Factors affecting Brand Loyalty: A Study in an emerging market on fast moving consumer goods (original) (raw)
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Brand loyalty is undoubtedly one of the most sought after topic for marketers all around the world. In an era where the market is flooded with similar products from different brands having more or less similar functionalities, consumers are often spoilt for choices. In fact, in order to achieve a competitive advantage, marketers must harp mostly on consumer psychology so as to attract them and retain them for lifetime. Brand loyalty can be defined as the extent of consumer faithfulness towards a specific brand and this faithfulness is expressed through repeat purchases and other positive behaviors such as word of mouth advocacy, irrespective of the marketing pressures generated by the other competing brands (Kotler & Keller, 2006; Kotler, et al., 2008). Consumer brand loyalty and relationship model was first propounded by S Fournier (1998) wherein the relationship with brands was compared to human relations. This led to the development of the immensely popular BRQ scale (Fournier 1998). Since then, consumer brand relationships have been studied extensively with several new dimensions being added to the brand consumer relations. However, many conundrums do exist. This study aims to establish a model or construct that re-interprets the consumer brand relationship. A questionnaire has been developed on the basis of Brand Attributes (Based on 7Ps of marketing), Brand Differentiation, Brand Relevance, Brand Esteem, Brand Knowledge, Brand Experience, Brand Association, Brand Trust and Brand Salience. As the aim of the research is to subsequently investigate the impact of the aforementioned variables on Brand Loyalty, Loyalty has been kept as the outcome variable in the questionnaire. This questionnaire had been distributed among customers and the data was collected. The analysis had been done so as to examine the most significant factors affecting brand loyalty has been extracted and the efficiency of these factors either in isolation or in combination has been evaluated.
FACTORS AFFECTING BRAND LOYALTY
Dogo Rangsang Research Journal, Vol-10 Issue-07 No. 38 July 2020, page 74-77, 2020
The concept of brand loyalty had been linked with the optimistic relationship with the consumer's perception towards the brand of a product. The main aim of this study was to examine the factors which has an impact over the brand loyalty for the fat moving consumer goods (FMCG). The author had performed this study among the consumers of FMCG in Chidamaram. The sample population was selected using convenient sampling and the analysis was done with the help of regression. the data collecting tool was a questionnaire and the sample size was fixed at 100. Findings show that the brand loyalty is highly influenced by the consumers perception.
2023
Everyone is a consumer in some way. The decision to purchase something involves a number of stages and is one of the most important aspects of consumer behavior. A brand has the ability to build a lasting effect on a consumer which may ultimately promote brand loyalty or drive repeat purchases. Due to the growing market uncertainty and competition brought on by the diversifying the products, the role of a brand is more crucial than ever in influencing the consumer decision making. That purchase choice, which is a crucial component of consumer behavior, is influenced by many different aspects. A customer chooses to be loyal to a brand because it satisfies important functional and emotional requirements or because they feel an emotional bond to it. On the other hand, reasonable conative patterns emerge when brand loyalty results from consistent product satisfaction. As a response, a customer continues to use or buy a particular brand. This is particularly relevant to the FMCG industry, where customers can choose from a wide range of goods. Thus, this study aims to look at role of brand loyalty in consumer purchase decision making in the context of processed food products sector in the fast moving consumer goods market in Sri Lanka. The author's desire to learn more about this segment was sparked by the fact that processed food consumption is increasing in Sri Lanka and the lack of existing study in the local context. Attitudinal and behavioral loyalty to a brand are the two independent variables that support the brand loyalty in this study. According to the findings, both have been discovered to have a good correlation with consumer purchase decisions in Sri Lankan FMCG sector. Being a qualitative study and at the same time a secondary research, the present study employed previous scholarly articles and corporate sources pertinent to the research topic to come into conclusions. Less emphasis should be placed on a company's image because that does not effectively influence customer purchasing decisions or behaviors, instead, efforts should be directed towards strengthening emotional bonds with customers as behavioral loyalty is known to be influenced by attitudinal loyalty and increasing brand awareness and interests through positive word of mouth and a strong social media existence are recommended based on the findings.
A Study on Factors Affecting Brand Loyalty of FMCG Users
International Journal of Research in Commerce and Management, 2017
Product features (Fragrance / Skin care / Germ fight features / Colour) is one of the most important factors that affect brand loyalty. Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements. The relationship between the availability of the bath soap and the extent of brand loyalty was also found to be significant. Brand loyalty of bath soap users of LUX in Patia area of Bhubaneshwar city is moderately high. 63% of the consumers are brand loyal. On the contrary only 9% of the consumers are switchers and the rest of the users are loyal among few brands. 75% of the customers are influenced by the brand name and perceived brand image of the bath soap. Brand loyalty also depends on the influence of family members. 62.96% of the consumers were found to be influenced by the family members in buying their bath soap brands. The effect of sales promotion varied among different brand loyal groups. Hardcore brand loyals are very less interested in sales promotion while softcore brand loyals and switchers are very much interested. Interestingly price and advertisements have no significant effect on the extent of brand loyalty.
Impact Of Brand Origin On Brand Loyalty: A Case Of Personal Care Products In Pakistan
2018
As the world is progressing, the needs and demands of the consumer market are also changing. Nowadays the trends of consumer purchase decisions are dependent upon multiple factors. This study aims to identify the influential impact of country of origin over the perception and devotion towards daily personal care products specifically in reference to the knowledge and awareness regarding that particular brand in Pakistan. To corroborate this study, a 30-item brand origin questionnaire has been used with 300 purchase decision makers belonging to different age groups. To illustrate this study, a model has been developed based on brand origin, brand awareness and brand loyalty. Correlation and regression analysis have been used to find out the results which conclude the findings on the perspective of Pakistan's consumer market as that brand origin has a direct relationship with brand loyalty provided that the consumer has a positive brand awareness. Support for the fact that brand o...
CONSUMER PERCEPTION ON BRAND LOYALTY
The concept of brand loyalty refers to the preference of the customers to purchase a product or service of a company repeatedly instead of going in for the purchase of similar substitute for that product of the competitor. Brand loyalty plays a crucial role among the service organizations. The research was conducted among the buyer of FMCG products in Chidambaram. Random sampling was adopted to select the sample population. The tool used to collect the data for the study was a questionnaire and the sample size is 100. Regression method was used to analyze the data of the study.
A STUDY ON ANTECEDENTS OF BRAND LOYALTY IN THE TOILET SOAP MARKET
Winning brands are one of the most important ways for a company to achieve competitive advantage and superior performance. In the present scenario the main workings for the brand is sustenance, sustainability and sustained advantage to retain its customers and make them loyal users of the brand. One the most significant challenges for the brand managers are to understand the relationship between loyalty and its antecedents. In the toilet soap market no single brand enjoys maximum market share. The study is descriptive and cross section in nature. The data collected from consumers of Tiruchirappalli. Both primary and secondary data were considered for the study. The primary data were collected from the questionnaire. The questionnaire consists of six dimensions. The dimensions are Behavior loyalty, Attitudinal loyalty, Hedonic Value, Brand satisfaction, Brand equity, Brand value and Brand trust. The questionnaires were distributed to consumers who made purchase of Toilet Soaps in leading stores in Tiruchirappalli. As brand loyalty is found to be combination of several components, all the antecedents considered for the study should be given equal importance. In Toilet soap industry, a strong brand builds the foundation of business performance. The result of path analysis shows that Brand satisfaction, Brand equity and Brand trust has higher impact with behavior loyalty. Brand value and Hedonic value has higher impact with attitudinal loyalty.
The present research paper attempts to analyze the journey of a product from brand awareness to brand loyalty in the cosmetic industry. Cosmetic industry is one of the fastest growing industries in the Indian market and is valued at around 6.5 billion USD in 2018-19. The cosmetic industry is racing with enormous growth potential. The projected growth of the industry by the year 2025 is expected as 22 percent. It is of relevance to note that almost 22 percent of the consumer packaged goods is from the beauty industry and the growth of the industry is almost double than the gowth in US and Europe. Awareness about the existence of a brand in the market is a prerequisite for the brand to move into the purchase decision making process. The brand selected as per the considerations of each individual will be purchased and if the brand meets the expectations of the individuals, they continue to buy the brand contributing to the loyal base. Brand awareness and brand loyalty in skin care are considered for the study as and skin care segment is the leader in the cosmetic industry. It is a known fact that the consumer studies are mainly based on survey results, the present analysis is based on the information gathered through the administration of the questionnaire to the females of 18 and above 18 years of age living in the twin cities of Hyderabad and Secunderabad. The sample is a convenience sample with 407 responses covering college going girls, home makers, working population. Descriptive statistics and chi square test are used for the purpose of analysis. Age and occupation are taken as the independent variables to study the impact of age and occupation on brand loyalty in the skin care segment. The age and income of the respondents have not shown any significant impact on brand loyalty for cosmetic products. Similarly, age and occupation are not influential in the factors affecting loyalty.
Antecedents of Brand Loyalty: An Empirical Study from Pakistan
international journal of research in computer application & management, 2013
The purpose of this research paper is to present the role played by the Brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The present study was performed to illustrate the involvement of the cognitive and affective variables and also the variables of perceived quality and customer satisfaction in the building and formation of the brand loyalty. The scale is developed to measure the brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The paper takes the forms of descriptive research. The current study used a sample of 150 customers from three different cities. The constructs in this study were developed by using the measurement scales which are taken from the past studies. The data was analysis by using SPSS. The tool of this study was evaluated for reliability. The result shows that these cognitive and affective variables are reliable. The result also shows that the brand trust has significantly impact on the brand commitment and also has a positive impact on brand loyalty. Further research in the article should try to examine the cognitive factors as a better knowledge .There are some limitations in this study and also the results of this studies indicates direction for adopting the further research which enhance the brand loyalty efficiently. The link of the perceived quality and brand loyalty needs to be investigated efficiently. The contribution of this research paper or article is that it provides the great important insights which played a magnificent role in the development and measurement of the factors or variables.