Unit 3 Individual Project

Running Head : Consumers Brand Loyalty

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Abstract

This is a research that analyzes a consumers brand loyalty reasons for building brand loyalty and a case study with Mark who is a loyal customer of Motorola cell phone , he has used it for eight years and has his tenth handset yet is still into it . The also analyzes the history of Motorola and the contribution of Marketing in the development , building and maintaining genuine Brand loyalty among customers Introductions

Brand loyalty can be defined

as an act of repeated positive brand experience that fosters a relationship of trust and concern between the customers and the brand . This results in building an inbuilt understanding and liking for the product which makes the customers to be very reluctant to switch from the buying and consuming the product

Brand loyalty can as well be considered as the consumers commitment to the repeated purchase of the brand , brand loyalty is not only determined by the continuous purchase but by also other factors as word of mouth advocacy . Continuous purchase of a brand by a customer can be as a result of situation constrains , lack of viable alternatives and just because of convenience at a particular time and place . This is called spurious brand loyalty

True brand loyalty implies that a customer is willing to purchase a brand even if there are some other better alternatives , this is well demonstrated by the customers buying behaviors as the customers are willing to pay high for the products , they are also willing to bring other customers to purchase the brand with them and can go to the extent of forfeit the purchase of other products for such a brand a customer is loyal to

There are many reasons to explain brand loyalty and these reasons differ from an individual to another . The loyalty to a brand is an individual 's personal perspective and mostly is dictated by factors such as Age , Gender , Marital Status , family background , height , profession color and mostly by the marketing strategy employed by the company of a brand

In this am going to analyze marketing student Called Mark who is 24 years of age and is single . The student has a brown complexion , is 5 '8 feet tall and has been loyal to Motorola cell phone since he purchased his first phone . Mark comes from a very rich background and his first handset was his 16th birthday present from his elder brother who was his favorite and a marketer too in a well reputed company . Even though Mark had since then purchased more than ten handsets his loyalty still holds to his first brand- Motorola . Why

Motorola is a cell phone brand that has been in existence for over 35 years , it is the leading mobile phone manufactures and providers . They deal with the provision of handsets . Motorola Company demands leadership in global communication and bringing leadership in the cutting Edge technology . It is a global company powered...