Customer Dispositions, Enablers and Sociocultural Factors Influencing Toothpaste Brand Loyalty Among Millennials in Kenyan Private Universities

Abstract

This study investigated the influence of customer dispositions, enablers, and socio-cultural factors on toothpaste brand loyalty among millennials in Kenyan private universities. The specific objectives included exploring the impact of customer disposition on brand loyalty, investigating the effect of customer enablers on brand loyalty, determining the combined influence of customer dispositions and enablers on brand loyalty, and establishing the moderating effect of socio-cultural factors on the relationship between customer disposition, enablers, and brand loyalty. To achieve these objectives, the study adopted a positivist philosophy and used a descriptive research design. The Theory of Planned Behavior served as the foundation, supported by the Psychology of Attitudes, Social Exchange, Hofstede Cultural Dimension, and Generational theories. The target population comprised 399 millennial students aged 23 to 43 studying at 19 chartered private universities in Kenya. A multi-stage sampling method was employed, and a self-administered Likert scale questionnaire was distributed to the respondents. Data collection strategies included engaging ongoing classes, accessing student common rooms, and conducting online questionnaires for off-campus students with permission from the institution. To ensure the reliability and validity of the tool, a pilot study was conducted at a local private university. Quantitative analysis techniques were then utilized to generate correlations and conduct inferential data statistical analysis. Structural Equation Modeling, Confirmatory Factor Analysis, Maximum Likelihood method, and Hierarchal Structural Equation Model Regression Analysis and Hayes PROCESS models were used to analyze the data via SPSS 27. The study found that all three constructs were significant at the 0.05 significance level: customer dispositions (p = 0.00), customer enablers (p = 0.00), and socio-cultural factors (p = 0.00). Moreover, three customer disposition factors were found to be significant at the 0.05 statistical significance level, including brand affect (p = 0.00), brand relevance (p = 0.00), and brand trust (p = 0.00), while brand perceived quality (p = 0.81), brand performance (p = 0.42), and brand satisfaction (p = 0.12) were not significant. Only two customer enabler factors were statistically significant at the 0.05 significance level, including customer commitment (p = 0.00) and customer switching cost (p = 0.00), while customer involvement (p = 0.74) and customer relationship proneness (p = 0.47) were not significant. When examining the combined effect of customer dispositions and enablers, brand satisfaction moved from insignificance to statistical significance at p = 0.051. Furthermore, the study revealed that socio-cultural factors play a moderating role in the relationship between customer dispositions, enablers, and brand loyalty, with statistical significance observed at p = 0.00, showing significance at the 0.05 level. Thus, the influence of consumer socialization on brand loyalty was found to be significant, while the impact of consumer culture was deemed insignificant at the 0.05 significance level. This suggests that socialization has a strong effect on brand loyalty, whereas the influence of local consumer culture diminishes at the presence of global or youth culture. Based on these findings, brand managers are advised to strategically position themselves to attract customers with favorable dispositions by establishing emotional connections that extend beyond functional benefits and product features. Besides, brands should aim to mitigate perceived risks and provide personalized experiences tailored to specific customer needs, thereby creating brand relevance and fostering loyalty. Inspiring customer commitment is crucial for gaining a competitive advantage and incorporating socio-cultural considerations into social media and advertising strategies can effectively engage and socialize customers, cultivating brand loyalty. Brands should also develop marketing strategies that resonate with the global or youth culture and align strategies to the unique needs, aspirations, and demands of each generation. Future studies should focus on Generation Z cohort and also can investigate whether similar findings hold true for non-convenience products.