Examination Into Youth Brand Loyalty The Sportswear Industry (2010)

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

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