Influence of brand loyalty on consumer purchase behavior

Lejla Catic and Mersid Poturak
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Lejla Catic: Department of Management, International Burch University, Sarajevo, Bosnia and Herzegovina
Mersid Poturak: Department of Management, International Burch University, Sarajevo, Bosnia and Herzegovina

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 8, 83-91

Abstract: The subject of scientific research is the examination of the difference in brand loyalty factors according to the socio-demographic characteristics (age, education, income level) of confectionary consumers, as well as the examination of the connection between brand loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents completed the structured questionnaire. Determining the difference in brand loyalty factors according to socio-demographic characteristics of confectionary consumers was performed using the f test, while the correlation between the brand loyalty factors and brand loyalty was performed using Spearman's rank correlation as a non-parametric alternative to Pearson's correlation. It was determined that there is a significant difference in brand loyalty factors according to the age, education, and income level of confectionary consumers. There is also a statistically significant correlation between all brand loyalty factors and brand loyalty. Key Words:Brand value, brand loyalty, brand loyalty factors, consumer purchase behaviour.

Date: 2022
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