Submitted By: Pallavi Khurana MBA-IV Semester, Section A Registration No.

: 08VWCM6057 TITLE: A Study on the Brand Loyalty of the Consumers towards FMCG Products Statement of the Problem
Brand loyalty of Products in the case of FMCG Industry is quite volatile in nature. Consumers shift from One Brand to another due to the various reasons like Price, Product Benefits, Influence of advertising etc. The research will study the characteristics of Brand Loyal Consumers and the Shifters.

Need of the Study
It is required to study the following Problem because not much work has been done on this. The study would analyze the consumer behavior that leads to Brand Loyalty in FMCG Industry.

Review of the Literature
Brand loyalty , in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints, a lack of viable alternatives, or out of convenience. Such loyalty is referred to as “spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to Company A he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality. An example of a major brand loyalty program that extended for several years and spread worldwide is Pepsi Stuff. Perhaps the most significant contemporary example of brand loyalty is the dedication that many Mac users show to the Apple company and its products. From the point of view of many marketers, loyalty to the brand - in terms of consumer usage - is a key factor.

com 5. defines four patterns of behaviour: 1. Repeat purchase behavior and Commitment are found to be the key influencing factors of brand loyalty. New Age International. www. 2006 6. C.C. Philip Kotler. looking for something different). Switchers . Factors Influencing Brand Loyalty It has been suggested that loyalty includes some degree of pre-dispositional commitment toward a www. one of the most influential writers on brand loyalty.wikipedia. is whether the customer is committed to the brand. Sources: 1. Customers' Perceived value. however. It is determined by several distinct psychological processes and it entails multivariate measurements. Pearson Education 7. constantly looking for bargains or 'vanity prone'.moving from one brand to another. Kothari.brandchannel. Indian Journal of Marketing. Brand trust. September 2009 8. New Delhi. Product and Brand Management. again. Shifting Loyalty .com 2. Hardcore Loyals . www. Mathur. Number 9. Commitment and Repeated purchase behavior are considered as necessary conditions for brand loyalty followed by Perceived value. Marketing Management. U.who buy the brand all the time.R. 2.loyal to two or three brands. 3. Eleventh Edition. Softcore Loyals . 3. Frederick Reichheld. Kotler Philip. Volume 4. First Edition. Research Methodology. 4. Revised Second Edition . Customers’ satisfaction.with no loyalty (possibly 'deal-prone'. www. Brand loyalty is viewed as multidimensional construct. Excel Books .Loyalty A second dimension. satisfaction and brand trust.

The Study will give an insight on the various reasons why a consumer repurchases a certain Brand and behaves in particular way. Havaldar. Journal of Marketing and Communication. as the research would study the consumers’ behavior and Loyalty towards the Products. Constructive Research 2. Collection of Primary and secondary data. The Study focuses on the certain selected Brands in the FMCG Industry. To identify the reasons that influences Brand Shifters or Switchers to shift from one Brand to other. . Tata Mc-Graw Hill Objectives of the Study 1. Research Methodology 1. Issue 2 10. K. Industrial Marketing. To Select 3 Products and find the Loyalty category percentage for the respective Products 2. Krishna.9. To find out the reasons for the Consumers to use the Particular Brand of the Product. 4. 5. To identify the reasons that influences Hardcore Loyals to stick to one Brand.100 Samples Limitations of the Study 1. To find out the Four most Used Brands by the Respondents in the three Products taken for the Study Scope of the Study The scope of the study will extend to the various Brands in FMCG. Sampling Unit. 4th Edition. 3. Volume 3. Source of primary and secondary data 4. Collect the data by simple random survey 5. 3.

3. The Sample Size taken is small due to constraints in time. 4. The Sample Size taken is not very large due to constraints in Cost. The Study is limited due to lack of sources and communication .2.

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