This study examines brand loyalty in the French FT
coffee market. In prior literature, very few attempts
relate FT to brand loyalty or explore customer
behavior. Therefore, we begin with a review of literature
pertaining to FT, its history, and its definition.
Wealso examine studies that investigate FT coffee and
brand loyalty. Next, we present the aim and objectives
of our study, followed by a description of the methodology
for our quantitative analysis. Finally, we
present our results and their implications.
This study examines brand loyalty in the French FTcoffee market. In prior literature, very few attemptsrelate FT to brand loyalty or explore customerbehavior. Therefore, we begin with a review of literaturepertaining to FT, its history, and its definition.Wealso examine studies that investigate FT coffee andbrand loyalty. Next, we present the aim and objectivesof our study, followed by a description of the methodologyfor our quantitative analysis. Finally, wepresent our results and their implications.
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