Research committed to this trademark”, “I will pay a

Research Proposal on

“Factors affecting Brand Loyalty of Apple IPhone.”

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Submitted to,

Mr. Salahuddin Bhutto


Submitted by,

Mr. Muhammad Akhtar


Roll No:31416




Class  :MBA (1.5) Weekend






“Factors affecting Brand Loyalty of Apple IPhone.”



Loyalty to a brand is like the
consumer’s sympathy for a particular brand. The consumer has the following trademark
attributes: “I am committed to this trademark”, “I will pay a
higher price for this trademark on other brands” and “I will comment
on others” (Giddens, 2002). Good loyalty has many advantages such as
improved market share, lower marketing costs and improved branding events
(Martin Evans, 2006).


The money that consumers use for
different brands in different product categories differs from one customer to
another, but one thing that is common is that every brand makes a set of
positive spirits for the consumer like self-assurance, youth, fashion, etc. .
As a matter of importance, it is dynamic nowadays that the brand does extra
than just satisfying a vital or facility. It must generate an expressive
meeting with its clients. With positive feelings among them, customers will
come back for more (Isakovich, 2008).


Don’t confuse a loyalty program with a
marketing program. If you take away the perks and rewards you make loss the
customer, then what you really have is a marketing program. The best companies
have loyal customers because of the overall experience.






The idea of ??brand loyalty can be
defined in a number of previous years.

Wilkie (1994) defined brand loyalty as
“… a satisfactory attitude toward, and steady purchase of a particular
brand”. This definition shows consumer loyalty, as both self-confidence
and performance are satisfactory. “In Fenland and Wolfe words mark loyalty
as a consumer’s decision, either by intent, for the purpose of buying a
particular brand among many.” Their choice can take place on a vigilant or
as a bush basis. The customer knows by announcing that a particular brand can
represent the exact product structure, image or superiority at the right price.

In Jacoby and Chestnut
(1978) words are harder. The meaning of brand loyalty is the argument that
brand loyalty “is a biased social response, explained as a result of a
choice unit, with respect to one or more trademarks setting out such trademarks
and is a role of physiological processes. brand loyalty as “… a
satisfactory attitude toward, and steady purchase of a particular brand””Finally,
it can be defined as Oliver (1997) said loyalty to a trademark” … is a
deeply guaranteed guarantee to rebuild or support a beneficiary product or
service in the future , which thus causes repetitive branding or the same brand
purchase, in spite of situational effects and marketing efforts that could
potentially cause switchover. ”


has different definitions, but everyone in part believes that the idea of
??brand loyalty is the actual act of purchase, but the meaning of a purchase.
The definitions also argued that the signal of behavior and said loyalty is a
hopeful approach to the brand and that a purchase for brand loyalty is.



The Apple iPhone has a new edge on the
edge and structures like mixing of iPod technology as well as multi-touch
technology that allows users to control everything with just their fingers. The
research shows that customers have been loyalty / satisfaction about purchasing
an iPhone all over the world, as it was one of the first handsets released by
Apple. Customer’s desire is an unclear and concrete idea and the actual
appearance of the state of enjoyment will vary depending on the individual’s
needs and it also depends on the product. The level of loyalty may also depend
on other options the customer may have and other products that allow the
customer to compare the products of the business. It also distinguishes six
characteristics of features such as elementary factors, excitement factors,
performance factors, indifferent characteristics, dubious features and opposite

The purpose of this research is to
analyze the level of loyalty of the iPhone based on certain factors. This
research will look at factors such as price and quality where each factor has
its various advantages or weaknesses in order to influence the customer’s level
of satisfaction. This is because each different consumer has their own
importance of need before they even get a new handset.

investigation will focus on iPhone’s ability and what it offers to its
customers, making it different and better than its competitors. These skills
refer back to the factors mentioned earlier. Handsfree technology develops
endlessly with new structures offered when time is over.


research first looks at Apple’s experience and what they offered to their
customers before the iPhone started. Next, the research will provide detailed
explanation and information on every factor that will affect the customer’s
brand loyalty. The research will only use primary data such as copywriting,
articles, blogs and newspapers to get the latest information for the research.




research is to classify the brand quality, Customer Satisfaction and Brand
Image on customer brand loyalty. As this era is successful, there are many
options that exist in the market. This research will help to realize how to
appreciate customer preferences. It is important to determine the ratio of
apparent trade quality, customer satisfaction, etc.



The purpose of the research is to
determine the influence of supposed elements on Apple iPhone brand loyalty, the
impact of customer satisfaction, etc. To be investigated.

Research Question


What is the impact of customer
satisfaction perceived brand branding and brand image branding?




are many limits to this research. The key limitation of this research is
financial constraints. As a result of these restrictions, my research is only
conducted in Multan (Pakistan). There are also limitations of time period and
sample size because it is not easy to cover all parts of Pakistan under 2


Scope ofstudy


the mid-1990s, the mobile phone industry has met broad acceptance of mobile
data facilities, and proposed a new “mobile internet” through its own
compound value distributed by Smartphone stations. With its iPhone, Apple
quickly increased Smartphone’s market segment, as it demanded the comprehensive
acceptance of mobile data services in Pakistan.







Literature Review



“Brand loyalty’s idea originated
from 1920. Brand loyalty has the following definition:” The prejudice
(non-random) behavioral reaction (purchase) expressed over time by a
decision-making unit regarding one or more alternative brands from a
establishes brands and is a function of psychological processes “(Jacoby
1971, p.25). Fournier and Yao (1997) defined the center of companies.” The
marketing plans are the development and maintenance of brand loyalty. The
phenomenon is especially seen in markets with hard competition, highly random
and low production differentiation. Carroll and Ahuvia (2006) said that Brand
Love in turn was associated with higher levels of brand loyalty and positive
mouth-to-mouth. A consumer researcher says that brand loyalty is of major
importance. (Aaker, 1991; Reichheld,1996).

Trademark loyalty has the great interest
of many scholars (Asuncian et al., 2004; Bloamer et al., 1999; Caruana, 2002).
Fire loyalty has huge market share and higher prices, in turn. Many other
researchers favored it (Buzzell et al., 1975; Raj, 1985; Jensen and Hansen,
2006). Such results encourage marketing officials to make and stabilize brand
loyals. In order to achieve such targets, information about variables that
causes brand loyalty is a central issue.

There is a big difference between
satisfied customers. Satisfactory is a rating Loyalty is an emotion. Make them
feel special. Thank you for their business. Treat them as they want to be
treated. People want to do business with people they know and trust. Earn the
customer’s confidence by creating a consistent and predictable above-mentioned

Anderson et al. (2004) said that a loyal
and substantive customer base raises the organizations’ relative trade power in
terms of suppliers, partners and channels. Thus, customer loyalty must
positively influence the owner’s value by reducing volatility and related risks
with expected future cash flow. Dick and Basu (1994) believe customer loyalty
creates positive WOM communication (mouth to mouth) and good plans are resisted
by loyal customers. Such findings require streets and marketers to build and
maintain strong customer loyalty Oliver (1999) agreed with Dick and Basu that
customer loyalty is involved in favorable mouth-to-mouth communication. Kotler
and Keller (2005) said that a 20-80 principle, according to the top 20% of
customers, Can create 80% of the profits for a company. Such a favorable
relationship between a company and its customers is profitable for the






In most literature related to behavioral
intentions, overall approval was used as the main problem of buying goals with
reference to brand loyalty (Spreng et al., 1996). In terms of customer loyalty
is one of the major ways in which customers are expanding customer satisfaction
with the product or services received. It is absolutely important for us to
understand and understand the complaints’ complaints with concern. In order to
separate the authentic issues by asking questions, brand loyalty is at the
heart of planned marketing. Solomon (1994) expressed the purchase options of
loyal customers, can become a habit in nature, even fairly simple and
satisfying with current brands. a consequence. Many scholars said satisfaction
was one of the key factors of customer loyalty (Jamal and Anastasiadou, 2007;
Bearden and Teel 1983; Dick and Basu, 1994). Bontis et al. (2007) conducted the
research and found that customer satisfaction improved status in the service
markets. Reputation partly mediates the relationship between satisfaction and
loyalty and the relationship between satisfaction and recommendation. Tovikkai
and Jirawattananukool (2001) pointed out that understanding the fact that
keeping existing consumers is easier than finding new consumers. Consumers who
have a high purchasing frequency are likely to be satisfied with the products.




image would prevent consumers from raising awareness of an organization’s
public relations practice that better fosters corporate reputation. With this
in mind, clients are more likely to maintain optimistic faith, attitude and
action. It must therefore be recognized that customer loyalty grows rapidly
through the approval of a trademark image. Entrepreneurs should pay more
attention to the brand-loyalty and brand reputation relationship. Reference to
Selnes (1996, p.19) reveals that brand reputation is one of the most important
driving force of brand loyalty. It is therefore effective to strive for better
consumer trustworthiness. To put it briefly, it has a good reputation that
customers enjoy the preference for this product; therefore they will take
action to buy these products.


loyalty into bit size chunks. The goal is about a life time so how do you get
customer to be loyal to as for a life time, rather than a focus in the next
time every time. What are you doing right now to make sure the customer will
come back the next time he or she needs what sell?

just may turn into a lifetime. They will also spend more each time they do
business. Word mouth marketing is the best marketing there. Combined value of
the life time customer is the value of the recommendations. The pay-off to your
customer servicing and experience efforts is huge. Loyal customer is the trees
that bear the sweetest fruits to every business. Consistency is the
exceptionally powerful. Emotional consistency is the key between the loyalty
and trust.  A combination of promises made
and promises kept driving the Brand.




quality as an important predictor of customer satisfaction and that this
long-term relationship was an important predictor of better economic returns
through recurring sales. Perceived quality of a product or service relates to
but not the same as satisfaction as a result of comparing expectations with a
perception of performance (Rowley, 1998). It also suggested that when the
perceived quality of a particular product rises, it is expected that customer
satisfaction will increase (Fornellet et al., 1996) and eventually lead to
brand loyalty (Ha et al., 2011, 2009). In short, satisfied customers are more












Network Diagram

Research Questionsand Hypotheses



Ho: Customer
satisfaction does not have an important impact on brand loyalty.

H1: Customer satisfaction
has a significant influence on brand loyalty.

Ho: Brand Image does not
have a positive influence            on
brand loyalty.

H2: Brand Image has a
positive influence on brand loyalty.

Perceived Brand Quality does not have a strong influence on brand loyalty.

Perceived Brand Quality has a strong influence            on
brand loyalty.

Research Methodology





Research purpose:

My research purpose is descriptive
leading to hypothesis.



My interference in this research is of
minimum level because the type of investigation which I use is correlation.


The study setting is non-contrived
because my interference in this research is of minimum level.


Target population of
my research is iPhone users in Multan, students and Professionals.

Sample Techniques:

In which the simple
random sampling techniques is utilized. Because everyone has the equal chance
of being participated.

Sample :

which the sample of total population is 300.


Time Horizon :

research time is required to be completed under observed problems to be
interpreted and to be drawn conclusion and recommendations for future is 6




























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