To Assess the Impact of Product Branding and Customer Loyalty in the Fast-Moving Consumer Goods market-A Case Study of Big Tree Beverages.

Abstract

The contemporary business landscape is characterized by intense competition, and local businesses in developing economies like Zambia have historically faced challenges from imported brands that are either perceived or real higher quality brands. With an emphasis on BigTree Beverages (Z) Limited, this study examines customer loyalty dynamics and product branding strategies in Zambia's fast-moving consumer goods (FMCG) sector. Using a triangulation methodology, the study integrates a focus group discussion with a quantitative approach, using four BigTree Beverages product users. Based on repeated purchases and long customer lifetimes, the analysis shows that BigTree Beverages enjoys strong brand loyalty. Analyzing product branding techniques, such as those involving packaging, message, and logos, reveals complex dynamics in consumer decision-making and highlights the subtle impacts of these strategies on different aspects of customer loyalty. To ensure broad participation and representation, a standardized questionnaire was used for both online and offline data collecting. The study's geographic focus on Zambia sheds light on the potential and difficulties the FMCG sector in the area faces. Key findings highlight how messaging effectiveness and packaging design have a significant impact on customer loyalty, influencing recommendations and repeat business. But the interaction with logos turns out to be complex, necessitating specific methods. Investing in aesthetically pleasing packaging, maintaining consistency in messaging, and increasing logo visibility are some of the managerial suggestions. These insights enable BigTree Beverages to make well-informed operational decisions in the very competitive FMCG market of Zambia. Limitations like sample size and breadth provide opportunities for more in-depth studies of the socioeconomic and cultural influences on consumer behavior in the future.