New Chapter 1.docx

Chapter 1 THE PROBLEM: ITS BACKGROUND

Nowadays, faculties have different criteria in choosing which brand they would prefer or be loyal to. In line with that, all have different perspectives and consumer behavior, so this study would see on how does Consumer Behavior affects Brand loyalty by using its factors. Consumers want to be able to trust the business where they have chosen to spend their money. Once that trust has been established, their brand loyalty will influence them to continue patronizing that business. Your company can build that trust and that loyalty by following through on promises and commitments as well as by providing a quality service or product. A delivery service that consistently provides prompt service with a reliable safety record, not only in regard to its vehicles but also in safeguarding the contents of its packages, will positively influence brand loyalty among its customers. The mobile phone industry is one of the fastest growing industries in the world. The first major renovation occurred in 2002 with accumulation of the first color screen and then they introduce multimedia mobile phone during 2004-2006. Finally the birth of smart phone started in 2007 by Nokia (Prlog, 2009). One of the main influence of growing mobile phone industry is that mobile has become necessary device in our everyday life. Nowadays mobile phone serves as a fashion item, status symbol and a channel especially for the young generation that wants to express themselves (Sultan & Rohm, 2005). Chen (2010) stated as customer expectation and wants are changing, mobile phone will continue to innovate and be reinvented with modern technology.

The most of the cell phone consumers are young people. These attributes include connectivity, coverage, price, availability, quality, brand name and advertisements. It is important for mobile phones companies to attract young customers with new technologies and designs, and make profit from them by earning their loyalty. However the success of mobile phone is not only because of technological characteristics but it is also related to many social dynamics and external cues such as price, brand and warranties (Ahsan, 2011). Branding as an important factor allows an organization to create meaning and value for their standard product and firms desire that customers become loyal to their brand (Frow, 2002). The branding product is an important factor to make young customers as a loyal customer. Branding also influence consumers buying intentions; especially for youth, and building a strong brand is the goal of many organizations (Lazarevic, 2011). Experts believe that the desire to get branded product is important to belong to a specific group/peers (Ferle & Chan 2008). It means peers can be the primary socializing agent for consumption values. Moreover, most marketers have emphasized to create a brand image to obtain customers brand loyalty. Many consumers continue to buy the same brand or shop at the same store because that's what their parents did. Once brand loyalty is built, through trust and experience, it is quite often passed from one generation to the next. In the car industry, in particular, brand loyalty is generally kept in the family. However, with economic changes, car manufacturers are actually seeing a decline in brand loyalty. Even though a large percentage of customers are still loyal to one particular brand, there is a growing tendency for car customers to shop around for better deals.

Change is something that human kind cannot conflict with. Because of the recent advancement of information and technology change is highly increasing of consumer behavior seems to be highly intertwined with the history of marketing thought. The purpose of this paper is to trace the historical dependence and allegiance of consumer behavior on the discipline and practice of marketing. It then attempts to - forecast emerging trends in consumer behavior research and theory as a consequence of new and emerging schools of marketing thought. Over the years, marketing has shifted its reliance on other disciplines as well as its focus of understanding. For example, the classical schools of marketing thought relied on the social sciences such as economics, sociology and anthropology and focused oil aggregate market behavior. This gave way to the managerial schools of marketing thought in which tire focus of attention and understanding shifted to the individual customers while social sciences disciplines continued to dominate marketing thinking. Eventually, marketing kept its focus on individual customers but began to borrow more and more from the behavioral sciences. This resulted in what I will call as the behavioral schools of marketing thought. More recently, marketing has begun to shift its attention away from the individual customers and concentrate oil the markets. In tire process, it is also relying less on the behavioral sciences and more on tire traditional social sciences. We shall call this emerging trend as adaptive schools of marketing thought. It appears that each marketing era lids motivated specific types of consumer behavior research, and thereby shape its history with respect L o t b e substantive body of knowledge, research methodology as well as theory development. Figure 1 summarizes the parallels between marketing and consumer behavior. The rest of the paper will

enumerate elements of each of the four phases of marketing thought and its impact on consumer behavior. Brand loyalty generally begins with a customer's positive experience. If, for example, a customer had a particularly rewarding interaction with a store clerk, who went out of her way to help find a specific product, that customer will remember that experience and will probably return to that store for future purchases. Experience can have a tremendous impact on a customer's impression of a business. A negative experience can keep the customer away permanently, but a positive experience can result in a loyal customer who returns consistently. On the other way around, the context of purchase or customers' buying behavior is a lot different on the Philippines' stand point. Most of the Filipino people can be easily driven thru different marketing strategies. A study conducted by Apple on 2014 concluded that the Philippines is one of the countries that are highly engaged to social media. This largely affects their buying behavior. As long as something is on the trend, most likely Filipinos will invest on it.

Statement of the Problem This study will look into the Brand Loyalty dimensions in smartphones of Faculty and staffs in Tarlac State University. Specifically, it will answers to the following questions: 1. How was the profile of the employees be described in terms of: 1.1 Sex, 1.2 Age,

1.3 Monthly income; and 1.4 Education Attainment? 2. How are the dimension of brand loyalty described as to: 2.1 Brand image; 2.2 Brand quality; 2.3 Brand experience; 1.1 Customer satisfaction; 1.2 Brand switching cost; and 1.3 Brand loyalty? 3. Is there a significant relationship between profile of the respondents and brand loyalty? Significance of the study Students who will become marketers in the future will be able to know and create a corresponding marketing strategy that would best fit to the different factors that she should be extremely sensitive on so they can hit and win the heart of their prospect clients and penetrated market. Customers and respondents. This study would also help them to be more aware of how their buying behavior greatly affects their brand loyalty. Others may not be aware that certain stimuli actually affect how they stick with a product and service. Because of the accumulated data gathered from this research these customers can be more responsible as to what factors of consumer buying behavior affects their brand loyalty. Future Researchers, these will help them in the marketing corporate world, creating a sustainable marketing advantage is very essential both to the firm and to the

consumers. There is clear understanding of the dynamics of the industry where critical success factors are defined and managed properly. Customers are demanding not only in the quality of goods and service they received from the firm but also the security they may acquire when choosing the firm.

Scope and Delimitation The study aimed to look into the Brand loyalty among the faculty and other staffs in Tarlac State University. The study is delimited to the faculty in TSU namely: The study described the brand loyalty dimension. It is also sought to determine the different factors influencing the students in Tarlac State University were describe as to: brand image, perceived brand quality, brand experience, customer satisfaction, brand switching cost, and brand loyalty.

Definition of terms Brand loyalty. The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. Brand quality. Is the perception of quality that a brand achieves with its customers. Quality is often defined as the meeting the expectations of customers. Brand image. The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed

over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. Brand experience. Is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. Customer satisfaction. Customers derive satisfaction from a product or a service based on whether their need is met effortlessly, in a convenient way that makes them loyal to the firm. Hence, customer satisfaction is an important step to gain customer loyalty. Switching cost. Are the costs that a consumer incurs as a result of changing brands, suppliers or products. Although most prevalent switching costs are monetary in nature, there are also psychological, effort- and time-based switching costs Mobile phone. A telephone with access to a cellular radio system so it can be used over a wide area, without a physical connection to a network.