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Ref: market0019
This dissertation is
an examination into youth brand loyalty. It looks
at consumer decision making processes and branding theory in relation
to youth’s purchasing habits and underlying attitudes. The
primary research focuses on looking at youth and older people a like
exploring what aids brand loyalty, what factors sustain this as well as
how brand equity is influenced. The study concludes that the youth in
their bid to find acceptance portray images with the use of sportswear
to alleviate peer pressure placed upon them. Furthermore the Study also
concludes that youthful associations do not significantly affect Brand
Equity. The
objectives of the dissertation are:
- To explore
attitudes and perceptions of the general sample towards
sportswear brands: to uncover the factors that make people purchase
sportswear and find out whether their perceptions of brands have been
altered by young people’s connection to them.
- To explore the
way with which young people became attached to sports
brands, including finding the glue with which these opinions are held
together.
- To
identify and quantifiably assess to what extent advertising plays a
role in consumer purchasing behaviour in relation in sportswear.
- 12,000 words
–
76 pages in length
- Excellent use
of literature
- Excellent in
depth analysis
- Well written
throughout
- Ideal for
marketing and
business students
1:
Introduction
Background
Problems and Consequences
Objectives:
Importance of the Study
Framework of the Project
2:
Literature Review
Consumer problem solving and buying process
Importance of Brands
Brand Loyalty/Repeat Buying behaviour
Young People’s decision-making processes
Theory decisions and considerations, formulation
3.0
Research Methodology
Exploratory, Descriptive, Analytical and Predictive
Deductive/Inductive and Positivist / Phenomenologist
Research methods
Method formulation
Sampling procedure
Hypothesis
4:
Fieldwork, Findings and Analysis
Interviews
Questionnaires
Analysis of questions
5:
Conclusion and Recommendations
Bibliography
Appendices
1. Select reference number market0019 from the dropdown list
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