Consumer's Perception of Brand Loyalty in Car Choices

This thesis empirically investigates the customer's perceptions of brand loyalty in car buying decisions along with other different variables that can affect this process. A total number of two hundred fifty people were selected from different geographic areas in North Cyprus and participants filled a hundred and sixty questionnaires. Independent t-test, descriptive Statistics, one-way analysis of variance (ANOVA) and analysis of regression were employed to examine the relevant subject. Results of independent T-test exposed the presence of statistically significant differences among men and women are based on ‘willingness to pay extra costs for making capable this brand in contest with other brands’, ‘Other brands activities do not affect me in buying this brand’ ‘For solving troubles I can trust to Benz or BMW’ and ‘Never get disappointed by Benz or BMW’. To examine the probability of having to some extent potential differences among the perceptions of the respondents' subset groups, status and income level, Analysis of Variance (ANOVA) test was conducted. ANOVA test results revealed that ‘the advertisement and promotion of the brand have good results’ and "Best experiences will rise as I buy this brand" showed statistical significant differences based on job status whereas ‘Never get disappointed by Benz or BMW’ and ‘My satisfaction is secured by Benz or BMW’ showed significant differences based on income level. Finally, the regression results showed that there is a positive significant relationship between brand loyalty and its determinants. Keywords: Brand Loyalty, Brand Trust, Service Quality, Brand Communication, BMW, Mercedes Benz, North Cyprus, Independent T-test, Anova Test, Regression Analysis.