How Does Brand Loyalty Affect Performance of a Company? Colgate Case Study
HOW DOES BRAND LOYALTY AFFECT PERFORMANCE OF A COMPANY: COLGATE CASE STUDY
THE UNIVERSITY OF NORTHAMPTON
Submitted in partial fulfilment of requirements for the award of a degree in Business Administration
The University of Northampton
SUPRVISOR:
DATE: mm/yy
Table of Contents 2
EXECUTIVE SUMMARY 4
CHAPTER1. INTRODUCTION 5 1.1. Background Information 5 1.2. Problem Statement 6 1.3. Purpose of the study 7 1.4. Objectives of Study 7 1.5. Research Hypothesis 8 1.6. Organization of the Reminder of the Study 8
CHAPTER 2: LITERATURE REVIEW 8 2.1. Theoretical Framework 8 2.2. Customer’s Perceptions about the Company’s Product 15 2.3. Approaches for Developing Colgate Brand Equity 15 2.4. Marketing Strategies 17 2.5. Determining Brand Loyalty 19 2.5.1. Effective market share 19 2.5.2. Relative price ratio 20 2.5.3. Durability; 20
CHAPTER3: METHODOLOGY 20 3.1. Primary Data 20 3.2. Secondary Data 21 3.3. Data Analysis 21 3.4. Data Interpretation 21
CHAPTER 4: ANTICIPATED RESULTS and DISCUSSION & 21
CONCLUSION AND RECOMMENDATIONS 24
Appendices 25 Appendix 1: Questionnaire 25
Bibliography 28
ACKNOWLEDGEMENT
I would like convey my heartfelt thanks to my supervisor Prof/Dr…………… and my tutor Dr/Prof………….for their genuine commitment in guiding on how to write this dissertation proposal.
I wish to thank our entire college library workforce from the bottom of my heart for the help they accorded me to get all resource materials which aided me in preparation of my project.
I would like to give humble gratitude to my parents who supported my studies both financially and morally.
Lastly, I wish to appreciate all my colleagues for giving me friendly atmosphere and moral support during the entire period I was writing my project.
EXECUTIVE SUMMARY
The study
THE UNIVERSITY OF NORTHAMPTON
Submitted in partial fulfilment of requirements for the award of a degree in Business Administration
The University of Northampton
SUPRVISOR:
DATE: mm/yy
Table of Contents 2
EXECUTIVE SUMMARY 4
CHAPTER1. INTRODUCTION 5 1.1. Background Information 5 1.2. Problem Statement 6 1.3. Purpose of the study 7 1.4. Objectives of Study 7 1.5. Research Hypothesis 8 1.6. Organization of the Reminder of the Study 8
CHAPTER 2: LITERATURE REVIEW 8 2.1. Theoretical Framework 8 2.2. Customer’s Perceptions about the Company’s Product 15 2.3. Approaches for Developing Colgate Brand Equity 15 2.4. Marketing Strategies 17 2.5. Determining Brand Loyalty 19 2.5.1. Effective market share 19 2.5.2. Relative price ratio 20 2.5.3. Durability; 20
CHAPTER3: METHODOLOGY 20 3.1. Primary Data 20 3.2. Secondary Data 21 3.3. Data Analysis 21 3.4. Data Interpretation 21
CHAPTER 4: ANTICIPATED RESULTS and DISCUSSION & 21
CONCLUSION AND RECOMMENDATIONS 24
Appendices 25 Appendix 1: Questionnaire 25
Bibliography 28
ACKNOWLEDGEMENT
I would like convey my heartfelt thanks to my supervisor Prof/Dr…………… and my tutor Dr/Prof………….for their genuine commitment in guiding on how to write this dissertation proposal.
I wish to thank our entire college library workforce from the bottom of my heart for the help they accorded me to get all resource materials which aided me in preparation of my project.
I would like to give humble gratitude to my parents who supported my studies both financially and morally.
Lastly, I wish to appreciate all my colleagues for giving me friendly atmosphere and moral support during the entire period I was writing my project.
EXECUTIVE SUMMARY
The study
References: Aaker, D. 2010. Building Strong Brands, 2nd Paperback edition London: Simion and Schuster UK Ltd. Beverland, M., Lim, E, Morrison, M. & Terziovski, M. 2006. In-store music and consumer brand relationships: Relational transformation following experiences of (mis)fit. Journal of Business Research 59: 982–989. Chu, S. & Hean, T. K. 2006. “Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings,” Marketing Letters, Vol.17. pp.323-331 Deliza, R. & MacFie, H. 2001. Product Packaging and Branding. In Frewer, L.J., Risvik, E. Schifferstein, H. (eds) Food, People and Society: A European Perspective of Consumers ' Food Choices. Berlin: Springer, pp. 55–72. Retrieved on 31st January 2013 from Lee, D. 2009. Image Congruence and Attitudes toward Private Brands. Advances in Consumer Research, vol.31. pp.435–441 Mintel, 2011. Food Retail Industry – Including Online, Mintel Research. London Pandya, K. 2013. Brand Equity Drivers of Colgate. Slideshare Inc. Retrieved on 2nd February 2013 from, Trefis Team, 2013. What Is Driving the Stock: Colgate-Palmolive Company Overview, Retrieved on 2nd February 2013 from,