The relation between involvement and Brand loyalty - A case study of macaroni and pasta products

The food industry is for sure one of the key industries in any country. This industry is facing tough competition like the other sectors. We know that attracting new customers to the business needs enormous budgets to be spent on marketing; these expenditures efficiency and effectiveness is a main concern to marketing managers. Therefore acquaintance with the consumer behavior is one the priorities to improve business procedures. Involvement is one of the main attributes in consumer behavior which affects the purchasing process and the post purchase behaviors. This research tries to analyze the relation between involvement and brand loyalty. In order to collect data for the research secondary data and questionnaire were used simultaneously. The statistical population of the thesis is macaroni and pasta products consumers; the sampling technique was the random sample of 384 people. This research is of the applicable type regarding the research’s goal and is survey research type regarding the data collection. To test the thesis’s hypotheses a questionnaire was designed; and the validity and reliability of the questionnaire was tested. To analyze the collected data methods such as koronbach alpha, Kolmogorov Smirnov test, correlation test and the freedman rating test were used. After analyzing the gathered data the hypotheses were approved.