MKT619 Project Proposal on Comparison of brand loyalty

Project Report Customer Satisfaction and Brand Loyalty of Software Products.

The success of a firm relay on largely on its capability to catch consumers towards their brands. Importantly, it is very hard for the survival of any company to retain their current customers, and to make them loyal to the brand.  Brand loyal consumers reduce the marketing cost of the any company as the costs of attracting new customers were found to be about almost six times high costs of retaining an old one (Rosenberg and Raj 1991).  Another writer wrote that Brand loyalty provides the company with trade leverage and loyalty to the firm’s brands represents a strategic asset that has been recognized as chief source of the brands equity.

 We can say that complete loyalty is that the action of mental processing; the earliest effort to quantify complete loyalty in this was created by Guest (1942) who asked people that complete does one prefer? Since then similar measures are employed quite frequently in promoting practices (brown 1993).

 Reason for doing this study is to find out the consumers loyalty towards Bata and Servis Shoes Company. Therefore consumer’s views Was be record through conducting survey. A prepared set of questionnaires having 5-point scale Was be distributed among the consumers to fill up. So this study Was complete with the help to primary data and secondary data. After doing this study, readers Was be able to understand which company has more loyal consumers and why. Secondary data Was used to complete this study. The secondary data Was be collect from different sources to achieve the research objectives.

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