The Impact Of Brand Loyalty On Consumer Buying Behaviour Of Convenience Goods In The Federal Capital Territory Abuja (Case Study Of Shoprite And Spar Supermarkets)

Project and Seminar Material for Marketing

The Impact Of Brand Loyalty On Consumer Buying Behaviour Of Convenience Goods In The Federal Capital Territory Abuja (Case Study Of Shoprite And Spar Supermarkets)


Objectives of the Study


The major of this study is to critically examine the impact of brand loyalty on consumer buying behaviour of convenience goods in the Federal Capital Territory Abuja using Shoprite And Spar Supermarkets as a case study. By extension, this study will specifically;

  1. To find out whether there is a significant relationship between brand loyalty and consumers patronage.

  2. To identify the factors which influences consumers brand loyalty towards convenience goods in Shoprite And Spar Supermarkets in Abuja.

  3. To ascertain the impact of brand loyalty on customer consumer buying behaviour towards convenience goods in Shoprite and Spar Supermarkets in Abuja

Research Questions


The study will be guided by the following questions

  1. Is there is a significant relationship between brand loyalty and consumers patronage?

  2. What are the factors which influences consumers brand loyalty towards convenience goods in Shoprite And Spar Supermarkets in Abuja?

  3. What is the impact of brand loyalty on customer consumer buying behaviour towards convenience goods in Shoprite and Spar Supermarkets in Abuja?

Research Hypothesis


  • Ho: There is no significant relationship between brand loyalty and consumer buying behaviour of convenience goods.
  • Ha: There is a significant relationship between brand loyalty and consumer buying behaviour of convenience goods.

Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses
  • 4.5 Discussion of Findings

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • REFERENCES
  • APPENDIX
  • QUESTIONNAIRE

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