Research On Brand Loyalty Of Fast Moving Consumer Goods

A very important reason for the rapid development of our economy is that the original policy of reform and opening replaced policy of seclusion. It also makes more and more foreign companies enter the domestic market, caused a strong impact to local enterprises. In this case, how to strengthen the competitiveness of local enterprises has become an urgent problem in the corporate world. The Eighty-Twenty Rule shows that eighty percent of the profits are provided by twenty percent customers that who more loyal. And studies show that the cost of developing a new customer is five times as long as the cost of maintaining an old customer. Therefore, cultivating a group of loyal customers have a vital role to the long-term development of an enterprise and the key to cultivate high loyal consumer groups is to know what factors will influence the brand loyalty for the consumers and how strength of its impact. This is what this article tries to solve.This paper takes our traditional brand-Wahaha for example, to study the influencing factors of consumer brand loyalty by the methods of quantitative analysis and qualitative analysis. First of all, this paper combines with the relevant literature; put the brand loyalty factors into two dimensions-businesses and consumers. In this paper, it is the first time to put nostalgia emotion and brand extension into the system of brand loyalty influence factors. Next, the author put forward a series of correlation assumptions between influence factors and brand loyalty, draw a correlation model between them preliminary. Final, the author sent questionnaires through online and offline to collect related data, using factor analysis, regression analysis and other empirical methods to explore the correlation between each influence factors and brand loyalty. At the same time, it also makes the earlier correlation model for further improvement.By positive analyzing, this paper concludes that:(1)Factors of consumers and businesses overall have significant impacts to Wahaha brand loyalty.(2)At the consumer level, such personal characteristics like the consumers who were married showing higher loyalty, and recommendation from around people, risk aversion, consumer attitude about self-image, nostalgia are positively correlation to the brand loyalty.(3)At the corporate level, product attribute, corporate image, customer satisfaction, brand extension and brand trust have the positive impact on the Wahaha brand loyalty. (4) Promotion also has the positive impact on the Wahaha brand loyalty. Therefore, draw the conclusion that Wahaha products are not brand and consumers are low loyal to the Wahaha products. According to the above conclusion and combines problems that existing in Wahaha, some suggestions which have a certain practical significance are given to the Wahaha and the other fast consumable enterprise, and also hope his article will provide some references for future research.