Tourism Industry Profile: Tourism in India Is Economically Important and Is Growing Rapidly. The World Travel &

Tourism Industry Profile 22
Tourism in India is economically important and is growing rapidly. The World Travel &
Tourism Council calculated that tourism generated 8.31 lakh crore (US$120 billion) or 6.3%
of the nation's GDP in 2015 and supported 37.315 million jobs, 8.7% of its total employment.
The sector is predicted to grow at an average annual rate of 7.5% to 18.36 lakhs
crore (US$270 billion) by 2025 (7.2% of GDP). In October 2015, India's medical tourism
sector was estimated to be worth US$3 billion. It is projected to grow to $7–8 billion by
2020. In 2014, 184,298 foreign patients traveled to India to seek medical treatment. About
80.27 lakhs (8.027 million) foreign tourists arrived in India in 2015 compared to 76.79 lakhs
(7.679 million) in 2014, recording a growth of 4.5%.Domestic tourist visits to all states
and Union Territories numbered 1,036.35 million in 2012, an increase of 16.5% from 2011.In
2014, Tamil Nadu, Maharashtra and Uttar Pradesh were the most popular states for
tourists. Chennai, Delhi, Mumbai and Agra have been the four most visited cities of India by
foreign tourists during the year 2011. Worldwide, Chennai is ranked 38 by the number of
foreign tourists, while Mumbai is ranked at 50, Delhi at 52 and Agra at 66 and Kolkata at 99.
Visa policy of India
Visa policy of India
India
Visa not required
e-Tourist Visa
Visa required
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E-Tourist Visa
In order to boost tourism numbers,the Indian Government decided to implement a new visa
policy, allowing visitors to obtain a visa on arrival at 16 designated international airports by
obtaining an Electronic Travel Authorization online before arrival without the need to visit an
Indian consulate or visa centre. As a result of this, 56,477 tourist arrived on e-Tourist Visa
during the month of October, 2015, as compared to 2,705 during the month of October, 2014
marking to a growth of 1987.9%. During January–October, 2015 a total of 2,58,182 tourist
arrived on e-Tourist Visa as compared to 21,995 during January–October, 2014 registering a
growth of 1073.8%.
The facility will be made available to citizens of about 180 countries in several phases. ] On
27 November 2014, India introduced its visa on arrival enabled by ETA facility for tourists
and business visitors, to citizens of following countries – Australia, Brazil, Cambodia, Cook
Islands, Djibouti, Fiji, Finland, Germany, Indonesia, Israel, Japan, Jordan, Kenya, Kiribati,
Laos, Luxembourg, Marshall Islands, Mauritius, Mexico, Micronesia, Myanmar, Nauru, New
Zealand, Niue Island, Norway, Oman, Palau, Palestine, Papua New Guinea, Philippines,
Russia, Samoa, Singapore, Solomon Islands, South Korea, Thailand, Tonga,
Tuvalu, UAE, Ukraine, USA, Vanuatu and Vietnam. The facility was extended to China,
Macau and Hong Kong on 30 July 2015.The facility was further extended to citizens of
Andorra, Argentina, Armenia, Aruba, Belgium, Bolivia, Colombia, Cuba, East Timor,
Guatemala, Hungary, Ireland, Jamaica, Malta, Malaysia, Mongolia, Monaco, Mozambique,
the Netherlands, Panama, Peru, Poland, Portugal, Seychelles, Slovenia, Spain, Saint Lucia,
Saint Vincent and the Grenadines, Surinam, Sweden, Taiwan, Tanzania, Turks and Caicos
Islands, the United Kingdom, Uruguay and Venezuela on 15 August 2015.
The visa on arrival requires a tourist to apply online on a secure Government of India
website, at least 4 to 30 days before the date of travel. If approved, the passenger must print
and carry the approved visa with the travel documents. The visa allows holders of Electronic
Travel Authorization (ETA) to enter and stay anywhere in India for 30 days. The ETA can be
obtained twice in a single calendar year. The visa on arrival facility is expected to be
expanded to about 180 countries over time. In April 2015 the scheme was renamed to e-
Tourist Visa in order to avoid confusion.
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Introduction
The Indian tourism and hospitality industry has emerged as one of the key drivers of growth
among the services sector in India. Tourism in India has significant potential considering the
rich cultural and historical heritage, variety in ecology, terrains and places of natural beauty
spread across the country. Tourism is also a potentially large employment generator besides
being a significant source of foreign exchange for the country.
The industry is expected to generate 13.45 million jobs! across sub-segments such as
Restaurants (10.49 million jobs), Hotels (2.3 million jobs) and Travel Agents/Tour Operators
(0.66 million). The Ministry of Tourism plans to help the industry meet the increasing
demand of skilled and trained manpower by providing hospitality education to students as
well as certifying and upgrading skills of existing service providers.
India has moved up 13 positions to 52nd rank from 65th in Tourism & Travel competitive
index@.
Market Size
India’s rising middle class and increasing disposable incomes has continued to support the
growth of domestic and outbound tourism. Total outbound trips increased by 8.7 per cent to
19.9 million in 2015. Inbound tourist volume grew at a Compound Annual Growth Rate
(CAGR) of 6.8 per cent during 2010-15.
Foreign Tourist Arrivals (FTAs) in India increased 11.8 per cent year-on-year to 670,000
tourists in August 2016, while Foreign Exchange Earnings (FEEs) from tourism increased
13.1 per cent year-on-year to Rs 12,903 crore (US$ 1.92 billion), according to data from the
Ministry of Tourism.
Tourist arrivals in India on e-Tourist Visa (e-TV) grew by 196.6 per cent year-on-year to
66,097 tourists in August 2016, attributable to the introduction of e-TV for 150 countries as
against the earlier coverage of 113 countries, according to data from the Ministry of Tourism.
Online hotel bookings in India are expected to double by 2016 due to the increasing
penetration of the internet and smart phones#.
Investments
The tourism and hospitality sector is among the top 10 sectors in India to attract the highest
Foreign Direct Investment (FDI). During the period April 2000-March 2016, the hotel and
tourism sector attracted around US$ 9.23 billion of FDI, according to the data released by
Department of Industrial Policy and Promotion (DIPP).
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With the rise in the number of global tourists and realising India’s potential, many companies
have invested in the tourism and hospitality sector. Some of the recent investments in this
sector are as follows:
 The first Incredible India Tourism Investment Summit 2016, which was organised
from September 21-23, 2016, witnessed signing of 86 Memoranda of Understanding
(MoUs) worth around Rs 15,000 crore (US$ 2.24 billion), for the development of
tourism and hospitality projects.
 The Ministry of Tourism has approved projects worth Rs 450 crore (US$ 67.10
million) under the Swadesh Darshan scheme, for the improvement and creation of
tourism infrastructure in Madhya Pradesh, Uttarakhand, Tamil Nadu, Uttar Pradesh
and Sikkim..
 Global hospitality major Carlson Rezidor Hotel Group, which is also the largest
foreign hotel brand in India by number of hotels, plans to increase its total count to
120 hotels in India by 2020.
Road Ahead
India’s travel and tourism industry has huge growth potential. The tourism industry is also
looking forward to the expansion of E-visa scheme which is expected to double the tourist
inflow to India. Rating agency ICRA ltd estimates the revenue growth of Indian hotel
industry strengthening to 9-11 per cent in 2015-16. India is projected to be the fastest
growing nation in the wellness tourism sector in the next five years, clocking over 20 per cent
gains annually through 2017, according to a study conducted by SRI International.
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All Tourism related Services under One Roof
India as a whole is compose mosaic of different cultures and languages. Further more, there
is a big diversity in land climate and traditions - getting all services under one roof, is thus,
very difficult.
But, this milestone has been achieved by the ITDC through its wide network. Services under
one roof, is thus, very difficult. But, this milestone has been achieved by the ITDC through its
wide network.
a) Accommodation and Catering
ITDC's accommodation chain, the Ashok group is not only one of the largest but also the
most varied. Its 33 Hotels at 26 destinations (before disinvestment) provide accommodation
ranging from luxury suits to modestly furnished rooms, from Beach Resorts and Palace hotels
to a
moderately priced forest lodges near to suitable markets, Ashok group of hotels has been
classified under three categories :
a) Elite
b) Classic 132
c) Comfort
The corporation has been a market leader in promoting India as a convention destination. In
order to consolidate its market share these facilities are modernized and expanded. ITDC
offers Indian cuisine in all its diversity at its chain of hotels and restaurant. Over 100
restaurants are located in 33 hotels in India. With more than 3 decades of expertise, ITDC's
Ashok group has promoted Indian cuisine in major cities across the world through food-cum-
cultural festivals.
b) Duty Free and tax free shops
With pre-ordering service and advance booking scheme being introduced at the duty free
shops at the arrival and departure lounges of major airports, shopping has become very easy.
There is wide range of products available for the buyer
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c) Conference facilities
All conference related facilities can be found under one roof. Seating arrangements for
different requirements are available in all the ITDC units. The Ashok Hotel has the largest
conference hall with sitting arrangements for 2,500 delegates. Furthermore, business
facilities, inaugural functions, technical facilities, exhibitions, entertainment for the delegates
etc. are also provided by I.T.D.C.
d) Entertainment facilities
With three son-el-luminiere shows in Delhi, Ahmedabad and Srinagar and lots of music
consorts and dance festivals are being 133 organised by ITDC. These can be enjoyed during
stay at one of the ITDC hotels.
e) The Travel Agency facilities
The travel agency facilities are also available as ITDC has its own in house travel agency
which deals with reservations to airlines, preparing itineraries and booking hotels all over
India.
f) Instant booking and Reservation
Instant booking and reservation to any hotel in this network can be easily done through
Ashok Instant Reservation Service in marketing division.
Customer Services is directly related to Tourism
Travel Industry is based on Money and without customer there is no Income. Good customer
service is required at every part of tourism either it is hotel, restaurant, travel agency, flight
etc. Regardless of how rude and demanding the customer can be it is more important to keep
positive attitude and be friendly with the Customer .
Tourism is the industry in which passenger contacts us to get what he/she dreams of for their
holiday. Travellers at the end of the day go on a vacation to relax and to have a good time.
Every airline, railway company or travel agency emphasize a strong customer service as to
those who get service are more likely to return for their future travel arrangements. If tourists
get good service in a well-known hotel then they will consider that hotel chain first whenever
they will travel again and would recommend it to others within their social circle. Similarly if
the traveller gets good service from any specific airline or travel trader then he will consider
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being a frequent customer with that specific service provider and in turn will generate future
business for the serving companies, including Yatra.com, makemytrip.com, cleartrip.com
and Travelocity.com etc
Poor customer service can ruin the reputation of that hotel, restaurant, airline or a travel
agency. If customer gets bad experience then neither he will use that supplier again nor will
he advise anyone to use it again. So directly that supplier will lose that customer revenue in
future and indirectly he will lose the prospective client which could get them a lot of business
in the Future
Customer care is an essential part of the hospitality Industry Tourism is the industry that
helps a country to get economical Stability.
Tourist generates business in a country and plays a key role in achieving the socio-economic
goals of development plans of the nation. Good customer service ensures more opportunities
for business for the service Providers. Customer care is the base of any industry and its
growth. It helps us develop a loyal customer base and improve relationships with our
customers.
Tourist is such a wide industry and customers have many alternatives available for their
requirement. The modern customer is well informed and needs full value for his money. In
case of inconvenience, they do dial Toll Free Number of the customer care support of the
company in rule. In such a competitive industry, it is very difficult to make him a loyal
customer and a satisfied customer. Loyal customers come back again and again which
promotes the business through of word of mouth, all goes with a good and strong customer
support. By building a long term customer base, we can reduce the cost of looking new
customers. Good service helps to turn customer into ambassador of our business .They
will buy our product and service regularly and will give valuable feedback which will
generate more revenue to the supplier in his good or bad Time.
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Company Profile: TNT (Trips N Tourism) 20
BUSINESS INFORMATION
Business Name : Trips N Tourism
Business Address : Office No. 16, 2nd Floor, Chhabra Complex, Mahesh Nagar,
Jagadhari Road, Ambala Cantt.
E Mail : info@tripsntourism.in
Contact Nos. : +91-72063-33334, +91-90340-98123
WHO WE ARE
Trips N Tourism is one of the leading tour operators in the country, providing
comprehensive services for groups and individuals from and to the country. It was established
in the year 2014 holding places, people and customs through guides, modern transportation,
quality hotels, fine restaurants and other prominent vendors for meeting client’s needs and
satisfaction through best possible services in the tourism industry.
With our Head Office located in Ambala Cantt and our other branch offices located at
Delhi, Zirakpur and Kurukshetra and still expanding we believe in providing diversified
services to our clients under one roof. Our aim is to provide the best services to our
customers, targeting their friendship and a long lasting relationship.
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WHAT CAN WE DO FOR YOU
Trips N Tourism as an organisation includes all services related to tourism, which basically
includes :
 Domestic and International Airlines Reservation and Ticketing.

 Domestic and International hotel reservations.
 Domestic and International Car Rentals.
 All over the year excursions including Adventure tours, Eco-tours, Sea Resort
Holidays, Relaxation and Spa Treatment packages, other customized tours.
 Camping Services
 Arrangements for Corporate Conferences and Parties
 Schools and Colleges Tours for any location in India and Abroad.
SERVICES
We believe in providing hassle free travel to our clients by providing best customer oriented
consultation. Our team members are friendly, professional and experienced in
accommodating both the seasonal travellers and those new to the world of travel. We pride
ourselves in customer satisfaction. And that is the basic reason that a large percentage of our
bookings are from repeated clientele while much of our new business is from references
provided by our existing customer base. All of our team members are delighted to serve you
24x7, including holidays.
Therefore, give us an opportunity to serve you and experience the difference between us and
the others.
Services offered by Trips N Tourism
✔ Nature/Wildlife Tours ✔ Luxury Tours
✔ Pilgrimage Tours ✔ Spiritual/Healing Tours
✔ Adventure Tours ✔ Weekend Tours
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✔ Group Tours ✔ Honeymoon Tours
Deals in
 Full Service agency

 Visa assistance
 Ticketing
 Car Rentals
 Local Transportation
 Hotel and Lodging
 B2B Services
Major competitors of Trips N Tourism
 Sai tours n travels

 Grand India tours and travels
 VJ tours and travels
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BRAND LOVE
“Brand love” or brand loyalty is a term used to describe the tendency that consumers have
to stick with the products or services bearing brand names they know and trust. Brand
loyalty translates to repeat sales, so it’s in the best interest of the company that carries the
brand to maintain its reputation and recognizability in order to maintain profit. Altering
the look and feel of a brand can have disastrous consequences for a company, as it runs
the risk of alienating brand-loyal consumers who may not recognize or trust the product
or service under different packaging.
In addition to the greater security offered by trusted brand names, many consumers
simply don’t want the hassle of trying out different products or services once they’ve
found one they’re comfortable with. Purchasing different products and services can result
in wasted time if the product or service is unsatisfactory to the consumer, not to mention
wasted money if the product or service is non-refundable.
Jacoby (1971) suggests that Brand loyalty is the purchase response of an individual or
consumer for one or more alternative brands over a time period deciding from a set of
alternative Brands.
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IMPORTANCE OF BRAND LOVE
Aaker (1991) and Reichheld (1996) suggest that brand loyalty is become very much
important factor for marketers and consumer researchers. Study suggests that an
organization which is having so many loyal customers will lead them to greater share and
high profit and suggest that brand loyal customers will engage in positive word of mouth
for company and even do not accept the marketing strategies of competitors. A brand is
defined as a type of product manufactured by a company under a particular name, but in
reality, it’s so much more than that. According to Lois Geller, a contributor to Forbes, “A
brand is a promise. Think of some top brands and you immediately know what they
promise… you know what you’re going to get.”
It’s that promise that makes a brand go from good to great. An article by Kevin Carey
references this branding tactic, showing a survey that claims Coca-Cola to be the most
valuable brand in the world. Carey states, “The name alone is worth $77.8 billion.
Making fizzy brown sugar water isn’t difficult. The brand is what sells 1.8 billion
servings a day.”
Coca-Cola’s promise has led to brand loyalty, which is officially defined by Investopedia
as “when consumers become committed to your brand and make repeat purchases over
time.” Interestingly enough, a brand’s promise, combined with its home location base,
can be a key factor in marketing and which product consumers purchase.
Take the age-old Dunkin Donuts vs Starbucks debate. The Boston Globe mapped all the
Starbucks and Dunkin Donuts in the United States and had business analysts interpret the
results to truly see the competition between the two companies. With more than 11,100
Starbucks and 7,200 Dunkins, the maps show that the companies cater to different coasts,
proving their brands are location-specific, especially in their founding states.
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TRUST
Trust is considered as important factor to build the relationships among the customers and
the organization. It is trust which makes customer closer to the organization (Morgan and
Hunt, 1994). Trust is build when organization promises to provide the quality service to
customers and it is successful to provide them that service quality then the trust is build
(Nawaz and Usman, 2011).
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STEPS TO BUILD BRAND LOVE
1) Establish brand storytelling –

Create stories that communicate the personality, values and experiences of your
brand. Genone Murrary, Course Director in Internet Marketing at Sail University,
argues that companies should base these stories by analyzing and understanding the
personality, values and experiences of your customers. Create a brand story that
connects with your product/service and target demographics. Don’t equate your
brand story with a list of products, services or prices. Build your brand story by
determining what sets your company apart from your competitors and what
establishes a unique identity for you (unique selling proposition – USP). Create brand
storytelling and experiences both in-person and online.
2) Connect with your customers –
Be present at touch points which matter most to your customers and provide an
emotional connection. As brands are battling for higher affinity, connect and engage
with your customers on a regular basis. Increase awareness amongst your
customers. Provide your customers with value and motivation and create a
community that builds buzz around your brand.
3) Anticipate their needs –
Don’t start selling to your customers, listen to their needs and focus on what your
customers want. Your customers are looking for the next experience, so offer them
additional value or incentives (i.e. loyalty cards or programs), as these customers are
typically more profitable and will most likely reciprocate by staying loyal to your
brand.
4) Deliver on promise –
Make it a habit to deliver happiness every step of the way. Show your customers that
you truly care by surpassing their expectations. Offer something new or exciting and
stay true to your brand mission and promise.
5) Be consistent –
Consistently delivering the same message and performance through all lines of
business is reassuring and helps keep your brand top-of-mind. Being consistent helps
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re-affirm your customers’ trust and credibility in your brand, and helps provide
clarity of distinction from competitors.
6) Deliver personalized experiences –
Digital marketing enables us to connect with customers in different ways. Drive a
strategy of conversational marketing that orchestrates one-to-one seamless messaging
across all channels. Profile, segment and analyze your customer base and past
buying patterns and create personalized, two-way interactions with your customers
that are relevant and customized. Don’t group your customers as stats. Keep your
focus on building customer relationships.
To establish brand loyalty you must live by your company’s core principles and go above
and beyond customer expectations. Go the extra mile to set your brand apart from anyone
else. Determine your company’s inside advantage. Find something uncommon about
your offering, and find a way to become well-known to your core customer base by
offering a differentiation. Kevin Roberts from Saatchi & Saatchi describes the goal of
marketing as the creation of “love beyond reason.” Marketers should focus on creating
more brand loyalists and “brands that create an intimate emotional connection that you
simply can’t do without. Ever” Your existing customers are the most valuable to your
business, so start to create an emotional connection and reward them.
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THEORETICAL FRAMEWORK
Construct: Studying the brand love with regard to passion driven behavior self brand
integration, positive emotional connection, long term relationship for seeing their effect on
brand loyalty with special reference to trips and tourism
DEPENDENT VARIABLE:
 Brand Loyalty
INDEPENDENT VARIABLE:
 Brand Love i.e.

 Passion Driven behaviour
 Self brand integration
 Positive Emotional Connection
 Long-Term Relationship
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LITERATURE REVIEW
BOOKS
 Sekran Uma1 (4th Edition),“Business Research Methodology”;

Research methodology which has used by researcher do design proper research
framework. Researcher has studied data analysis and interpretation from this which
can be used by her in analyzing the responses of the individuals.
 Malhotra K Naresh2 (5th Edition),“Marketing Research: An Applied Orientation”;
Types of research design and researcher has used this knowledge in determining the
purpose of the study, time horizon, study setting and type of investigation for this
study.
 Kothari C.R.3(2nd Revised Edition),“Research Methodology Methods and
Techniques”;
Research methods which have been used by researcher. Researcher has used the
knowledge while designing sampling design which helped in determining sample
area,
Sample unit etc. of the present study.
 Coakes J Sheridan, Steed Lyndall&Dzidic Peta4, “SPSS Version 17.0 for
Windows”;
Information regarding the important tool used in the study and defines where it is
applied and why. It explains the relevance of different tools to be used.
 Jain T.R. 5,“Statistics for MBA”;
The importance of regression and also understanding the null and alternate
hypothesis which helps in the development of hypothesis in the study.and also help in
understand about the sample and sampling design.
 Gupta S.P.6, “Statistical Methods”;
This book reveals information regarding the statistical tools and their limitations in
different fields the research is given in this section. This section explains the use of
regression analysis techniques to the researcher.
 Cooper R. Donald, Pamela S. Schindler7 “Marketing Research”;
The Researcher identified various research designs i.e. descriptive, exploratory and
Experimental research design. The research design being used by researcher in the
study is descriptive cum exploratory.
17
 Beri G.C.8(III Edition), “Marketing Research”;
The book helped the researcher in understanding the different research process and
analytical tools used here.
 Elliott Richard, Percy Larry (Indian Edition)9 “Strategic Brand Management”
This book helps in creating customer loyalty
 Kotler Philip, Keller Kevin Lane, Koshy Abraham, JhaMithileshwar (Indian
Edition)10 “Marketing Management” This helps in creating customer value,
satisfaction and loyalty)
 Ramaswamy V S, Namakumari S (3rd edition)11 “Marketing Management” The
factors affecting the brand loyalty and importance of brand loyalty.
 MajumdarRamanuj, Prentice Hall India12 “Product Management in India” By
studying this book, the researcher came to know about the basic model of consumer
decision making EKB that is based on problem recognition, problem statement,
information search, information evaluation, decision and post purchase behaviour and
how it helps the marketer in designing marketing strategy.
 Hair, Black, Babin, Anderson, Tatham (6th edition)13“Multivariate Data
Analysis”Different sources of data collection and the various methods to be used in
collecting these data. The two sources of data collection are primary and secondary
sources and the methods of collecting this data are questionnaires, observation
methods etc.
 Beri G C (3rd Edition)14 “Marketing Research” This book helped in understanding
the different research designs and analytical tools used here
 Cooper DonaldR, Schindler Pamela S (10th edition)15“Business Research
Methods” The various research designs are descriptive, Exploratory and experimental
research design. The research design being used by researcher in the study is
descriptive and exploratory and descriptive.
 Hair, Bush, Ortinau (3rd edition)16“Marketing Research” The information
regarding the basis of what is problem statement, what are the sources of data
collection and what are the methods of data collection is given in this book.
 Sekaran Uma &Bougie Roger (5th edition)17“Research Methods for business”
information about the variables and data collection.
 Tull Donald S, Hawkins Del I (6th edition)18“Marketing Research” The various
research design are descriptive, exploratory and experimental research design. The
18
research design is used by researcher in the study are descriptive and exploratory and
descriptive.
 Gupta S P, Gupta M P19“Business Statistics” revealed information regarding the
statistical tools and their limitations in different fields the research is given in this
section.
 Trochim William M (2nd edition)20“Research Methods” The various steps involved
in research methodology are recognition of problem, literature review, sampling
design research design, data collection, analysis and then hypothesis testing and
statistical tools then research report.
 Nargundkar (3rd edition)21“Marketing Research” The various research design are
descriptive, exploratory and experimental research design. The research design being
used by researcher in the study are descriptive and exploratory and descriptive.
 MalhotraNaresh K(5th edition)22“Marketing Research” The information regarding
the basis of what is problem statement, what are the sources of data collection and
what are the methods of data collection and what are the methods of data collection is
given in this book.
JOURNALS
 Rajeev Batra, Aaron Ahuvia, Richard P. Bagozzi, (2012)23 “Brand Love”, Journal of
Marketing.
This journal helps in knowing the impact of brand love towards products and helps in taking
further decision. Using a grounded theory approach, the authors investigate the nature and
consequences of brand love. Arguing that research on brand love needs to be built on an
understanding of how consumers actually experience this phenomenon, they conduct two
qualitative studies to uncover the different elements (“features”) of the consumer prototype of
brand love. Then, they use structural equations modeling on survey data to explore how these
elements can be modeled as both first-order and higher-order structural models. A higher-
order model yields seven core elements: self–brand integration, passion-driven behaviors,
positive emotional connection, long-term relationship, positive overall attitude valence,
attitude certainty and confidence (strength), and anticipated separation distress.
In addition to these seven core elements of brand love itself, the prototype includes quality
beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to
negative information as outcomes. Both the firstorder and higher-order brand love models
19
predict loyalty, word of mouth, and resistance better, and provide a greater understanding,
than an overall summary measure of brand love. The authors conclude by presenting theoretical
and managerial implications.
 Scott A. Thompson & Rajiv K. Sinha24,(2008) “Brand Communities and New
Product Adoption: The Influence and Limits of Oppositional Loyalty”, Journal of
Marketing
Brand communities have been cited for their potential not only to enhance the loyalty of
members but also to engender a sense of oppositional loyalty toward competing brands.
However, the impact of brand community membership on actual new product adoption
behavior has yet to be explored. This study examines the effects of brand community
participation and membership duration on the adoption of new products from opposing
brands as well as from the preferred brand. Longitudinal data were collected on the
participation behavior, membership duration, and adoption behavior of 7506 members
spanning four brand communities and two product categories. Using a hazard modeling
approach, the authors find that higher levels of participation and longer-term membership in a
brand community not only increase the likelihood of adopting a new product from the
preferred brand but also decrease the likelihood of adopting new products from opposing
brands. However, such oppositional loyalty is contingent on whether a competitor’s new
product is the first to market. Furthermore, in the case of overlapping memberships, higher
levels of participation in a brand community may actually increase the likelihood of adopting
products from rival brands. This finding is both surprising and disconcerting because
marketing managers usually do not know which other memberships their brand community
members possess. The authors discuss how managers can enhance the impact of their brand
community on the adoption of the company’s new products while limiting the impact of
opposing brand communities.
 C.Whan Park, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, &

Dawn Iacobucci,(2012)25 “Brand Communities and New Product Adoption:The Influence
and Limits of Oppositional Loyalty", Journal of Marketing
Research has not verified the theoretical or practical value of the brand attachment construct
in relation to alternative constructs, particularly brand attitude strength. The authors make
conceptual, measurement, and managerial contributions to this research issue. Conceptually,
they define brand attachment, articulate its defining properties, and differentiate it from brand
attitude strength. From a measurement perspective, they develop and validate a parsimonious
20
measure of brand attachment, test the assumptions that underlie it, and demonstrate that it
indicates the concept of attachment. They also demonstrate the convergent and discriminant
validity of this measure in relation to brand attitude strength. Managerially, they demonstrate
that brand attachment offers value over brand attitude strength in predicting (1) consumers’
intentions to perform difficult behaviors (those they regard as using consumer resources), (2)
actual purchase behaviors, (3) brand purchase share (the share of a brand among directly
competing brands), and (4) need share (the extent to which consumers rely on a brand to
address relevant needs, including those brands in substitutable product categories).
 Arjun Chaudhuri & Morris B. Hoibrook26,(2001) The Chain of Effects from Brand
Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of
Marketing.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as
linking variables in the chain of effects from brand trust and brand affect to brand
performance (market share and relative price). The model includes product-level, category-
related controls (hedonic value and utilitarian value) and brand-level controls (brand
differentiation and share of voice). The authors compile an aggregate data set for 107 brands
from three separate surveys of consumers and brand managers. The results indicate that when
the product- and brandlevel variables are controlled for, brand trust and brand affect combine
to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to
greater market share, and attitudina! loyalty leads to a higher relative price for the brand. The
authors discuss the managerial implications of these results.
 s. p. Raj27,(1985) , Striking a Balance between Brand ''Popularity'' and Brand Loyalty

Journal of Marketing
The relationship between a brand's share of users and its loyal franchise is
investigated. Using TGI data on consumer purchase habits covering 1,000 brands in
86 product classes, it is found that brands with a larger share of users have
proportionately larger fractions of loyal buyers. These results are useful in the
allocation of resources between the enlargement of a brand's base of users and the
development of users' loyalty.
 Son K. Lam, Michael Ahearne, Ye Hu, & Niels Schillewaert28,(2012), Resistance

to Brand Switching When a Radically New Brand Is Introduced: A Social
IdentityTheory Perspective, Journal of Marketing
21
There has been little research on how market disruptions affect customer–brand
relationships and how firms can sustain brand loyalty when disruptions occur.
Drawing from social identity theory and the brand loyalty literature, the authors
propose a conceptual framework to examine these issues in a specific market
disruption, namely, the introduction of a radically new brand.The framework focuses
on the time-varying effects of customers’ identification with and perceived value of
the incumbent relative to the new brand on switching behavior. The authors divert
from the conventional economic perspective of treating brand switching as functional
utility maximization to propose that brand switching can also result from customers’
social mobility between brand identities. The results from longitudinal data of 679
customers during the launch of the iPhone in Spain show that both relative customer–
brand identification and relative perceived value of the incumbent inhibit switching
behavior, but their effects vary over time. Relative customer–brand identification with
the incumbent apparently exerts a stronger longitudinal restraint on switching
behavior than relative perceived value of the incumbent. The study has important
strategic implications for devising customer relationship strategies and brand
investment.
 P. S.Venkateswaran, Binith Muthukrishnan.K, U. Geetha, N.
Ananthi29(2012) A Study on Brand Personality Dimensions and Brand Loyalty
towards Raymond Brand,Journal of Marketing & Communication.
Researchers proposed that brand personality boosts consumer preference and usage
(Sirgy, 1982), induces emotions in consumers (Biel, 1993), and has a positive
relationship with levels of trust and loyalty (Fournier,1994). These propositions can
be empirically tested by using the Brand Personality Scale (Aaker, 1997). Supposedly,
this knowledge would contribute to an investigation of the symbolic use of brands.
Moreover, antecedents and consequences of brand personality have been given much
awareness but slight practical examination. But the way of understanding how brand
personality influences consumers’ preferences has remained intangible. This research
work on Raymond brand’s personality helps to understand how different variables
that influence the purchase decision of individual customers towards a product/ brand.
 Utpal M. Dholakia, University of Michigan30,(1997), An Investigation of Some

Determinants of Brand Commitment, Advances in Consumer Research.
22
The construct of brand commitment has been extensively examined in the consumer
behavior literature but previous research has found conflicting and confusing
relationships between perceived risk, enduring importance and brand commitment.
Using consistent definitions of these constructs, this article investigates the
relationship of brand commitment with perceived risk and enduring importance. An
empirical study shows some evidence of a negative relationship between brand
commitment and perceived risk, and stronger evidence of a negative relationship
between brand commitment and enduring importance, challenging some existing
notions. Existing research on consumer expertise and collecting behavior is useful in
explaining this result. Some implications for advertising strategy are provided and
several avenues for further research are suggested to build on this study.
 Christy Ashley and Hillary A. Leonard31,(2009), Betrayed by the Buzz? Covert

Content and Consumer–Brand Relationships, Journal of Public Policy & Marketing
Brands are increasingly sponsoring online communications that do not identify their
commercial source as a way to break through advertising clutter and to circumvent consumer
cynicism toward traditional advertising. The results of lab studies indicate that these covert
actions decrease trust in and commitment to brand users and that this effect is strongest when
the brand user’s emotional connection to the brand is threatened. Thus, use of covert
marketing campaigns to overcome challenges with advertising may be done at the expense of
the strongest consumer–brand relationships. Given the potential for loss of trust in and
commitment to a brand in an environment in which brand relationships hold high value,
brand marketers may have an incentive to discontinue covert marketing efforts without policy
intervention. Alternatively, marketers could go to greater lengths to cover their tracks, which
could have important implications for policy and consumer welfare.
WEBSITES
 https://en.wikipedia.org/wiki/Electronics_industry32(This website helps in knowing

the electronic industry towards products and helps in taking further decisions)
 https://en.wikipedia.org/wiki/Brand36 (This helps in knowing the attachment of
consumer towards brand and helps in finding out the relation between products and
consumers)
23
 https://en.wikipedia.org/wiki/Brand_loyalty37 (This websites gives towards brand and
helps in finding out the relation between products and consumers)
 https://archive.ama.org/archive/AboutAMA/Pages/AMA%20Publications/AMA%20J
ournals/Journal%20of%20Marketing/TOCs/SUM_2012.2/brand_love.aspx38(Thisweb
site helps in marketing of brand and making good perceptions in customers mind.)
 http://www.business2community.com/branding/7-ways-get-customers-love-brand-
01179744#JLmDmctUowDgJbyc.9739 (This website helps in understanding the seven
ways of the love of customers for brand.)
 http://www.businesschicks.com.au/articles/featured/the-importance-of-brand-
love40(This website helps in understanding the brand love for the customer.)
24
Research Objectives
Primary objective
To measure the impact how brand love affects the consumer.
Secondary Objectives:
 To identify the significant factors of Brand awareness, Brand loyalty, Brand

association, Perceived Quality.
 To capture the behavior of the consumers.

 To take accurate information about the company.
• To study the impact of self-brand integration on brand loyalty.
• To study the impact of passion- driven behaviour on brand loyalty.
• To study the impact of positive emotional connection on brand loyalty..
• To study the impact of longterm relationship on brand loyalty.
25
RESEARCH METHODOLOGY3
Research is common refers to search for knowledge. It is the pursuit of truth with the help of
study, observation, composition and experiment. Research methodology is a systematic way
to solve the research problems. It helps in studying the various steps that are adopted by the
researcher to study the research problems along with the logic behind the It describe mail
what must be done, how will be done. What data will be needed and how the data will be
analyzed.
26
RESEARCH DESIGN8
A research is the arrangement of the conditions for the collections and analysis of the data in
a manner that aims to combine relevance to the research purpose with economy in procedure.
In fact, the research is design is the conceptual structure within which research is conducted;
it constitutes the blue print of the collection, measurement and analysis of the data. As search
the design includes an outline of what the researcher will do from writing the hypothesis and
its operational implication to the final analysis of data.
In study the researcher has used the following framework of research design.
PURPOSE OF THE STUDY Exploratory cum Descriptive
TYPE OF INVESTIGATION Causal
STUDY SETTING Non contrived
TIME HORIZON Cross-Sectional
MEASUREMENT AND SCALING Likert Scale (Interval Scaling)
27
TYPE OF RESEARCH DESIGN:-
The present study has been descriptive in nature, as it seeks to discover ideas and insight to
bring out new relationship based on previous findings in other organizations.
TYPE OF INVESTIGATION:-
The present study has been Causal relationship because the researcher has attempted to find
out the cause & effect relationship between Brand Love and Brand Loyalty.
TIME HORIZON:-
The study has been found to be Cross-sectional as data has been collected at particular time
duration.
STUDY SETTING:-
The study setting is Non Contrived as the study has been carried out in natural environment
and no researcher interference has been there in data collection
MEASUREMENT & SCALING:-
Five point Likert (interval) scaling has been used for conducting the survey to analyze the
impact of Brand Love and Brand Loyalty which has been given as follows:
1-Strongly Disagree, 2-Disagree, 3-Neutral, 4-Agree, 5-Strongly Agree
28
FLOWCHART FOR SELECTION OF STATISTICAL TOOLS
How to choose statistical tool
29
30
Descriptive
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Longterm_Relationship 300 1.00 5.00 3.7700 .91646

Passion_Driven_Behavior 300 1.00 5.00 3.8867 1.02502
Self_Brand_Integration 300 1.00 5.00 4.2033 1.04833
Positive_Emotional_Connection 300 1.00 5.00 4.2167 1.01315
Brand_Loyality 300 4.00 5.00 4.6767 .46853
Valid N (listwise) 300
Likert Scale (Interval) Respective Scales
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
Interpretation:
The mean value of long term relationship is 3.77 that mean customer is ready to build long
term relationship with company.
The mean value of passion driven behavior is 3.88 that mean customer are willing more
spend with the company.
The mean value of brand loyalty is 4.67 that mean customer is ready to repurchase the same
product in future.
31
HYPOTHESIS DEVELOPMENT AND TESTING
A hypothesis can be defined as a logically conjectured effect between two or more variables
expressed in the form of a testable statements. Formulating such testable statements is called
Hypothesis Development. Hypothesis Testing is a means of testing if the ‘if-then statements’
generated from the theoretical framework hold true when subjected to rigorous examination.
There are two types of hypothesis:
1. Null Hypothesis
2. Alternate Hypothesis
Null Hypothesis:
The null hypothesis assets that there is no difference between the sample statistic and the
population parameter and whatever the observed difference is there is merely due to
fluctuations in sampling from the same population H0.
Alternate Hypothesis:
Any hypothesis different from, the null hypothesis is called an alternative hypothesis and is
denoted by the symbol H1.
Hypothesis is an assumption regarding anything
 Null Hypothesis (H0): There is no significant impact of Brand Love on Brand

Loyalty.
 Alternate Hypothesis (H1): There is a significant impact of Brand Love on Brand

Loyalty.
32
Interpretation:
From this table, Chi-square value is less than .05 so, alternate hypotheses are accepted
33
SAMPLE AND SAMPLING DESIGN1
Sampling is the process of selecting a sufficient number of elements from the population, so
that a study of the sample and an understanding of its properties or characteristics would
make it possible for us to generalize such properties or characteristics to the population
elements.
A sample design is a definite plan for obtaining a sample from the sampling frame. It refers to
the technique or the procedure that is adopted in selecting the sampling units from which
inferences about the population is drawn. Sampling design is determined before the collection
of the data.
Several decisions have to be taken in context to the decision about the appropriate sample
selection so that accurate data is obtained and efficient results are drawn.
Customer of TNT
TARGET POPULATION
CHANDIGARH, AMBALA ,
YAMUNANAGAR ,
SAMPLING UNIT
SAHARANPUR ETC
SAMPLE SIZE 300 customers
SAMPLING TECHNIQUE Convenience Sampling

SAMPLING AREA Chandigarh , Ambala ,
Yamunanagar , Saharanpur etc
34
DATA COLLECTION10
After the research problem has been identified and selected the next step is to gather the
requisite data. While deciding about the method of data collection to be used for the
researcher should keep in mind two types of data viz. primary and secondary.
Research Methodology is the most investigated approach. Research refers to the collection of
the requisite information regarding the topic. The information for the study is collected from
both Primary and Secondary sources for the achievement of objects.
1. Primary Data: Primary Data are those collected a fresh and for first time and thus
happen to be original in character. We can obtain primary data either through
observation or through direct communication with respondent in one form or another
or through personal interview.
 Unstructured Questionnaire
2. Secondary Data: Secondary Data are those which have already been collected and
which have already been passed through the statistical process, secondary data can be
collected from :
 Books
 Journals
 Websites
PRIMARY DATA  Questionnaire
SECONDARY DATA  Marketing Manuals
 Magazines
 Internet
 Books
 Journals
35
STATISTICAL TOOLS
Introduction:-
An educated citizen needs an understanding of basic statistical tool to function in a world
that is becoming increasingly dependent on quantitative information. Statistics means
numerical description to most people. In fact the term statistics is generally used to mean
numerical facts and figures such as agriculture production during a year, rate of inflation and
so on. However as a subject of study, statistics refers to the body of principles and procedures
developed for the collection, classification, summarization and interpretation of numerical
data and for the use of such data.
Meaning:-
Broadly speaking, the term statistics has been generally used in two senses:-
 Plural Sense
 Singular Sense
Plural sense refers to the numerical data. Singular Sense refers to a Science in which we deals
with the techniques of collecting, classifying, presenting, analyzing and interpreting the data,
the concept in its singular sense, refers to Statistical Method.
A wide variety of statistical tools are available and any of them can be used by any
businessman depending upon the nature of his trade.
Various statistical tools are:-
 Reliability
 Factor Analysis
 Regression
RELIABILITY STATISTICS5
36
Researcher has used reliability statistical tool in the study because this tool signifies to what
extent data collected is reliable and truly represents the whole population.
Case Processing Summary

N %
Cases Valid 300 100.0
Excludeda 0 .0
Total 300 100.0
a. Listwise deletion based on all variables in the

procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.872 19
Interpretation:
By applying reliability statistics on variables, the value of Cronbach’s Alpha has been found
to be 0.872 which is greater than 0.5. It means that instrument under study is reliable.
FACTOR ANALYSIS7
37
Factor analysis is a statistical method used to describe variability among observed variables
in terms of fewer unobserved variables called factors. The observed variables are modeled as
linear combinations of the factors, plus "error" terms. The information gained about the
interdependencies can be used later to reduce the set of variables in a dataset. The researcher
has used factor analysis to find out the most significant factors in the study out of many
variables.
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .829
Bartlett's Test of Sphericity Approx. Chi-Square 3861.008
Df 171
Sig. .000
Interpretations:
 Kaiser-Meyer-Olkin measure of Sampling Adequacy is 0.829 which is more than 0.6.
 The Kaiser-Meyer-Olkin measure of sampling adequacy tests whether the partial
correlations among variables are small. Bartlett's test of sphericity tests whether the
correlation matrix is an identity matrix, which would indicate that the factor model is
inappropriate. -- From the SPSS on-line help.
 Kaiser-Meyer-Olkin (KMO) and Bartlett's Test: The next item from the output is the
Kaiser-Meyer-Olkin (KMO) and Bartlett's test.
Here the KMO measures the sampling adequacy which is greater than 0.5 for a satisfactory
factor analysis to proceed.
Rotated Component Matrix a

Component
38
1 2 3 4
I am always ready to invest my .455

time, effort and money to this
brand.
I am emotionally connected .627
with this brand.
I feel a bond between myself .748
and this brand.
I always feel a sense of natural .751
fit.
I always feel strongly .697
associated with this brand.
I frequently find myself when I .593
am thinking about this Brand
This brand is an important part .702
of how you see yourself.
I am always ready to spend .669
money in improving this brand
after buy it.
I feel this brand is a part of me. .480 .492
I feel happy after using this .643
brand.
I feel distressed if this brand is .561
discontinued.
I am always ready to invest lot .648
of energy to this brand.
I always feel sense of desiring .680
towards this brand.
I always prefer to buy the new .557
products of this brand.
I always feel a sense of long .570
term commitment to this
brand.
I always except that this brand .535
will remain a part of my life
for long time.
I spread the good word about .990
this brand.
I defend this brand when other .986
say bad about it.
This brand is the name which .988
can I always trust.
39
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 9 iterations.
After Applying factor analysis we have 4 components. All the 19 questions have been
reduced to following 4 components. After applying factor analysis it has been observed that 4
factors are extracted namely
1. Self-Brand Integration ( items include- 1,7,8,10,11,14,15)

2. Positive-Emotional Connection (items include- 2,3,4,9,12,16)
3. Passion Driven Behavior (items include- 5,6,13)
4. Long-Term Relationship(items include-17,18,19)
Regression
40
Regression analysis tool is used to quantify the impact of independent variable on dependent
variable. Researcher has applied this tool to measure the impact of independent variables on
dependent variables.
Model Summaryc
Model Change Statistics
R Adjusted R Std. Error of the R Square F Sig. F
R Square Square Estimate Change Change df1 df2 Change
1 .641a .411 .408 1.56977 .411 140.406 1 201 .000
dimension0
2 .796b .634 .630 1.24120 .222 121.502 1 200 .000

a. Predictors: (Constant), REGR factor score 1 for analysis 1
b. Predictors: (Constant), REGR factor score 1 for analysis 1, REGR factor score 2 for analysis 1
c. Dependent Variable: BE
ANOVAc
Model Sum of Squares df Mean Square F Sig.
1 Regression 345.985 1 345.985 140.406 .000a
Residual 495.298 201 2.464
Total 841.283 202
2 Regression 533.167 2 266.584 173.041 .000b

Residual 308.116 200 1.541
Total 841.283 202
a. Predictors: (Constant), REGR factor score 1 for analysis 1

b. Predictors: (Constant), REGR factor score 1 for analysis 1, REGR factor score 2 for analysis 1
c. Dependent Variable: BE
Interpretation:
This table provides the R and R2 value. The R value is 0.796, the coefficient of
determination= (0.796)2or = 0.634 or 63.4% that is the regression model can explain about
63.4% impact of above predictors on Brand awareness, Perceived quality, which shows that
there is a significant impact of these predictors on Brand equity.
Excluded Variablesb
41
Model Collinearity
Partial Statistics
Beta In t Sig. Correlation Tolerance
1 REGR factor score 2 for .472a 11.023 .000 .615 1.000
analysis 1
a. Predictors in the Model: (Constant), REGR factor score 1 for analysis 1
b. Dependent Variable: BE
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N

Predicted Value 3.9508 11.2875 8.8752 1.62464 203
Residual -5.84636 3.61215 .00000 1.23504 203
Std. Predicted Value -3.031 1.485 .000 1.000 203
Std. Residual -4.710 2.910 .000 .995 203
a. Dependent Variable: BE
Charts
42
LIMITATIONS OF THE STUDY
 However the researcher has tried her best in collecting the relevant information for
research report, yet there have been some problems faced by the researcher. The prime
difficulties which researcher has faced in collection of information are discussed below:
 Behaviour: Sometime there is a chances of rude behaviour due to heavy work in which
there is chance of getting wrong answers.
 Time Constraint: The time period for carrying out the research has been limited as a
result of which many facts have been left unexplored. So if more time had been provided, the
sample size would have been increased. The respondent would have been given more time to
fill the questionnaire.
 Appointment Constraint: The appointment getting with the customer is a big constraint
in the research because it is not easy to meet with them due to their own work.
 Limited sample size: The sample size was only 300 which can't be regarded as true
representative of all customers of the product.
 Unwillingness of respondents: While collection of the data many chemists were
unwilling to fill the questionnaire. Respondents were having a feeling of wastage of time.
 Limited area for research: The area for study has been only selected area Chandigarh,
Ambala , Yamunanagar , Saharanpur Etc to represent the data.
 Respondents’ bias: Due to the biasness on the part of respondents, data collected may
have been affected which further reduces the credibility of the findings.
 Researcher’s bias: While analyzing the data, some biasness on the part of researcher
may have crept into the duty.
Despite of these difficulties, best efforts have been put to do the full justice with the
subject matter and in the completion of report.
43
DATA ANALYSIS
Sampling Profile
Row Labels Count of Gender

Female 162
Male 138
Grand Total 300
Row Labels Count of Age

21 to 29 84
30 to 39 62
40 to 49 62
Less than 20 48
More than 50 44
Grand Total 300
Row Labels Count of Occupation

Goverment employee 54
Others 56
Private employee 106
Student 84
Grand Total 300
44
Data Analysis
Sample Profiling:
Age
Source: Primary Data
Interpretation:
 5.91% respondents belonging to the age group 50 and above.

 6.90% respondents belonging to the age group between 40-50 years.
 25.12% respondents belonging to the age group between 30-40 years.
 62.07% respondents belonging to the age group below 20-30 years.
45
Gender
Interpretation:
 Out of the total respondents 53.20% respondents are Males.

 46.80% respondents are Females.
46
Education Qualification
Interpretation:
 Out of the total respondents 59.11% respondents are under graduate.

 40.89% respondents are post graduate.
47
How Long you are customer of Trips N Tourism
Interpretation:
 14.85% respondents belonging to the 2 & above.

 15.84% respondents belonging to the 1-2years.
 31.19% respondents belonging to the 6-1 years.
 38.12% respondents belonging to the 0-6 months.
48
Q1- The likely quality of Trips N tourism is extremely high.
RESPONDENTS Respondents
(In Number) (In %)

Q1
Strongly Disagree 3 1.48
Disagree 25 2.65
Neutral 43 21.18
Agree 73 35.96
Strongly Agree 60 29.06
Interpretation: 1.48% of respondent strongly disagree with the statement, 12.32%

respondents disagree, 21.18% of respondent are Neutral response ,35.96% respondents had
a agree response whereas 29.06% respondent are Strongly agree for the same.
49
Q2-Trips N Tourism must be of very good quality.
(In Number) (In %)

Q2
Disagree 12 5.91
Neutral 46 22.66
Agree 70 34.48

respondents disagree,22.66 % of respondent are Neutral response ,34.48% respondents had
a agree response whereas 32.51% respondent are Strongly agree for the same
50
Q3- I am emotionally connected with this brand
(In Number) (In %)

Q3
Disagree 14 6.90
Neutral 37 18.23
Agree 81 39.90

respondents disagree,18.23% of respondent are Neutral response ,39.90% respondents had a
agree response whereas 29.06% respondent are Strongly agree for the same.
51
Q4- I feel a bond between myself and this brand
(In Number) (In %)

Q4
Disagree 16 7.88
Neutral 42 20.69
Agree 69 33.99

52
Q5- I always feel a sense of belongingness with TnT
(In Number) (In %)

Q5
Disagree 16 7.88
Neutral 42 20.69
Agree 78 38.42

agree response whereas 30.05% respondent are Strongly agree for the same
53
Q6- I always feel strongly associated with this brand
(In Number) (In %)

Q6
Disagree 14 6.90
Neutral 42 20.69
Agree 80 39.41

Q7- I frequently find myself when I am thinking about this brand
54
(In Number) (In %)

Q7
Disagree 17 8.37
Neutral 48 23.65
Agree 66 32.51

55
Q8- This brand is an important part of how you see Yourself
(In Number) (In %)

Q8
Disagree 16 7.88
Neutral 34 16.75
Agree 74 36.45

56
Q9- I am always feel satisfied with the services of TnT
(In Number) (In %)

Q9
Disagree 16 7.88
Neutral 40 19.70
Agree 78 38.42

57
Q10- I consider myself to be loyal to Trips N Tourism
(In Number) (In %)

Q10
Disagree 15 7.39
Neutral 46 22.66
Agree 74 36.45

agree response whereas 31.53% respondent are Strongly agree for the same.
58
RESULTS AND FINDINGS
The following are the major findings of the study:
 Reliability test for brand switching shows that Cronbach Alpha’s value is .872 which
depicts that data is reliable and it truly depicts the whole population.
 The descriptive statistics show that all the variables are important and truly depict the
whole population.
 The world-over accepted index is over 0.6 and in this research the value of KMO is
.829, which shows that sample is adequate.
 For the model to be fit well, the value of RMSEA should be <.80 and here the value is
coming as .063 so the model is fit.
 After applying factor analysis 4 factors have been extracted namely Self—Brand
Integration,Passion Driven Behaviour,Positive-Emotional Connection,Long-Term
Relatioship.
 Chi Square test shows that the significance value is .000 which shows that Self—
Brand Integration,Passion Driven Behaviour,Positive-Emotional Connection,Long-
Term Relatioship have impact on brand love.
 Most of the employees of Trips N Tourism understand the specific needs of their
customers.
 Physical facilities of Trips N Tourism are visually appealing.
 Employees are always willing at help their customers.
 Trips N Tourism Is Time Specifically
59
POLICY IMPLICATIONS
 TNT to sustain market share need to have more modifications and updations in its
premium segment
 TNT has to increase the base of IMPERIA CUSTOMERS as well
 TNT needs to target its Customer Threw services simultaneously in order to have
more stronger relationship and brand attachment
 TNT must focus on one of the most important variable i.e. Brand prominence by
inducing its customer more.
60
Recommendation & Suggestions
After completing the analysis and interpretation the researcher has suggested following
recommendations to the Trips N Tourism so that they would be able to provide such services
which increases Brand Equity:
 Brand awareness Trips N Tourism should do more Branding activities to improve their
brand awareness
 Perceived quality People perceive trips n tourism provide quality service to them so
TNT so maintains the same.
 Creating positive image Trips N Tourism parlours should try their level best to create
positive and favorable image in the minds of people i.e. in the minds of their target
customers.
 Personal attention- Trips N Tourism should pay more focus on customer and try to solve
the problems of customers in more personalized way. It would help them to increase the
level of Service Quality as well as customer satisfaction.
 Concern towards customers: Serious concern must be given to the customers as in
today’s scenario it regarded as “Customer is a king”. In formal words we can say that if
can customers more loyal towards the company.
Efficient management: The management appointed must be that much capable that it can
control the whole team and improve the goodwill and image of the company
61
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64

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Tourism Industry Profile 22

Visa policy of India

Visa policy of India

Visa not required

a) Accommodation and Catering

b) Duty Free and tax free shops

e) The Travel Agency facilities

f) Instant booking and Reservation

Customer Services is directly related to Tourism

Business Name : Trips N Tourism

Jagadhari Road, Ambala Cantt.

Contact Nos. : +91-72063-33334, +91-90340-98123

 Domestic and International Airlines Reservation and Ticketing.

Services offered by Trips N Tourism

✔ Nature/Wildlife Tours ✔ Luxury Tours

✔ Pilgrimage Tours ✔ Spiritual/Healing Tours

✔ Adventure Tours ✔ Weekend Tours

 Full Service agency

Major competitors of Trips N Tourism

 Sai tours n travels

1) Establish brand storytelling –

 Brand Love i.e.

 Sekran Uma1 (4th Edition),“Business Research Methodology”;

 C.Whan Park, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, &

 s. p. Raj27,(1985) , Striking a Balance between Brand ''Popularity'' and Brand Loyalty

 Son K. Lam, Michael Ahearne, Ye Hu, & Niels Schillewaert28,(2012), Resistance

 Utpal M. Dholakia, University of Michigan30,(1997), An Investigation of Some

 Christy Ashley and Hillary A. Leonard31,(2009), Betrayed by the Buzz? Covert

 https://en.wikipedia.org/wiki/Electronics_industry32(This website helps in knowing

To measure the impact how brand love affects the consumer.

 To identify the significant factors of Brand awareness, Brand loyalty, Brand

 To capture the behavior of the consumers.

• To study the impact of passion- driven behaviour on brand loyalty.

• To study the impact of positive emotional connection on brand loyalty..

• To study the impact of long- term relationship on brand loyalty.

PURPOSE OF THE STUDY Exploratory cum Descriptive

TYPE OF INVESTIGATION Causal

STUDY SETTING Non contrived

TIME HORIZON Cross-Sectional

MEASUREMENT AND SCALING Likert Scale (Interval Scaling)

MEASUREMENT & SCALING:-

1-Strongly Disagree, 2-Disagree, 3-Neutral, 4-Agree, 5-Strongly Agree

How to choose statistical tool

Longterm_Relationship 300 1.00 5.00 3.7700 .91646

Likert Scale (Interval) Respective Scales

There are two types of hypothesis:

Hypothesis is an assumption regarding anything

 Null Hypothesis (H0): There is no significant impact of Brand Love on Brand

 Alternate Hypothesis (H1): There is a significant impact of Brand Love on Brand

SAMPLE SIZE 300 customers

SAMPLING TECHNIQUE Convenience Sampling

PRIMARY DATA  Questionnaire

SECONDARY DATA  Marketing Manuals

Case Processing Summary

Cases Valid 300 100.0

Total 300 100.0

a. Listwise deletion based on all variables in the

KMO and Bartlett's Test

Rotated Component Matrix a

I am always ready to invest my .455

1. Self-Brand Integration ( items include- 1,7,8,10,11,14,15)

2 .796b .634 .630 1.24120 .222 121.502 1 200 .000

Total 841.283 202