1Kwahar Nguwasen & 2Onov
Phillip
1Department
of Business Administration, Federal University of Agriculture, Makurdi
2Department
of Economics, Benue State University, Makurdi
E-mail:
ngu.kwahar@gmail.com
ABSTRACT
The study was conducted
on the analysis of the effect of detergent characteristics variations on brand
users’ loyalty among undergraduate students of the Universities in Makurdi
metropolis of Benue State. The aim was to analyze detergent characteristics
variations combination that will achieve the best users’ brand loyalty in the
study area. The 3x3x3 factorial experimental design was used for the study.
This involves three independent variables each varied in three dimensions. The
population of the study comprised all users of detergents among undergraduate
students of the Universities in Makurdi metropolis of Benue State. These
Universities are the Federal University of Agriculture Makurdi and Benue State
University Makurdi. The sample of 270 was selected from the target population:
135 students from Federal University of Agriculture Makurdi and 135 students
from Benue State University Makurdi. An 18-item self-developed instrument:
“Detergent Users Loyalty Inventory” (DULI) was used for data collection.
Three-way Analysis of Co-variance (ANCOVA) was used to test the Hypotheses by
comparing the effect of the differences in product characteristics variation on
brand loyalty. Pre-manipulation scale scores were used for pre-test or as covariate.
In particular, the independent measures (between-groups) ANCOVA was used since
the study dealt with different subjects under different conditions. The main
and interactional effects in ANCOVA result were all significant; the study
therefore went further to make use of Fisher’s Least Significant Difference
(LSD) to locate the mean differences and sizes. The study found that the overall
best brand loyalty level can be achieved only when there is a simultaneous
increase in price, size and quality (Mean =178.01). Similarly, other
economically optimal brand loyalty levels can be achieved at maintained size,
price decrease and quality increase (Mean=177.80) and maintained size,
maintained quality and price decrease (Mean =177.30). It was however observed
that consumers of detergents in Makurdi metropolis of Benue State responses
were in line with the tradition of maximum utility at lowest cost which though
good for the rational users, is detrimental to the sustainability of the
business. Detergent Users want both
quality and size increase as prerequisite for price increase. This though quite
plausible to detergent users, can only be achieved at a loss to the producers. To
solve market disequilibrium problems, the study recommended mutual benefits to both
the producers and users of detergent. Thus, in view of precarious economic
conditions, producers should increase the quality of detergents and the
decrease size as prerequisite for price increase(Mean=90.81).This, though with
low loyalty level vis-à-vis the best loyalty levels, will be mutually
beneficial as it will attract a significant level of loyalty from the detergent
users and at the same time, provide a window for producers to achieve high
level of profitability.
KEY WORDS: Product Characteristics, Product Characteristics Variation, Brand Loyalty, Detergents Users, Makurdi Metropolis.
Recent Comments