DAWLANCE REFRIGERATORS

 

                                                                    Dawlance

REFRIGERATORS

Factors Influencing Brand Loyalty

INTRODUCTION

Dawlance is one of the largest companies in Pakistan engaged in appliance business. It started its business with refrigerator manufacturing in 1980. Now it is a well-known and famous name in home appliance industry with a vast range including refrigerators, deep freezers, washing machines, small appliances, air conditioners, televisions etc. Dawlance has a prominent and significant market share in Pakistan because it provides its consumers the benefits of modern lifestyle and world-class innovative products, unmatched nationwide customer support, a vast dealer network and after- sales-services throughout the country. The other key players in the Pakistan industry besides Dawlance are LG, Haier, Waves, PEL and Orient.

Specific to refrigerators, Dawlance has a variety of series of stylish and innovative technology based refrigerators. They include Reflection series, H-Zone series, Designer series, Monogram series, Aero Design series, and Horizontal series.

The purpose of this assignment is to find out the factors which help Dawlance to retain its customers for a long time and creating customer life time value.  

1)    METHODOLOGY

To analyze the core competencies of Dawlance, customer perceived value, and factors that build customer loyalty to Dawlance Refrigerators, 20 persons of were selected randomly. The characteristics of selected people are as follows:

CHARACTERISTICS	DESCRIPTIONS
Age	24- 55 years
Gender	9 Male 11 Female
Marital Status	16 Married 4 Unmarried
Income Range	Rs. 20,000 – Rs. 100,000

Information collected from the respondents is as follows:

1.      Refrigerator brand

2.      Time Length of usage in years

3.      Reason for selecting the brand

a.       High quality and Reliability

b.      Reasonable price

c.       Brand name

d.      Past experience (Perception from Family or closed people)

e.       Stylish and innovative design

f.        Advanced Technology

g.       General perception

4.      Preference to this brand while repurchase or suggest other to purchase this brand

2)    RESULT

The response from the people in terms of percentage is as follows:

1.     Refrigerator brand

75% of the respondent were using Dawlance refrigerators while the rest were using PEL and Waves.

2.     Time Length of usage in years

Out of 75 percent, 40 percent were associated with Dawlance for more than 15 years, 30 percent 50 percent between 5 to 15 years while the rest were using the product for less than 5 years. 

3.     Reason for selecting the brand

The rating given by the respondents to the following factors is detailed below:

FACTORS	RATING
High Quality and Reliability	100%
Reasonable price	40%
Past experience (Perception from Family or closed people)	90%
Advanced Technology	60%
General perception	70%
Brand name	90%
Stylish and innovative designs	100%

4.     Preference to Dawlance while re-purchase or suggest other to purchase Dawlance Refrigerators

80% of the 20 respondents answered in YES, 10% answered in NO, while the rest of 10% answered in CANNOT SAY.

3)    CONCLUSION

Summarizing the results, consumers prefer Dawlance due to its stylish designs, innovativeness, high quality and reliability and on the basis the past experiences by themselves or by their family members (or relatives) and people having closed relations. People also prefer to purchase refrigerators due to its brand name and general perception of reliability. However, low price does not have a significant influence on purchase decision that shows that people do not think Dawlance presents low priced refrigerators. In last, people already using Dawlance refrigerators are fully satisfied with the product and would like to prefer Dawlance refrigerators to other people.    

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