Brand loyalty of Takura shoes.

1. Brand Loyalty of Takura Shoes
Presented By:
Sajeeb Kumar Shrestha
Ph.D. Scholar (FOM), TU
M.Phil., M.B.S., TU
Faculty, Shanker Dev Campus
Tribhuvan University
ICMC 2014
INTERNATIONAL CONFERENCE ON MANAGEMENT CASE
BIMTECH Campus, Greater Noida (NCR), India
December 5-6, 2013
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2. 1. Introduction
 Brand loyalty is the power for preference towards
any products at the similar category.
 Brand loyalty shows consumer's strong
commitment to purchase the product again and
again and has the positive word of mouth towards
his brands or products (Chaudhuri and Holbrook,
2001).
 Business houses should establish loyalty programs
that provide rewards to repeated customers.
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3. 1.1 Introduction to Takura Shoes
 Takura is the brand name of Nepali footwear, a
leading and renowned brand established in Nepal.
 Takura was established in 2005 and operated
since 2006
 Namaraj Gautam is the managing director of
Takura shoes .
 It was started manufacturing shoes from three
employees and now hundred people are working in
the Takura shoes company.
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4. …
 20 retail outlets inside Kathmandu valley.
 It produces approximately 10,000 pairs of
shoes monthly.
 Variety of shoes as school/college shoes,
sports shoes, football shoes, boots, party
shoes and casual shoes and Boots.
 Takura shoes price ranges from Rs. 300 to
Rs. 3,500. Boot shoes costs upto Rs. 10,000.
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5. 2. Issue
 Nepalese domestic shoes markets are filled with
various shoes companies.
 The consumer's preference of shoes is a major
concern for every shoes company in general
that should be addressed.
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6. …
 Following research issues were carried out for
brand loyalty of Takura shoes:
 What are the important factors that influence
brand loyalty?
 What is the loyalty status of customers in Takura
shoes?
 What are the problems of Takura shoes facing
these days?
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7. 3. Objectives of the Study
The study aims to achieve the following objectives:
To identify the important factors that influence
brand loyalty.
To examine the loyalty status of customers in
Takura shoes.
To discuss the problems of Takura shoes facing
these days.
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8. 4. Research Framework
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Brand Loyalty
Factors
Brand
Loyalty
 H1: Brand loyalty factors (product quality, style, brand name,
store environment, service quality, and promotion) have a
significant positive influence on brand loyalty of Takura
shoes.

9. 5 Model for this Research
 BL = α + β1PQ + β2ST +β3BN + β4SE + β5SQ +
β5PM + ε ………..(1)

 Where, BL = Brand Loyalty,
 PQ = Product Quality;
 ST = Style;
 BN = Brand Name;
 SE = Store Environment;
 SQ = Service Quality;
 PM = Promotion;
 α = Constant; βi = Co-efficient or slope of regression model;
and ε = Error.
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10. 6. Research Methodology
 The research design of this study was mixed methods
where both quantitative and qualitative data were
gathered.
 Data were collected on Nepali Shoes House (Multi
brand Nepalese shoes showroom) from actual
customers.
 Depth interview was taken with key informant of
Takura shoes.
 The questionnaire survey has been designed to obtain
responses from students.
 In this study 100 questionnaire has been distributed
but only 90 questionnaire has been considered as valid.
 Quantitative data are generated on 5-point likert scale.
 Descriptive statistics, Correlation, and Regression tools
have been used for data analysis. 10

11. 7. Major Findings
 Product quality, style, brand name, service quality, and
store environment constructs are important factors for
brand loyalty for Takura shoes.
 Promotion is not seen by customers so this variable has
little impact on brand loyalty.
 Customers in administration occupation and
businessmen are more loyal than students.
 Brand name and style has become influential variable
on brand loyalty.
 Lack of skilled manpower, energy crisis and high
importing duties on imports are the major problems of
Nepalese shoes industry.
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12. 8. Conclusion
 The findings are consistent with Yee and Sidek
(2008) that style and brand name has the
important factor for brand loyalty.
 Promotions activities should be emphasized to
promote Takura shoes.
 Company should be aware about many forces
drawing consumers away such as competition,
consumers’ thirst for variety, etc.
 Government should take initiation on to develop
skilled man power, manage energy supply, and
reduce duties on raw materials imports.
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13. Thank You.
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