Brand Loyalty And The Factors That Affect It: A Study Of Dangote Sugar Refinery
BY
BALOGUN SHERIFF
ABSTRACT
The purpose of this research is to investigate the idea of choice in a marketing context, if there is such a thing as a choice and if so, what does the idea of loyalty amount to in terms of suspended will by way of instilling into a consumer the sense of loyalty towards a brand, a product or a service and the factors that are responsible for brand loyalty especially in the Nigerian Sugar Refineries. Previous research had shown that product quality has an effect on brand loyalty but there is still little or no literature discussing the extent to which product quality influences brand loyalty and none of the product quality models adopted for the Nigerian market. The qualitative and quantitative research methods were used; interviews were conducted on four Dangote Sugar Refineries personnel
…show more content…
The research results showed that product quality was not the strongest factor that led to brand loyalty but market inertia and that product quality was more likely to lead
Marketing of FMCGs plays a pivotal role in the growth and development of a country irrespective of the size and population. It is a fact that the development of FMCG marketing has always kept pace with the economic growth of India. Despite the growing importance of the Indian FMCG industry, the topic of how the different FMCG products builds brand loyalty among customers due to effect of brand positioning appears to be under-researched. The end results of this research also lead to a deeper understanding of a FMCG brand loyalty concept as well as some implications for practitioners working in the FMCG
Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in
This research aims to know the influence of product quality and customer satisfaction toward customer loyalty. This type of research is a research
Primarily the loyalty is based on perception, not tangible evidence. Here we can see how important brand equity and positioning can be to a product that is otherwise probably on par with many of its competitors, but the message conveyed by the brand is quite different.
This research investigates the impact of Brand Loyalty on consumer preference. Independent Variables selected for this research were Brand Image, Brand quality, Brand perception to explore the impact of these independent variables on Consumer preference (Dependent variable). For this purpose, Primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the different Universities. For this research study, a sample size of 250 respondents has been taken into consideration. University students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling
Perceived value is a subjective evaluation. In addition, an affective attachment to a brand can influence cognitive evaluation. The essence of brand identification includes affective attachment with the brand, thus customers are more likely to evaluate the value of the brand in a favourable way if the customer has a strong brand identification. Furthermore, He et al. (2012) found that, although not dealing with brand identification, research shows that relationship quality and intangible assets such as reputation relates to perceived value. At the same time, brand identification involves a deep and meaningful relationship between consumer and brand as well as the fact that brand identification is to a great extent related to corporate reputation. Thus brand identification influences perceived value. However, it is important to note that perceived value affects both customer satisfaction and brand trust in a way that leads to brand loyalty. In other words, perceived value can have a direct effect on brand loyalty but also an indirect effect on brand loyalty through customer satisfaction and brand trust (He et al.
As a company, customer mentality is important for them to affect the volume of business. Brand loyalty is one of related issues of customer purchasing choices. FOONG YEE and YAHYAH (2008) stated that many companies, especially those in the sportswear industry try to enhance brand loyalty among their customers.
The multiple regression analysis was adopted to test the relationship and the influence of the independent variable: brand awareness, perceived quality, and brand association, the mediator variable: marketing campaign and the dependent: brand loyalty. From the table IV was shown the regression analysis in the Enter method which in the first model set brand awareness, perceived quality, and brand association as the independent variable into the equation. The second model is marketing campaign enters into the equation with the mediation. The result found Model 1 has R = .691, R Square = .477, that mean the independent variables has the relationship with the dependent variable and can predicted the relationship at 47.7 %. F = 120.387 (p 2.0),
In addition, several empirical findings have confirmed that a favorable image (i.e. brand, store/retail) will lead to loyalty (e.g. Koo, 2003; Kandampully&Suhartanto, 2000; Nguyen & LeBlanc, 1998), brand equity (Faircloth, Capella, & Alford, 2001; Biel, 1992; Aaker, 1991; Keller, 1993), purchase behavior (Hsieh et al., 2004) and brand performance (Roth, 1995).
Ted Baker’s brand differentiation and consumer loyalty can further be related to the characteristics theory, which was developed by Kelvin Lancaster in the mid-60’s and it is based on four key assumptions:
The diversity of products and high requirement from customers, the company has to define their position in marketplace to attract and satisfy the customer. A study of relationship between Brand Association, Brand Awareness, Perceived Quality, Brand Loyalty and Brand Equity towards Apple . Therefore, the research focuses on the brand equity toward Apple and seeks for the answer to the following research question:
It is important for a business to have brand loyalty because the main focus of brand loyalty is trying to get the
The first of Porter 's five forces is the Threat of Substitution. When threat substitution level is low, the appeal to start in the market is high. Barringer describes it more "This means that products or services from other industries can 't easily serve as substitutes for the products or services being made and sold in the focal firm 's industry." (Barringer, Ireland, 2016, p. 155) The cultivation of brand loyalty will help to reduce threats of substitutions for the given product or service.
Brand loyalty is one of the hottest subjects in marketing today. Customer’s brand loyalty play an significant role in company’s development. There are a range of definitions of this term, but in this essay ‘brand loyalty’ refers to people being willing to buy products from the same manufacturer repeatedly rather than from other suppliers. More and more companies are tried to investing in optimizing the benefits of their brand externally and internally. Various researchers (Ballester and Aleman, 1999) refer that brand loyalty generates benefits like substantial entry barriers to competitors, better ability to respond to competitive threats, greater sales and revenues and the customers’ lower sensitivity to marketing efforts of competitors. The purpose of this essay is to help the entrepreneur to explore which factor can have important influence for customer’s brand loyalty. Clearly a study of this type is inevitably restricted by various constrains. Because customer’s brand loyalty has been influenced by many factors we can not illustrate all of them. The essay is structured as follows. The first section presents an example on the highly successful Apple company, analyzing the company’s approaches to encourage ‘brand loyalty’ among their customers. The second part focuses on factors distinguish which factors can have a significant influence on customer, make customers to try out products instead of remaining loyalty to brand.
The concept of Brand loyalty is defined in terms of 6 necessary and sufficient conditions. These conditions are as follows: -