The Effect of Consumer Protection on Brand Loyalty in Fast Moving Consumable Goods
Abstract of The Effect of Consumer Protection on Brand Loyalty in Fast Moving Consumable Goods
The study examined the the effect of consumer protection on brand loyalty in fast moving consumable goods in Lagos.
The descriptive survey design was used in carrying out this research work. The research considered the survey research design appropriate, due to the fact that there were many variables to be measured at the point in time. The research used the structured questionnaire to be able to gain vital information from respondents.
The research work was limited to the age of 20 and above. The sample which was used for the study comprised of selected users and customer of FMCG products in Lagos State. The simple random sampling technique method was used, with a combination of two or more sampling technique which was justified and used to select 400 respondents.
The findings revealed that there is no significant impact on consumer protection on brand loyalty of fast moving consumer good in Ikeja, Lagos State; there is no significant impact on the improvement on production as a means of referral from consumer in their various brands especially in Fast moving consumer’s goods in Nigeria; health labeling has a significant effect on Consumer Patronage; expiration date has a significant influence on consumer satisfaction.
In conclusion, in Nigeria there are a large number of uneducated and illiterate citizens whom have no idea about their right to be protected and patronize products from brands with high quality. As such the Nigerian populous should become more aware of their rights, they should be educated through open symposium and seminars so that the citizens can hold the government as well as their bodies to higher standards.
The study suggested that; The government should not just make policies and regulatory bodies like NAFDAC and SON to monitor the activities of the manufacturers of the Fast-Moving Consumer Goods in Nigeria so that it could increase Consumer protection and Brand loyalty; Consumer Protection is within the organization and Brand loyalty is measured from the consumers whom are outside the organization; Consumer Bodies should include medical practitioners, nutrition and dietarians, biochemist, micro-biologist, marketers, pharmacist and others from different fields that can be certified that they are inducted into their professional bodies and have up to 15 years of working experience; Health labeling should be largely printed in all products in Fast moving consumer goods so that consumer know and see exactly what they are taken into their system; Expiration date is very necessary and important to be vividly seen by consumers on products of fast moving consumer goods.