Microsoft Word Bachelor-Thesis-bl-pi-klar docx

7 Conclusion
 
The research revealed that the respondents were more brand loyal than perhaps were 
expected. The idea before was that the respondents maybe would have purchased the same 
product due to a habit, but it was a more conscious choice. They could have both a cognitive 
and emotional attachment towards the product as well. This mostly due to the results it would 
give. Getting a satisfying result could be very pleasing and something the respondents were 
willing to spend money on. They did not really see the price as a determinant factet, if they 
had a product that they enjoyed, they did not really consider the price. As mentioned however, 
the attachment towards the product were not due to the product itself and what it represented, 
it was mostly the results that mattered. This meant that facets such as sign or interest could 
not be connected to the relationship between brand loyalty and low product involvement.
It was discussed that the respondents often had been introduced to a certain brand due to a 
family member previously using it. The first time one is to purchase these types of products, 
one can have a hard time to know the quality of the products. Because of this, the first time 
one purchased these products, one usually purchased the same as a one’s family. If they were 
satisfied with the results then, they tended to stick with the product. The factor of 
sentimentally was therefore seen as an important factor for connecting low involvement 
products to brand loyalty.
The environmentally friendly aspect was mentioned as a quite important factor for the 
respondents, which could affect them in their purchase decision. It was said that it felt good 
for them to purchase environmentally friendly products since they then knew that they had 
contributed for maintaining a healthier environment. This demonstrated the fact that the 
environmentally friendly aspect was something to consider for the brands as they in this case, 
concerned hygiene products.
The research model with its containing facets was typical for the context of high product 
involvement. After testing those facets in the context of low product involvement, the 
researchers developed a new model were some of the old facets had to be removed for the 
reason that they could not be connected low involvement products. Instead new factors were 
added which had a better connection to low product involvement and brand loyalty. The final 
facets/factors that could be connected to the relationship between brand loyalty and low 
product involvement were 
pleasure, risk probability, quality, 
and
 sentimentality.

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