ABSTRACT

This study examines the relationship between customer satisfaction with product quality and branding on consumer loyalty to Les Brasseries du Cameroun products in the Buea Municipality, Cameroon. As a major player in the Cameroonian beverage industry, Les Brasseries du Cameroun relies heavily on customer loyalty to maintain market dominance. The study seeks to assess how satisfaction with the quality of products and the company’s branding efforts influences the loyalty of consumers in this region.

The research utilized a quantitative approach, gathering data through structured questionnaires distributed to a representative sample of consumers in Buea Municipality. The key variables of interest included product quality, branding efforts, and consumer loyalty. The study also explored the impact of brand image, price perception, and customer service on the overall satisfaction and loyalty of consumers.

Findings revealed a strong positive relationship between customer satisfaction with product quality and consumer loyalty. Consumers who rated the quality of Les Brasseries du Cameroun products highly were more likely to remain loyal to the brand, making repeat purchases and recommending the products to others. Branding also played a significant role in influencing loyalty, with brand recognition and brand image enhancing customer attachment to the products. However, the study identified that price sensitivity and availability of alternatives could weaken this loyalty, especially when consumers perceived the pricing of products as too high.

The study concludes that Les Brasseries du Cameroun should continue to prioritize product quality while also investing in strong branding initiatives to foster greater consumer loyalty. Marketing strategies should focus on highlighting the quality aspects of their products and reinforcing positive brand associations. Additionally, efforts should be made to maintain competitive pricing and enhance customer service to solidify the brand’s position in the Buea market.

Keywords: customer satisfaction, product quality, branding, consumer loyalty, Les Brasseries du Cameroun, Buea Municipality, brand image, pricing, customer service.