Author(s): RS Anantharajan and B Rishi Bharathi

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 suits 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.

DOI: 10.22271/27891607.2024.v4.i2c.231

Pages: 218-222 | Views: 68 | Downloads: 25

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