Relationship between Brand Awareness and Customer Loyalty in Bangladesh

A Case Study of Fish Feed Company

Authors

  • Khurshidul Alam Cultive8 Technologies Limited, Bangladesh Author
  • Md. Zahidul Alam Chowdhury Office of the Chief Controller of Imports and Exports, Ministry of Commerce, Bangladesh Author
  • Nosrat Jahan Pathfinder Research and Consultancy Center, Bangladesh. Department of Agricultural Economics and Policy, Sylhet Agricultural University, Sylhet, Bangladesh. Author
  • Koushikur Rahman St. Francis College, Brooklyn, New York 11201, USA Author
  • Redoyan Chowdhury St. Francis College, Brooklyn, New York 11201, USA Author
  • Md Tuhin Mia St. Francis College, Brooklyn, New York 11201, USA Author
  • Mahmudul Hasan Mithun Bangladesh Fisheries Research Institute, Floodplain Substation, Santahar, Bogura, Bangladesh Author

DOI:

https://doi.org/10.60087/jklst.vol2.n3.p222

Keywords:

Brand awareness, Customer Loyalty, Brand Recognition, Customer Behavior, Bangladesh

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.

Downloads

Download data is not yet available.

Downloads

Published

10-12-2023

How to Cite

Alam , K., Chowdhury , M. Z. A., Jahan, N., Rahman, K., Chowdhury, R., Mia, M. T., & Mithun, M. H. (2023). Relationship between Brand Awareness and Customer Loyalty in Bangladesh : A Case Study of Fish Feed Company. Journal of Knowledge Learning and Science Technology ISSN: 2959-6386 (online), 2(3), 212-222. https://doi.org/10.60087/jklst.vol2.n3.p222

Most read articles by the same author(s)