IMPACT OF BRAND LOYALTY:A STUDY OF FMCG PRODUCTS CONDUCTED IN RURAL MARKET OF GUJARAT

Abstract

This study examines the complex link that exists between customer behaviour and brand loyalty in the context of fast-moving consumer goods (FMCG) in Gujarat, India's rural marketplaces. The goal of the study is to identify the variables [1]driving brand loyalty and how those variables affect consumer purchase decisions, with an emphasis on comprehending the particular dynamics of this area.

The study takes a broad approach, taking into account the intricacies of socioeconomic, cultural, and demographic factors that influence consumer behaviour in rural Gujarat. The study explores the factors that drive customer adherence, including product quality, affordability, brand trust, and the impact of local preferences, by defining brand loyalty within the FMCG sector.

This study investigates how customers' decision-making process for FMCG items is influenced by brand loyalty using empirical research methodologies such as surveys and interviews. In order to comprehend how brand loyalty affects market share among both local and national brands, the competitive environment of the FMCG sector in rural Gujarat is closely examined.

The study reveals potential for marketers in addition to the difficulties FMCG firms encounter in creating and maintaining brand loyalty in rural areas. The study's conclusions have practical ramifications for FMCG marketers, helping them to create focused tactics that are in line with rural Gujarat's distinctive features.

The purpose of this study is to comprehend the impact of switching costs, brand performance, and brand affect on the brand loyalty of particular FMCG products in a rural setting. The study presented in this article's findings shows that the approach for gauging brand loyalty worked well and was still relevant. The results are positive, showing that the model for gauging brand loyalty is moving in the direction of becoming a universal instrument that can be used to a range of FMCG products.