IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 1 2024
DOI: https://doi.org/10.56201/ijmcs.v8.no1.2024.pg1.14

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Motivation And Brand Loyalty of Fast-Moving Consumer Goods in Akwa Ibom State, Nigeria

Ukpe, Ndianabasi Friday. Prof. Ibok, Nkanikpo Ibok

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Abstract

This study was conducted to examine the effect of Motivation on Brand Loyalty of Fast Moving Consumer Goods (FMCGs) in Akwa Ibom State, Nigeria. Motivation strategies employed by FMCGs firms in reaching out to its customers were used as pre-determined factors in measuring brand loyalty. These strategies formed the independent variables for the study which were rewards, and incentives and bonuses. The dependent variable was brand loyalty. The study adopted a descriptive research design and the population of the study consisted of 270 consumers of FMCGs in Akwa Ibom State. A purposive sampling technique was adopted by the researchers. Data for the study were collected using structured copies of questionnaire from two hundred and seventy (270) respondents. The research hypothesis was tested using simple regression model at a 5% level of significance. From the data analysis, findings revealed that the motivation significantly affect brand loyalty of Fast Moving Consumer Goods (FMCGs) in Akwa Ibom State. From the findings, it was concluded that motivation affect consumer’s brand loyalty of Fast Moving Consumer Goods in Akwa Ibom State, Nigeria. Based on this, it was recommended that FMCGs firms should continue to give out incentives and rewards to their customers to build up their brand loyalty.

keywords:

Motivation, Brand Loyalty, Fast Moving Consumer’s Goods

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References:

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Horsfall, H. (2020). Brand equity and brand performance of retail pharmaceutical firms in
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