Consumer Protection, it’s Law and Brand Loyalty among Customers of Fast-Moving Consumer Goods in Lagos, Nigeria

Publication Date: 04/05/2020


Author(s): Abereola Samuel Niyi, Akindejoye Temidayo.

Volume/Issue: Volume 3 , Issue 2 (2020)



Abstract:

The study examines effect of consumer protection on brand loyalty among customers of Fast-Moving Consumers Goods in Lagos, Nigeria. Specifically it examines the effect of NAFDAC intervention on brand loyalty among customers of fast moving consumer goods in Lagos, Nigeria; it investigates the effect of standard organization of Nigeria intervention on brand loyalty among customers of fast moving consumer goods in Lagos, Nigeria and determines the effect of government legislation on brand loyalty among customers of fast moving consumer goods in Lagos, Nigeria. The study is a survey while the population consists of all the customers of Unilever Nigeria PLC in Agege Local Government area of Lagos, Nigeria. Convenience sampling technique was adopted to select 180 respondents who participated in the study. Data was analyzed using simple linear regression. The study reveals that the combined intervention of NAFDAC, SON and government legislation have significant positive effect on consumer protection and brand loyalty among customers of fast-moving consumers goods in Lagos, Nigeria. The study thus recommended among others that Consumer protection Bodies should include Medical practitioners, Nutritionist, Dieticians, Biochemist, Micro-biologist, Marketers, Pharmacist, Lawyers and law enforcement agencies and they should be empowered to arrest and prosecute offenders who violate consumers right.



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CC BY-NC-ND 4.0