ABSTRACT

This study analyzed the determinants of brand loyalty to the consumption of noodles among undergraduates in Abia state, Nigeria. The objectives of this study were to examine the various soclo-economic factors that influence loyalty as well as ascertain the extent of consumer loyalty to various brands of noodles, the researcher also ascertained the strength of branding in relation to other factors that affect brand loyalty. To effectively carry out this research study, questionnaires were distributed to the undergraduates consumers of this product who are the most prominent consumers of noodles. This questionnaire administered to them formed the data which were statistically analyzed and tested using frequency distribution, percentage and regression analysis. Among the major findings of the study was the brand loyalty has a great impact on the consumer loyalty to a product and on the firm's increased sales and profitability of its product. It also revealed that more males consumed noodles and that individual households have no significant effect on individual consumption of noodles. The researcher also carried out a blind brand test which revealed that most consumers has a consumption complex. The researcher however, recommended that industries should endeavor to build stronger brands by building their identify round their product, identify core factors that help sustain brand loyalty and firms should adopt a marketing approach coupled with effective product promotion in marketing their brand of noodles. The researcher also made key recommendations which are that the manufacturer of noodles should continue monitoring their consumers and also improve on their product to inspire more consumer patronage.