oa Journal of Psychology in Africa - Product variations and consumers' brand loyalty: a case study of some Nigerian consumers



The impact of variations in product price, size and quality on consumers' brand loyalty was investigated. The variations were constant price, 5 percent and 20 percent price increase. Size and quality were varied as constant, 5 percent and 20 percent decrease. Two hundred and seventy (270) students, randomly selected from Faculty of the Social Sciences, University of Ibadan, Nigeria, were participants. Brand loyalty scales were developed and standardized to measure consumers' loyalty to their preferred brand of bathing soap, before and after product variations. The design of the study was 3 x 3 x 3 factorial while the analysis of covariance was used to analyze consumers' post-manipulation brand loyalty, with pre-manipulation scores as the covariate. Product price and size did not have significant main effect oil brand loyalty, but product quality did with constant quality being the most superior. Price, size and quality of product variations significantly interacted in influencing brand loyalty with constant price and 5 percent reduction in size being the most favored at constant product quality. It was recommended that in response to increased cost of production, Nigerian manufacturers could vary product price and/or size while quality should be maintained; for the attainment of consumers' loyalty.


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