BRAND LOYALTY OF FEMALE CONSUMERS - STUDY CARRIED IN SFÂNTU GHEORGHE AND THE SURROUNDING AREAS

Today, the role of women in society has significantly changed, they work as men so they have their own income that they can spend as they wish and as necessary. We need to pay particular importance to consumer behaviour of female and as such it should be treated as a particular segment. This paper aims to study the simultaneous effects - based on data from quantitative marketing research – that the independent variables generate on the dependent variable. The variables introduced in the analysis of variance are: How often do you drink coffee /tea every day?, Age, Income, Last graduated school. We applied the hi square test we in order to analyze the links between two variables measured with nominal scale. The variables analyzed are: Do you always buy the some brand and The highest level of education achieved.