ABSTRACT
The main purpose of this study was to examine , establish the key factors that influences brand loyalty , as well as the influence of product quality on consumer brand loyalty in Benin city, Edo state.The population of the study constituted the residents In Benin city, Edo state. This is as a result of the population of the location being a sufficient population to inform the study, as well as the proximity to the location of the researcher.This research study is also of paramount significance to a wide range of stakeholders, including Businesses and manufacturers,Consumers,Marketing professionals and advertisers,Retailers and distributors,policy makers and regulators etc. The sample for the study was 385. The sample size was determined using the Cochran (1977) infinite size determiniation formular.The nature of the study necessitated the use of primary data generation, the data were collected through the administration of questionnaires to respondents who are residents in Benin city, Edo state .It was revealed that there are various factors or characteristics that impede customers to be loyal to a particular brand.The result revealed that product functionality, reliability, durability, and compatibility were the major factors that contributed to customers loyalty to a brand. From the findings, the results also revealed that there is a significant relationship between product functionality and consumer brand loyalty in Benin City, Edo state, and there is no significant relationship between product reliability and consumer brand loyalty in Benin City, Edo state, there is no significant relationship between product durability and consumer brand loyalty in Benin City, there is a significant relationship between product compatibility and consumer brand loyalty in Benin City , Edo state.The findings indicated that while product functionality and compartibilty affects consumer brand loyalty,product reliability and durability do not have significant impact in the context.The study suggested that consumers in Benin City may prioritize the immediate performance and compatibility of products with their needs over long term attributes like reliability and durability, when it comes to sustaining loyalty to a brand.
