000			01469nam a22001937a 4500
003			OSt
005			20230930141200.0
008			230930b |||||||| |||| 00| 0 eng d
100			_aMorkūnas, M., _938680
245			_aWhat Really Drives Loyalty in the Fast-Moving Consumer Goods Market?
300			_a197-212 p.
520			_aThis article seeks to determine the real drivers of customer loyalty in the fast-moving consumer goods (FMCG) market. The study uses beer consumers in Lithuania as an empirical base for the research. A combination of qualitative (experiment) and quantitative (cross-sectional study and partial least squares structural equation modelling) research techniques are applied. The results reveal that loyalty in the FMCG market is driven by purchase frequency, promotion, price and perceived quality via moderating variables such as brand trust and brand satisfaction. Moreover, they demonstrate that consumers mostly do not recognize their favourite product among similar products; therefore, taste properties or other physical attributes of some FMCG products do not significantly contribute to the formation of brand loyalty.
653			_aBrand loyalty,
653			_aFMCG,
653			_astructural equation modelling,
700			_aGrišmanauskaite˙, M. K _938689
942			_2ddc _cJA-ARTICLE
999			_c54816 _d54816
773	0		_050183 _982815 _aSage Publication _b _dNew Delhi Sage Publication _o55513677 _tIIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEW _w _x _z