Assumptions Besides types of promotions, thisstudy also explores the relationship between the product involvement and brandloyalty through its importance and influence on consumer decision making. Thelevel of personal relevance of the product to consumers is considered asproduct involvement. In other words, involvement is the result of theinteraction of consumers with products. 1For example, a car or a bottle ofperfume can be both considered as high-involvement products: the car isassociated with high perceived financial risk, while perfume is perceived highsocial risk”. Product categories chosen for the study are assumed to showdifferent degrees of involvement. Regarding the methodology, it isassumed that involvement, and utilitarian/hedonic benefits are reliablevariables to measure their effect on brand loyalty.
It also assumes that allinterviewees frankly answer the survey questions; the statistical software andanalysis methods applied were appropriate. Structure of the Thesis This thesis is comprised of sixchapters. Chapter I presents the importance, the purpose of the topic, researchproblems, the methodology, important findings, background and justification,delimitations, assumptions and the thesis structure. Chapter II reviews therelevant literature including the value of brand in marketing strategy, salespromotions and their perceived benefits, product involvement indecision-making, the buying process and the debate over the long-term effect ofsales promotions on brand loyalty. Chap III presents the theoretical frameworkincluding behavioral learning theory and its application in marketing field.CHAP IV describes the research methodology including a description of thesample, sampling method, tools, and analysis methods. CHAP V shows whathypotheses will be tested, and how data is analyzed.
Chapter VI reviews theresearch problems, discuss research findings, presents the conclusion andimplications for future studies.