Research Paper

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  • Topic: Brand, Fast moving consumer goods, Research
  • Pages : 66 (11421 words )
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  • Published : March 5, 2013
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THE IMPACT OF BRAND LOYALTY WITHIN THE FAST MOVING CONSUMER
GOODS (FMCG) IN GHANA.
CASE STUDY: KUMASI METROPOLIS

BY
ESHUN RICHARD
ANYEMEDU KWABENA ANTWI
BAAKO VERONICA EKUA
ASAMOAH FRANK OWUSU
SAMPSON MAVIS AMISSAH

A Project Work Presented To The Department Of Business Administration In Partial Fulfillment Of The Requirements For The Award Of A Bachelor Of Business Administration (Bac helor Of Business Administration Marketing Option)

JUNE, 2012

Page i of 8

DECLARATION
We Have Read The University Regulations Relating To Plagiarism And Certify That This Report Is All Our Own Work And Does Not Contain Any Unacknowledged Work From Any Other Source. We Also Declare That We Have Been Under Supervision For This Report Herein Submitted.

Name

Signature

Eshun Richard/10140910

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Anyemedu K. Antwi/10140744

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Baako E. Veronica/10124136

Date

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Asamoah F. Owusu/10124122
Sampson M. Amissah/10135297
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Supervisor’s Declaration
I Hereby Declare that the Preparation and Presentation of the Dissertation Were Supervised In Accordance With the Guidelines on Supervision Laid Down By Christian Service University College

Supervisor’s Name
Mr. Appiah Sarpong

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Head of Department’s Name
Kwaku Ahenkorah (Dr.)

Page ii of 8

ABSTRACT
The empirical research study aimed at presenting a research finding and result on the impact of brand loyalty on performance of the FMCG markets. The primary objective of the study was to explore why loyalty developed in FMCG markets from the consumers’ perspective was the determining and sustaining factor high volume sales within the industry.

A problem statement for embarking on the research study further established the empirical research study for on the impact of brand loyalty on the performance of FMCG markets within the industry.
The Literature review relevant data and studies documented in the field of brand loyalty and FMCG markets as determinant variables in the thematic area of the study. Most of these w ritten materials formed the basic understanding of the data collected on FMCG markets. The secondary data was the defining point for establishing the facts under the research investigation. Increasing competition within the local Ghanaian FMCG markets has made the traditional price and quality producing leadership in an industry as too little. It is no longer enough to depend on these attributes for leadership in products and services. Organizations that realized the importance of product branding as a valu able asset towards providing substantial returns on investment in the long run highly set their objectives right .

The knowledge gained from the research enabled the researchers to draw conclusions on what strategies organisations operating within the highly competitive FMCG market could implement to create and maintain loyalty towards its brands.

Page iii of 8

DEDICATION
This project is dedicated to our families and loved ones who have been very supportive throughout our time in school.

Page iv of 8

ACKNOWLEDGEMENT
The creator of the universe, the giver and provider of knowledge and understanding, God the Almighty, unto him we give thanks and praise.
Our special thanks goes to the following personalities for their immense support, contribution and encouragement towards the successful completion of the work. Mr Sarpong Appiah, our project supervisor for his guidance and support towards this work Special thanks to Mr. Akwesi Nkrumah (Engineer KMA) , Miss Jerusha Owusu, Miss Regina Owusu and Miss Faustina Odoi.

And to all who in one way or the other contributed to the success of this work, we say God richcly bless them.

Page v of 8

TABLE OF CONTENT
TITLE

PAGE

Title Page

i

Declaration

ii

Abstract

iii

Dedication

iv...
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