ABSTRACT

The goal of any company or organization is to attract customers that will remain loyal to their brand and become repeat buyers. However, price is one factor that can test customers’ loyalty. The main objective of this research is to explore and assess customers' brand loyalty with respect to changes in the price of a commodity using Nadia Bakery, Ugbowo, Benin City, Edo State. The researcher adopted a quantitative research method and obtained data from respondents using a questionnaire shared. 250 (Two Hundred and Fifty) respondents filled the questionnaire and was used in the study. From the results, a change in price of a commodity affects consumer brand loyalty as only few respondents agreed that they will remain loyal to the brand while a large number of respondents said they would search for alternatives. Also, some of the factors that influence the price of a commodity include inflation, and demand, scarcity. Recommendations on how companies like Nadia Bakery can increase consumer loyalty includes the use of discounts and giveaways to loyal customers, brand promotion, and offering better customer service.