Brand Loyalty and Consumer Attitudes on Purchase Behavior of Goldstar Shoes
Date
2024
Authors
Journal Title
Journal ISSN
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Publisher
Shanker Dev Campus
Abstract
The subject of scientific research is the examination of the difference in brand loyalty
factors according to the socio-demographic characteristics (age, education, income level)
of confectionary consumers, as well as the examination of the connection between brand
loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents
completed the structured questionnaire. Determining the difference in brand loyalty factors
according to socio-demographic characteristics of confectionary consumers was performed
using the f test, while the correlation between the brand loyalty factors and brand loyalty
was performed using Spearman's rank correlation as a non-parametric alternative to
Pearson's correlation. It was determined that there is a significant difference in brand
loyalty factors according to the age, education, and income level of confectionary
consumers. There is also a statistically significant correlation between all brand loyalty
factors and brand loyalty.