An Empirical Study of the Impact of Customer Satisfaction on Brand Repurchase among Fast Moving Consumer Goods in Nizwa

There are many fast moving consumer brands available in the market, and this research analyses consumer’s preference, satisfaction and loyalty of these brands of daily consumer products. This study aims to identify the brand usage of selected FMCG products, satisfaction, brand loyalty of consumers. The study also analyses the impact of satisfaction on repeat purchase of selected FMCG brand products. A sample of 277 Omani consumers are selected for the study from Nizwa. The findings of the study revealed that 34% of the consumers use the Rainbow brand of evapourated milk. It is the most consistent and reliable brand in satisfaction among the Omani consumers. The impact of brand satisfaction on recommending evaporated milk is found to be significant for Rainbow, Omela, Al Mudhish and Al Marai. The impact of brand satisfaction on repurchase of Evaporated Milk is found to be significant for Rainbow, Omela, Al Mudhish, and Al Marai. In Arabic bread, 42% of the consumers use Al Kowther brand. 32% of the Omani consumers prefer Dahabi brand. Al Kowther is the most consistent and reliable brand in satisfaction among the Omani consumers. The impact of brand satisfaction on recommending Arabic bread is found to be significant for Al Kowther, Carrefour, Dahabi, Lulu, and Sohar brands. Impact of brand satisfaction on repurchase of Arabic bread is found to be significant for Al Kowther, Dahabi, Lulu, and Sohar brands. In the case of yoghurt, 50% of the consumers use Mazoon brand of yoghurt. 38% of the Omani consumers prefer Almarai brand. A’Safwah is the highest and most consistent and reliable brand in satisfaction. The impact of brand satisfaction on recommending yoghurt brand is significant for Almarai and Mazoon. Impact of brand satisfaction on repurchase of yoghurt is significant for Almarai, A’Safwah and Mazoon.