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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | An Empirical study on understanding the perception of consumers on brand loyalty towards fast moving consumer goods |
| Authors Name: | Dr. R. Ganesh Kumar , Ganesh.S , Nithiyashree . R.K |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_213687
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| Published Paper Id: | IJNRD2402190 |
| Published In: | Volume 9 Issue 2, February-2024 |
| DOI: | |
| Abstract: | 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. |
| Keywords: | Brand loyalty, Bonds, Cognitive Loyalty, Emotional Loyalty, consumer expectation |
| Cite Article: | "An Empirical study on understanding the perception of consumers on brand loyalty towards fast moving consumer goods", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.9, Issue 2, page no.b770-b774, February-2024, Available :http://www.ijnrd.org/papers/IJNRD2402190.pdf |
| Downloads: | 000118759 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2402190 Registration ID: 213687 Published In: Volume 9 Issue 2, February-2024 DOI (Digital Object Identifier): Page No: b770-b774 Country: Chennai, Tamilnadu, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2402190 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2402190 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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