A study on brand loyalty toward imported jeans / Norlela Rahana

This project report represents a research about “Brand Loyalty toward Imported Jeans” Brand in Kuching. This study would analyze on the consumer preferences on brand loyalty of Lee, Levi’s, and Lois brand. Study will focus on three popular brand names of Jeans among teenager in Kuching. Purpose of the study on those areas is to find out the level of consumer brand loyalty on choosing these brands. A sample of 322 of teenager will be conducted at high school and high institution education where teenagers can be easily located. This will be in Kuching where by can divided in South Kuching and North Kuching. The research was done based on a survey study. All the data gathered was analyzed and presented in desiccatives methods. Research finding showed that shopping orientation on imported jeans brand loyalty among teenager are 3.28 which mean teenager agreeing with their shopping behavior and style. In purchase orientation, teenagers were 3.44 with moderate level which mean for teenager purchase criteria were important on their shopping behavior and style. Self image on imported jeans brand loyalty among teenager is 3.19 with moderate level which mean Jeans brand loyalty influence consumers regarding their self-image. The study has given several
recommendation and future research at the end ofthe research.