EFFECTS OF PRODUCT DIFFERENTIATION STRATEGY ON BRAND LOYALTY IN THE CASE OF AHFA FOOD COMPLEX

Abstract

This thesis investigates the Effects of product differentiation strategy on brand loyalty in the case of AHFA food complex. The study is conducted within the framework of marketing management, focusing on the relationship between product differentiation strategies and brand loyalty in the food industry. The research is guided by the theoretical foundations of competitive advantage and product differentiation models, including Michael E. Porter's differentiation model and competence-based strategies. Through a comprehensive review of related literature, the study explores the theoretical underpinnings of product differentiation and its impact on brand loyalty. The research methodology involves a quantitative approach, including surveys and data analysis to examine the perceptions and behaviors of consumers towards differentiated food products. The findings of the study reveal significant insights into the effects of product differentiation strategies on brand loyalty, highlighting the importance of unique product features, quality, and customer preferences in building and maintaining brand loyalty. The results contribute to a deeper understanding of the strategic implications for businesses in the food industry seeking to enhance brand loyalty through effective product differentiation strategies. Overall, this thesis provides valuable insights for marketers, managers, and researchers interested in leveraging product differentiation as a strategic tool to strengthen brand loyalty and competitive advantage in the dynamic and competitive food market landscape.