Research On The Factors Influencing Brand Loyalty On Fast Moving Consumer Goods

The fast moving consumer goods industry is one of the world’s pillar industries，and, is closely related to the consumers’ daily lives. With the gradually intensifiedcompetition in the market, many foreign fast moving consumer goods companies haveto enter the Chinese market, how to obtain and maintain market share is the problemfacing enterprises. Studies have shown that the cost of attracting a new customer is5-9times the cost to retain an old customer. Therefore, improving customer loyalty is animportant strategy of each enterprise to win in the fierce market.Brand loyalty is essential for the marketing; fast moving consumer goods industryis characterized by many kinds of brand, similarity in the product efficacy and strongsubstitutability. Consumers usually buy the fast moving consumer goods tend to besimple implusive and with lower loyalty. What are the factors affecting the fast movingconsumer goods brand loyalty? What is the relationship between them? How thesefactors affect consumer brand loyalty? This article attempts to explore the aboveproblems through a case study of toothpaste.Draw on the theory of relationship commitment, as well as scholars in the past onthe basis of brand loyalty influence factor model, in-depth analysis of the relationshipbetween the various factors, as well as the connotation of the various factors that affectcustomer loyalty. According to the characteristics of fast moving consumer goodsindustry, this article take perceived value, customer satisfaction, brand trust, switchingcosts, alternatives attractive and price sensitive as the antecedent variables, meanwhile,relationship commitment as mediating variables connecting the various antecedents andcustomer brand loyalty to build a theoretical model.In addition, brand loyalty is dividedtwo dimensions of emotional loyalty and behavioral loyalty，and we take emotionalcommitment and sustained commitment as mediating variables in order to explain theextent of the role of the various antecedent variables on each dimension.In this paper,we take the toothpaste consumers as the research object, using structural equation modelto test the hypothesis. The research results show that the customer perceived value,customer satisfaction and brand trust are positive effects on brand loyalty through themediating effect of emotional commitment; switching costs faced by the customer through the mediating effect of the continued commitment to the positive effect onbrand loyalty; customer facing alternative product appeal and customer price sensitivitythrough continued commitment to the mediating effect of negative influence onconsumer brand loyalty.Finally, basing on the above results this study carries onanalysis and discussion, and I give some marketing advice.