INTRODUCTION 3
Chapter 1 THEORETICAL BACKGROUND 5
1.1 Introduction 5
1.2 Definition of Key Terms 9
1.3 Effective Research 14
1.3.1 Factors Influencing Brand Loyalty 16
1.3.2 Factors affecting customer loyalty. 16
Summary 26
Chapter 2 ANALYSIS OF DATA 28
2.1 Introduction 28
2.2 Data Analysis 29
2.3 Summary 38
Chapter 3 FINDINGS AND RECOMMENDATION 40
3.1 Introduction 40
3.2 Findings 42
3.3 Recommendations on improvement of brand loyalty of BMW 45
3.4 Summary 46
REFERENCES 49
Appendix1.1: Segmentation of the customer loyalty. 51
APPENDIX 2 Factors affecting loyalty. 52
APPENDIX 3 SURVEY 53