The study analysed the Determinants of brand loyalty of selected milk products in Abia State, Nigeria. Specifically, determine the most preferred milk brand in Abia State. Data were collected with a questionnaire .A multi-stage sampling technique was adopted. Data collected were analysed using probit regression model. The study found that customer satisfaction, among others influence brand loyalty . The study therefore recommends that companies should look for appropriate measures that will enhance customer satisfaction.Marketer should also build on the quality of products the offer to customers among others. Keywords: Determinants, brand loyalty, milk product, customer satisfaction, swit
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