Consumer's brand loyalty on selected food products in the Mediterranean Region

In today's markets, the number of businesses competing with similar products and services is increasing. In a highly competitive market, these businesses need to establish long-term relationships with their customers in order to maintain their presence in the market. The aim of this study is to determine the milk and macaroni consumption habits of consumers, to determine the factors affecting brand loyalty and to reveal the relationship of these factors with demographic characteristics of consumers in the Mediterranean Region. The primary data of the research was obtained from the surveys conducted with a total of 700 consumers living in the provinces of Antalya, Adana and Hatay. The data obtained from the questionnaires were interpreted using descriptive statistics, factor analysis and structural equation modelling. According to the results of the research, the most important factors affecting brand loyalty for milk; customer satisfaction, switching cost, brand trust, product involvement, perceived value, repeated purchase, brand affect and brand performance. The most important factors affecting brand loyalty for the macaroni were determined as customer satisfaction, switching cost, brand trust, product involvement, perceived value, repeated purchase, brand affect and cultural influence. Also, women, consumers with higher education levels and young people have higher brand loyalty levels. Key Words: Brand Loyalty, Mediterrenean Region, Packaged Milk, Macaroni, Factor Analysis, Structural Equation Modelling