The theory of reasoned action as applied to brand loyalty

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dc.contributor.advisorDu Toit, J. B.en_ZA
dc.contributor.advisorTheron, C. C.en_ZA
dc.contributor.authorRuttenberg, Allanen_ZA
dc.contributor.otherStellenbosch University. Faculty of Economic ​​​and Managemen​t Sciences​. Dept. of Industrial Psychology.en_ZA
dc.date.accessioned2012-08-27T11:36:48Zen_ZA
dc.date.available2012-08-27T11:36:48Zen_ZA
dc.date.issued1995-12en_ZA
dc.descriptionThesis (MCom)--Stellenbosch University, 1995.en_ZA
dc.description.abstractENGLISH ABSTRACT: Brand loyalty or brand insistence is the ultimate goal of marketers who wish to attempt to carve out a market share of customers who will use only their particular branded item. In order to achieve this. goal, many models have been formulated and discussed as an aid in predicting a consumer' s brand loyalty. The models investigated and discussed were not able to satisfactorily explain and predict brand loyalty. The complexity of brand choice behaviour has been the main reason for the development of so many models, each trying to solve specific problems that vary between product categories and buying situations. Owing to the shortfalls of the various brand loyalty models available to predict consumer brand loyalty, the Fishbein behavioural intention model was used. The central focus of this thesis is whether the Fishbein behavioural intention model can be used to predict a consumer' s behavioural or buying intention, and from this, his potential for brand loyalty. In this regard, the Fishbein behavioural intention model has a high predictive validity, in that it is possible to predict behavioural intention with a high degree of accuracy from a linear combination of the attitudinal and social norm components of the model. The target population was defined and listed as consumers belonging to the Cape Buy Aid Society. A random sample was then selected from this sampling frame. A non-random sample of consumers was used to select the eight margarines. By means of a questionnaire the various constructs, e.g. brand loyalty and buying intention, were operationalised. A covering letter was posted with each questionnaire, guaranteeing privacy and confidentiality. Fishbein behavioural intention model was fitted to the data by means of a multiple regression analysis after computing the attitude and social norm components of the model. The SPSS programme was used for the multiple regression analysis, correlation analysis, as well as the T-test. Mixed evidence regarding the validity of the research hypothesis was obtained. In the cases of Ole, Floro and Rama, the consumer's behavioural intention is significantly influenced by the attitude component of the Fishbein behavioural intention model. In all of the eight margarines, the consumer' s behavioural intention was significantly influenced by the social norm component, as derived from the Fishbein behavioural intention model. The relationship between the predicted and actual buying, or behavioral intention, appears to be moderately strong, except in the case of Ole margarine. The operational measure of brand loyalty, based upon the pattern of repeat purchase behaviour correlated significantly with the Fishbein behavioural intention differential, thus enabling the prediction of brand loyalty from the Fishbein behavioural intention. In conclusion, the study appears to provide limited support for the notion that brand loyalty can be predicted from the Fishbein behavioural intention model, via the motivational force differential. The research also incorporates various recommendations for further research into brand loyalty. en_ZA
dc.description.abstractAFRIKAANSE OPSOMMING: Handelsmerkgetrouheid is die uiteindelike oogmerk van bemarkers wat daarna streef om ' n markaandeel van verbruikers te ontwikkel wat uitsluitlik hul spesifieke handelsmerk gebruik. ' n Verskeidenheid model le in terme waarvan verbruikers se handelsmerkgetrouheid verklaar kan word is reeds voorgestel ten einde hierdie oogmerk te verwesenlik. Die modelle wat vir die doel van hierdie studie ondersoek is kon egter nie werklik bevredigend handelsmerkgetrouheid verklaar en voorspel nie. Die komplekse dinamika onderliggend aan die keuse van 'n handelsmerk is waarskynlik die hoofrede vir die groot verskeidenheid verklarende handelsmerkgetrouheidmodelle. Vanwee die tekortkominge in die bestaande handelsmerkgetrouheidmodelle is die Fishbein gedragsvoorneme model ondersoek as 'n moontlike verklaring van handelsmerkgetrouheid. Die sentrale tema van hierdie tesis is gevolglik of die Fishbein gedragsvoorneme model gebruik kan word om verbruikers se koopvoorneme ten opsigte van verskillende handelsmerke in ' n spesif ieke produkkategorie te voorspel, en voortvloeiend daaruit, sy waarskynlike handelsmerkgetrouheid. Die Fishbein model as 'n linieere kombinasie van houding- en sosiale normkomponente, toon bevredigende voorspellingsgeldigheid vir gedragsvoorneme as kriterium. Die teikenpopulasie is gedefinieer as verbruikers wat aan die Kaapse Koophulpvereniging behoort. 'n Waarskynlikheidsteekproef is vanuit hierdie steekproefraamwerk geselekteer. ' n Nie-waarskynlikheidsteekproef van verbruikers is gebruik om die verskillende margarien handelsmerke te selekteer. Die sentrale konstrukte is deur middle geoperasionaliseer. Elke vraelys is deur vergesel. van 'n vraelys ' n dekkingsbrief. Die Fishbein gedragsvoorneme model is op die vraelysdata gepas deur middel van 'n meervoudige regressieontleding nadat die houding- en sosiale normkomponente van die model bereken is. Die SPSS-program is vir alle ontledings gebruik. Gemengde resultate is ten opsigte van die geldigheid van die navorsingshipotese gevind. Verbruikers se gedragsvoorneme is beduidend deur die houdingkomponent van die Fishbeinmodel beinvloed slegs in die geval van Ole, Floro en Rama. Daarenteen is verbruikers se gedragsvoorneme ten opsigte van die aankoop van al agt inaggenome handelsmerke beduidend deur die sosiale normkomponent van die Fishbeinmodel beinvloed. Die verband tussen voorspelde en werklike/gemete gedragsvoorneme blyk matig sterk te wees behalwe in die geval van Ole. 'n Statisties beduidende verband is gevind tussen die operasionele definisie van handelsmerkgetrouheid gebaseer op die patroon van heraankope en die Fishbein gedragsvoorneme differensiaal. Hierdie operasionele interpretasie van handelsmerkgetrouheid kon dus uit die Fishbeinmodel voorspel word. Die studie bied beperkte steun vir die hipotese dat handelsmerkgetrouheid in terme van die Fishbein gedragsvoorneme model verklaar kan word via die konsep van motiverende krag differensiaal. af_ZA
dc.description.versionMastersen_ZA
dc.format.extent188 pages : illustrations.en_ZA
dc.identifier.urihttp://hdl.handle.net/10019.1/54920en_ZA
dc.language.isoen_ZAen_ZA
dc.publisherStellenbosch : Stellenbosch Universityen_ZA
dc.rights.holderStellenbosch Universityen_ZA
dc.subject.lcshBrand loyaltyen_ZA
dc.subject.lcshConsumer behavioren_ZA
dc.subject.lcshHuman behavior modelsen_ZA
dc.subject.lcshUCTDen_ZA
dc.titleThe theory of reasoned action as applied to brand loyaltyen_ZA
dc.typeThesisen_ZA
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