Analysis of brand loyalty for consumer durables - cars

• Main Author: Chia, Huey Sim
• Other Authors: Tan William
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/64355
• Institution: Nanyang Technological University

Consumers are exposed to a wide variety of products with each carrying its own brand name. In order to simplify the purchase decisions, consumers develop regular purchasing patterns commonly known as brand loyalty. Brand loyalty is very important to marketers as an understanding of the underlyin...