Factors Influencing Brand Loyalty in Retail Shops

Abstract

The general objective of this research was to investigate the factors influencing brand loyalty in retail shops of Meru. The specific objectives were to determine whether brand performance, marketing strategies, customer satisfaction and perceived product quality influences brand loyalty.  A survey of two hundred and fifty respondents was used in five supermarkets and five wholesale shops. Research adopted descriptive design with qualitative and quantitative techniques and data was analyzed using both descriptive and inferential statistics. Using linear regression the dependent and independent variables relationship was identified. The chi-square test reviewed that there was a significant relationship between brand performance, marketing strategies, customer satisfaction and brand loyalty but there was no relationship between product quality and brand loyalty in retail shops.The study recommends future studies to be done values, skills and attitudes of customers on brand loyalty.

Keywords: Brand loyalty, Marketing strategies, retail shops, customer satisfaction