SOLUTION OF SOCIAL PROBLEMS IN
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ASSESSMENT METHODS FOR BRAND LOYALTY OF FOOD
PRODUCTS CONSUMERS IN THE MARKET
Khodjiev Ibrohim Ikramovich
Independent researcher, Tashkent State University of Economics
https://doi.org/10.5281/zenodo.15561316
In today's increasingly competitive market, keeping consumers loyal to
their brand is becoming increasingly strategic for companies. In particular, the
rapid repurchase of products in the food market, the presence of a variety of
brands, and the rapid change in customer preferences require special attention
to branding and customer relationship management in such conditions.
Consumer loyalty to a brand allows them to stabilize their purchasing behavior,
form a positive attitude towards the product, and strengthen competitive
advantages. Brand loyalty (English loyal - "loyal") is a set of characteristics that
determine the loyalty of a customer or buyer to a particular brand (corporate or
product). In many interpretations of experts, brand loyalty is associated with
repeated purchases. This means that the buyer will purchase the product again
and again because it satisfies their needs or because it creates a personal
emotional connection to the brand.
1
. Other authors define brand loyalty as a
measure of a customer's loyalty to a product, which determines the likelihood of
a consumer switching to another brand, especially when the price of a product
or service changes. In this case, an increase in the level of brand loyalty reduces
the tendency of consumers to perceive the actions of competitors..
2
Thus, to achieve brand loyalty, a consumer must do the following
3
:
-the consumer maintains a stable preference for the brand over other
brands;
-there is a desire to repurchase the brand and continue to purchase this
brand;
-the consumer develops a sense of satisfaction with the brand;
-indifference to the actions of competitors;
-confidence in the composition of loyalty as an emotional component that
prevails over the rational;
Brand loyalty is manifested in two types: behavioral and attitudinal. In
behavioral loyalty, the consumer repeatedly purchases the product, but may
leave the brand under the influence of competition. In relational (spiritual)
loyalty, the consumer is emotionally attached to a certain brand and is inclined
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to regular purchases. The level of loyalty is measured by repeat purchases,
satisfaction, and consumer attitudes. In particular, consumer satisfaction and
recommendation of the brand to others are the main indicators of spiritual
loyalty. This ensures brand superiority.
It is recommended to use a satisfaction index to measure customer
satisfaction with a brand. There are several methods for calculating the
satisfaction index. Experts consider it advisable to calculate the index both for
the company itself and for its main competitors.
4
The most common and simple
method of calculation is to add up the satisfaction indicators, taking into account
the criteria for measuring customer satisfaction:
𝑆 = ∑ 𝐾
𝑗
𝑊
𝑖𝑗
,
𝑛
𝑗=1
here,
𝑆
- мижознинг қониқиш индекси;
𝐾
𝑗
- j қониқиш кўрсаткичи;
𝑛
-қониқиш кўрсаткичлари сони;
𝑊
𝑖𝑗
-j қониқиш бўйича оғирлик коэффициенти (ўртача ёки мутлоқ
қийматлар асосида ҳисобланади);
F. Using a 10-point brand loyalty scale by Reicheldom, it is recommended to
determine satisfaction through a social survey consisting of one question (would
you recommend the brand to a friend?). According to his research, on a 10-point
scale, 0 is absolutely against; 5 – probability; 10 takes as absolute satisfaction. As
a result, consumers are divided into 3 large groups.
П. Уилтон томонидан истеъмолчиларнинг брендга содиқлиги бўйича
зинопояли модели тавсия этилади. Ушбу моделда истеъмолчилар 4 гурух
бўйича фарқланади. Зинапоянинг энг қўйи қисмида “мижозлар”
хисобланиб, улар кучсиз қониқишни ифодалайди, иккинчи поғонадагилар
“тарафдорлар” хисобланниб, уларда кучли хулқ-атқор қониқиши мавжуд,
учинчи қисмдаги истеъмолчилар “адвокатлар” ҳисобланиб, улар бренд
учун ўзини жавобгардек хис қилувчи мижозлардир, энг юқори поғонада
хақиқий ҳамкорлар сифатида доимий шерикчилик муносабатлари
ўрнатувчи ва бошқа истеъмолчиларни ҳам брендга ундовчилардир.
P. Wilton recommends a ladder model of consumer brand loyalty. In this
model, consumers are divided into 4 groups. At the bottom of the ladder are
“customers”, who express weak satisfaction, those on the second rung are
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“supporters”, who have strong behavioral satisfaction, consumers on the third
rung are “advocates”, who feel responsible for the brand, and at the top are true
partners who establish permanent partnership relationships and encourage
other consumers to the brand.
Eshmatov S.
5
researched relationships between marketing mix and
corporate image of the dairy products, and free programs are the most
promising type of brand loyalty programs. Free programs are aimed at making
consumers feel love for the brand and establishing long-term relationships with
the company.
The funds spent on implementing brand loyalty programs should be
perceived by the company as investments. Any money spent by an enterprise on
strengthening relationships with its customers creates ample opportunities for
them to maintain a competitive advantage and actively move in the market.
In conclusion, in the conditions of strong competition between enterprises
in the food market, constant attention to the formation of consumer brand
loyalty has become the main direction of modern marketing. An enterprise with
loyal customers receives stable income and ensures long-term success in the
future.
The main rule of marketing is not only to attract new customers, but also to
retain existing ones. Various price and non-price programs for the formation
and promotion of brand loyalty help to solve these problems.
The main rule of marketing is not only to attract new customers, but also to
retain existing ones. Various price and non-price programs to build and
encourage brand loyalty help solve these problems.
References:
1.
Leisse J. Brands in Trouble // Advertising Age. 1992. December 2. P 16.
2.
Aaker D. Managing Brand Equity. The Free Press, 1991.
3.
Широченская И. П. Основные понятия и методы измерения
лояльности // Маркетинг в России и за рубежом. 2004. № 2
4.
Ламбен Ж.-Ж. Менеджмент, ориентированный на рынок / Пер. с англ.
СПб.: Питер, 2004.
5.
Eshmatov, S. (2022, December). CONSUMER BEHAVIOR RESEARCH IN
FOOD BRAND FORMATION IN THE DIGITAL ECONOMY. In Proceedings of the
6th International Conference on Future Networks & Distributed Systems (pp.
121-129).
SOLUTION OF SOCIAL PROBLEMS IN
MANAGEMENT AND ECONOMY
International scientific-online conference
152
6.
Eshmatov, S. (2024). Relationships Between Marketing Mix And Corporate
Image Of The Dairy Products: In Case of" Bio Natural Food" LLC. Asian Journal of
Technology & Management Research (AJTMR) ISSN, 2249(0892).
