- Title
- Building brand loyalty within selected segments of the South African fast moving consumer goods market
- Creator
- Terblanche, Etienne
- Date Issued
- 2002
- Date
- 2002
- Type
- Thesis
- Type
- Masters
- Type
- MTech (Marketing)
- Identifier
- vital:10774
- Identifier
- http://hdl.handle.net/10948/d1002108
- Description
- The rapidly increasing competitiveness within the fast-moving consumer goods (FMCG) market compels an organisation within this market to not only entice consumers to purchase the organisation’s brand, but also to keep these consumers purchasing the brand. It is therefore essential that an organisation creates and maintains loyalty among consumers towards its brand. The objective of the research was to find out what strategies an organisation could implement to achieve and sustain loyalty from current and prospective consumers towards its brand in a highly competitive, FMCG market. The main areas of focus were as follows: Establishing the basis on which consumers differentiate between homogenous products. Determining what strategies an organisation could utilise to ensure that consumers will differentiate its brand from those of competitors. Obtaining relevant information to find out what variables motivate consumers to be brand loyal within the FMCG market. Ascertaining how an organisation could build a brand. Determining how an organisation could maintain brand loyalty from its existing consumers. The research included a study of relevant literature and an empirical study. The aim of the literature study was to obtain a solid base of information and opinions regarding the concepts of brands and building brand loyalty. Making use of structured questionnaires and through performing personal interviews, the empirical study consisted of two aspects. The one aspect was a brand loyalty survey conducted among 303 respondents, and the second aspect was a brand loyalty survey conducted with nine owners or marketers of leading brands. The following were the major findings of the research: Relying on being a leader in price and quality is not enough to ensure that a consumer would continue purchasing an organisation’s brand. A brand is an experience and in order for a consumer to become loyal towards a brand, the consumer should have a host of positive thoughts regarding past experience with the brand. It is essential that organisations within the FMCG market proactively develop and implement strategies aimed at creating and maintaining loyalty towards their brands.
- Format
- 222 leaves
- Format
- Publisher
- Port Elizabeth Technikon
- Publisher
- Faculty of Commerce and Governmental Studies
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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