Impact of Brand Awareness on Consumers Loyalty: A Study of Packages Milk Brands

Contents
Chapter one ............................................................................................................................................. 5 1. Introduction ......................................................................................................................................... 5 1.1Need of loyalty................................................................................................................................... 5 1.2 Brand Awareness Impacts on Quality ............................................................................................... 5 1.3 Brand Loyalty Awareness for Children ............................................................................................ 5 1.4 A study of packages milk brand Dairy Crest................................................................................. 6 1.4.1 Vision and Values .......................................................................................................................... 6 1.4.2 Strategies of Dairy Crest ................................................................................................................ 7 1.4.3 Products of Dairy Crest .................................................................................................................. 7 Spreads ........................................................................................................................................... 7 Cheese ............................................................................................................................................ 7 Dairies ............................................................................................................................................ 8

1.4.4 A Tough Time for Dairies in 2012................................................................................................. 8 1.4.5 An efficient performance from FRijj ............................................................................................. 8 1.4.6 Home Deliveries ............................................................................................................................ 8 1.4.7 Procurement of Milk ...................................................................................................................... 9 1.4.8 Cost Reduction in Practices-innovative new bottles ...................................................................... 9 1.4.9 Explanatory controls ...................................................................................................................... 9 1.4.10 Effort on reducing costs for Group Earning............................................................................... 10 1.5 Objective of the research................................................................................................................. 10 Chapter 2 ............................................................................................................................................... 10 2. Literature Review.............................................................................................................................. 10 2.1 Awareness of brand......................................................................................................................... 11 1

2.2 Importance of Brand ................................................................................................................... 11 2.3 Brand Awareness and Consumer Loyalty ....................................................................................... 12 2.4 Brand Equity /Fairness of Brand ..................................................................................................... 13 2.10 The Elements for strengthen Equity.............................................................................................. 14 The name of Brand ....................................................................................................................... 14 Symbols and Logos .................................................................................................................... 15 Typescripts: .................................................................................................................................. 15 Wrapping: ..................................................................................................................................... 15 Mottoes:........................................................................................................................................ 16

2.5 Model of fast moving consumer goods ........................................................................................... 16 2.6 Brand image and consumer commitment........................................................................................ 17 2.7 Employee brand commitment and Brand Knowledge .................................................................... 18 2.8 Loyalty Intention............................................................................................................................. 21 2.9 Customer Satisfaction ..................................................................................................................... 22 2.10 Factors moving consumer loyalty ................................................................................................. 23 2.11 Conclusion: ................................................................................................................................... 25 2.12 Hypothesis of the study: ................................................................................................................ 25 CHAPTER 3 ......................................................................................................................................... 27 3. Research Methodology ..................................................................................................................... 27 3.1 Strategies and Procedure of the Research: ...................................................................................... 28 3.2 Methods of Research: ..................................................................................................................... 28 3.2.1 Quantitative Research: ................................................................................................................. 28 3.3 Procedure of Data Collection: ......................................................................................................... 29 3.3.1 Primary Research: ........................................................................................................................ 29 3.3.2 Secondary Research: .................................................................................................................... 29 3.4 Scheming of Questionnaire: ............................................................................................................ 30 3.5 Sample: ........................................................................................................................................... 30 3.6 Features of Respondents: ................................................................................................................ 30 3.7 Size: ................................................................................................................................................ 31 3.8 Preparation of Data: ........................................................................................................................ 31 3.9 Data Coding and Feeding:............................................................................................................... 31 3.10 Moral Considerations: ................................................................................................................... 32 3.11 Trustworthiness and Rationality ................................................................................................... 32 Chapter 4 ............................................................................................................................................... 32 2

4. Findings and analysis: ....................................................................................................................... 32 4.1Socio-demographic Analysis: .......................................................................................................... 33 4.2 Correlations:.................................................................................................................................... 33 .............................................................................................................................................................. 35 4.3 Regression Models: Hypothesis Testing: ........................................................................................ 44 4.3.1 Hypothesis Testing: H1-H4: ........................................................................................................ 44 4.3.2 Hypothesis Testing: H5: .............................................................................................................. 51 4.3.3 Hypothesis Testing: H6: .............................................................................................................. 53 4.3.4 Hypothesis Testing: H7: .............................................................................................................. 55 4.3.5 Hypothesis Testing: H8: .............................................................................................................. 57 4.3.6Hypothesis Testing: H9:................................................................................................................ 59 Chapter 5 ............................................................................................................................................... 61 Conclusions, Implications, Limitations and Future Research Directions: ............................................ 61 Suggestions for Management:............................................................................................................... 64 Limitations and Future Research Directions:........................................................................................ 66 Bibliography ......................................................................................................................................... 66 Appendix ............................................................................................................................................... 68 Impact of Brand Awareness on Consumers Loyalty Questionnaire .................................................... 68

Abstract Consumers demand depends upon the quality of brands. And brands loyalty impacts the behaviour of consumer by brand image and brand awareness. The objective of the current research is to find the relationship amongst the brand image, the brand awareness, the brand loyalty and the brand equity. The central objective of the research is to analyse the importance of specific packaged milk brand loyalty of Dairy Crest Group in the markets of UK. A survey was conducted online, 100 hundred survey forms were sent to both male and females to collecting data. . Then the results were taken by feeding data in SPSS to find results. To test the impact of brand image, four main hypotheses were developed to check the impacts on consumers loyalty. The hypotheses were taken Physical, Figurative, Functional, and Financial. From the conclusions on NOVA and correlation results, it was founded that the image of brand has positive impact on Consumer fulfilment, Consumer loyalty, and Consumer commitment. Conversely the relationship between the brand image and Consumer satisfaction is the strongest. Based on the results, it is concluded that Dairy Crest Milk brand is doing well in marketing and consumers satisfaction.

Chapter one
1. Introduction 1.1Need of loyalty
Loyalty ever occurs in the goods market from consumers point of view, the purpose of this study to analyse the consumers viewpoint on the branded milk packaging company in the foods and beverage markets. The recent research shows that management principles and strategies play an important role to motivate the consumers loyalty for any specific brand. Principles of management are the basic root to run any business. Efficient designs, marketing, low price and manufacturing of the products attract the consumers attention. (ESHUN RICHARD, JUNE, 2012)

1.2 Brand Awareness Impacts on Quality

Buyers are very conscious to choose their well well-known and favourite brands. If enterprises wish to beat their competitors in the markets, then they should love to convince the consumers to purchase their desired goods and services. When buyers wish to buy any good, then a title of the brand reaches to their thoughts for a while, which reveals that products have greater brand awareness. It concludes that the greater the brand assurance, the less cost enterprises to pay. (Hansen, 2013)

1.3 Brand Loyalty Awareness for Children

It is common that food marketing run campaigns at children on television, magazines and during movies. Food and beverage trades spend billions of dollars to help and discriminate
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the specific products for children in the United States. The purpose of building brand loyalty among children is too aware them for begging and nagging to any particular product or brand. Stanford University has examined the effects of greatly advertised fast food brand on preschool children's taste favourites. Which concluded that branding the effect of McDonald's was very strong rather than other brands, because the children were familiar with the McDonalds. Likewise, the children even favoured the taste of carrots and milk, healthy foods, when they thought they were from McDonald's.
(http://hotelexecutive.com/author/14/Matthew-Rosenberger)

1.4 A study of packages milk brand Dairy Crest

In 1981, Dairy Crest Group was established in England. In start, there was only marketing of Milk by the company. The company launched dairy spread in 1983. A joint project was started with French Dairy Company in 1993, which was titled by Yoplait Dairy Crest. It introduced new product of cheese brand Cathedral City, in 1995. In 1996, Dairy Crest was listed as a private company in London Stock Exchange. In 2000s many other brand companies were introduced by the Dairy Crest Group like Spreads, Cheese, and Creameries etc. In these days, Dairy Crest Group plc is the leading company of dairy foods in UK. The responsibilities of Dairy Crest Group are selling and processing of fresh milk and branded dairy products in Europe and UK. There are clear strategies, solid visions strong ethics and good staff in the company.

1.4.1 Vision and Values

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Dairy Crest Group is proud of their links in the country. The vision of Dairy Crest Group is to provide healthy, pleasurable expedient products to receive the exact loyalty of consumers. Their objective is to fulfil the needs of consumers, because consumers come first to ensure for value added sales. It is not possible to bring new product in the market without the support of consumers and retailers. Franchisees, farmers and employees are also important to commit business by selling and distributing the milk.

1.4.2 Strategies of Dairy Crest

The main strategies of Dairy Crest Group are To make its place in value-added markets. To decrease the costs by efficient strategies. Reducing the risks by improving the earning quality.

1.4.3 Products of Dairy Crest

Spreads
In two factories of UK and France, Dairy Crest is producing spreads and brand of butter. The distribution of these brands is managed by retailers in both countries.

Cheese
The production of leading brand of cheese is of Dairy Crest in Cathedral City, UK . For this purpose milk is delivered by local dairy farmers.

 Dairies

The responsibility of Dairy Crest Company is to supply fresh milky-foods, organic and characterized milk to the foremost dealers, consumers on middle ground, small stores, chocolate shops, residential-customers and hospitals. Dairy Crest is trading and retailing the foremost fresh and flavoured milk brand, creamy and dry milk (powders), FRijj.

1.4.4 A Tough Time for Dairies in 2012

Due to inflation and competitions in food markets, the profits could be earned as much as were expected. To restore the business of Dairies, a lot of actions are taken to reach the high level of profits. Innovative strategies are introduced to increase the sales. For this purpose 75 million are invested on cost, quality and services. And saving are estimated 20 million in each year.to increase the selling surveys are conducted geographically by customers.

1.4.5 An efficient performance from FRijj

FRijj is the leading flavoured milk brand which has about half of the market. Consumers

are demanding a lot the milk brand FRijj. Dairy Crest Group has done a trial to keep longer life of FRijj by using UHT milk, this increases penetration convenience openings.

1.4.6 Home Deliveries

To deliver milk to customers doorstep is the basic part of Dairy Crest Groups business. Nearby 1 million home-customers, having network of 2,100 milkmen, round about 1,500 franchisees are the part of Dairy Crest Group.

1.4.7 Procurement of Milk

Annually 2.1 billion litters of milk are sourced by Dairy Crest .mostly 80% of this volume directly comes from about 1300 dairy farms of England and South Wales. The team of Milk Procurement works with farmers for effective and supportable supply of high quality of milk. Partnership approach is also adopted to build long-lasting terms with farmers. Contract options are also available by professional and advisory support to increase the business opportunities.

1.4.8 Cost Reduction in Practices-innovative new bottles

To save the money of consumers, new light weighted bottles are made by using 15% less plastic than before. There are two types of benefits by using light-weighted bottles, to improve the performance with new design and reduction in the use of material. Initially, 30,000 bottles carried stickers to give consumers information in case of not satisfying with the product. But no complain was received and consumer appreciated the new design.

1.4.9 Explanatory controls

Trends of consumers are checked regularly monitored, because they are the basic key of running business. Health benefits are promoted continuously which are provided by the dairy products to improve the healthier products. The Management Board decides to reduce costs of the products through efficiencies of supply chain. Purchasing and commercial teams are ready to ensure the customers about cost changes and justifications for increase in prices.

1.4.10 Effort on reducing costs for Group Earning

The reliable strategies of Dairy Crest have been decrease the costs and got efficiencies in some years. The target of reducing costs is 20million pounds in each year, then the saved money is given for consumers value by spending to increase marketing for boosting the profile of Dairy Crest. (Dairy Crest Group plc Annual Report 2012, 2012)

1.5 Objective of the research

The main objectives of the current study are:

To know the consumers perspective according to loyalty in fast moving consumers goods markets.

To identify the reasons of strong brand, To examine the factors affecting consumers brand loyalty, To conclude on the basis of consumers behaviour according to packaged milk brand

Chapter 2 2. Literature Review

The chapter covers broadly literature analysis to show the importance of consumers brand loyalty on brand. So, the literature review presented in this chapter is focused on brand awareness, customer loyalty, brand equity, role of brand in fast moving goods market, consumer commitment on brand, role of employer in brand loyalty, knowledge of brand etc. in detail.

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2.1 Awareness of brand

The power of brands existence in the consumer's mind" is called brand awareness. To measure the proportion of the specific market is called the awareness of a brand title. Sellers can generate awareness amongst their consumers by repetitive advertising. Awareness of brand can offer reasonable benefits for the dealer, such as brand awareness can diminishes the brand with a sense of awareness. Title awareness can be a symbol of occurrence, assurance and ingredient. The salient features of any brand can be decided at its purchasing time. (Osman*, Spring 2011)

2.2 Importance of Brand

The rise of relationship marketing with suppliers and consumers is not just an exchange of physical product or service, but there is a relationship to inspire the features like quality, value, perception, brand, design, efficiency etc. The brands cannot be considered successful brands which imitate to the following standards: 1. The name, symbol or design of a successful brand which classifies the product of a business as having reasonable benefit, e.g. Microsoft, Coca Cola, Marks and Spencer. 2. The achievement of a brand results in greater revenues with the best performance market. 3. The fruitful brand is like an asset if it leads to support for economic benefits. 4. A successful brand will lead to invest more for further opportunities and profits. An Advertising Executive of Tesco company assumed in 1992 that Self-styled products are not called brands. These are the tags of the producers brand. These have poor positions, poor features and poor support. Such companies do not recognize the demands of consumer to see he retailers especially as a passage for supply.
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According to D.Chematory..(1998), a prosperous brand is like a classifiable invention, service, type or residence amplified, which is counterpart of buyers most closely needs in such a way that the buyer or user identifies appropriate, exclusive value added. The results of its success are able to endure the value added in contradiction of opponents Consequently, tags of many goods and services do not inhibit them from being produces which are categorized by lack of superficial distinction via consumers proficient offers. Some goods like mineral, milk, biscuit tin and vegetables come in to mind, wherever procurement decisions tend to be taken on the base of expenditure or obtainability but not on the basis of brand or the producers designation.

2.3 Brand Awareness and Consumer Loyalty

Brand awareness ever affects the consumers loyalty and making final decisions by manipulating the realization and asset of brand relations presented in the image of brand formed by different factors involved in brand memory. On the basis of different thoughts of different writers on the importance of brand awareness to the corporation in case of achieving market share conclude that above brand loyalty by consumers is associated with the awareness of brand through different significant brands in competition. Practically, corporations are using aided and unaided awareness to determine the degree to which consumers are aware and have positive opinions about their products or services. In many industries, the companies with maximum awareness of the brands also regulate the biggest market share. (Osman*, Spring 2011) In these days, Brands are coming in by dozens in the markets, there are the needs of much confidence to supply according to consumers choice. A lot of struggles are needed to
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positioning of the product and brand building. By creating awareness of new products and brands is helpful to introduce for the success of selling the products. Brand awareness can be popularized by advertising is one of the most important traditional indication to redirect and mould our lives. It is an unavoidable for anyones life to read the newspapers or watches television, it is also impossible to escape the marketing images that saturate the surroundings, via billboards, wall paintings, pop material or even by the radio, critical across all media but limited to none. Exactly, the Brand Awareness is one of the main objectives of Marketing in the modern world. Marketing is the announcement link between the producer and the consumer. Marketing and advertising do not only deliver information about the products and services but also a dynamic effort to prompting the products for people by action. (Sawant, 2012)

2.4 Brand Equity /Fairness of Brand

The success of Brand Loyalty is the outcome of the Brand Fairness which enables the brand more solid and sufficient to be consumed more in the long run over and done with producing profits. The Fairness of brand is important for plentiful benefits for the corporations that possess on the qualities of brands. Brand equity is positively linked with brand loyalty. Furthermore, Fairness of brand upturns the possibility of selecting the brand, foremost to consumer loyalty to a selected brand (ESHUN RICHARD, JUNE, 2012). By using the sample data of Dutch-customers divided into eight groups of products and eight in retail chains , to examine the impact of fairness of brand on consumers typical

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responses, it was concluded that that consumers were extra faithful to the high equity brands rather than low equity brands in the situation of a routine life. (Laurens M. Sloot a, 2005) Brand Equity- In the decade of 80s, greatly profits of the massive customer product organization were attained by a plan of obtaining appreciated brand names from other corporations, the payment of price for such dealings were too much. This is a real fact that the names of brand that are well known by the consumer have greater equity. Fairness of Brands depends on great awareness, countless loyal consumers, and a high reputation for supposed quality. (Sawant, Nov. - Dec. 2012)

2.10 The Elements for strengthen Equity

The Elements of a brand are the graphical or the voiced evidence which helps to recognize or distinguish any brand. Maximum brand shared fundamentals are the names, designs, signs, fonts, wrapping or mottoes. The elements of brand are selected to heighten the brand alertness and to simplify durable realization, auspicious or exclusive brand associations. To test the contribution of brand-building for the elements of brand is to know the thinking of customers about the product or service by brand name, related logo and so forward. Some common elements of brand are needed to discover for identification to brand equity.

The name of Brand

Brand equity is built on the name of brand (Aaker D. ) .The unique name is a basic sign of the

brand, as a cognizance and communications strength. Since the names of brand are needed to be managed actively to stimulus outside shareholders. Once brand is launched, conversely, the new name becomes the psychological property of customers .The name of any brand is

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the announcement for the products uniqueness, which transmits it fundamentally the brand equity. Though the tags of corporations can be altered, but the titles of the brand do not change without any substantial possibility of trailing totally fairness.

Symbols and Logos

The elements of brand-pictorial show a significant role in equity-building in expressions of brand awareness (Keller, 2003). The pictorial uniqueness of the brand needs to launch or retaining an occurrence in the markets. For example, driving in another country when language is unknown, then to recognize a red octagonal sign means to STOP. The children who cannot read and write, but still can identify the golden arches and cry out McDonalds!. Some examples of other brands with strong wording marks which includes Coca-Cola, and Kit-Kat, Dunhill, etc.

Typescripts:
Typescripts are characterizes as a distinctive category of the brand-symbol which are taken on

real-life of human features. The typescripts of brands are often colourful or striking imagines, in which these get attention for brand equity. In a competitive market, any character of brand can create the features of brand salience. A typescript develops a short allusion to the brand and generates the clear state of publics mind. Letterings contribute for essential objectives of brand-awareness by retaining the state of publics psychological. (Myers, n.d., as cited in Costa, 2010; Keller, 2003).

Wrapping:
Packaging is the important brand element of designing and generating container or wrappers for a product (Croft, 1985, as cited in (Keller, 2003). The product which includes the physical
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presence of the container comprising design, colour, shape, labelling and other resources used, are called Packaging procedure. To attain marketing goal as well as target consumers requirements, both appealing and efficient apparatuses of packaging should be chosen properly.

Mottoes:
Mottoes are the short expressions to communicate expressively or to influential evidence for the brand (Keller, 2003). The Motto can capture the principle of the brand and can become an main portion of the brand equity (Aaker, 2002) .Mostly Mottoes appear in advertisements to show a major role in packaging and in different promoting activities to build brand equity (Keller, 2003) . The role of Mottoes is to give for brand equity in many ways, such as brand awareness building via the title of brand; e.g.: Have a break, Have a Kit Kat or by creating the durable links between brand or product assemblage; for example: If Youre Not Wearing Dockers, Youre Just Wearing Pants (Keller, 2003).

2.5 Model of fast moving consumer goods

There are two cases which demonstrate that how the concept of branding-product can be familiar sensibly for expansion of effective servicing brands. Accordingly a research-study by Brooks in 1996, the product-brands and the service-brands can be established by an approximately related procedure: clearing the objectives of brand setting; Description of perfect positioning; Collection of suitable standards.
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Based on Brooks findings on study of a company Liverpool Victoria Friendly Society (LVFS), which was established in 1843, currently it has been more than one million exceptional paying members and accomplishes treasuries of round about 3bn. By highest clients more than sixty years old, the company confronted the tension to get the response of younger customers to regenerate its business. Instead, depending upon its extent of past repute, LVFS had taken a chance to develop the economic amenities for the employed class of the company. In this state, LVFS selected a pure scheme for rebranding and relocation the company by following three objectives: Home package in familiar environs; Domestic institution over many age groups; Local associates between agents and clients; Similarity in Profiles between clients and organizations; attending clients according to their requirements in the linguistic they recognize. (Chermetony)

2.6 Brand image and consumer commitment

An endless discussion is going on the perception of customer assurance theory and its range has been clarified by many of the writers and majority of the writers have stated the concept of assurance same as any worker of a business owns friendliness and participation with the association for whom he is working. (Weiwei, (2007), ). The writers mentions the non-stop affection for the worker with the corporation and having the consciousness of resigning cost of the association, furthermore the writers additionally

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confidential assurance as a normative obligation comprising on emotions of compulsion in direction to remain the exact occupation (Meyer and Allen, 1991) The assessments of the writers are occupied in a universal definition of assurance to the degree the staffs of the corporation are related with their association sensitively, additionally the workers are sustained to continue to remain the worker of the same business, affecting on the worker direct their demonstrative feelings, the linking they have with the association, the participations and thoughts of substitutes, expenses, and charges due to inner administrative and outdoor cultural inspirations (Ogba, 2007, p. 84).

2.7 Employee brand commitment and Brand Knowledge

Commitment with the worker to the business has been protected expansively in the literature of administration literature (O Reilly and Chatman, 1986; Meyer and Allen, 1991). Brand commitment has been deliberated as a significant result of the broadcasting of brand awareness and also in the result of managerial efficiency and increase in production (Fiorito et al., 2007, Meyer et al., 1993). Affective dimension describes the sense of identification and contribution with the association. Commitment of worker is willing to employ supplementary struggles to attain the goals of the business allowing for the valuable mannerisms. In the past collected works, employee efforts were referred as commitments, which were measured by job routine and the occurrence with workers ruminate goodbye; these together in turn have focused the employee commitment. (Iverson and Mcleod, 1996; Heffner and Rentsch, 2001) Past research has showed that if worker identifies the association with business to be a confident one, then the employee displayed high level of commitment. (Morgan and Hunt, 1994).

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The definition of worker brand assurance by Kimpakorn and Tocquer (2009) is as, the two extents to which workers recognize and are convoluted with their package brand, are willing to employ additional energies to attain the goals of the brand and are concerned in continuing with the service association. (Prof. Jayesh Patel, January-June, 2011) In recent research, Barrow and Mostley (2005),Sartain, Shuman (2006) and some other authors have examined the functions of a brand which exists in shareholders minds. According to Ambler and Barrow (1996), employer brand can be defined as, officialdoms image can be seen through its real and prospective workforces and should not be jumbled with the brand of consumers. Employer brand is promised to employ involvement and attracted to those workers who accomplished best in its culture (CIPD, 2009) and made a vibrant view to makes a different and desirable business as a manager (Backhaus and Tikoo, 2004). When organizations are observed as attractive employers due to their performance in regard to quality products and services, treatment of the environment, and issues of diversity, it leads them to attainment of competitive advantage (Daniel et al., 1997). In the result, these organizations will become custodians of the brand appearance and turn into real supporters and promoters of the brand. Reviews of past literature identified that, there are four dimensions to define commitment to brand employee, 1. Proprietor brand as employees brand awareness; 2. Consumer brand as supposed by organizations; 3. The brand of employer and its contestants; 4. The brand of employer which was experienced by organizations. (Prof. Jayesh Patel, January-June, 2011)
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When employees consider about the brand of employer, firstly they study the way in which they use the brand in their routine life. Employer brand as experienced by employees When employees consider about the brand of employer, firstly they study the way in which they use the brand in their routine life. Actually, they are influenced mostly by the style of top management, practices of human resource management and cross-functional synchronization between numerous branches. (Dunmore,2003; Mitchell, 2003). Many Researchers had been pointed out that a strong identification with the business would encourage a worker to keep stay with the association (Allen and Meyer, 1990) then it would have a positive impact on employees customer positioning. Even workers supposed the company brand as an honourable brand, worker commitment was estimated to be high (Morsing, 2006). Previous literature has proved that higher the familiarity of workers with the company brand; it would be expected to have high level of brand assurance. (Prof. Jayesh Patel, January-June, 2011) According to Keller (1998), brand knowledge consists of a brand node in the memory with a variety of associations linked to it. The organizations of these brand nodes in ones memory had a significant influence on how brand information is recalled, which ultimately influences an individuals behaviour as well as brand related decisions. (Keller, 2003) Linked the brand awareness to the customer; it is likewise related to the worker. The meaning of brand knowledge is to distribute the brand promise to workers. According to consumers viewpoint, if workers are not getting the information of the brand, they will not capable to perform in the desired manner by the business, nor would they be able to make decisions relating brand.

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Such kind of worker behaviour to the consumptive manners of customers, demonstrates in work associated behaviour is focused around distributing on the brand aptitude. To motivate the students in universities settings specifically in higher education about brand knowledge deals with rational and sentimental mechanisms i.e. the meaning of brand (Palacio et al., 2002). It also comprised the knowledge of customer wants and prospects and worker understanding of their accountability to distribute the brand assurance. (Prof. Jayesh Patel, January-June, 2011)

2.8 Loyalty Intention

The progress of loyalty has been positioned over the time, basically the concentration of loyalty expansion was product related service and with reverence to noticeable goods to the focus on loyalty of brand. Cunningham (1961) has extended the range of brand loyalty by using the same measures with Brand loyalty. The combination of loyalty emphasized on two different approaches of loyalty which are known as behaviour and attitude. Jacoby and Chestnut (1978) presented a theoretical description of brand loyalty as: biased (i.e. non-random); behavioural response according to buying; conveyed over time; by some policymaking component; with respect to more than one brands out of a customary of such brands; A function of psychosomatic (evaluation in decision-making) procedures.

The loyalty of customer is the assurance by the consumer to re-purchase or re-buy package and product from one specific firm or organization in the future thus consumer repeating

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same brand for purchasing Oliver (1997). Brand loyalty can be clarified on the base of the behaviour, attitudinal or compound approach. Loyalty behaviour has been dignified to purchase repeatedly frequency of the customer, while l loyalty attitude mentions to the specified presentation, promise or buying aim of the customer. Jacoby and Chestnut (1978) claimed that the behaviour measures principally symbolize the stationary result of an active assessment process (i.e. exclusively on actual behaviour). So, this methodology unable to recognize the characteristic underlying brand loyalty and also not sufficient to streamline the important factors that conclude how and why brand loyalty should be established or adapted (Jacoby & Chestnut, 1978). The attitude processes are referred to the feelings of consumer toward the brand and definite intention to suggest likelihood to repurchase the product and service (Schiffman & Kanuk, 2004; Jacoby & Chestnut, 1978). Objective of consumer can be dignified by asking consumer about their upcoming goals to repurchase product or service again (Jones & Sasser, 1995). Additionally, Jones and Sasser (1995) recommended that The companies should apprehend the information (i.e. purpose to repurchase the good or service) when they extent level of consummation of buyer to the product and service. The intention of Customer for repurchasing the good or service can be measured at any time by making relationship with customer. Objective of repurchase by the customer is a strong sign of future behaviour. (THAKUR* & SINGH, 5, May 2012,)

2.9 Customer Satisfaction

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The meaning of Satisfaction is to gratify the response of consumer about the provision of service and the product (Oliver 1997). According to Levesque and McDougall (1996) satisfaction is hypothesized as a whole, consumer approach towards the provider of service. Apparently, satisfaction is like a boldness which can be measured by the sum of the satisfactions with the numerous characteristics of the product or service (Churchill and Surprenant, 1982) the definition of the Customer satisfaction may be as a belief before buying and awareness about presentation after consumption. The expectation of hypothesis recommends that customers are fulfilled when the performance of the product is better than expectations is called positive disconfirmation, and the when the consumers are not fulfilled because of poor performance of the product which dissatisfies the customers' anticipations is called negative disconfirmation, and unbiased satisfaction when the performance of product meets the expectations is called zero disconfirmation/verification. A positive disconfirmation is front-runners to consumer satisfaction and a negative disconfirmation hints to consumer dissatisfaction. (THAKUR* & SINGH, 5, May 2012,)

2.10 Factors moving consumer loyalty

There is a direct link between satisfaction and loyalty: satisfied consumers converted into loyal and dissatisfied consumers move into another wholesaler (Heskett et al., 1994). The power of satisfaction on loyalty has been the most popular subject of studies in these days. Numerous studies have publicized to show the existence of a straightforward linking concerning satisfaction and loyalty The main objective of forming American Customer Satisfaction Index (ACSI) in 1984 was to clarify the expansion of customer loyalty. The ACSI model has three antecedents for consumer satisfaction:

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Supposed quality Supposed value Expectation of consumer (Anderson et al., 2000).

In the European Customer Satisfaction Index (ECSI) model supposed quality is allocated into two elements: Hard ware, is comprised of the attributes and quality of the product or service. Human ware, is characterized by the related customer behaviour towards the product/service (Grnholdt et al., 2000). Both models should increase to upturn the customer loyalty. When the satisfaction is little consumers have the choice to exit or prompt their criticisms. Scholars have revealed that 60 to 80% of consumers who blemish to a rival believed that they were satisfied on the analysis just proceeding to their defection (Reichheld et al., 2000). So it is proved that there are some other issues alongside satisfaction that have a certain impact on customer loyalty. On the basis of past literature review, consumers can be recognized by their loyalty in some ways, such as: 1. Faithful or passionately loyal customers these kinds of users are very active to use several types of products and services and announce to consume them in future, they also mention the same to others for using the product or getting the service. 2. Socially loyal consumers these kinds of the consumers are those, who use certain products or services and announce that they will continue to use in future but do not care to recommend to others. 3. Unsure or doubtful consumers these are the consumers who use certain products or services but do not recognize which products they will consume in the future.
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4. Unfaithful reducers these kinds of consumers are those who have decrease or will decrease the percentage of the product or the service in their practice. 5. Leavers those consumers who announce, that they certainly will not use this product or the service in future. (Waheed Akhter, 18 February, 2011) Invalid source specified.

2.11 Conclusion:
From the above mentioned discussions it could be concluded that brand image plays a vital role in the perception of customers towards the brand loyalty, commitment and repurchase of a brand. Many studies have provided evidence that brand image has a positive impact on the brand loyalty of the customer and such studies are by Bian and Moutinho, (2011), Aaker and Keller; Park et al., (1991), Dolich, (1969), Low and Lamb (2000). Many factors have been discussed that contribute to creating a brand image of any corporation such as the quality of product, the quality of services provided, awareness about the brand etc. the brand image of any product or corporation helps the corporation to attract customers and satisfying the existing clients by providing quality product is considered to be easier than attracting new ones. Furthermore, brand image helps the customers to seek the required product in presence of so many other brands. Similarly the brands with good image tend to attract more customers and builds brand loyalty, develops commitment of loyal customers to repurchase the brand.

2.12 Hypothesis of the study:

From the above discussions following hypothesis are developed to test the impact of brand image on customer loyalty, customer satisfaction and customer commitment.

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Ho1: Sensory attributes related to brand image does not tend to have positive impact on consumer loyalty. H1: Sensory attributes related to brand image tends to have positive impact on consumers loyalty. Ho2: Symbolic attributes related to brand image does not tend to have positive impact on consumer loyalty. H2: Symbolic attributes related to brand image brand image tends to have positive impact on consumers Ho3: Utilitarian attributes related to brand image brand image does not tend to have positive impact on consumers H3: Utilitarian attributes related to brand image brand image tends to have positive impact on consumers. Ho4: Economic attributes related to brand image to brand image does not tend to have positive impact on consumers. H4: Economic attributes related to brand image brand image tends to have positive impact on consumers. Ho5: Brand image does not have positive impact on customer satisfaction. H5: Brand image have positive impact on customer satisfaction. Ho6: Brand image does not have positive impact on customer loyalty. H6: Brand image have positive impact on customer loyalty. Ho7: Brand image does not have positive impact on customer commitment.
26

H7: Brand image have positive impact on customer commitment. Ho8: Customer satisfaction does not have positive impact on customer loyalty. H8: Customer satisfaction has positive impact on customer loyalty. Ho9: Customer satisfaction does not have positive impact on customer commitment. H9: Customer satisfaction has positive impact on customer commitment.

CHAPTER 3

3. Research Methodology
A research methodology is a logical approach that could be employed to exercise a wellmatched policy in order to support to the study under research (Saunder et al., 2003). The purpose of current study is to see the impact of brand image of milk packaging on the consumer loyalty, assurance and repurchases behaviour in order to examine the theoretical model developed in the course of studies discussed in the of literature review. Furthermore for the current study logical approach will be employed as this approach is adequate to observe the requirements of the study. The empirical approach tributes the self-administered questionnaire to investigate the relationship amongst the four major variables which are brand image, brand loyalty, assurance and repurchase behaviour of consumer. The qualitative method of research is applied because this would enable the study to come out with a detail examination involving complex issues concerning to branding a purpose, by focusing with few respondents in order to acquire a detail response from respondents and also to allow them to freely express their feelings and perception about the subject matter.

27

3.1 Strategies and Procedure of the Research:

The data was collected through an online survey methodology in order to test the theoretical model for the existing study. For this purpose the technique of questionnaire was developed which was uploaded on a legal URL which is selected by well-known research corporation the survey monkey. The link of the survey was sent to the selected respondents for the requirement of survey from the university email and face book was allowed in order to get the response from the customers about the impact of packaged milk brand image on the customer loyalty, assurance and customer satisfaction. But the purpose of the study was told to the respondents and they were guaranteed that the shared information would be kept confidential and anonymous.

3.2 Methods of Research:

The most broadly methods assumed to investigate a research include of quantitative research and qualitative research. Both of these methods posses unique characteristics but at the same time contain certain experts and shafts which differentiate the two methods in respect of scope and degree of suitability. Conversely on the basis of nature and degree of suitability for the current study quantitative method of research is assumed in order to yield more precise and exact results.

3.2.1 Quantitative Research:

According to shah and Corley ((2006) quantitative research could be defined as: Statistical analysis is used for quantitative study to order its sample results to yield forecasts of the upcoming behaviour of a related sample group. Quantitative research is assumed by means of forming a hypothesis, collecting data, which is then ordered and analysed. Finally

28

the conclusion will recognize whether the initial hypothesis is supported by the evidence (data) (Shah and Corley, 2006). In order to carry out quantitative research a self-administered questionnaire survey will be directed in order to collect data to test the projected hypothesis.

3.3 Procedure of Data Collection:

For the existing study in order to collect data both primary and secondary sources were employed to get better indulgent of the research under study and to gain inclusive results.

3.3.1 Primary Research:

According to McDaniel and gates (2003) in primary research data is in raw form means which has to be composed according to the research directed and the data could be collected by the way of surveys, interviews, questionnaires, observations and focus groups (McDaniel and gates 2003). To test the hypothesis the primary data for the existing study, data was collected by selfadministered questionnaires and in order to make the study more comprehensible and elaborative primary data provided the balanced in collecting the secondary data for the study.

3.3.2 Secondary Research:

Secondary data is comprised of that data which is presented in the publishing form, furthermore according to Wallace (2009) secondary data is an ordered piece of search to answer the queries, provide empirical as well logical evidence for the applied theories and provide better understanding of the research topic. For the existing study literature review instigated from the widespread secondary sources such as articles journals, newspaper and

29

the information was mainly collected from the secondary resources provided by foremost academic databases such as EBSCO, MINTEL, and EMARLD, JSTOR etc.

3.4 Scheming of Questionnaire:

As the existing study is supplemented by the way of carrying out questionnaire technique so the questionnaire has to ensure every aspect of the study and different questions were prepared on each variable such as brand image customer loyalty, customer satisfaction and customer commitment. Furthermore different questions were established on the structure of brand image in order to provide inclusive and exact results. For further carefulness and accuracy of results closed ended questions were established as the contributors find a close ended questionnaire easy to fill rather than to answer an open ended question. Likewise results of close ended questionnaire rise to be more exact and exact as they are dignified against a specific scale rather than open answers (McDaniel and Gates, 1997).

3.5 Sample:
The model for the current study is comprised of the consumers of packaged milk brand Dairy Crest. The method of non- random or non-probability sampling is adopted. According to Trochim (2008), Non-random is a secondary kind of sampling which is designed at making obvious choices on self-judgment basis about what should be added to the sample accurately. Other reason of adopting non random sampling was the time constraint and inadequate resources as non-random sampling is suitable to employ (Saunders et. al 2007).

3.6 Features of Respondents:

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The contributors who were involved in the survey were mostly from the age group of 16 to 25, 26 to 35, 36 to 45, and 46 to 55 and above. The contributors encompassed of students of high school, few were from bachelors level, few university graduates and few were from post graduate level. Furthermore the sample contained of both female and male respondents. The purpose of selecting such sample was to get different views of people from all age groups, different levels of students (Creswell, 2003).

3.7 Size:
The sample size for the existing study was set at 100. And this was comprised of 100 surveys forms which were occupied by both male and female respondents online. This sample size was selected for the reason of round statistics more for the reason as a large sample size is good for computing more comprehensive results. The sample size of 100 was additional handled appropriately and was understood easily as well (Flyvjberg, 2006),

3.8 Preparation of Data:

For the purpose of saving time and tiresomeness later on the questionnaires were accurately evaluated once filled by the respondents. It was on-going task during collection of the data. This greatly helped the researcher in broadcasting of questionnaires and this way the uncertain and incomplete questionnaire were not measured. Conversely more questionnaires were filled to reach the sample size (Sekaran, 2004).

3.9 Data Coding and Feeding:

After collecting the survey forms all the answers from the questionnaire were fed into computer software SPSS (Statistical Package for Social Sciences), the most commonly used software for directing quantitative research. The options were implied from 1 to 5 on the liker

31

scale. 5 for strongly agree and 1 for strongly disagree and ANOVA and correlation analysis were employed for the valuation of association or differences of variables.

3.10 Moral Considerations:

The respondents were told earlier about the purpose of the survey and informed about the research study. Furthermore they were also told that the purpose of the survey is academic. Additionally the names of the respondents were kept confidential. Volunteer participants from the respondents were originated. Those respondents who wanted the copy of the study were demanded to provide their email addresses to send the copy of the study to them on accomplishment (Shah and Corley, 2006).

3.11 Trustworthiness and Rationality

This research scale items were designed as an intermission rating five-point Likert scale to be replied to on a measure of one to five to designate the degree of participants agreement or disagreement with a given declaration, where five denotes strongly agree, four denotes agree, three denotes neutral, two disagree, one strongly disagree. The purpose of this enhanced method is to suggest the respondents with more choice and assistance their moods toward the brand of their choice and provide room for the assessment of the scales validity and consistency.

Chapter 4

4. Findings and analysis:

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The purpose of this chapter is to extant the findings and analysis of the data collected on the basis of questionnaire. The first segment of this chapter will present the socio demographic analysis of the sample features which are prepared on gender, age, education, how much consumers care about using packaged milk Dairy Crest brand, the period for which the consumers have been using packaged milk Dairy Crest brand and the elements which influenced them to purchase packaged milk Dairy Crest brand. For the second stage of this chapter the option of SPSS compute was employed to get the resources of all the dimensional scale of brand image such as Physical, Figurative, Functional and Financial. In the next stage linear regression model and for presenting the statistical model, correlation was run on the SPSS software, furthermore to test the hypothesis ANOVA, t-statistics and regression coefficients on the variables of the research developed from literature.

4.1Socio-demographic Analysis:
The table 1 showing the gender table which is showing that the female respondents were more than as compare to male respondents. An aggregate of 61 respondents were female and 39 were male respondents.

4.2 Correlations:
Berenson et al., (2009) stated that coefficient of correlations r is employed to measure the comparative strength between the two numeric variables. For the current study the four hypotheses of brand image that are Physical, Figurative, Functional and financial have been linked hypothetically with the brand image. Concerning the hypothetical studies, the relationship among the brand image and its four variables (the table 7 shows), there exists a positive correlation among the brand image and Physical, Figurative, Functional and Financial. Between the four variables the most significant variable having strong correlation with Brand image is the financial construct that is 0.715. The result of the correlation shows
33

positive relation between the Physical construct and brand image, as this variable is linked positively with brand image to having positive impact on consumers of packaged milk Dairy Crest brand. However other hypotheses also tend to have positive correlation with Brand image for instance, Figurative is correlated with brand image at 0.629, and Functional is correlated at 0.688 and Physical at 0.516. On the other hand, remaining three variables such as Consumer satisfaction, Consumer loyalty and Consumer commitment also tend have positive correlation with brand image. The table 7 is showing the correlations of all variables with brand image. Amongst these three variables the satisfaction of Consumer shows a strong relation with brand image which is 0.603 where as Consumer loyalty inclines to have feeble but positive association with brand image and is positive statistically at .400. Whereas the commitment of consumer is associated positively with brand image is .432. From the analysis it could be seen that the variable Financial tends to have the strongest correlation with the brand image, i.e. .715 more close to 1, Functional have more strong relation than Physical and Figurative at .688. The findings gained through correlation statistical analysis provide empirical evidence to the significance of the hypothetical conceptual model. However the correlation results reveal that all the variables tend to have a positive association with the brand image. The analysis of linear correlation of the study supports the hypothesis of the study strongly.

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35

The table 2 represents the results for age, the respondents who belongs to different age groups were such as, conversely 28 respondents belonged to the age group of 16 to 24, 27 belonged to age group of 25 to 34, 23 respondents belonged to 35 to 44 age group, 9 respondents were from 45 to 54 age group and 13 respondents belonged to the age group of beyond 55 years of age.
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37

The results presented in table 3 are showing for education of the respondents, according to the results majority of the respondents (35%) are high school students, 34 respondents are college graduate, 16 respondents are university graduate and 15 respondents are the students of post graduate. However majority of the respondents accomplished high school and graduate level which is a solid indicator that majority of the consumers of packaged milk Dairy Crest brand are educated people.

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The following table is showing the responses of consumers concerning how much they care to use the packaged milk Dairy Crest brand. The result reveals that the majority of the consumers about 57 percent strongly care about using packaged milk Dairy Crest brand, 28 percent respondents somewhat care about using the specific brand, 10 percent of the respondent does not care much about using packaged milk Dairy Crest bands and 5 percent of respondents never care about using packaged milk Dairy Crest brand or any other.

39

However majority of the respondent i.e. 57 percent strongly care to use packaged milk Dairy Crest brand which is a strong indicator for the current study.

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The table 5 is nearby the period the consumers have been using packaged milk Dairy Crest brand. The results revealed that about 13 respondents have used packaged milk Dairy Crest brand for less than 1 month, 15 have used packaged milk Dairy Crest brand for 1 to 6 months period, 14 respondents have used packaged milk Dairy Crest brand for a period of 6 to 1 year, 24 consumers have used it for 1 to 3 years and 34 consumers have used packaged milk Dairy Crest brand for over 3 years which is a strong sign for the study.

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The table 6 exposes the results for the question about the features which affect the consumers to purchase packaged milk Dairy Crest brand products. The results revealed that 29 out of 100 respondents selected the price factor for purchasing the packaged milk Dairy Crest brand products, 44 respondents selected brand image as the reason for purchasing packaged milk Dairy Crest brand products and 27 respondents selected quality of product factor as their reason of purchasing packaged milk Dairy Crest products. The demographic result shows that mostly respondents are motivated towards purchasing and using packaged milk Dairy Crest brand because of its brand image, quality of products and purchasing and using of packaged milk Dairy Crest brand is more evident in youngsters ranging from age of 16 to 15 and majority of the consumers are using packaged milk Dairy Crest brand for more than 3 years.

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4.3 Regression Models: Hypothesis Testing:

Using the technique of questionnaires, the empirical data is collected to be examined by using ANOVA, t-test and linear regression model in order to show the results of the study and in order to display the association that exist between different variables.

4.3.1 Hypothesis Testing: H1-H4:

The first four hypothesis related to the brand image that are Physical, Figurative, Functional and Financial has positive impact on the Consumer loyalty and are maintained by the ANOVA test. The table 8.2 shows the significance value is p equal to 0.000 which is < 0.0001 and the F statistics value is 17.037 which fall in the acceptance region of the critical
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region. The value of R square delivered in the table 8.1 of model summary is .148 at 98 degree of freedom which shows convinced descriptive power. Additional it represents 14.8 percent of the variation of variable i.e. Consumer loyalty can be significantly caused by independent variable i.e. Physical. There exists a significant relationship between the two variables taken, if the value of p is less than .05 at 95 percent interval level. In the same way the value for t-statistic at 95 percent and 99 percent at 98 degree of freedom should be greater than 1.96 and 2.58 value of coefficient beta () consents the hypothesis. In case of hypothesis 1 the regression result reveals that the standardized coefficient of beta () is .385 and tstatistics is 4.128 and p value is 0.000 which infers that that the hypotheses of brand image (Physical, Figurative, Functional and Financial) does have a positive impact on Consumer loyalty. Furthermore it exposes 38 percent of variation in Consumer loyalty is caused by the Physical characteristics of brand image.

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46

In case of hypothesis 2 the regression result shows that the standardised coefficient of beta () is .313 and tstatistics is 3.257 and p value is 0.002 which infers that that the attribute Figurative of brand image have a positive impact on Consumer loyalty.

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However taking hypothesis 3 the regression result shows that the standardised coefficient of beta () is .164 and tstatistics is 1.643 and p value is .104 which infers that that the attribute Functional of brand image does not have a positive impact on Consumer loyalty and does not accepts the alternate hypothesis.

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49

However supposing hypothesis 4 the regression result shows that the standardized coefficient of beta () is .155 and tstatistics is 1.548 and p value is .125 which infers that that the financial characteristic of brand image also does not have a positive impact on Consumer loyalty and does not accepts the alternate hypothesis.

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4.3.2 Hypothesis Testing: H5:

To see the impact of brand image on Consumer loyalty, the next hypothesis of the study is concerned and the hypothesis is supported by the ANOVA test model. The table 12.2 shows the significance value p is equal to 0.000 which is < 0.0001; furthermore the F-statistics value is equal to 18.692 which fall in the acceptance category of the critical region. Furthermore the summary table reveals that the R square value is equal to .160 at 98 degrees of freedom which shows the model possesses explanatory power. The R square further indicates that 16 percent of the distinction of the dependent variable which is Consumer loyalty can be significantly be described by the brand image which is the independent variable. Furthermore the table for regression coefficients provides the values for standardized coefficient beta () equal to .400; the value of t is equal to 4.323 and p value equal to 0.000
51

which shows that the hypothesis, Brand image have certain positive impact on Consumer loyalty. Further he results also tend to conclude that 40 percent of the variation in Consumer loyalty is caused by the brand image. Hence this accepts the alternate hypothesis that the higher the impact of brand image of packaged milk Dairy Crest Corporation is on consumers the higher will be the Consumer loyalty.

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4.3.3 Hypothesis Testing: H6:

The hypothesis 6 of the study is regarding the impact of brand image on Consumer satisfaction and this hypothesis is also supported by the ANOVA test model. The table 13.2 shows the significance value p is equal to 0.000 which is < 0.0001; furthermore the Fstatistics value is equal to 55.890 which fall in the acceptance vicinity of the critical region. Additionally the summary table reveals that the R square value is equal to .363 at 98 degrees of freedom which shows the model possesses explanatory power. This further indicates that 36.3 percent of the variation of the dependent variable which is Consumer satisfaction can be considerably be explained by the brand image which is the independent variable. Further the table for regression coefficients provides the values for standardized coefficient beta () equal

53

to .603; the value of t is equal to 7.476 and p value equal to 0.000 which shows that the hypothesis, Brand image have positive impact on Consumer satisfaction. Further he results also tend to conclude that 60.3 percent of the variation in Consumer satisfaction is caused by the brand image. Hence this accepts the alternate hypothesis that the higher the impact of brand image of packaged milk Dairy Crest Corporation is on consumers the higher will be the Consumer satisfaction.

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4.3.4 Hypothesis Testing: H7:

The result of the hypothesis 7 which is concerning the impact of brand image on Consumer commitment is also supported by the ANOVA test model. The table 14.2 shows that the significance value p is equal to 0.000 which is < 0.0001; furthermore the F-statistics value is equal to 22.479 which fall in the acceptance vicinity of the critical region. Additionally the summary table reveals that the R square value is equal to .187 at 98 degrees of freedom which shows the model owns explanatory power. This further indicates that 18.7 percent of the variation of the dependent variable Consumer commitment can be considerably be explained by the brand image the independent variable. Further the table for regression coefficients provides the values for standardized coefficient beta () equal to .432; the value of t is equal to 4.741 and p value equal to 0.000 which shows that the hypothesis, Brand image have positive impact on Consumer commitment. Further the results also tend to conclude that 43.2 percent of the variation in Consumer commitment is caused by the brand image. Hence this concludes that the higher the impact of brand image of packaged milk Dairy Crest brands is on consumers the higher will be the Consumer commitment.

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4.3.5 Hypothesis Testing: H8:

The hypothesis 8 is developed to measure the impact of Consumer satisfaction on the Consumer loyalty. The results of the hypothesis are not supported by the ANOVA test model. The table 15.2 shows that the significance value p is equal to .463; furthermore the Fstatistics value is equal to .544 which falls in the acceptance vicinity of the critical region. Additionally the summary table reveals that the R square value is equal to .006 at 98 degrees of freedom which shows 6 percent of the variation of the dependent variable Consumer satisfaction can be considerably be explained by the Consumer loyalty. Further the table for regression coefficients provides the values for standardized coefficient beta () equal to .074; the value of t is equal to .737and p value equal to .463 which shows that the hypothesis, Consumer satisfaction does not have positive impact on Consumer loyalty. Hence this rejects the alternate hypothesis that Consumer satisfaction has positive impact on Consumer loyalty and accepts the null hypothesis.

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4.3.6Hypothesis Testing: H9:

In order to measure the impact of Consumer satisfaction on Consumer commitment, this hypothesis was developed and the results are supported by the ANOVA test model. The table 16.2 shows that the significance value p is equal to 0.000 which is < 0.0001; furthermore the F-statistics value is equal to 13.271 which fall in the acceptance vicinity of the critical region. Additionally the summary table reveals that the R square value is equal to .119 at 98 degrees of freedom which shows the model own explanatory power. This further indicates that 11.9 percent of the variation of the dependent variable Consumer satisfaction can be considerably be explained by the Consumer commitment. Further the table for regression coefficients provides the values for standardized coefficient beta () equal to .345; the value of t is equal to 3.643 and p value equal to 0.000 which shows that the hypothesis, Consumer satisfaction have some positive impact on Consumer commitment. Further the results also tend to conclude that 34 percent of the variation in Consumer commitment is caused by the Consumer satisfaction. Hence this concludes that the higher the impact of Consumer satisfaction of packaged milk Dairy Crest brands is on consumers the higher will be the Consumer commitment and this accepts our alternate hypothesis. Table no. 16

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Variables Entered/Removed (b) Mode Variables l 1 Entered Consumer _satisfacti . on_mean( a) a. All requested variables entered. Enter Variables Removed Method

b. Dependent Variable: Consumer_commitment_mean

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Chapter 5

Conclusions, Implications, Limitations and Future Research Directions:

This chapter is deliberate to accomplish the study, in the first part of this study; the results will be discussed in the light of literature review. Further implications of management are given for the mangers of the same industry to follow the practical approach resulting from the study, for the purpose to run their industry more successfully. Additionally the limitations of
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the study have been put together which the researcher faced due to short time and limited resources during the course of research. Furthermore some beneficial future commendations have been given in order to continue the future work. In order to check the impact of brand image of packaged milk Dairy Crest brand on Consumer satisfaction, Consumer loyalty and Consumer commitment nine hypotheses were developed along with the conceptual frame work. The data for research was collected by using the technique of questionnaire and the answers of the questionnaires were fed in SPSS and results were produced. In order to test the impact of brand image four major hypotheses of brand image were developed to check the impact on consumers. The hypotheses are Physical, Figurative, Functional and Financial. From the findings it was found that the brand image tends to have positive impact on Consumer satisfaction, Consumer loyalty and Consumer commitment. However the relation between brand image and Consumer satisfaction is the strongest. In the first four hypothesis of the study regression was run on the attributes of brand image and Consumer loyalty. It was found that the first two hypotheses that are Physical and Figurative tend to have a positive impact on the Consumer loyalty while the other two hypotheses that are Functional and Financial does not have a positive influence on Consumer loyalty which accepts the null hypothesis. The results of hypothesis 1 and hypothesis 2 are consistent with the previous findings of Iversen and Hem (2008) as they say brand image shows the personal symbolism the consumers attach with their favoured brand including all the information and information related to that brand in the same way, Hsieh and Li (2008) says when consumers have a clear and positive image of the brand, the brand image tends to have a stronger effect as compare to those of the competitors. However the finding of hypothesis 3 and 4 of the current study face most of the findings of previous studies as researchers in previous study say a favourable image of an administrations brand tends to
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create a positive impact on the consumers behaviour concerning enhancing the brand loyalty, towards commanding the price premiums of the brand products and furthermore towards the words of mouth about the brand and organization to (Martenson, 2007). But from the findings of current study the attributes Functional and Financial did not tend to produce positive results on Consumer loyalty. The hypothesis 5 of the current study tests the impact of brand image on the Consumer loyalty as a whole. The regression result reveal that when means of all the attributes of brand image were regressed with the mean of brand loyalty the outcome was a positive impact of brand image on Consumer loyalty. As opposite to the individual inspiration attributes of brand image collective attributes tend to give a positive relation between brand image and Consumer loyalty. The hypothesis could be supported from the previous studies as Faircloth et al., states that brand image is an important factor affecting the behaviour of the consumers and affects the purchasing behaviours, loyalty and commitment of consumers towards the brand. It is found that the more positive the brand image of any organization the more the consumers are loyal and committed and the more the consumers pay to purchase the products of such organizations (Faircloth etal., (2001). However the hypothesis 6 of the study reveals positive relation between brand image and Consumer satisfaction and also rejects the null hypothesis. This hypothesis reveals the same results as by the study of Sondoh Jr.et al (2007). They in their study present the view that the satisfaction level of the consumers reflects the likeness and affection towards the product of a brand. In the same way Oliver (1999) said that consumers tend to develop a positive attitude towards a brand at an effecting stage or they show their fondness towards a brand as a result of satisfaction after using the brand several times. Thus the findings of hypothesis 5 of the current study are coherent with the previous studies.

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The hypothesis 7 of the study is developed to check the impact the impact of brand image on Consumer assurance. Many researchers conducted in past has supported the hypothesis for instance the research studies by Moorman et al., (1992), Ogba, (2007), Lok et al., (2005), Aaker (1991), Meyer and Allen, (1991) and (Lacey (2007) all supported the relation of brand image and Consumer promise and they all are of the view that brand image shows a vital role in holding consumers the more strong image the consumers will have of any brand the more committed would be the consumers. Similarly Aaker (1991) says a brand with strong image tends to have a larger number of consumers that are committed to the corporation and these consumers tend to create a long lasting relationship with the brand. Similarly Moorman et al., (1992) says consumers want to have a maintained relationship with the corporation directly or indirectly through their commitment with the brand of the corporation and this produces a positive effect on result the business. In the next two hypothesis the impact of Consumer satisfaction was tested on Consumer loyalty and Consumer commitment in order to know whether a satisfied Consumer could be committed or loyal to the brand or not. The hypothesis 8 test result shows that for the current study the hypothesis has been rejected which shows that there exists a negative relation between Consumer satisfaction and Consumer loyalty. Whereas the hypothesis 9 has been accepted and shows that there exists a positive relation between Consumer satisfaction and Consumer commitment.

Suggestions for Management:

The results of this study show the significant role of Dairy Crest Group milk brand in building strong consumer-based brand equity; administrators could relate these findings to their brand equity building policies.

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Because of progression in technology and hard competition in the markets, it is necessary for the corporations to make their product better than their competitors in quality, availability, and marketing, affordability in order to attract consumers and in profit retain the consumers. In order to recollect the consumers the companies need to focus on the satisfaction level of the consumers as it has been found out in the current study that a more fulfilled consumer will become the loyal and committed Consumer. So for this the managers and owners should adopt smart policies in order to attract and retain consumers. The administrators need to know that only satisfaction is not the only factor that can attract and recall consumers. There is also the need for mangers to assume good marketing strategies along with good quality of the product. As consciousness of product among consumers will bring in new consumers and the satisfaction the consumers will get from the product will ultimately make them the loyal consumers of the corporation. In addition to this as the analysis and discussion part of the study reveals that there is a negative relation between impacts of satisfaction on the Consumer commitment of the packaged milk Dairy Crest brand, which shows that the demands of Consumer which they have from the packaged milk Dairy Crest brand have not been fulfilled. As Consumer commitment is said to be focused as a result of predictable outcomes from any product, including outcomes from purchasing of a product, psychological character of identifying with brand, etc. Therefore the new managers should focus on the psychological needs of the consumers in order to have positive impact on them in order to retain them. The psychological needs of the consumers could involve the way the corporation deals with the consumers, the way the corporation presents it product so the mangers of the packaged milk Dairy Crest Corporation should have a courteous Consumer services staff. Furthermore from the discussions and analysis presented above it was found that Functional and Financial attributes of brand image did not yield positive results in terms of Consumer loyalty, and the mangers need to focus their attention on this and should consider other option

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which can facilitate the consumers apart from reliability, durable and easy to use features as the consumers demand highly sophisticated products with enhanced functionality and features. Furthermore the managers should also enhance their financial features as consumers also showed negative response in the current study. Following and focusing more on the aforementioned implications will help the organizations to attract more consumers, satisfy their needs with their products and build long lasting relation with the consumers.

Limitations and Future Research Directions:

The current study is also not free from limitations. As the major limitation faced in this study was in terms of generalization, as the current study was conducted in UK, therefore the people here may have different culture, norms, habits choices and preferences from those living in any other part of the world. As these factors are greatly affecting the attitudes and preferences of people. Further the time and cost were the biggest limitations in the current study. Furthermore the technique of data collection by the way of online survey may not real population and this may affect the simplification of the study. Further this study has a possibility for future research as the current was directed by taking the quantitative research exclusively in future a study with qualitative research could also be directed as through interviews one can have a better belief of consumers regarding brand image.

Bibliography
Dairy Crest Group Plc Annual Report 2012. (2012). Uk. Aaker. (2002). Building Strong Brand.

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Aaker, D. (N.D.). Managing Brand Equity: Capitalizing On The Value Of A Brand Name. 1991. Chermetony, M. M. (N.D.). Corporate Marketing And Service Brands:. Eshun Richard, A. K. (June, 2012). The Impact Of Brand Loyalty Within The Fast Moving Consumer Goods (Fmcg) In Ghana. Hansen, T. (2013). Http://www.Ukessays.Com/. Http://Hotelexecutive.Com/Author/14/Matthew-Rosenberger. (N.D.). Http://Hotelexecutive.Com/Click/Ad.Php?Cid=Cornellbigoct201. Keller. (2003). Branding And Brand Equity: Growing And Sustaining Brand Equity. Laurens M. Sloot A, . P. (2005). The Impact Of Brand Equity And The Hedonic Level Of Products On Consumer Stock-Out Reactions. Journal Of Retailing 81 (1, 2005) 1534. Osman*, M. S. (Spring 2011). A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan. South Asian Journal Of Management Sciences. Prof. Jayesh Patel, P. D. (January-June, 2011). Measuring Employees Brand Commitment In Universities Settings:An Empirical Study In India. Gfjmr Vol. 2. Sawant, M. R. (Nov. - Dec. 2012). Impact Of Advertising On Brand Awareness And Consumer, 8. Thakur*, S., & Singh, D. A. (5, May 2012,). Brand Image, Customer Satisfaction And Loyalty Intention: A Study In The Context Of Cosmetic Product Among The People Of Central India. Excel International Journal Of Multidisciplinary Management Studies,Vol.2 Issue 5, May 2012, Issn 2249 8834. Waheed Akhter, A. S. (18 February, 2011). Factors Affecting Customer Loyalty In Pakistan. African Journal Of Business Management Vol. 5(4), Pp. 1167-1174,.

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Weiwei, T. ((2007), ). Impact Of Corporate Image And Corporate Reputation On Customer Loyalty: A Review, Management Science And Engineering, 11(2).

Appendix

Impact of Brand Awareness on Consumers Loyalty Questionnaire

Sample / Example questionnaire/ market research / questions

1. What is your gender? o o Male Female

2. What is your age? _____________ Year.

3. What are the data of your zip code? _______________

4. Do you know brand Dairy Crest milk?

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o o

Yes No

5. Do you like anoher brand ? o o Yes No

If you answered yes at question 5, the questionnaire ends here. Thank you for your cooperation.

The following questions are all about brand Dairy Crest milk. Can you please give your opinion about the following theses?

6. I can mention a couple of features of brand Dairy Crest milk. o o o o o totally agree agree neutral disagree totally disagree

7. I think I know brand Dairy Crest milk well. o o o o o totally agree agree neutral disagree totally disagree

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8. Brand Dairy Crest milk is obvious different than others o o o o o totally agree agree neutral disagree totally disagree

9. I consider myself as loyal to brand A. o o o o o totally agree agree neutral disagree totally disagree

10. My first choice is Brand Dairy Crest milk o o Yes No

If no, what is your first choice for this type of product? Answer:.

11. I buy brand A, if brand Dairy Crest milk is available. o o o o o totally agree agree neutral disagree totally disagree

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12. I appreciate brand Dairy Crest milk. o o o o o totally agree agree neutral disagree totally disagree

13. Brand Dairy Crest milk stands for good quality. o o o o o totally agree agree neutral disagree totally disagree

14. I can rely on brand A. o o o o o totally agree agree neutral disagree totally disagree

15. When I think of brand Dairy Crest milk, I think o o o o totally agree agree neutral disagree

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totally disagree

16. Brand Dairy Crest milk has an old fashioned look. o o o o o totally agree agree neutral disagree totally disagree

17. I think theof brand Dairy Crest milk is tough. o o o o o totally agree agree neutral disagree totally disagree

18. Brand Dairy Crest milk is less original. o o o o o totally agree agree neutral disagree totally disagree

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19. It becomes . brand Dairy Crest milk. o o o o o totally agree agree neutral disagree totally disagree

20. Brand Dairy Crest milk gets my ... o o o o o totally agree agree neutral disagree totally disagree

21. Buyers of brand Dairy Crest milk are real. o o o o o totally agree agree neutral disagree totally disagree

22. I am interested in brand Dairy Crest milk. o o o o totally agree agree neutral disagree

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totally disagree

23. I can talk a lot about brand Dairy Crest milk. o o o o o totally agree agree neutral disagree totally disagree

24. I think the use of a product like brand Dairy Crest milk is very important. o o o o o totally agree agree neutral disagree totally disagree

25. I use Dairy Crest milk brand daily. o o o o o totally agree agree neutral disagree totally disagree

26. I use brand Dairy Crest milk mostly. o o o At work At home In the car

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Different, that is

27. On average I use brand Dairy Crest milk about..per.

28. The name fits brand Dairy Crest milk. o o o o o totally agree agree neutral disagree totally disagree

29. I agree with the decision to change the name. o o o o o totally agree agree neutral disagree totally disagree

30. Space for rebrands

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