Investigating farmers’ brand loyalty towards agricultural businesses in the Free State Province of South Africa

This paper examines the intricate relationships between farmers’ allegiance to agricultural businesses doing business in the Free State Province. The commitment of farmers is a crucial element that influences the viability and expansion of agricultural businesses in this area. Long-term success for farmers and agricultural enterprises depends on understanding the factors influencing farmer loyalty. This study assesses the importance of several loyalty variables, such as product quality, price, customer service, and trust, to establish and sustain loyalty among farmers in the Free State Province. It also investigated how socioeconomic and environmental aspects may differ throughout the province’s various agricultural sectors and how it affects farmer loyalty. The study investigated farmers’ brand loyalty towards agricultural enterprises using qualitative research design and interviews. The findings provide a valuable foundation for agricultural businesses, detailing the essential aspects that drive customer loyalty to a brand. When formulating and carrying out their customer loyalty marketing programmes, these companies are advised to prioritise these aspects. These findings show that quality customer service, trust, and perceived value drive farmers’ loyalty to Free State, South African agricultural firms.