Study On Empirical Model For Consumer-based Brand Loyalty Measurement Of Fast Moving Consumer Goods

Along with the deepening of the integration of world economy and internationalizing of China's market, switching behavior of consumers in brands has seriously impacted the profitability of enterprises, especially in FMCG (fast moving consumer goods) field. As the emerging and flourishing market in China, FMCG is suffering fierce competition among various brands. Therefore, brand loyalty has been taken as the most valuable, reliable and stable asset of the enterprise. This study was designed from the view of customer apperceive to establish an empirical measuring model for brand loyalty of FMCG. This quantitative model is aiming at providing theory and practical basis for effective marketing segment and targeted marketing strategies for FMCG enterprises.The study can be divided into three steps. First, to review and discuss the thesis papers, based on extensive literature reading, we raised the idea of the conceptual model and related assumptions; Second is the questionnaire design and data collection, we conducted a questionnaire survey and data collection in cities of Shanghai, Beijing, Wuhan, Yichang et al. Finally, we use Fact Analysis Approach, Regression Approach and AHP to test the reliability and validity of the questionnaire and the hypothesis raised. The results of analysis mainly prove our propositions, including:1. The study found seven key factors impacting brand loyalty including customer commitment, perceived value, brand trust, brand reputation, customer involvement, price consciousness and customer satisfaction.2. The final model of measuring loyalty is shown as following. Here Bi j is the relative weightage of brand'i'with respect to attribute'j'and A j is the relative weightage for the attribute J . 3. Developing and sustaining the brand loyalty is the biggest challenge in the relentless competition market. Brand loyalty is a multidimensional construct. After having strong theoretical foundation this study has developed model for measuring brand loyalty including multidimensional constructs in attitudinal aspects. Relative weightage of the above attributes were mainly given importance in determining the loyalty score.