Factors influencing brand loyalty among consumers of Mumias, Muhoroni, Sony and Chemelil Sugar brands in Kisumu County

Abstract

The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards different sugar brands in Kisumu County. It begins with the general introduction of brand loyalty and the Kenya sugar industry and then narrows down to the factors that influence customers' loyalty on sugar brands. The factors of brand loyalty are social class, brand awareness, product quality, price, packaging, promotion, product availability, social class and product place of origin. Product availability, brand awareness and promotion were key factors that showed a strong correlation with brand loyalty. In order to increase customer satisfaction and drive them to be brand loyalists, marketers are encouraged to develop aggressive distribution marketing programs.

Questionnaires were distributed and self-administered to 450 respondents in supermarkets point of purchase. Descriptive analysis was also used in this study. The research results will show that there is positive and significant relationship between factors of brand loyalty (social class, brand awareness, product quality, price, product availability, promotion, product place of origin) with sugar brand loyalty. The study is of more focus to factors that are appropriate to the Kenyan environment.

The research results suggest that, in order to create brand loyalty, a high intensity level of distribution should be established and maintained, especially in the case of sugar industry. Brand availability is key to consumer purchase decision and consumer brand loyalty. Marketers in the sugar industry should therefore use tactics such as loyalty programs to increase likelihood of repeat purchase and retrieve important information about the consumer and their spending habits