RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

TO ADIDAS SPORTSWEAR.

SAN PEDRO COLLEGE OF BUSINESS ADMINISTRATION

CHAPTER 1
PROBLEM AND ITS SETTING
INTRODUCTION
Every consumer has their own perspective in purchasing products. They tend to
buy products and services continuously with the same brand when they are satisfied and
it exceeds their expectation. They only differ on the reasons and level of loyalty to the
brand. Some consumers are very loyal that they dont even look or buy to other brands.
Others are still buying to different brand but mostly of their items are with the same
brand.
The purpose of this study is to know reasons and measure the level of loyalty of
Adidas Sportswear consumers. The researchers want to know the different reasons why
they continuously buy on the brand. What are the factors that they consider?
The researchers chose this topic as they are among those who patronize Adidas
Sportswear, and as marketing students they wanted to identify other specifications of the
said brand that make it one of the top brand in the Philippines.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

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Background of the study

Many companies are improving their product to satisfy the needs and wants of the
customers. Adidas Sportswear is one of the most famous sportswear brands in the
Philippines. Sometimes when a consumer decides to purchase a sportswear, he usually
asks for his family and friends decision aside from the satisfaction level, comfort, quality
and price. It is a consumers preference to buy a particular brand in product category. It
occurs because consumers perceive that the brand offers the right product features,
image, or level of quality at the right price. This perception becomes the foundation for
new buying habits. Consumers will initially make a trial product of brand and, when
satisfied with the purchase, tend to form habits and continue to purchase the same brand
because the product is safe and familiar. The purpose of this study is to gauge the level of
customers loyalty to Adidas and to identify the reasons why they patronize Adidas
products.
Statement of the problem
The aim of this paper is to analysis various factors that affect the level and reason
for brand loyalty of the customers of Adidas sportswear. Specially, it seeks to answer the
following questions:

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1. What is the demographic profile of the respondents?

1.1 Age
1.2 Gender
1.3 Profession
2. What is the level of brand loyalty of Adidas sportswear customers?
a. Very loyal
b. Loyal
c. Somewhat loyal
3. What is the major factor why customers by Adidas products?
4. What is the implication of findings to:
a. To the company
b. To the customers
c. Other sportswear brand

Hypothesis
This paper intends to critically analyze the factors that influence sportswear customer
brand loyalty towards a specific brand. The following hypothesis is consequent on the
basis of factors that influence brand loyalty.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

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H 0 : There is a significant difference between factors including style, price, quality,

brand name, brand identity and brand personality of Adidas Sportswear.
H a : There is no significant difference between factors including style, price, quality,
brand name, brand identity, brand personality of Adidas Sportswear.

Theoretical Framework
According to (Lau et al, 2006) customers brand loyalty towards particular
sportswear brands is influenced by seven factors that includes the name of the brand,
quality of the product, style, price, environment of store, promotional activities and
quality service. This has relation with the proponent topic, Reasons and Level of Brand
Loyalty to Adidas Sportswear.
The researchers want to know the level of loyalty of Adidas Sportswear
consumers. They also want to know what is the most common factor that a consumer
considers in being loyal with the brand. Factors such as style, price, quality, brand name,
brand identity and brand personality are to be measured by the consumers.

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Conceptual Framework

Level of Brand Loyalty

Factors of Brand Loyalty

Very Loyal

Price

QUESTIONNAIRES
Loyal

Style

Somewhat Loyal

Quality

Brand name

Brand Identity

Brand Personality

INPUT

PROCESS
OUTPUT

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Figure 1.
Research Study on the level and reasons of brand loyalty for Adidas sportswear.
The purpose of this research is to investigate how the respondents are influenced
by level and reasons of brand loyalty for Adidas. Brand loyalty is important for an
organization to ensure that its product is kept in the minds of consumer and prevent them
from switching to other brands. Researches show that it is not easy to obtain and maintain
consumer loyalty for companys product because there are many forces drawing
consumers away such as competition, consumer thirst for variety, etc. The figure above
shows the four factors or reasons for brand loyalty as identified by the researchers: price,
style, quality and brand name.
Significance of the Study
The outcome of the study of research on the level and reasons of brand loyalty for
Adidas sportswear will benefit:
Company- The result of this study will help the marketing strategy of Adidas sportswear.
Customer- The study will help the customer to fully understand their level of brand
awareness and loyalty to the brand.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

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Future researchers This study may serve as guide or reference for any related research.
Competitors The study will help to gather some information that they can make their
own strategy for their company.
Scope and Limitations
The scope of the study is limited to Adidas festival Branch only. The duration of
the study is from June 2015- October 2015. This includes all the products of Adidas
sportswear. This paper has chosen sample of 100 respondents in the selected area at
festival Mall Alabang.

Definition of terms
Style- Visual outlook of Adidas Sportswear
Quality- The features of the products and services of Adidas Sportswear that satisfies the
consumers.
Price- The value of the price is one of the most important factors of Adidas Sportswear
brand.
Brand name- one of the most highly regarded company when it comes to sportswear.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

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Brand Loyalty- consumers continue to buy on Adidas Sportswear brand rather than in
competing brands.
Brand Identity- guides the development and execution of programs that led to a
refocusing of the Adidas Sportswear and initiatives that built it in new directions.
Brand Personality- personalities of the brand of Adidas that can relate to the consumer.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

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CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature after the through and depth search done
by the researchers. This will also present the synthesis to fully understand the research to
be done and lastly the definition of terms for the better comprehension of the study. The
consumers brand awareness can help them in buying decisions. Adidas Sportswear must
be competitive enough to continually gain the consumers loyalty to them.

According to Holbrook and Chaudhuri, 2001, brand loyalty suggests a customers

pledge of repurchasing the products of the brand through repeatedly purchasing a service
or a product and positive attitudes like promising word from them. This suggest that the
repeated purchase decision is greatly dependent on performance quality of the product or
service and trust.
Consumers tend to buy continuously to the brand depending on the satisfaction
level that they get.

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Foreign study
According to Amine (1998) in her literature brand loyalty can be described by two
main approaches: first one is behavioral, that tells that the repurchasing a brand by a
customer over time indicates loyalty of them; second perspective in the perspective from
attitude that supposes that a necessary condition of the brand loyalty is consistent buying
but it is not enough to prove authentic brand loyalty. It should be supported by a
favorable attitude towards the brand that ensures that the further continuation of this
behavior.

Local study
There are local studies that proves the customers loyalty to a brand. One is the
TRU Study 2012 Philippines which revealed that among Filipino teens, the top brand is
Bench, followed by Nike, Jag Jeans, Adidas, Natasha, Avon and Tribal. Most Filipinos
are likely to purchase products on Bench because it has earned the trust and caught their
attention specifically on the style of the garments. Another is that it has a reasonable
price.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 11

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Synthesis of the Review

In the said reviews brand loyalty of consumers differs from their level of
contentment. Every company must create effective strategies that will make the
consumers to choose them. This states that brand loyalty primarily concerns about the
buying behavior of consumers and the factors that they consider in choosing the brand.
Sportswear brands must be remarkably different from each other so that consumers can
easily distinguish the brand that they want.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 12

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CHAPTER 3
RESEARCH METHODOLOGY

Research Design
The proponents use descriptive method for research. In this method, the researcher
interacts with the participant, uses surveys or interviews to collect the necessary
information. The researchers used this method because of its productive ability in future
possibilities as well as good provision of basis in decision making and the best methods
for collecting information that will demonstrate relationship and describe the world as it
exists.
Respondents
The researcher used purposive sampling.
Purposive sampling-The respondents of the study are chosen based on their knowledge of
the information required by the researchers.
Primary data - Primary data are data, which are collected by the researchers themselves.
This kind of data is new, original research information. Primary source enables the
researcher to get as close as possible to what actually happened and is hands on. A
primary source reflects the individual viewpoint of participant or observer.

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Secondary data - refer to data that that have already been produced by other people. This
are used by a person usually not present at the event and relying on primary source
documents for information. Secondary source usually analyses and interprets. Finding out
about research that already exists will help form new research.

Data Gathering Procedure / Research Instrument

First, the researchers wrote a letter to the management of Adidas-Festival Mall to seek
permission to conduct a study about their customers. Second, they distributed the survey
forms to the respondents. Third, they collected all the questionnaires. Fourth, they tallied
the data. Lastly, they treated the data statistically to determine the level and reasons of
brand loyalty for Adidas Sportswear.

Statistical Treatment
To evaluate responses obtained from each respondent, we used the following:
Percentage Analysis
Percentage= f / N x 100 %
ANOVA

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ANOVA Interpretation

RANGE

REMARKS

0.0-1

Somewhat Loyal

1.01-2

Loyal

2.01-3

Very loyal

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Chapter 4

PRESENTATION, INTERPRETATION, AND ANALYSIS OF DATA

DATA GATHERING
First, the researchers wrote a letter to the management of Adidas-Festival Mall to seek
permission to conduct a study about their customers. Second, they distributed the
survey forms to the respondents. Third, they collected all the questionnaires. Fourth,
they tallied the data. Lastly, we treated the data statistically to determine the level and
reasons of brand loyalty for Adidas sportswear.

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DEMOGRAPHIC PROFILE
TABLE 4.1Gender of the Respondents

FEMALE
MALE
Total

No. of Respondents

Percentage

75
25
100

75%
25%
100%

The table above shows that 75 or 75% of the respondents are female while 25 or 25
% are male.
Table 4.2Age of the Respondents

Age Bracket

No. of Respondents

Percentage

20 and below
21-40
41 and above

52
32
16

52%
32%
16%

The table above shows that 52 respondents are 20 and below, 32 are 21-40 and 16 are
41 and above.

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TABLE 4.3
Profession of the Respondents
RESPONDENTS

PERCENTAGE

STUDENT

NO. OF
RESPONDENTS
48

EMPLOYEE

40

40%

BUSINESSMAN

10

10%

OTHERS

2%

TOTAL

100

100%

48%

The table above shows that among the respondents, 48 are students, 40 are
employees, 10 are businessmen, and 2 for others.

QUESTIONNAIRE PROPER
Aside from the respondents profile, the researchers studied closely different
variables that can affect the LEVEL AND REASONS OF BRAND LOYALTY FOR
ADIDAS SPORTSWEAR. To determine the level of agreement as to the degree of the
role of level and reasons of brand loyalty of Adidas Sportswear, the respondents were
asked to rate each of the statement written in the questionnaire using 3 points scale: 3Very loyal, 2- Loyal and 1- Somewhat loyal. Then the respective weighted means were
computed to determine the ranking.

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PSYCHOGRAPHIC PROFILE
Table 4.3 Model in terms of Style of Adidas
SOMEWHAT
MODEL
FEMALE
MALE

VERY LOYAL
27%
36%

LOYAL
64%
40%

LOYAL
9%
24%

More than half of the female respondents are loyal and almost 1/10 of female respondents
are somewhat loyal when it comes to model of the brand.
It appears that both male and female are loyal when it comes to considering the style of
Adidas Sportswear.

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Table 4.4 Design in terms of Style of Adidas

SOMEWHAT
DESIGN
FEMALE
MALE

VERY LOYAL
35%
40%

LOYAL
45%
36%

LOYAL
20%
24%

Almost half of the female respondents are loyal and almost quarter are somewhat loyal
when it comes to design in terms of style of the brand.
It shows that males are very loyal than female respondents in considering the design of
Adidas Sportswear.

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Table 4.5 Fashionable Awareness in terms of Style of Adidas

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COLLEGE OF BUSINESS ADMINISTRATION

FASHIONABLE
AWARENESS
FEMALE
MALE

SOMEWHAT
VERY LOYAL
32%
24%

LOYAL
49%
44%

LOYAL
17%
32%

Almost half of the female respondents are loyal and almost 1/5 are somewhat loyal when
it comes to fashionable awareness of the brand.
It shows that females are more loyal than male respondents in considering fashion
awareness of Adidas Sportswear.

Table 4.6 Durability in terms of Quality

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SOMEWHAT
DURABILITY
FEMALE
MALE

VERY LOYAL
59%
48%

LOYAL
29%
40%

LOYAL
12%
12%

More than half of the female are very loyal while almost half of male are also very loyal
when it comes to durability of the brand.
It appears that both male and female respondents are very loyal in considering durability
of Adidas Sportswear.

Table 4.7 Comfort in terms of Quality

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SOMEWHAT
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COMFORT
FEMALE
MALE

VERY LOYAL
51%
11%

LOYAL
16%
4%

LOYAL
8%
10%

More than half of female are very loyal and only 1/25 of male are loyal when it comes to
comfort of the brand.
It appears that both male and female are very loyal in considering comfort of Adidas
Sportswear.

Table 4.8
Performance in terms of Quality

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SOMEWHAT
SANPERFORMANC
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E
FEMALE
MALE

VERY LOYAL
45%
44%

LOYAL
40%
52%

LOYAL
15%
4%

More than half of male are loyal and only 1/25 of male are somewhat loyal when it
comes to performance of the brand.
It shows that there is only one percent difference between male and female respondents
that are very loyal in considering the performance of Adidas Sportswear.

Table 4.9
Lower Price of Adidas

LOWER
PRICE

SOMEWHAT
VERY LOYAL

LOYAL

LOYAL

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FEMALE COLLEGE
21% OF BUSINESS
60% ADMINISTRATION
19%
SAN PEDRO
MALE

56%

36%

8%

More than half of female are loyal and only 2/25 of male are somewhat loyal when it
comes to lower price of the brand.
It shows that males are very loyal compared to female respondents in considering the
lower price of Adidas Sportswear.

Table 4.10
Affordability of Price

AFFORDABILIT
Y
FEMALE
MALE

SOMEWHAT
VERY LOYAL
23%
36%

LOYAL
61%
44%

LOYAL
16%
20%

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More than half of female are loyal and only 4/25 of female are somewhat loyal when it
SAN
PEDRO COLLEGE OF BUSINESS ADMINISTRATION
comes to affordability of the brand. It shows that males are very loyal as compared to
female respondents when considering affordability of Adidas Sportswear.
As a whole male and female are both loyal in terms of affordability.

Table 4.11
Sale Price of Adidas

SOMEWHAT
SALE PRICE
FEMALE
MALE

VERY LOYAL
53%
40%

LOYAL
36%
36%

LOYAL
11%
24%

More than half of female respondents are very loyal and only 11/100 of female are
somewhat loyal when it comes to sale price of the brand.

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It shows that both male and female are very loyal in considering sale prices of Adidas
SAN
PEDRO COLLEGE OF BUSINESS ADMINISTRATION
Sportswear.

Table 4.12
Famous Brand Name

FAMOUS
BRAND NAME
FEMALE
MALE

SOMEWHAT
VERY LOYAL
44%
44%

LOYAL
36%
20%

LOYAL
20%
36%

Almost half of both male and female are very loyal and 1/5 of female are somewhat loyal
when it comes to fame of the brand name.

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It shows that both male and female are very loyal when considering the fame of Adidas
SAN
PEDRO COLLEGE OF BUSINESS ADMINISTRATION
Sportswear.

Table 4.13
Trusted Brand Name

TRUSTED
BRAND NAME
FEMALE
MALE

SOMEWHAT
VERY LOYAL
33%
48%

LOYAL
37%
16%

LOYAL
30%
36%

Almost half of male are very loyal and only 4/25 of male are loyal in trusting the brand
name of Adidas. It shows that males are very loyal as compared to female respondents
when it comes to the trustworthiness of Adidas Sportswear as a brand.

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Table 4.14
Trade Mark

SOMEWHAT
TRADE MARK
FEMALE
MALE

VERY LOYAL
32%
32%

LOYAL
51%
60%

LOYAL
17%
8%

More than half of males are loyal and there are only 2/25 of male that are somewhat loyal
when it comes to trade mark of the brand. It shows that both male and female are loyal in
trade mark of Adidas Sportswear.

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Table 4.15
Slogan in terms of Brand Identity

SOMEWHAT
SLOGAN
FEMALE
MALE

VERY LOYAL
31%
36%

LOYAL
41%
48%

LOYAL
28%
16%

Almost half of males are loyal and only 4/25 of male are somewhat loyal when it comes
to the slogan of the brand. It shows that both male and female are loyal in considering the
slogan of Adidas Sportswear.

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Table 4.16
Logo in terms of Brand Identity

SOMEWHAT
LOGO
FEMALE
MALE

VERY LOYAL
32%
48%

LOYAL
21%
20%

LOYAL
47%
32%

Almost half of males are very loyal and only 1/5 of male are loyal when it comes to the
logo of the brand. It shows that male is very loyal while women are somewhat loyal when
considering the logo of Adidas Sportswear.

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Table 4.17
Brand Color in terms of Brand Identity

BRAND
COLOR
FEMALE
MALE

SOMEWHAT
VERY LOYAL
28%
44%

LOYAL
40%
28%

LOYAL
32%
28%

Almost half of males are very loyal and more than of female are very loyal when it
comes to the color of the brand.
It shows that males are very loyal as compared to female in considering the brand color
of Adidas Sportswear.

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Table 4.18
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BUSINESS ADMINISTRATION
Excitement in terms of Brand Personality

SOMEWHAT
EXCITEMENT
FEMALE
MALE

VERY LOYAL
24%
28%

LOYAL
51%
44%

LOYAL
25%
28%

More than half of females are loyal and only of female are somewhat loyal when it
comes to the excitement to the brand. It shows that both male and female are loyal when
considering the excitement of Adidas Sportswear.

Table 4.19

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Sophistication in terms of Brand Personality

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OF BUSINESS ADMINISTRATION

SOPHISTICATIO
N
FEMALE
MALE

SOMEWHAT
VERY LOYAL
24%
32%

LOYAL
47%
60%

LOYAL
29%
8%

More than half of males are loyal and only 2/25 of males are somewhat loyal when it
comes to the sophistication of the brand.
It shows that both male and female are loyal in considering the sophisticated aura of
Adidas Sportswear.

Table 4.20
Competence in terms of Brand Personality

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SOMEWHAT
SANCOMPETENC
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E
FEMALE
MALE

VERY LOYAL
45%
40%

LOYAL
39%
32%

LOYAL
16%
28%

Almost half of females are very loyal and only 4/25 of female are somewhat loyal when
it comes to the competence of the brand.
It shows that both male and female are very loyal in considering the competence of
Adidas Sportswear.

Table 4.21 Overall percentage of male and female respondents

CATEGORY

STYLE
QUALITY

Model
Design
Fashionable
Awareness
Durability
Comfort

Very
Loyal

Loyal

Somewhat
Loyal

29%
36%

58%
43%

13%
21%

30%

48%

22%

56%
62%

32%
20%

12%
18%

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Performance
45%
43%
12%
SAN PEDRO COLLEGE
OF BUSINESS
ADMINISTRATION
Lower Price
Affordability
Sale Price
Famous Brand Name

30%
26%
50%
44%

54%
57%
36%
32%

16%
17%
14%
24%

Trusted Brand Name

Trade Mark
Slogan
BRAND
Logo
IDENTITY
Brand Color
Excitement
BRAND
Sophistication
PERSONALITY
Competence
This shows that respondents are:

37%
32%
32%
36%
32%
25%
26%
44%

32%
53%
43%
21%
37%
49%
50%
37%

31%
15%
25%
43%
31%
26%
24%
19%

PRICE

BRAND NAME

Loyal in terms of style, price, brand name, brand identity and brand personality
Very loyal when it comes to quality and brand name

Table 4.22 Overall interpretations per categories

CATEGORY

It
that

STYLE
QUALITY
PRICE
BRAND NAME
BRAND IDENTITY
BRAND
PERSONALITY

VERY
LOYAL
32%
54%
35%
38%
33%
32%

50%
32%
49%
39%
34%

SOMEWHAT
LOYAL
18%
14%
16%
23%
33%

45%

23%

LOYAL

shows
some

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customers of Adidas Sportswear are very loyal to the brand because of its quality and
SAN
PEDRO COLLEGE OF BUSINESS ADMINISTRATION
some are somewhat loyal because of the price.
Customers are loyal to the Adidas Sportswear.

The table 4:23 to table 4:29 are the interpretations of the results in each statement.
The table shows the level of loyalty of Adidas Sportswear consumers.
Interpretation
0-1

- not so loyal to the brand

1.1-2 - loyal to the brand

2.1-3 faithful to the brand and not looking to other brands

Table 4:23 Style

S1
S2
S3

3
29
36
30

2
58
43
48

1
13
21
22

N
100
100
100

Table 4:24 Quality

Wt x
2.16
2.15
2.08

Remarks
Faithful
Faithful
Loyal

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 37

TO ADIDAS SPORTSWEAR.

S1
56
32
12
100
2.44
Faithful
SAN PEDRO
COLLEGE
OF BUSINESS
ADMINISTRATION
S2
S3

62
45

20
43

18
12

100
100

2.44
2.33

Faithful
Faithful

1.57
1.6
2.36

Loyal
Loyal
Faithful

1.35
2.06
2.17

Loyal
Loyal
Faithful

Table 4:25 Price

S1
S2
S3

30
26
50

54
57
36

16
17
14

100
100
100

Table 4:26 Brand Name

S1
S2
S3

44
37
32

32
32
53

24
31
15

100
100
100

Table 4:27 Brand Identity

S1
S2
S3

32
36
32

43
21
37

25
43
31

100
100
100

Table 4:28 Brand Personality

2.57 Faithful
1.93 Loyal
2.01 Loyal

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 38

TO ADIDAS SPORTSWEAR.

25
49
26
100ADMINISTRATION
1.99 Loyal
SANS1
PEDRO COLLEGE
OF BUSINESS
S2
S3

26
44

50
37

24
19

100
100

2.02 Loyal
2.25 Faithful

Table 4:29
Computation of Mean in Each Statement

Style
S1
S2
S3
Total

Quality

Price

2.16
2.15
2.08

2
4.67
4.62
4.33

2.44
2.44
2.33

5.95
2
5.95
5.43

1.57
1.6
2.36

2.46
2.56
5.57

6.39

13.62

7.21

17.33

5.53

10.59

2.13

4.54

2.40

5.78

1.84

3.53

Brand
Name
1.35
2.06
2.17
5.58
1.86

BN
21.82

4.24
4.71
10.77
3.59

Brand
Identit
y
2.57
1.93
2.01
6.51
2.17

BI2
6.6
3.72
4.04
14.36
4.79

Brand
Personalit
y
1.99
2.02
2.25
6.26
2.09

BP2

Total

3.96
4.08
5.06
13.1
4.37

37.48
5.35

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 39

TO ADIDAS SPORTSWEAR.

SAN PEDRO COLLEGE OF BUSINESS ADMINISTRATION

The table above was used as the input in computing the ANOVA test.

Table 4:30
SUMMARY ANOVA SINGLE FACTOR

Groups

Count

Sum

Average

Variance

Style

6.39

2.13

0.002

Quality

7.21

2.40

0.004

Price

5.53

1.84

0.20

Brand Name

5.58

1.86

0.20

Brand Identity

6.51

2.17

0.12

Brand Personality

6.26

2.09

0.02

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 40

TO ADIDAS SPORTSWEAR.

SANSource
PEDRO
COLLEGE OF BUSINESS ADMINISTRATION
of
Variation

SS

Df

MS

P-value

F crit

Between
Groups

0.66

0.13

1.45

0.28

3.11

Within
Groups

1.10

12

0.10

Total

1.75

17

SOLVE DATA
xa

= 2.13

SS W

xb

= 2.40

df t

= 17

df w

= 12

xc

= 1.84

= 1.10

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 41

TO ADIDAS SPORTSWEAR.
b
= 1.86COLLEGE OF BUSINESS MSS
= O.13
SANx dPEDRO
ADMINISTRATION

xe

= 2.17

xf

= 2.09

x
2
x

ss b

MSS w
Fb

= 37.38
= 79.77

df b

p value

= O.10

= 1.45
=5
= 0.28

= 0.66

HYPOTHESIS TESTING
1. H 0 = There is significant difference between factors including style, price, quality,
brand name, brand identity, brand personality of Adidas Sportswear.

Ha

= There is a significant difference between factors including style, price, quality,

brand name, brand identity and brand personality of Adidas Sportswear.

2. a = 0.05,

p value = 0.28

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 42

TO ADIDAS SPORTSWEAR.

p value (0.28)
a (0.05)
0
3. Decision
Rule:COLLEGE
Reject
ifOF
SAN
PEDRO
BUSINESS ADMINISTRATION

4. Decision: Do not reject

H0

because the

p value

(0.28)

a (0.05)

5. Conclusion: The researchers conclude that there is significant difference between

factors including style, price, quality, brand name, brand identity, brand personality of
Adidas Sportswear.

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 43

TO ADIDAS SPORTSWEAR.

This chapter deals with the summary of studied data, conclusion and the
SAN PEDRO
COLLEGE OF BUSINESS ADMINISTRATION
recommendation of the whole study entitled, RESEARCH ON THE LEVEL AND
REASONS OF BRAND LOYALTY TO ADIDAS SPORTSWER. This study was
primarily concerned with the significant relationship between the level and reasons of
brand loyalty to Adidas Sportswear.

SUMMARY
Adidas Sportswear has its trademark when it comes to its different vogue. Brand
Loyalty of Adidas Sportswear consumers has different levels with regards to the
characteristics of the brand. There are factors that affect the loyalty of consumers in
Adidas Sportswear. The researchers decided to study the consumers who are buying in a
branch of the said company.

In this study, the researchers gathered data about the demographic and psychographic
profile. The demographic profile includes the age and gender while psychographic profile

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 44

TO ADIDAS SPORTSWEAR.

includes categories like style, quality, price, brand identity, brand name and brand
SAN
PEDRO COLLEGE OF BUSINESS ADMINISTRATION
personality.

BENEFITS OF CONSUMER
All consumers deserve the quality in exchange for what they pay for. This refers
not only to the physical features but also durability and comfort. Brand name may be a
factor for buying the product, but for Adidas Sportswear, its the quality, style, top-of-theline products that make consumers patronize the brand.

CONCLUSION

The respondents are dominantly female, ages 20 and below and are students.
Customers of Adidas Sportswear are loyal to the brand. The may be looking at
the other brands but they still choose to buy almost all of their items in the same

brand.
Quality is the major factor why customers buy Adidas Sportswear.

RECOMMENDATION
On the basis of the findings of this study, the researchers recommend the following:
To the company:

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 45

TO ADIDAS SPORTSWEAR.

Adidas Sportswear should continue to improve their good quality products.

SAN
PEDRO
COLLEGE OF BUSINESS ADMINISTRATION

Adidas Sportswear should produce new and fashionable designs that are

appropriate for the most no. of consumers which are the students.

Adidas Sportswear should implement a sale price of their items three times a
month.
To the competitors:

Adidas Sportswear should be aware of competitors strengths and weaknesses to

be more competitive against them.

Finally studies related to the level and reasons for brand loyalty must be explored
further by future researchers.

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY

TO ADIDAS

A Research

RESEARCH ON THE LEVEL AND REASONS OF BRAND LOYALTY 46

TO ADIDAS SPORTSWEAR.

SAN PEDRO COLLEGE OFPresented

BUSINESS
ADMINISTRATION
to
The Faculty of the
Department of Business Administration
of the
San Pedro College of Business Administration

In partial fulfillment
of the Requirements for the Degree of

Bachelor of Science in Business Administration, Major in Marketing

By
CASACOP, Angelica Marie A.
COMBIS, Jennelyn T.
DOMINGO, Joana H.
GALANG, Janella V.

March 2016