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A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS
23 ABSTRACT
The extensive review of literature and previously tested brand loyalty models resulted in the development of a validated brand loyalty model by Moolla (2010). The model succeeded in the identification of a manageable set of 12 reliable and valid brand loyalty influences that impact directly on brand loyalty of the Fast-moving Consumer Goods (FMCG's) industry. This paper reports on a study that further tests and applies the FMCG model by Moolla on brand loyalty of common household products. Three products have been selected to test brand loyalty in households, namely coffee, bread and toothpaste. In addition to assessing the brand loyalty of each of the products across the 12 brand loyalty influences, comparative analysis was also performed to see if there are differences between these three consumer products. The empirical was conducted among a sample of 550 customers who had access to a wide range of FMCG's. The results showed that consumers did not perceive brand loyalty influences to differ when they evaluate brand loyalty of coffee, toothpaste and bread. The results, therefore, confirmed that FMCG's could all be treated as a single entity when evaluating the influences of brand loyalty.