ABSTRACT
This research was concerned with the incident of Brand loyalty among
the
consumer of cereal foods in Enugu metropolis, using Phinomar Foods in
Enugu as case study.
Given the background of the problems the study sought to know the
existence and extent of brand loyalty among consumers of cereal foods,
to determine the influence of prices of the products on brand loyalty,
whether consumers perception of the attributes of the cereal foods
influence brand loyalty for particular brands and such attributes includes
thing as taste, Milk content sugar content dissolvability and nutritional
value and finally to ascertain the extent company image and brand name
influence brand loyalty.
All the same, this study was restricted to six
popular brands namely; Cornflakes, Golden morn Soy pops, Cocopops,
White oat and Fruit Fiber.
