -ress. Ne. Qor). //D >?5>@ A)aa $ 1. -. and -. B. Borgaon)ar. 71C@@:. A +onFoint In,estigation of t e Gelati,e Im/ortance of Gis) Gelie,ers in %irect Mar)eting. Journal of Ad,ertising Gesearc 8@ 7>:D 3 @5>>. Assael$ E. 71CC3:. LMar)eting -rinci/les and StrategyM. Ama'on -ublis ers. 2SA. //D 8=5>4. Assael$ E. 71CC8:. +onsumer Be a,ior and Mar)eting Action. >. ed. -<S5Bent -ublis ing +om/any. Boston. //D 4> At ar$ M. B. 7899=:. Automoti,e +om/onent & Associated -roducts free Virtual +atalogue s o. Barac i$ -a)istan. //D 8858> Beatty$ S. and S. Smit . 71C@?:. H0ternal searc effortD An in,estigation across se,eral /roduct categories. Journal of +onsumer Gesearc 4373:D @3NC4 Bitner$ M. J. 71CC9:. H,aluating ser,ice encountersD * e effects of / ysical surroundings and em/loyee res/onses. Journal of Mar)eting 4> 78:D =C5@8I + auri$ +. 78998:. A guide to researc /ractice. 8M. ed. Jo n <iley and Sons. Ne. Qor). //D 3885339$ +larence$ E. 78999:. Strategic Branding in t e 8l +entury. Asia Mar)et Gesearc on line columns. //D 8 +li,e$ M. and S. Abra am. 78993:. Building Brand Loyalty by Im/ro,ing t e +ustomer H0/erience. 1racle +or/oration on line catalog. //D 3

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+ra.ford$ M. and %. Benedetto. 78999:. Ne. -roducts Management. =t ed. Ir.in5 Mc"ra. Eill. Ne. Qor). //D 189518?. Hli'abet $ &. *. 7899>:. 2ni,ersity of Mary <as ington. Aggregate Geflections of Brand Loyalty. Issues in -olitical Hconomy 1378:D 1 Hrdem$ *illin$ S. Joffre$ and A. Valen'uela. 71CC@:. LBrands as SignalsD A +ross5+ountry Validation Study.M Journal of Mar)eting 11178:D 39=538? "arfield$ 71CC=:.6-ublis or -eris 6. * e Scientist 19718:D 11 "regory$ J. and J. <iec mann$ 71CC?:. Le,eraging t e +or/orate Brand. &6. ed. N*+ Business Boo)s. + icagoD IL. //D @>5@= "re.al$ Bris nan$ G. Ba)er$ and N. Bonn. 71CC@:. * e Hffect of Store Name$ Brand Name and -rice %iscounts on +onsumers6 H,aluations and -urc ase Intentions. Journal oJ6 Getailing ?>73:D 33 15348. Eoc S.J. and J. %eig ton. 71C@C:. Managing . at consumers learn from e0/erience. Journal of Mar)eting 43 7>:D 1589 Eo.ard$ J. A. and .1. N. S et . 71C=C:. * e * eory of Buyer Be a,ior. I6. ed. Jo n <iley and Sons. Ne. Qor). //D 1>4 Ea.)ins$ 1. %el. IR. J. Best$ and B. A. +oney. 71C@3:. +onsumer Be a,iorD Im/lications for Mar)eting Strategy. 8. ed. Business -ublications Inc. -iano$ *e0as. //D =?5 =C Jacoby$ J. and G. <. + estnut$ 71C?@:. Brand LoyaltyD Measurement and Management. Jo n <iley & Sons. Ne. Qor). //D ?35@9. Jim$ <. 78993:. %isco,ering t e Missing Lin) to Brand Loyalty <underman Brand H0/erienceAScorecard$ online catalog. //D =5? Beller$ B. L. 71CC3:. +once/tuali'ing$ Measuring$ and Managing +ustomer Based Brand H!uity. Journal of Mar)eting 4?71:D 1588. Bna//$ %. &. 78999:. *ablis brand /references and brand loyalty. 3G1 ed. +ambridge 2ni,. -ress. +ambridge$ 2B. //D 1>514 Botler$ -. 71CC=:. -rinci/les of Mar)eting. 86. ed. -rentice Eall Inc. Ne. Qor)$ //D 8145 81@. Botler$ -. 71CC?:$ Mar)eting ManagementD Analysis$ -lanning$ Im/lementation$ +ontrol. Ct ed -rentice5Eall. London. //D 3>5>9$ 445=8$ ?=5@9$ 1195114. Botler$ -. 78999:. Mar)eting Management Analysis$ -lanning$ Im/lementation$ and +ontrol. 9. ed. -rentice5Eall Inc. Ne. Qor). //D 13451>1.

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Botler$ -. 78993:. Mar)eting Management. 11t $ ed. -rentice5Eall Inc. Ne. Jersey. //D 1==51=?. La/ersonne$ H. 71CC4:. La rec erc S d6information a,ant l6ac at dune. Automobile "rou/ EH+. 2n/ublis ed doctoral dissertation. International Journal of Gesearc in Mar)eting @73:D ??5@8. Lefeon$ 71CC3:. Brand5Loyalty Measures in Mar)eting. 8. ed. -earson -ublis ers. Ne. Qor). //D 3>53 C. Le.in$ B. 71C3=:. -rinci/les of *o/ological -syc ology$ translated by &rit' Eeider and "race M. Eeider. Mc"ra.5Eill. Ne. Qor). //D 19 Lin$ E. E. 78991:. LA +ustomer Loyalty Model &or H5Ser,ice +onte0t$M Journal of Hlectronic +ommerce Gesearc >7>:D 14=51=? Loudon$ %. Q.$ %. Bitta$ and J. Albert. 71C@@:. +onsumer Be a,iorD +once/ts and A//lications$ 3rd. ed. Mc"ra.5Eill +om/any. Ne. Qor). //D 31>538@. Mc%aniel$ J. +arl.$ & G. "ates. 71CCC:. +ontem/orary Mar)eting Gesearc . >t ed. Sout 5<estern +ollege -ublis ing. 2SA. //D 4>1. McLu an$ M.$ (. &iore. And J. Agel. 71C=?:. * e Medium is t e MessageD an In,entory of Hffects. Bantam Boo)s. Ne. Qor). //D 83 Mellens$ M.$ M. 9. %e)im/e and J. B. Steenium/ 71CC=:. A Ge,ie. of Brand5Loyalty Measures in Mar)eting. * e s ift in Hconomies and Management 18 7>:D 8858= Mon'o$ (. 71CC>:. +ator'e +iutats +om/tant5Ei Broo)lyn. l ed. (uaderns +rema -ublis ers. Barcelona. //D 1495144. Mo.en$ J.+. 71CC3:. +onsumer Be a,ior. 3M. ed. Macmillan -ublis ing +om/any. Ne. Qor).//D 1195111 Mo.en$ J.+ & M. Minor. 71CC@:. +onsumer Be a,ior. 4t T ed. -rentice Eall -*G. -aramus$ NJ$ 2.S.A. //D ?>5?4 1li,er$ G. L. and S.an. 71C@C:. -rocessing of t e Satisfaction Ges/onse in +onsum/tionD A Suggested &rame.or) and Gesearc -ro/ositions. Journal of +onsumer Satisfaction$ %issatisfaction and +om/laining Be a,ior 8 74:D 151=. 1li,er$ G. L. and E. Mano. 71CC8:. Assessing t e %imensionality and Structare of t e +onsum/tion H0/erienceD H,aluation$ &eeling$ and Satisfaction$ Journal of +onsumer Gesearc Inc. 89718:D >415>==.

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-aul$ 9. and A. Gic ard. 71CC?:. LModeling t e determinants of customer satisfaction for business5to5business /rofessional ser,icesM. J. Acad. Mar)eting Science 84 7>:D >5 1?. Gao$ A. G. and B. B. Monroe. 71C@@:$ * e Moderating Hffect of -rior Bno.ledge on +ue 2tili'ation in -roduct H,aluations. Journal of +onsumer Gesearc 14 78:D 8435 8=>. Gic ardson$ -. S.$ A. S. %ic) and A. B Jam. 71CC>:. H0trinsic and H0trinsic +ue Hffect on -erce/tions of Store Brand (uality. Journal of Mar)eting Gesearc 4@ 7>:D 8@53=. Gomaniu)$ 1. 78993:. Brand attributes 5 Udistribution outlets6 in t e mind. Journal of Mar)eting +ommunications C 78:D ?3 ; C8 Se)aran$ 2. 78999:. Gesearc Met ods for Business$ a S)ill Building A//roac . 8. ed. Jo n <iley & Sons Inc. Ne. Qoric //D 834. Serafin$ G. and +. Eorton$ 71CC>:. Automa)ers "o a Long <ay to Bee/ &loc) Loyal. Ad,ertising Age =4 713:D 48. Smit $ GH. and <. G. S.inyard. 71C@8:. Information res/onse modelsD an integrated a//roac . Journal of Mar)eting >= 71:D @15C3 Stanton$ <.J. 71CC1:. &undamentals of Mar)eting. Ct ed. Mc5"ra. Eill. Ne. Qor). //D 1>>51 4@. Stanton$ <i. 71CC=:. &undamentals of Mar)eting. 19t ed. Mc"ra.5Eill +om/anies$ Ne. Qor). //D C@5191. S et $ J. N.$ Mittal and Ne.man. 71CCC:. Ge,isiting mar)eting6s la.li)e generali'ations. Journal of t e Academy of Mar)eting Science 8?71:D ?15@? * a)or$ M. V. and L. -. Batsanis. 71CC?:. A Model of Brand and +ountry Hffects on (uality %imensionsD Issues and Im/lications. Journal of International +onsumer Mar)eting C73:D ?C5199. *ull$ %.S and %.1. Ea.)ins. 71CC3:. Mar)eting Gesearc D measurement and met od. 8nd ed. Macmillan -ublis ing +om/any. Ne. Qor). //D 4?5=1. <il)ie$ <. 71CC9:. +onsumer Be a,ior. 8.ed. Jo n .iley & Sons. Ne. Qor). //D >115 >1@. <alter$ A. and B. Simon. 71C@9:. Hm/irical de,elo/ments in t e measurement of in,ol,ement$ brand loyalty and t eir relations i/ in grocery mar)ets. Journal of strategic mar)eting 117>:D 8? 158@=. Vi)mund$ 71CC?:. Business Gesearc Met ods. >t ed. * e %ryden -ress. Ne. Qor). //D 1=151=4

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