Consumer Promotion

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

Product loyalty is why Coca-cola drinkers do not drink Pepsi and why 7-up drinkers do not drink Sprite. While there may be a fluctuation week – to – week on prices, the fluctuation is not large enough for the consumer to consider substitutions.

Relative perceived quality Purchase probability Advertising effectiveness Aided advertising recall Customer satisfaction Customer loyalty A B C D E F

The results of the study indicate that a large portion of the repeat buying behavior is due to unexplained factors across purchasing occasions. The authors state that this study has a 72% of reliability, but did not show the calculation of how the number was derived. The written English is weak and some descriptions are not so clear. Despite this deficiency, this article provides marketing managers with another perspective to sustain brand loyalty. In regards to the 72% reliability, further research can incorporate quantitative methods of research to indentify outliers, which can lead to a more accurate

At the bottom of this pyramid lies the indifferent consumer with no brand loyalty. Each brand is perceived to be sufficient, yet the specific brand plays little to no role in the purchase decision. Convenience or a sales promotion is a larger factor when purchasing. On this bottom section, the consumer can be labeled a price buyer. Next, there are buyers that are not dissatisfied with product. There is not a large enough reason to stimulate change, especially if the change will result in effort. This section is termed habitual buyers. They are vulnerable to competition that offers an obvious benefit for switching. However, this section is not looking for alternative options; therefore, they might be hard to reach for competitors (Kombrabail, 2009). Next is the satisfied buyer,

In today’s highly competitive business markets, a consumer’s loyalty to a brand often adds reassurance to the company’s stable and lasting position in the marketing world. As the new year continues to unravel, brands must maintain strong marketing strategies in order to keep their current buyers interested as well as capture the eye of new buyers. Brand loyalty after all, is the consumer’s conscious and unconscious decision, expressed through intention or behavior, to repurchase products from a brand continually. It occurs when the consumer perceives that the brand offers the right product features, image, or level of quality at the right price. One of the industry’s most successful

Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features. As brand loyalty increases, the vulnerability of the customer base to competitive action is reduced. It is one indicator of brand equity which is demonstrably linked to future profits, since brand loyalty directly translates into future sales.

Different authors have given many ideas, perceptions about those factors according to their experiences. Henceforth, an explanation about each factor and the relationship of each factor with the brand loyalty based on prior studies can be shown as

There are no studies which touched on the topic of “loyalty” to hotel brand in Riyadh City in the Kingdom of Saudi Arabia but there are some studies which had discussed the “loyalty” to a brand in other production sectors. For example, the study of (Salh, 2010 ) as it aimed to study the psychological and social factors and its effect on loyalty of mobiles’ buyers to the brand as the study concluded that there is relation between the psychological and social factors of user and mobile brand. The study of (Hasen, 2017) aimed to know the factors which lead to prefer a specific brand and concluded that there are several factors of preference of a specific brand such as quality, price, specifications and mental image of the brand. The study of (Al-Zabi, 2013 ) strived to examine the effect of concepts relevant to the nature of purchasing decisions, mechanism to make these decisions, methods of its evaluation, explain the types reference groups which affect purchasing decision of consumer of automotive goods and identify the types of effect (informative and standard) and degree of their effect on purchasing decision of consumer of automotive goods. The study of (Al-Khusroom, 2011 ) aimed to know the effect of perceived difference and perceived quality of on consumer’s loyalty to a brand. The study concluded that there is big effect of perceived difference which is created by brand in consumer’s mind in his loyalty towards this brand. Also, the perception of

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

In general, brand loyalty is understood to describe the characteristics of those consumers who have a strong commitment to a brand, because they view that brand as being more satisfactory than the alternatives and this evaluation is reinforced through repeated use (Jonna, 2001). The literature is quite clear on what brand loyalty means; however, there are differences of opinion on its measurement. The instrumental conditioning perspective views behavioral measures such as actual purchase patterns as being the best indicators of brand loyalty. This line of research maintains that brand loyalty develops from the positive reinforcement received from trying a brand and being satisfied with it, which leads to repeat purchase (Jonna, 2001). The problem is that behavioral measures cannot distinguish between actual brand loyalty (i.e., affect for the brand) and “spurious” repeat purchase patterns that may result from convenience, availability, inertia, or other factors. The cognitive school proposes that only measures of a consumer’s mental processes and beliefs can make the distinction between actual brand loyalty and spurious behavior (Day, 1969; Lutz & Winn, 1974). From this perspective, brand loyalty is the result of the consumer’s search and attributes evaluation process, which leads to beliefs of brand appropriateness or superiority and repeat purchase. An example of this is the

Analyzing customer’s point of view in Bank Pasargad about brand equity and its dimensions and also commitment and loyalty of customers.

Previous studies have looked into the influence of perceived value in influencing consumer purchase behaviour (Liu et al., 2012; De Medeiros et al., 2016; Diao and He, 2014; Asshindin et al., 2016), post-purchase behaviour (Meng et al., 2011), the effects on online purchases (Hsu and Lin, 2015; Yoo, 2015;), and its contribution to achieving satisfaction (Grondholdt et al., 2000; Meng et al., 2011; Ranjbarian et al., 2012). However, no study has yet analysed the influence of perceived value on consumers who already have pre-existing loyalty to another brand (SOURCES). Similarly, tonic water is a market that is

The concept of Brand loyalty is defined in terms of 6 necessary and sufficient conditions. These conditions are as follows: -