Project Requirements

Impact of Brand Awareness on
Consumers’ Loyalty:
A Study of Packages Milk Brands
Contents
Chapter one ............................................................................................................................................. 5
1. Introduction ......................................................................................................................................... 5
1.1Need of loyalty................................................................................................................................... 5
1.2 Brand Awareness Impacts on Quality ............................................................................................... 5
1.3 Brand Loyalty Awareness for Children ............................................................................................ 5
1.4 A study of packages milk brand “Dairy Crest”................................................................................. 6
1.4.1 Vision and Values .......................................................................................................................... 6
1.4.2 Strategies of Dairy Crest ................................................................................................................ 7
1.4.3 Products of Dairy Crest .................................................................................................................. 7
 Spreads ........................................................................................................................................... 7
 Cheese ............................................................................................................................................ 7
 Dairies ............................................................................................................................................ 8
1.4.4 A Tough Time for Dairies in 2012................................................................................................. 8
1.4.5 An efficient performance from FRijj ............................................................................................. 8
1.4.6 Home Deliveries ............................................................................................................................ 8
1.4.7 Procurement of Milk ...................................................................................................................... 9
1.4.8 Cost Reduction in Practices-innovative new bottles ...................................................................... 9
1.4.9 Explanatory controls ...................................................................................................................... 9
1.4.10 Effort on reducing costs for Group Earning............................................................................... 10
1.5 Objective of the research................................................................................................................. 10
Chapter 2 ............................................................................................................................................... 10
2. Literature Review.............................................................................................................................. 10
2.1 Awareness of brand......................................................................................................................... 11
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2.2 Importance of Brand ................................................................................................................... 11
2.3 Brand Awareness and Consumer Loyalty ....................................................................................... 12
2.4 Brand Equity /Fairness of Brand ..................................................................................................... 13
2.10 The Elements for strengthen Equity.............................................................................................. 14
 The name of Brand ....................................................................................................................... 14
 Symbols and Logos .................................................................................................................... 15
 Typescripts: .................................................................................................................................. 15
 Wrapping: ..................................................................................................................................... 15
 Mottoes:........................................................................................................................................ 16
2.5 Model of fast moving consumer goods ........................................................................................... 16
2.6 Brand image and consumer commitment........................................................................................ 17
2.7 Employee brand commitment and Brand Knowledge .................................................................... 18
2.8 Loyalty Intention............................................................................................................................. 21
2.9 Customer Satisfaction ..................................................................................................................... 22
2.10 Factors moving consumer loyalty ................................................................................................. 23
2.11 Conclusion: ................................................................................................................................... 25
2.12 Hypothesis of the study: ................................................................................................................ 25
CHAPTER 3 ......................................................................................................................................... 27
3. Research Methodology ..................................................................................................................... 27
3.1 Strategies and Procedure of the Research: ...................................................................................... 28
3.2 Methods of Research: ..................................................................................................................... 28
3.2.1 Quantitative Research: ................................................................................................................. 28
3.3 Procedure of Data Collection: ......................................................................................................... 29
3.3.1 Primary Research: ........................................................................................................................ 29
3.3.2 Secondary Research: .................................................................................................................... 29
3.4 Scheming of Questionnaire: ............................................................................................................ 30
3.5 Sample: ........................................................................................................................................... 30
3.6 Features of Respondents: ................................................................................................................ 30
3.7 Size: ................................................................................................................................................ 31
3.8 Preparation of Data: ........................................................................................................................ 31
3.9 Data Coding and Feeding:............................................................................................................... 31
3.10 Moral Considerations: ................................................................................................................... 32
3.11 Trustworthiness and Rationality ................................................................................................... 32
Chapter 4 ............................................................................................................................................... 32
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4. Findings and analysis: ....................................................................................................................... 32
4.1Socio-demographic Analysis: .......................................................................................................... 33
4.2 Correlations:.................................................................................................................................... 33
.............................................................................................................................................................. 35
4.3 Regression Models: Hypothesis Testing: ........................................................................................ 44
4.3.1 Hypothesis Testing: H1-H4: ........................................................................................................ 44
4.3.2 Hypothesis Testing: H5: .............................................................................................................. 51
4.3.6Hypothesis Testing: H9:................................................................................................................ 59
Chapter 5 ............................................................................................................................................... 61
Conclusions, Implications, Limitations and Future Research Directions: ............................................ 61
Suggestions for Management:............................................................................................................... 64
Limitations and Future Research Directions:........................................................................................ 66
Bibliography ......................................................................................................................................... 66
Appendix ............................................................................................................................................... 68
Impact of Brand Awareness on Consumers‟ Loyalty Questionnaire .................................................... 68
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Abstract
Consumers’ demand depends upon the quality of brands. And brand’s loyalty impacts the
behaviour of consumer by brand image and brand awareness. The objective of the current
research is to find the relationship amongst the brand image, the brand awareness, the brand
loyalty and the brand equity. The central objective of the research is to analyse the
importance of specific packaged milk brand loyalty of Dairy Crest Group in the markets of
UK. A survey was conducted online, 100 hundred survey forms were sent to both male and
females to collecting data. . Then the results were taken by feeding data in SPSS to find
results. To test the impact of brand image, four main hypotheses were developed to check the
impacts on consumers’ loyalty. The hypotheses were taken Physical, Figurative, Functional,
and Financial. From the conclusions on NOVA and correlation results, it was founded that
the image of brand has positive impact on Consumer fulfilment, Consumer loyalty, and
Consumer commitment. Conversely the relationship between the brand image and Consumer
satisfaction is the strongest. Based on the results, it is concluded that Dairy Crest Milk
brand is doing well in marketing and consumers satisfaction.
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Chapter one
1. Introduction
1.1Need of loyalty
Loyalty ever occurs in the goods market from consumers‟ point of view, the purpose of this
study to analyse the consumers‟ viewpoint on the branded milk packaging company in the
foods and beverage markets.
The recent research shows that management principles and strategies play an important role
to motivate the consumers‟ loyalty for any specific brand. Principles of management are the
basic root to run any business. Efficient designs, marketing, low price and manufacturing of
the products attract the consumers attention. (ESHUN RICHARD, JUNE, 2012)
1.2 Brand Awareness Impacts on Quality
Buyers are very conscious to choose their well well-known and favourite brands. If
enterprises wish to beat their competitors in the markets, then they should love to convince
the consumers to purchase their desired goods and services. When buyers wish to buy any
good, then a title of the brand reaches to their thoughts for a while, which reveals that
products have greater brand awareness. It concludes that the greater the brand assurance, the
less cost enterprises to pay. (Hansen, 2013)
1.3 Brand Loyalty Awareness for Children
It is common that food marketing run campaigns at children on television, magazines and
during movies. Food and beverage trades spend billions of dollars to help and discriminate
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the specific products for children in the United States. The purpose of building brand loyalty
among children is too aware them for begging and nagging to any particular product or brand.
Stanford University has examined the effects of greatly advertised fast food brand on
preschool children's taste favourites. Which concluded that branding the effect of McDonald's
was very strong rather than other brands, because the children were familiar with the
McDonalds. Likewise, the children even favoured the taste of carrots and milk, healthy foods,
when they thought they were from McDonald's.
(http://hotelexecutive.com/author/14/Matthew-Rosenberger)
1.4 A study of packages milk brand “Dairy Crest”
In 1981, Dairy Crest Group was established in England. In start, there was only marketing of
Milk by the company. The company launched dairy spread in 1983. A joint project was
started with French Dairy Company in 1993, which was titled by “Yoplait Dairy Crest”. It
introduced new product of cheese brand “Cathedral City”, in 1995. In 1996, Dairy Crest was
listed as a private company in London Stock Exchange. In 2000s many other brand
companies were introduced by the Dairy Crest Group like Spreads, Cheese, and Creameries
etc.
In these days, Dairy Crest Group plc is the leading company of dairy foods in UK. The
responsibilities of Dairy Crest Group are selling and processing of fresh milk and branded
dairy products in Europe and UK. There are clear strategies, solid visions strong ethics and
good staff in the company.
1.4.1 Vision and Values
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Dairy Crest Group is proud of their links in the country. The vision of Dairy Crest Group is to
provide healthy, pleasurable expedient products to receive the exact loyalty of consumers‟.
Their objective is to fulfil the needs of consumers‟, because consumers come first to ensure
for value added sales. It is not possible to bring new product in the market without the
support of consumers and retailers. Franchisees, farmers and employees are also important to
commit business by selling and distributing the milk.
1.4.2 Strategies of Dairy Crest
The main strategies of Dairy Crest Group are
 To make its place in value-added markets.
 To decrease the costs by efficient strategies.
 Reducing the risks by improving the earning quality.
1.4.3 Products of Dairy Crest
 Spreads
In two factories of UK and France, Dairy Crest is producing spreads and brand of butter. The
distribution of these brands is managed by retailers in both countries.
 Cheese
The production of leading brand of cheese is of Dairy Crest in Cathedral City, UK . For this
purpose milk is delivered by local dairy farmers.
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 Dairies
The responsibility of Dairy Crest Company is to supply fresh milky-foods, organic and
characterized milk to the foremost dealers, consumers on middle ground, small stores,
chocolate shops, residential-customers and hospitals. Dairy Crest is trading and retailing the
foremost fresh and flavoured milk brand, creamy and dry milk (powders), FRijj.
1.4.4 A Tough Time for Dairies in 2012
Due to inflation and competitions in food markets, the profits could be earned as much as
were expected. To restore the business of Dairies, a lot of actions are taken to reach the high
level of profits.
Innovative strategies are introduced to increase the sales. For this purpose £75 million are
invested on cost, quality and services. And saving are estimated £20 million in each year.to
increase the selling surveys are conducted geographically by customers.
1.4.5 An efficient performance from FRijj
FRijj is the leading flavoured milk brand which has about half of the market. Consumers
are demanding a lot the milk brand FRijj. Dairy Crest Group has done a trial to keep longer
life of FRijj by using UHT milk, this increases penetration convenience openings.
1.4.6 Home Deliveries
To deliver milk to customers‟ doorstep is the basic part of Dairy Crest Group‟s business.
Nearby 1 million home-customers, having network of 2,100 milkmen, round about 1,500
franchisees are the part of Dairy Crest Group.
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1.4.7 Procurement of Milk
Annually 2.1 billion litters of milk are sourced by Dairy Crest .mostly 80% of this volume
directly comes from about 1300 dairy farms of England and South Wales. The team of Milk
Procurement works with farmers for effective and supportable supply of high quality of milk.
Partnership approach is also adopted to build long-lasting terms with farmers. Contract
options are also available by professional and advisory support to increase the business
opportunities.
1.4.8 Cost Reduction in Practices-innovative new bottles
To save the money of consumers, new light weighted bottles are made by using 15% less
plastic than before. There are two types of benefits by using light-weighted bottles, to
improve the performance with new design and reduction in the use of material. Initially,
30,000 bottles carried stickers to give consumers information in case of not satisfying with
the product. But no complain was received and consumer appreciated the new design.
1.4.9 Explanatory controls
Trends of consumers are checked regularly monitored, because they are the basic key of
running business. Health benefits are promoted continuously which are provided by the dairy
products to improve the healthier products. The Management Board decides to reduce costs
of the products through efficiencies of supply chain. Purchasing and commercial teams are
ready to ensure the customers about cost changes and justifications for increase in prices.
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1.4.10 Effort on reducing costs for Group Earning
The reliable strategies of Dairy Crest have been decrease the costs and got efficiencies in
some years. The target of reducing costs is 20million pounds in each year, then the saved
money is given for consumers‟ value by spending to increase marketing for boosting the
profile of Dairy Crest.
(Dairy Crest Group plc Annual Report 2012, 2012)
1.5 Objective of the research
The main objectives of the current study are:
 To know the consumers‟ perspective according to loyalty in fast moving consumers‟
goods markets.
 To identify the reasons of strong brand,
 To examine the factors affecting consumers‟ brand loyalty,
 To conclude on the basis of consumers‟ behaviour according to packaged milk brand
Chapter 2
2. Literature Review
The chapter covers broadly literature analysis to show the importance of “consumers‟ brand
loyalty on brand”. So, the literature review presented in this chapter is focused on brand
awareness, customer loyalty, brand equity, role of brand in fast moving goods market,
consumer commitment on brand, role of employer in brand loyalty, knowledge of brand etc.
in detail.
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2.1 Awareness of brand
The power of brand‟s existence in the consumer's mind" is called brand awareness. To
measure the proportion of the specific market is called the awareness of a brand title. Sellers
can generate awareness amongst their consumers by repetitive advertising. Awareness of
brand can offer reasonable benefits for the dealer, such as brand awareness can diminishes
the brand with a sense of awareness. Title awareness can be a symbol of occurrence,
assurance and ingredient. The salient features of any brand can be decided at its purchasing
time. (Osman*, Spring 2011)
2.2 Importance of Brand
The rise of relationship marketing with suppliers and consumers is not just an exchange of
physical product or service, but there is a relationship to inspire the features like quality,
value, perception, brand, design, efficiency etc.
The brands cannot be considered successful brands which imitate to the following standards:
1. The name, symbol or design of a successful brand which classifies the “product” of a
business as having reasonable benefit, e.g. Microsoft, Coca Cola, Marks and Spencer.
2. The achievement of a brand results in greater revenues with the best performance market.
3. The fruitful brand is like an asset if it leads to support for economic benefits.
4. A successful brand will lead to invest more for further opportunities and profits.
An Advertising Executive of Tesco company assumed in 1992 that Self-styled products are
not called brands. These are the tags of the producer‟s brand. These have poor positions, poor
features and poor support. Such companies do not recognize the demands of consumer to see
he retailers especially as a passage for supply.
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According to D.Chematory..(1998), a prosperous brand is like a classifiable invention,
service, type or residence amplified, which is counterpart of buyers most closely needs in
such a way that the buyer or user identifies appropriate, exclusive value added. The results of
its success are able to endure the value added in contradiction of opponents”
Consequently, tags of many goods and services do not inhibit them from being produces
which are categorized by lack of superficial distinction via consumers proficient offers. Some
goods like mineral, milk, biscuit tin and vegetables come in to mind, wherever procurement
decisions tend to be taken on the base of expenditure or obtainability but not on the basis of
brand or the producers‟ designation.
2.3 Brand Awareness and Consumer Loyalty
Brand awareness ever affects the consumer‟s loyalty and making final decisions by
manipulating the realization and asset of brand relations presented in the image of brand
formed by different factors involved in brand memory.
On the basis of different thoughts of different writers on the importance of brand awareness
to the corporation in case of achieving market share conclude that above brand loyalty by
consumers is associated with the awareness of brand through different significant brands in
competition.
Practically, corporations are using aided and unaided awareness to determine the degree to
which consumers are aware and have positive opinions about their products or services. In
many industries, the companies with maximum awareness of the brands also regulate the
biggest market share. (Osman*, Spring 2011)
In these days, Brands are coming in by dozens in the markets, there are the needs of much
confidence to supply according to consumers choice. A lot of struggles are needed to
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positioning of the product and brand building. By creating awareness of new products and
brands is helpful to introduce for the success of selling the products.
Brand awareness can be popularized by advertising is one of the most important traditional
indication to redirect and mould our lives. It is an unavoidable for anyone‟s life to read the
newspapers or watches television, it is also impossible to escape the marketing images that
saturate the surroundings, via billboards, wall paintings, pop material or even by the radio,
critical across all media but limited to none.
Exactly, the Brand Awareness is one of the main objectives of Marketing in the modern
world.
Marketing is the announcement link between the producer and the consumer. Marketing and
advertising do not only deliver information about the products and services but also a
dynamic effort to prompting the products for people by action. (Sawant, 2012)
2.4 Brand Equity /Fairness of Brand
The success of Brand Loyalty is the outcome of the Brand Fairness which enables the brand
more solid and sufficient to be consumed more in the long run over and done with producing
profits.
The Fairness of brand is important for plentiful benefits for the corporations that possess on
the qualities of brands. Brand equity is positively linked with brand loyalty. Furthermore,
Fairness of brand upturns the possibility of selecting the brand, foremost to consumer loyalty
to a selected brand (ESHUN RICHARD, JUNE, 2012).
By using the sample data of Dutch-customers divided into eight groups of products and
eight in retail chains , to examine the impact of fairness of brand on consumers‟ typical
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responses, it was concluded that that consumers were extra faithful to the high equity brands
rather than low equity brands in the situation of a routine life. (Laurens M. Sloot a, 2005)
Brand Equity- In the decade of 80s, greatly profits of the massive customer product
organization were attained by a plan of obtaining appreciated brand names from other
corporations, the payment of price for such dealings were too much. This is a real fact that
the names of brand that are well known by the consumer have greater equity. Fairness of
Brands depends on great awareness, countless loyal consumers, and a high reputation for
supposed quality.
(Sawant, Nov. - Dec. 2012)
2.10 The Elements for strengthen Equity
The Elements of a brand are the graphical or the voiced evidence which helps to recognize or
distinguish any brand. Maximum brand shared fundamentals are the names, designs, signs,
fonts, wrapping or mottoes. The elements of brand are selected to heighten the brand
alertness and to simplify durable realization, auspicious or exclusive brand associations. To
test the contribution of brand-building for the elements of brand is to know the thinking of
customers about the product or service by brand name, related logo and so forward. Some
common elements of brand are needed to discover for identification to brand equity.
 The name of Brand
Brand equity is built on the name of brand (Aaker D. ) .The unique name is a basic sign of the
brand, as a cognizance and communications strength. Since the names of brand are needed to
be managed actively to stimulus outside shareholders. Once brand is launched, conversely,
the new name becomes the psychological property of customers .The name of any brand is
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the announcement for the product‟s uniqueness, which transmits it fundamentally the brand
equity. Though the tags of corporations can be altered, but the titles of the brand do not
change without any substantial possibility of trailing totally fairness.
 Symbols and Logos
The elements of brand-pictorial show a significant role in equity-building in expressions of
brand awareness (Keller, 2003). The pictorial uniqueness of the brand needs to launch or
retaining an occurrence in the markets.
For example, driving in another country when language is unknown, then to recognize a red
octagonal sign means to STOP. The children who cannot read and write, but still can identify
the golden arches and cry out “McDonald‟s!”. Some examples of other brands with strong
wording marks which includes Coca-Cola, and Kit-Kat, Dunhill, etc.
 Typescripts:
Typescripts are characterizes as a distinctive category of the brand-symbol which are taken on
real-life of human features. The typescripts of brands are often colourful or striking imagines,
in which these get attention for brand equity. In a competitive market, any character of brand
can create the features of brand salience. A typescript develops a short allusion to the brand
and generates the clear state of public‟s mind. Letterings contribute for essential objectives of
brand-awareness by retaining the state of public‟s psychological. (Myers, n.d., as cited in
Costa, 2010; Keller, 2003).
 Wrapping:
Packaging is the important brand element of designing and generating container or wrappers
for a product (Croft, 1985, as cited in (Keller, 2003). The product which includes the physical
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presence of the container comprising design, colour, shape, labelling and other resources
used, are called Packaging procedure. To attain marketing goal as well as target consumers‟
requirements, both appealing and efficient apparatuses of packaging should be chosen
properly.
 Mottoes:
Mottoes are the short expressions to communicate expressively or to influential evidence for
the brand (Keller, 2003). The Motto can capture the principle of the brand and can become
an main portion of the brand equity (Aaker, 2002) .Mostly Mottoes appear in advertisements
to show a major role in packaging and in different promoting activities to build brand equity
(Keller, 2003) .
The role of Mottoes is to give for brand equity in many ways, such as brand awareness
building via the title of brand; e.g.: „Have a break, Have a Kit Kat‟ or by creating the durable
links between brand or product assemblage; for example: „If You‟re Not Wearing Dockers,
You‟re Just Wearing Pants‟ (Keller, 2003).
2.5 Model of fast moving consumer goods
There are two cases which demonstrate that how the concept of branding-product can be
familiar sensibly for expansion of effective servicing brands.
Accordingly a research-study by Brooks in 1996, the product-brands and the service-brands
can be established by an approximately related procedure:
• clearing the objectives of brand setting;
• Description of perfect positioning;
• Collection of suitable standards.
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Based on Brooks‟ findings on study of a company “Liverpool Victoria Friendly Society
(LVFS)”, which was established in 1843, currently it has been more than one million
exceptional paying members and accomplishes treasuries of round about £3bn. By highest
clients more than sixty years old, the company confronted the tension to get the response of
younger customers to regenerate its business. Instead, depending upon its extent of past
repute, LVFS had taken a chance to develop the economic amenities for the employed class
of the company. In this state, LVFS selected a pure scheme for rebranding and relocation the
company by following three objectives:
• Home package in familiar environs;
• Domestic institution over many age groups;
• Local associates between agents and clients;
• Similarity in Profiles between clients and organizations;
• attending clients according to their requirements in the linguistic they recognize.
(Chermetony)
2.6 Brand image and consumer commitment
An endless discussion is going on the perception of customer assurance theory and its range
has been clarified by many of the writers and majority of the writers have stated the concept
of assurance same as any worker of a business owns friendliness and participation with the
association for whom he is working. (Weiwei, (2007), “).
The writers mentions the non-stop affection for the worker with the corporation and having
the consciousness of resigning cost of the association, furthermore the writers‟ additionally
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confidential assurance as a normative obligation comprising on emotions of compulsion in
direction to remain the exact occupation (Meyer and Allen, 1991)
The assessments of the writers are occupied in a universal definition of assurance to the
degree the staffs of the corporation are related with their association sensitively, additionally
the workers are sustained to continue to remain the worker of the same business, affecting on
the worker direct their demonstrative feelings, the linking they have with the association, the
participations and thoughts of substitutes, expenses, and charges due to inner administrative
and outdoor cultural inspirations (Ogba, 2007, p. 84).
2.7 Employee brand commitment and Brand Knowledge
Commitment with the worker to the business has been protected expansively in the literature
of administration literature (O‟ Reilly and Chatman, 1986; Meyer and Allen, 1991). Brand
commitment has been deliberated as a significant result of the broadcasting of brand
awareness and also in the result of managerial efficiency and increase in production (Fiorito
et al., 2007, Meyer et al., 1993). Affective dimension describes the sense of identification and
contribution with the association.
Commitment of worker is willing to employ supplementary struggles to attain the goals of the
business allowing for the valuable mannerisms. In the past collected works, employee efforts
were referred as commitments, which were measured by job routine and the occurrence with
workers ruminate goodbye; these together in turn have focused the employee commitment.
(Iverson and Mcleod, 1996; Heffner and Rentsch, 2001)
Past research has showed that if worker identifies the association with business to be a
confident one, then the employee displayed high level of commitment. (Morgan and Hunt,
1994).
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The definition of worker brand assurance by Kimpakorn and Tocquer (2009) is as, “the two
extents to which workers recognize and are convoluted with their package brand, are willing
to employ additional energies to attain the goals of the brand and are concerned in continuing
with the service association.” (Prof. Jayesh Patel, January-June, 2011)
In recent research, Barrow and Mostley (2005),Sartain, Shuman (2006) and some other
authors have examined the functions of a brand which exists in shareholders‟ minds.
According to Ambler and Barrow (1996), employer brand can be defined as, “officialdom‟s
image can be seen through its real and prospective workforces and should not be jumbled
with the brand of consumers.” Employer brand is promised to employ involvement and
attracted to those workers who accomplished best in its culture (CIPD, 2009) and made a
vibrant view to makes a different and desirable business as a manager (Backhaus and Tikoo,
2004).
When organizations are observed as attractive employers due to their performance in regard
to quality products and services, treatment of the environment, and issues of diversity, it leads
them to attainment of competitive advantage (Daniel et al., 1997). In the result, these
organizations will become custodians of the brand appearance and turn into real supporters
and promoters of the brand. Reviews of past literature identified that, there are four
dimensions to define commitment to brand employee,
1. Proprietor brand as employees‟ brand awareness;
2. Consumer brand as supposed by organizations;
3. The brand of employer and its contestants;
4. The brand of employer which was experienced by organizations. (Prof. Jayesh Patel,
January-June, 2011)
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When employees consider about the brand of employer, firstly they study the way in which
they use the brand in their routine life.
Employer brand as experienced by employees
When employees consider about the brand of employer, firstly they study the way in which
they use the brand in their routine life. Actually, they are influenced mostly by the style of
top management, practices of human resource management and cross-functional
synchronization between numerous branches. (Dunmore,2003; Mitchell, 2003).
Many Researchers had been pointed out that a strong identification with the business would
encourage a worker to keep stay with the association (Allen and Meyer, 1990) then it would
have a positive impact on employee‟s customer positioning. Even workers supposed the
company brand as an honourable brand, worker commitment was estimated to be high
(Morsing, 2006). Previous literature has proved that higher the familiarity of workers with
the company brand; it would be expected to have high level of brand assurance. (Prof. Jayesh
Patel, January-June, 2011)
According to Keller (1998), brand knowledge consists of a brand node in the memory with a
variety of associations linked to it. The organizations of these brand nodes in one‟s memory
had a significant influence on how brand information is recalled, which ultimately influences
an individual‟s behaviour as well as brand related decisions. (Keller, 2003) Linked the brand
awareness to the customer; it is likewise related to the worker. The meaning of brand
knowledge is to distribute the brand promise to workers. According to consumer‟s
viewpoint, if workers are not getting the information of the brand, they will not capable to
perform in the desired manner by the business, nor would they be able to make decisions
relating brand.
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Such kind of worker behaviour to the consumptive manners of customers, demonstrates in
work associated behaviour is focused around distributing on the brand aptitude. To motivate
the students in universities settings specifically in higher education about brand knowledge
deals with rational and sentimental mechanisms i.e. the meaning of brand (Palacio et al.,
2002). It also comprised the knowledge of customer wants and prospects and worker
understanding of their accountability to distribute the brand assurance. (Prof. Jayesh Patel,
January-June, 2011)
2.8 Loyalty Intention
The progress of loyalty has been positioned over the time, basically the concentration of
loyalty expansion was product related service and with reverence to noticeable goods to the
focus on loyalty of brand. Cunningham (1961) has extended the range of brand loyalty by
using the same measures with Brand loyalty. The combination of loyalty emphasized on two
different approaches of loyalty which are known as behaviour and attitude. Jacoby and
Chestnut (1978) presented a theoretical description of brand loyalty as:
 biased (i.e. non-random);
 behavioural response according to buying;
 conveyed over time;
 by some policymaking component;
 with respect to more than one brands out of a customary of such brands;
 A function of psychosomatic (evaluation in decision-making) procedures.
The loyalty of customer is the assurance by the consumer to re-purchase or re-buy package
and product from one specific firm or organization in the future thus consumer repeating
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same brand for purchasing Oliver (1997). Brand loyalty can be clarified on the base of the
behaviour, attitudinal or compound approach.
Loyalty behaviour has been dignified to purchase repeatedly frequency of the customer,
while l loyalty attitude mentions to the specified presentation, promise or buying aim of the
customer. Jacoby and Chestnut (1978) claimed that the behaviour measures principally
symbolize the stationary result of an active assessment process (i.e. exclusively on actual
behaviour). So, this methodology unable to recognize the characteristic underlying brand
loyalty and also not sufficient to streamline the important factors that conclude how and why
brand loyalty should be established or adapted (Jacoby & Chestnut, 1978). The attitude
processes are referred to the feelings of consumer toward the brand and definite intention to
suggest likelihood to repurchase the product and service (Schiffman & Kanuk, 2004; Jacoby
& Chestnut, 1978). Objective of consumer can be dignified by asking consumer about their
upcoming goals to repurchase product or service again (Jones & Sasser, 1995). Additionally,
Jones and Sasser (1995) recommended that
The companies should apprehend the information (i.e. purpose to repurchase the good or
service) when they extent level of consummation of buyer to the product and service.
The intention of Customer for repurchasing the good or service can be measured at any time
by making relationship with customer.
Objective of repurchase by the customer is a strong sign of future behaviour.
(THAKUR* & SINGH, 5, May 2012,)
2.9 Customer Satisfaction
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The meaning of Satisfaction is to gratify the response of consumer about the provision of
service and the product (Oliver 1997). According to Levesque and McDougall (1996)
satisfaction is hypothesized as a whole, consumer approach towards the provider of service.
Apparently, satisfaction is like a boldness which can be measured by the sum of the
satisfactions with the numerous characteristics of the product or service (Churchill and
Surprenant, 1982) the definition of the Customer satisfaction may be as “a belief before
buying and awareness about presentation after consumption”. The expectation of hypothesis
recommends that customers are fulfilled when the performance of the product is better than
expectations is called positive disconfirmation, and the when the consumers are not fulfilled
because of poor performance of the product which dissatisfies the customers' anticipations is
called negative disconfirmation, and unbiased satisfaction when the performance of product
meets the expectations is called zero disconfirmation/verification. A positive disconfirmation
is front-runners to consumer satisfaction and a negative disconfirmation hints to consumer
dissatisfaction. (THAKUR* & SINGH, 5, May 2012,)
2.10 Factors moving consumer loyalty
There is a direct link between satisfaction and loyalty: satisfied consumers converted into
loyal and dissatisfied consumers move into another wholesaler (Heskett et al., 1994).
The power of satisfaction on loyalty has been the most popular subject of studies in these
days. Numerous studies have publicized to show the existence of a straightforward linking
concerning satisfaction and loyalty
The main objective of forming American Customer Satisfaction Index (ACSI) in 1984 was to
clarify the expansion of customer loyalty. The ACSI model has three antecedents for
consumer satisfaction:
23
 Supposed quality
 Supposed value
 Expectation of consumer (Anderson et al., 2000).
In the European Customer Satisfaction Index (ECSI) model supposed quality is allocated into
two elements:
 “Hard ware”, is comprised of the attributes and quality of the product or service.
 “Human ware”, is characterized by the related customer behaviour towards the
product/service (Grönholdt et al., 2000).
Both models should increase to upturn the customer loyalty. When the satisfaction is little
consumers have the choice to exit or prompt their criticisms. Scholars have revealed that 60
to 80% of consumers who blemish to a rival believed that they were satisfied on the analysis
just proceeding to their defection (Reichheld et al., 2000). So it is proved that there are some
other issues alongside satisfaction that have a certain impact on customer loyalty.
On the basis of past literature review, consumers can be recognized by their loyalty in some
ways, such as:
1. Faithful or passionately loyal customers – these kinds of users are very active to use
several types of products and services and announce to consume them in future, they also
mention the same to others for using the product or getting the service.
2. Socially loyal consumers – these kinds of the consumers are those, who use certain
products or services and announce that they will continue to use in future but do not care to
recommend to others.
3. Unsure or doubtful consumers – these are the consumers who use certain products or
services but do not recognize which products they will consume in the future.
24
4. Unfaithful reducers – these kinds of consumers are those who have decrease or will
decrease the percentage of the product or the service in their practice.
5. Leavers – those consumers who announce, that they certainly will not use this product or
the service in future. (Waheed Akhter, 18 February, 2011)
Invalid source specified.
2.11 Conclusion:
From the above mentioned discussions it could be concluded that brand image plays a vital
role in the perception of customers towards the brand loyalty, commitment and repurchase of
a brand. Many studies have provided evidence that brand image has a positive impact on the
brand loyalty of the customer and such studies are by Bian and Moutinho, (2011), Aaker and
Keller; Park et al., (1991), Dolich, (1969), Low and Lamb (2000). Many factors have been
discussed that contribute to creating a brand image of any corporation such as the quality of
product, the quality of services provided, awareness about the brand etc. the brand image of
any product or corporation helps the corporation to attract customers and satisfying the
existing clients by providing quality product is considered to be easier than attracting new
ones. Furthermore, brand image helps the customers to seek the required product in presence
of so many other brands. Similarly the brands with good image tend to attract more customers
and builds brand loyalty, develops commitment of loyal customers to repurchase the brand.
2.12 Hypothesis of the study:
From the above discussions following hypothesis are developed to test the impact of brand
image on customer loyalty, customer satisfaction and customer commitment.
25
Ho1: Sensory attributes related to brand image does not tend to have positive impact on
consumer loyalty.
H1: Sensory attributes related to brand image tends to have positive impact on consumers
loyalty.
Ho2: Symbolic attributes related to brand image does not tend to have positive impact on
consumer loyalty.
H2: Symbolic attributes related to brand image brand image tends to have positive impact on
consumers
Ho3: Utilitarian attributes related to brand image brand image does not tend to have positive
impact on consumers
H3: Utilitarian attributes related to brand image brand image tends to have positive impact
on consumers.
Ho4: Economic attributes related to brand image to brand image does not tend to have
positive impact on consumers.
H4: Economic attributes related to brand image brand image tends to have positive impact
on consumers.
Ho5: Brand image does not have positive impact on customer satisfaction.
H5: Brand image have positive impact on customer satisfaction.
Ho6: Brand image does not have positive impact on customer loyalty.
H6: Brand image have positive impact on customer loyalty.
Ho7: Brand image does not have positive impact on customer commitment.
26
H7: Brand image have positive impact on customer commitment.
Ho8: Customer satisfaction does not have positive impact on customer loyalty.
H8: Customer satisfaction has positive impact on customer loyalty.
Ho9: Customer satisfaction does not have positive impact on customer commitment.
H9: Customer satisfaction has positive impact on customer commitment.
CHAPTER 3
3. Research Methodology
A research methodology is a logical approach that could be employed to exercise a well-
matched policy in order to support to the study under research (Saunder et al., 2003). The
purpose of current study is to see the impact of brand image of milk packaging on the
consumer loyalty, assurance and repurchases behaviour in order to examine the theoretical
model developed in the course of studies discussed in the of literature review. Furthermore
for the current study logical approach will be employed as this approach is adequate to
observe the requirements of the study. The empirical approach tributes the self-administered
questionnaire to investigate the relationship amongst the four major variables which are brand
image, brand loyalty, assurance and repurchase behaviour of consumer.
The qualitative method of research is applied because this would enable the study to come
out with a detail examination involving complex issues concerning to branding a purpose, by
focusing with few respondents in order to acquire a detail response from respondents and also
to allow them to freely express their feelings and perception about the subject matter.
27
3.1 Strategies and Procedure of the Research:
The data was collected through an online survey methodology in order to test the theoretical
model for the existing study. For this purpose the technique of questionnaire was developed
which was uploaded on a legal URL which is selected by well-known research corporation
the „survey monkey‟. The link of the survey was sent to the selected respondents for the
requirement of survey from the university email and face book was allowed in order to get
the response from the customers about the impact of packaged milk brand image on the
customer loyalty, assurance and customer satisfaction. But the purpose of the study was told
to the respondents and they were guaranteed that the shared information would be kept
confidential and anonymous.
3.2 Methods of Research:
The most broadly methods assumed to investigate a research include of quantitative research
and qualitative research. Both of these methods posses‟ unique characteristics but at the same
time contain certain experts and shafts which differentiate the two methods in respect of
scope and degree of suitability. Conversely on the basis of nature and degree of suitability for
the current study quantitative method of research is assumed in order to yield more precise
and exact results.
3.2.1 Quantitative Research:
According to shah and Corley ((2006) quantitative research could be defined as:
“Statistical analysis is used for quantitative study to order its sample results to yield forecasts
of the upcoming behaviour of a related sample group. Quantitative research is assumed by
means of forming a hypothesis, collecting data, which is then ordered and analysed. Finally
28
the conclusion will recognize whether the initial hypothesis is supported by the evidence
(data)” (Shah and Corley, 2006).
In order to carry out quantitative research a self-administered questionnaire survey will be
directed in order to collect data to test the projected hypothesis.
3.3 Procedure of Data Collection:
For the existing study in order to collect data both primary and secondary sources were
employed to get better indulgent of the research under study and to gain inclusive results.
3.3.1 Primary Research:
According to McDaniel and gates (2003) “in primary research data is in raw form means
which has to be composed according to the research directed and the data could be collected
by the way of surveys, interviews, questionnaires, observations and focus groups” (McDaniel
and gates 2003).
To test the hypothesis the primary data for the existing study, data was collected by self-
administered questionnaires and in order to make the study more comprehensible and
elaborative primary data provided the balanced in collecting the secondary data for the study.
3.3.2 Secondary Research:
Secondary data is comprised of that data which is presented in the publishing form,
furthermore according to Wallace (2009) secondary data is “an ordered piece of search to
answer the queries, provide empirical as well logical evidence for the applied theories and
provide better understanding of the research topic”. For the existing study literature review
instigated from the widespread secondary sources such as articles journals, newspaper and
29
the information was mainly collected from the secondary resources provided by foremost
academic databases such as EBSCO, MINTEL, and EMARLD, JSTOR etc.
3.4 Scheming of Questionnaire:
As the existing study is supplemented by the way of carrying out questionnaire technique so
the questionnaire has to ensure every aspect of the study and different questions were
prepared on each variable such as brand image customer loyalty, customer satisfaction and
customer commitment. Furthermore different questions were established on the structure of
brand image in order to provide inclusive and exact results. For further carefulness and
accuracy of results closed ended questions were established as the contributors find a close
ended questionnaire easy to fill rather than to answer an open ended question. Likewise
results of close ended questionnaire rise to be more exact and exact as they are dignified
against a specific scale rather than open answers (McDaniel and Gates, 1997).
3.5 Sample:
The model for the current study is comprised of the consumers of packaged milk brand
“Dairy Crest”. The method of non- random or non-probability sampling is adopted.
According to Trochim (2008), “Non-random is a secondary kind of sampling which is
designed at making obvious choices on self-judgment basis about what should be added to
the sample accurately”. Other reason of adopting non random sampling was the time
constraint and inadequate resources as non-random sampling is suitable to employ (Saunders
et. al 2007).
3.6 Features of Respondents:
30
The contributors who were involved in the survey were mostly from the age group of 16 to
25, 26 to 35, 36 to 45, and 46 to 55 and above. The contributors encompassed of students of
high school, few were from bachelor‟s level, few university graduates and few were from
post graduate level. Furthermore the sample contained of both female and male respondents.
The purpose of selecting such sample was to get different views of people from all age
groups, different levels of students (Creswell, 2003).
3.7 Size:
The sample size for the existing study was set at 100. And this was comprised of 100 surveys forms
which were occupied by both male and female respondents online. This sample size was selected for
the reason of round statistics more for the reason as a large sample size is good for computing more
comprehensive results. The sample size of 100 was additional handled appropriately and was
understood easily as well (Flyvjberg, 2006),
3.8 Preparation of Data:
For the purpose of saving time and tiresomeness later on the questionnaires were accurately
evaluated once filled by the respondents. It was on-going task during collection of the data.
This greatly helped the researcher in broadcasting of questionnaires and this way the
uncertain and incomplete questionnaire were not measured. Conversely more questionnaires
were filled to reach the sample size (Sekaran, 2004).
3.9 Data Coding and Feeding:
After collecting the survey forms all the answers from the questionnaire were fed into
computer software SPSS (Statistical Package for Social Sciences), the most commonly used
software for directing quantitative research. The options were implied from 1 to 5 on the liker
31
scale. 5 for strongly agree and 1 for strongly disagree and ANOVA and correlation analysis
were employed for the valuation of association or differences of variables.
3.10 Moral Considerations:
The respondents were told earlier about the purpose of the survey and informed about the
research study. Furthermore they were also told that the purpose of the survey is academic.
Additionally the names of the respondents were kept confidential. Volunteer participants
from the respondents were originated. Those respondents who wanted the copy of the study
were demanded to provide their email addresses to send the copy of the study to them on
accomplishment (Shah and Corley, 2006).
3.11 Trustworthiness and Rationality
This research scale items were designed as an intermission rating five-point Likert scale to be
replied to on a measure of one to five “to designate the degree of participants” agreement or
disagreement with a given declaration, where five denotes “strongly agree”, four denotes
“agree”, three denotes “neutral”, two “disagree”, one “strongly disagree”. The purpose of
this enhanced method is to suggest the respondents with more choice and assistance their
moods toward the brand of their choice and provide room for the assessment of the scale‟s
validity and consistency.
Chapter 4
4. Findings and analysis:
32
The purpose of this chapter is to extant the findings and analysis of the data collected on the
basis of questionnaire. The first segment of this chapter will present the socio demographic
analysis of the sample features which are prepared on gender, age, education, how much
consumers care about using “packaged milk Dairy Crest” brand, the period for which the
consumers have been using “packaged milk Dairy Crest” brand and the elements which
influenced them to purchase “packaged milk Dairy Crest” brand. For the second stage of this
chapter the option of SPSS compute was employed to get the resources of all the dimensional
scale of brand image such as Physical, Figurative, Functional and Financial. In the next stage
linear regression model and for presenting the statistical model, correlation was run on the
SPSS software, furthermore to test the hypothesis ANOVA, t-statistics and regression
coefficients on the variables of the research developed from literature.
4.1Socio-demographic Analysis:
The table 1 showing the “gender table” which is showing that the female respondents were
more than as compare to male respondents. An aggregate of 61 respondents were female and
39 were male respondents.
4.2 Correlations:
Berenson et al., (2009) stated that coefficient of correlations „r‟ is employed to measure the
comparative strength between the two numeric variables. For the current study the four
hypotheses of brand image that are Physical, Figurative, Functional and financial have been
linked hypothetically with the brand image. Concerning the hypothetical studies, the
relationship among the brand image and its four variables (the table 7 shows), there exists a
positive correlation among the brand image and Physical, Figurative, Functional and
Financial. Between the four variables the most significant variable having strong correlation
with Brand image is the financial construct that is 0.715. The result of the correlation shows
33
positive relation between the Physical construct and brand image, as this variable is linked
positively with brand image to having positive impact on consumers of “packaged milk Dairy
Crest” brand. However other hypotheses also tend to have positive correlation with Brand
image for instance, Figurative is correlated with brand image at 0.629, and Functional is
correlated at 0.688 and Physical at 0.516.
On the other hand, remaining three variables such as Consumer satisfaction, Consumer
loyalty and Consumer commitment also tend have positive correlation with brand image. The
table 7 is showing the correlations of all variables with brand image. Amongst these three
variables the satisfaction of Consumer shows a strong relation with brand image which is
0.603 where as Consumer loyalty inclines to have feeble but positive association with brand
image and is positive statistically at .400. Whereas the commitment of consumer is associated
positively with brand image is .432. From the analysis it could be seen that the variable
Financial tends to have the strongest correlation with the brand image, i.e. .715 more close to
1, Functional have more strong relation than Physical and Figurative at .688. The findings
gained through correlation statistical analysis provide empirical evidence to the significance
of the hypothetical conceptual model. However the correlation results reveal that all the
variables tend to have a positive association with the brand image. The analysis of linear
correlation of the study supports the hypothesis of the study strongly.
34
35
The table 2 represents the results for age, the respondents who belongs to different age groups
were such as, conversely 28 respondents belonged to the age group of 16 to 24, 27 belonged
to age group of 25 to 34, 23 respondents belonged to 35 to 44 age group, 9 respondents were
from 45 to 54 age group and 13 respondents belonged to the age group of beyond 55 years of
age.
36
37
The results presented in table 3 are showing for education of the respondents, according to
the results majority of the respondents (35%) are high school students, 34 respondents are
college graduate, 16 respondents are university graduate and 15 respondents are the students
of post graduate. However majority of the respondents accomplished high school and
graduate level which is a solid indicator that majority of the consumers of “packaged milk
Dairy Crest” brand are educated people.
38
The following table is showing the responses of consumers concerning how much they care
to use the “packaged milk Dairy Crest” brand. The result reveals that the majority of the
consumers about 57 percent strongly care about using “packaged milk Dairy Crest” brand, 28
percent respondents somewhat care about using the specific brand, 10 percent of the
respondent does not care much about using “packaged milk Dairy Crest” bands and 5 percent
of respondents never care about using “packaged milk Dairy Crest” brand or any other.
39
However majority of the respondent i.e. 57 percent strongly care to use “packaged milk Dairy
Crest” brand which is a strong indicator for the current study.
40
The table 5 is nearby the period the consumers have been using “packaged milk Dairy Crest”
brand. The results revealed that about 13 respondents have used “packaged milk Dairy Crest”
brand for less than 1 month, 15 have used “packaged milk Dairy Crest” brand for 1 to 6
months period, 14 respondents have used “packaged milk Dairy Crest” brand for a period of
6 to 1 year, 24 consumers have used it for 1 to 3 years and 34 consumers have used
“packaged milk Dairy Crest” brand for over 3 years which is a strong sign for the study.
41
The table 6 exposes the results for the question about the features which affect the consumers
to purchase “packaged milk Dairy Crest” brand products. The results revealed that 29 out of
100 respondents selected the price factor for purchasing the “packaged milk Dairy Crest”
brand products, 44 respondents selected brand image as the reason for purchasing “packaged
milk Dairy Crest” brand products and 27 respondents selected quality of product factor as
their reason of purchasing “packaged milk Dairy Crest” products. The demographic result
shows that mostly respondents are motivated towards purchasing and using “packaged milk
Dairy Crest” brand because of its brand image, quality of products and purchasing and using
of “packaged milk Dairy Crest” brand is more evident in youngsters ranging from age of 16
to 15 and majority of the consumers are using “packaged milk Dairy Crest” brand for more
than 3 years.
42
43
4.3 Regression Models: Hypothesis Testing:
Using the technique of questionnaires, the empirical data is collected to be examined by
using ANOVA, t-test and linear regression model in order to show the results of the study
and in order to display the association that exist between different variables.
4.3.1 Hypothesis Testing: H1-H4:
The first four hypothesis related to the brand image that are Physical, Figurative, Functional
and Financial has positive impact on the Consumer loyalty and are maintained by the
ANOVA test. The table 8.2 shows the significance value is p equal to 0.000 which is <
0.0001 and the F statistics value is 17.037 which fall in the acceptance region of the critical
44
region. The value of R square delivered in the table 8.1 of model summary is .148 at 98
degree of freedom which shows convinced descriptive power. Additional it represents 14.8
percent of the variation of variable i.e. Consumer loyalty can be significantly caused by
independent variable i.e. Physical.
There exists a significant relationship between the two variables taken, if the value of p is less
than .05 at 95 percent interval level. In the same way the value for t-statistic at 95 percent and
99 percent at 98 degree of freedom should be greater than 1.96 and 2.58 value of coefficient
beta (β) consents the hypothesis. In case of hypothesis 1 the regression result reveals that the
standardized coefficient of beta (β) is .385 and t–statistics is 4.128 and p value is 0.000 which
infers that that the hypotheses of brand image (Physical, Figurative, Functional and Financial)
does have a positive impact on Consumer loyalty. Furthermore it exposes 38 percent of
variation in Consumer loyalty is caused by the Physical characteristics of brand image.
45
46
In case of hypothesis 2 the regression result shows that the standardised coefficient of beta
(β) is .313 and t–statistics is 3.257 and p value is 0.002 which infers that that the attribute
Figurative of brand image have a positive impact on Consumer loyalty.
47
However taking hypothesis 3 the regression result shows that the standardised coefficient of
beta (β) is .164 and t–statistics is 1.643 and p value is .104 which infers that that the attribute
Functional of brand image does not have a positive impact on Consumer loyalty and does not
accepts the alternate hypothesis.
48
49
However supposing hypothesis 4 the regression result shows that the standardized
coefficient of beta (β) is .155 and t–statistics is 1.548 and p value is .125 which infers that
that the financial characteristic of brand image also does not have a positive impact on
Consumer loyalty and does not accepts the alternate hypothesis.
50
4.3.2 Hypothesis Testing: H5:
To see the impact of brand image on Consumer loyalty, the next hypothesis of the study is
concerned and the hypothesis is supported by the ANOVA test model. The table 12.2 shows
the significance value p is equal to 0.000 which is < 0.0001; furthermore the F-statistics value
is equal to 18.692 which fall in the acceptance category of the critical region. Furthermore the
summary table reveals that the R square value is equal to .160 at 98 degrees of freedom
which shows the model possesses explanatory power. The R square further indicates that 16
percent of the distinction of the dependent variable which is Consumer loyalty can be
significantly be described by the brand image which is the independent variable.
Furthermore the table for regression coefficients provides the values for standardized
coefficient beta (β) equal to .400; the value of t is equal to 4.323 and p value equal to 0.000
51
which shows that the hypothesis, Brand image have certain positive impact on Consumer
loyalty. Further he results also tend to conclude that 40 percent of the variation in Consumer
loyalty is caused by the brand image. Hence this accepts the alternate hypothesis that the
higher the impact of brand image of “packaged milk Dairy Crest” Corporation is on
consumers the higher will be the Consumer loyalty.
52
The hypothesis 6 of the study is regarding the impact of brand image on Consumer
satisfaction and this hypothesis is also supported by the ANOVA test model. The table 13.2
shows the significance value p is equal to 0.000 which is < 0.0001; furthermore the F-
statistics value is equal to 55.890 which fall in the acceptance vicinity of the critical region.
Additionally the summary table reveals that the R square value is equal to .363 at 98 degrees
of freedom which shows the model possesses explanatory power. This further indicates that
36.3 percent of the variation of the dependent variable which is Consumer satisfaction can be
considerably be explained by the brand image which is the independent variable. Further the
table for regression coefficients provides the values for standardized coefficient beta (β) equal
53
to .603; the value of t is equal to 7.476 and p value equal to 0.000 which shows that the
hypothesis, Brand image have positive impact on Consumer satisfaction. Further he results
also tend to conclude that 60.3 percent of the variation in Consumer satisfaction is caused by
the brand image. Hence this accepts the alternate hypothesis that the higher the impact of
brand image of “packaged milk Dairy Crest” Corporation is on consumers the higher will be
the Consumer satisfaction.
54
The result of the hypothesis 7 which is concerning the impact of brand image on Consumer
commitment is also supported by the ANOVA test model. The table 14.2 shows that the
significance value p is equal to 0.000 which is < 0.0001; furthermore the F-statistics value is
equal to 22.479 which fall in the acceptance vicinity of the critical region. Additionally the
summary table reveals that the R square value is equal to .187 at 98 degrees of freedom
which shows the model owns explanatory power. This further indicates that 18.7 percent of
the variation of the dependent variable Consumer commitment can be considerably be
explained by the brand image the independent variable. Further the table for regression
coefficients provides the values for standardized coefficient beta (β) equal to .432; the value
of t is equal to 4.741 and p value equal to 0.000 which shows that the hypothesis, Brand
image have positive impact on Consumer commitment. Further the results also tend to
conclude that 43.2 percent of the variation in Consumer commitment is caused by the brand
image. Hence this concludes that the higher the impact of brand image of “packaged milk
Dairy Crest” brands is on consumers the higher will be the Consumer commitment.
55
56
The hypothesis 8 is developed to measure the impact of Consumer satisfaction on the
Consumer loyalty. The results of the hypothesis are not supported by the ANOVA test model.
The table 15.2 shows that the significance value p is equal to .463; furthermore the F-
statistics value is equal to .544 which falls in the acceptance vicinity of the critical region.
of freedom which shows 6 percent of the variation of the dependent variable Consumer
satisfaction can be considerably be explained by the Consumer loyalty. Further the table for
regression coefficients provides the values for standardized coefficient beta (β) equal to .074;
the value of t is equal to .737and p value equal to .463 which shows that the hypothesis,
Consumer satisfaction does not have positive impact on Consumer loyalty. Hence this rejects
the alternate hypothesis that Consumer satisfaction has positive impact on Consumer loyalty
and accepts the null hypothesis.
57
58
4.3.6Hypothesis Testing: H9:
In order to measure the impact of Consumer satisfaction on Consumer commitment, this
hypothesis was developed and the results are supported by the ANOVA test model. The table
16.2 shows that the significance value p is equal to 0.000 which is < 0.0001; furthermore the
F-statistics value is equal to 13.271 which fall in the acceptance vicinity of the critical region.
of freedom which shows the model own explanatory power. This further indicates that 11.9
percent of the variation of the dependent variable Consumer satisfaction can be considerably
be explained by the Consumer commitment. Further the table for regression coefficients
provides the values for standardized coefficient beta (β) equal to .345; the value of t is equal
to 3.643 and p value equal to 0.000 which shows that the hypothesis, Consumer satisfaction
have some positive impact on Consumer commitment. Further the results also tend to
conclude that 34 percent of the variation in Consumer commitment is caused by the
Consumer satisfaction. Hence this concludes that the higher the impact of Consumer
satisfaction of “packaged milk Dairy Crest” brands is on consumers the higher will be the
Consumer commitment and this accepts our alternate hypothesis.
Table no. 16
59
Variables Entered/Removed (b)
Mode Variables Variables
l Entered Removed Method
1 Consumer
_satisfacti
. Enter
on_mean(
a)
a. All requested variables entered.
b. Dependent Variable: Consumer_commitment_mean
60
Chapter 5
Conclusions, Implications, Limitations and Future Research Directions:
This chapter is deliberate to accomplish the study, in the first part of this study; the results
will be discussed in the light of literature review. Further implications of management are
given for the mangers of the same industry to follow the practical approach resulting from the
study, for the purpose to run their industry more successfully. Additionally the limitations of
61
the study have been put together which the researcher faced due to short time and limited
resources during the course of research. Furthermore some beneficial future commendations
have been given in order to continue the future work.
In order to check the impact of brand image of “packaged milk Dairy Crest” brand on
Consumer satisfaction, Consumer loyalty and Consumer commitment nine hypotheses were
developed along with the conceptual frame work. The data for research was collected by
using the technique of questionnaire and the answers of the questionnaires were fed in SPSS
and results were produced. In order to test the impact of brand image four major hypotheses
of brand image were developed to check the impact on consumers. The hypotheses are
Physical, Figurative, Functional and Financial. From the findings it was found that the brand
image tends to have positive impact on Consumer satisfaction, Consumer loyalty and
Consumer commitment. However the relation between brand image and Consumer
satisfaction is the strongest.
In the first four hypothesis of the study regression was run on the attributes of brand image
and Consumer loyalty. It was found that the first two hypotheses that are Physical and
Figurative tend to have a positive impact on the Consumer loyalty while the other two
hypotheses that are Functional and Financial does not have a positive influence on Consumer
loyalty which accepts the null hypothesis. The results of hypothesis 1 and hypothesis 2 are
consistent with the previous findings of Iversen and Hem (2008) as they say brand image
shows the personal symbolism the consumers attach with their favoured brand including all
the information and information related to that brand in the same way, Hsieh and Li (2008)
says when consumers have a clear and positive image of the brand, the brand image tends to
have a stronger effect as compare to those of the competitors. However the finding of
hypothesis 3 and 4 of the current study face most of the findings of previous studies as
researchers in previous study say a favourable image of an administration‟s brand tends to
62
create a positive impact on the consumers behaviour concerning enhancing the brand loyalty,
towards commanding the price premiums of the brand products and furthermore towards the
words of mouth about the brand and organization to (Martenson, 2007). But from the findings
of current study the attributes Functional and Financial did not tend to produce positive
results on Consumer loyalty.
The hypothesis 5 of the current study tests the impact of brand image on the Consumer
loyalty as a whole. The regression result reveal that when means of all the attributes of brand
image were regressed with the mean of brand loyalty the outcome was a positive impact of
brand image on Consumer loyalty. As opposite to the individual inspiration attributes of
brand image collective attributes tend to give a positive relation between brand image and
Consumer loyalty. The hypothesis could be supported from the previous studies as Faircloth
et al., states that brand image is an important factor affecting the behaviour of the consumers
and affects the purchasing behaviours, loyalty and commitment of consumers towards the
brand. It is found that the more positive the brand image of any organization the more the
consumers are loyal and committed and the more the consumers pay to purchase the products
of such organizations (Faircloth etal., (2001).
However the hypothesis 6 of the study reveals positive relation between brand image and
Consumer satisfaction and also rejects the null hypothesis. This hypothesis reveals the same
results as by the study of Sondoh Jr.et al (2007). They in their study present the view that the
satisfaction level of the consumers reflects the likeness and affection towards the product of a
brand. In the same way Oliver (1999) said that consumers tend to develop a positive attitude
towards a brand at an effecting stage or they show their fondness towards a brand as a result
of satisfaction after using the brand several times. Thus the findings of hypothesis 5 of the
current study are coherent with the previous studies.
63
The hypothesis 7 of the study is developed to check the impact the impact of brand image on
Consumer assurance. Many researchers conducted in past has supported the hypothesis for
instance the research studies by Moorman et al., (1992), Ogba, (2007), Lok et al., (2005),
Aaker (1991), Meyer and Allen, (1991) and (Lacey (2007) all supported the relation of brand
image and Consumer promise and they all are of the view that brand image shows a vital role
in holding consumers the more strong image the consumers will have of any brand the more
committed would be the consumers. Similarly Aaker (1991) says a brand with strong image
tends to have a larger number of consumers that are committed to the corporation and these
consumers tend to create a long lasting relationship with the brand. Similarly Moorman et al.,
(1992) says consumers want to have a maintained relationship with the corporation directly
or indirectly through their commitment with the brand of the corporation and this produces a
positive effect on result the business.
In the next two hypothesis the impact of Consumer satisfaction was tested on Consumer
loyalty and Consumer commitment in order to know whether a satisfied Consumer could be
committed or loyal to the brand or not. The hypothesis 8 test result shows that for the current
study the hypothesis has been rejected which shows that there exists a negative relation
between Consumer satisfaction and Consumer loyalty. Whereas the hypothesis 9 has been
accepted and shows that there exists a positive relation between Consumer satisfaction and
Consumer commitment.
Suggestions for Management:
The results of this study show the significant role of Dairy Crest Group milk brand in
building strong consumer-based brand equity; administrators could relate these findings to
their brand equity building policies.
64
Because of progression in technology and hard competition in the markets, it is necessary for
the corporations to make their product better than their competitors in quality, availability,
and marketing, affordability in order to attract consumers and in profit retain the consumers.
In order to recollect the consumers the companies need to focus on the satisfaction level of
the consumers as it has been found out in the current study that a more fulfilled consumer
will become the loyal and committed Consumer. So for this the managers and owners should
adopt smart policies in order to attract and retain consumers. The administrators need to
know that only satisfaction is not the only factor that can attract and recall consumers. There
is also the need for mangers to assume good marketing strategies along with good quality of
the product. As consciousness of product among consumers will bring in new consumers and
the satisfaction the consumers will get from the product will ultimately make them the loyal
consumers of the corporation. In addition to this as the analysis and discussion part of the
study reveals that there is a negative relation between impacts of satisfaction on the
Consumer commitment of the “packaged milk Dairy Crest” brand, which shows that the
demands of Consumer which they have from the “packaged milk Dairy Crest” brand have not
been fulfilled. As Consumer commitment is said to be focused as a result of predictable
outcomes from any product, including outcomes from purchasing of a product, psychological
character of identifying with brand, etc. Therefore the new managers should focus on the
psychological needs of the consumers in order to have positive impact on them in order to
retain them. The psychological needs of the consumers could involve the way the corporation
deals with the consumers, the way the corporation presents it product so the mangers of the
“packaged milk Dairy Crest” Corporation should have a courteous Consumer services staff.
Furthermore from the discussions and analysis presented above it was found that Functional
and Financial attributes of brand image did not yield positive results in terms of Consumer
loyalty, and the mangers need to focus their attention on this and should consider other option
65
which can facilitate the consumers apart from reliability, durable and easy to use features as
the consumers demand highly sophisticated products with enhanced functionality and
features. Furthermore the managers should also enhance their financial features as consumers
also showed negative response in the current study. Following and focusing more on the
aforementioned implications will help the organizations to attract more consumers, satisfy
their needs with their products and build long lasting relation with the consumers.
Limitations and Future Research Directions:
The current study is also not free from limitations. As the major limitation faced in this study
was in terms of generalization, as the current study was conducted in UK, therefore the
people here may have different culture, norms, habits choices and preferences from those
living in any other part of the world. As these factors are greatly affecting the attitudes and
preferences of people. Further the time and cost were the biggest limitations in the current
study. Furthermore the technique of data collection by the way of online survey may not real
population and this may affect the simplification of the study. Further this study has a
possibility for future research as the current was directed by taking the quantitative research
exclusively in future a study with qualitative research could also be directed as through
interviews one can have a better belief of consumers regarding brand image.
Bibliography
Dairy Crest Group Plc Annual Report 2012. (2012). Uk.
Aaker. (2002). Building Strong Brand.
66
Aaker, D. (N.D.). Managing Brand Equity: Capitalizing On The Value Of A Brand Name. 1991.
Chermetony, M. M. (N.D.). Corporate Marketing And Service Brands:.
Eshun Richard, A. K. (June, 2012). The Impact Of Brand Loyalty Within The Fast Moving Consumer
Goods (Fmcg) In Ghana.
Hansen, T. (2013). Http://www.Ukessays.Com/.
Http://Hotelexecutive.Com/Author/14/Matthew-Rosenberger. (N.D.).
Http://Hotelexecutive.Com/Click/Ad.Php?Cid=Cornellbigoct201.
Keller. (2003). Branding And Brand Equity: Growing And Sustaining Brand Equity.
Laurens M. Sloot A, ∗. P. (2005). The Impact Of Brand Equity And The Hedonic Level Of Products
On Consumer Stock-Out Reactions. Journal Of Retailing 81 (1, 2005) 15–34.
Osman*, M. S. (Spring 2011). A Study On The Association Between Brand Awareness And
Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan. South Asian Journal
Of Management Sciences.
Prof. Jayesh Patel, P. D. (January-June, 2011). Measuring Employees’ Brand Commitment In
Universities Settings:An Empirical Study In India. Gfjmr Vol. 2.
Sawant, M. R. (Nov. - Dec. 2012). Impact Of Advertising On Brand Awareness And Consumer, 8.
Thakur*, S., & Singh, D. A. (5, May 2012,). Brand Image, Customer Satisfaction And Loyalty
Intention: A Study In The Context Of Cosmetic Product Among The People Of Central India.
Excel International Journal Of Multidisciplinary Management Studies,Vol.2 Issue 5, May
2012, Issn 2249 8834.
Waheed Akhter, A. S. (18 February, 2011). Factors Affecting Customer Loyalty In Pakistan. African
Journal Of Business Management Vol. 5(4), Pp. 1167-1174,.
67
Weiwei, T. ((2007), “). Impact Of Corporate Image And Corporate Reputation On Customer Loyalty:
A Review”, Management Science And Engineering, 11(2).
Appendix
Impact of Brand Awareness on Consumers’ Loyalty Questionnaire
Sample / Example questionnaire/ market research / questions
1. What is your gender?
o Male
o Female
2. What is your age? _____________ Year.
3. What are the data of your zip code? _______________
4. Do you know brand Dairy Crest milk?
68
o Yes
o No
5. Do you like anoher brand ?
o Yes
o No
If you answered yes at question 5, the questionnaire ends here.
Thank you for your cooperation.
The following questions are all about brand Dairy Crest milk. Can you please give your opinion about the
following theses?
6. I can mention a couple of features of brand Dairy Crest milk.
o totally agree
o agree
o neutral
o disagree
o totally disagree
7. I think I know brand Dairy Crest milk well.
o totally agree
o agree
o neutral
o disagree
o totally disagree
69
8. Brand Dairy Crest milk is obvious different than others……
o totally agree
o agree
o neutral
o disagree
o totally disagree
9. I consider myself as loyal to brand A.
o totally agree
o agree
o neutral
o disagree
o totally disagree
10. My first choice is Brand Dairy Crest milk
o Yes
o No
If no, what is your first choice for this type of product? Answer:…………………………….
11. I buy brand A, if brand Dairy Crest milk is available.
o totally agree
o agree
o neutral
o disagree
o totally disagree
70
12. I appreciate brand Dairy Crest milk.
o totally agree
o agree
o neutral
o disagree
o totally disagree
13. Brand Dairy Crest milk stands for good quality.
o totally agree
o agree
o neutral
o disagree
o totally disagree
14. I can rely on brand A.
o totally agree
o agree
o neutral
o disagree
o totally disagree
15. When I think of brand Dairy Crest milk, I think………
o totally agree
o agree
o neutral
o disagree
71
o totally disagree
16. Brand Dairy Crest milk has an old fashioned look.
o totally agree
o agree
o neutral
o disagree
o totally disagree
17. I think the……of brand Dairy Crest milk is tough.
o totally agree
o agree
o neutral
o disagree
o totally disagree
18. Brand Dairy Crest milk is less original.
o totally agree
o agree
o neutral
o disagree
o totally disagree
72
19. It becomes ………. brand Dairy Crest milk.
o totally agree
o agree
o neutral
o disagree
o totally disagree
20. Brand Dairy Crest milk gets my …………...
o totally agree
o agree
o neutral
o disagree
o totally disagree
21. Buyers of brand Dairy Crest milk are real……….
o totally agree
o agree
o neutral
o disagree
o totally disagree
22. I am interested in brand Dairy Crest milk.
o totally agree
o agree
o neutral
o disagree
73
o totally disagree
23. I can talk a lot about brand Dairy Crest milk.
o totally agree
o agree
o neutral
o disagree
o totally disagree
24. I think the use of a product like brand Dairy Crest milk is very important.
o totally agree
o agree
o neutral
o disagree
o totally disagree
25. I use Dairy Crest milk brand daily.
o totally agree
o agree
o neutral
o disagree
o totally disagree
26. I use brand Dairy Crest milk mostly.
o At work
o At home
o In the car
74
o Different, that is……
27. On average I use brand Dairy Crest milk about…..per…….
28. The name fits brand Dairy Crest milk.
o totally agree
o agree
o neutral
o disagree
o totally disagree
29. I agree with the decision to change the name.
o totally agree
o agree
o neutral
o disagree
o totally disagree
30. Space for rebrands
………………………………………………………………………………………………………………………
……………
………………………………………………………………………………………………………………………
……………
………………………………………………………………………………………………………………………
……………
75
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Impact of Brand Awareness on

A Study of Packages Milk Brands

brand is doing well in marketing and consumers satisfaction.

foods and beverage markets.

1.2 Brand Awareness Impacts on Quality

less cost enterprises to pay. (Hansen, 2013)

1.3 Brand Loyalty Awareness for Children

when they thought they were from McDonald's.

1.4 A study of packages milk brand “Dairy Crest”

good staff in the company.

1.4.1 Vision and Values

commit business by selling and distributing the milk.

1.4.2 Strategies of Dairy Crest

The main strategies of Dairy Crest Group are

 To make its place in value-added markets.

 To decrease the costs by efficient strategies.

 Reducing the risks by improving the earning quality.

1.4.3 Products of Dairy Crest

distribution of these brands is managed by retailers in both countries.

purpose milk is delivered by local dairy farmers.

1.4.4 A Tough Time for Dairies in 2012

increase the selling surveys are conducted geographically by customers.

1.4.5 An efficient performance from FRijj

1.4.6 Home Deliveries

franchisees are the part of Dairy Crest Group.

1.4.8 Cost Reduction in Practices-innovative new bottles

1.4.9 Explanatory controls

profile of Dairy Crest.

(Dairy Crest Group plc Annual Report 2012, 2012)

1.5 Objective of the research

The main objectives of the current study are:

 To know the consumers‟ perspective according to loyalty in fast moving consumers‟

 To identify the reasons of strong brand,

 To examine the factors affecting consumers‟ brand loyalty,

 To conclude on the basis of consumers‟ behaviour according to packaged milk brand

can generate awareness amongst their consumers by repetitive advertising. Awareness of

time. (Osman*, Spring 2011)

2.2 Importance of Brand

value, perception, brand, design, efficiency etc.

he retailers especially as a passage for supply.

brand or the producers‟ designation.

2.3 Brand Awareness and Consumer Loyalty

formed by different factors involved in brand memory.

biggest market share. (Osman*, Spring 2011)

confidence to supply according to consumers choice. A lot of struggles are needed to

brands is helpful to introduce for the success of selling the products.

critical across all media but limited to none.

2.4 Brand Equity /Fairness of Brand

to a selected brand (ESHUN RICHARD, JUNE, 2012).

(Sawant, Nov. - Dec. 2012)

2.10 The Elements for strengthen Equity

alertness and to simplify durable realization, auspicious or exclusive brand associations. To

 The name of Brand

be managed actively to stimulus outside shareholders. Once brand is launched, conversely,

change without any substantial possibility of trailing totally fairness.

 Symbols and Logos

The elements of brand-pictorial show a significant role in equity-building in expressions of

retaining an occurrence in the markets.

wording marks which includes Coca-Cola, and Kit-Kat, Dunhill, etc.

brand-awareness by retaining the state of public‟s psychological. (Myers, n.d., as cited in

Costa, 2010; Keller, 2003).

requirements, both appealing and efficient apparatuses of packaging should be chosen

You‟re Just Wearing Pants‟ (Keller, 2003).

2.5 Model of fast moving consumer goods