Marketing Researech


This paper comprises 60% of the semesters marking, therefore it is critical to secure a good grade in it.

I had submitted this paper earlier for ‘Part A’, and i only recieved a PASS for it. I require to do the ‘Part B’ this time which involves includes a slight repitition of Part A,so i shall attach the graded assignment i received with her feedback on mentioned it.

Individual Assignment:

This assignment requires you to design a research project, clearly identifying your
research problem, developing research questions or hypotheses, selecting relevant
methods and analytical techniques. The assignment will have two parts: Part A is a
research proposal, Part B a research plan. You do not need to collect data to complete this
The topic of the research plan is the choice of the individual student, however it is
expected that the same topic will not be covered by more than one student. The lecturer
will approve the topic when Part A is assessed. It is a good idea to select a topic relevant
to your employment, voluntary work or a marketing topic of interest to you. For example:
1. Design the research project for a topic of your choice related to your proposed minor thesis.
2. Design the research project for a topic of your choice related to a current research issue at
3. Design the research project to investigate awareness of and response to cause-related
marketing in advertising. This project is on behalf of a major banking institution in Australia.
4. Design a research project to investigate the trade off young adult consumers make
between price and corporate social responsibility values when choosing travel suppliers.
This project is on behalf of an adventure travel and tour company.
5. Design a research project to investigate the volunteering and community service habits of
university students in Australia. This project is on behalf of a not-for-profit organisation.
Part A – Due 12th April (10%)
Part A requires you to develop your research problem, your research questions or
hypotheses and list your proposed research methods. Part A will be returned to you with
comments to assist with the development of your final research report. Part A will contain
the following:
– Introduction
– Research problem
– Literature review (secondary data analysis)
– Research questions or hypotheses
– Overview of your approach to research.
Part A has a maximum of 6 pages.


Word Limit 3500 words /- 10%.
Part B should contain the following:
– Introduction and background to your research area
– Research problem
– Literature review (secondary data analysis)
– Research questions OR hypotheses
– Selection and justification of your research method(s)
– Detailed description of your research method(s) – copies of questionnaires or
interview instruments (for example) should be in the appendices
– Possible problems and limitations and how you will overcome them
– Selection and justification of analytical techniques.
– Discussion on why you selected this method in preference to other methods
– Conclusion
– References
– Appendices

only required to do Part B,
the references are to be done in howard style and a minimum of about 12 references.
the appendix and references are not part of the word limit.


Brand loyalty explains the phenomenon in which consumer will continuously purchase one product despite the introduction of other products in the market. Brand loyalty is build around the concept of having the product fulfill the needs of the consumers which means consumers develop loyalty to brands which fulfill their needs compared to those which do not fulfill their needs.  In marketing, brand loyalty can be explained as the extent to which consumers become committed to purchase one product, or otherwise continue purchasing on brand as demonstrated by repeated buying or by other positive behaviors like talking about positive attributes of the brand through the word of mouth. Brand loyalty is more than simply purchasing of the given brand. It   is complex psychological processes which make consumers prefer to purchase one brand over another although both are supposed to fulfill similar physical and psychological needs. There are many factors which leads consumers to develop brand loyalty including situational constrains  like vendor lock in, failure to get another alternative, or just due to  conveniences. This is mere spurious loyalty which comes due to the situation at hand. On the other hand, true brand loyalty comes when customers develop a relative attitude towards the brand as exhibited in their purchase and repurchase behavior. True brand loyalty is advantageous to the firm in different ways as customers are ready to do anything to get their brands. Customers develop a psychological affiliation to the brand such that even if they use another brand and produce the same results, they will feel dissatisfied or may perceive results in a negative manner. Customers are even willing to pay higher prices to get their brand and will always bring in new customers through the word of mouth. Brand loyalty is therefore a complex process through which consumers prefer to use a given brand of products over another. They will pay higher prices for that brand even if other brands cost less.  This stems from the way in which customer perceive the brand the first time he or she uses it.  If the brand satisfies consumer needs, both physically and psychologically, they will continue being loyal to the brand and become accustomed to it.