A study on brand loyalty towards innerwear

• Main Authors: Tan, Diyao, Yam, Wei Pei, Woo, Andy Kok Leung
• Other Authors: Chen Yee Fong, Geraldine
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/33516
• Institution: Nanyang Technological University

The existence of innerwear dates as far back as 7000 years, yet it has continued to evolve in its functions and uses till date. This study aims to identify and study the importance of roles and functions of innerwear to consumers and how they are related to brand loyalty. Moreover, the differences between males and females will be studied to provide brand managers further insight into the brand loyalty of consumers in this particular industry. This study is based on 200 Singaporeans of ages 18-25 years old. The respondents are categorized under the two pairs of groups that are being studied: Brand Loyal vs Non-Brand Loyal & Males vs Females. The independent t-tests were carried out to understand the relationship between innerwear and brand loyalty. However, our results revealed that Fit and Comfort were still the defining factors for selection of innerwear. While, it is worthy to note that parents, peers as well as advertising and promotions plays only a minor role in influencing innerwear selection. It was found that while the traditional roles of innerwear are still the most important; managers could still differentiate their products through the use of different strategies in product development and advertising to gain an edge over their competitors.