Marketing Mix, Loyal Customers & Motorcycle Industry

International Journal of Research and Innovation in Social Science (IJRISS) | Volume III, Issue VII, July 2019 | ISSN 2454–6186

Marketing Mix, Loyal Customers & Motorcycle Industry

R.H.M.C.A.S Rajakaruna & AK Anjala
Department of Business Management, Faculty of Management Studies, Rajarata University of Sri Lanka

Abstract:-The purpose of this study is to analyze the impact of marketing mix variables on customer brand loyalty of road riding motorcycle in Sri Lanka. The research followed quantitative approach and deductive in nature. Using convenience sampling method the data was collected from 81 respondents who are currently using and willing to use Road Riding Motorcycles. According to the findings of correlation analysis product, price, place, and promotion showed a positive significant relationship with brand loyalty at a significant level of 0.05. The adjusted R square value was 39.5% where only product, place and promotion were significant at 0.05 level. Accordingly, in order the enhance the brand loyalty on road riding motor cycles in Sri Lankan context the study recommends to focus on product, place and promotion factors in the marketing mix.

Keywords: Brand Loyalty, Product, Price, Place, Promotion, Motor Cycle

I. INTRODUCTION

Today business world is more complex and vague because of the novel innovation, technological advancement and diversity of knowledge. Therefore, peoples’ needs and wants differ from each of others and much difficult to predict the consumer behavior which is consumer behavior is very complex because each consumer has different mind and attitude towards purchase, consumption and disposal of product. As a result of that organizations try to create loyal customers to their brands because brand loyalty has been considered as one of the main structures of marketing. Because of that in order to create loyal customers the organizations need strong brands for their products. Today, brands are seen as a strategic prerequisite of organizations to create greater value for consumers and gain competitive advantages (Gilaninia & Mousavian, 2010). In a customer’s eye, brand are used to decide the producers, products, product value, and image of the company in the point of making purchasing decisions (Wang & Tzeng, 2012). A general definition for brad loyalty can be provide as the deep commitment to re-purchase a desired service or product regularly in the future without considering the situational influences and marketing efforts to change behavior (Chattopadhyay et al., 2010). Further, the loyal customers are willing to pay more for gaining advantages and qualities of their favorite brand (Clottey et al., 2008).

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