CONSUMER LOYALTY TOWARDS SPORTS CLOTHING Dissertation: BA (Hons) Business Studies with Marketing

Branding has been an influential tool to attracting and retaining customers, nevertheless organisations are claiming to have customer loyalty. There have been a wide range of studies relating to this topic, overall are very contradictive and biased toward the authors stated objectives. Nevertheless, literature suggest that branding is the key to maintaining customer loyalty by providing quality products and service. There were four purpose to this study. First, this study tries to understand, what drives consumer loyalty towards sports clothing and how companies can maintain current success. Secondly, How to gain 18-24 year old customers and keep their loyalty post 24. Thirdly, How price affects customer loyalty and finally whether incentive’s increase customer loyalty for the 18-24 year old.
Prior to presenting the research results, a literature review of pertinent literature is presented, studies and theories of consumer loyal, motivation and persuasion are detailed below amongst other theories.
There are many research methods and the pros and cons of each are discussed. Due to time and cost constraint, a self-administer questionnaire is undertaken in order to obtain some primary data linked with secondary data from a variety of sources. This study is conducted in the London area mainly, therefore broad generalisation are restricted to a degree, as it is not wholly representative.