Question 1:

Brand loyalty is the customer's conscious or unconscious decision, through intention or behaviour, to repurchase a brand continually. In today's highly competitive environment building brand loyalty is of crucial importance.

Referring to consumer behaviour theories, you are required to explain

a) how customers become brand loyal
b) why are customers not loyal to the same brand all the time

Question 2:

‘I don't believe there is any real difference in the way customers behave when they are individuals, and in the way they behave when they are organisations' you hear a colleague say.

How far do you agree with your colleague's views?