BRAND LOYALTY OF OISHI GREEN TEA

A CASE STUDY OF THE FACTORS THAT IMPACT ON CUSTOMER LOYALTY OF OISHI GREEN TEA

Present by Thitiporn T. ID 512-9170

Introduction
‡ Researchers found that defines brand loyalty as consumer behavior who has repeated purchasing. Consumer will not change their mind to others although there are resonaably substituteable selections (Schultz, 2005). ‡ Solman (1994) indicated that purchase decision based on loyalty may become simplified and even habitual in nature and he further supports the assertion that this may be a result of satisfaction with the current brands.

Research Objective
1. To identify the relationship between brand image and brand loyalty. 2. To study the relationship between trust and brand loyalty. 3. To find out the relationship between customer satisfaction and brand loyalty. 4. To evaluate how brand reputation impact to brand loyalty . 5. To analyze the relationship between perceived quality and trust and how they impact to brand loyalty . 6. To measure the customer satisfaction have affected to brand loyalty 7. To identify customer satisfaction affect to brand reputation . 8. To study the relationship between perceived quality and brand reputation and how they impact to brand loyalty .

‡ Researcher focus only 5 factor which can effecting to brand loyalty.Limitations of Research ‡ Focused only the one brand of green tea beverage. ‡ Focused on Oishi green tea buyer who live in Bangkok and consumers in the period of study only . ‡ The sample size only 150 samples. ‡ The respondents who aged below 40 years old both male and female. .

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Conceptual Framework H2 H3 H8 H4 H6 H9 H5 H7 H1 .

Research Hypotheses ‡ H1o: There is no relationship between perceived quality and brand loyalty H1a: There is a relationship between perceived quality and brand loyalty ‡ H2o: There is no relationship between brand image and brand loyalty H2a: There is a relationship between brand image and brand loyalty ‡ H3o: There is no relationship between trust and brand loyalty H3a: There is a relationship between trust and brand loyalty ‡ H4o: There is no relationship between customer satisfaction and brand loyalty H4a: There is a relationship between customer satisfaction and brand loyalty ‡ H5o: There is no relationship between brand reputation and brand loyalty H5a: There is a relationship between brand reputation and brand loyalty .

Research Hypotheses ‡ H6o: There is no relationship between perceived quality and customer satisfaction H6a: There is a relationship between perceived quality and customer satisfaction ‡ H7o: There is no relationship between perceived quality and brand reputation H7a: There is a relationship between perceived quality and brand reputation ‡ H8o: There is no relationship between customer satisfaction and trust Ha: There is a relationship between customer satisfaction and trust ‡ H9o: There is no relationship between customer satisfaction and brand reputation H9a: There is a relationship between customer satisfaction and brand reputation .

Ladprao. ‡ ‡ Research Method Research Design: Survey method by using questionnaire Research Method Used : Descriptive research 2.Research Methodology 1. male and female. aged below 40 years and live within Bangkok Sample size : 150 respondents Sampling procedure : ‡ Sample random sampling : 6 area are Phathunwan. Saunlung. Bangna. Jomthong and Talingchan. ‡ Quota Sampling ‡ Convenience sampling . Respondents and sampling procedures ‡ ‡ ‡ Target population : Consuming Oishi green tea.

Multiple Regression and Pearson s Correlation .Research Methodology 3. ANOVA Test. 4. Collection of data : questionnaires. Statistical Treatments of Data : Cronbrach s reliability. Pre-test (Reliability test of questionnaire) : Cronbach s Alpha coefficients level. previous related research 5. Independent t-test.

Statistic Treatment of Data H2 Pearson s Correlation H8 H3 H4 H5 H9 H6 H7 Multiple Regression H1 .

of Respondent 95 101 117 128 70 Percentage 63.000-50.Summary of Respondents demographic data Factor Gender Age Education level Occupation Income Level Majority Female 20-30 yrs Undergraduate Private Company 25.3 78.7 .000 Bht No.0 85.3 46.3 67.

657 0.Summary of Reliability Statistics Cronbach s Alpha .901 No.733 0.743 0.679 150 150 150 3 3 5 . of Item 3 3 3 0. of question 150 150 150 No.631 0.845 No. of Item 21 Variable Brand Image Trust Customer Satisfaction Brand Reputation Perceived Quality Brand Loyalty Alpha test 0.

266 which greater than 0. ‡ From table. It show that equal variance assumed.05).test.05 (0.266>0.05 (. the independent t-test indicates that the significant is equal .185>0. . It means that null hypothesis (Ho) was failed to reject. ‡ Therefore.05). there is no significance in brand loyalty between male and female customers at the 0. ‡ The significance (2-tailed test) is equal 0.185 which greater than 0.05 significant level.The analysis of brand loyalty when based on gender by using Independent T.

05 significance level. .05 (0. ‡ There is no statistical significant difference in brand loyalty when determined by occupation at 0.772 is more than 0.The analysis brand loyalty when segmented by occupation by using analysis of variance (ANOVA) ‡ The result show that the significant at 0.772>0.05) which mean that the null hypothesis (Ho) was failed to reject.

677 is more than 0.05 significance level. ‡ There is no statistical significant difference in brand loyalty when determined by income level at 0.05 (0.The analysis brand loyalty when segmented by income level by using analysis of variance (ANOVA) ‡ The result show that the significant at 0. .05) which mean that the null hypothesis (Ho) was failed to reject.672>0.

Hypotheses Testing by using Multiple Regression From table show that the coefficient of determination (R2) of .4% of observed variability in independent variable impact on customer loyalty of Oishi green tea or directly predictable from the variability in independent variable. .694 mean 69.

05 (.Hypotheses Testing ‡ From the table shows that the significant value of F statistic is 0. the null hypothesis is rejected. . it can be concluded that at least one independent variable impact to customer loyalty. therefore.000<. ‡ Thus.05).00 which less than 0.

05).The coefficient of multiple regression analysis of the factors that impact on customer loyalty of Oishi green tea  If significant level greater than 0.<0.>0. the null hypothesis is failed to reject.05).  If significant level less than 0.05 (Sig.05 (Sig. the null hypothesis is reject .

009 Reject Ho There is a relationship between brand image and brand loyalty H3o .479 Accept Ho There is no relationship between trust and brand loyalty H4o .345 Result Accept Ho Meaning There is no relationship between perceived quality and brand loyalty H2o .000 Reject Ho There is a relationship between customer satisfaction and brand loyalty H5o .581 Accept Ho There is no relationship between brand reputation and brand loyalty .Summary of Hypothesis Testing (H1o H2o) Hypothesis H1o Significant level .

If perceived quality increase.649 means that there is strong relationship between perceived quality and customer satisfaction or two variables move to the same direction. there is a relationship between perceived quality and job satisfaction at the significant . customer satisfaction will increase as well. ‡ At .000 which is less than .01). .01 (. It means null hypothesis was rejected (accept Ha).Hypotheses Testing ( Ho6 Ho9) by using Pearson Correlation Hypotheses 6 ‡ From the table indicates that the significant is equal .01 level.000<. Therefore.

At . There is a relationship between perceived quality and brand reputation at the significant . If perceived quality increase.01 (.01).000 which is less than . It means null hypothesis was rejected (accept Ha). ‡ .01 level. brand reputation will increase as well.Hypotheses 7 ‡ The analysis show that the significant is equal .000<.271 means that there is weak relationship between perceived quality and brand reputation or two variables move to the same direction.

01 level. It means null hypothesis was rejected (accept Ha). At .769 means that there is very strong relationship between customer satisfaction and trust or two variables move to the same direction. If customer satisfaction increases.01 (.01).000<. There is a relationship between perceived quality and brand reputation at the significant .000 which is less than . ‡ . trust will increase as well.Hypotheses 8 ‡ The analysis indicates that the significant is equal .

‡ At . There is a relationship between customer satisfaction and brand reputation at the significant .000<.346 means that there is weak relationship between customer satisfaction and brand reputation or two variables move to the same direction.000 which is less than . It means null hypothesis was rejected (accept Ha).01). .Hypotheses 9 ‡ The analysis indicates that the significant is equal .01 level.01 (. If customer satisfaction increases. brand reputation will increase as well.

Conclusions .

Recommendation o Building the brand loyal by using brand image and customer satisfaction o Perceived quality is the important factor to improve customer satisfaction .

. ‡ Extend dependent variable to consumer behavior and their attitude and purchasing intention for Oishi green tea.Further study ‡ Collect the data from the other province of Thailand and should be repeated at regular intervals to observe the impacts of change ‡ Conduct to the same method to the other brand ‡ Comparing brand loyalty of green tea drink between two brands such as Oishi and Unif.

Thank You .