THE IMPACT OF BRAND LOYALTY WITHIN THE FAST MOVING CONSUMER GOODS (FMCG) IN GHANA

Abstract

The empirical research study aimed at presenting a research finding and result on the impact of brand loyalty on performance of the FMCG markets. The primary objective of the study was to explore why loyalty developed in FMCG markets from the consumers’ perspective was the determining and sustaining factor high volume sales within the industry.

A problem statement for embarking on the research study further established the empirical research study for on the impact of brand loyalty on the performance of FMCG markets within the industry. The Literature review relevant data and studies documented in the field of brand loyalty and FMCG markets as determinant variables in the thematic area of the study. Most of these written materials formed the basic understanding of the data collected on FMCG markets. The secondary data was the defining point for establishing the facts under the research investigation. Increasing competition within the local Ghanaian FMCG markets has made the traditional price and quality producing leadership in an industry as too little. It is no longer enough to depend on these attributes for leadership in products and services. Organizations that realized the importance of product branding as a valuable asset towards providing substantial returns on investment in the long run highly set their objectives right.

The knowledge gained from the research enabled the researchers to draw conclusions on what strategies organisations operating within the highly competitive FMCG market could implement to create and maintain loyalty towards its brands.