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

7.1 Delimitations
 
In order to gather data to draw a conclusion, interviews were necessary. These interviews 
were done according to the sampling process called snowball sampling. In this case, most of 
the respondents were quite similar as they were about the same age and social class. This 
could be a reason for why the answers were similar in the sense they were. If the research had 
been based on another segment, their answers would perhaps differ. This was indicated during 
the data gathering process as it was mentioned that other variables possibly could have a 
different effect on one’s involvement towards low involvement products depending on what 
life stage one were in.
The fact that the researchers had to choose certain products for the interview was also 
delimitation. Even though it was necessary to do so, this may have affected the results. This 
as all the products acknowledged for being low involvement products did not have to be 
within the same products category, as within the used for this thesis. Moreover, the facets 
used to explore the relationship of low product involvement were the ones compiled by 
Kapferer and Laurent (1985) and the facet price (Behe et al, 2015). These facets could have 
led the research in the specific direction it did.
 
 

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8 Research Implications 
 
This chapter provides the reader with directions for further research.
 
Directions for future research
 
Since the research on the relationship between brand loyalty and low product involvement is 
unexplored (Kapferer, 1985; Quester & Lim, 2003, Traylor, 1983) the research had its aim on 
exploring that gap. This in order to spread some clarity on the field and develop some sort of 
framework, which future research could build on when examining this relationship. The 
authors had to choose products acknowledged for being low involvement products in order to 
conduct the interviews. These products however were household products, and even though 
many low involvements products are within that category (Kapferer & Laurent (1985), not all 
are. This could affect the result in a way that other product perhaps would not have done. 
Future research should examine more product categories to see if the results are equivalent to 
the ones concluded in this thesis. Once this is done and there is a general acceptance of what 
facets of low product involvement that can be related to brand loyalty, more quantitative 
research could be conducted in order to measure and determine the more precise relationship 
for the different facets. One thing that emerge during the research however were that the 
respondents most likely reacted differently to the some of the facets due their life stage/age 
they were in. This would be something to take into consideration when conducting future 
research.