Effects of Brand Image on Consumer Retention: A Study of the Meat Pie Product of Roban Stores Enugu, Enugu State, Nigeria

Anyionu, Samuel Chukwu; Ugada, Martin Onwudinjo; Nwankwo, Bobby Godwin

doi:10.5281/zenodo.16406190

Authors

Anyionu, Samuel Chukwu Department of Marketing, Caritas University Amorji Nike Enugu – Nigeria
Ugada, Martin Onwudinjo Department of Public Administration, Caritas University Amorji Nike Enugu – Nigeria
Nwankwo, Bobby Godwin Department of Accountancy, Caritas University, Amorji Nike Enugu – Nigeria

DOI:

https://doi.org/10.5281/zenodo.16406190

Keywords:

Brand image, Brand awareness, Brand experience, Customer loyalty, brand personality, and Customer retention

Abstract

The main objective of the study was to determine the effects of brand image on customer retention in a firms’ product with particular reference to the meat pie product of Roban stores Enugu, but specifically, the objectives was to determine the relationship existing between brand awareness, brand experience, customer loyalty and brand personality on customer retention in Roban stores Agbani Road Enugu. The study was conceived from the consistency observed in the past by the management of the organization for the high level of patronage from their customers instead of competing brands. Research questions and research hypotheses was formulated in line with the research objectives. The study drew the population of the study from selected customers in their branch at Agbani Road Enugu through convenience sampling method. Data was generated from 200 customers out of which 155 copies of the questionnaire was properly file and returned for use. The analytical tools used in the study comprises of; simple tables, percentages, T- test, correlation and regression analysis. The results obtained from the study revealed that brand awareness, brand experience, customer loyalty and customer satisfaction used as sub-variables for brand image have positive and significant effects on customer retention in the high patronage experienced by the management of Roban stores Enugu. Based on these findings, the study recommended to management to be consistent, reliable and dependable in delivering their services to their customers. The study also recommended that the organization should increase their marketing efforts through more brand awareness creation, increase their brand experience, increase their customer loyalty and increase their customer satisfaction to continue their lead in the industry. Offering attractive brand name and image to a product influences prospective buyers to continue patronizing a firms’ product.

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