An Empirical study on understanding the perception of consumers on brand loyalty towards fast moving consumer goods

Registration ID: IJNRD_213687

Published ID: IJNRD2402190

DOI: Click Here to Get

Dr. R. Ganesh Kumar , Ganesh.S , Nithiyashree . R.K

Brand loyalty, Bonds, Cognitive Loyalty, Emotional Loyalty, consumer expectation

The primary objective of the study was to explore why loyalty develops in FMCG markets from the consumers’ perspective. In addition, this study explored the consumers’ perspective on the types of bonds that exist in FMCG markets and the role of bonds in the development of brand loyalty. The research design for this study took the form of a descriptive survey. The survey is a form of analysis where studies are done on institutions and from the study, data generalizations and inferences are drawn. Survey method allows for generalization of findings but it is also descriptive in nature which suites the purpose of this study. The study targeted the 76 consumers of ITC. The dominant conclusion arising from this study is that brand loyalty exists in FMCG markets for both cognitive and emotional reasons. Essentially this research determined that the development of brand loyalty is predicated on the development of customer-brand bonds. This research concludes that the challenge for marketers is to develop and nurture the bonds that lead to and that can strengthen brand loyalty. Overall the study enhances our understanding on the brand loyalty in FMCG markets and should consequently result in the development of effective marketing strategies, enabling them to deliver relevant and engaging experiences to meet consumer expectation in the ever- evolving FMCG Markets.

Published Paper   E-Certificate

Dr. R. Ganesh Kumar, Ganesh.S, & Nithiyashree . R.K (February-2024). An Empirical study on understanding the perception of consumers on brand loyalty towards fast moving consumer goods. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(2), b770-b774. https://ijnrd.org/papers/IJNRD2402190.pdf

Volume 9 Issue 2, February-2024

Pages : b770-b774

Paper Reg. ID: IJNRD_213687

Published Paper Id: IJNRD2402190

Downloads: 000121992

Research Area: Management

Country: Chennai, Tamilnadu, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2402190.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2402190

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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