ANALYZING THE FACTORS INFLUENCING CONSUMER BRAND LOYALTY: A SURVEY-BASED STUDY IN THE FMCG SECTOR IN INDIA

Maulik Rathod; Roshan Nagdev

doi:10.47413/x6d3w796

Authors

Dr. Maulik K Rathod Rai University https://orcid.org/0000-0002-4005-5060
Mr. Roshan G Nagdev Rai University

DOI:

https://doi.org/10.47413/x6d3w796

Keywords:

Consumer brand loyalty, FMCG sector, Corporate Social Responsibility, Significance of CSR, CSR focus areas of the top ten CSR contributing companies

Abstract

This research study investigates the key factors influencing consumer brand loyalty in the fast-moving consumer goods (FMCG) sector in India. The objective is to understand the role of traditional factors such as product quality, price, and advertising, as well as emerging factors like brand experience, emotional branding, and corporate social responsibility (CSR). A quantitative survey was conducted with 500 FMCG consumers across India using a structured questionnaire. The data was analyzed using descriptive statistics and multiple regression analysis via SPSS software. The findings reveal that product quality and brand experience are the most significant drivers of consumer loyalty, contributing 28% and 25% to loyalty, respectively. Price sensitivity also plays a critical role, particularly among middle-income consumers. Emotional branding has a notable impact, though less pronounced than quality and price. Advertising showed a modest effect, while CSR had the least direct influence on loyalty. These results suggest that brands should prioritize product quality, competitive pricing, and brand experience to build and sustain loyalty. CSR efforts, while valuable for brand perception, should complement other loyalty-building strategies. The study offers practical insights for marketers in India's competitive FMCG sector, emphasizing the need for a comprehensive approach to fostering brand loyalty.

References

1. Bhoir, B. K. (2024). A Study on Consumer Buying Behaviour Towards HUL Products. International Journal of Scientific Research in Engineering and Management, http://dx.doi.org/10.55041/ijsrem35082 DOI: https://doi.org/10.55041/IJSREM35082

2. Joshi, A., & Nema, G. (2015). Emotional Branding: A New Way to Create Brand Loyalty for FMCG Companies. Journal of Marketing and Value Engineering, http://dx.doi.org/10.20994/JMVE.V5I2.6593

3. Kabir, S. (2024). Effects of GST on Consumer Behavior and Consumption Pattern in Selected Sectors – An Empirical Study. International Journal of Emerging Markets, http://dx.doi.org/10.55041/isjem01695 DOI: https://doi.org/10.55041/ISJEM01695

4. Khan, I., & Fatma, M. (2019). Connecting the Dots Between CSR and Brand Loyalty: The Mediating Role of Brand Experience and Brand Trust. International Journal of Business and Emerging Markets, http://dx.doi.org/10.1504/IJBEX.2019.10020542 DOI: https://doi.org/10.1504/IJBEX.2019.099123

5. Lakshminarashiman, S. (2023). Impact of Advertisement on Consumer Behaviour with Reference to Hindustan Unilever Soap Products. Journal of Digital Marketing and Strategy, http://dx.doi.org/10.53422/jdms.2023.101604 DOI: https://doi.org/10.53422/JDMS.2023.101604

6. Mohan, B., & Sequeira, A. (2012). Customer Based Brand Equity in the Fast Moving Consumer Goods Industry in India. Journal of Brand Management, http://dx.doi.org/10.1177/0970238520110304 DOI: https://doi.org/10.1177/0970238520110304

7. Sreejith, R., & Suresh, K. (2017). The Patanjali Marketing Sutra: An Exploratory Analysis of Brand Experience, Personality, Satisfaction, and Loyalty in the FMCG Space. Indian Journal of Marketing, http://dx.doi.org/10.17010/IJOM/2017/V47/I9/118092 DOI: https://doi.org/10.17010/ijom/2017/v47/i9/118092

8. Upamannyu, N., & Mathur, G. (2017). Effect of Brand Trust, Brand Affect and Brand Image on Customer Brand Loyalty and Consumer Brand Extension Attitude in FMCG Sector.