A quantitative study of factors effecting consumer loyalty of undergraduate students based on the purchasing of sports supplementation
Cardiff Metropolitan University
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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.
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