Final Project

Session 2014-2016
Project Advisor
Miss Khansa Irem
Submitted By
Muhammad Ahmad
Roll No. EMBA-F14-027

Master in Business Administration

Semester 3rd
Superior University
Lahore

Research Title

FACTORS THAT EFFECT BRAND LOYALTY IN

TEXTILE INDUSTRY OF PAKISTAN
Abstract

In todays volatile dynamic environment, top performing textile

industries are looking into the demands of their customers in
order to survive and compete successfully. Researchers all over
the world have relentlessly emphasized on the utmost importance
of brand loyalty as part of survival in the financial world. The
purpose of this research is to examine Pakistani consumers
Loyalty behavior and understand the key factors of branded
clothing which influence consumers involvement towards trendy
branded clothing. A survey was conducted from general
consumers aged between 20-35 to obtain empirical evidence by
using questionnaire and statistical techniques. The total of 415
respondents filled the questionnaires. The results indicate that
status branding, brand attitude, paying premium for branded
clothing, self-concept and reference groups were found to have
positive effects on consumer Loyalty behavior. This paper
expands understanding of consumer Loyalty behavior related to
Pakistani environment and highlights the factors that highly
influence consumer involvement in Textile Industry of Pakistan.
Therefore this study will be specifically conducted to look into this
phenomenon by considering brand loyalty as the main
contributory factor towards customer satisfaction and customer
loyalty.

1-Introduction

Brand loyalty is everything. Its what people think when they see
your logo, your reputation when they hear your name and even a
customers association when they purchase your products or
services. With so much emphasis on your brand, you need to
make sure it looks better than ever.
Brand is a promise that the product will perform as per customers
expectations. It shapes customers expectations about the
product. Brands usually have a trademark which protects them
from use by others. A brand gives particular information about the
organization, good or service, differentiating it from others in
marketplace. Brand carries an assurance about the characteristics
that make the product or service unique. A strong brand is a
means of making people aware of what the company represents
and what its offerings are. The phenomenon is especially seen in
markets with tough competition, highly unpredictable and low
product differentiation. Carroll and Ahuvia (2006) suggested that
Brand love, in turn, is associated to higher levels of brand loyalty
and positive word-of-mouth. Brand Loyalty is a scenario where the
consumer fears purchasing and consuming product from another
brand which he does not trust. It is measured through methods
like word of mouth publicity, repetitive buying, price sensitivity,
commitment, brand trust, customer satisfaction, etc. Brand
loyalty is the extent to which a consumer constantly buys the
same brand within a product category. Greater loyalty levels lead

to less marketing expenditure because the brand loyal customers

promote the brand positively. Brand loyalty can be developed
through various measures such as quick service, ensuring quality
products, continuous improvement, wide distribution network, etc.
Brand loyal customers remain committed to the brand, are willing
to pay higher price for that brand, and will promote their brand
always. A company having brand loyal customers will have
greater sales, less marketing and advertising costs, and best
pricing. This is because the brand loyal customers are less
reluctant to shift to other brands, respond less to price changes
and self- promote the brand as they perceive that their brand
have unique value which is not provided by other competitive
brands.
The consumers remain loyal to a specific brand as long as it is
available. They do not buy from other suppliers within the product
category. Brand loyalty exists when the consumer feels that the
brand consists of right product characteristics and quality at right
price. Even if the other brands are available at cheaper price or
superior quality, the brand loyal consumer will stick to his brand.
Building and maintaining brand loyalty are one of the central
themes of research for marketers for a very long time. Marketers
have utilized various means to maintain the brand loyalty of their
customers. Brand loyalty, in return, brings sales revenues, market
share, profitability to the firms, and help them grow or at least
maintain themselves in the marketplace. Thus, it is likely that the
brand loyalty concept is also relevant to the business sector. This
research is one of the first to examine brand loyalty concept in
the business sector.

Dependent variable

Brand Loyalty

Independent variables

Customer Satisfaction
Customer Care
Empathy
Brand Commitment
Service Quality

1.1-Purpose Statement
The purpose of this research is to examine the factors that affect
Brand Loyalty. The independent variables are (Customer
Satisfaction, Customer Care, Empathy, Brand Commitment, and
Service Quality) and dependent variable is (Brand Loyalty).
Quantitative research methodology is use to collect data from
respondent through questionnaire. The dependent variable (Brand
Loyalty) can be generally defined as a variable that affect the
independent variables (Customer Satisfaction, Customer Care,
Empathy, Brand Commitment, and Service Quality).

1.2-Research Model

Customer
Satisfaction

Customer Care

Empathy

Brand
Commitment

Service Quality

Brand Loyalty

1.3-Research Objective
To examine the relationship between Customer Satisfaction
and Brand Loyalty.
To determine the relationship between Customer Care and
Brand Loyalty.
To examine the relationship between Empathy and Brand
Loyalty.
To determine the relationship between Brand Commitment
and Brand Loyalty.
To determine the relationship between Service Quality and
Brand Loyalty.

1.4-Significance of study
The present study will be significant in number of ways. The main
purpose of this study is that the present area is highly under
researched in Pakistan. No study has been found to explore the
Brand Loyalty in Textile sector of Pakistan. Therefore, the present
study will help the marketers to find the gap between Brand
loyalty and customer satisfaction in Textile industries of Pakistan.
As you know Pakistan is under developed country so there are
many dimensions of study to find the gaps. To increase Brand
Loyalty you should bridge the gap throw customer care and
communication. For profit maximization this study will help to
provide guidelines to marketers to come up with the new ideas
and policies which would guide them to attract and retain their
top level customers at their respective services.

1.5-Research question and Hypothesis

1.5.1-RESEARCH QUESTION:

What are the main factors that affect Brand Loyalty?

1.5.2-RESEARCH HYPOTHESIS:

H1= There is a relationship between Customer Satisfaction and

Brand
Loyalty.
H2= There is a relationship between Customer Care and Brand
Loyalty.
H3= There is a relationship between Empathy and Brand Loyalty.
H4=
There is a relationship between Brand Commitment and
Brand Loyalty.
H5=
There is a relationship between Service Quality and Brand
Loyalty.

2-Literature
Chaudhuri, A., & Holbrook, M. B. (2001) examine The chain of
effects from brand trust and brand affect to brand performance:
the role of brand loyalty. The aim of his research is to explore
the aspects of brand loyalty; purchase loyalty and attitudinal
loyalty, as linking variables in the chain of effects from brand trust
and brand affect to brand performance (market share and relative
price). In his study the variables are brand trust and brand affect.
The authors compile an aggregate data set for 107 brands from
three separate surveys of consumers and brand managers. In this
study he used qualitative method. The respondents are
customers. There is evidence from this study that brand trust and
affect are only indirectly related to market share and relative price
through their combined impacts on purchase loyalty and
attitudinal loyalty, respectively. Now the conclusion is that the role
of emotions has been energetically researched in advertising
studies related to marketing and consumer behavior, there
remains a need to examine emotional experiences that arise from
other product- and brand-related aspects of consumption.

Lin, L. Y. (2010) examine The relationship of consumer

personality trait, brand personality and brand loyalty: an empirical
study of toys and video games buyers.. The aim of his research
is to explore the relationship of consumer personality trait, brand
personality and brand loyalty. In his study the variables are brand
personality and brand loyalty. A total of 400 adult consumers
were interviewed who looked round or bought toys and video
games in Taipei City Mall, and 387 effective questionnaires were
collected; the effective response rate was 96.75 per cent. In this
study he used mixed method. The respondents are random toy
and video game purchaser. The major findings were: a
significantly
positive
relationship
between
extroversion
personality trait and excitement brand personality; a significantly
positive relationship between agreeableness personality trait and
excitement brand personality, sincerity brand personality and
competence brand personality; competence and sophistication
brand personality have a significantly positive influence on
affective loyalty; competence, peacefulness and sophistication
brand personality have a significantly positive influence on action
loyalty; agreeableness and openness personality trait have a
significantly positive influence on affective loyalty; agreeableness
and openness personality trait have a significantly positive
influence on action loyalty.
There is a significantly positive relationship between extroversion
personality trait and excitement brand personality. There is a
significantly positive relationship between agreeableness
personality trait and excitement brand personality, sincerity brand
personality and competence brand personality. Competence and
sophistication brand personality have a significantly positive
influence on affective loyalty. Competence, peacefulness and
sophistication brand personality have a significantly positive
influence on action loyalty. Agreeableness and openness
personality trait have a significantly positive influence on affective

loyalty. Agreeableness and openness personality trait have a

significantly positive influence on action loyalty.

Arnold, M. J examine WHY DO SATISFIED CUSTOMERS DEFECT?

INVESTIGATING THE IMPACT OF CUSTOMER INVOLVEMENT AND
SATISFACTION ON LOYALTY BEHAVIOR.. The aim of his research is
to Building customer loyalty in todays service marketplace is an
increasingly critical activity for service providers. Yet, the reality is
that service switching among satisfied customers has become a
regularity that remains largely unexplained. In his study the
variables are customer involvement and satisfaction. A total of
828 calls were made, which resulted in 217 completed interviews.
Three hundred thirty-three calls resulted in no answer, a busy
signal, or no contact after two callback attempts .Refusals totaled
278, resulting in an effective response rate of 43.8 percent
(217/495). Seventeen of the completed interviews were later
considered unusable because of missing values, resulting in a
total of 200 usable responses. In this study he used Qualitative
method. The respondents are household decision maker. Service
firms face increasing challenges in building customer loyalty in
todays service marketplace. Current thinking among academic
research regarding determinants of customer loyalty tends to
focus on antecedents such as satisfaction, perceptions of service
quality, affective constructs and attitudinal considerations. While
the results of this study provide insight and managerial guidance
regarding the role of customer involvement and satisfaction in
creating customer loyalty, several limitations must be noted. First,
the results of this study are based on a single service industry,
and as such, researchers should use caution generalizing these
results to other service industries. Second, the sample was drawn
from a region of the southeast U.S., and it is not known whether

other geographic regions or even a national sample are likely to

affect model performance.

Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007)

examine Involvement, satisfaction, and brand loyalty in a small
business services setting.. The aim of his research is to
determine the relationship between attitudinal loyalty and
behavioral loyalty in a business services context, and attempts to
identify two key antecedents of loyalty in this context. In
particular, little is known about small businesses as customers,
despite their significant contribution to the economies of
developed nations. In my study the variables are satisfaction and
brand loyalty. The survey was mailed to 1472 businesses. Six
businesses declined to participate in the study and 135 survey
packets were returned due to incorrect or changed addresses.
This resulted in an effective sampling frame consisting of 1331
businesses. After the initial mail-out and a follow-up phone call
(Dillman, 1978), 267 questionnaires were returned for an effective
response rate of 20%. The sample consists predominantly of small
businesses (89%), in the national business population. In this
study he used Quantitative method. The respondents are
customers. This research examines the relationship between
attitudinal loyalty and behavioral loyalty in a business services
context, and to determine the key antecedents of loyalty in this
context. The results indicate that attitudinal loyalty is a significant
explanatory variable in the prediction of behavioral loyalty, and
significant relationships were found between attitudinal loyalty
and the antecedents studied (i.e., purchase satisfaction and
category involvement). Finally, small business owners display a
degree of cognitive consistency, for the purpose of reducing
dissonance which explains the link between involvement and
satisfaction. Bem's (1972) theory of self-perception offers a
different perspective particularly as small business owners often

closely connect their perceptions of success or failure to the

performance of their businesses. Decision making that is
perceived as successful might deepen an owner's interest and
involvement in particular strategies, purchases, and outcomes.

Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert,
H. (2006) examine The relative strength of affective commitment
in securing loyalty in service relationships. . The aim of his
research is to explores the impacts of affective and continuance
commitment on attitudinal and behavioral loyalty in a service
context. Since affective commitment is more positive and
governed by free choice, whereas continuance commitment is
more the result of perceived economic and psychological benefits
of being in a relationship, the results of this study suggest that
emotional bonds with customers provide a more enduring source
of loyalty as compared to economic incentives and switching
costs. In my study the variables are continuance commitment and
behavioral loyalty.
After eliminating questionnaires with
extensive missing data, the final sample consisted of 2389
observations. In this study he used quantitative method. The
respondents are customers. The study used cross-sectional
survey data, neglecting possible time-lag effects. Replications of
the relationships found in this study in different service and
cultural contexts would help in identifying the boundary
conditions for generalizations to theory. Moreover, longitudinal
data would further improve an understanding of the mechanisms
influencing different loyalty dimensions. This study measures the
relative impacts of two commitment dimensions on the two
customer loyalty dimensions that are frequently used in the
marketing literature. The introduction of two distinct dimensions
of commitment, namely continuance commitment and affective
commitment, led to empirical results that support the twodimensional conceptualization of commitment.

Yi, Y., & Jeon, H. (2003) examine Effects of loyalty programs on

value perception, program loyalty, and brand loyalty.. The aim of
his research is to investigate how reward schemes of a loyalty
program influence perceived value of the program and how value
perception of the loyalty program affects customer loyalty. The
results show that involvement moderates the effects of loyalty
programs on customer loyalty. In high-involvement situations,
direct rewards are preferable to indirect rewards. In his study the
variables are reward schemes and value perception. A pretest was
conducted with 40 college students to select test products. In this
study he used quantitative method. The respondents are
students. For the high-involvement condition, the path from value
perception to program loyalty was statistically significant. This
research suggests that loyalty marketing is a better fit for highinvolvement products considering that it can reach brand loyalty
through both direct and indirect routes.

Knox, S., & Walker, D. (1995) examine Empirical developments in

the measurement of involvement, brand loyalty and their
structural relationships in grocery markets.. The aim of his
research is to determine the paper reports on a research design
that attempts to integrate prior theory on consumer involvement
and brand loyalty through a unifying model which we test in a
longitudinal study of grocery product purchasing. In his study the
variables are consumer involvement and brand loyalty. A panel of
200 respondents was recruited in the New City of Milton Keynes
on a clustered, random-sample basis. These respondents were
selected from an original pool of 300 participants because they
were more responsive in completing their administrative duties
according to our instructions. Their task was no mean undertaking

since, individually, it would entail those recording over 1,000

items during the research protocol. In this study he used
quantitative method. The respondents are customers. Our
research has been successful in supporting a number of basic
tenets about grocery product purchasing. Firstly, our simplified
model identifies a causal path between involvement and brand
loyalty across the product categories researched. Secondly, we
show that risk and the inherent involvement of the product
category itself are the most important causes of consumer
involvement at the brand level. Thirdly, brand involvement is
identified as a highly significant cause of brand commitment, the
motivational component of the loyalty measure used here. In a
wider sense, the fact that our original unified involvement- brand
loyalty model showed several antecedents to be non-significant
confirms that the sources of involvement in the Mittal and Lee
model are mis-specified for grocery products. However, at the
conceptual level, we argue that it can and should remain the
central framework for studying involvement and its behavioral
effects.

Allender, W. J., & Richards, T. J. (2009, May) examine Measures of

Brand Loyalty.. The aim of his research is to understand that
though brand loyalty has been studied extensively in the
marketing literature, the relationship between brand loyalty and
equilibrium pricing strategies is not well understood. We test how
brand loyalty impacts promotion strategies for a frequently
purchased consumer package good category. In my study the
variables are brand loyalty and equilibrium pricing. We randomly
select 1020 households who made at least two purchases within
the RTE cereal industry. In this study he used quantitative
method. The respondents are random selected people. Well look
at the hypothesis that the average price discount at the retail
level is negatively related to the strength of brand loyalty (H1)

and the hypothesis that the frequency of price promotions at the

retail level is positively related to the strength of brand loyalty
(H2). The result suggests that there is a high degree of brand
loyalty within the RTE cereal category and the data does not fully
support the patterns suggested by our theoretical model. We
conclude that the theoretical model developed above is not a
representative model of brand loyalty in the RTE cereal category.
Our results suggest that the average price discount at the retail
level is negatively related to the strength of brand loyalty as
implied by the theoretical model.

Silberhorn, N., & Hildebrandt, L. (2012) examine Does umbrella

branding really work? Investigating cross-category brand loyalty.
The aim of his research is to analyze the Numerous studies on the
drivers of brand extension success [Aaker and Keller, 1990,
Broniarczyk and Alba, 1994, Hem et al., 2003, Vlckner and
Sattler, 2006] found evidence that parent-brand characteristics
and the fit between parent brand and transfer product are the
main and most influential factors driving brand extension success.
However, the ability of a brand to transfer its brand loyal
customers from the parent to the extension category has been
widely neglected. In my study the variables are brand extension
and parent brand. The authors compile an aggregate data set for
107 brands from three separate surveys of consumers and brand
managers. In this study he used quantitative method. The
respondents are customers. We find empirical evidence that
consumers who are loyal to the brand in the leading (parent)
product category show a higher probability to be loyal to that
same brand in another (extension) category compared to those
consumers who are not loyal in the leading category. The purpose
of this research was to examine customers brand loyal purchase
behavior in the context of multi-category analysis, which is of
special interest to brand manufacturers of brands competing in

multiple categories. Our results give references for the

implementation of promotional activities and the allocation of
advertising budgets across product categories. Against our
expectation, promotional activities in the parent category are not
recommended, as there are other extension categories with a
higher net attractive force to involve positive spillover effects.

Uslu, A. Y. P. A. R., & Cam, T. U. N. C. A. Y. (2014) examine

Analysis of Brand Loyalty with Markov Chains. The aim of his
research is to explore the Markov chains, applied in marketing
problems are principally used for Brand Loyalty studies.
Especially, Markov chains are strong techniques for forecasting
long term market shares in oligopolistic markets. The concepts of
marketing studies are thought as discrete from the time and place
viewpoint and so finite Markov chains are applicable for this kind
of process. The purpose of this study is to examine the consumer
Brand Loyalty of sport shoes with markov chains method. In my
study the variables are Brand Loyalty. The data to examine the
Brand Loyalty have been obtained from 531 undergraduate
students in Istanbul, Turkey. In this study he used quantitative
method. The respondents are undergraduate students. It was
observed that the students are brand loyal and the brand
preferences intensified on Nike and Adidas Brands. Although there
are some disadvantages to the Markov Matrix, it is obvious that
the Markov Matrix is a important technique in showing the
tendency of a consumer to be brand loyal in a long period of time
and in determining the market share of the brands. In this study it
was observed that in forming the tendency of customers on
becoming brand loyal, the marketing variables play an important
role. It was observed that the students are brand loyal and the
brand preferences intensified on Nike and Adidas Brands.
Although there are some disadvantages to the Markov Matrix, it is
obvious that the Markov Matrix is a important technique in

showing the tendency of a consumer to be brand loyal in a long

period of time and in determining the market share of the brands.

Mller Jensen, J., & Hansen, T. (2006) examines An empirical

examination of brand loyalty. The aim of his research is to
measure relative attitude as a latent two-dimensional secondorder factor and to investigate the relationship between relative
attitudes and repeat purchasing. In his study the variables are
relative attitudes and repeat purchasing. Survey data from 395
households was used to test the model and corresponding
hypotheses. In this study he used quantitative method. The
respondents are households.
The results support the
conceptualization of relative attitude as a composite of purchase
involvement and perceived brand differences and also support the
hypotheses proposed in our research model. Theoretical and
managerial implications are discussed at the end of the article.
The results of our study confirm to a large extend the proposed
hypotheses and suggest a number of important managerial
implications for consumer researchers and brand managers. The
results show that consumers with a high relative attitude are less
prone of variety-seeking, more resistant to out of stock situations
and competitors offers, and consequently more likely to keep
loyal to their usual brand.

Silberhorn, N., & Hildebrandt, L. (2009) examine Is crosscategory brand loyalty determined by risk aversion?. The aim of
his research is to explore the attracting customers to buy their
particular brand(s) across several categories. Manufacturers and
retailers today are increasingly trying to leverage their brands by
cross-promoting and cross-selling different product categories
under an umbrella brand. In this study he used quantitative
method. In his study the variables are attracting customers and

brand loyalty. The respondents are customers. We find evidence

for a positive relationship between consumers need for familiarity
and their loyalty to a brand in multiple product categories. They
are afraid of the unknown, so they do not switch between brands
and continue with their habitual brand choice behavior. This gives
rise to the conclusion that they are not searching for the best
price offer, but rather trust in the brand, its quality, and its
promise. We can conclude that households that are already loyal
to the brand in multiple categories, despite the fact that they are
not actively searching for new products, do exhibit a higher
propensity to also buy the brand in another new extension
category. Cross-category brand loyal households are less novelty
conscious and innovative (innovate) than non-loyal.

Saifullah, A., Awais, M., & Akhtar, B examine MEASURING

CONSUMER AWARENESS AND marketings IMPACT ON BRAND
SELECTION. The aim of his research is to investigate whether
awareness effects a selection of a brand or marketing/advertising
efforts are responsible for customers buying a certain brand. Also
it was aimed how brand managers or marketers can benefit from
the results of this research. In his study the variables are
consumer awareness and brand selection. The target population
is one hundred student of Greenwich University. Questionnaires
developed will be floated in this sample size. In this study he used
mixed method. The respondents are students. This research
utilized the backward method for multiple linear regressions and
brought to the platform that awareness was considered
insignificant while marketing was considered to be the key
variable effecting brand selection. It is recommended that
marketers and advertisers need to work on campaigns and
commercials as well as strategies that entice the end user into
purchasing the brand. There should be more variation in the
marketing efforts in order to ensure genuinely and so the

customer can be engaged with the marketing efforts and the level
of belief should not decrease overtime. Thus we now can
conclude the fact that the marketing industry is doing a good job
in influencing the purchase of the brands and hence this is proved
in this research without any bias and through statistical means as
well.

Bennett, R., Hrtel, C. E., & McColl-Kennedy, J. R. (2005) examine

Experience as a moderator of involvement and satisfaction on
brand loyalty in a business-to-business. The aim of his research
is to examine the relative influence of two key antecedents of
brand loyalty satisfaction and involvement and the moderating of
experience, using a sample of business buyers. This paper
addresses an important gap in the business literature by
examining the relative influence of these two antecedents of
brand loyalty. This paper commences with a discussion the
conceptual framework including literature on brand loyalty,
satisfaction, involvement, and the role of previous experience
leading to hypotheses development. In his study the variables are
brand loyalty satisfaction and involvement. The survey instrument
was distributed to a total of 1472 decision-makers, identified
through simple random selection within each of the directory
brands. After eliminating 141 incomplete surveys and
undeliverable surveys, there were 267 useable surveys. In his
study we used quantitative method. The respondents are
business men. This study examined the Influence of satisfaction
and involvement on attitudinal brand loyalty for a professional
business service. The results provide encouraging empirical
support for the hypothesized moderating effect of experience on
the relationships between these antecedents (satisfaction. and
involvement) and attitudinal brand loyalty. Findings regarding the
role of experience in brand attitude indicate that there appears to
be value in segmenting markets based on customer experience.

The correlation between satisfaction and attitudinal brand loyalty,

and involvement and attitudinal brand loyalty decreased with
experience as shown in Table 4. The explained variance in
attitudinal brand loyalty was 0.76, for the low experience group
and 0.15 for the high experience group, indicating that factors
other than satisfaction and involvement are more important in
determining attitudinal brand loyalty when experience increased.

Erdomu, . E., & Cicek, M. (2012) examine The impact of social

media marketing on brand loyalty. The purpose of his research is
to determine one of the recent means is the social media
marketing. The aim of his study is to identify the effect of social
media marketing on brand loyalty of the consumers, given that
the concept is receiving increasing attention from marketing
academia and practitioners. In his study the variables are social
media marketing and brand loyalty. The data were collected
through the administration of a structured questionnaire with a
sample of 338 people and tested via stepwise multiple regression
analysis. Data was collected through the administration of a
structured questionnaire with a sample of 338 people who were
social media users, and followed at least a brand on social media
platforms. The sample consisted of 62% male and 38% female.
The average age of the sample was 26. About 60% of them had
undergraduate or graduate level of education. 42 % were still
students. In this study he used qualitative method. The
respondents are social media user. The hypothesized relationships
were tested using stepwise multiple regression analysis. First of
all, zero-order correlations among the study variables were
examined to understand the relationships between them. Taking
into consideration brand loyalty, advantageous campaigns, and
relevancy of the content had the highest the correlations with it in
respective order. The aim of this study was to understand the
effect of social media marketing on brand loyalty formation from

the perspective of the consumers. The results of the study are

believed to put significant contribution to practice and literature
since social media marketing can be defined as a new, but rapidly
growing platform for building relationships with customers and
forming positive image of the brands.

3-Research Methodology
3.1-Research Paradigm
Positivism assumes that true knowledge is based on experience of
senses and can be obtained by observation and experiment.
Positivistic thinker adopts scientific methods as a mean to
generate knowledge. Positivism called scientific method,
empirical science, post positivism and quantitative research.
Interpretivism sometimes also called social constructivism and
qualitative research in paradigm, an individual seeks an
understanding of the world in which they live and work. They
develop subjective meaning of their experience or toward certain
objects or things.
The final paradigm is typically associated with mixed method
research. The goal of pragmatism research is to replace either of
these approaches but rather to draw from the strength and
minimize the weaknesses both in single research studies and
across studies.
I followed positivism paradigm in my study because the purpose
of my study is to determine the cause and affect relationship
between independent and dependent variables. This cause and
effect relationship can be found out through correlation and
regression tests. For these test I collected the quantitative data
with the help of questioner and I followed the positivism
paradigm.

3.2-Sampling
Sampling is the process of selecting segment of the population for
investigation.
Probability sampling is an approach of sampling in which each
unit has equal chance/probability to be selected.
Non probability sampling is the approach in which the chance of
probability of which unit to be selected is known or confirmed.
I used probability sampling because I am using simple random
sampling technique. In this technique every unit of the population
has an equal probability of inclusion in the sample.

3.3-Population and Sampling Size

My target population is the garments users of Lahore reign. And I
collected data from five hundred respondents through
questioners.

3.4-Data Collection Method

Questionnaire is pre-formulated written set of question to which
respondent record their answers questionnaire are selfexplanatory read and answer by respondent by themselves. They
are relatively cheaper. Quicker to administered unbiased and
convenient for respondent as well as researcher but on the other
hand they are limited with respect to information gathered,

sometimes irrelevant to respondent, and mainly have lower

response rate.
Interview is an interactive process of listening in and asking
question, between interviewer and interviewee about research
topic.
The nature of my study is based on quantitative approach. Data
collection tool I used is questionnaire. A semi-structured
questionnaire based on open and closed ended questions will be
design to collect information on both variables.

3.5-Data Analysis Method

Analyzing data involved reducing and arranging the data,
synthesizing searching for significant patterns and discovering
what was important. Ary et al (2002) has noted three steps
involved in analyzing data: organizing, interpreting and
summarizing data.
Statistical tools such as tables, bar graphs and pie chart will be
used. The analysis will be done with the help of Statistical
Package for Social Science (SPSS). The closed ended questions
will be given numerical codes which will be done in a varying
scale depending on the responses. The Cronbachs coefficient will
be used in assessing the reliability analysis of the data obtained.
Data will be analyzed in the form of reliability analysis, descriptive
statistics and multiple regression analysis. The results of data
analyzed will be presented in the form of tables and charts.
Coefficient of determination(R-Squared): In a multiple regression,
R-Square is interpreted as the proportion of variation in the
response variable explained by all the predictor variables
simultaneously. A high R-Square indicates that the data points are
close to the values predicted by the multiple regression equation
and that, as a group the independent variables are a good
predictor of the dependent variable. A low R-Square indicates that
the data points are scattered away from the values predicted by

the multiple regression equation and that the independent

variables are a poor predictor of the dependent variable.
Correlation and regression analysis are related in the sense that
both deal with relationships among variables. The correlation
coefficient is a measure of linear association between two
variables. Values of the correlation coefficient are always between
-1 and +1. A correlation coefficient of +1 indicates that two
variables are perfectly related in a positive linear sense; a
correlation coefficient of -1 indicates that two variables are
perfectly related in a negative linear sense, and a correlation
coefficient of 0 indicates that there is no linear relationship
between the two variables. For simple linear regression, the
sample correlation coefficient is the square root of the coefficient
of determination, with the sign of the correlation coefficient being
the same as the sign of b1, the coefficient of x1 in the estimated
regression equation.
I need to check the cause and effect relationship between
independent variables (Customer Satisfaction, Customer Care,
Empathy, Brand Commitment, and Service Quality) and
dependent (Brand Loyalty) variable. To get the most accurate
results I will apply correlation and regression tests on my study to
get better results.

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