Luận văn a study on satisfaction and brand loyalty towards durables

A STUDY ON SATISFACTION AND BRAND LOYALTY TOWARDS DURABLES A THESIS Submitted by V SURESH (Reg No 8389) BUSINESS ADMINISTRATION in partial fulfillment of the requirements for the award of degree of DOCTOR OF PHILOSOPHY MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI–627012 JANUARY 2019 MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI–627012 CERTIFICATE The research work embodied in the present Thesis entitled “A STUDY ON SATISFACTION AND BRAND LOYALTY TOWARDS DURABLES” has been carried out in the Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli The work reported herein is original and does not form part of any other thesis or dissertation on the basis of which a degree or award was conferred on an earlier occasion or to any other scholar I understand the University’s policy on plagiarism and declare that the thesis and publications are my own work, except where specifically acknowledged and has not been copied from other sources or been previously submitted for award or assessment V SURESH (Reg No 8389) Research Scholar Dr C KATHIRAVAN, M.B.A., Ph.D., Assistant Professor, Department of Business Administration, Annamalai University Chidambaram 608 002 ii ACKNOWLEDGEMENT Completing this doctoral dissertation, amid household chores, financial commitments and tiring work life was a daunting task for me Without the grace of God and the support from the near and dears, completing this dissertation would be a mirage Being a fortunate person, I would like to express my sincere gratitude to all those beloved people who are in diverse ways helped me to earn the doctoral degree I would like to express my eternal gratitude to my parents Mr.N.M.Victor and Mrs Late S.Jayarani for their everlasting love and support They bore me, raised me, supported me, and loved me I dedicate this dissertation to my PARENTS I would like to express my deep sense of gratitude and greatest appreciation to my research guide, Dr.C.Kathiravan, Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram for his valuable comments and constructive suggestions throughout the research I am grateful for the time and efforts he devoted for me Grateful thanks are due to him I wish to thank Manonmaniam Sundaranar University for allowing me to register for Doctorate program in their esteemed institution I also thank the administrative staff members of the Research Section of the University for their Administrative Help I am extremely grateful to Prof S.Venu Thyagarajan, Dean i/c of SRM Institute of Science and Technology for his unceasing encouragement and extensive help to complete this doctoral study I thank Prof.S.Naresh Head, Associate Professor, Prof.C.VijayVishnuKumar,Prof.J.Alagiriswamy,AssistantProfessors,SRMInstitute of Science and Technology for their regular support I am extremely thankful to Prof.P.Suresh, Prof.E.Nixon Amirtharaj and Prof J.Sadeesh for the wonderful ideas and knowledge that they always share with me iv Data collection was a crucial part of this journey I thank all the Respondents who spent some quality time with me to participate in the survey I also thank friends, relatives and colleagues who helped me in collecting the data Especially, I thank to other college professors for helping me in data collection I express my sincere gratitude to my colleagues of Annamalai University for their advice, kind thoughts, and suggestions I am grateful to my friends in SRM Institute of Science and Technology for constant support and caring they provided I am sincerely thankful to Madras University, for providing me the SPSS literature required for the study I am thankful to my brothers and sisters and their family for their constant encouragement I thank my beloved wife Mrs.T.Sagaya Kavitha, for providing a loving environment for me to complete the study Without the kind help of my Daughter S.Immaculate Perdita and my son S.Bambino Thanaston Fernando it would not be a complete one I thank my brother-in-law Mr.T.Francis Loyola Fernando and my sister Mrs.A.Arokia Sujitha for helping me in project work I thank my Mother-inlaw’s contribution for my successful completion of this course Finally, my thanks go to all the people who have supported me to complete the research work directly or indirectly V.SURESH v Chapter TABLE OF CONTENTS No Page No Abstract Table of Contents List of Tables List of Figures List of Abbreviations CHAPTER ONE: INTRODUCTION 1.1 Introduction 1.2 Customer Satisfaction 1.3 Models of Customer Satisfaction measurement 1.4 The brand loyalty and the service 11 1.5 Brand Perception 12 1.6 Why it is Importance to study Brand Loyalty 18 1.7 The loyalty typology 26 1.8 Scope of the Study 30 1.9 Significance of the study 30 1.10 Theoretical Frameworks 31 1.11 Conceptual Framework 34 CHAPTER TWO: REVIEW OF LITERATURE 2.1 Customer satisfaction and Brand Loyalty 42 2.2 Customer Preference 56 2.3 Factors determining purchase of durables 64 CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Introduction 70 3.2 Research Design 70 3.3 Research Gap 71 3.4 Statement of the problem 71 3.5 Framework of the study 72 vi Chapter TABLE OF CONTENTS No Page No 3.6 Objectives of the study 76 3.7 Hypothesis of the study 76 3.8 Sources of Data Collection 77 3.9 Questionnaire Construction 77 3.10 Pre-test 80 3.11 Pilot Study 80 3.12 Population of the study 83 3.13 Sample size determination 83 3.14 Sampling Technique 83 3.15 Sampling Frame of the Study 84 3.16 Statistical Tools 85 3.17 Chapter Summary 88 CHAPTER FOUR : DATA ANALYSIS AND INTERPRETATION 4.1 Profile of the respondents 89 4.2 Socio Economic profile of the respondents 90 4.3 Frequency and Percentage Analysis of Refrigerator 91 4.4 Frequency and Percentage Analysis of Air-Conditioner 93 4.5 Frequency and Percentage Analysis of Washing Machine 95 CHAPTER FIVE: SUMMARYOF FINDINGS, SUGGESTIONS 5.1 The level of customer satisfaction towards durables 204 5.2 Assess the level of brand loyalty towards durables 208 5.3 Identify the influence of factors determining purchase of durables 213 and brand preference on satisfaction and brand loyalty 5.4 Develop a model represents the customer satisfaction and brand loyalty towards durables vii 215 Chapter TABLE OF CONTENTS No Page No 5.5 Recommendations 217 5.6 Conclusion 221 5.7 Scope for further study 223 BIBLIOGRAPHY APPENDIX QUESTIONNAIRE LIST OF PUBLICATIONS REPRINT OF PUBLICATION BIO DATA viii LIST OF TABLES Table TITLE No Page No 4.1 Personal profile of the respondents 89 4.2 Socio Economic Profile of the respondents 90 4.3 Frequency and Percentage Analysis of Refrigerator 91 4.4 Frequency and percentage Analysis of Air-Conditioner 93 4.5 Frequency and Percentage Analysis of Washing Machine 95 4.6 U test shows mean rank difference towards satisfaction 97 based on type of washing machine 4.7 H test shows Mean rank difference towards satisfaction based on 100 washing machine brands 4.8 H test shows Mean rank difference towards satisfaction based on 103 using years of air conditioner 4.9 H test shows Mean rank difference towards satisfaction based on 106 Washing machine offer 4.10 U test shows Mean rank difference towards satisfaction 109 based on mode of payment 4.11 U test shows Mean rank difference towards satisfaction based on 112 star rating 4.12 H test shows Mean rank difference towards satisfaction based on 115 type of air conditioner 4.13 H test shows Mean Rank difference towards satisfaction based on 118 brand of air conditioner 4.14 H test shows mean rank difference towards satisfaction based on 121 using years of air conditioner 4.15 H test shows mean rank difference towards satisfaction based on 124 air conditioner offer 4.16 U test shows mean rank difference towards satisfaction based on mode of payment ix 127 Table TITLE No 4.17 U test shows mean rank difference towards satisfaction Page No 130 based on air conditioner star rating 4.18 H test shows mean rank difference towards satisfaction based on 133 type of refrigerator brands 4.19 H test shows mean rank difference towards satisfaction based on 136 brand of refrigerator 4.20 H test shows mean rank difference towards satisfaction based 139 on using years of refrigerator 4.21 H test shows mean rank difference towards satisfaction based on 142 refrigerator offer 4.22 U test shows mean rank difference towards satisfaction 145 based on mode of payment 4.23 U test shows mean rank difference towards satisfaction based 148 on refrigerator star rating 4.24 U test shows mean rank difference towards brand loyalty based on 151 type of washing machine 4.25 H test shows mean rank difference towards brand loyalty based on 153 brand of washing machine 4.26 H test shows mean rank difference towards brand loyalty based on 156 using years of washing machine 4.27 H test shows mean rank difference towards brand loyalty based 159 on washing machine offer 4.28 U test shows mean rank difference towards brand loyalty based on 161 mode of payment 4.29 U test shows mean rank difference towards brand loyalty based on 162 washing machine star rating 4.30 U test shows mean rank difference towards brand loyalty based on type of air conditioner x 164 Table TITLE No 4.31 H test shows mean rank difference towards brand loyalty based Page No 166 on brands of air conditioner 4.32 H test shows mean rank difference towards brand loyalty based on 168 using years of air conditioner 4.33 H test shows mean rank difference towards brand loyalty based on 170 air conditioner offer 4.34 U test shows mean rank difference towards brand loyalty based on 172 mode of payment 4.35 U test shows mean rank difference towards brand loyalty based on 173 air conditioner star rating 4.36 U test shows mean rank difference towards brand loyalty based on 175 type of refrigerator 4.37 H test shows mean rank difference towards brand loyalty based on 177 brands of refrigerator 4.38 H test shows mean rank difference towards brand loyalty based on 179 using years of refrigerator brands 4.39 H test shows mean rank difference towards brand loyalty based on 181 refrigerator offer 4.40 U test shows mean rank difference towards brand loyalty based on 183 mode of payment 4.41 U test shows mean rank difference towards brand loyalty based 184 on refrigerator star rating 4.42 Factors determining purchase of durables and brand preference 186 on satisfaction with air conditioner 4.43 Factors determining purchase of durables and brand preference on 187 brand loyalty with respect to air conditioner 4.44 Factors determining purchase of durables and brand preference on satisfaction w.r.t washing machine xi 188 factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the brand of Bosch washing machine users tender more brand loyalty than Godrej washing machine users towards the overall brand loyalty Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the above years of washing machine users top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the brand of above years of washing machine users tender more brand loyalty than other years of using washing machine users towards the overall brand loyalty Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the purchased exchange offer of washing machine user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with purchased exchange offer of washing machine when compared purchased offers of seasonal offer and festival offer of washing machine users Ø Based on the results of Mann- Whitney U test, it is ascertained that the purchased exchange offer of washing machine user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with payment mode of cash of washing machine when compared payment mode of EMI of washing machine users 209 Ø Based on the results of Mann- Whitney U test, it is ascertained that the three stars ratings of washing machine users’ top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with three stars ratings of washing machine users when compared five stars ratings of washing machine users Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the type of air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the other types of air-conditioner when compared Split and Window types of air-conditioner users Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the brand of general air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the General brand of air-conditioner when compared Voltas brand of air-conditioner users Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the years of using air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the above years of using air-conditioner users when compared below years of using air-conditioner users 210 Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the purchased offer of air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the exchange offer of air-conditioner users when compared seasonal and festival offers of air-conditioner users Ø Based on the results of Mann- Whitney U test, it is ascertained that the mode of payment of purchased air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the cash payment mode purchased of air-conditioner users when compared EMI payment mode purchased of airconditioner users Ø Based on the results of Mann- Whitney U test, it is ascertained that the star ratings of the air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the five star ratings of air-conditioner when compared three star ratings of air-conditioner Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the type of refrigerator user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the triple door type of refrigerator when compared double door and single door types of refrigerator users 211 Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the brand of Whirlpool refrigerator user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the Whirlpool brand of refrigerator when compared other brands of refrigerator users Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the years of using refrigerator user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the to years and to years of using refrigerator users when compared above years and below years of refrigerator users Ø Based on the results of Kruskal-Wallis Analysis, it is ascertained that the purchased offered of refrigerator user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the purchased exchange offer of refrigerator users when compared purchased of seasonal and festival offers of refrigerator users Ø Based on the results of Mann- Whitney U test, it is ascertained that the mode of payment user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the cash payment of refrigerator users when compared EMI payment of refrigerator users 212 Ø Based on the results of Mann- Whitney U test, it is ascertained that the star ratings of the refrigerator user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers through this study It is also noted that the three factors and overall brand loyalty show the top mean rank with the three star ratings of refrigerator users when compared five star ratings of refrigerator users Objective III: To identify the influence of factors determining purchase of durables and brand preference on satisfaction and brand loyalty Ø The R2 value was 0.555 and it shows that 55.5% explained the factors determining purchase of durables and brand preference on satisfaction with respect to air-conditioner The F ratio was 377.664 and p value was 0.001 It shows that the above is fit It is found that there is an influence of factors determining purchase of durables and brand preference on customer satisfaction with respect to durable of air-conditioner Ø The R2 value was 0.465 and it shows that 46.5% explained the factors determining purchase of durables and brand preference on satisfaction with respect to air-conditioner The F ratio was 264.843 and p value was 0.001 It shows that the model is fit It is identified that there is an influence of factors determining purchase of durables and brand preference on brand loyalty with respect to durable of air-conditioner Ø The R2 value was 0.606 and it shows that 60.6% explained the factors determining purchase of durables and brand preference on satisfaction with respect to washing machine The F ratio was 465.280 and p value was 0.001 It shows that the model is fit It is found that there is an influence of factors 213 determining purchase of durables and brand preference on customer satisfaction with respect to durable of washing machine Ø The R2 value was 0.418 and it shows that 41.8% explained the factors determining purchase of durables and brand preference on brand loyalty with respect to washing machine The F ratio was 217.475 and p value was 0.001 It shows that the model is fit It is discovered that there is an influence of factors determining purchase of durables and brand preference on brand loyalty with respect to durable of washing machine Ø The R2 value was 0.529 and it shows that 52.9% explained the factors determining purchase of durables and brand preference on customer satisfaction with respect to refrigerator The F ratio was 340.190 and p value was 0.001 It shows that the model is fit It is found that there is an influence of factors determining purchase of durables and brand preference on customer satisfaction with respect to durable of refrigerator Ø The R2 value was 0.923 and it shows that 92.3% explained the factors determining purchase of durables and brand preference on brand loyalty with respect to refrigerator The F ratio was 3639.272 and p value was 0.001 It shows that the model is fit It is identified that there is an influence of factors determining purchase of durables and brand preference on brand loyalty with respect to durable of refrigerator 214 Objective IV: To develop a model that represents the customer satisfaction and brand loyalty towards durables such as refrigerator, air-conditioner and washing machine users Air-conditioner Ø While evaluating the model, the p-value of the corresponding chi-square should be greater than 0.05 Secondly other indices are to be considered which are expected to greater than 0.95 In this path analysis GFI is 996; AGFI is 960; CFI is 997 and NFI is 996 all these values are greater than 0.95 Hence, it can be interpreted that the model is fit with the theoretical model and the data collected and related to it Thirdly RMSEA should be below 0.08; in this study it is 0.080 only; hence, it proves that the model is fit Ø It is found that there is an influence of factors determining purchase of durables and brand preference on customer satisfaction Ø It is also found that there is an influence of factors determining purchase of durables, brand preference and customer satisfaction on brand loyalty Ø The analysis found that the factors determining purchase of durables and brand preference are significantly related with each other with respect to airconditioner Washing Machine Ø While evaluating the model, the p-value of the corresponding chi-square should be greater than 0.05 Secondly other indices are to be considered which are expected to greater 0.95 In this path analysis GFI is 0.999; AGFI is 0.997; CFI is 0.999 and NFI is 0.999 all these values are greater than 0.95 215 Hence, it can be interpreted that the model is fit with the theoretical model and the data collected and related to it Thirdly RMSEA should be below 0.08; in this study it is 0.003 only Hence, it proves that the model is fit Ø It is found that there is an influence of factors determining purchase of durables and brand preference on customer satisfaction Ø It is also found that there is an influence of factors determining purchase of durables, brand preference and customer satisfaction on brand loyalty Ø The analysis found that the factors determining purchase of durables and brand preference are significantly related with each other with respect to washing machine Refrigerator Ø While evaluating the model, the p-value of the corresponding chi-square should be greater than 0.05 Secondly other indices are to be considered which are expected to greater than 0.95 In this path analysis GFI is 0.991; AGFI is 0.955; CFI is 0.996 and NFI is 0.995 all these values are greater than 0.95 Hence, it can be interpreted that the model is fit with the theoretical model and the data collected and related to it Thirdly RMSEA should be below 0.08; in this study it is 0.067 only Hence, it proves that the model is fit Ø It is found that there is an influence of factors determining purchase of durables and brand preference on customer satisfaction Ø It is also found that there is an influence of factors determining purchase of durables, brand preference and customer satisfaction on brand loyalty 216 Ø The analysis found that the factors determining purchase of durables and brand preference are significantly related with each other with respect to airconditioner 5.5 RECOMMENDATIONS Ø The descriptive analysis found that 8.7% of the customers have purchased refrigerator on exchange offer, 12% of the customers have purchased airconditioner on exchange offer and 9% of the customers have purchased airconditioner on exchange offer This recommends manufacturers and marketers to discover the negative aspects in exchange offer, which can be applied for alternate buyers to pass the reused goods market share Ø It is found that 68.8% of them were purchased washing machine through cash, 76% of them were purchased air-conditioner through cash and 72.7% of them were purchased refrigerator through cash Hence, it is recommended that customers use loan schemes and 0% interest on installment basis Ø The analysis found that 25.3% of them were purchased three star ratings of refrigerator, 43.3% of them were purchased three star ratings of airconditioner and 35.8% of them were purchased three star ratings of washing machine Hence it is recommended that customers should prefer five star rating air conditioner refrigerator and washing machine, to save electrical power economy The newest technology inverter air-conditioner and refrigerator have been available in the marketplace which manages the speed of the compressor, which allows altering as per the temperature the airconditioner and refrigerator is position This would facilitate to save the electricity 217 Ø From the descriptive analysis, it is identified that that a few brands such as Godrej washing machine, LG air-conditioner and Samsung and LG refrigerator though they are few in numbers among the customers, had shown high preference towards their brand for its exclusive feature Hence, the distributers and marketers can rely on exclusive feature of their product (shape/ colour /technology etc.) to be the most preferred brand among customers Ø The analysis found that customers perceived low satisfaction towards product satisfaction, sales and service, price satisfaction and promotional satisfaction with respect to Godrej washing machine and LG washing machine Hence, it is recommended that Godrej and LG washing machine manufacturers and distrusters need to frame best product features, satisfied service facilities, pricing strategies highlighting resale value, and promotional activities etc Ø It is found that customers perceived low satisfaction towards product satisfaction, sales and service, price satisfaction and promotional satisfaction with respect to LG air-conditioner and Blue Star air-conditioner Hence, it is recommended that Blue Star and LG air-conditioner manufacturers and distrusters need to frame best product features, satisfied service facilities, pricing strategies highlighting resale value, and promotional activities etc Ø From the analysis, it is identified that customers perceived low satisfaction towards product satisfaction, sales and service, price satisfaction and promotional satisfaction with respect to Samsung refrigerator and LG refrigerator Hence, it is recommended that Samsung and LG refrigerator manufacturers and distrusters need to frame best product features, satisfied 218 service facilities, pricing strategies highlighting resale value, and promotional activities etc Ø The analysis identified that customers perceived less brand loyalty factors such as cognitive component, affective component and behavioural component with respect to IFB, LG and Godrej washing machine The companies need to identify with its disadvantage and work hard for the improvement that can meet customers perceived better brand loyalty level Ø It is identified that customers perceived less brand loyalty factors such as cognitive component, affective component and behavioural component with respect to LG and Blue Star air-conditioner Manufacturers and distributers should develop and reward behavior which supports modernisms and deject behavior which is over conservative and satisfied To satisfy the customers and build brand loyalty are the two major factors to build up the company In order to understand the importance of brand image sand quality of the services provided by LG and Blue Star air-conditioner companies, customer satisfaction can be taken as a core value Ø It is identified that customers perceived less brand loyalty factors such as cognitive component, affective component and behavioural component with respect to LG and Samsung refrigerator LG and Samsung refrigerator companies authorities to think their efforts first and foremost on brand loyalty Building brand loyalty will contribute positively to the firm’s brand image and product quality It has several significant planned benefits to the firms, such as reducing marketing costs, gaining high market share, supporting brand extensions, new customers, and strengthening the brand to competitive threats 219 Ø The analysis found that there is an influence of brand preference on customer satisfaction and brand loyalty with respect to refrigerator, washing machine and air-conditioner There is a huge potential for durable product and hence, manufacturers and distributors should consider of customers’ preference as their most important motive and based on which the durable product can be modified Ø The analysis found that factors determining the purchase of durables influence customer satisfaction and brand loyalty Hence, it is recommended that marketers should not underestimate the effects of brand image and product features to brand loyalty Distributers can create more loyal customers by building on these two factors in order to create positive attitudes towards their products such as refrigerator, washing machine and air-conditioner Ø It is found that brand preference influences customer satisfaction and brand loyalty Hence, it is recommended that manufacturers with major brands should maintain to expand trust in their brands, develop extra functional attributes such as more innovative or enhanced features in their refrigerator, washing machine and air-conditioner and conduct market research to find out more about what customers expect from the brands Ø From the Analysis, it is found that there is significant difference towards customer satisfaction and brand loyalty with respect to brand and type of refrigerator, washing machine and air-conditioner Hence, it is recommended that maintaining customers is very important for the future of many companies, especially in the white goods industries where product 220 differences are minimal in terms of functionalities The manufacturers and marketers can incorporate to formulate responsive marketing strategies Ø It is found that customers perceived moderate level of brand loyalty with respect to white goods Hence, it is recommended that the white goods manufacturing companies where product development and essential modifies happens quickly where sustaining a customer loyalty is a challenge because modern customers have a different perception about the white goods brand and they look for white goods features and white goods performance in order to become brand loyal 5.6 CONCLUSION This study about the “A STUDY ON SATISFACTION AND BRAND LOYALTY TOWARDS DURABLES,” so far discussed important findings and recommendations Descriptive research design was adopted in this study Quota sampling technique is usually opted when some quota is allocated to a particular area But in this study to cover Chennai, quota was allocated to six Taluks in Chennai In order to have responses through the users of white goods durables at Chennai, 617 questionnaires were collected and were edited to have 609 samples strength Out of 609 customers, 432 were male customers and the remaining 177 were female customers In this study factors determining purchase of durables and the brand preference are the independent variables satisfaction is the dependent variable through which brand loyalty is receive as an outcome variable In this study brand loyalty is measured through the three pillars of psychology namely cognitive component, affective component and the behavioural component to have a comprehensive understanding about the customers Further these variables were 221 taken to statistical analysis with respect to product related variables Descriptive statistics, Factor analysis, Mann- Whitney U test, Kruskal-Wallis Analysis, Multiple Regression and Path Analysis were used for data analysis Ø Bosch brand gains the top appreciation in all the five factors under consideration to estimate the satisfaction of the customers Ø General AC users top appreciation in all the four factors under consideration to estimate the satisfaction of the customers Ø Whirlpool brand of refrigerator users’ top appreciation in all the four factors under consideration to estimate the satisfaction of the customers Ø Brand of Bosch washing machine users top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers Ø Brand of general air-conditioner user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers Ø Brand of Whirlpool refrigerator user top appreciation in all the three factors under consideration to estimate the brand loyalty of the customers The analysis also found that there is significant difference towards customer satisfaction and brand loyalty with respect to product related variables The study also found that factors determining the purchase of durables and brand preference significantly influence customer satisfaction and brand loyalty Customers predict the value of the products before purchasing, at the point of purchase and after purchasing It means their level of satisfaction may differ accordingly Hence, it is concluded that satisfaction and loyalty are foundation components of a business organizations Understanding these two terms can help the air-conditioner, washing machine and refrigerator companies to build a reputation and brand image in a market and increase in demand of customers 222 Limitations of the Study Ø The study is limited to white goods – air-conditioner, washing machine and refrigerator Ø Customers’ who posses all the white durable goods such as air-conditioner, washing machine and refrigerator users were only considered for the study Ø The study is limited to Chennai city only Scope for further study The present study covers white goods consumers in Chennai city Ø The comparative study can be conducted in other metros of the country Ø Brown goods and other durable products can be taken for more study Ø Only few variables such as factors determining the purchase of durables and brand preference have been identified in this study, but customer satisfaction and brand loyalty is influenced by several variables which can be probed in future 223 ... Value, Brand Image, and Brand Loyalty Identification of the determinants of brand loyalty is the common aim and purpose of research in the area brand loyalty Etiology of brand loyalty remains the... be classified as traditional approaches, behavioral approach, attitudinal approach, composite approach and multi-dimension approach Traditional Approach The traditional approach of brand loyalty. .. extensions as well as brand equity Jan Moller Jensen and Torben Hansen (2000) had stated that brand loyalty increases brand market share ? ?brand loyalty increases exponentially the market share,