Application of the “Brand-Choice Sequences” Theory to measure Brand Loyalty to Beer Brands in Nigeria

Abstract

This research focused on the lacuna that may be extant in the non-application of brand loyalty theories to study consumers' loyalty to brands of regular toothpaste in parts of Nigeria. The study operationalized a behavioral construct of brand loyalty theory, the 'brand-choice sequences' theory, to measure consumers' loyalty to six brands of regular toothpaste, namely: Colgate, Aqua Fresh, Oral-B, Closeup, Sensodyne, and Pepsodent in Awka, Anambra State, Nigeria. Using the survey method, a convenience sample of 300 regular toothpaste consumers in selected socioeconomic and demographic segments was used for the study. Data from the survey were computer-analyzed using t-tests and ANOVA models. The results from the study indicated that, generally, there is no significant undivided brand loyalty among the regular toothpaste consumers. There are significant variations in brand loyalties across the brands of toothpaste studied, but the brand loyalties are between unstable to, at best, divided. Across the socioeconomic and demographic segments, the study did not find any significant variations in brand loyalties to the toothpaste brands. The study recommends that in future studies, for pedagogy in brand loyalty in marketing, behavioral and other theories of brand loyalty may be jointly used to further verify the confluence, if any, among the various theories and concepts on brand loyalty. Perhaps, marketers will need to harness the opportunities presented by the lack of variations in brand loyalties across socioeconomic and demographic segments by presenting toothpaste brands targeted at specific consumer segments for the purpose of creating market niches for their toothpaste brands. [ABSTRACT FROM AUTHOR]