The Influence of Consumer Socialization on Brand Loyalty: Survey on Malaysian Fast Food Consumer

The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands is a well-known definition of brand loyalty. Brand loyalty strategy is much important nowadays since it can reduced enterprise operational costs such as promotion, cross selling and up selling cost In the increasing trend of our society to purchase fast food rather than normal type of restaurant makes this research is more interesting to focus on. There are so many factors might influence brand loyalty, socialization factors is one of them. This research study investigates influence of family, peers and television advertisement towards the consumption of fast food. Out of 200 questionnaires distributed at the public fast food restaurant, 95 were returned. The finding indicated that television advertisement was the most influence variable in creating a brand loyalty followed by family. This article ends with the suggestion for the service improvement and stresses the important of customization element in creating long term relationship with customer.