ISSN: 2222-6990
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During a period of economic hardship and the changing landscape of consumer preferences and priorities, consumer brand loyalty might be affected due to changing spending pattern. This study examines the influence of marketing positioning elements on customer brand loyalty within the FMCG market in Selangor, Malaysia. Drawing on Brand Equity Theory and Expectancy Disconfirmation Theory, this study adopts quantitative method using a survey with 375 consumers who purchase any of the FMCG products in Selangor. These respondents were selected based on simple random sampling method and the data were analysed using IBM-SPSS version 27.0. The findings highlight that consumers’ brand loyalty is positively and significantly influenced by all elements of market positioning which are product quality, product pricing, value proposition, special features, and tagline. These findings underscore the significance of understanding consumer segmentation to tailor marketing positioning efforts effectively. Maintaining consistently high-products quality standards, adopting reasonable pricing strategies that balance affordability with perceived quality and value, and investing in innovation for value-added products and creative taglines emerged as key strategies for FMCG manufacturers seeking to enhance brand loyalty. Overall, the implications drawn from this study can guide FMCG manufacturers and marketers in developing targeted marketing positioning strategies, optimising product offerings, and fostering stronger connections with consumers to maintain a competitive edge in the dynamic FMCG market.
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