A Comparison of the Brand Loyalties of Toyota & Honda

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ACKNOWLEDGEMENT

The entire group would like to thank our respected
instructor madam Uzma for her continued patience
with us and for teaching us the subject of “Research
Tools & Techniques” in such a way that it became
interesting. The group would also like to thank sir
Nasir for teaching us SPSS and E-views for data
analysis.

DEDICATION:

Praise to almighty ALLAH who is most beneficent
and the most merciful. We dedicate this project to our
beloved parents and our teacher MAM, UZMA
NAEEM. Their love, guidance, and prayers always
accompanied us in all our tasks. Whatever we are
today is just because of them. All of our achievements
are belong to them.

ABSTRACT
Research work that already exists for brand loyalty states
that consumer satisfaction plays a very important role in
determining the consumer loyalty for any given brand.
Keeping this in mind, research was done on Toyota and
Honda’s brand loyalty. The data primarily collected
through previous research work and latest consumer survey
shows that the Brand Loyalty of Honda is far greater than
that of Toyota due to greater reliability of Honda.

TABLE OF CONTENTS

i.
ii.
iii.
iv.
v.
vi.
vii.
viii.

Introduction …………………………………………..06 Literature review …………………………………07
Theoretical frame work ………………………….09
Generation of hypothesis …………………….10
Research design ………………………………………..11 Conclusion …………………………………………….17 Discussion and recommendation …………….17
References…………………………………………….. 19

INTRODUCTION
Pakistan, which is primarily an agricultural country, also has a booming industrial background. Many new industries are being laid which will no doubt play a very vital role in increasing the economy and pace of development in the country. One of the biggest booms Pakistan has ever seen in its industries is in the Automobile sector. Considered as one of the largest industries in the world, the automobile sector puts a multiplier effect on the economy of the country. Day-in, Day-out, almost 200,000 vehicles roll of the assembly lines of major car manufacturers in the world. Automobile industry in Pakistan started in around 1950‟s and it provides a niche to two of the world‟s biggest car manufacturers; Toyota and Honda.

TOYOTA:
Toyota is one of the world‟s largest manufacturers, selling more than 9 million of their cars in 2009. Rated among the top 10 of the global fortune 500 companies, they are respected all around the world due to their innovativeness and dedication to customer satisfaction. Toyota believes in a set of value, typical of the Japanese view point.

HONDA:
Honda, the number 2 car maker in Japan and fifth largest in the world, is renowned for its most economical fuel consumption and innovative and stylish designs. Though more expensive than Toyota, it provides more economy when it comes to fuel consumption. A company par excellence when it comes to engineering, Honda has an unusually strong image between car manufacturers. It shows that the company can remain independent while other companies form mergers and partnerships.

To come with a logical explanation of why some people prefer Toyota while others are loyal to Honda, we conducted a research on the topic. The research was conducted using questionnaires as a survey instrument. The data collected from these questionnaires was then analyzed using different computer software‟s such as SPSS and E-views.

PROBLEM STATEMENT:
A comparison of the Brand Loyalties of Toyota & Honda customers.

LITERATURE REVIEW
BRAND PERCEPTION:
Brand perception is customer‟s ability to identify the brand under different conditions as reflected by their recognition and recall performance (Kotler and Lane, 2006).

CUSTOMER SATISFACTION & BRAND LOYALTY:
Brand loyalty and customer satisfaction have a positive relationship (Kotler & Lane, 2006). Mostly customers look for features, packaging, sales and repair services and customer care and then differentiate the products of...
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