2. 2
Index
1. Introduction 3
1.1 Research Title 3
1.2 Background 3
1.3 Research Problem 4
1.4 Research Question 4
1.5 Objectives 4
1.6 Relevance of the Study 5
2. Literature review 6
2.1 theoretical Foundation 6
2.2 L Review of Previous literature 7
2.3 Conceptualization 10
3. Research Methodology 12
3.1 Research Paradigm 12
3.2 research Design 13
3.3 Population 14
3.3.1 Units of Analysis 14
3.3.2 Target population 14
3.3.3 Population parameters 14
3.4 Sampling 15
3.4.1 Non-Probability Sampling 15
3.4.2 Sampling Method 15
3.4.3 Sample Size 16
3.5 Data Collection & Questionnaire 17
3.6 Data Analysis 22
4. Conclusion 27
4.1 Trustworthiness 27
4.2 Ethical Considerations 29
4.3 Limitations 33
4.4 Anticipated Contributions 34
Declaration 35
Reference List 36
3. 3
1. Introduction
1.1 Research Title
An investigation into the effects of brand loyalty on consumers’ purchasing patterns,
through the use of a qualitative questionnaire, in the form of a cross-sectional
survey.
1.2 Background
Brand loyalty is a direct effect of customer satisfaction and that is what all
businesses should be pursuing in order to achieve the triple bottom-line goal (Yeung,
2002). This study will identify whether businesses; new entrants or corporate
leaders, should implement loyalty marketing practices as their core marketing
strategy; this study aims to determine the possible benefits and, or, limitations. It is
also important to establish whether the marketing strategy is worth incorporating as
opposed to other traditional marketing methods. This study will help to determine
whether loyalty marketing is the future of marketing practices or just a model which
caters for specific businesses which have already established a predominant brand
name for themselves over the years.
Very little evidence has been recorded on how South African companies have
conducted themselves in order to influence consumers to become brand loyal. This
study will investigate the research which has already been conducted with this
particular sort of marketing. The study will also determine whether companies should
be conducting themselves in this type of market and whether it would be viable for
new entrants.
Brand loyalty can ultimately influence the consumers’ decision making; whereby
consumers engage in impulse purchasing patterns which ultimately means that
consumers rely on the specific brand to fulfill their desires (Berman, 2013). The issue
arises when companies wish to compete with those loyal brand companies of the
specific market. The different marketing methods they implement will ultimately
determine whether their brand will be successful or not, and thus directly influence
their survival in the economy.
4. 4
1.3 Research Problem
The issue with brand loyalty is that it is difficult to understand what essentially
influences consumers to become loyal to a brand, factors such as price, quality and
added value all play a vital role; but there is more to it than that. Being a student at
Varsity College Durban North, the opportunity to become brand loyal isn’t always
possible as it can be difficult to afford certain products; but for the essentials it is
easy to ‘pick a side’ and stick to one brand to cater for students’ needs. It is therefore
important to understand why students choose to only use a specific brand to meet
their needs and wants.
1.4 Research Question
The main question of the study is:
1. How does brand loyalty affects consumer purchasing patterns?
The following sub-questions will be answered too;
2. What do consumers consider when choosing a brand to be loyal to?
3. Do consumers consider the same criteria when choosing a different brand of
the same type of product?
1.5 Objectives
The purpose of this study is to explain how brand loyalty affects consumer
purchasing patterns. The study will also identify what consumers take into account
when choosing a brand to become loyal to. The study shall also evaluate whether
consumers use the same criteria when selecting a brand.
5. 5
1.6 Relevanceof the Study
The impact of this study shall help identify what the students of Varsity College
Durban North consider when choosing a brand to continuously favor over the options
which are presented to them on a daily basis. This will identify what factors are
considered by consumers when choosing a brand and to understand what triggers
certain purchasing habits.
The study concerns itself with consumer purchasing patterns and without the
consumer, a business cannot exist; there needs to be a constant relationship of
transferring and translating information between the business and the market.
The Independent Institute of Education’s qualification of Bachelor of Commerce in
Strategic Management degree looks into important methods of maintaining a
strategic, innovative and competitive position in the business environment; largely
driven by consumers’ constant changing needs and demands. Without satisfied
customers a business will fail to exist, yet alone make a profit. Therefore it is relevant
to understand what drives consumers’ purchasing decisions and what strategies a
business can implement to achieve a consistent source of income to increase their
competitive advantage in the market.
6. 6
2. Literature Review
2.1 TheoreticalFoundation
The Consumer Behavior Theory states that consumers go through a decision-
making process; a set of activities that are performed by a consumer: prior, during
and post purchase of a product or service (ZINKHAN, 1992). Each activity is
supposed to follow in consecutive order; once the first activity has been satisfied, the
next activity will commence. The first activity is need recognition, where the
consumer recognizes the fact that there is a need to be satisfied (Cant, Brink, &
Brijball, 2006, p. 195). The consumer will then search for information of the product
or service, therefore searching for something to satisfy the needs (Cant, Brink, &
Brijball, 2006, p. 197). Using the information gathered in the previous activity, the
consumer will assess and evaluate the various alternatives and come to a decision
(Lombardo, 2005-2015). The consumer will then choose an item or service, and
purchase their chosen alternative (Cant, Brink, & Brijball, 2006, p. 202). Once the
product or service has been purchased and used, the consumer will determine
whether the item has satisfied the needs which were recognized in the first place
(Cant, Brink, & Brijball, 2006, p. 203).
This theory is relevant as it highlights the process a consumer uses in order to make
a final purchase. The theory also expresses the severity of the effect of brand loyalty
on consumers’ purchasing patterns. An organization could use this information to
generate a better understanding of what stimulates the consumer to make a
purchase, and how the consumer evaluates the alternative need satisfiers. An
organization can then use this information to influence the consumer decision
making process and shorten it to promote two types of consumer behaviors, namely;
inertia and impulse (Cant, Brink, & Brijball, 2006, p. 204). Inertia behaviors exist
when the consumer disregards the search for alternatives as a waste of effort and
time (Cant, Brink, & Brijball, 2006, p. 204). Impulse buying occurs when the
consumer engages in unplanned buying patterns where no thought process is
conducted, instead the consumer purchases out of habit (Cant, Brink, & Brijball,
2006, p. 205). The organization can provide consumers with the correct amount of
information, and manipulate the influence over consumers in order to promote loyal
7. 7
buying patterns to increase the market share and stimulate growth within the
organization.
2.2 Review of Previous literature
2.2.1 Relationships and loyalty
According to Manternach (2010: 28); brand loyalty is a relationship between
consumers and organisations that is created through a shared collection of positive
experiences which have been experienced throughout the existence of such a
relationship and that these relationships have been awarded through consistent
commitment and specific attention to detail. This role is relevant as it distinguishes
what level of effort it takes to establish a strong loyal relationship between the
consumers and an organisation. Once a loyal relationship has been established, it is
evident that consumers will not consider any other brand in order to satisfy their
needs and will consistently view the specific company’s brand as the benchmark for
other competitors (Manternach. 2010: 28). This theory can thus take a deeper look
as to how brand loyalty can affect consumers’ purchasing patterns.
2.2.2 Customer satisfaction
Anderson (1994) mentions that high levels of customer satisfaction is associated
with high economic returns. So according to Anderson (1994) the more satisfied the
customers, the greater the financial reward will be for the organization, which can be
used to further enhance the customer experience thus enabling a further contribution
to further improvement of customer satisfaction. It is evident that; keeping customers
satisfied beyond to that of which competitors would be able to do, can potentially
help the organization to reap the financial rewards as customers will develop loyal
purchasing patterns and become very brand specific when they are looking for an
organization to fulfill their demand. This can strengthen the organization’s
competitive edge within the market place. This title compliments the topic of this
research article and it acts as a foundation to why strong drive towards customer
loyalty is crucial.
8. 8
2.2.3 Internal strengths
Creating loyal customers through a company’s employees is a crucial factor that
contributes to the strength of the brand. Employees are the most valuable customers
of the business; they are the face that consumers associate the brand with.
Therefore it would only make sense if the organization had a positive relationship
with its employees (Kale, 2006). Offering employees better discounts and a higher
possibility to entice and promote the brand to their customers will be a good strategy
to strengthen the brand. Loyal customers enjoy not having to perform the decision
process as it takes time, so if an organization would be able to simplify and shorten
the process by already knowing how to manage their selection it would be a huge
strength to use in order to retain customers. Therefore employees are good sources
of information when it comes to understanding the customers’ attitudes and
experiences when it comes to the organization’s brand.
2.2.4 Brand equity
Brand equity is the added value by the organization (Farquhar, 1991). This added
value can be tangible or intangible and is used by brands to influence their market
power and to create a market demand; it is based on the associations of a brand
within the minds of the consumers (Cant M. v., 2013, p. 211). Brand equity is
influenced by three determining factors, namely; monetary- by offering a premium
price and discouraging consumers to buy competing brands, brand extensions-
using a brand as a platform to launch other products which may compliment that
particular brand and minimizing costs of media and advertising costs, and consumer
attitudes- based on experiences with the brand (Cant M. v., 2013, p. 211). A
powerful brand can have a large influence on brand awareness, loyalty, perceived
quality and positive association (Cant M. v., 2013, p. 211). Brand equity may not
always turn out for the best however, as poor reputation, however a poor brand
image can lead to negative brand equity. This can essentially lead to consumers
being unwilling to buy a brand’s products at a premium price as consumers feel that
it won’t be worth the cost, therefore brands will have to offer products and services at
a discounted rate (Cant M. v., 2013, p. 211).
9. 9
2.2.5 Corporate citizenship
Corporate social responsibility or, corporate citizenship programs allow organizations
the chance to give back to the community in which they operate within. It is
measured by the extent to how ethical the business conducts itself, and what the
business can contribute to the well-being of its community (Visser, 2005). With that
being said; it is evident that an organization will need to become good corporate
citizens, and take care of its community in order to build strong relationships with its
customers and prospective customers. Organizations can use this to their
advantage; by sponsoring community projects and supporting local producers the
organization will be able to advertise their brand and promote their corporate
citizenship. This can significantly affect the long-term relationships that the
organization has with its customers and community and form a crucial factor when
trying to establish customer loyalty. The only fall back with this concept is that an
organization could possibly spend capital and potentially never get the reward; either
because the consumers feel that their interests aren’t being taken seriously by the
organization or that the organization has already got a bad history with its corporate
citizenship programs in the past (Visser, 2005).
Conclusion
Based on the above research, it is evident that consumers are the determining factor
of brand loyalty. Consumer preferences and purchasing processes are of vital
importance for any brand to understand if its intentions were to establish a loyal
customer base and to pursue the bottom line. Relationships are essential to
establish and maintain between customers and organization, because without
customers; the organization would surely cease to exist. Positive relationships,
customer satisfaction, employee inputs, brand equity and corporate citizenship are
essential to influence the purchasing patterns of consumers and promote brand
loyalty (Management Study Guide, 2013).
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2.3 Conceptualization
Brand Loyalty: refers to the notion of a consumer to repeatedly repurchase a
product or service from one single brand name, the consumer will ignore other
substitutes and always purchase from the one brand only (Investopedia,
2015). The study will also identify the purchasing patterns of loyal customers
of specific brands as well as identify what market standards are necessary in
a specific market segment and what keeps the customers coming; therefore
highlighting the importance of added value offered to consumers.
Consumers’ Purchasing Patterns: the social and mental processes, and/or
actions of a consumer when purchasing and using products or services
(Management Study Guide, 2013). This study will look into what makes
consumers choose one brand over the other, as well as to identify how
consumers make choices and this understand what consumers value.
Consumer Decision Making: the way a customer collects data, interprets
information, looks for alternatives and makes a final decision on which product
or service to purchase (Davis, 2015). This study will allow marketers to
establish a basic communication platform with the consumers and enable
efficient and effective advertising tools to be developed in order to influence
customer retention.
Triple Bottom Line Goals: the organisational goal of having a positive
economic, social, and environmental impact (Investopedia, 2015). The study
will identify how consumers feel about triple bottom line goals and whether
they feel it is an important strategy to implement.
Impulse Purchasing Patterns: the sudden urge to purchase something that
was not regarded until being exposed to (Marketing Teacher, 2014). The
study will assess what triggers this type of habitual purchasing pattern and
how to influence customers to purchase specific products or services.
Students: a student is a person who is enrolled in a school, college, or
university to learn (Your Dictionary, 2015). With this study in particular, the
students will be characterised by the students of the Varsity College, Durban
North Campus. No discrimination will be implemented with regards to age,
culture, race, or sex.
11. 11
Brand: is a name, term, design, symbol or other feature that distinguishes
one seller's product from those of others. It can be a mark, a stamp, or any
distinctive characteristic that can be found on a product (Investopedia, 2015).
Loyal: Showing continuous allegiance or faithfulness (Dictionary.com, 2015).
The study will identify what makes customers loyal to a particular brand.
Criteria: A principle or standard by which something may be judged or
decided (Love To know, 2015). It is important to understand exactly what the
consumer uses as a standard of acceptance before deciding to purchase a
product or service.
12. 12
3. Research Methodology
3.1 Research Paradigm
From the information mentioned above it is evident that the study is focused towards
an interpretivism research paradigm (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014,
p. 27). Through the introduction it is clear that this study will look into how the sample
is influenced by the environment in which they are exposed to and understand their
behaviours. Customers are constantly being exposed to new market trends and will
always have some need or desire that needs to be satisfied, this sense of fulfilment
will always be lacking in some aspect or another, therefore needs and desires will be
constantly changing. These desires can be determined by different exposures to the
environment. The aim of the study is to see through the eyes of the consumers and
find out what stimulates their purchasing habits. This entails allowing the consumers
to explain to the researcher what their world point of view is and how it has come to
its final conclusion. Interpretivists use the view point of the sample to give in-depth
insights as to how the sample sees their realities. The study will offer the sample
open ended questions where no ‘correct’ answer will be expected; instead a long
and insightful look into how the sample thinks and feels about the title will be
explored.
The relevance of the study will not be to generalize the knowledge to the general
population as it is directed strictly towards the randomly selected students in Varsity
College, Durban North Campus. The knowledge gained through the study can’t be
generalised to the population as each person is unique and therefore will have a
unique outlook on life. Cultures, ages, race, languages and other characteristics
determine how an individual thinks and feels, and when exposed to certain
environmental factors each individual would react differently to the other, some may
be similar but still with minor deviations. This highlights why knowledge gained
through this study cannot and will not be generalised to the general population as
people interpret information differently.
The study follows a subjective format as the observations made and questions asked
will be heavily influenced by the researcher’s own interests and expectation. More
13. 13
over due to the fact that the variables being observed are people (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 22)
3.2 Research Design
Nature
The nature of this research design is qualitative. The title indicates that the objective
is to gain an understanding of how brand loyalty affects consumers’ purchasing
patterns (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 13). Through the
qualitative questionnaire; in the form of a cross-sectional survey, the study will
achieve an in-depth interview with the target population, therefore describing
peoples’ behaviours. The themes selected within the literature review are aimed at
exploring the different factors that form brand loyalty and will create an
understanding of what can affect peoples’ purchasing patterns (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 14).
Time Dimension
The time dimension of the study is a cross-sectional survey design. The design is
used to create an overall understanding of the effects of brand loyalty on consumers’
purchasing patterns at one point in time; therefore data will only be collected by the
respondents once. It will be the first and last time that this type of data will be
collected from the respondents (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p.
149).
Line of Reasoning
This research will follow a deductive line of reasoning. This study will explore the
general concepts of the Consumer Behaviour Theory and apply it to whether brand
loyalty affects consumers’ purchasing patterns. Therefore a theory has been
constructed prior to the conduction of the study. The theory shall be tested through
conducting a research study (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 48).
14. 14
3.3 Population
3.3.1 Units of Analysis
The unit of analysis of this study will be individuals, more specifically students
3.3.2 Target and Accessible Population
Target Population
A target population refers to everyone or everything that falls within the population
parameters (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 133). With regards to
this study, the target population will be the students studying in private tertiary
institutions in their third year of their bachelors of commerce degree in South Africa.
Accessible Population
An accessible population refers only to the section of the population that can actually
be included in the study (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 133). In
this study, the accessible population will be classified as the third year students of
Varsity College Durban North campus whom are studying bachelors of commerce
degree.
3.3.3 Population Parameters
The shared characteristic and the number of people or social artefacts in a
population are referred to as the population parameters; therefore the nature, size
and unique characteristics of the population (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 133). With regards to this study, the characteristics will
include:
Students studying a bachelor of commerce degree
Students who are studying at Varsity College Durban North
Students in their third year of their degree
Age and gender are irrelevant
The students must be South African citizens
15. 15
3.4. Sampling
3.4.1 Probability or Non-probability
This study will use non-probability sampling as the information which will be gathered
will not be generalised to the greater population, and not every unit of the population
has an equal chance of being selected to be part of the sample (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 137). Therefore the sample will be drawn from the
accessible population, though the sample will still represent the same characteristics
of the population. The participants to the study will not be randomly selected from a
list, the sample will be selected based on the researcher’s ability to make contact
with the participants (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 137). The
researcher will walk around the campus during break times and after class and
approach the participants who fit into the population characteristics.
3.4.2 Sampling method
The study will use two non-probability sampling methods, namely; convenience
sampling and snowball sampling (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p.
142).
Convenience sampling: due to the fact that not every student at Varsity College
Durban North campus is a Bachelor of Commerce graduate in their final year and is
a South African citizen; the researcher will need to express some biased decisions
as to who will be participating in the study. Therefore the sample will need to be
easily accessible and known by the researcher in order to be chosen (du Plooy-
Cilliers, Davis, & Bezuidenhout, 2014, p. 142). These students will be those who are
seen on a daily basis and will be known to have some form on intellect on the
subject of the effects of brand loyalty on consumers’ purchasing patterns. The
sample will also know that they are being researched (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 142).
16. 16
Snowball sampling: The sample will be generated through the use of referrals from
initial participants to generate a larger sample size (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 144). Here participants will suggest to the researcher about
other participants who would fit the population parameters, and would be willing to
take part in the research. This method of sampling is useful when the members of
the population are difficult to locate as there are no official records available on the
actual amount of Varsity College Durban North students studying in the final year of
the Bachelor of Commerce degree that are brand loyal. This method will be
performed until there is an adequate amount of participants to form a sample of the
population in order to draw conclusions. This is solely based on the preferences of
the researcher (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 144).
3.4.3 Sample size
Sample size is typically referred to as the number of units that were chosen from
which data were gathered (Shapiro, 2013), and the size of the sample is a major
indicator of the statistical power of the analysis. The above two mentioned methods
will be used to acquire 15 students in the third year of the Bachelor of Commerce
degree at Varsity College Durban North campus. 15 participants is a fair amount as
the purpose of the research is to gain an understanding as to how brand loyalty
affects consumers’ purchasing patterns. The purpose of the research is not to draw
strong conclusions but to rather understand the views of others. Through
convenience and snowballing sampling methods, the researcher will be able to find
an appropriate sample and see through the eyes of the sample population. The
researcher will approach the students who fit the characteristics of the sample
population and are known by the researcher and ask the participants to point out
potential participants who also fit the required criteria.
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3.5.Data CollectionMethod & Questionnaire
Questionnaire
This questionnaire will be used by the researcher to draw an understanding as to
how brand loyalty affects consumer purchasing patterns; it will also identify what do
consumers consider when choosing a brand to be loyal to, and whether consumers
consider the same criteria when choosing a different brand of the same type of
product. Your identity will remain anonymous. The estimated time to complete the
survey will take you 7 minutes. Please answer open-ended questions honestly and
include as much information as possible
1. “Purchasing patterns refer to the manner in which a consumer purchases
goods or services in terms of amount, frequency and timing” (Web Finance.
Inc, 2015). What is your understanding of purchasing patterns?
2. Describe your purchasing patterns.
3. Can you think of a brand that you are loyal to, if so; which brand will it be?
18. 18
1.
2.
3.
4. If you are presented with another product in line with the brand above from a
competitor’s brand, what is the likelihood of you switching?
5. Why did you choose that likelihood?
6. If your favourite brand released an unfamiliar product, would you be willing to
try it out; solely based on the fact that you trust the brand?
For example: If your favourite brand was Apple and Apple said it was launching a
new accessory but wasn’t ready to give specific details of what this accessory does
or how it would help you, would you be willing to go and purchase it?
7. A brand is a unique design, sign, symbol, words, or a combination of these,
working together to create an image that identifies a product and differentiates
it from its competitors and usually offers certain benefits and value (Web
Finance, Inc, 2015). What 3 qualities do you look for when choosing a brand?
Very Likely Likely Possible
Consideration
Unlikely Very Unlikely
19. 19
8. Do you apply the same criteria all the time? Please explain.
9. What does your favourite brand do that makes it your favourite brand?
10.How do you feel when you are forced to choose a different brand?
Thank you very much for participating in this questionnaire, your input is highly
appreciated. Have a fantastic day.
20. 20
Data collection
Data collection is the process of gathering and measuring information on variables of
interest, in an established systematic fashion that enables one to answer specific
research questions and evaluate outcomes (Stat Trek, 2015). The ultimate aim of the
study is to explore, understand and describe, and not to measure, quantify, predict or
generalise the information gathered (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014,
p. 174). Through the use of the questionnaire above the researcher will be able to
use the information provided by the participants to understand and explore how
brand loyalty affects consumers’ purchasing patterns.
A questionnaire is a list of a research or survey questions asked to respondents, and
designed to extract specific information in order to formulate a conclusion (Business
Dictonary , 2015). The benefits of using a questionnaire are that it is cost effective
and formal (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 175). By using a
questionnaire the participants will be able to answer all ten questions immediately
and with the presence of the researcher, therefore if any questions arise or any
misunderstandings occur with the questionnaire from the participants, the researcher
will be able to assist in explaining what the question means. A questionnaire is used
also because the participants are offered some form of structure, unlike in-depth
verbal conversations where deviations from the main topic may occur; the
questionnaire doesn’t offer participants the chance to drift off the topic at hand and is
specially designed in order to allow a flow of thought from one question to the next.
After receiving the consent from the chosen participants the researcher will engage
with students who are brand loyal and attend classes at Varsity College Durban
North campus, and are in their final year of the Bachelor of Commerce Degree, and
are present on campus between the times of 09:00-12:00, and hand out the
questionnaires to each individual and be present whilst the participant is filling in the
questions. The participants’ identity will be left anonymous to protect them from any
breach of privacy if the information collected from the questionnaire is used by any
other researcher, or organisation.
21. 21
Questions 1, 2, 3, 5, 6, 7, 9, and 10 are all open ended questions. This means that
the researcher is inviting the participants to answer the questions in their own words
which will be directed to the way they feel at that time. These questions will underlie
any ideas or feelings which are expressed at that specific moment in time which the
researcher won’t be able to influence or would have considered (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 153). Question 7 is still an open ended question;
however the researcher has influenced the amount of information that the participant
is able to answer by giving the participants only three answers to fill out. Question 4
is constructed as a matrix question. This means that the participants are offered a
scale and asked to choose the option that most appropriately is aligned with the
attitudes and beliefs of the participants relating to the question at hand (du Plooy-
Cilliers, Davis, & Bezuidenhout, 2014, p. 154).
Question 5 directly links to Question 4 as it asks the participants to explain their
reasoning for choosing the appropriate option offered on the scale. The type of scale
that was used in Question 4 is a Likert Scale; here participants are required to
indicate their degree of agreement with the statement provided and the responses
will be added together to create a total score so a type of relationship can be formed
(du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 159). This will be done by
collecting all the answers from each participant and similar answers will be grouped
under one accommodating heading to represent the general view of the chosen
participants. Question 8 is a specific and close-ended question. It is specific
because there is a focus on a particular aspect of the whole situation around brand
loyalty and the effects on purchasing patterns and is then brought back to the main
characteristics of a close-ended question where yes and no answers are the only
options (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 153).
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3.6Data Analysis
Data analysis is the process of extracting, compiling, and modelling raw data for
purposes of obtaining constructive information that can be applied to formulating
conclusions, predicting outcomes or supporting decisions in business, scientific and
social science settings (Web Finance, Inc, 2015). The method of data analysis
conducted throughout the research is qualitative and relates to what the researcher
will do with the answers to the questions and turn the data collected into findings.
Qualitative content analysis is used to explore and identify patterns and themes
embedded within a specific text (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p.
234), and each of the ten questions above will be analysed through a deductive
approach where several codes within the text will be grouped into specific themes
and then linked to the literature and theoretical framework. There are eight steps in
the process of qualitative content analysis, namely; prepare the data. Define the
coding unit to be analysed, develop categories and a coding scheme or conceptual
framework, test the coding scheme on a sample text, code the text, assess the
coding consistency, draw conclusions from the coded data, and report the methods
and findings (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 235).
It must be noted that there is no incorrect answer as the participants are able to
express the way they feel about certain aspects of each question. The fact that each
participant is an individual and every individual is unique must also be noted (
McGraw-Hill Global Education Holdings, LLC., 2015). Therefore each answer has a
good chance of being different from the exact same question from other participants.
All the answers that are completed by each participant will be collected as they are,
in simple text form, and be analysed and reflected in order to make sense of the
various insights each individual has with regards to each individual question.
Question 1 asks the participants on what their understanding of purchasing patterns
is in the form of an open ended question. Therefore the researcher is offering the
participants to answer the question using their own initiative. However, with this
question specifically, all participants should have developed more or less a similar
understanding to what is meant by purchasing patterns, so a common specific theme
will be expected. Open coding methods will be used where the researcher reads
through the entire text in order to get an overall understanding (du Plooy-Cilliers,
23. 23
Davis, & Bezuidenhout, 2014, p. 241), this question has an attached explanation in
order to ensure that a level of consistency can be achieved. To interpret the data
collected, the relevance to the study must be identified (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 241). This question is extremely relevant as it directly links to
the research title, and it won’t be used to formulate a new understanding of the
concepts of the question. This question is directly linked to the first research question
as it gives the researcher an understanding as to what the participants think about
purchasing patterns.
Question 2: participants are asked to describe their purchasing patterns; this is also
an open ended question as it allows participants to describe how they operate
without any external influences. The researcher will attempt to gain a general
understanding of the information provided by analysing each purchasing pattern.
Categories and common properties will not be expected to surface as each
participant is unique, therefore many themes will be needed to accommodate all the
data; therefore an exhaustive coding scheme will be needed (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 238). All forms and themes under purchasing
patterns need to be considered. Selective coding will be used to select the core
codes that correlate with the question or the central notion of the research study (du
Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 241). Once all of the answers have
been collected; new theories and concepts on purchasing patterns may be
formulated to draw new conclusions. This question is directly linked to the first
research question as it gives the researcher an insight as to what the participants’
purchasing patterns are.
Question 3 is also an open ended question where the participant can give their own
interpretation of their list of preferences. The data gathered from each of the answers
collected will need to be gathered and stored into similar codes because it is
possible that many participants will choose the same brand or brands that share a
similar market (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 236); for example-
Apple and Samsung, or Mr. Price and JJ’s. The researcher will use line by line
coding where the researcher will read through the entire text and important phrases
that are relevant to the study will be grouped (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 240). Consistency will be noted to identify which brands are
the most popular, but that is not the purpose of the study, but it will be taken into
24. 24
consideration. This question directly corresponds to the second research question as
it establishes the foundation to the fact that the participants are brand loyal.
Question 4 gives the participants a list of options to choose; therefore is classified
as a matrix question. With this question a mutually exclusive category framework will
be used; here categories on each of the optional answers will be created and there
will be no overlap in each meaning (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014,
p. 239). A mode will be needed to be established; therefore each answer from each
participant will be added up and tallied to identify which option is selected the most.
Through this process the researcher will be able to identify what the general feel of
switching to a different brand is; therefore defining the likelihood of the particular
event to occur. This is a qualitative research study however the statistical
characteristics of this question will only be used to gain an understanding of the
feeling of the participants. This question is directly linked to the third research
question as it looks into the mind-set of how the participants will react in an
uncomfortable situation when choosing a different brand.
Question 5 is also an open ended question and directly feeds from the previous
question, as it seeks to gain an understanding of the choices from the participants.
The researcher will be able to compose an understanding into the mind-sets of the
participants and get an insight to the mental processes of each participant,
regardless of whether the participants choose the same answers from the question
above. Each piece of data will be compared to the other to identify whether there is a
relationship amongst the choices of the participants. Specific categories will be used
as the researcher needs to directly link statements to the purpose of the study which
is to understand the effects of brand loyalty to purchasing patterns (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 240). The type of coding appropriate for this
question would be line by line coding where relevant key words that fit with the type
of research conducted need to be highlighted (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 240). Depending on whether all the participants answer the
previous question in a similar way and give similar answers for this question to
follow, it will allow the researcher to be able to use the new ideas and concepts as a
guide in future investigations relating to purchasing patterns and brand loyalty. This
question is linked to the third research question as it gives the researcher insight to
the options chosen by the participants with regards to the previous question above.
25. 25
Question 6: being an open ended question, the data preparation will be similar as
the ones above where the data will be left in its full text in order to gain a full and in-
depth interview into the way the participants think. The type of coding used will be
open/ substantive coding; here the researcher will read the entire text to get an
overall impression of the text from each participant (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 238). With this type of coding, concepts relating to the words
within the texts will be noted and then grouped together into bigger categories. This
will give an insight as to how brand loyal the participants are and how they can be
influenced by how their purchasing patterns are immediately linked to the power of
the brand. This question is directly linked to the first research question as it clearly
touches on how brand loyalty affects consumer purchasing patterns.
Question 7: the data will be left in its full text in order to gain a full and in-depth
understanding into what the participants consider as important characteristics for a
brand to be loyal to. Specific themes will be categorised as their relevance will be
directly linked to the research question, as there is a possibility that similar or the
same qualities when choosing a brand (du Plooy-Cilliers, Davis, & Bezuidenhout,
2014, p. 238). Thematic inductive coding will be used with this question, here the
researcher will allow codes to emerge in order to identify themes (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 241). This question is directly linked to the second
research question as it attempts to gain an understanding of what consumers
consider when choosing a brand to be loyal to.
Question 8 is a follow up of the previous question and explores whether the same
criteria will be used consistently, therefore only yes and no answers will be expected.
The researcher will make notes on what is learned, thus making sense of the data.
The researcher will be able to draw conclusions from this data and measure the
relativity of whether the participants consider the same criteria all the time therefore
determining whether there is a strong correlation between the probability of the
answers being a yes or no (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 213).
The data will be gathered and the two possibilities will be added together and
measured against the other to determine the mean; “majority of the participants will
be more inclined to use the same criteria all the time” or “no”. This question is
directly linked to the second research question as it attempts to gain an
understanding the likelihood of using the same criteria all the time.
26. 26
Question 9 is an open ended question and the data preparation will be similar as the
ones above where the data will be left in its full text in order to gain a full and in-
depth interview into the way the participants think. The type of coding used in this
question will be line by line coding as each line will be read through and certain
words will be marked to gain an understanding around the core ideologies of the
question (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 241). This This question
directly relates to the second research question as it seeks to gain an understanding
as to what the participants consider when choosing a brand to be loyal to.
Question 10 hopes to put the participants in an unusual situation that makes them
uncomfortable as it drags them out of their comfort zone. The researcher is offering
the participants to answer the question using their own initiative. A common specific
theme will be expected. This question is extremely relevant as it directly links to the
research title on how brand loyalty affects the mind-sets of the consumers and thus
affecting their purchasing patterns. Line by line coding will also be used for this
question as the aim is to gain an in-depth understanding into the mind-sets of the
consumer (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 241).This question
directly relates to the first research question as it touches on how their purchasing
patterns are influenced by being forced to choose a different brand.
27. 27
4. Conclusion
4.1 Trustworthiness
The aim of a qualitative study is to gain an understanding of the effects of brand
loyalty on consumers’ purchasing patterns and the results of this research will not be
generalized to the broader population. Repeating a qualitative study such as this one
to get the same results isn’t possible, as participants’ answers are not objectively
measurable, since they are unique to each individual’s experience (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 258). Therefore the researcher will not be able to
hold the findings from the research as reliable or valid, therefore the element of
trustworthiness will be used to conclude the study. The element of trustworthiness
involves determining the credibility, transferability, dependability and confirmability of
a study (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 258).
Credibility refers to how accurate the researcher interpreted the data that the
participants provided (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 258).
Credibility can be increased when the researcher spends a vast amount of time with
the participants in order to gain a full and complete insight as to how the participants
live, credibility is also increased when the researcher uses a number of different
research methods to collect data; this can be through the use of in-depth interviews
or through the use of focus groups (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014,
p. 258). It is also imperative to ensure that the participants are believable when
answering information (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 258).
With regards to this study; the level of credibility can be questioned as the
researcher will not be able to spend a lot of time with the participants in order to gain
a full and in-depth insight into the participants’ lives. The level of credibility is
questionable also due to the fact that the researcher will only be using one research
method to gain knowledge of the participants. However, since the researcher will be
involved in the selection of the participants of whom have already established a
confident relationship with the researcher, it can be concluded that the participants
will answer the questions as honestly as possible and be willing to pay full attention
to the purpose of the study as it is a subject of interest to the sample population.
28. 28
Transferability can be used for purposes of generalisation and refers to the ability of
applying the findings to similar situations in order to deliver similar results (du Plooy-
Cilliers, Davis, & Bezuidenhout, 2014, p. 258).
Since most of the questions in the above questionnaire are open ended questions,
and directly relate to the research title on the effects of brand loyalty on consumer
purchasing patterns; the likelihood of applying the findings to a similar situation is
very likely. Purchasing patterns and brand loyalty can both be directed to many
market and business elements, as the core factor of the title is the ‘consumer’. By
using the information from the study a market analyst or business owner will be able
to gain an insight as to how certain individuals feel and view certain aspects that are
crucial to any business for retaining, attracting or improving customer loyalty. Since
the researcher does not interfere with the participants in order to affect the final
results, it can be justified that other researchers would gain similar results.
Dependability refers to the quality employed through the data collection method, the
data analysis and the theory generated from the collected data and how each
element is integrated (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 259).
The integrated quality between the data collection method, the data analysis and the
theory generated from the collected data is consistent throughout the study;
therefore making the research dependable. This is clear as the researcher has
expressed every intention throughout the study in a full explanation, and has given
deep insight as to how every task will be performed.
Confirmability refers to how well the data collected will support the findings and the
interpretation of the researcher, as well as to indicate how the findings flow from the
data (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 259).
The researcher has described the research process fully and has attempted to assist
other onlookers or researchers interested in the same field of study to scrutinize the
research design, therefore can expect to draw the same conclusions.
29. 29
4.2 Ethical Considerations
Ethical Issues: Participants
Informed consent: refers itself to the fact that the participants need to know that
they are taking part in the research study (du Plooy-Cilliers, Davis, & Bezuidenhout,
2014, p. 264). With regards to this study, all the engaging participants will need to
give consent before any research is conducted. The researcher will be clear and
concise as to what is required of the participants and ensure that their identities will
be kept unknown, for research purposes. Since the researcher is dealing with
participants who will be over the age of 18; they will not need any parent or guardian
to act on their behalf.
Collect data from participants is another consideration that the researcher needs
to consider when dealing with participants (du Plooy-Cilliers, Davis, & Bezuidenhout,
2014, p. 264). The researcher will inform the participants on how their identities and
any sensitive information will be kept confidential. The researcher will avoid any
situations where the likelihood of embarrassing the participants may arise, and will
refrain from wasting their time.
Dealing with sensitive information: some research studies may reveal sensitive
information about the participants (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p.
267). This will not be the case with this particular study; however it will be a
consideration when dealing with the participants and the researcher will ensure that
the participants are given personal respect.
Providing incentives: some researchers provide incentives to their participants in
order to attract people to participate in a particular research (du Plooy-Cilliers, Davis,
& Bezuidenhout, 2014, p. 267). The researcher will not be providing any incentives
to the participants to engage in the study, and will also ensure that the participants
do not feel bribed into participating in the study. The researcher will instead rely on
the good will of the participants, and ensure that the participants will not feel like they
owe any favours.
30. 30
Avoiding harm: it has been recorder that in the past, that some researchers caused
mental and physical harm to the participants of the study (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 266). The researcher will ensure that embarrassing and
harmful situations are evaded when dealing with the participants. The researcher will
consider the fact that not every person is brand loyal due to either cultural or lifestyle
factors; therefore when asking participants to partake in the study they will be taken
aside as to avoid causing any harm to the surrounding population.
Confidentially versus anonymity: when promising confidentiality the researcher
will know the personal information about the participants’, however their information
will only be made available to the researcher (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 267). Anonymity refers to the fact that the participants names
will not be recorder at any stage of the research process (du Plooy-Cilliers, Davis, &
Bezuidenhout, 2014, p. 267). The researcher will already be able to identify who the
participants are as there is an established relationship between the participants and
the researcher, however the researcher will express confidentiality when undertaking
the study. When the participants answer the questionnaire, their identity will be
classified; therefore the questionnaire is anonymous.
Deception: can be referred to as telling participants false information about the
study’s purpose, or by giving the participants information about the general purpose
of the study but not informing them what the researcher is looking for (du Plooy-
Cilliers, Davis, & Bezuidenhout, 2014, p. 268). The researcher will avoid deception
as far as possible and ensure that the participants are aware of what the intentions
of the researcher are and be fully debriefed about the background of the study. The
researcher will also give the participants to express themselves freely in the
questionnaire and the researcher will disclose every aspect of the study with regard
to the collection and other analysing processes
31. 31
Ethical issues: Researcher
Falsifying information: refers to deliberately changing the data in an unethical
manner (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 269). The researcher will
analyse and report the data in a way that the information collected will not be
changed or tampered with in order to gain any social advantages or to avoid any
boring or time-consuming aspects. Nor will the data be changed to suit a particular
desired outcome; the data will be used to help the researcher to gain an insight as to
how the participants think and the only way this can be achieved is to let the
participants answer honestly without any interference.
Distorting results: refers to deliberately emphasising certain aspects over other
aspects of equal importance (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p.
270). As mentioned before, the aim of the study is to gain an in-depth insight as to
how the participants view how brand loyalty affects purchasing patterns. with this
being said, the study is purely exploratory, and there are no investors whom the
researcher needs to please, nor are there any deadlines to be met. This emphasises
the fact that there is no reason to distort the results obtained.
Bias: is the desire of achieving a particular result, and can influence the research
results in the sense of how and where the researcher collects the data (du Plooy-
Cilliers, Davis, & Bezuidenhout, 2014, p. 270). Even though a sample population has
been established, some bias will be present when the researcher is choosing the
participants of the study, though every participant will still need to fit the criteria of the
sample population.
Misusing information: this refers to the fact that any data collected from the
participants for the research purposes of the study will not be used for any other
purposes (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 270). The data
collected from the study is solely for the use of the researcher. If an incident were to
occur that the data would be used for further research purposes or for another
researcher’s purposes of data collection, the consent of the participants will need to
be granted before any data is released.
32. 32
Using inappropriate research methods: are conducted either by harming the
participants or by using methods that are unsuited to the researcher’s stated purpose
or results (du Plooy-Cilliers, Davis, & Bezuidenhout, 2014, p. 270). The researcher
will ensure that the participants are covered from any harmful instances and will only
use the prescribed, stated, methods to obtain results and shall refrain from any
deviations from the communicated purposes of the study.
33. 33
4.3 Limitations
Limitations are any restrictions or restraints that may limit the research from being
performed; whether it is related to financial elements, time restrictions or accessibility
to information, availability of resources and possibly the lack of control the
researcher has over both independent and dependent variables (du Plooy-Cilliers,
Davis, & Bezuidenhout, 2014, p. 275).
With regards to this study, limitations may come in the form of:
The possibility that the researcher cannot get all the questions answered, this
may be due to a lack of interest or a simple act of the participants not wanting
to complete the questions; mostly for reasons that are beyond the control of
the researcher.
The weather may also have limiting implications on the research study. Once
a day has been allocated by the researcher to perform the study and engage
with the participants, the weather on that particular day may be rainy and
therefore not many students will be available outside of their classrooms. This
can make it difficult for the researcher to engage freely with the participants
and will also reduce the possibility of separating the participants away from
their peers. This in turn will affect the participants’ moods, or outlooks, not to
mention decrease their sense of concentration as their peers will be present
whilst conducting the research study.
The researcher must also take into consideration of the fact that the research
will not be performed on a public holiday or on a weekend as the participants
will not be available and therefore off campus.
The researcher must also consider the fact that the participants will be on
campus and therefore need to be on time for lectures. The participants may
be in a rush to get into class on time and will rush through the questionnaire,
therefore not being able to analyse the questions thoroughly and answer in
the best format that is possible. This will also change the mind-set of the
participants as they will be in a tense mood and will not take the questionnaire
seriously,
34. 34
4.4 Anticipated contribution of the study
The impact of this study shall help identify what some of the students of Varsity
College Durban North campus; who are in their final year of their Bachelor of
Commerce Degrees, consider when choosing a brand to continuously favor over the
options which are presented to them on a daily basis. This will identify some of the
factors that are considered by consumers when choosing a brand. The study will
also find an understanding as to what triggers certain purchasing habits.
Without customers, a business cannot exist (Cant M. v., 2013, p. 55); this highlights
the importance of understanding the purchasing patterns of certain types of
customers and how an firm can use this information about their target market to gain
a competitive advantage over their industry rivals (Management Study Guide, 2013).
There needs to be a constant relationship of transferring and translating information
between the business and the market (Cant M. v., 2013, p. 55).
The results of the study can assist businesses who are looking to gain loyal
consumers, by giving an insight as to how some individuals feel about brand loyalty.
The study also gives an insight as to what the participants’ purchasing patterns are
like and how they can be influenced by certain factors, this is important for marketers
to understand as it can be used as evidence to justify their marketing behaviours. By
conducting the research study, the researcher will also aim to enhance the personal
knowledge of the participants, as well as to allow the participants to reflect on their
own lifestyles and therefore enable them to see the business environment in a
different, more open-minded way.
The study also looks into how the participants feel about certain topics such as brand
loyalty and purchasing patterns, and whether they all have the same understanding
of the definitions of the title. If they all see the topics in the same sense and have a
shared understanding about the various definitions of the title then it will provide the
researcher with an insight that the participants share the same mental processes
around issues related to the title. If the participants provide completely different
definitions, the researcher will be able to increase their knowledge by offering them
definitions of the various topics. This in turn will assist the participants in the future if
they are faced with similar situations or if they are asked to define the definitions
used in the study.
35. 35
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