Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products

Quality deficiency of brand equity through packaging design that could impacts the customer loyalty towards Kedai Rakyat 1 Malaysia (KR1M) products in Malaysia. The purpose of this study is to investigate on how the brand equity would give an impact to the customer loyalty of KR1M products in Malays...

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Main Author: Zainal Abidin, Sazrinee
Format: Thesis
Language:English
Published: 2019
Subjects:
Online Access:http://psasir.upm.edu.my/id/eprint/84461/1/FRSB%202019%2014%20-%20ir.pdf
http://psasir.upm.edu.my/id/eprint/84461/
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Institution: Universiti Putra Malaysia
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spelling my.upm.eprints.844612022-01-03T07:47:53Z http://psasir.upm.edu.my/id/eprint/84461/ Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products Zainal Abidin, Sazrinee Quality deficiency of brand equity through packaging design that could impacts the customer loyalty towards Kedai Rakyat 1 Malaysia (KR1M) products in Malaysia. The purpose of this study is to investigate on how the brand equity would give an impact to the customer loyalty of KR1M products in Malaysia . The first stage of the study uses literature in investigating the key characteristics of branding towards packaging applications’ by adapting the branding theory. Then, it uses customer loyalty elements in strategising on how the product should attract consumer. Finally, it uses the packaging design applications in the current market to document and identified the packaging design applications’ trends that make the product successful in attracting the customer loyalty. This study was using the quantitative methods and later validated with several interviews with professional and expert in the branding and design fields. Sampling of 320 respondents were collected from 14 states all over Malaysia with a mixture of KR1M stores in urban and semi urban area. The raw data was processed using SPSS 24 and tested with method of correlations to further investigate the credibility of the data. Result of the study would increase the depth understanding towards the integration of branding and packaging design; and understanding the elements of products that could magnetise consumer. The result expected to lead towards identifying and adapting theory on integrated research within marketing, branding and design towards KR1M product; and interrelated theories will create significant theories to drive research output. After the introduction of the background problem, this study will present the literature review on brand equity, customer loyalty, packaging design and describe the research methodology before presenting the expected results. This study contributes in providing a clear guidelines and criteria to assist KR1M designer, manufacturer and retailers in increasing the customer loyalty. It is very significant to generate new knowledge that is beneficial towards quality which will lead towards better product integrity. The final stage of this study contributes the propose 'Standard Operating Procedure' in providing a packaging design criteria and branding processes that could contributed customer loyalty through branding and packaging design not only for KR1M product only. The SOP was validated by the professional that it could also be universally use for all types of packaging design. 2019-04 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/84461/1/FRSB%202019%2014%20-%20ir.pdf Zainal Abidin, Sazrinee (2019) Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products. Doctoral thesis, Universiti Putra Malaysia. Marketing Brand equity
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
topic Marketing
Brand equity
spellingShingle Marketing
Brand equity
Zainal Abidin, Sazrinee
Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products
description Quality deficiency of brand equity through packaging design that could impacts the customer loyalty towards Kedai Rakyat 1 Malaysia (KR1M) products in Malaysia. The purpose of this study is to investigate on how the brand equity would give an impact to the customer loyalty of KR1M products in Malaysia . The first stage of the study uses literature in investigating the key characteristics of branding towards packaging applications’ by adapting the branding theory. Then, it uses customer loyalty elements in strategising on how the product should attract consumer. Finally, it uses the packaging design applications in the current market to document and identified the packaging design applications’ trends that make the product successful in attracting the customer loyalty. This study was using the quantitative methods and later validated with several interviews with professional and expert in the branding and design fields. Sampling of 320 respondents were collected from 14 states all over Malaysia with a mixture of KR1M stores in urban and semi urban area. The raw data was processed using SPSS 24 and tested with method of correlations to further investigate the credibility of the data. Result of the study would increase the depth understanding towards the integration of branding and packaging design; and understanding the elements of products that could magnetise consumer. The result expected to lead towards identifying and adapting theory on integrated research within marketing, branding and design towards KR1M product; and interrelated theories will create significant theories to drive research output. After the introduction of the background problem, this study will present the literature review on brand equity, customer loyalty, packaging design and describe the research methodology before presenting the expected results. This study contributes in providing a clear guidelines and criteria to assist KR1M designer, manufacturer and retailers in increasing the customer loyalty. It is very significant to generate new knowledge that is beneficial towards quality which will lead towards better product integrity. The final stage of this study contributes the propose 'Standard Operating Procedure' in providing a packaging design criteria and branding processes that could contributed customer loyalty through branding and packaging design not only for KR1M product only. The SOP was validated by the professional that it could also be universally use for all types of packaging design.
format Thesis
author Zainal Abidin, Sazrinee
author_facet Zainal Abidin, Sazrinee
author_sort Zainal Abidin, Sazrinee
title Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products
title_short Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products
title_full Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products
title_fullStr Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products
title_full_unstemmed Brand equity and packaging design impact on customer loyalty to kedai rakyat 1 Malaysia products
title_sort brand equity and packaging design impact on customer loyalty to kedai rakyat 1 malaysia products
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/84461/1/FRSB%202019%2014%20-%20ir.pdf
http://psasir.upm.edu.my/id/eprint/84461/
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