Preview

Research Paper

Good Essays
Open Document
Open Document
11421 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Research Paper
THE IMPACT OF BRAND LOYALTY WITHIN THE FAST MOVING CONSUMER
GOODS (FMCG) IN GHANA.
CASE STUDY: KUMASI METROPOLIS

BY
ESHUN RICHARD
ANYEMEDU KWABENA ANTWI
BAAKO VERONICA EKUA
ASAMOAH FRANK OWUSU
SAMPSON MAVIS AMISSAH

A Project Work Presented To The Department Of Business Administration In Partial Fulfillment
Of The Requirements For The Award Of A Bachelor Of Business Administration (Bac helor Of
Business Administration Marketing Option)

JUNE, 2012

Page i of 8

DECLARATION
We Have Read The University Regulations Relating To Plagiarism And Certify That This
Report Is All Our Own Work And Does Not Contain Any Unacknowledged Work From Any
Other Source. We Also Declare That We Have Been Under Supervision For This Report Herein
Submitted.
Name

Signature

Eshun Richard/10140910

……………………

Anyemedu K. Antwi/10140744

……………………

Baako E. Veronica/10124136

Date

………………………...

Asamoah F. Owusu/10124122
Sampson M. Amissah/10135297
.

….………………….
….…………………..

…………………………
………………………….

….………………
….……………….
….…………………

Supervisor’s Declaration
I Hereby Declare that the Preparation and Presentation of the Dissertation Were Supervised In
Accordance With the Guidelines on Supervision Laid Down By Christian Service University
College

Supervisor’s Name
Mr. Appiah Sarpong

……………………………

….…………………..

………………………….

….…………………..

Head of Department’s Name
Kwaku Ahenkorah (Dr.)

Page ii of 8

ABSTRACT
The empirical research study aimed at presenting a research finding and result on the impact of brand loyalty on performance of the FMCG markets. The primary objective of the study was to explore why loyalty developed in FMCG markets from the consumers’ perspective was the determining and sustaining factor high volume sales within the industry.

A problem statement for embarking on the research study further established the empirical research study for on the impact of brand loyalty on the performance of FMCG markets within the industry.
The Literature review relevant data and studies documented


References: chain, production, and general management. Terblanche (2002). Gonzalez (2012). price and quality is not enough to ensure the success of a product anymore. Terblanche (2002). good and, consequently, many stick with the brand when the economy improves again. FMCG Markers (2009).
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Mkt 421 Week 4 Brand Loyalty
    • 755 Words
    • 4 Pages

    Mkt 421 Week 4 Brand Loyalty

    Brand loyalty involves a promise of tangible and intangible benefits that are designed to meet the needs of the customer, thereby creating lasting relationships. A successful brand is not simply a product that receives the most media attention, strong sales, and customer satisfaction. Strong, enduring brands are built with the vision of brand loyalty in mind. “Brand loyalty is the strongest form of brand equity and reflects a commitment to repeat purchases. Loyal customers enable a company to reduce marketing costs, leverage trade relationships, and speak to competitive threats with greater success” (Marshal & Johnston, 2010, p 310).…

    • 755 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Air Canada Swot Analysis
    • 1010 Words
    • 5 Pages

    Air Canada Swot Analysis

    Air Canada, founded in 1937, has been recognised as Canada’s flag airline.1 This airline provides services to its passengers within 192 countries around the world and ranks top twenty amongst the largest air transport provider worldwide.2 Air Canada has established a direct connection between its passengers and their company through brand loyalty. Two main aspects that are continuously being focused on is attitudinal aspects as well as behavioural aspects. It is undeniable that besides having the mindset to continue repurchasing from a certain brand, customers also have a certain level of commitment or emotional connection towards the brand. This report aims to examine the factors that influence passengers towards brand loyalty…

    • 1010 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    “Customer Loyalty Can Make or Break a Brand.” How Far Do You Agree with This Statement?
    • 2357 Words
    • 10 Pages

    “Customer Loyalty Can Make or Break a Brand.” How Far Do You Agree with This Statement?

    Increasing number of companies put the strategy of customer loyalty into focus. Marketers from different countries come to an agreement that combining customer development with customer retention can bring long-term impact on brand performance (Kotler, 2003). In specific, price premium, brand awareness and market share closely associated with brand profitability count on customer loyalty. For instance, loyal customers are inclined to pay more for a certain brand because of its inimitable value for them; there is no doubt that no alternative can instead. Similarly, as repeated purchase of loyal customers, market share will be optimistic for the specific brand, in spite of situational restrictions. On the other hand, serious threats customer loyalty brings to brand lies in perceived product parity and fail in innovation and product propagation. Otherwise, retain loyal customers constantly require extra cost for quality control and more budget for marketing campaign on a continuing basis. Unfortunately, small brands with insufficient abilities hardly to achieve the development and reinforcement of customer loyalty, big brands will increasingly prosper as a result. This essay will highlight whether customer loyalty make or break a brand and illustrate examples which can contribute to a brand to be successful through customer loyalty strategy.…

    • 2357 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Best Essays

    Established companies, such as Coca Cola and McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base.
    • 1613 Words
    • 7 Pages

    Established companies, such as Coca Cola and McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base.

    Agrawal, D. (1996) Effect of brand loyalty on advertising and trade promotions: a game theoretic analysis with empirical evidence. Marketing Science 15/1: 86-108.…

    • 1613 Words
    • 7 Pages
    Best Essays
    Read More
  • Better Essays

    Positioning and Brand Loyalty
    • 975 Words
    • 4 Pages

    Positioning and Brand Loyalty

    Brand loyalty takes a lot of time and patience to build among customer, therefore as marketers try to sell their products and look favorable in the eyes of their customer, they must make use of effective brand positioning with is delivered to the market through a marketing mix, which consists of: product strategy, pricing strategy, promotion strategy, and distribution strategy, with these implemented over time customer will become loyalty to their products.…

    • 975 Words
    • 4 Pages
    Better Essays
    Read More
  • Good Essays

    Research Paper
    • 964 Words
    • 4 Pages

    Research Paper

    Have you ever heard of the book Where The Wild things are by Maurice Sendak? This book is very popular among children and adults. While I was researching and investigating Maurice Sendak, I found a lot of interesting facts about his life and accomplishments. Maurice Sendak was born on June 10, 1928, in Brooklyn, New York and died on May 8, 2012 (About). His Jewish family came to the United States from Poland and lost many members of their extended family due to the Holocaust. Maurice was a sickly child and had to spend a lot of time indoors. He spent a lot of time reading, drawing, and letting his imagination run free (goodreads). Maurice learned to love stories as a young child when his father told him embellished versions of Bible stories. At the age of twelve, Maurice became very inspired by the animated world of Walt Disney’s “Fantasia.” He was fascinated with Disney, particularly Mickey Mouse and the film Fantasia, which he saw when he was twelve and had a lasting effect on him. In 1948 he worked at FAO Schwartz as a window dresser while he took night classes at the New York Arts Students League.…

    • 964 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    A Case Study on River Island
    • 8185 Words
    • 29 Pages

    A Case Study on River Island

    HOW DOES BRAND IMPACT ON CUSTOMER LOYALTYIN TH UK FASHION INDUSTRY? A CASE STUDY OF RIVER ISLAND…

    • 8185 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Brand Loyalty at Whole Foods Market
    • 1175 Words
    • 5 Pages

    Brand Loyalty at Whole Foods Market

    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 the consumer’s mind. If branding proceeds successfully customers retain as loyal customers. The American Marketing Association defines brand loyalty in two ways:…

    • 1175 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Better Essays

    Hhonors Case Study
    • 1002 Words
    • 5 Pages

    Hhonors Case Study

    Customer Brand Loyalty is much more than simple repurchasing. “Brand Loyalty can be earned only when leaders put the welfare of their customers and partners ahead of their own self-serving interests.”…

    • 1002 Words
    • 5 Pages
    Better Essays
    Read More
  • Best Essays

    Special K Breakfast Cereal Positioning
    • 3158 Words
    • 11 Pages

    Special K Breakfast Cereal Positioning

    References: Bartlett, R. (2009) Driving Brand Loyalty in Foods and Drinks. Datamonitor, November, pp 78 – 86…

    • 3158 Words
    • 11 Pages
    Best Essays
    Read More
  • Best Essays

    Annotated Bibliography: Brand Loyalty from a Multi-Faceted Perspective
    • 2105 Words
    • 9 Pages

    Annotated Bibliography: Brand Loyalty from a Multi-Faceted Perspective

    Brand loyalty is the ‘Holy Grail’ to all marketing organizations. Marketing practitioners are consumed by it. They search. They try. They dream. They want to achieve the ultimate in brand loyalty, making it so airtight that no competition can lure their consumers from their brands of products. Unfortunately, there is no one-size-fit-all methodology. Competition is dynamic. There’s no way to accurately anticipate what the creativity of their competitors can bring to the marketplace, which can lead to the eventual overwhelming of an established brand. There’s no telling how the motivations and perceptions of their customers may change, having inundated by communications in every conceivable fashion on a daily basis. Yet the organizations that can achieve strong brand loyalty for their products can ensure profitability for their stakeholders. Those who cannot shall perish in the war of the marketplace. Building strong brand loyalty for a company’s products is not just an idea, or a one hit wonder. Rather, building strong brand loyalty is a process that requires management excellence. For this reason we look at brand loyalty from a multi-faceted perspective. Somewhere out there, among the numerous ideas and theories, may lie one that may help turn the fortune of an organization.…

    • 2105 Words
    • 9 Pages
    Best Essays
    Read More
  • Powerful Essays

    Competitive advantage Sony
    • 5157 Words
    • 31 Pages

    Competitive advantage Sony

    Nowadays it has become more and more important for organizations, such as Sony, to differentiate themselves from their competitors by enhancing the way their customers perceive and experience their brand and products. This has become more crucial for the success of Sony due to the fact that the demands and expectations of customers have changed. Today’s market is not only looking at the direct benefits of purchasing a product but also at the added benefits that come with it. More and more competitors of Sony have changed the way they interact with their customers in order to gain and maintain competitive advantage (Sony, n.d.). This paper will explore the possibilities for Sony to increase sales by drawing attention to the experience of customers using their products.…

    • 5157 Words
    • 31 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Garnier Market Research
    • 2669 Words
    • 11 Pages

    Garnier Market Research

    We have researched on the brand perception of the product by the customers and customer loyalty towards the product.…

    • 2669 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Decision
    • 473 Words
    • 2 Pages

    Decision

    Cardoso, O. O., Joao, B. N., & Serralvo, F. A. (2011). Brand loyalty on Internet: a study of influence factors on decision making process. International Journal of Business Research, 11(6), 126+.…

    • 473 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Marketing Elements That Brings Richness To A Business Case Study
    • 1142 Words
    • 5 Pages

    Marketing Elements That Brings Richness To A Business Case Study

    Brand loyalty is a result of consumer behavior that affected by a person’s preferences. A loyal customer will purchase the products consistently from their preferred brands, regard of the price. In terms of advertising, it allow the customer to recognize their brand even they just saw and heard the brand name once. The customer will wish to try when they get to know the brand’s name. When the customer loves the product and brand, they will continue to buy and consume without taking a glance toward other products. Advertising also allow the customer to remember their brand easily when they remember the…

    • 1142 Words
    • 5 Pages
    Good Essays
    Read More

Related Topics