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The major contribution of the study is that consumer brand behaviour of FMCG products is measured and compared. This means that if random FMCG products show similar behaviour towards brand behaviour, that marketers have an indication that they could employ brand building actions communally in household FMCG products, and that each product does not require individual brand building actions. This is especially of value to organisations that possesses a number of FMCG products because a communal brand building approach is less expensive than individual actions. In addition, it also postulates that inherent brand qualities could be transferred between the different FMCG products. Further research could substantiate if such relationships actually do exists and also how strong these relationships are if they do exists.
CONCLUSIONS
In the previous section, it was established that all three products can be treated as a single entity due to the strong similarities between them. This means that it is confirmed that the three consumer products (toothpaste, coffee and bread) yield the same results on brand loyalty. As a result it is postulated that, regarding FMCG's, the combined data could be used to measure brand loyalty communally. In practice this means that marketers can, based on the findings of this study, integrate their brand loyalty management strategies of FMCG's in their competitive strive.
A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS 406