A study on how the antecedents of brand loyalty impact the decision making process on the purchase of TUMI brand.

Paper details:

Title of the Study:
A study on how the antecedents of brand loyalty impact the decision making process on the purchase of TUMI brand.
(7,500 words)

Rationale of the study:
The purpose of this research is to understand the factors of perceived quality, brand awareness, product design, product satisfactions and brand identification that contribute to brand loyalty towards TUMI.

Utility of the study:
To understand how the antecedents of brand loyalty influence the decision on purchasing TUMI brand.

Survey done will be based on 100 respondents of 50 males and 50 females

Background/additional information on TUMI:
https://en.wikipedia.org/wiki/Tumi_Inc
www.tumi.com/

Problem Statement:
Asia economy has growing over the years and there are many working professionals who are able to afford more premium suitcase and bags for travel and work. There are a few companies providing similar products like Samsonite, Rimowa and Victorinox aiming for the market share in Singapore. Consumers have different choices to make in the market where there are several factors contributed to the brand loyalty towards a particular brand. Hence, a study on the antecedents of brand loyalty to see how do/does it impact the decision making process on the purchase of TUMI brand.

Objectives
(I) Primary
To evaluate if perceived quality, brand awareness, product design, product satisfactions and brand identification contribute to brand loyalty towards TUMI.

(II) Secondary (Additional or changes can be done to improve it)
– To understand the impact of consumer preference on the antecedents for buying TUMI brand.
– To understand what are the top priorities of the antecedents that lead to the brand loyalty of TUMI.
– To understand if satisfaction level of consumers lead to the loyalty towards TUMI brand.

Hypotheses (additional or changes can be done to improve it):
H1: There is a significant, positive associated between perceived quality and brand loyalty.
H2: There is a significant, positive associated between brand awareness and brand loyalty.
H3: There is a significant, positive associated between product design and brand loyalty.
H4: There is a significant, positive associated between product satisfactions and brand loyalty.
H5: There is a significant, positive associated between brand identification and brand loyalty.
H6: There is a significant, positive associated between satisfaction level of consumer and brand loyalty.

Sources of Data: Primary data collection. Data will be collected from the general public who own a TUMI brand bag or luggage.

Methodology use to support the findings:
Using SPSS statistical analysis and all statistics of the below are required
– Correlation
– Chi Square
– Factor Analysis
– ANNOVA
– Discriminant analysis (50 males and 50 females)
Survey done will be based on 100 respondents of 50 males and 50 females
Below is the questionnaire which I have briefly worked on based on the targeted objectives. Hence, please change/amend/improve it, if necessary to address the objectives set.
A study on how the antecedents of brand loyalty impact the decision making process on purchase of TUMI brand.
7,500 words

TITLE PAGE

The following details should be stated on your title page:
• The title of your project

ACKNOWLEDGEMENTS

Thank any people that have assisted/contributed to your project.

CONTENTS

Provide a list of the sections of your project with page numbers.

ABSTRACT

SECTION 1: INTRODUCTION (20% of words count)
• What is the setting for your project?
• What are the aims of your project?
• What is your project about?
• How and why did you choose the project?
• Describe how your project will assist the organization, if relevant.
• Describe the consultation process you have undertaken with the organization, if appropriate.

SECTION 2: LITERATURE REVIEW (20% of words count)
Review of relevant literature related to your research. Make sure you consult a wide range of relevant literature. All sources should be correctly attributed using the Harvard format.

SECTION 3: PROCESS (15% of words count)
• What methodology did you adopt (inductive or deductive?)
• What methods did you choose?
• How did you carry out your project?
• Who did you work with?
• Why did you choose this particular approach?

SECTION 4: DISCUSSION AND EVALUATION (20-25% of words count)
• An analytical critical discussion of your project with references to literature to support your arguments.
• How far do your findings contradict/confirm existing research?
• Refer to any diagrams, questionnaire results, graphs, etc.

SECTION 5: CONCLUSION AND RECOMMENDATIONS (20-25% of words count)
• What do your findings show?
• What were the limitations of you project?
• What recommendations would you make on the basis of your findings?
• Do you think your recommendations are innovative or entrepreneurial? How and why are they?

SECTION 6: REFERENCES
• A list of references using the Harvard system.

GUIDANCE ON APPENDICES
• These should include any material which is of interest but which is peripheral to the project, e.g. sample consent forms, tables of results, graphs, photos, surveys, interviews, etc.
• You should try and keep any such appendices to a minimum.

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