| Abstract [eng] |
The topic of the business ownership economics Master final work is relevant because the amount of products and services is increasing in today‘s market - it is very important to have a strong brand for the company which will distinguish it from competitors’ products. Only a strong and properly chosen brand name can attract new customers and help to make them loyal. Marketing authors discuss the different factors affecting consumer buying decisions. The aim of this work is to ascertain which factors affect the brand loyalty. Tasks: to analyze a link between a brand name and consumer loyalty; to emphasize the benefits of a brand loyalty to a company; to describe consumer purchase decision process; to present the research methodology and the research results. Object – consumer loyalty. Methods used in this work: scientific literature analysis, comparative analysis and a survey. Hypothesis. Preferment to the brand name production is not influenced by the country there the investigative lives. Results. Consumer decision process is a complex issue. It consists of five stages: problem recognition, information search, evaluation of alternatives, purchase and post-purchase behaviour. Marketing mix, social, psychological and some other factors are affecting consumer decisions. Each consumer could be described as having a high or low purchase involvement. The level of consumer involvement depends on the product’s characteristics, previous purchase experience, perceived risk and other factors. The survey results showed that the factors, affecting buying consumer decisions are different in Lithuania and Germany. Brand name was more important among the respondents in Lithuania and Lithuanians were more loyal to a brand. The hypothesis was offcast after the correlation analysis. Taking part in to the scientific conferences. Conference ,,Social sciences – 2007: challenges in globalization”, Kaunas University of Technology (2007 04 06). Building brand name in the global market. |
