“The Effect of Marketing Mix and Customer Perception on Brand Loyalty”

The Malaysian hypermarkets have steadily increased over the past decades with brand loyalty emerging as a frontrunner in the retail industry. There have been copious studies related to the effects of marketing mix towards brand equity instead of brand loyalty. It is the intention of the researcher to identify the effects of marketing mix on brand loyalty in the Malaysian hypermarkets sector. The researcher will adopt the study conducted by [37] in relation to its five independent variables (5 IVs) which are price, store image, advertising spending, distribution intensity and price promotion as examining the relationship between 5 IVs and Malaysian hypermarkets’ brand loyalty. A total of 300 questionnaire surveys have been distributed to customers at 3 hypermarkets around Klang Valley in Malaysia. Lastly, the researcher uses a descriptive and explanatory study by means of descriptive and inferential analysis. In conclusion, price, store image, distribution intensity and price promotion are found to exert a significant positive influence towards Malaysian hypermarkets’ brand loyalty.