Department Of Marketing And - Lingnan University Library

the same as the sayings of the advertisements. Finally, they do not trust the advertisementsanymore. Since the previous theory is that people do not trust the advertisement saying, then theydo not buy weight loss products.Brand LoyaltyThere are 99 women interviewees who tried to use weight loss products before. They wereasked if they buy the same brand every time. There are 16 people who have brand loyalty and theybuy the same brand every time. There are 49 people who do not usually buy the same brand. Andthere are 34 people who buy different brand of weight loss products every time. In thequestionnaire, they were asked what were their opinions of the weight loss benefits after takingthe products. Crosstab (Chi-square test) were employed to test the relation of brand loyalty andweight loss benefits.Products’ effectiveness No. of people who have brand loyalty*Can help losing fat A=15/16 (94%), B=13/47 (28%), C=1/34 (3%)Cannot help losing fat A=1/16 (6%), B=36/47 (63%), C=33/34 (97%)Pearson Chi-sq. Sig.44.375 0.000(TABLE 20 – The results of brand loyalty VS the weight loss benefits of the products)*A= Have brand loyalty (buy the same brand every time)B= Sometimes have brand loyalty (sometimes buy the same brand)C= Do not have brand loyalty (Every time buy different kinds of weight loss products)The above results show that people will tend to have brand loyalty if they think that the76