Abstract
This study investigates the dynamics of customer preference, satisfaction, and loyalty towards select food brands within the contemporary market landscape. The food industry is characterized by many choices, with consumers often faced with many options when selecting food products. In this context, taste, quality, price, convenience, and brand image are pivotal in shaping consumer behavior and preferences. The dynamics of consumer preferences in the food industry are influenced by various factors, including cultural, social, economic, and demographic variables. In the current scenario, economic considerations such as income levels, affordability, and perceived value for money are crucial in determining consumer preferences and brand choices. In times of economic uncertainty, consumers may prioritize cost-effective options without compromising quality, influencing their brand loyalty. Additionally, demographic variables such as age, gender, occupation, and lifestyle contribute to the diverse consumer preferences observed in the food industry. Satisfaction emerges as a critical determinant of customer loyalty, with satisfied customers exhibiting a higher propensity for repeat purchase behavior and brand advocacy. However, the study also uncovers the presence of moderating variables such as brand trust and perceived social responsibility, which significantly influence the strength of the relationship between satisfaction and loyalty.
Published Version
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