Group Project

During my junior year of college I partook in a group assignment that required me and my team to study brand loyalty. Brand loyalty is defined as “a deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior (Babin and Harris 2018).” My group and I studied three months of receipts from our chosen customer to identify if they showed signs of brand loyalty toward a product or company. Throughout the receipts we noticed that our customer seemed to buy Hunt’s, Kellogg’s, Piggly Wiggly, and Pillsbury products the most.You can find our essay to the right and PowerPoint below.