Study on the key factor influencing customer 's loyalty to the Nike brand / Frederic Francis

Francis, Frederic (2011) Study on the key factor influencing customer 's loyalty to the Nike brand / Frederic Francis. [Student Project] (Unpublished)


The changing of business activities nowadays in the world has led the customers becoming more demand and knowledgeable from time to time towards the brand for the specific product. Therefore, this studies would help to the Nike Company can get a lot of information regarding the customers taste and preferences. This can help the company to produce profit through the Nike brand product by knowing the customer needs in the marketplace. This study will give benefit to the other Researchers by getting new information on the key factor influencing customer's loyalty to the Nike Brand. Besides that, it also can help the other Researchers to gain information by referring to this study. Other than that, this study will give the customer a better understanding on the Brand Loyalty Criteria that influencing them to be loyal to the Nike Brand. The study was conducted at Kota Kinabalu and Papar, Sabah only and for data collection, I have used 120 samples for the purpose of this study whereby 60 from males and 60 from females. There are many types of branded product in the market. Thus, there are many different purchasing decisions can be done by the customer for different brand of products. In this research I will perform a study on the "Key Factor Influencing Customer's Loyalty to the Nike Brand".


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