Thesis on Establishing Brand Loyalty Through Product Quality of Yamaha Mio Motorcycle in Selected Areas in Bacoor City, Cavite.
Type
Thesis
Authors
Category
Thesis-BSBM
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Publication Year
2019
Subject
Brand loyalty. Product quality. Consumer behavior. Marketing. Yamaha Motor Company. Motorcycle industry.
Abstract
DETOITO, MICAH B.; RAFAEL, MELISSA R.; TUCO, ADRIAN PAUL R. Thesis on Establishing Brand Loyalty Through Product Quality of Yamaha Mio Motorcycle in Selected Areas in Bacoor City, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Ms. Fe S. Dullavin.
The study was conducted to determine how to establish brand loyalty through product quality of Yamaha Mio motorcycles in selected areas in Bacoor City, Cavite. The study was conducted to (1) determine the socio-demographic profile of the respondents, (2) determine which brand loyalty status does Yamaha Mio motorcycle customers categorized, which among the dimensions of product quality is highly effective in establishing brand loyalty, (3) determine if there is a significant relationship between the socio-demographic profile of the respondents and product quality, (4) determine if there is a significant relationship between the socio-demographic profile of the respondents and brand loyalty and (5) determine if there is a significant relationship between product quality a brand loyalty.
The study involves 65 respondents through purposive sampling technique. The respondents were Yamaha Mio users. Percentage was used to identify the demographic profile of the respondents in terms of age, sex, and monthly income. Weighted mean was used to determine the brand loyalty status of Yamaha Mio motorcycle customer categories in Yamaha Mio motorcycle and to determine which among the seven dimensions of product quality is highly effective in establishing brand loyalty to Yamaha Mio motorcycle. Ranking was used to rank the product quality dimensions that can establish brand loyalty. It was also used to rank in which status of brand loyalty the customers categorize. Likert Scale was used to interpret the brand loyalty status of Yamaha Mio motorcycle customer categories in Yamaha Mio motorcycle and to determine which among the seven dimensions of product quality is highly effective in establishing brand loyalty to Yamaha Mio motorcycle. W.G Cochran was used to determine the number of respondents in the study. Chi-square test was used to determine the significant relationship between the socio-demographic profile of the respondents and brand loyalty, and the socio-demographic profile of the respondents and product quality. Pearson R was used to determine the significant relationship between product quality and brand loyalty.
Most of the respondents in selected areas in Bacoor City, Cavite were 23 to 28 years old which was dominated by male respondents in terms of gender with an average monthly income of P 10,000 to P 15,000.
In terms of brand loyalty status, the majority of the respondents are hardcore loyal, while feature is the most “strongly agreed” dimension of product quality in establishing brand loyalty in Yamaha Mio motorcycles in selected areas in Bacoor City, Cavite.
There is no significant relationship between the socio-demographic profile of the respondents and product quality to establish brand loyalty in Yamaha Mio motorcycles since the respondents are only concerned with the product quality itself and not whether they purchase a product because of their age, sex, and monthly income.
There is no significant relationship between the socio-demographic profile of the respondents and brand loyalty because the respondents are loyal to Yamaha Mio motorcycles regardless of their age, sex, and monthly income. They are loyal to Yamaha Mio motorcycles because of the product qualities it has that can make them stay loyal.
In terms of the significance between brand loyalty and product quality, Hardcore loyal has a significant relationship between the dimensions of product quality in terms of aesthetics, features, performance, and reliability because of the designs, primary and secondary features, the performance, and the level of reliability a product can give to a customer while there is no significant effect between the dimensions of product quality in brand loyalty
The study was conducted to determine how to establish brand loyalty through product quality of Yamaha Mio motorcycles in selected areas in Bacoor City, Cavite. The study was conducted to (1) determine the socio-demographic profile of the respondents, (2) determine which brand loyalty status does Yamaha Mio motorcycle customers categorized, which among the dimensions of product quality is highly effective in establishing brand loyalty, (3) determine if there is a significant relationship between the socio-demographic profile of the respondents and product quality, (4) determine if there is a significant relationship between the socio-demographic profile of the respondents and brand loyalty and (5) determine if there is a significant relationship between product quality a brand loyalty.
The study involves 65 respondents through purposive sampling technique. The respondents were Yamaha Mio users. Percentage was used to identify the demographic profile of the respondents in terms of age, sex, and monthly income. Weighted mean was used to determine the brand loyalty status of Yamaha Mio motorcycle customer categories in Yamaha Mio motorcycle and to determine which among the seven dimensions of product quality is highly effective in establishing brand loyalty to Yamaha Mio motorcycle. Ranking was used to rank the product quality dimensions that can establish brand loyalty. It was also used to rank in which status of brand loyalty the customers categorize. Likert Scale was used to interpret the brand loyalty status of Yamaha Mio motorcycle customer categories in Yamaha Mio motorcycle and to determine which among the seven dimensions of product quality is highly effective in establishing brand loyalty to Yamaha Mio motorcycle. W.G Cochran was used to determine the number of respondents in the study. Chi-square test was used to determine the significant relationship between the socio-demographic profile of the respondents and brand loyalty, and the socio-demographic profile of the respondents and product quality. Pearson R was used to determine the significant relationship between product quality and brand loyalty.
Most of the respondents in selected areas in Bacoor City, Cavite were 23 to 28 years old which was dominated by male respondents in terms of gender with an average monthly income of P 10,000 to P 15,000.
In terms of brand loyalty status, the majority of the respondents are hardcore loyal, while feature is the most “strongly agreed” dimension of product quality in establishing brand loyalty in Yamaha Mio motorcycles in selected areas in Bacoor City, Cavite.
There is no significant relationship between the socio-demographic profile of the respondents and product quality to establish brand loyalty in Yamaha Mio motorcycles since the respondents are only concerned with the product quality itself and not whether they purchase a product because of their age, sex, and monthly income.
There is no significant relationship between the socio-demographic profile of the respondents and brand loyalty because the respondents are loyal to Yamaha Mio motorcycles regardless of their age, sex, and monthly income. They are loyal to Yamaha Mio motorcycles because of the product qualities it has that can make them stay loyal.
In terms of the significance between brand loyalty and product quality, Hardcore loyal has a significant relationship between the dimensions of product quality in terms of aesthetics, features, performance, and reliability because of the designs, primary and secondary features, the performance, and the level of reliability a product can give to a customer while there is no significant effect between the dimensions of product quality in brand loyalty
Description
Undergraduate.
Hardbound.
Hardbound.
Biblio Notes
Detoito, M. B., Rafael, M. R., & Tuco, A. P. R. (2019). Establishing brand loyalty through product quality of Yamaha Mio motorcycle in selected areas in Bacoor City, Cavite (Undergraduate thesis, Cavite State University – Bacoor City Campus). Adviser: Ms. Fe S. Dullavin.
Number of Copies
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