Besides types of promotions, this
study also explores the relationship between the product involvement and brand
loyalty through its importance and influence on consumer decision making. The
level of personal relevance of the product to consumers is considered as
product involvement. In other words, involvement is the result of the
interaction of consumers with products. 1
For example, a car or a bottle of
perfume can be both considered as high-involvement products: the car is
associated with high perceived financial risk, while perfume is perceived high
social risk”. Product categories chosen for the study are assumed to show
different degrees of involvement.
Regarding the methodology, it is
assumed that involvement, and utilitarian/hedonic benefits are reliable
variables to measure their effect on brand loyalty. It also assumes that all
interviewees frankly answer the survey questions; the statistical software and
analysis methods applied were appropriate.
Structure of the Thesis
This thesis is comprised of six
chapters. Chapter I presents the importance, the purpose of the topic, research
problems, the methodology, important findings, background and justification,
delimitations, assumptions and the thesis structure. Chapter II reviews the
relevant literature including the value of brand in marketing strategy, sales
promotions and their perceived benefits, product involvement in
decision-making, the buying process and the debate over the long-term effect of
sales promotions on brand loyalty. Chap III presents the theoretical framework
including behavioral learning theory and its application in marketing field.
CHAP IV describes the research methodology including a description of the
sample, sampling method, tools, and analysis methods. CHAP V shows what
hypotheses will be tested, and how data is analyzed. Chapter VI reviews the
research problems, discuss research findings, presents the conclusion and
implications for future studies.