Assessing Consumer Brand Loyalty
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The study focused mainly on the analysis of marketing survey data to identify significant independent variables which have a big influence on the dependent variable i.e. brand loyalty of their products. With the data collected and tabulated, Iyer had to analyze and interpret the data and, based on this, take some vital decisions.
» To understand the issues in assessing brand loyalty.
Marketing Research, Brand Loyalty, Consumer Satisfaction, Discriminant Analysis, Dependent Variable, Independent Variable, Two Group Discriminant Analysis, Discriminant Function
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