BRAND LOYALTY OF HIGH END

(PREMIUM) MOTOR BIKES

BMT 6024–BUSINESS RESEARCH METHODS
CLASS NO: 627 SLOT:E1

Submitted by

Register Number Name of the student

18MBA0043 SILPA P
18MBA0065 AMIT GEORGE VARGHESE
18MBA0077 B KARTHICK
18MBA0015 RAMANAN S
18MBA0095 SWATHI KRISHNAKUMAR

Submitted to

Dr. SATHISH A S
Associate Professor, VIT Business School

APRIL, 2019

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 ABSTRACT
Brand is the only thing that remains even when the product fades. It has got its own existence
and space. But what contributes to the buiding of the loyalty towards the brand is as important
as what contributes to the building of the brand at firstplace. The objective of the research paper
is to find out the most important factors that influence the brand loyalty feature within an
individual, taking into consideration the high end motorbikes usage and opinion among the IT
professionals. The study used self- administered questionnaires and a number of statements to
measure the perception of a decent number of individuals. The study threw light on the
importance that WOM as the most important aspect which enforces loyalty upon a particular
brand and the second and third important factors being Brand Relationship and Brand Trust. A
detailed analysis of collected data was done in the form of factor analysis, regression and
correlation analysis where a benchmark comparison was made between brand loyalty and each
other factors that determined the strength of interconnectedness between them. The most strong
relation and the weakest one has been established by the study and its renders it relevant also.

Keywords: Brand, Brand Loyalty, Brand Relatioship, Brand Trust, Brand Personality,WOM

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 ACKNOWLDGEMENT

It gives us immense pleasure in bringing out this project report of the project entitled “Brand
Loyalty of High End (Premium) Motor Bikes”

Firstly, we would like to thank our teacher and guide Associate Professor Dr. Sathish A. S.,
who gave us his valuable suggestions and ideas when we were in need of them. He encouraged
us to work on this project.

We are also grateful to our college for giving us the opportunity to work with them and
providing us the necessary resources for the project.

We would also thank all of them who helped us to complete this project. We are immensely
grateful to all the people who are involved in this project as without their inspiration and
valuable suggestion it would not have been possible to complete the project within the
prescribed time.

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 INDEX

SL.NO. CONTENT PAGE

NUMBER
1 INTRODUCTION 5

2 REVIEW OF LITERATURE 6-13

3 RESEARCH METHODOLOGY 13- 14

4 ANALYSIS AND INTERPRETATION 14-26

5 FINDINGS 27

6 CONCLUSION 27

7 ANNEXURE 28-31

8 BIBLIOGRAPHY 31-33

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 BRAND LOYALTY OF HIGH END
(PREMIUM) MOTOR BIKES
INTRODUCTION
The high end premium motorbikes are now in extensive usage and they are used by people
irrespective of age. The presence of high end bikes in the roads and the extent of brand loyalty
among the users of the same towards the high end bikes gives a scope to intrude more into its
brand aspects and the factors that favour its success. These bikes are mostly likely used by
white collar employees mainly to commute between their work and living. So this study
concentrates on India’s Information Technology (IT) sector where the employees earn decent
salaries with a constant job frame and spends or uses it on the high end premium motorbikes.
Thus, the study aims at identifying and evealuating the factors that lead to the creation of bran
loyalty among the custmers towards their high end bikes.

Problem Statement
The proportion of high end bikes in use is certainly huge. Various brands in this segments are
coming up with powerful and excellent bikes every year. But the reason that leads to such a
growth and the reason behind why most of the consumers of a particular band stay loyal to that
brand is still not a very known fact. Therefore, the need for this study is to unveil the factors
that lead to the retention of customers as far as any brand is concerned and also that which
define the purchasing intention among the customers.

Significance of the Research

The importance of the research is that it can help in the brand personality improvement as far
as the various brands are concerned since each of the brand personality parameters would be
considered wth huge significance and extention and the study would also reveal the
contribution of various important factors that lead to the success and loyalty that can be taken
as a basis of improvement for future development in the high end bikes.

Research Objective
 To find out what are the influencing factors which lead to brand loyalty and to find the
relationship that exist between brand loyalty, brand relationship, brand trust, Brand
personality and Word of Mouth.
 To use important statistical techniques to find the significance of various factors on brand
loyalty.
 To find out the factor loadings for each variables.
Hypotheses
H1: There is a relationship between brand relationship and brand loyalty
H2: There is a relationship between brand trust and brand loyalty.

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H3: There is a significant influence of Brand personality on Brand Loyalty.
H4: There is a significant influence of Word of Mouth on Brand Loyalty.

LITERATURE REVIEW
David Fan, David Geddes and Felix Flory, in their study "The Toyota recall crisis: Media
impact on Toyota’s corporate brand reputation ", with the objective of identifying the
extent to which the involvement of media (starting from offline to online) influenced in shaping
the corporate brand reputation of Toyota subsequent to the Crisis resulted out of recalls and
quality issues, found that the information favourably affected the brand was twice the
information that was unfavourable. Even though there was negative coverage, it had limited
impact. Thus the media coverage at the end helped the brand to bring back its positive brand
reputation. Advertising was the major medium used. The methodology used in their study was
the Mathematical Model of Ideodynamics and data collected from authorised brand index
surveys. The study covers only the scores of favourable and unfavourable extents and doesn’t
give importance to the reasons underlying these results. Other advanced analytical tools should
be used for the same as a next step.
Cleopatra Veloutsou and Louis Mountinho, in their empirical study, "Brand relationship
through brand reputation and brand tribalism”, with the objective of evaluating how
positive and direct is the relationship between both brand reputation and brand tribalism with
the brand relationship, found that both brand reputation and brand tribalism have significant
positive correlation with Brand relationship. The methodology used here was questionnaire
tested through convenience sampling and self-administered survey and 5 Point Likert type
scale and regression analysis. The choice of brands were limited to two and it opens a way for
future research regarding that the extent of the impact that brand tribalism has on brand loyalty.
Billur Akdeniz, Roger J. Calantone and Clay M. Voorhees, in their study, "Effectiveness of
Marketing Cues on Consumer Perceptions of Quality: The Moderating Roles of Brand
Reputation and Third-Party Information", with the objective of studying the impact of
marketing cues like price and warranty on perceived quality under the context of high and low
brand reputation and nature third-party ratings, reviews, etc., found that the high scope cue of
Brand reputation positively controls the low scope cues like price and quality. When the
product is of strong warranty and sent by a reputed manufacturer, it is perceived of high quality.
And also, The third party ratings (non-marketing controlled) from an independent and credible
source proved a positive moderation on low scope cues as price and warranty resulting in more
perceived quality. The methodology used here was Sampling, personal interview methods, 3-
point scale and ANOVA. It extends future scope for research as it can be more authentically
done with reliable participants.
Hasan Afzal, Muhammad Aslam Khan, Kashif ur Rehman, Imran Ali and Sobia Wajahat, in
their study, "Consumer’s Trust in the Brand: Can it Be Built through Brand Reputation,
Brand Competence and Brand Predictability", with the objective of knowing what
relevance brand reputation, competency and predictability has on trust on a particular brand in
the mind of consumers, found that, Consumer’s Trust in Brand increases between 30 percent
and 60 percent due to three of the Brand Characteristics, i.e., Brand Reputation, Brand
Competence and Brand Predictability. The methodology used here was questionnaires, Pearson
Correlation analysis and regression analysis. Brand may use powerful and aggressive

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advertising mechanism to improve and build brand image that would in turn build customer
trust and credibility.
David Corkindale and Marcus Belder, in their study, "Corporate brand reputation and the
adoption of innovations", with the objective of investigating how the strength of a corporate
brand influences the adoption of an innovative services, found that there is an important
relationship between CB strength and Peoples’ likelihood of adopting the service. A competing
CB can be a competitive advantage over those companies which intend to bring about various
innovations in the company which would otherwise be difficult. The methodology used here
was a test which was conducted where the competitive environment was held constant for a
new service from three different CBs. Respondents indicated their likelihood of buying from
each of these and their perceptions regarding them. A competent marketing mix is not actually
sufficient for successful adoption of innovations. A strong corporate image is more influential.
ArjunChaudhuri & Holbrook, M.JBrandManag in their study, “Product-class effects on
brand commitment and brand outcomes: The role of brand trust and brand affect”,
which is a research paper. The context used is consumer loyalty. The objective of this case is
the shifting emphasis to relational marketing has devoted a lot of effort to analyse how other
constructs such as trust predict future intention. The variables are brand loyalty, commitment.
The country where this case was developed is Spain. The methodology, approach and design
used here is it consisted of regressions and multivariable analysis with a sample of 173 buyers.
So the final result of this case, It suggest the key role of brand trust as a variable that generates
customers’ commitment, especially in situations of high involvement, in which its effect is
stronger in comparison to overall satisfaction. The remarks made in this case is it is lacking in
brand consumer relationship and also it makes the author to focus on analysing the relationship
existing among these concepts

Hong‐Youl Ha, Helen Perks, in their study, “Effects of consumer perceptions of brand
experience on the web: brand familiarity, satisfaction and brand trust”, which is an
academic paper. The context is web. The objective of this case is to study investigates several
questions that have been left unanswered in recent studies of consumer behaviour in the context
of internet‐based marketing. The variables used here are brand experience, familiarity, brand
trust, e‐consumer behaviour. The country in which this case has been developed is UK. The
methodology, approach and design preferred in this case is empirical study of e‐consumer
behaviour show that brand trust is achieved through the following dimensions operating and
interrelating as antecedent constructs: first, various brand experiences and the search for
information, secondly, a high level of brand familiarity and thirdly customer satisfaction based
on cognitive and emotional factors. The result from this case is by findings should assist
marketers and academics in their understanding of the development of brand trust in an
internet‐based environment. The remarks made were E‐tailors are trying to influence
consumers shopping behaviour, through atmospherics and service, as brick‐and‐mortar stores.

Michel Laroche, Mohammad Reza Habibi,Marie Odile Richard, Ramesh Sankaranarayan in

their study, “the effects of social media based brand communities on brand community
markers, value creation practices, and brand trust and brand loyalty”, which is an
academic paper. The context of this paper is social media. The objective is to explore whether

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brand communities based on social media (a special type of online brand communities) have
positive effects on the main community elements and value creation practices in the
communities as well as on brand trust and brand loyalty. The variables in this case are brand
community, brand trust, brand loyalty. The country in which this case was published is Canada.
The methodology, approach and design preferred in this case are a survey based empirical
study with 441 respondents was conducted. The results observed from this case are structural
equation modelling show that brand communities established on social media have positive
effects on community markers which have positive effects on value creation practices. The
remarks made are implications for practice and future research opportunities are discussed.

Hong‐Youl Ha, in his study, "Factors influencing consumer perceptions of brand trust
online", which is a research paper. The context of this paper is consumer perception. The
objective is how brand trust is affected by the following Web purchase‐related factors: security,
privacy, brand name, word‐of‐mouth, good online experience, and quality of information. The
variables used are internet marketing, brand image, privacy. The methodology, approach and
design preferred in this case it states that the author argues that not all e‐trust building programs
guarantee success in building brand trust. In addition to the mechanism depending on a
program, building e‐brand trust requires a systematic relationship between a consumer and a
particular Web brand. The results observed from this case are: the findings show that brand
trust is not built on one or two components but is established by the interrelationships between
complex components. The remarks are that these variables helps us in marketing strategies,
marketers can produce brand loyalty and gain a powerful competitive face.

Linn Viktoria Rampl, Peter Kenning, in their study, "Employer brand trust and affect:
linking brand personality to employer brand attractiveness” which is a research paper. The
main context of this paper is the employer. The objective of this case is the consumer brand
model of brand affect and trust as a means of explaining employer brand attractiveness. The
variables used in this case are trust, branding, brand personality, employer brand, affect. The
country in which this paper has been published is Germany. The methodology, approach and
design preferred in this case a survey designed to evaluate consultancy employer brands.
Established scales for brand personality, trust, affect, and employer brand attractiveness were
used to test the conceptual model. The result indicates that employer brand trust and affect are
both influenced by the brand personality trait sincerity. Further, employer brand affect was
positively affected by the traits excitement and sophistication, while negatively affected by
ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in
employer brand attractiveness. As per the remarks made they have to They should research on
sufficient marketing tools to achieve their goal. By including the variables branding the
variance explained in employer brand attractiveness could be increased greatly.

Sheng-Hsien Lee, Department of Business Administration, School of Management, Yu Da

University, his study named “How do online reviews affect purchasing intention?” was
conducted in the year 2009 in the context of purchasing intension with the objective of find out
the purchasing intention level among consumers influenced by the online reviews. Theory
states the purchasing intention of individuals involvement is more influenced by argument
quality and quantity of online reviews. The variables are involvement, purchasing behaviour,

8
attitude of customer, quality and quantity of purchase. The article is of global context and the
methodology follows as the purchasing intention of individuals involvement is more influenced
by argument quality and quantity of online reviews. The results show that the outcomes
demonstrate that the practices of web clients can be clarified by a similar hypothesis initially
created to investigate this present reality practices. We trust that the ELM approach gives
scientists a helpful approach to more likely comprehend the instruments by which online
customers create and look after frames of mind. Limitation as this research doesn’t deal with
the intrinsic motivation of the consumer which lacks in the further clarification.
Yi-Wen Fan and Yi-Feng Miao- Their study “Effect of Electronic Word-Of-Mouth On
Consumer Purchase Intention: The Perspective of Gender Differences” was published in
the context of the e-commerce purchasing behaviour of men and women with the objective of
the study around the social impacts of sexual orientation on the all-inclusive Elaboration
Likelihood Model and buying choices in web based business virtual networks. This theory is
based on the Utility of ELM and EWOM to predict the buyer motivation with the variables as
gender, buyer satisfaction, e-commerce, purchasing intension, e-WOM, e-consumer behaviour.
The article is of global context. Methodology used here is that of credibility, acceptance,
rapport over the gender basis to predict the purchasing behaviour. The result show that the
customers in differ of genders that are more involved with a product are more likely to accept
and use positive consumer reviews with the limitation of this as it did not consider the
moderating effects of gender differences due to the small sample sizes.
Nicolas Chavanat, Guillaume Martinent and Alain Ferrand – their study, “Effects on
Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention”
was in the context of Brand Image, Brand Attachment, and Purchasing Intention with the
objective of the motivation behind this examination was to dissect the effect of business
sponsorships on the goal to buy support items in connection to mark picture furthermore, brand
connection. This theory states that Sponsorship can accomplish a scope of objectives, for
example, corporate picture, corporate social obligation, brand presentation, showcasing deals,
and impacts. The variables which has influence over the hypothesis are brand image, social
media, sponsorship, brand growth, brand attachment, purchasing intension. The article
represents the study in the global context. The methodology used here be the study has been
conducted by survey method and questionnaire followed be interviews. The result shows that
the study results that the investment of sponsorship along with the appropriate strategy is very
much needed for the brand to reach new heights in the market with the limitation by the nature
of its respondents.
Cesare Amatulli and Gianluigi Guido- Their study, “Determinants of purchasing intention
for fashion luxury goods in the Italian market” was with the objective of how the purchasing
intention of luxury fashion products gets influenced by the lifestyle and inner drives in the
context of Italian market. The theory states that Purchasing of luxury products based on the
internal and external motivations among the consumers. The variable which can influence the
hypothesis are fashion, buying behaviour, quality and preference among the Italy market.
Methodology and approach used by the contribution of the paper is based on the use of the
laddering technique and the means-end chain (MEC) analysis for investigating latent
determinants of purchase intention for fashion luxury goods. And the result shows that the
sponsorship can accomplish the space of objectives. With the limitation of only related and
feasible study on Italian market.

9
Milad Dehghani and Mustafa Tumer in their study, “A research on effectiveness of Facebook
advertising on enhancing purchase intention of consumers” explains the context of how
expansion of communication influence the purchasing intention of purchasing mobile phone
among students. With the objective of the primary goal of this exploration is to decide the
noteworthy impact of item includes, brand name, social impact and item penance on the interest
for mobile phones. This theory emphasis that it is made and clarified arrangement of
relationship among the components respected appropriate to the issue condition and perceived
through such methodology as interviews, observations and literature review. The variables
which can influence the hypothesis are product features, purchase intention, brand name, social
influence. Methodology and approach used here is this study survey method is done through
different set of questionnaires and by distributing among the targeted audience and the data
analyse part is done with the help of SPSS. The result shows that the Investigate gives the
importance of thing incorporates, brand name, and social effect on purchase desire for mobile
phone among University students. With the limitation of Marketers could adopt themselves to
predict the demand for the futuristic smartphones.
Pankaj Aggarwal in his study “The Effect of Brand Relationship Norms on Consumer
Attitude and Behaviour “ which is a research paper. The context used is Consumers Attitude
towards the brand. The objective of this case is to evaluate the influence of the norms of helping
a brand relationship context. The variables are Exchange Relationship, Communal Relatioship,
Consumer Attitude, Brand Loyalty, Brand Personality, Brand Evaluation. The country where
this case was developed is Toronto. The methodology, approach and design used here is a
questionnarie was taken place which intended to check the effectiveness of the relationship.The
experiment was between the participants in which it was a theoritical approach and marketing
action. So the final result of this case, the consumer evaluation of the brand depends upon the
different norms of the relationship and different conditions. The remarks made in this case is
the research is limited to the students in a university.A better result would have been available
if the study is taken with people who have good knowledge in branding.
Pao-Long Chang,Ming Hua Chieng in his study, “Building Consumer–BrandRelationship:
A Cross-Cultural Experiential View” which is a research paper. The context used is An
Experimental View of the Branding Theory. The objective of this case is To examine the
context effect of the brand association, brand personality, attitude, image and relationship,To
examine the establishment of consumer brand relationship. The variables are Brand
Personality,Brand Attitude,Consumer Experience ,Brand Image. The country where this case
was developed is china. The methodology, approach and design used here is The appropriate
measurement of the study was based on the brand experience and consumer brand
relationship.All the points were measured in 5-point Likert scale.The data was collected from
the real Consumer using the questionnaries. So the final result of this case, It was found that
both brand association and brand personality significantly influence brand attitude and brand
image. The remarks made in this case is A single industry setting which limited the
generalization of the study. It would have omitted the some of the important terms like the
brand awarrness.
Hyejune Park in his study “The Role of Social Network Websites in Cosumer Brand
Relationship “which is a research paper. The context used is Brand Relationship. The objective
of this case is To examine whether perceived benefits of BSN predict BSN relationship quality.
To examine whether brand relationship quality predicts customer loyalty towards the brand,

10
To investigate whether customer loyalty toward BSN . The variables are Brand social Network,
Loyalty, Brand Communication, Relationship Meditator. The country where this case was
developed is Tennesse. The methodology, approach and design used here is This research
employs amixed approach to overcome the weakness .A non-experimental survey design was
considered as a viable quantitative approach. This research utilizes an online self administered
cross sectional survey method to collect the quantitative method. So the final result of this case,
There exist a high correlation between the social, information and economic benefit. The result
also suggested that BSN benefit are important drivers of relationship mediators. The remarks
made in this case is A potential would have been experiented at the time of the data collection
it should have reduced if enough are being given to the consumer such as like undertaking the
survey in the lab would have given the opportunity for the consumers to research it.
Mark Avis, Robert Aitken and Shelagh Ferguson in his study, ”Brand relationship and
personality theory: metaphor or consumer perceptual reality” which is a research paper.
The context used is Brand Relationship. The objective of this case is the argument of this paper
is that the metaphor foundations and humanlike brand foundation are mutually incompatible,
presenting a one or the other choice for theorists. The variables are Consumer Perpetual,
Reality, Realism, Brand Personality, Brand Relationship. The country where this case was
developed is New Zealand. The methodology, approach and design used here is The paper uses
examples from literature to highlight confusion in the brand personality and brand relationship
theory, before offering a framework for resolving the mutually incompatible foundations. So
the final result of this case, the depth and the strength of the consumer depends upon the brand
relationship quality Brand represents instances of socially constructed identities created by the
marketers and the consumers. The remarks made in this case is The multiple hostel brands are
being used in the research instead of that they would have used individual hostel brand.There
is a lack of separation between the familiar hosted brands and those brands that were newly
introduced to consumers on the SNS platform.
Young Gin Choi, Chihyung Ok Seunghyup Seon, Hyun in his study” Evaluating
Relationships among Brand Experience, Brand Personality, Brand Prestige, Brand
Relationship Quality, and Brand Loyalty: An Empirical Study of Coffee house
Brands”which is research paper. The context used is Coffee House. The objective of this case
is To validate roles of brand experience and brand personality in the development of brand
prestige and consequent effects of brand prestige on brand relationship quality and brand
loyalty using data collected from nationwide coffeehouse customers. The variables are brand
experience, brand personality, brand prestige. The country where this case was developed is
USA. The methodology, approach and design used here is the sample used in this study was
conveniently selected from a a pool of research company. So the final result of this case, have
both practical and theoretical implications. The remarks made in this case is With regard to
practical implementation, practitioners need to develop effective brand positioning strategies
by communicating its brand.
Jacoby, J., & Kyner, D. B. in his study. “Brand loyalty vs. repeat purchasing
behavior. Journal of Marketing research” which is a research paper. The context used is
approaches for defining the brand loyalty. The objective of this case is the inconclusive
,ambigious or contridictory are the rule and finding it with repeat purchasing behavior. The
variables are smiling faces scale, premium variable, lottery tickets, delayed vs immediate
receipt. The country where this case was developed is USA. The methodology, approach and

11
design used here is 2*2 factorial experiment, two types of expression of brand, non behavioural
expression 2 alternatives, brand evaluation . So the final result of this case, critical to
demonstrate that brand loyalty differs from repeat purchasing behaviour. standard operational
definitions which could have been applied to these data would have led to the same conclusion.
The remarks made in this case is assuming the subsequent investigations will leads to our
finding.
Bloemer, J. M., & Kasper, H. D. in his study.” The complex relationship between consumer
satisfaction and brand loyalty. Journal of economic psychology” which is a research paper.
The context used is purchasing behaviour and true brand loyalty. The objective of this case is
to investigate the relation between consumer satisfaction and brand loyalty by using moderator
effect of elaboration. The variables are spurious brand loyalty and brand satisafaction. The
country where this case was developed is Belgium . The methodology, approach and design
used here is data collection, measuring by research instrument on various validated scale,
splitting into groups. So the final result of this case, the amount of satisfaction and the type of
satisafaction have the direct satisfaction on true brand loyalty. The remarks made in this case
is customer satisfaction should take into account the difference difference between manifest
satisfaction and latent satisfaction .
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J.in their study ,”
Direct and indirect effects of self-image congruence on brand loyalty” which is a research
paper. the effect of self congruity on brand loyalty. The objective of this case is to test a model
dealing with direct and indirect effect effects of self image congruence on brand loyalty.
The variables are self congruity, product involvement , functional congruity , brand relationship
quality. The country where this case was developed is Germany. The methodology, approach
and design used here is product stimulus , sampling and data collection, operationalization of
model constructs , questionnaire design. So the final result of this case, there is a direct effect
of product involvement on brand relationship quality. The remarks made in this case is should
identify the self concept of their target consumer and build a brand personality to match the
self concept.
Gommans, M., Krishman, K. S., & Scheffold, K. B. in their study.” From brand loyalty to e-
loyalty: A conceptual framework” which is a research paper. The context used is importance
of e-loyalty to business success in online consumer marketing. The objective of this case is the
importance of building and maintaining customer loyalty in e-marketplace. The variables are
behavioural intent, website & technology, customer service, trust and security, value
proposition . The country where this case was developed is USA. The methodology, approach
and design used here is tools and techniques available in the website for trust, brand image
building and frequency programs, promoting and supporting. So the final result of this case,
by focusing on brand building , trust and security, website and technology customer service
will enhance the customer loyalty. The remarks made in this case is there is need to move from
practitioner oriented descriptive research to more theoritically based model of e-loyalty.
Kim, C. K., Han, D., & Park, S. B. in their study.” The effect of brand personality and brand
identification on brand loyalty: Applying the theory of social identification” which is a
research paper. The context used is corporate advertising and store design. The objective of
this case is examining through the existence of brand personality linkage between brand and
consumer through social effect of brand identification. The variables are self expressive value,

12
brand identification, words-of-mouth reports, attractive of brands, personality. The country
where this case was developed is USA. The methodology, approach and design used here is
sample and data collection, quessionaire design. So the final result of this case, the self
expressive value of the brand personality had a significant effect on the attractiveness of the
brand personality. The remarks made in this case is many other products categories could have
been tested for the same purpose.

RESEARCH METHODOLOGY
Research Design
The research design used here is the Descriptive Research Design where the concept is almost
aware but not clear and what is needed is a descriptive study of the known variables and how
it contributes to the end result.

Sampling Design
The sampling design involes judgement sampling under Non- Probablity Sampling Method
since we have already decided the sample based on the understanding that every IT professional
will be into the daily usage of a high end motorbike and they must own the same.

Sampling Size
The respondents are restricted to the IT professionals in India and 107 responses have been
collected from various IT companies in various locations of India. This indicates the entire
responses are given by IT Professionals.

Data Collection
Data is collected solely through self-administered questionnaires distributed among the IT
professionals through the HR head of the respective companies. The research depend purely
on primary data which are reliable and collected from authentic sources.

Measuring Instruments:
The questionnaire was prepared based on the variables we found from literature review. The
questionnaire was distributed to IT professional of various locations in India.
The questionnaire comprised of 85 items with 5 point Likert scale (where 1=Strongly Disagree,
2= Disagree, 3= Neutral, 4= Agree and 5= Strongly Agree)

Data analysis
The Data Analyis was done with the SPSS Software.

Limitations
The limitations of the study are as follows:
 The study was conducted within a short span of time
 The sample population was IT industry where the access to responses were restricted.

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  The research faced the difficulty of getting the target responses due to the very nature
of the industry.

ANALYSIS AND INTERPRETATION

1. Descriptive Statistics
 Frequency Table

Age (in years)

Frequency Percent Valid Percent Cumulative Percent

Valid 18-21 22 20.6 20.6 20.6
22-25 41 38.3 38.3 58.9
26-29 27 25.2 25.2 84.1
30-33 9 8.4 8.4 92.5
34-37 6 5.6 5.6 98.1
42-45 1 .9 .9 99.1
Above 55 1 .9 .9 100.0
Total 107 100.0 100.0
Table 1.1
Table 1.1, Shows that most of the respondents belong to the age group of 22-25 followed by
those from 26-29.

Education Qualification

Frequency Percent Valid Percent Cumulative Percent

Valid Diploma 9 8.4 8.4 8.4
Under Grduation 55 51.4 51.4 59.8
Poat Grduation 42 39.3 39.3 99.1
Others 1 .9 .9 100.0
Total 107 100.0 100.0
Table 1.2

Table 1.2, shows that majority of the repondents holds an eduation qualification of under
graduation.

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 Family income per month

Frequency Percent Valid Percent Cumulative Percent

Valid Less Tha 2 Lakhs 36 33.6 33.6 33.6
2-3 Lakhs 15 14.0 14.0 47.7
3-4 Lakhs 26 24.3 24.3 72.0
4-5 Lakhs 15 14.0 14.0 86.0
5-6 Lakhs 7 6.5 6.5 92.5
Above 6 Lakhs 8 7.5 7.5 100.0
Total 107 100.0 100.0
Table 1.3
Table 1.3 shows that high number of the respondents belong to the income category of “Less
than 2 Lakhs”.

Cylindrical Capacity (CC) Motorbike

Frequency Percent Valid Percent Cumulative Percent

Valid 200-299 49 45.8 45.8 45.8
300-399 37 34.6 34.6 80.4
400-499 11 10.3 10.3 90.7
500-599 4 3.7 3.7 94.4
More Than 600 6 5.6 5.6 100.0
Total 107 100.0 100.0
Table 1.4
Table 1.4 shows that most of the respondents use a motorbike having a cylindrical capacity of
200-299.
Amount Paid For The Current Bike

Frequency Percent Valid Percent Cumulative Percent

Valid 100001-150000 50 46.7 46.7 46.7
150001-200000 28 26.2 26.2 72.9
200001-250000 15 14.0 14.0 86.9
250001-300000 8 7.5 7.5 94.4
Above 300000 6 5.6 5.6 100.0
Total 107 100.0 100.0
Table 1.5
Table 1.5 shows that half of the respondents paid an ampunt of 100001-150000 rupees for
buying their current bike and very few people spend more than 250000 to buy a bike.

15
 Amount willing to pay for your next bike

Frequency Percent Valid Percent Cumulative Percent

Valid 100001-150000 21 19.6 19.6 19.6
150001-200000 36 33.6 33.6 53.3
200001-250000 23 21.5 21.5 74.8
250001-300000 11 10.3 10.3 85.0
Above 300000 16 15.0 15.0 100.0
Total 107 100.0 100.0
Table 1.6
Table 1.6 shows that most of the respondents are willing to pay an amount between 150001-
200000 for buying their next bike in future.
Option opted for buying the bike

Frequency Percent Valid Percent Cumulative Percent

Valid Full Cash 43 40.2 40.2 40.2
Loan (EMI) 45 42.1 42.1 82.2
Parent’s Gift 15 14.0 14.0 96.3
Others 4 3.7 3.7 100.0
Total 107 100.0 100.0
Table 1.7
Table 1.7 shows that most of the respondents used Loan option and Full Cash option for buying
their bikes while a very few proportion of respondents got it as parent’s gift and from other
options

16
  Summary Statistics

Statistics
Cylindri
cal Option
Capacit Amount Amount opted
Educati Family y (CC) paid for willing for
on income of the to pay buying
Age (in Qualific per Motorbi (current) for next your
years) ation month ke bike bike bike
N Valid 107 107 107 107 107 107 107
Missi
0 0 0 0 0 0 0
ng
Mean 2.467 2.327 2.682 1.888 1.991 2.673 1.813
Median 2.000 2.000 3.000 2.000 2.000 2.000 2.000
Mode 2.0 2.0 1.0 1.0 1.0 2.0 2.0
Std.
1.2156 .6410 1.5757 1.1017 1.1935 1.3159 .8142
Deviation
Variance 1.478 .411 2.483 1.214 1.424 1.732 .663
Skewness 1.057 -.200 .586 1.434 1.104 .501 .786
Std. Error of
.234 .234 .234 .234 .234 .234 .234
Skewness
Kurtosis 1.396 -.426 -.644 1.588 .290 -.838 .097
Std. Error of
.463 .463 .463 .463 .463 .463 .463
Kurtosis
Table 1.8

2. Reliability Analysis
Case Processing Summary
N %
Cases Valid 107 100.0
Excludeda 0 .0
Total 107 100.0
a. Listwise deletion based on all variables in the procedure.

Table 2.1

17
 Reliability Statistics

Cronbach's Alpha Based on

Cronbach's Alpha Standardized Items N of Items
.987 .988 85
Table 2.2

From the Table 2.2, it can be interpreted that the Cronbach’s Alpha coefficient is 0.987 which
indicates excellently high internal consistency among the scaled items which in turn concludes
that the questionnaire is highly reliable.

3. Factor Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .839
Bartlett's Test of Sphericity Approx. Chi-Square 11087.387
Df 3570
Sig. .000
Table 3.1
As per Table 3.1, KMO of Sampling Adequacy value is .839, which is considered meritorious
as per the requirement of test. This implies that the sampling taken in this research is highly
adequate. From the Significance Value Obtained from the Barlett’s Test of Sphericity indicates
that the factor analysis may be very much useful with the given data collected through the
scaled items as it is less than 0.05. It also indicates that there is strong relationship among the
variables.

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Compo % of Cumulati % of Cumulati % of Cumulati
nent Total Variance ve % Total Variance ve % Total Variance ve %
1 44.17
51.965 51.965 44.171 51.965 51.965 24.535 28.864 28.864
1
2 5.764 6.781 58.747 5.764 6.781 58.747 13.512 15.897 44.761
3 3.242 3.814 62.561 3.242 3.814 62.561 8.611 10.130 54.892
4 2.123 2.498 65.059 2.123 2.498 65.059 4.190 4.930 59.821
5 1.991 2.343 67.401 1.991 2.343 67.401 3.129 3.681 63.503
6 1.713 2.015 69.416 1.713 2.015 69.416 2.716 3.195 66.698

18
7 1.449 1.704 71.121 1.449 1.704 71.121 2.148 2.527 69.225
8 1.333 1.569 72.689 1.333 1.569 72.689 1.796 2.113 71.338
9 1.290 1.518 74.208 1.290 1.518 74.208 1.483 1.745 73.083
10 1.076 1.265 75.473 1.076 1.265 75.473 1.406 1.654 74.737
11 1.068 1.257 76.730 1.068 1.257 76.730 1.399 1.646 76.383
12 1.030 1.212 77.941 1.030 1.212 77.941 1.325 1.558 77.941
13 .942 1.109 79.050
14 .900 1.059 80.109
15 .870 1.023 81.132
16 .852 1.003 82.135
17 .752 .885 83.020
18 .731 .859 83.879
19 .721 .848 84.728
20 .680 .800 85.528
21 .644 .758 86.285
22 .608 .716 87.001
23 .598 .703 87.704
24 .569 .670 88.374
25 .518 .610 88.983
26 .511 .601 89.585
27 .493 .580 90.165
28 .485 .570 90.735
29 .463 .545 91.280
30 .436 .513 91.793
31 .412 .484 92.277
32 .382 .450 92.727
33 .375 .441 93.167
34 .368 .433 93.600
35 .324 .382 93.982
36 .315 .371 94.352
37 .297 .350 94.702
38 .274 .323 95.025
39 .261 .307 95.332
40 .252 .297 95.628
41 .237 .279 95.908
42 .227 .267 96.175
43 .221 .260 96.435
44 .201 .237 96.671
45 .189 .222 96.894
46 .183 .215 97.109
47 .170 .200 97.309
48 .162 .190 97.500
49 .155 .183 97.682

19
50 .151 .177 97.860
51 .139 .164 98.024
52 .131 .154 98.178
53 .122 .143 98.321
54 .114 .134 98.455
55 .111 .131 98.586
56 .101 .119 98.705
57 .093 .109 98.814
58 .082 .097 98.911
59 .082 .096 99.007
60 .078 .092 99.099
61 .077 .091 99.189
62 .068 .080 99.269
63 .062 .073 99.342
64 .057 .067 99.409
65 .053 .063 99.472
66 .047 .055 99.527
67 .046 .054 99.581
68 .044 .052 99.634
69 .037 .043 99.677
70 .032 .038 99.715
71 .032 .038 99.753
72 .029 .034 99.787
73 .027 .032 99.819
74 .026 .031 99.850
75 .023 .027 99.877
76 .021 .024 99.901
77 .016 .019 99.921
78 .015 .018 99.939
79 .013 .015 99.954
80 .010 .012 99.966
81 .009 .011 99.977
82 .007 .008 99.985
83 .006 .008 99.993
84 .004 .004 99.997
85 .003 .003 100.000
Extraction Method: Principal Component Analysis.
Table 3.2

Table 3.2 The cumulative percentage value of the Rotation Squared Loadings of the Total
Variance Explained is more than 60% (i.e., 77.941%). Thus the variance among the total
items are acceptable and satisfying.

20
 Figure 3.1
As per Figure 3.1, the pattern of the scree plot is ideal with a steep curve followed by a bend
and a straight line showing uniform distribution of variability among items. The first four
factors amount to greater proportion of the variablility and the remaining factors account for
small proportion of variability.

Rotated Component Matrixa

Component
1 2 3 4 5 6 7 8 9 10 11 12
BL12 .849
BL11 .813
BL8 .807
BL13 .803
BL15 .797
BL10 .793
BL5 .789
BL14 .782
BL9 .776

21
WM1 .733
BL7 .732
BL4 .721
WM4 .717
WM5 .716
BL6 .713
BT10 .708 .451
BR3 .705
BL1 .705
BR4 .705
BL2 .703
BT12 .698
WM3 .695
WM7 .693
BT16 .691
BT11 .683 .404
WM2 .674
BR2 .673
BL3 .670
BT9 .670 .497
BT15 .668
BT14 .663
WM6 .650
BT7 .646 .468
BT8 .644 .537
WM8 .644
BR1 .627 .403
WM9 .623
BT13 .597
BT6 .596 .497
S7 .452 .417
E3 .747
E2 .745
E7 .735
E9 .721
E8 .721
E4 .707
E1 .705
E6 .701
E10 .670
E5 .670
C5 .591
C1 .578

22
S6 .575 .481
C2 .561 .423
C8 .548 .433
S5 .537 .524
C3 .505 .433
S4 .483 .479
C6 .432 .482
S8 .479
BT1 .420 .476
S9 .429 .475
S11 .411 .422 .421
SO6 .781
SO7 .775
SO4 .774
SO10 .770
SO9 .750
SO2 .749
SO8 .730
SO3 .723
S011 .680
SO1 .407 .632
S3 .616
S2 .469 .586
S1 .466 .562
S10 .528
C9 .517 .554
C7 .526 .531
C4 .431 .498
SO5 .778
BT2 -.449 -.627
BT3 .792
BT4 .875
BT5 .495 .500
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 22 iterations.
Table 3.3

23
4. Correlations
Correlations
BrandPers BrandTr BrandRelat BrandLoy WordofM
onality ust ionship alty outh
BrandPersonal Pearson
1 .736** .780** .730** .817**
ity Correlation
Sig. (2-tailed) .000 .000 .000 .000
N 107 107 107 107 107
BrandTrust Pearson
.736** 1 .854** .849** .839**
Correlation
Sig. (2-tailed) .000 .000 .000 .000
N 107 107 107 107 107
BrandRelation Pearson
.780** .854** 1 .863** .848**
ship Correlation
Sig. (2-tailed) .000 .000 .000 .000
N 107 107 107 107 107
BrandLoyalty Pearson
.730** .849** .863** 1 .902**
Correlation
Sig. (2-tailed) .000 .000 .000 .000
N 107 107 107 107 107
WordofMouth Pearson
.817** .839** .848** .902** 1
Correlation
Sig. (2-tailed) .000 .000 .000 .000
N 107 107 107 107 107
Correlation is significant at the 0.01 level (2-tailed).

Table 4.1

From Table 4.1, it can be interpreted that the correlation among all the variables is significant
since the correlation is significant at the 0.000 level (<0.05 level of significance) There exist a
strong positive correlation between the brand personality, brand relationship, brand trust, brand
loyalty and Word of Mouth.
There is acceptable significance (<0.05 level of significance) between Brand Trust and Brand
Personality, Brand Relationship, Brand Loyalty and Word of Mouth and also there exists a
strong positive correlation between them.
There is acceptable significance (<0.05 level of significance) between Brand Relationship and
Brand Trust, Brand Personality, Brand Loyalty and Word of Mouth and also there exists a
strong positive correlation between them.
There is acceptable significance (<0.05 level of significance) between Brand Loyalty and
Brand Personality , Brand Trust ,Brand Relationship and Word of Mouth and also there exists
a strong positive correlation between them.

24
There is acceptable significance (<0.05 level of significance) between Word of Mouth and
Brand Personality, Brand Trust ,Brand Relationship and Brand Loyalty and also there exists a
strong positive correlation between them.
Since there is a strong positive correlation between brand loyalty and all other factors, the H1
and H2 are accepted.

5. Regression
Variables Entered/Removeda

Model Variables Entered Variables Removed Method

1
WordofMouth,
BrandPersonality,
. Enter
BrandTrust,
BrandRelationshipb

a. Dependent Variable: BrandLoyalty

b. All requested variables entered.
Table 5.1

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
1 .927a .860 .855 .35747
a. Predictors: (Constant), WordofMouth, BrandPersonality, BrandTrust, BrandRelationship
Table 5.2

As per Table 5.2, The R shows a value of 0.927 which indicates that there is a high degree of
positive correlation between the Dependent Variable(brand loyalty) and The Independent
Variables(WordofMouth, BrandPersonality, BrandTrust, BrandRelationship).
R2 shows a value of 86% which indicates how much of the variation in dependent variable can be
explained by the independent variables. 86% indicates a very large value. This shows independent
variables have a huge positive impact on the dependent variable.

25
 ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 80.082 4 20.020 156.672 .000b
Residual 13.034 102 .128
Total 93.116 106
a. Dependent Variable: BrandLoyalty
b. Predictors: (Constant), WordofMouth, BrandPersonality, BrandTrust, BrandRelationship
Table 5.3

As per Table 5.3, it can be inferred that the regression model predicts the dependent variable
significantly well. Since the significance value corresponding to Regression is .000, which is less
than 0.05. Thus it indicates that the regression model used here is a suitable one for the given data
and it statistically significantly predicts the outcome of the relationship between dependent and
independent variables.
Coefficients
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .036 .199 .182 .856
BrandPersonality -.160 .085 -.126 -1.873 .064
BrandTrust .248 .099 .195 2.493 .014
BrandRelationship .267 .076 .289 3.486 .001
WordofMouth .597 .085 .596 7.009 .000
a. Dependent Variable: BrandLoyalty
Table 5.4

As per Table 5.4, it is understood that every independent variables except Brand Personality is
Significant in influencing Brand Loyalty since it is having a significance value 0.64, which is
greater than 0.05, the acceptable level. Thus the null hypothesis is accepted in place of H3.
Other three variables (Brand Trust, Brand Relationship and Word of Mouth) are significant as
it shows a significane value less than 0.05 and among them Word of Mouth is having a perfect
significance value and the highest Beta and t test values. Thus these three variables have
influence on the brand loyalty, where the most influencing variable being the WOM
thusaccepting the H4.

26
FINDINGS
The various analysis that was undertaken with the data proved that the reliability of the
questionnaire is excellent and the inter consistency among the scaled items are extremely
perfect. The values of KMO of Sampling Adequacy resulted in the understanding that the
sampling taken for the study is adequate and Bartletts test emphasises the strong relationship
among the variables. The study found that every variables are strongly inter related and are
having a very strong positive correlation with each other. The research found that the
hypotheses, H1, H2, and H4 are accepted and in the third context(H3), null hypothesis took
relevance. In the regression analysis, the model summary and ANOVA, came to the finding
that there is a strong positive relationship between the dependent and independent variables
and the coeffecients helped in finding that Word of Mouth(WOM) has the biggest influence
and the strongest relationship with brand loyalty. The strength of relationship of brand loyalty
with brand relationship and brand trust are pretty strong but only after the magnitude of strength
between loyalty and WOM. Brand personality has the least influence on brand loyalty

CONCLUSION
Every research leads to a new conclusion as it is behaviourally affected the maximum. The
research concludes that every result or finding is a matter of perception and thus we are
studying perceptions and not facts. The study concluded with a finding that the factor that
makes the people more loyal to the brand is the word of mouth publicity that it gains and thus
the same is tested and proved. The study extends the scope of studying further the reason why
WOM prevails over the other factors while influencing Brand Loyalty. The study extends the
further scope of providing inputs to the motorbike brands especially while marketing their
bikes. This can further help in the research and development activitis of the concerned brands.

27
 ANNEXURE
QUESTIONNAIRE
The following survey is conducted to measure different bike brands and user experience with
their high end (Premium) motorbikes. The survey will take about 15 minutes to complete and
will be used for academic research. The research attempts to study brand personality and brand
relationship with motorbikes. Thank you for your time.

 Name - (Optional)
 Age in years - (a) 18-21 (b) 22-25 (c) 26-29 (d) 30-33 (e) 34 – 37 (f) 38 – 41 (e) 42 – 45 (f)
46 – 49 (g) 50 – 55 (h) >55
 Education Qualification – (a) Diploma (b) Under Graduation (c) Post Graduation (d) Others
(Specify) 
 What is your family income per month?
(a)<2,00,000 (b) 2,00,000 – 3,00,000 (c) 3,00,000 – 4,00,000 (d) 4,00,000 – 5,00,000 (e)
5,00,000 – 6,00,000 (f) >6,00,000

 What is the Cylindrical Capacity (CC) of your Motorcycle?

(a) 200-299 (b) 300-399 (c) 400-499 (d) 500-599 (e) >600
 How much did you pay for your (current) bike?
(a) 1,00,001 – 1,50,000 (b) 1,50,001 – 2,00,000 (c) 2,00,001 – 2,50,000 (d) 2,50,001 – 3,00,000
(e) >3,00,000

 How much are you willing to pay for your next bike?
(a) 1,00,001 – 1,50,000 (b) 1,50,001 – 2,00,000 (c) 2,00,001 – 2,50,000 (d) 2,50,001 –
3,00,000 (e) >3,00,000
 Which option did you opt for buying your bike?
(a) Full cash (b) Loan (EMI) (c) Parents’ Gift (d) Others (Specify)

All the bikes from the 200-600 CC categories will be listed for selection of the respondents

Instruction: Please provide your views on your high end (premium) motorcycle. The
research deals with brand relationship and brand personality. Kindly select the column
applicable to you.

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
1 2 3 4 5

S.No Items
Competence
1 Reliable

28
2 Hard-Working
3 Secure
4 Intelligent
5 Technical
6 Corporate
7 Successful
8 Leader
9 Confident
Sincerity
10 Down-to-earth
11 Family Oriented
12 Small-town
13 Honest
14 Sincere
15 Real
16 Wholesome
17 Original
18 Cheerful
19 Sentimental
20 Friendly
Excitement
21 Daring
22 Trendy
23 Exciting
24 Spirited
25 Young
26 Imaginative
27 Unique
28 Up-to-date
29 Independent
30 Contemporary

Sophistication
31 Upper-Class
32 Glamorous
33 Good-looking
34 Charming
35 Feminine
36 Smooth
37 Outdoorsy
38 Masculine

29
39 Western
40 Tough
41 Rugged
42 I trust this brand
43 This brand cannot be counted on to do its job*
44 I feel that I can trust this brand completely
45 I cannot rely on this brand*
I feel secure when I buy this brand because I know that it will never let
46 me down
47 This brand symbolises the kind of person I really am inside
48 This brand reflects my personality
49 This brand is an extension of my inner self
50 This brand mirrors the real me
51 This brand contributes to my image
52 This brand adds to the social "role" I play
53 This brand has a positive impact on what others think of me
54 This brand improves the way society views me
This particular brand has a differentiated image in comparison with the
55 other brands
56 This particular brand has a clean image
57 This particular brand is well established

58 This is a wonderful brand

59 This brand makes me feel good
60 This brand is totally awesome
61 I am very attached to this brand
62 I consider myself loyal to this brand
63 I buy this brand whenever I can
64 I buy as much of this brand as I can
65 I feel this is the only brand of this product I need
66 This is the one brand I would prefer to buy/use
If this brand were not available, it would make little difference to me I
67 had to use another brand
68 I would go out of my way to use this brand
I intend to continue to purchase goods from the brand that I regularly
69 use
I intend to acquire product information from the brand that I regularly
70 use
I intend to recommend the brand that I regurlarly use to the people
71 around me
I intend to use the brand that I regularly use as the priority brand for
72 future purchase

30
 Except for any unanticipated reasons, I intend to continues o use the
73 brand that I regularly use
I am willing to pay a higher price for products of this brand than for
74 other brands
I am willing to pay a lot more for this brand than other brands in this
75 category
I am willing to pay less or more money for the brand of my choice over
76 other brands of product category

77 I really like to talk about this brand with others

78 I am always interested in learning more about this brand

79 I would be interested in merchandise with this brand's name on it

80 I am proud to have others know I use this brand

81 I like to visit the website for this brand

82 Compared to other people, I closely follow news about this brand

83 I will say positive things about this brand to other people

84 I will recommend it to someone who seeks my advice

85 I will encourage friends and relatives to buy the brand

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