Brand Loyalty and Consumers of Northern Noodles Nigeria Limited: An Analysis of Factors

Abstract

This paper examines the factors that enhance brand loyalty in Northern Noodles Nigeria Limited. There are several factors that encourage customers to become loyal to either the company or brand they are using but this study focused on three factors which are Product involvement, Perceived quality and Brand trust. Primary data was used for the study. Questionnaires were distributed among 300 respondents in Kaduna State. The study used correlation coefficient analysis to examine the relationship between these focused factors and brand loyalty. Findings reveal that product involvement, perceived quality and brand trust are factors that enhance loyalty to brand. It is recommended that Northern Noodles Nigeria Limited should continue to make their product more unique in order to sustain their consumers and stimulate their involvement, maintain their quality of product and identify ways in which to gain more trust into the hearts of the consumers. Also they should explore more ways in which to improve on other factors that positively impact on customer loyalty to brand in order to help further strengthen brand loyalty towards their offering brand.

Keywords: Brand Loyalty, Consumers, Northern Noodles