Brand attributes that leads to increase in brand loyalty

Abstract

Bangladesh is a lucrative market for any industry to flourish in. This encourages companies to invest in the market knowing the growth rate and population of the country is key driver for investment. Markets in Bangladesh is now popularized by with innovative products which are offering to unique needs of the customers. On the other hand, the necessity products are also thriving. All the products available in the market is either well known or heard of. KANTAR being one of the leading market research company tends to work with mostly the branded companies. Where they provide offerings like Brand Guidance, Ad Hawk research designed to measure the acceptance and existing ability of the brands. One of the key clients of KANTAR is Bata who has a very lasting relationship with the company. Association with research company helps brand like Bata to understand the dynamic market and its situation and being able to measure its acceptance and loyalty towards the brand by the customers. Similarly, the existence of other branded shoes is also very popular in the market. Looking into that showed that people are fonder of buying branded shoes rather than local. Here comes the research question that what influences them to buy and make them loyal. This instigated the purpose to gather knowledge that what leads to increase in brand loyalty for shoes. Therefore, having a certain idea what makes people loyal to brands. The report contains the research done on loyalty for branded shoes. Few brand attributes were taken in to consideration for the research. Throughout the research the brand attributes and loyalty of customer was measured. Providing evidence on how well they are connected to the research model and testing the hypothesis developed. The research conducted would help break the usual tendency of believing that a particular attribute drives to loyalty. There are also given recommendation in order to help marketers increase the loyalty for their products among the customers.