Review of Related Literature

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B. Age
Some researches highlighted that demographic variables have certain influences on the purchase decision (Puelles et al., 1997; Burton et al., 1998; and Ronjan, 2003). Like in the studies made by Javier, Cataluna, Navarro-Garcia, Phau (1999), Rui Huang, Jeffrey, Villas Boas, (2006), Rani (2009), Ioan (2009) and Jones (2010), shows that one demographic variable that greatly influence repurchasing decisions is age. Researchers cluster the respondents by age in order to know what ages in the market they will focus on. The role of individual characteristics such as age is among the most important variables influencing product and brand choice. Similar to the study of Rani (2009) focusing in the usage of cosmetics, it varies with age. The respondents were focus on 184 respondents of Hyderabad and Secunderabase. Its use among young people, ages 15-22, is restricted and lessens the restriction when they rich middle age that ranges from 23-39. But as they reach the old age or 40 and above, restriction is greater again (Rani, 2009). These restrictions may be based in the change in their physical physique, their preferences on how should they look and the ability of taking risks in trying out new trends. Hence, less consumption of good is partially due to restriction and not simply age. This study is also close to Jones (2010), where boomerangers or people whose age ranges from 20-29 are a market that should be given attention because they typically build brand loyalty in these ages.

The effect of age to brand loyalty is also related on what product a person is buying. For example, brand loyalty significantly varies among types of goods where age affects only durables (Ioan, 2009). The result came from an investigated population who are heterogeneous individual customers. These individuals vary in their behaviour and attitudes, what they do and think about a certain product. This is closely correlated to the findings of Megan Lodes and Cheryl Buff (2009). Their...
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