Customer Loyalty through Branding and Packaging of Printed Fabrics of Major Textile Factories in Ghana

Abstract

The study investigates the branding and packaging strategies employed by major textile factories in Ghana to maintain and attract customers, improve customer loyalty of their printed fabrics. The qualitative research approach was considered because of social and cultural phenomena of the study with interview, questionnaire and observation as the main instrumentations for data collection. The administration of questionnaire to customers was done through a systematic sampling technique where every third customer who came to purchase a fabric was selected. Again, accidental sampling was also used to select retailers where any retailer who came to serve a customer was also selected. The evaluation of customer loyalty through branding focused on the customers' willingness to purchase and repurchase a particular brand of a locally printed fabric. This, to the respondents, can be achieved if loyal customers are made to feel secure and satisfied with a particular brand they purchase from a particular textile company. The study found that the main benefit that loyal customers receive by purchasing from the textile factories in Ghana is economic value with no indication of functional and aesthetic benefits which emanate from strategic branding and packaging. The study concludes that domestic textiles companies can adapt the Offensive and Defensive strategies, Decision-making Process strategy, Customer Loyalty Programme and Building and Sustaining Profitable Customer Loyalty to be able to help boost patronage. It is recommended that to be able to maintain and attract customers, multiple strategies must be well practised by the Textile Factories in Ghana.