Brand Loyalty of Takura ShoesPresented By:

Sajeeb Kumar Shrestha Ph.D. Scholar (FOM), TU

M.Phil., M.B.S., TUFaculty, Shanker Dev Campus

Tribhuvan University

ICMC 2014INTERNATIONAL CONFERENCE ON MANAGEMENT CASE

BIMTECH Campus, Greater Noida (NCR), India

December 5-6, 2013

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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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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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…

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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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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… 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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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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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.

5 Model for this Research

BL = + 1PQ + 2ST +3BN + 4SE + 5SQ + 5PM + ………..(1)

  Where, BL = Brand Loyalty, PQ = Product Quality; ST = Style; BN = Brand Name; SE = Store Environment; SQ = Service Quality; PM = Promotion; = Constant; i = Co-efficient or slope of regression model;

and = Error. 9

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

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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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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Thank You.

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