AN ANALYSIS OF THE EFFECTIVENESS OF BRAND LOYALTY ON CUSTOMER RETENTION: A CASE STUDY OF PRIMARK UK

Answer :

Abstract

The research conducted by the researcher aims to evaluate the effectiveness of brand loyalty in order to retain the customers of Primark UK. The first chapter of the research aims to identify the background of the selected research topic  Moreover, the issues identified by the researcher d along with the structure of suitable objectives and aims of the overall study has been discussed by the researcher.

In the second part, the study further discussed the emphasis and link of the different models and theories of brand loyalty and customer retention for an organisation. The depth of the further made analysis, has been developed within literature review of the research. However, the research gave made efforts to analyse the previous study being marked for the research topic as selected by the researcher.

The research methodology chapter tends to analyse the exact methods that has been applied by the researcher in order to conduct the study in an appropriate manner. Moreover, the proper utilisation of research design and research approach and its philosophy has been analysed and then applied as per the requirement of the research. In addition to the above discussion, the efforts made by the researcher aims to select the suitable and appropriate methods of research. As a result of the above made selection, the researcher can structure the effective methods in order to collect data in an authentic manner.

The research findings and analysis chapter further simplifies the applied qualitative and quantitative analysis as being conducted by the researcher. The researcher makes effort to collect data from both surveys and interviews held for the customers and managers of Primark. Moreover, with the help of tables, chart and graphs, the researcher have analyzed the collected data.

The final chapter marks for the conclusion and recommendations suggested as per the analysis held in the previous chapter. Therefore, efforts are made for the recommend the required strategies to be applied by the future researchers along with their limitations.     

Acknowledgment

I would like to thank, in the first place, all the participants and the personnels who has helped me in every way to conduct this research this study and that has turned to be one of the valuable experiences gathered by me till date. Through this research I have been able to explore multiple connotations, variable information and data that has enhanced my analytical skills and contributed to my academic knowledge as well. All these credit goes to my professors who have given me the opportunity to conduct this research and helped me in every possible ways with positive encouragement. The assistance and guidance of my professors has helped me go beyond my limits and reach the paramounts of contributing new concepts to the related topic. A huge thanks to all my professors, friends, family and the participants for supporting me throughout this research study.

Chapter 1: Introduction

1.1 Background

Customer retention by any organisation is dependent on  multiple factors among which the brand image along with its value to the customers  is the most crucial one. Branding of a product by any organisation allows the organisation to be be different among all the identical products that are produced or provided by other organisations in the same industry. The brand mostly works as a symbol of any company which helps in the creation and establishment of brand loyalty that is crucial for the customers retention. However, sole branding is not the key to customer retention (Maity and Gupta, 2016). Off late it is discerned that organisations go for organising branding programs, customer retention programs with the aim to satisfy the customers, retent the existing customers and attract the new ones as well. Multiple organisations in the same industry struggle to retent their customers which is again very significant for competitive advantage thereby giving the organisation sustainability. Kang et al. (2015) opined that customer retention is the sole priority of every other organisation which they seek to achieve through branding. However, branding never gets established overnight, it requires to give expected performance that makes the customer loyals towards the brand thus giving place to brand loyalty. Branding works as a staple to the strategies that are built by any organisation  

1.2 Problem Statement

The problem statement of this research study is that whether brand loyalty has any role to play in the retention of the customers in this era of globalisation where competition is huge and retention for the customers is the utmost requirement for survival and sustainability. There are studies that claim that branding and its loyalty by the customers are helpful in customer retention and some other studies claim that branding alone cannot help in customer retention. 

1.3 Purpose of the study

The purpose of the study is explore the role and the quotient of the contribution of brand and its loyalty by the customers in retention of the customers. Through the research study a critical insight will be available about the brand loyalty and the requirement of customer retention which will serve the purpose of giving the reader and the business organisation the necessity of branding in positive or negative connotation as will be evident from the research at the end of the study.  to explore the quotient tof contribution of brand loyalty in customers retention that will allow the readers and the business organisation to foresee the requirement of the 

1.4 Research objective

The aim of this research is to collect the viewpoints of the customers in terms of their purchase intention and purchase decision. To be more precise whether the customers look for brand loyalty in purchasing products or not, whether they are loyal or not. Moreover the interview of the managers wills also registerd to know the viewpoint as well regarding the effectiveness of brand loyalty in customers retention. Thus the aim of exploring the effectiveness of brand loyalty in customer retention will be achieved. 

The research objectives are as follows: 

• To explore the role of branding in influencing the customers
• To identify the role of brand loyalty in impacting hte purchase behaviour of the customers
• To find out the effect of branding in retaining the customer which counts for strategies

1.5 Rationale of the research

The reason behind this research study is to explore the actual role of and significance of branding in the retention of the customers. There are many factors which can be brought to light after the completion of the research study. Therefore, this research is going to be very helpful that will give future scope for further research based on the current findings. There is always an inclination of the customers towards the branded products however, its extent of effectiveness varies from customers customers to customers.. The traits of the variation can be conducted measured through the collection of the data that are further carried in this research study making the choice of the topic more rationale than ever. 

1.6 Research questions

The research question related to this research study includes the following:

• Is there is any direct connection of brand loyalty to customers retention?
• Does customers get affected by the brand image?
• Is the sales of te product impacted b y brand loyalty?
• Are there any other factors affecting the customers retention?

1.7 Research Hypothesis

This is the basis of reasoning before the truth regarding any topic is found. The hypothesis related to this topic are related to the finding of the relationship between the two variables that are taken. These two variables being the brand loyalty and the customer retention. The hypothesis aligned with the aims, objectives and the research questions includes the following:

• Hypothesis 1: Brand loyalties effect the customers of Primark

This particular hypothesis stresses on the effectiveness of brand loyalty.

• Hypothesis 2: brand image is related to the perception of the brand by the customers in general and in relation to Primark

This hypothesis explores the actual viewpoint of the customers and the impact of brand on them.

• Hypothesis 3: There are other factors influencing the customer retention other than brand loyalty. 

This explores the required activities by any organisation like that of Primark to retain customers 

• Hypothesis 4: there are multiple factors and skills required to be attained by organisation to achieve brand loyalty. 

This attributes to the other factors like customer satisfaction, price of the product, quality of the product and the like. 

1.8 Structure of the research

The structure of the topic is hereafter that will help in keeping the synchronisation between the research activities and initially give the reader a clear idea about the elements in the research topic:

Chapter 1 : Introduction 

            This particular chapter includes the background of the topic along with the purpose, aims and objectives, research questions, purpose of the study and rationale of the study. 

Chapter 2: Literature Review

            In this chapter, the already existing data, information, established concepts and theories are critically analysed that will allow the reader to get all the aspects of the topic including the positive and the negative sides as well. 

Chapter 3: Research design and Methodology

            This chapter elaborately provides the used techniques and methodologies that are employed while conducting study. The methodology of any research study is very crucial as the data collection process, the most integral part of the research is dependent on the choice and the use of the tools and the techniques of the research. 

Chapter 4: Findings and Discussion

            The collected data and information on the related topic is analysed in this chapter that helps to find out the results and paves the way to come a specific conclusion. The analysis shows whether the findings are at par with the hypothesis that are mentioned earlier. The analysis is done through the employment of different data analysis techniques along with excel, graphs so as to give a quick, clear and concise view of the collected data. 

Chapter 5: Conclusion and recommendation 

            This is the last chapter where the findings are summarised after completion of the research and the analysis. Based on the important findings, recommendations are gives related to the topic to the Primark UK that may be potentially helpful for the organisation in the long run.         

Chapter 2: Literature Review 

2.1 Introduction

This is essential to have loyal customer base for any organization which has well brand name. The target customers are the major consumer of the company and the retaining of them is the essential aspect of the same company. This becomes the important thing to gain more customers in order to increase the profit and revenue and lead within the competition market. the study on the topic which is the effectiveness of brand loyalty over retention of customers. The customers are of the organization Primark (Primark.com. 2017). The organizations try to increase their customer base and this is only possible when the existing customers are with prior satisfaction. The satisfied customers influence other people to purchase the products that satisfied them or from the brand that have successfully satisfied the customer requirements. 

2.2 Brand loyalty

Brand loyalty is the process of consumer behavior in which the consumers get committed towards the brand and have repeated purchases from the existing brands over long time. There are customers who buy products and get services from any single brand after getting positive impact from that company or brand (Albert and Merunka, 2013). These kinds of consumers are called as the loyal customers of the brand. The loyal consumers buy products at constant from the preferred brand and hence this creates brand loyalty. 

2.3 consumer buying process

Consumers have certain buying process. This process involves the problem identification or requirement of purchasing products, searching of information, evaluation for the alternatives, making purchase decision, purchase of the product and finally the post purchase evaluation (Lu et al. 201). In the identification of the problem there is finding of the purpose to buy any kind of products or having any kind of services. This process is generated from the desire of have any product or requirement of having any products. When the desire and requirement of buying products or services are identified the next step of the consumer is to gather information on the products and its every aspect of various products that are available within the market (Rasheed and Anser, 2017). In the evaluation for the alternatives the consumers search for the alternatives of the same products within the market and make complete evaluation of them. They compare all the available products of similar kind and evaluate all the aspects of those products. They compare the brand, pricing, quantity, quality and value for money of the products and then yield the result to buy any selected product from the market.

 
Figure 1: consumer buying process
(Source:Lambert-Pandraud et al. 2017 )

After comparing the alternative products that are available in the market the consumer comes to a decision for buying the final decided product that have the ability to fulfill the consumer’s desire and meet the customer satisfaction level (Lin, 2016). After deciding the purchase option the consumer buy them. This is within the purchase phase. The purchase phase is not the final stage of the consumer buying process. After buying the finally decided products they evaluate the product that they had bought. They find whether the purchased product is right or not or have any issues with the product and whether the other products in the market are better or not. They evaluate if the products is of wrong purchase. This stage is called the post purchase evaluation which is the essential phase of any consumer (Popp and Woratschek, 2017). Based on the post purchase evaluation on the purchased product the further buying of that same product depends highly. The consumers evaluate the product and this becomes the feedback on the product and the further purchasing depends on the fact of effectiveness of the product. When the consumers get satisfaction from the previous buying of any product they proceed with the repeated purchase of the same product or any other product from the same brand. This indicates proper brand loyalty towards any particular brand.

2.4 consumer buying behavior

Figure 2: consumer buying behavior

(Source:Esmaeilpour, 2015)

Consumers have varied buying behavior. This is due to the variation of different aspects of the consumer. The consumers are of different cultures and social aspects. There are also factors like the personal as well as psychological factors that affect the consumer buying behavior (Candan et al. 203). The cultural factors include the culture of the consumer, subculture of them along with the social class. The cultures of different consumers are different and according to their cultures their requirement of buying products will be different. This also have the different urge of product buying which vary according to the consumer’s subcultures. Different social class consumer also has different behavior. Social factors include reference group, family, different roles and status of different consumer. This creates effect on the consumer buying behavior (Alhaddad,  2014). The consumers get reference of various products from their known people and get influence on those references.
Family of the consumers also influences the buying behavior. The other members of the family do create impact to allow any products which the consumer wants to buy. Various consumers have their different roles and status which indicate the kind of product purchase. The low status consumers buy products that are from small businesses and costs less while in the other hand the high status consumers follow to buy the branded products that suits their roles and status. The buying behavior also affects due to the personal factors which comprise of the age, life cycle, occupation, economic condition, situation, lifestyle, personality and self concept. Different occupation creates difference in the buying behavior of the consumers. Low economic consumers buy less costly products while the higher economic consumers try to buy the products that suites their economic status within the society and surroundings (Cardinale et al. 2016). Personality suggests types of products the consumers can buy and have their specific desires of buying products also. Often there are self concepts about the products and on the purchasing. This creates variation on the consumer buying behavior.
Due to the psychological factors the consumers get different behavior on their purchase decision. Whether there are requirement of purchasing any product, the consumers get various motivational factors from different prospects (Hameed, 2013). The friends who have purchased any product creates influencing factors to buy the similar kind of products or better than the one purchased by the friend. From various learning and attitudes consumers get influenced to make purchase decision.

2.5 Various kind of market

There are mainly two kinds of market. They comprise of the perfect competition market and imperfect competition market (Muchardie et al. 2016). The perfect competition market has large number of consumers and sellers. There are various homogenous products. This kind of market generally has the free entry as well as exit for both the buyers and sellers. Here each seller does sell small portion in total. There is no influence by any single seller over the market. In this kind of market the sellers are the price taker. For a perfect competition market there exist similar products which are also similar in price and cost (Barreda et al. 2015). The sellers and consumers can enter in to this market and may exit at any time they like. There is no such control by government or any other authorities over this kind of market. There are no such artificial restrictions. This market also does not require transportation cost. There are information on the prices and technology (So et al. 2013).

Imperfect competition market for business is very huge. There are no small businesses within this kind of market. The prices of the products and services are made by the companies. There is huge competition as well as expansion to the global markets also (Huang and Sarigöllü, 2014). There is involvement of the government and other authorities and they regulate the tax and other aspects of the business. There are variation of products and the customers have wide range of products to choose from.

2.6 The effectiveness of brand loyalty on customer retention

The brand loyalty nowadays become very crucial competition and this require maintaining by the organizational management. Brand loyalty creates major factors for the management of Primark to focus on the improvement and customer retention (Romaniuk and Nenycz-Thiel, 2013). The brand indicates the company name, its signature and symbol that are generally used for representing any products. This is for easy identifying by the customers that the products are from which brand. Selection of the exact brand becomes the critical process by the customers. However the customers generally focus on the brands which have consistently having good name as well as fame within the competition market. Different researcher defined the brand loyalty in different ways. The brand loyalty provides satisfactory aspects to the customers. This is the duty of both the customers as well as brand to be loyal with each other (Nysveen and Pedersen, 2014). The brand creates positive impact over the customer’s mind. When the product is of non brand the customer feel that the products are not of great quality. The products might not be the genuine. On the other side the brand which is well known for its goodwill for longer tome the customer rely on them the most. The brand loyalty develops strong relations with their existing customers and this attracts the new customers.

Customers judge every aspect of the products and services before buying them. Customers compare the every possible alternative of the products that they like to purchase and get services. The product and services which are available from the non branded company or without a brand name, creates impact over the consumers mind. For any organization this is essential to establish their customer base. This is the most essential thing to perform by an organization to retain their existing customers (Wilson and Persson, 2017). The product or services that the business offers to their customers must be effective and have the capability to satisfy the customers as well as consumers. So in order to retain the customer base the company must retain its brand name at better level. This would allow the company to make effective business and increase theory revenue which is the credit to brand loyalty.

2.7 Value for money of Primark

The company, Primark is conscious on the fashion retail store which sells apparels in the countries like United Kingdom, Netherlands, Spain, Germany, Portugal and Belgium. This is the company which has grown very drastically and does not depend on the online marketing. The business was successful to provide value to its business and to their customers (Lam and Shankar, 2014). The company has various plan in order to provide various value creating activities. They have the strategy to source the products very efficiently in order to maintain their product price al lower level. They make simple design of their products which are easily liked by the customers. They use the local fabrics as well as trims locally which allow them to get the resources at lower costs and this is the aspect that the company can provide their products to the customers at cheaper rates. The company has the policy to focus on the popular sizes. They buy the raw materials from their suppliers at high volumes which provide them to get the materials at cheaper rates. The qualities of their products are satisfactory and the customers get satisfaction from buying their products. The company has their goodwill to make the customers satisfy. This retains their customers as well. The customer base increases and the existing customers influence the new customers to purchase products from the Primark (Laroche et al. 2013). Thus the products of the Primark are able to satisfy the customers and the costs are also lower due to the proper business strategies managed by the company. This creates positive impact on the customers and the brand loyalty retains resulting to retain of the company’s customers.  

2.8 Establishment of the brand value chain

Establishment of brand value chain is very crucial for any organisation and Primark is no exception. The brand value chain consists of the steps that a customer goes through before purchasing any product and brand value chain is one of them. The customers goes for the assessment of the sources and the information on the product that is directly related to the brand image of any product. The process is established by the organisation through the employment of multiple strategies in a processed way (Keller, 2016). These actually include the marketing essentials and are related to the sales as well since the customer's purchase intention and decision is also related. The steps include: marketing, customer mindset, market performance, shareholder value in relation to the program quality, market place condition, investor sentiment. 

Figure 3 : brand value chain

(Source: Keller, 2016)

2.9 Brand value towards the customers

The brand loyalty is dependent on a give and take policy. To be more elaborate, the organisations provide brand image try to establish brand equity and the approach of the customers towards the brand determines the brand value and subsequently the brand image. In this case the marketing mix strategised by by organisation is very crucial that may make or mar the value of the brand of any company. Therefore, the professionals who strategize the marketing mis and aims at achieving the brand value from the customers need to know the perception and the approach of the customers towards the brand. There are numerous factors that determines the approach of the customers in apositive way that is helpful in building the brand value. This may include, emotional attachment, long relationship with the product, satisfaction of the customers, after purchase relationship with the customers through feedbacks and many more (Huang and Sarigöllü, 2014). 

2.10 Conclusion

This particular chapter gives a clear view about the different requirements and other marketing requirements that are necessary for te establishment of the  brand value. To conclude, in the first place, brand value needs to be established so that the organisation may aim strategising plans for the brand loyalty. The factors that are discussed above are interrelated and reveals the significance of those elements in the establishment of brand loyalty as well as customer retention. The existing literature that is reviewed in this section shows that the branding is necessary for the retention of the customers however, the difference in retaining the customers lies on the approach and organisational plans executed by any company like that of Primark. 

Chapter 3: Research design and Methodology 

3.0 Introduction:

The research design and methodology deals with various tools and techniques required to complete the research work in a successful manner and to gain strategic potential based on the choices. As refereed by Bloch  et al. (2014), research design and methodology implements a strong area in which the entire study could be easily conducted through systematic manner that helps to achieve success. The main objective of this work lies with highlighting various approaches made by the author to complete the work. According to Mejlgaard,  (2014), various sample size could be easily obtained from the research design and important things could be easily obtained. It is important to conduct the research design and methodology sections to make the proper path required in the research work.

3.1 Research onion

Figure 4 : Research Onion

(Source:  Bryman, 2015)

In the research design and methodology, there are various sections that makes the entire research work easily understood by the researcher. The first components make the tactical and strategic formation that includes design approach, philosophy. The second components lies with various applications that make the entire data collected in a process that makes the entire presentation in an easier manner. As noted by Choi et al. (2016), maximum research work is incomplete due to inappropriate methods of selection of work. In this case, author has been focused with the positivism philosophy in the primary stage to make the research work in a positive manner. However, the author has also focused on the deductive way of approach and descriptive design to make the exact flow of the research study. As referred by Corbin  et al. (2014), the information are gathered by two types of process that includes with secondary and primary of sources that makes the combination of qualitative and quantitative data. The size of sample required could be easily known from the simple method of random sampling. In the quantitative data collection method the simple random sampling on the other hand purposive sampling method are used in the qualitative techniques.    

3.2 Research philosophy

Figure 5 : Research philosophy

(Source: DePoy and Gitlin, 2015 )

 The research philosophy provides the mentality required to complete the research work at the primary stage. However, this makes the proper path needed to carry out in the successful manner. As opined by Fraley and Hudson, (2014), researcher uses this method to find the nature required in the research work. There lies with four type of research philosophy that formulates the design of the successful research work. These include with positivism, interpretevism, post positivism and realism. There are various methods of philosophy carried out by the researcher to shed the light on the right research work. In the epistemology, philosophy lies with the components that includes of the knowledge of human beings. Galletta, (2013) noted that in the section of ontology philosophy provides the study of nature. All the traditional ethics, values and aesthetics arise from the study of axiology philosophy. In the epistemology research philosophy, arise from the three components that the research mainly uses to complete the research work. It lies with realism, positivism and interpretivism. According to Gregor and Hevner, (2013), positivism research philosophy provides positive phenomena that helps to accumulate various methods of scientific process. The realism philosophy depicts from the real occurrence that are used to make the research work vital. In the interpretivism provides the responses of human required to complete the research work.  

3.2.1 Justification required for choosing positivism

In this research work, the researcher has been selected with the positivism research philosophy. The positivism provides the research work to follow the desired path required to finish the research work successfully. This would help the researcher to draw positive outcome that arise from the scientific information. The current research work has been focused on the effectiveness of brand loyalty on the customer retention. The positivism philosophy helps to gather, as much information required holding the customer for the company of Primark, U.S through brand loyalty and customer loyalty. The researcher has also carried out all the mathematical things to ensure the brand loyalty lies among the customer by the positivism philosophy. This positivism philosophy is the most appropriate method required in the research philosophy.

3.3 Research approach

Figure 6 : Research approach

(Source: Gunn and Løgstrup, 2014)

The research approach provides the topic of the research work in such a manner that help to reveal the exact area. This makes the proper planning at the time of formulating the research work. As stated by Houghton et al. (2013), the maximum areas of the research work is dependent on the approach made by the researcher. This provides the entire mechanism of all the activities carried out to obtain the research work. There are two types of research approach followed in the research work. This are based to achieve the fixed goal and nature of the research work. The two-research approach lies with deductive and inductive approaches. As opined by Humphries, (2017), inductive process of approach helps to gather huge data at the time of choosing of the particular one. In the inductive approach starts with the observation, process that assist the researcher to accumulate vital information and improve the path for conducting of research work. According to Lee et al. (2014), inductive approach provides to develop new theory from any topic through close observations. In the deductive way of approach implements the process that follows with the practical implications arise from the existing research data. This approach helps to develop a theory with the help of various concepts from the analysis of information. The deductive approach depends on the nature of the research work and helps to forms the better analysis of information to obtain exact result.

3.3.1 Justification for choosing of deductive way of approach

The current research work deals with the various concepts of the customers that help to take proper decision on the brand products. In this case, Primark of U.K needs to increase the brand loyalty through customer retention. In order to understand the behaviour of the customer, there is a necessity to follow a proper approach that could help the researcher to make it known. The inductive way of approach could not be carried out in the current topic. This is because no such new components in theory work on brand loyalty has been emphasised in the research work by the researcher. The deductive way of approach helps to make a better approach of the customer at the time of developing of decision on the particular brand products. This helps the researcher to make a better approach through deductive ways about the importance of role in branding of products that helps to increase the brand loyalty in the company of Primark, U.K.

3.4 Research design

Figure  7: Research Design

(Source: Lester et al. 2014)

The research design provides the platform for making the entire research work successful. Ss referred by O'Leary et al. (2013), research design provides the main objectives in the entire research work. The appropriate answer could be obtained from research design that helps to conduct proper decisions.  As opined by Sandoval, (2014), the research design to get the proper answer from the various task required in the research work. A proper kind of approach is required in the research design to make the better way of description for the topic. There are three kind of research design that arise from exploratory, descriptive and explanatory research design.

In the exploratory design provides the researcher to implement various ideas and thinking that help to finish the research work in a successful manner. As stated by Pool and Laubscher, 2016), descriptive research approach provides the exact information required in the branding of the products to ensure brand loyalty among the customers. The explanatory research design provides the occurrence that happens in the events and highlights the internal areas. The descriptive way of approaches provides enough details on the brand loyalty for the customer and helps the researcher to get the appropriate answer of the required questions.

3.4.1 Justification for choosing of descriptive design 

The present research work deals for the effectiveness of brand loyalty by retaining customer in the company of Primark, U.K. The descriptive research design provides the detail information about the branding that makes a high influence by retaining the customers and helps to make proper decisions. However, the company Primark of U.K needs to develops the branding of the products and maintain the brand loyalty. The descriptive research designs help the researcher to understand the importance of effective brand loyalty and retaining the consumers.  The customer could able to take proper decisions on the branding of the products that the Company Primark manufactures. Hence, the descriptive research design is the appropriate design to understand the pattern of brand loyalty.

3.5 Data Collection Method

Figure 8: Data Collection Methods

(Source: Willig and Stainton-Rogers, 2017 )

The data collection method is the important part in the research design. As opined by Sanoff, (2016), data arise from the available resources used in the entire research work. The data collection methods are formed with two main techniques. The two main techniques lie with primary and secondary a source that helps to gather information regarding the topic to complete the research work in the successful manner. As noted by Voltmer and Kraetzschmar, (2015), primary data arise from the information that arise from the first hand. The secondary forms of data arise from the existence of information. The primary formed data are enough real and relevant that makes the entire research work authentic. The primary sources of data could be collected through conducting of interviews and survey directly from the company. As refereed by Willig and Stainton-Rogers, (2017), secondary sources of data could be gathered from the journals and books of the author. In order to collect information for the topic, both secondary and primary data collection techniques need to be adapted by the researcher.

The primary methods help the researcher to conduct interview for the manager to understand the brand loyalty retaining among the customers. On the other hand, by conducting of survey among the customer of Primark Company helps to understand the brand awareness. In order to meet the set objective in the research work, it is important to carry out the entire process of primary and secondary sources. The secondary sources could be arising from the dissertation that gathers information in the research topic. However, the secondary data sources lies with offline and online methods that makes the entire research work complete.

3.6 Data analysis techniques

Figure 9  : Data Analysis Techniques

(Source: Sanoff,  2016 )

In order to carry out the entire process, the researcher needs to focus on the data collection process that arises from the collaboration of primary and secondary forms of data. The secondary could be gathered from the journals, books and websites regarding the research topic. As noted by Sandoval, (2014), the data analysis techniques are described from the three modes of techniques. This includes with quantitative, qualitative and triangulation or mixed methods. However, the data analysis techniques provide the various processes that help to accumulate information for the topic. The effectiveness of brand loyalty among the customer retention provides the key areas for the company of Primark in U.K to understand the brand loyalty. However, a data collection technique helps the researcher to gather real and relevant information by conducting of survey and interview to manager and customers of Primark Company. The researcher needs to focus on the techniques on the data analysis to accumulate useful information that would be helpful in present and future aspects.

3.6.1 Qualitative data collection techniques

In the qualitative data collection techniques provides with conducting of interview process among the manager of the firm Primark. From the verbal interview of manager, researcher would obtain relevant information regarding the importance of branding to retain maximum number of customers in U.K. Manager would also provide information for the importance of branding and being loyal with the customer to increase the selling of branded products from the organizations. This techniques provides close ended question from the interview conducted for the manager.

3.6.2 Quantitative data collection techniques

As referred by Lee et al. (2014), a quantitative data collection technique provides real information by conducting of survey. The researcher needs to conduct survey to gather information from the retention customer about the brand products of the company Primark in U.S. The quantitative methods are formed on a wide population of the customers and different answers. In order to conduct the survey, a specific place and time needs to be determined by the researcher. This technique provides the better forms of description for the brand loyalty among the customers. As opined by Lester et al. (2014), quantitative gather statistical information that could be recorded in the future purposes or knowing more about the topic. The researcher needs to set open-ended questions for the customers at the time of conducting of survey.

The mixed or triangulation methods provide the techniques that are used in both quantitative and qualitative methods. In the qualitative techniques are conducted for the manager and quantitative techniques are considered for the customers of Primark in U.K.    

3.7 Population and sample

As opined by Humphries, (2017), the maximum number of people involved in the reaserch work determines the population and sample. From the current research work, staff members and customers both are the population in the research work. This entire population has been spread in the entire area of the U.K.

3.8 Sampling techniques

Figure  10: Sampling techniques

(Source: Voltmer and Kraetzschmar, 2015)

In order to consider the sampling techniques, the effectiveness of branding is the most vital things that need to be considered in the entire research work Sanoff, (2016). The decisions taken by the customer for the particular brand arise with the brand loyalty. The sample size includes with 57 customers from the Primark Company and 3 managers. Manager provides the feedback for the consumer regarding the brand loyalty. As refereed by Choi et al. (2016), sampling techniques are classified into two components. This includes with probability and non-probability techniques. The researcher needs to understand the sampling technique that is to be consider among the manager and customers of Primark. 

3.8.1 Justification for considering non-probability and probability techniques

In this research work, the researcher has focused on the two types of sampling techniques to complete the research work in a positive manner. In the simple probability methods, the researcher needs to consider the sampling of customer. In the non-probability sampling techniques lies with the manager of the Primark firm. However, from the 57 customer the data needs to be collected by the setting up of online questionnaire. The customers have to be participated in the survey and rating scale has been provided which is market from 1 to 5 about the brand loyalty.  On the other hand, researcher has set proper timing and scheduling for conducting of interview among the 3 managers in Primark.

3.9 Sample size

The sample size has been considered from the qualitative and quantitative techniques. 57 customers in the company of Primark provide information regarding the brand loyalty through online questionnaire made by the researcher through quantitative methods. 3 managers has been considered for the interview purpose through quantitative techniques. Hence, the total sample size is 60 in complete the research work by conducting quantitative and qualitative methods.

3.10 Ethical Consideration

In the entire process of research design and methodology, researcher requires to consider the proper code of conduct. This assist to identify right and wrong way of behaviours adopted in the research work. As opined by Galletta, (2013), ethical consideration needs to be maintained in the entire researcher work and needs to be captivated for carrying out the entire task. In this case, the process of developing the branding among the consumers needs excess amount of time for taking of important decision in the brand loyalty. The researcher needs to focus on the Data Protection Act 1998, which follows with all the ethical consideration to finish the research work in a successful manner Gunn and Løgstrup, (2014). The researcher has to focus on the three main components that includes with application of data, involvement of respondents and anonymity of the respondents. The data required to understand the current trends of the customer for the particular brand products of Primark might be bound of academic search only. The researcher might avoid other related data out of the topic. The researcher cannot develop any form of external pressure among the respondents at the time of conducting of survey. Flexible time needs to be provided for the manager for interviews purpose. Any sort of physical or mental harassment are not been tolerated in the research work. 

3.9 Limitations of research work

There might be certain types of limitations lies in the research work, that the researcher needs to be maintained. As stated by Humphries, (2017), in order to complete the research work, limitations is the common factors that makes the restrictions of the research work. In this case, the researcher has found certain limitations regarding the current topic. This lies with constraints of the budget, limitations of the time and reliability. If the budget in the research work is limited, then there rise certain limitations. There is a less amount of financial aspects might develop the lacking of information through technical methods. The constraints of time provide the limitation of the research work. In the cross-sectional work there lies with the working of the firm that makes the limitations of the work. The customer and manger of the Primark Company might be biased for the firm. This might be the problem related with reliability in the current research work.

3.10 Timeline

Table 1: Research timeline

(Source: Self created)

3.11 Summary

The current research work deals with the various sections that arise with the tools and techniques used to complete the research work. The researcher could able to conclude on the various areas that make the research work complete. There is various involvements of tools that make the appropriate concept on the branding of products for the company of Primark. However, all the decision process required to develop the brand loyalty for retaining customer is the vital thing for the firm. The researcher has conducted various techniques and tools to complete the research work. The proper selection of the sample from the respondents helps the researcher gather important information.

Chapter 4: Findings and Discussion

4.1 Introduction

In this chapter, the researcher efforts to analyse the question and survey that have been conducted by the researcher for both the customers and the manager of the concerned organisation. Moreover, the researcher has conducted the researcher analysis in terms of both qualitative and quantitative methods. Thus, the following are the survey and interview held for the effectiveness of brand loyalty for retaining customers of Primark UK:

4.2 Quantitative Analysis

Survey Questionnaire for 57 customers visiting Primark UK

Q1. Since how long have you been the potential customer of Primark?

Table 2: Potential customers of Primark

Figure 11: Potential customers of Primark

Discussion

From the above collected data, it has been further analysed that the organisation of Primark in UK have transferred its target customers to its potential customers. As from the held survey, out of 57 respondents majority of the participants responded by 35% to stay linked with the company for more than 3 years. However, on the other hand lowest percentage has been marked for 9% with participants that linked with the company for past one month. The researcher further assumes that the company is reliable for the products that are served by the company to its customers. As for the quality and accurate quantity of the delivered products to its customers, the concerned company further develops an increasing list of its potential customers. In addition to the above discussion, the attraction and preference of customers for the products of Primark has made them to connect as the potential customers of the company.

Q2. How far are you satisfied with the existing value of Primark as a brand?

Table 3: Existing value of Primark

Figure 12: Existing value of Primark

Discussion

The data collected from the table it has been identified that the majority of participants responded for 44% to stay neutral in staying satisfied for the existing value of Primark as a brand in UK. However, on the other hand, there are 11% of the participants to get dissatisfied with the existing value of Primark as a brand. Therefore, from the above made analysis, it has been marked that the organisation still requires developing its brand value in the minds of its target market. However, the researcher further marks the overall performed activities of the firm to stay responsible for the dissatisfaction by the people of the firm. In addition to the above made discussion, the overall assumption made by the researcher deals with the constant branding that is not maintained by the organisation of Primark. As a result of the above cause its customers are still not fully satisfied with the brand value being portrayed by the firm.

Q3. How far are you satisfied with the efforts given by Primark for the maintenance of brand generation among new customers along with retaining the old ones?

Table 4: Maintenance of Brand Generation

Figure 13: Maintenance of Brand Generation

Discussion

The collected information identifies that about 53% of the participants responded to stay satisfied with the efforts given by Primark only for its brand generation among the new customers, along with the fact of retaining the old ones at the same time. Therefore, at this point, the researcher efforts to analyse the fact of the customers to get easily attracted towards the products being delivered by the firm as they observe the feedback gained from the old customers of Primark. However, on the other hand, about 9% of the satisfied participants that marks them to stay strongly satisfied with the efforts of brand generation of the firm. The researcher also analysed the fact that the company stays ineffective to attract its customers with their existing value but attract more customers with its first impression.

Q4. How far do you agree that you stay loyal to Primark as a brand?

Table 5: Loyalty for Primark

Figure 14: Loyalty for Primark

Discussion

From the above held discussion, it has been analysed that the majority of participants responded for 46% to stay neutral in order to be the loyal customer of the Primark UK. However, on the other hand, the researcher further analysed that about 5% of the participants supported their feedback with the option of disagree. In the following analysis, the researcher further analysed the very fact to get positive response from the participants of the held survey for the products being delivered by the firm. Moreover, it has been further analysed that the effectiveness of the products that are served by the company is not a waste. There are potential customers being created by the efforts of the firm through their provided services. In addition to the discussion, the researcher further came up with the feedbacks that are collected by the company from their customers. Thus, this made the researcher assume that the company appreciates the feedbacks submitted by their customers.

Q5. What among the others tends to opt for the products of Primark as compared to the other stores in UK?

Table 6: Factors preferred for Primark

Figure15: Factors preferred for Primark

Discussion

The collected information from the table, it has been identified that about 35% of the overall participants of the survey marked to prefer the option of Price of the product that is delivered by Primark. However, about 18% of the participants support to seek the products of Primark for their quality. Therefore, from the above made analysis, the researcher further assumes that the company look forward for every group of people residing in the society. The efforts that are made by the company for its people are equal in every manner. Therefore, the pricing structure decided by the concerned firm is mostly appreciated by its potential market. In addition to the above made discussion, there are other factors that are highlighted by the researcher in case of Primark and its most demanded features by its customers. In such case, the customers also prefer the quality of the delivered product to be the secondary opinion of the firm.

Q6. What are your suggestions for improving the brand value of Primark?

Table 7: Improving brand value of Primark

Figure 16:Improving brand value of Primark

Discussion

The table mentioned above identifies that about 35% of the participants marked to develop the promotion and advertisements of Primark being delivered for the branding of its products. However, about 9% of the participants supports for the facilities to be modified for online shopping and others. In addition to the above discussion, the progress of the firm is only possible with an attractive illustration that must be applied by the firm in order to enhance it promotional activity. The researcher on the other hand, tends to mark the impact that is led by the social and print media on the purchasing decision of the customers. Therefore, the company of Primark must take initiatives for the management of an effective advertisements held for the company, so that potential customers can be developed in favour of the firm.

Q7. How far do you agree with the fact that by maintaining a standard of a product an organisation can maintains its high brand value? 

Table 8: Preference of the customer for Primark

Figure 17: Preference of the customer for Primark

Discussion

From the above made discussions, it has been observed that about 53% of the participants strongly agrees with the fact of maintain a standard of the products initially efforts the brand value of the firm at the same time. However, on the other hand, about 7% of the participants stay neutral to the above-asked questions. Therefore, from the above efforts the researcher was further able to assume that the organisation of Primark always stays effective to work on its quality of the goods that are further delivered by the firm to its target market. Thus, the customers are the main shareholder of an organisation, thus, the effectiveness of the activities that are performed by the firm is always judged by the customers.

Q8. How far do you agree that branding of products adds up to its reliability?

Table 9: Branding of products and reliability of Primark

Figure 18: Branding of products and reliability of Primark

Discussion

From the above structured table, it has been identified that about 38% of participants agrees that by branding the delivered product of Primark, the company stays reliable from their perspectives. However, on the contrary, there are about 5% of the participants that disagree of the above mentioned fact of branding to stay positive in order to stay reliable for the delivered product by Primark. In addition to the above discussion, the researcher further assumed that the customers are mainly affected by the performed activity of branding by an organisation. That is, without observing an attractive branding, majority of the customers are unsure of the quality of the delivered products and services by a firm. 

Q9. How far do you agree with the fact that the brand of a product is more essential than its price?

Table 10: Branding and pricing preference of Customers

Figure 19: Branding and pricing preference of Customers

Discussion

The information collected from the table marks about 38% of the participants strongly agreed to the fact of a branded product to stay more important as compared to its price. The researcher from such collected data further came up with the decision that customers or people residing in the 21st century are more attracted from the social medium. That is, without branding a service product, the concerned company can never create its presence ijn the competitive world. The above is readily accepted in the modern world, as every company efforts for its stability and existence in the global market. However, on the other hand about 5% of the participants disagrees to the above mentioned fact. There are customers that still believes in the price of the delivered product rather than from the company from which it belongs to be a branded one.

Q10. How far are you satisfied with the quality of the product delivered by Primark?

Table 11: Product quality of Primark

Figure 20: Product quality of Primark

Discussion

The data acquired from the above table identifies for about 53% of the participants beliefs to stay satisfied with the quality that is maintained by the organisation of Primark. However, there are about 3% of the participants that strongly stays dissatisfied to the marked discussion. The researcher from the above discussion analysed the fact of good quality to be the main fact of sustainability that is well performed by the company of Primark UK. The customers of an organisation stays to be alert for the quality that is delivered to them. The above fact further impacts the purchasing power of the customers along with their retentions for the particular firm. Therefore, an organisation must always effort to produce quality product in order to attract potential and loyal customers for their firm. 

Q11. What is most appreciated fact that you like about Primark?

Table 12: Fact of appreciation for Primark

Figure 21: Fact of appreciation for Primark

Discussion

The discussion made through the above structured table the researcher further identifies that about 53% of the participants appreciates te quality that is delivered by the firm. However, about 3% of them supports to the other suitable factors of their preferences. Therefore, from the above analysis, the researcher further assumes that the organisation of Primark not requires any extra effort for its maintenance of qualified products, as it already controls and further maintains its quality. Thus, it can be said that the company is legible to attract more potential customers for its business expansion across the globe. In addition to the above discussion, the researcher further marked the fact of staying justified in terms of the product quality and its maintenance by the company. However, the emphasis led by the activities that are performed by the company stays to be effective in terms of the materials utilised by the company for its products. The employees of the company can be marked as the main pillars for the maintenance of the quality being served by the company as a whole. The employees and their constant efforts given to the product produced by the firm is the main fact that affects the overall image of the firm. 

Q12. Do you agree with the fact that Primark delivers you with the products that are being advertised?

Table 13: Authenticity of Primark

Figure 22: Authenticity of Primark

Discussion

The table structured above marks for  about 70% of the participants to stay neutral with the fact of Primark for delivering the actual quality and quantity that is advertises in its promotional advertisements. However, on the other hand, about 3% of them strongly disagrees to the above fact. Therefore, in such situation the researcher further analysed that the majority of participants somewhat agrees to stay neutral with the quality of the products being served by the company. However, advertisements and the illustrations utilised for making an ad must be checked thoroughly for making it an attractive as well an effective one. In addition to the above discussion, advertisements are made by an organisation in order to give the customers an idea or concept of the services and products being delivered by the concerned firm. Therefore, the illustrations utilised by the concerned firm must stay authentic enough to outline the concept of the things that is produced by the firm. In addition to the above discussion, the advertisements that are made and further promoted by Primark, impacts the mind and the purchasing decision of the customers of the firm. Therefore, more impact is led by such advertisements only when the customers stay loyal to an individual firm. Therefore, the researcher in this aspect identifies that efforts that are further given by the employees that work for the company. 

4.3 Qualitative Analysis

Interview Questions for 4 managers of Primark UK

Q1. Do you think that branding plays a crucial role for influencing decision making process of the customers?

Table 13: Role of Branding on the decision making of the customers

Discussion: Through the viewpoints of the three managers, it is evident that branding has a direct effect and plays a very crucial role however, the “reliability” is required that makes them loyal towards the branded product. As the third manager opined, other factors are also required to be carried out by the organisations collaboratively. 

Q2. Is branding marks to be positive for increasing sales of Primark?

Table 14:Branding marks to be positive for increasing sales of Primark

Discussion: This is quite clear from the interview that brandings and related activities or campaigns on branding like that of advertisements has attracted new customers and retained the older ones as well, giving a new feeling of satisfaction along with the old faith and trust. This is surely as advantage to the organisation as evident from the interview. 

Q3. What advantages are gained by implementing the strategy of branding for the products of Primark?

Table 15: Advantages are gained by implementing the strategy of branding for the products of Primark

Discussion: As per the interview, the advantages have been positive which establishes the hypothesis that branding and activities related to branding have positive impact on customers provided they are successful in implementing the strategies. Not all organisations are able to achieve the positive advantages owing the strategies required for the establishment of branding. 

Q4. What are the steps implied by Primark for initiating branding within the workplace?

Discussion

From the above made discussion, the held interview of the three managers of the Primark, helped the researcher to analyse the very fact that the company efforts to stay transparent in terms of the quality, preferences and time management of the firm. Therefore, the researcher also gained one common feedback from the above interview, that all the three managers are more subjected to the company through their core dedication. Thus, it can be sid that the employees hired by the firm are its main assets that keeps benefiting the organisation as a whole. The presence of a dedicated team or group within an organisation, always leads the firm to stay active and alert to all the activities that are going on around the firm. Thus, by staying alert, the concerned firm can further modify its activities as compared to the others, so that the concerned firm can attract more potential customers for its future business.   

4.4 Summary

In addition to the above made discussions, it can be further concluded that the effectiveness of both the qualitative and quantitative analysis held by the researcher helped to gain authentic and first hand data as per the selected research topic. However, the researcher further made efforts in terms of the more quantitative analysis as compared to the qualitative analysis. The customers are important for an organisation, therefore, the researcher gave more emphasis for the survey questionnaire along with the interview questions set for the managers of Primark.  

Chapter 5: Conclusion and recommendations

5.1 Summary of the findings and analysis

The concept of brand and its role are well explored through both the approaches that includes the qualitative and the quantitative analysis of te data. One cannot deny, that branding plays major role in holding back the customers. From the analysis of te data it is evident that there are multiple factors that are required to be achieved for achieving the loyalty of the customers towards the brand. This is vene opined by the managers of Primark. The reliability of the consumers is highly crucial for the loyalty of the customers as well. There are huge benefits that are both short-term and long termed as well. The brand=nd image and the brand values are an integral element that is required for the achievement of brand loyalty from the customers. These requirements can be achieved through the employment to of operational plans and strategies that are recommended hereafter. A sense of trust can needs to be build that will give birth to brand loyalty is evident from the above findings related to this topic. 

5.2 Validation of then objective

After the analysis of the results the linking with objective is hereafter analysed in order to validate the objective and align the same with the actual results, facts and information that are no more hypothetical. Linking with the objectives include the following:

Objective 1:To explore the role of branding in influencing the customers

This is very evident from the respondents that they are affected by the brand image and mostly go for the purchase of the products relying on the brand they hav3 been using using for long. Moreover, they think that the branedd products are far more reliable in terms of quality and service that makes them attracted towards. This proves that hypothesis that branding is helpful in enhancing the sales of any product and retaining the customers as well. 

Objective : To identify the role of brand loyalty in impacting the purchase behaviour of the customers

This particular objective is also well aligned with the result from the survey as the respondents are very loyal towards the brand they have been using for long. Trusting and the loyalty towards the brand along with emotional attachment with the brands compels the customers not to go for any other products that are not branded or not their preferred brand whatever the case may be

Objective 3:To find out the effect of branding in retaining the customer which counts for strategies

Strategies are required this is very evident from the viewpoint of the manager who were interviewed above as part of qualitative data analysis. According to them, strategies are required for branding as well for other operational activities that are required for branding. This is linked with the objective of the research study and the findings that amplifies the requirements of the strategies for branding and consequently the customers retention.  

5.3 Recommendation (Smart)

The recommendation is done through the employment of the tool SMART for efficient and synchronised exemplification. These include the following:

• Specific: At the first place, the company needs to specify and make an outline of what are their goals and innovate strategies in aligned with the goal. These must include the ways to attract the customers, provide them quality service, win their trust through pre planning.  
• Measurable: The creation of the plan should never be unrealistic or beyond execution in the practical level. The plans must be well measured with anticipated results. The anticipation of the outcomes can be done through the employment of different tools like marketing mix and the like. 
• Achievable: The targets that will be set as per the anticipation of the strategic plans must be achievable enough in terms reaching the customers and meeting their needs.  These should include marketing essentials. Promotional activities are also highly recommendable for the campaign of branding that is evident to bring about btand equity that can enhance brand loyalty among the customers. The loyalty of the brand is highly recommended in the first place that can retain the existing customers. expansion of the target by primark must also be targeted in order to attract more customers who are potential enough to go by te brand image of the organisation. 
• Relevant:  The smart goal of relevance can be achieved by making the brand useful and high.lighting the best features oif the brand that are different from other brands with identical products in the same industry. In this context, to make the brand more relevant and up to mark of the expectation of the customers, the feedback of the customers is also highly recommended. Taking the feedback of the consumers will enhance the after purchase relationship[ with the organisation that will make the consumers reliable on the organisation. Improvisations according to the demands of the customers will give them a sense of trust and they will become more loyal to the brand. Consequently, the organisation will be able to retain the customers. 
• Time bound: The targets should be  well aligned with the given time and must be achieved with the assigned. This should never be long termed so as to ensure the achievement of the goals in an effective way. 

5.4 Limitation

One of the major limitation of this research study is that the customers who were surveyed for the research was limited to the one particular country which provides the data limited to only one type of customers. The more variant the customers would have been, the more diverse information could have been gathered. This in return must have provided us more insight and other facts as well. Another limitation is the number of samples that is too small that limits the scope of research with less data as well. A probabilistic data collection could have been used but owing to the size of the sampling method, this was restricted. Another limitation worth mentioning is that Primark operates outside the country, where the customer behavior and intention are sure to be different which is not traced in this research. Therefore, a large arena was not researched that could have make the research more successful and data oriented.  

5.5 Future Implication

The future implication of this particular study is very positive since, the data and the facts that have been revealed through the analysis is going tp make the base for the further study on this topic on global basis that was not possible in this research. Multiple variables have been available however; the customers were not very diverse. In future with more diverse elements like that of the locationaly diverse participants, diverse customers in terms of age, demographic cultural and many more will be conducted based on the same topic with new hypothesis as well. The readers or other researchers further can employ other factors along with the recommendations after this research study.