Relationship between Brand Awareness and Customer Loyalty in Bangladesh

A Case Study of Fish Feed Company

Abstract

A brand offers its customers a certain value. Services are all that customers desire to use and take pleasure in. In the fish feed industry, brand awareness plays a varied role in developing a better level of consumer loyalty. As the industry leader, Cherish Feed uses a variety of brand-building strategies to raise consumer awareness, but these strategies don't always let them reap the many advantages of complete customer loyalty. However, the study's goal was to determine how brand awareness affected customers' loyalty to Cherish Feed Company. With the help of a five-point Likert scale, all 150 participants in the study who were selected using stratified sampling were polled. Statistical tools like multiple regression analysis and factor analysis were used to analyze the data. Nine brand awareness-boosting factors, including brand name, logo, character, product variety, communication, availability, event, promotional merchandise, and trade show, were broken down into three categories by the study: "Brand Recognition Elements," "Brand Exposure Builders," and "Marketing Programs." The results also indicate that "marketing programs" had the biggest impact on brand recognition out of these three variables. Regression analysis revealed a high degree of positive association between brand awareness building variables and customer loyalty. The most significant factors influencing customer loyalty are the ability to recognize brand attributes such as name, slogan, and character, as well as affordability with price and participation in Igloo-sponsored events. In the end, recommendations were made that, if implemented by Cherish Feed management, will guarantee increased client loyalty.