The Effect of Positioning on Customer Loyalty: A Emperical Study on Anchor Milk Products Ethiopia S.Co
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Date
2024-05
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AddisAbeba Universty
Abstract
The purpose of the study is to determine how numerous positioning factors—such as relevance, differentiation, delivery, communication, durability, innovation and brand reputation affect Anchor Milk's ability to retain customers. 384 questionnaires in all were circulated; 384 of them were gathered and utilized for analysis. For the sampling process, purposive sampling was employed. The sources of the data were primary and secondary data. The research employed a correlational design, and regression analysis was performed to determine the relationship between each of the independent variables, depend variable and the independent. The loyalty of customers a 5-point Liker-scale questionnaire was used to gather primary data from 384 participants. Using IBM's SPSS software 27, the survey questionnaire results were gathered and examined. Package Using IBM's SPSS software, the survey questionnaire results were gathered and examined. Seven variables were examined, and it was found that all components except for innovation had a significant effect on consumer loyalty. Consequently, the greatest influence on consumers' loyalty was derived from the differentiation correlation (0.884) and (β=.526, P=<.000), which was followed by the communication correlation (0.876) and (β=.413, P=<.000). Customers' loyalty was also found to be influenced by relevance, delivery, durability, and brand reputation, while innovation (β= -.048, P=.227) had no effect. Consequently, recommendations for Anchor milk owners include focusing their resource on factors in which they excel while maintain important factors such as differentiation, communication, delivery, and brand reputation to ensure they remain relevant and profitable in a highly competitive industry
Keywords: Customer loyalty, Positioning, Relevance, Differentiation, Delivery, Communication Durability, Innovation and Brand repitation