ABSTRACT

The study analyzed the determinants of brand loyalty and brand switching of selected milk products in Abia State, Nigeria. Specifically, it examined the socio-economic characteristics at' respondents; ascertained the effect of customer satisfaction on brand loyalty and brand switching among others. A multi-stage sampling 'technique was used for selecting location while a simple random sampling was used for selecting respondents. A structured questionnaire was administered on 300 respondents and a total of 290 questionnaires were duly completed and returned by the respondents. Data collected were analysed using descriptive statistics, simple linear regression model and profit regression models. The study fund that education. income. sex, age, customer satisfaction, perceived value, brand price, brand name awareness, product quality and promotion influenced brand loyalty and brand switching, but at different levels of significance. Income showed that most of the respondents earned above N30, 000 and there lore, were able to make purchases wihout income restriction. Customer satisiliction was signhlicant at 1% probability level and promotion was significant also at 1% probability level, all indicated as having the highest influence on brand loyalty and brand switching. The study concludes that milk dealers will increase profit in Nigeria by focusing on programs that increase brand loyalty .This will prevent customers from switching to other brands. The study recommends that companies should look for appropriate measures that will enhance customer satisfaction and product image. Company's dealing in milk product should invest more on marketing their product through promotion campaigns. Companies should produce quality products conlom to the requirements of customers. Again, companies should set competitive prices for their products since price fairness is an extremely concern that leads to satisfaction.