Brand Loyalty on Millennials’ Purchase Decision of Selected Beverages in Lagos State

Abstract

The study investigated the effect of brand loyalty on millennials’ purchase decision of selected beverages in Lagos State. The study adopted survey research design and made use of primary data sourced with the use of a structured questionnaire, using 5-point Likert scale. The study employed regression analysis to determine the coefficient of each of the explanatory variables. Findings of the study revealed that brand customer satisfaction, brand image, predicted millennials’ purchase decision of selected beverages in Lagos State. The null hypotheses were rejected because their P values of F-statistics were less than 0.05.The study concluded that brand customer satisfaction and brand image can significantly determine the millennials purchase decision of selected beverages in Lagos. The study therefore recommended that, manufacturer and managers should make distinction in their brand offerings to generate momentum needed in the market place, develop and project brand according to image in customer’s mind. Then position brands trustworthiness and transparency to enhance brand loyal and equity of the brand.