An Investigation of Consumer Loyalty to Indigenous Retail Brands: A Case Study of Shopping Malls in Kwara State
- Project Research
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- NGN 5000
Background of the Study
Consumer loyalty is a key driver of retail business success, and indigenous retail brands are particularly affected by it in the Nigerian market. Shopping malls in Kwara State house a mix of international and indigenous retail brands, each vying for the attention of the same customer base. While international brands often benefit from brand recognition and perceived quality, indigenous brands face the challenge of establishing loyalty among local consumers. Despite the cultural connection that many indigenous brands share with local customers, consumer loyalty can be fragile, especially in the face of fierce competition from global retailers. This study seeks to explore the factors influencing consumer loyalty to indigenous retail brands in shopping malls in Kwara State.
Statement of the Problem
Indigenous retail brands in Kwara State face challenges in cultivating consumer loyalty, which is essential for long-term business success. While many local consumers prefer supporting indigenous brands due to cultural ties, these brands struggle with maintaining consistent quality, customer service, and brand image. The impact of these factors on consumer loyalty to indigenous retail brands in the context of shopping malls in Kwara State remains under-researched. This study aims to explore the factors influencing consumer loyalty to indigenous retail brands and identify strategies to enhance brand loyalty.
Objectives of the Study
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To investigate the factors influencing consumer loyalty to indigenous retail brands in shopping malls in Kwara State.
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To assess the impact of consumer loyalty on the sales performance of indigenous retail brands.
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To identify strategies that indigenous brands can adopt to build and sustain consumer loyalty in Kwara State.
Research Questions
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What factors influence consumer loyalty to indigenous retail brands in shopping malls in Kwara State?
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How does consumer loyalty affect the sales performance of indigenous retail brands in Kwara State?
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What strategies can indigenous retail brands employ to enhance consumer loyalty in shopping malls?
Research Hypotheses
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Factors such as brand image, product quality, and customer service significantly influence consumer loyalty to indigenous retail brands in Kwara State.
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Consumer loyalty has a positive effect on the sales performance of indigenous retail brands in Kwara State.
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Indigenous retail brands that implement customer-centric strategies experience higher levels of consumer loyalty compared to those that do not.
Scope and Limitations of the Study
The study will focus on shopping malls in Kwara State and will investigate consumer loyalty to indigenous retail brands specifically. Limitations may include the challenge of obtaining data on customer loyalty behaviors and attitudes, as well as potential biases in self-reported data from consumers.
Definitions of Terms
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Consumer Loyalty: A customer's willingness to repeatedly purchase from a specific brand due to satisfaction, trust, and positive experiences.
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Indigenous Retail Brands: Retail brands that originate locally within Nigeria, offering products tailored to the cultural and economic preferences of Nigerian consumers.
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Sales Performance: The ability of a retail brand to generate revenue through customer purchases.
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