Research Proposal on Brand Loyalty in Mobile Phone Market
I. Introduction 1. Problem Statement
A number of papers have discussed about the factors that influence a consumer’s brand loyalty, such as "An empirical model for brand loyalty measurement" (Punniyamoorthy, M and Prasanna Mohan Raj, 2007), or “The relation between Brand Loyalty, Product Involvement and Information Search” (Ai Lin Lim, 1999). Although both of the researches mentioned above reached some conclusions about their topics, it is our initial assumption that these conclusions will be more or less inapplicable to the Vietnamese market because of the different in the population analyzed. In fact, consumers in developed countries (such as the United States) are less dependent on price compared to Vietnamese consumers, with a higher level of compulsive consumption (as discussed in “Estimated Prevalence of Compulsive Buying Behavior in the United States”, American Journal of Psychiatry,2006); while Vietnamese consumers, in particular Vietnamese students, possessing limited income, which leads to lower compulsive buying and higher product involvement in general, will presumably have different motivations behind their repurchasing decisions. 2. Purpose of the study
This study has two objectives: * First, to determine the main factors that influence the perception of brand loyalty of Vietnamese young adults in the mobile phone market, particularly Vietnamese students, whose characteristics and preferences are somewhat different from other consumer groups. * Second, to discuss the extent to which these factors affect the consuming decision when the consumers have to face with other situational limitations, especially when buying products with high involvement such as mobile phones. 3. Research Questions
There are 3 main questions that this study aims to answer: a) Is there a connection between certain variables (income level, peer pressure, advertising, etc.) and the tendency of brand loyalty of university students in Vietnam? b) Which is
A number of papers have discussed about the factors that influence a consumer’s brand loyalty, such as "An empirical model for brand loyalty measurement" (Punniyamoorthy, M and Prasanna Mohan Raj, 2007), or “The relation between Brand Loyalty, Product Involvement and Information Search” (Ai Lin Lim, 1999). Although both of the researches mentioned above reached some conclusions about their topics, it is our initial assumption that these conclusions will be more or less inapplicable to the Vietnamese market because of the different in the population analyzed. In fact, consumers in developed countries (such as the United States) are less dependent on price compared to Vietnamese consumers, with a higher level of compulsive consumption (as discussed in “Estimated Prevalence of Compulsive Buying Behavior in the United States”, American Journal of Psychiatry,2006); while Vietnamese consumers, in particular Vietnamese students, possessing limited income, which leads to lower compulsive buying and higher product involvement in general, will presumably have different motivations behind their repurchasing decisions. 2. Purpose of the study
This study has two objectives: * First, to determine the main factors that influence the perception of brand loyalty of Vietnamese young adults in the mobile phone market, particularly Vietnamese students, whose characteristics and preferences are somewhat different from other consumer groups. * Second, to discuss the extent to which these factors affect the consuming decision when the consumers have to face with other situational limitations, especially when buying products with high involvement such as mobile phones. 3. Research Questions
There are 3 main questions that this study aims to answer: a) Is there a connection between certain variables (income level, peer pressure, advertising, etc.) and the tendency of brand loyalty of university students in Vietnam? b) Which is