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Research Paper
THE IMPACT OF BRAND LOYALTY WITHIN THE FAST MOVING CONSUMER
GOODS (FMCG) IN GHANA.
CASE STUDY: KUMASI METROPOLIS

BY
ESHUN RICHARD
ANYEMEDU KWABENA ANTWI
BAAKO VERONICA EKUA
ASAMOAH FRANK OWUSU
SAMPSON MAVIS AMISSAH

A Project Work Presented To The Department Of Business Administration In Partial Fulfillment
Of The Requirements For The Award Of A Bachelor Of Business Administration (Bac helor Of
Business Administration Marketing Option)

JUNE, 2012

Page i of 8

DECLARATION
We Have Read The University Regulations Relating To Plagiarism And Certify That This
Report Is All Our Own Work And Does Not Contain Any Unacknowledged Work From Any
Other Source. We Also Declare That We Have Been Under Supervision For This Report Herein
Submitted.
Name

Signature

Eshun Richard/10140910

……………………

Anyemedu K. Antwi/10140744

……………………

Baako E. Veronica/10124136

Date

………………………...

Asamoah F. Owusu/10124122
Sampson M. Amissah/10135297
.

….………………….
….…………………..

…………………………
………………………….

….………………
….……………….
….…………………

Supervisor’s Declaration
I Hereby Declare that the Preparation and Presentation of the Dissertation Were Supervised In
Accordance With the Guidelines on Supervision Laid Down By Christian Service University
College

Supervisor’s Name
Mr. Appiah Sarpong

……………………………

….…………………..

………………………….

….…………………..

Head of Department’s Name
Kwaku Ahenkorah (Dr.)

Page ii of 8

ABSTRACT
The empirical research study aimed at presenting a research finding and result on the impact of brand loyalty on performance of the FMCG markets. The primary objective of the study was to explore why loyalty developed in FMCG markets from the consumers’ perspective was the determining and sustaining factor high volume sales within the industry.

A problem statement for embarking on the research study further established the empirical research study for on the impact of brand loyalty on the performance of FMCG markets within the industry.
The Literature review relevant data and studies documented


References: chain, production, and general management. Terblanche (2002). Gonzalez (2012). price and quality is not enough to ensure the success of a product anymore. Terblanche (2002). good and, consequently, many stick with the brand when the economy improves again. FMCG Markers (2009).
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