What Really Drives Loyalty in the Fast-Moving Consumer Goods Market?

M. Mork̄unas, Marija Kotryna Grišmanauskaite˙
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Abstract

This article seeks to determine the real drivers of customer loyalty in the fast-moving consumer goods (FMCG) market. The study uses beer consumers in Lithuania as an empirical base for the research. A combination of qualitative (experiment) and quantitative (cross-sectional study and partial least squares structural equation modelling) research techniques are applied. The results reveal that loyalty in the FMCG market is driven by purchase frequency, promotion, price and perceived quality via moderating variables such as brand trust and brand satisfaction. Moreover, they demonstrate that consumers mostly do not recognize their favourite product among similar products; therefore, taste properties or other physical attributes of some FMCG products do not significantly contribute to the formation of brand loyalty. JEL classification: M31, M39
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在快速消费品市场,到底是什么推动了消费者的忠诚度?
本文旨在确定快速消费品(FMCG)市场中客户忠诚度的真正驱动因素。本研究以立陶宛的啤酒消费者为研究的实证基础。结合定性(实验)和定量(横断面研究和偏最小二乘结构方程模型)研究技术的应用。结果表明,快速消费品市场的消费者忠诚度受购买频率、促销、价格和感知质量的影响,并通过品牌信任和品牌满意度等调节变量驱动。此外,他们还表明,在同类产品中,消费者大多认不出自己喜欢的产品;因此,某些快消品的口味属性或其他物理属性对品牌忠诚度的形成并没有显著的促进作用。JEL分类:M31、M39
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CiteScore
3.90
自引率
31.20%
发文量
25
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