The Incidence of Brand Loyalty among Consumers’ of Cereal Foods
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The Incidence of Brand Loyalty among Consumers’ of Cereal Foods

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– The Incidence of Brand Loyalty among Consumers’ of Cereal Foods –

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Abstract

This research was concerned with the incident of Brand loyalty among the consumer of cereal foods in Enugu metropolis, using Phinomar Foods in Enugu as case study.

Given the background of the problems the study sought to know the existence and extent of brand loyalty among consumers of cereal foods, to determine the influence of prices of the products on brand loyalty.

Whether consumers perception of the attributes of the cereal foods influence brand loyalty for particular brands and such attributes includes thing as taste, Milk content sugar content dissolvability and nutritional value and finally to ascertain the extent company image and brand name influence brand loyalty.

All the same, this study was restricted to six popular brands namely; Cornflakes, Golden morn Soy pops, Cocopops, White oat and Fruit Fiber.

Introduction

Human behaviour is enormously varied and very complex and is predicted on attitude, learning and habit. Consumers learn from past experience and future behaviour is conditioned by such learning.

Marketers, the world over differ considerably in their prediction of human behaviour. The whole marketing effort is generally centered on the consumers.

This is implied in the marketing concept echoed by most markets which is consumer satisfaction at a profit as the basis for successful marketing.

In their varied description of consumers as Theodore Levit (1960) puts it, some people described consumers as unpredictable, varied, fickle, stupid, shortsighted, stubborn and generally bothersome.

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