Brand Recall and Customer Devotion of Fast-Moving Consumer Goods in Rivers State

Abstract

This study investigated the relationship between brand recall and Customer devotion of fast moving consumer goods in Rivers State. The study adopted a cross-sectional survey research design. The population of the study comprised of 10 fast moving consumer goods distributors in Rivers State. The entire population was adopted as the sample size for the study using census technique. However, 30 copies of structured questionnaire were distributed to 3 respondents in each of the 10 fast moving consumer distributors under investigation. 25 copies were retrieved and used for the analysis. The Pearson product Moment Correlation was used to test the hypotheses. The findings of the study revealed a significant and positive relationship between brand recall and Customer devotion. The study also revealed that brand recall positively correlated with repeat purchase rate, word-of-mouth (WOM) and customer retention. The study concluded that brand recall enhances Customer devotion of fast moving consumer goods firms in Rivers State. It was recommended that fast moving consumer goods distributors that want to increase their customers’ loyalty should be more creative, proactive and innovative with their brand strategies.

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