Brand Loyalty and Consumption of Dairy Products among International Students in North Cyprus

FMCGs especially dairy products are products that are often being consumed by people. As North Cyprus is known as a University Island, there are so many international students visiting the island for education. This study focused on dairy products brands produced in North Cyprus. Since international students are in a country that is not their own, and since advertisements are in Turkish language, the study sought to know how they develop and maintain brand loyalty to products that they are not familiar with, as well as their decision making process while making their purchase. This research was conducted in the Spring 2015 semester. The total number of international students in North Cyprus Universities is 10, 168 (Economic and Social Indicator, 2013). The researcher conducted this study in four internationally acclaimed universities that had more than 1000 international students. Number of respondents in each universities where, Eastern Mediterranean University (150), Cyprus International University (88), Girne American University (72), and Near East University (60), which makes a total of 370 International students. Findings indicate that there is no brand loyalty of dairy products among international students in North Cyprus, although they consume dairy products on weekly basis. However, they have their preferred brands that they purchase because of factors like the price, taste, quality of the brand. This study recommends that since price is an important criterion for international student, in their decision making process, FMCGs companies in North Cyprus should put this criterion into consideration by producing products that are easily affordable to students. Furthermore, since there are so many foreign students coming into North Cyprus, FMCGs marketers should make their advertisements in English to reach a wider public. This way, non- Turkish speakers would become aware of the benefits of purchasing their brand. Keywords: FMCGs, Interpersonal Communication, Marketing Communication, Consumer Behaviour, Consumer Decision Making Process