A quantitative study of factors effecting consumer loyalty of undergraduate students based on the purchasing of sports supplementation
Cardiff Metropolitan University
MetadataShow full item record
The purpose of the present study was to assess the factors affecting undergraduate’s levels of brand loyalty in relation to sports supplementation. Furthermore the study aimed to explore the differences between sports students and non-sport students in relation to the levels of consumer loyalty and the factors affecting the level of loyalty within the two samples. Participants (n = 60) from both sport (n = 30) and non-sport (n = 30) degrees were asked to complete two questionnaires, firstly an assessment of consumer loyalty (adapted from Burton et al., 1998) was completed, a second questionnaire was completed to assess factors affecting brand loyalty, this was developed based on Kuusik’s (2007) identification of the six key factors affecting brand loyalty. The results of the study revealed that from all 60 participants trust was shown to be the most important factor in increasing brand loyalty. The results also showed there to be a significant difference (t = 4.48, p = .000) in levels of consumer loyalty between sports and non sports students, with sports students showing a higher level of loyalty. Furthermore results revealed that trust (t = 9.13, p = .000), commitment (t = 6.19, p = .000) and importance of relationship (t = 7.17, p =.000) were significantly more influential factors upon brand loyalty within sports students than non-sports students, while brand image (t = -2.82, p = .007) was significantly more important to non-sports students in relation to brand loyalty. These findings suggest there are significant differences between sport students and non-sport students in relation to factors affecting brand loyalty within the sports supplementation market. Further research however is needed from a qualitative approach in order to understand and explain why these differences are present.
Showing items related by title, author, subject and abstract.
Identification and Critical Analysis of Factors Affecting Consumer loyalty to Sportswear Brands: A Focus on undergraduate sport students Jones, Reece (Cardiff Metropolitan University, 2013)The purpose of this research is to identify and critically analyse factors affecting consumer loyalty to sportswear brands, amongst undergraduate sports student in a University in Wales. The study uses a mixed methodology ...
Assessing the Physical Activity, Diet and Wellbeing of University Students: a Comparison Between Courses and Gender. Monk, Emily (Cardiff Metropolitan University, 2015)University students are at a critical age in which lifelong behavioural habits are adopted. A failure to form positive lifestyle behaviours such as the uptake of regular physical activity can adversely affect the physical ...
Price, Nathan Ellis (Cardiff Metropolitan University, 2015)The UK grocery retail sector is experiencing significant change, which is seen to be largely influenced by changing consumer purchasing behaviour and intensified competition between supermarkets. Whilst the purchasing ...