The Factors Influencing the Loyalty to the Trade Mark: A Case Study of the Wheat Mill in Gezira State – Sudan

Abstract

The research problem centers around the customers frequent and rapid shifting from a trademark to another, and the impact of that on formulating marketing strategies, as well as its impact on customer’s loyalty and the nature of services provided to such customers. The research aims to explain the causes of frequent and rapid shifting of customers between trademarks, and to explore factors that affecting customer’s loyalty. Also to explain the essential factors that playing a significant role in the formulation of trademark strategy. The research followed the descriptive, analytical and case study methods. Data were collected via questionnaires and interviews, and then statistical techniques were used for the analysis. The study explored that the frequent and rapid shifting of customers between trademarks has a negative impact on strategy formulation, and the degree of customers’ loyalty, as well as in the nature of services provided by the company to its clients. The study explained results and concluded with recommendations of which the most important are that, firms must emphasize on building, developing and sustaining strategies to their business; researches on consumer behavior including habits, traditions and income levels must be carried out before formulating marketing strategy; and then firms have to design and build data base including customers’ information.