article · Business Perspective Review
This study investigates the influence of brand awareness on repeat purchases within Cameroon's refined palm oil sector, an industry characterised by highly homogeneous goods. Drawing on an online survey of 423 consumers, the analysis measures brand awareness through dimensions such as recall, image, association, and trust, while assessing repeat purchases through frequency, loyalty intentions, resistance to switching, and advocacy. Using regression and structural equation modelling, the findings demonstrate a strong positive relationship between brand awareness and customer retention. Brand association and brand image are identified as the most prominent drivers of repeat buying, alongside price sensitivity. In contrast, demographic factors such as age, income, and education show negligible impact, indicating that brand building remains crucial even in commoditised consumer markets.
In markets where everyday products seem identical, companies often compete purely on price. This research demonstrates that even for basic commodities like refined palm oil, establishing a strong brand image and consumer trust drives sustained customer loyalty. These insights help local producers differentiate their goods and assist policymakers in developing quality certification programmes that bolster domestic brands.
The findings offer applied marketing and retention strategies directly relevant to commercial palm oil producers, consumer goods marketers, and certification bodies in Cameroon. As the research relies on an applied cross-sectional consumer survey, the resulting insights on messaging, trust building, and pricing sensitivity are near-market and immediately actionable for informing commercial branding and customer retention campaigns.
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Purpose: In highly competitive commodity markets like Cameroon’s refined palm oil industry, brand awareness is often assumed to drive customer retention. However, empirical evidence remains inconclusive. This study investigates whether brand awareness significantly influences repeat purchases in such homogeneous markets, addressing a critical gap in the literature while offering practical insights for marketers. Methods: Using a quantitative cross-sectional design, data were collected via an online survey from 423 consumers, selected through convenience sampling. Brand awareness was measured through recall, image, association, and trust, while repeat purchases were assessed via frequency, loyalty intention, switching resistance, and advocacy. Ordinary Least Squares (OLS) regression and Maximum Likelihood Structural Equation Modeling (ML-SEM) were employed to analyze the relationships, controlling for demographic variables like age, income, and education. Results: The study reveals a strong positive relationship (β = 0.649, p < 0.001) between brand awareness and repeat purchases, with brand association and image emerging as the most influential drivers. Price sensitivity also significantly impacted repeat purchase behavior, while demographic factors showed negligible effects. Implications: The findings validate the role of brand awareness in commoditized markets, suggesting that marketers should prioritize cognitive brand awareness, particularly through consistent messaging and trust-building, despite product homogeneity. Policymakers can leverage these insights to support local brands through quality certifications and consumer education. Limitations: The cross-sectional design limits causal inferences, and convenience sampling may affect generalizability. Future longitudinal or experimental studies could strengthen these findings.
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DOI: 10.38157/bpr.v7i1.694
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