PROJECT REPORT

ON
“Study of Factors Responsible for Decline of Brand

Loyalty of FMCG”

Submitted to

Rashtrasant Tukadoji Maharaj Nagpur University for Partial

Fulfillment of the Degree of Master in Business Administration
(MBA)”

Submitted by:
Mr. Aditya Khode

Supervisor:
Dr. Aniruddha Bodhankar

Dr. Ambedkar Institute of Management Studies and Research,

Deeksha Bhoomi, Nagpur
2020
 DR.AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES AND
RESEARCH, NAGPUR

CERTIFICATE

This is to certify that investigation described in this project

entitled, “Study of Factors Responsible for Decline of Brand
Loyalty of FMCG” was carried out by Mr. Aditya Khode in Dr.
Ambedkar Institute of Management Studies and Research, Nagpur
under my supervision and guidance in partial fulfillment of the
requirement for the degree of Master of Business Administration of
R.T.M. Nagpur University, Nagpur.
This work is the own work of the candidate, complete in all
respects and is of sufficiently high standard to warrant its submission
to the said degree. The assistance and resources used for this work
are duly acknowledged.

DR./Prof._________________ Dr. Sudhir S. Fulzele

(Supervisor) (Director)
 DR.AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES AND
RESEARCH, NAGPUR

DECLARATION

I hereby declare that this project titled “Study of Factors Responsible for
Decline of Brand Loyalty of FMCG ” is bonafide and authentic record of work
done by me under supervision of Dr. Aniruddha Bodhankar during academic
session 2019-2020.
The work presented here is not duplicated from any other source & also not
submitted earlier for any other degree/diploma to any university. I understand
that any such duplication is liable to be punished in accordance with the
university rules.
The source material, data used in this research study have been duly
acknowledged.

Date:
_______________________
Place: Signature of Student
 ACKNOWLEDGEMENTS

These is my privilege to express deepest sense of gratitude and in debt sense to

my Supervisor Dr. Aniruddha Bodhankar, for his invaluable Supervision,
unending support, constant encouragement, keep interest, helpfulness and
constructive criticism. All this provided us the needed moral and confidence to
carry out this project.
I am honorably thankful to Dr S.S. Fulzele, Director, DAIMSR, Nagpur and
also Dr. V. M. Chopde, Coordinator, DAIMSR, Nagpur for making us all facilities
available.

I am also thankful to all other faculty members of DAIMSR for their help
during my project work.

I take pleasure in expressing heartiest thanks to my parents, colleagues

and classmates for their moral support and helpfulness through my project work.
I am also thankful to my other friends excluding DAIMSR, for giving me full
support in my project work.

Aditya D. Khode

(Name of the Student)

 Industry Reviewer Remarks (IRR)
Degree of Agreement.
Criterion Expected Outcome (Strongly Disagree 1 –
Strongly Agree 5)
Introductory Clearly identifies and discusses research
paragraph(s), focus/purpose of research
literature Research focus is clearly grounded in previous
review, hypotheses research/ theoretically relevant literature
or propositions. Significance of the research is clearly identified
(how it adds to previous research)
Hypotheses/propositions are clearly articulated
Research Provides accurate, thorough description of how
Methods the data was collected, what/how many data
sources were analyzed, plan of analysis or
measurement instrument, research context
Mention on how different situations may
influence data collection and interpretation is
thorough and insightful
Results Results are clearly explained in a comprehensive
level of detail and are well-organized
Tables/figures clearly and concisely convey the
data.
Statistical analyses (if used) are appropriate tests
and are accurately interpreted.
Conclusions Insightful discussion of how the study relates to
and/or enhances the present scholarship in this area
Suggestions for further research in this area are
insightful and thoughtful
OVERALL REMARKS
(Please suggest what more could have been done to improve the quality of the project)

Space for Visiting Card

Signature Industry Expert:

(i) Executive Summary:

Introduction:
FMCG Sector grows at a very fast rate and in a competitive environment, there are too many
problems face by the company to sustain his business. One of the problems faced by the company is
to decline brand loyalty. Why consumer is disloyal towards brands product and identifies factors
responsible to decline brand loyalty. The top 16 retailers in Europe together spent more than $1
billion in 2000 on loyalty initiatives (Werner and Kumar 2002).
This research study of factors responsible for decline of brand loyalty of FMCG.
By taking 14 FMCG products and 6 factors in research.
Objective :
1. Finding various factor which is not in literature review and identifies at what level of this factor is
responsible for declining brand loyalty of FMCG brands.
2. To find out the ratio of males and females in respective age groups such as 20-24, 25-29 and so
on and who is more dominant in males and females for respective product categories and factors.
3. Understand through research whether consumer count, who changes brands of product is more
than or less than none changing brands.
Research Methodology:
Here Research Aim is Fundamental Research, To Identify Trends in Consumer Choices By Taking
Some FMCG Product And its Factors Making Some Prediction Based on Analysis.
Quantitative Data, Primary And Secondary Data Constitute the Sources of Data And it is Collected
By Making Questionnaire in the Form of Google Form and Data Process Through Business
Intelligence Tools like Tableau and Excel.
Conclusion:
1. Better result of the product is most important for a consumer if the better result of the product not
getting then consumers shift their product brand to other brands of product.
2. Better company and on recommendation factor of the product also important for brand loyalty
after better results of the product.
3. The increased price of products not to affect the buying decision of the consumer, now a day
consumer seems to be more health-conscious about its health.
4. In age-wise analysis reveal that in the age group of 20-24 female are more active to change there
brand as compared to male consumers and in the age group of 25-29 male are more active to
change their brands as compared to female.
5. Females are more attracted to higher discounts and offer on product brands.
 Table of Content

Sr.No. Title Page

No.
(ii) Abbreviations and Nomenclature 1
(A) Chapters 1
Chapter 1 - Introduction 1
Chapter 2 - Literature Survey 2
Chapter 3 - Research Methodology 3
3.1- Statement of problem 3
3.2- Type of Research 3
3.3- Objective 3
3.4- Hypothesis 3
3.5- Research Design Including Sample Design 4
3.6- Data Collection 4
3.7- Methodology of Analysis 5
BI Tools
(i) Tableau 5
(ii) Excel 5
3.8- Limitation of Study 5
Chapter 4 - Data Analysis/Present Work 6
4.0 - Total Percentage of Male and Female 6
4.1- Bath Soap 7
4.2- Biscuits 10
4.3- Chocolates 13
4.4- Color Cosmetics 16
4.5- Detergents 19
4.6- Edible Oil 22
4.7- Fairness Cream 25
4.8- Hair Oil 28
4.9- Health Drink 31
4.10- Perfumes 34
4.11- Shampoo 37
4.12- Snack Food 40
4.13- Toilet Cleaner 43
4.14- Toothpaste 46
Chapter 5- Conclusion 49
Chapter 6- Recommendation & Future Scope 49

(B) References 50
(ii) Abbreviations and Nomenclature:-
FMCG:- Fast-Moving Consumer Goods
In Analysis Shows:- 1. Orange Color - Male Consumers
2. Blue Color - Female Consumers.

A) Chapters:-
Chapter 1 - Introduction:
IFMCG Sector grow at a very fast rate and in a competitive environment there are too many
problems faced by the company to sustain his business. One of the problem face by the company is
declining brand loyalty. This study finding those factor which are more dominance in nature due to
which brand loyalty is a decline in FMCG brands and that factor is a better result, bigger
company, non-availability of the product, higher discount, on recommendation, increased
price and for study brand loyalty we take 14 FMCG product such as-
1. Toothpaste 2. Shampoo 3. Edible Oil 4. Hair Oil 5.Health Drink 6. Chocolates
7. Biscuits 8. Snack Food 9. Color Cosmetics 10. Fairness Cream
11. Detergents 12. Toilet Cleaner 13. Perfumes 14. Bath Soap
The top 16 retailers in Europe together spent more than $1 billion in 2000 on loyalty initiatives
(werner and kumar 2002).
Brand equity is an important concept in marketing, its measure the value of brands if brand equity
of the company is strong then it will seem to be consumer try to be loyal his Brands product means
Brand Equity is positive and Brand equity not strong then consumer may shift their product brands
to other brands of FMCG means brand equity is negative.
Brand equity defines as the Commercial value derive from consumer perception of the Brand name
for particular product or services, not for product own originates its own value for itself.
As per 4 P’s of marketing such as product, price, place, and promotion, this 4 P’s also important in
the perspective of consumer and company, if the company make a product having better quality and
having better result then the consumer can be brand loyal to his company brand products, some time
price of product not matter for a consumer if he is more conscious about his/her health, nowadays
consumer is more health-conscious. The third P is placed, if brands product available in the market
place then it is a good sign for the company, a loyal customer may not shift there brands product, 4
th P is promotion, promotion have a different kind of nature, one of the types of promotion is on the
recommendation by others, it makes sufficient impact to change there a brand of FMCG products.
Future Scope for FMCG market expected to grow at a compound annual growth rate (CAGR) of
27.86 percent.

9
Chapter 2 - Literature Survey:

1. Glennon, David & Peter (2005) define brand loyalty as a behavioral response, expressed over
time, by some decision-making unit, the biased with respect to one or more alternative brands out of
a set of such brands, Sometimes it depends on consumer psychological processes. Brand Loyal
consumers are less price-sensitive and converting New customers is more expensive than Brand
Loyal customers.(Aaker,1991).

2. S. Ramesh Kumar and Jai Yashwant Advani (Indian Institute of Management Bangalore)
Factors affecting Brand Loyalty: A Study in an emerging market on fast moving
consumer goods.
Factor loading - Price Consciousness, Brand Functional Benefit, Brand Loyalty, Brand Trust,
Brand Symbolism, Genetic influence.
Brand loyalty refer consumer preference to repeatedly purchase same brand product for a
specified time and taken factors for a study as give above in Factor Loading.
https://www.academia.edu/8645284/Factors_affecting_Brand_Loyalty_A_Study_in_an
_emerging_market_on_fast_moving_consumer_goods

3. MODELING of BRAND LOYALTY of FAST MOVING CONSUMER GOODS

OMOREGBE Omorodion1 & OGBEIDE Darlington Osaremwinda2
1&2Department of Business Administration
Faculty of Management Sciences, University of Benin, Benin City, Nigeria
Product- Toothpaste, Brand of Toothpaste: 1. Close Up, Dabur Herbal, Maclean
The 'Data collected from 300 customers from Benin University. Markov chains were used for
determining the brand loyalty of the consumers of the toothpaste for the long run. The data is
collected and analyzed through SPSS 20 for correlation. Brand loyalty is positively Associated with
these factors and found that quality is the main Factor the consumer want. After Analysis Reveals
that consumer more go towards Closeup Toothpaste Brand. In this study, they also comment that
marketing agents also improving the quality of their product and keep up their promotional
promises so that customers being brand loyal towards company product Brands.
.https://www.researchgate.net/publication/326380303_MODELinG_of_BRAND_LOYALTY_of_
FAST_MOVinG_CONSUMER_GOODS

10
 Chapter 3 - Research Methodology:
All our variable in this study are Categorical Variable and they are measured on a Nominal
scale i.e. 0 and 1. whereas “0” indicate “NO” (No change in product Brand) and “ 1” indicate
“Yes” (Consumer Prefer to change Product Brand Due to Factors).
3.1- Statement of Problem:
1. Decline brand loyalty of FMCG products is it depend upon a certain factor that is taken in
research.
2. Frequently changes consumer choices regards FMCG products so the prediction of analysis may
deviate.
3. The consumer is not willing to give a response because of a lack of time and if the consumer
gives a response in a hurry then a high probability that his response may deviate from the original
response.

3.2 - Type of Research:

There are two types of research fundamental and applied research. Here research aim is
fundamental research, to identify trends in consumer choices by taking some FMCG product and its
factors making some prediction based on the analysis.
Quantitative data, primary and secondary data constitute the sources of data and it is collected by
making questionnaires in the form of Google form.

3.3 - Objective:
1. Finding various factor which is not in literature review and identifies at what level of this factor is
responsible for declining brand loyalty of FMCG brands.
2. To find out the ratio of males and females in respective age groups such as 20-24, 25-29 and so
on and who is more dominant in males and females for respective product categories and factors.
3. Understand through research whether consumer count, who changes brands of product is more
than or less than none changing brands.

3.4 - Hypothesis:
Null Hypothesis:- Brand Loyalty is independent of the Following Factor-
1. Better Result 2. Bigger Company 3. Non-Availability of Product
4. Higher Discount 5. On Recommendation 6. Increased Price.
Purchasing FMCG products of different brands at a different time of consumers, some time
consumer mood also responsible for declining brand loyalty of brands, he wants to try something
new with different brands product.
11
 3.5 - Research Design including Sample Design:
Research designs such manner, we collect basic details of consumers so that in research we
understand consumer gender, age, name, and home town, finally, we added research question in
questionnaire such as-
1. Do You Try Different Brand During Every Purchase?
2. You May Change the Brand of the Following Product Due To…..?

Higher increased Better Bigger Non-Availability On

Discount Price Result Company Recommendation
Toothpaste
Shampoo
Hair Oil
Edible Oil
Health
Drink
Chocolates
Biscuits
Snack
Food
Color
Cosmetics
Fairness
Cream
Bath Soap
Detergents
Toilet
Cleaner
Perfumes

3.6 - Data Collection:

Firstly consider the propose sample size is 200 but actual collected data is 109 in the form of a
questionnaire by circulating Google form to the consumers. Also collect basic details of respondents
like city, age, and gender so in research clearly complete its objective and cover all problems.
This Data is Collected in January and February in the year 2020. This study of Result valid up
to for 1 Year i.e. December 2020.
12
 3.7 - Methodology of Analysis :(details of conceptual framework of analysis
or Data Representation Tool used, tests applied etc.)
After the collection of data, data is processed or analyze through data representation tools such as
tableau and excel. Decline brand loyalty of FMCG products due to certain factor and identify those
factors which are more dominant as compared to other factors.
Age-wise analysis is also done to know which age group of consumers attracted to which factor so
that we understand easily trend as per age-wise.
Gender wise analysis also was done because male and female preferences are different.
Brand prefers to change by the consumer is more than none changes brands of products as per
analysis said.
Know About Data Representation Tools -
i) Tableau:
Tableau software founder is Pat Hanrahan, Christian Chabot, Chris Stolte, Andrew beers.
The tableau software company is an American data visualization software company founded in
January 2003. The parent organization is salesforce. Tableau have two version one is Tableau
Public and second is Tableau Desktop.
Tableau has good capability to play with a large amount of data, visualize data in different ways
different format, etc.
Tableau automatically separates data into dimensions and measures. Dimension are those
categories of data that represent non-numerical data means name, city, state, country, etc.
Measures, in a particular type of data, include numerical data, such as age, salary, etc. With the help
of this data category, we can do analysis easily only drag and drop of dimension and measure on the
field.
Coming towards its capability of Tableau software, tableau can predict and forecast data by way
of the trend line and data analysis we can upload on the tableau server and that analysis can see
anybody on tableau public server. We can create a formula, bin, and parameter for analysis.
ii) Excel: Excel is owned by Microsoft, Excel can make a graphical presentation and statistical
analysis as well. This is data Representation Tools.

3.8 - Limitations of the study:

1. Brand loyalty for the product changes as per period by consumers and we cannot forecast the
exact result for a long time through research.
2. Some time consumers not willing to give a response because of a lack of time or other reasons.
3.Geographic limitation also here we cannot reach every consumer to take response.

13
Chapter 4 - Data Analysis/Present Work:

4.0 - Total Percentage of Male and Female

In Project Analysis, There are 109 responses include male and female responses.
The above chart shows there are 39.09% Female consumers and 60.91% of Males consumers
Responses.

* 14 FMCG products along with 6-factor data analysis given below.

14
4.1- Bath Soap:

Study of Decline Brand Loyalty of Bath Soap Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, Increased Price

The analysis shows that the decline brand loyalty of bath soap because of consumer-first preference
towards a better result, second preference is a bigger company and third preference of consumer
is a higher discount of product and non-availability of bath soap.this are the factor is most
responsible for decline brand loyalty.

If the company want to retain his customer then company more focus towards the better result of the
product, brand name, higher discount, offer and make sure availability of the product in the market.
Increase price of product not too much affect the buying decision of consumer as well as not too
much affect on brand loyalty

15
.

Age-wise analysis, age category 20-24 consumers are more focused on the better result of product
and secondly, this category consumer wants bigger company name of brands product followed by
higher discount and offer.
As per the analysis count of consumers who are changing the brand is more than none changing
brands of product.
16
Analyze with gender, the male consumers go for a better result, bigger company, higher discount,
offer, and female go on recommendation. Here the number of male in better result more than female,
hence male goes for better result and vice versa. Similarly, apply for all categories.

17
4.2- Biscuits:

Study of Decline Brand Loyalty of Biscuits Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, Increased Price.

Analysis reveals that the decline brand loyalty of biscuits because of consumer-first preference
towards a better result, second preference is a bigger company, higher discount and third
preference of consumer to change brand is non-availability of the product. This is the factor is
most responsible for the decline of brand loyalty of biscuits.

If a company wants to retain his customer then the company more focused on a better result, brand
name and higher discount, offer. Increase the price of product not too much affect the Buying
Decision of consumer as well as not too much affect on brand loyalty, here biscuits category,
consumer purchase product on the recommendation of others.
18
Age-wise analysis, age category 20-24 more focused towards a better result, bigger company of
product and secondly this category consumer want higher discount followed by non-availability of
the product. In the age group of 20-24, male consumers are more influenced towards factors than
female consumers except in higher discounts and offers and on a recommendation.
In the age group, 25-29 males are more influence on factors than females.

19
As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers. In analysis reveal that consumer who is changing there brand because higher discount,
bigger company, and better result.analyze with gender, male goes for a bigger company, better
result and female goes for a higher discount, offer and non-availability of the product.

20
4.3- Chocolates:

Study of Decline Brand Loyalty of Chocolates Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation and Increased Price.

Analysis reveals that decline brand loyalty of chocolates because of consumer preference is a better
result, bigger company, and higher discount. Here on recommendation factor also affect the
buying decision of the consumer. This is the factor is most responsible for the decline of brand
loyalty of chocolates.

If a company wants to retain his customer then the company more focused on the brand name,
higher discount, offer, and better result. Increase the price of product not too much affect the buying
decision of consumer as well as not too much affect on brand loyalty.

21
Age-wise analysis, age category 20-24 more focused towards the bigger company and better result
of the product followed by 25-29 group of consumer and secondly this category consumer want a
higher discount and offer. In the age group of 20-24, the male is more consumers are more
influenced towards factors than female consumers and similar in the 25-29 age group.
22
As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers. In analysis reveals that consumers who are changing there brand because of higher
discounts, bigger companies, and better results. Analyze with gender, the male goes for a bigger
company, a better result of product and a recommendation. Female goes for a higher discount,
offer, and non-availability of the product.

23
4.4 - Color Cosmetics:

Study of Decline Brand Loyalty of Color Cosmetics Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, and Increased Price.

Analysis reveals that the decline brand loyalty of color cosmetics because of a better result of a
product, consumer attract towards the better result of color cosmetics, this is the most important
factor as compared to other factors in color cosmetics.

If the company want to retain his customer then company more focus more towards better result and
second is on recommendation and bigger company. Increase the price of product not too much
affect the buying decision of consumer as well as not too much affect on brand loyalty.

24
 Age-wise analysis, age group of 20-24, in a better result, females are more than males followed by
age group of 25-29. In other categories, consumers come under in age group of 20-24 and followed
by 25-29. Male consumers are more influence by factors of bigger company And On
Recommendation And Female Influence Towards Better Result Of Product. In Age Group Of 25-29
Males Are More Influence Toward Factors Than Female.
25
The number of consumers is ready to change there brand if they are not getting a better result of
product and bigger company, higher discount and on recommendations also matter. Male are more
than female in factors of a better result, bigger company on recommendation and higher discount.

26
4.5 - Detergents:

Study of Decline Brand Loyalty of Detergents Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, and Increased Price.

The analysis shows that the decline brand loyalty of detergents because of consumer-first preference
towards a better result, second preference is a higher discount and third preference of consumer
is a bigger company and non-availability of the product. This is the factor is most responsible for
the decline of brand loyalty of detergents.

If a company want to retain his customer then company more focus towards a better result, higher
discount, bigger company and make the sure product available in the market. Increase the price of
product not too much affect the buying decision of consumer as well as not too much affect on
brand loyalty.

27
Age-wise analysis, age category 20-24 more focused on the better result of the product followed by
25-29 group of consumer and secondly this category consumer goes for higher discount followed by
bigger company and non-availability of product in a group of 20-24 and followed by a group of
25-29. Females are more influence by factors as compare to males in the age group of 20-24, and
males are more influenced towards factors than females in the age group 25-29.

28
As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers. In analysis reveals that consumers who are changing there brand because of a better
result, on recommendation and bigger company. Analyze with gender, the male goes for better
results of product and female goes for a bigger company, higher discount and if product not
available in market female consumers ready to shift to another brand of detergents.

29
4.6 - Edible Oil:

Study of Decline Brand Loyalty of Edible Oil Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, and Increased Price.

The analysis revealed that the decline brand loyalty of edible oil because consumer's first preference
towards a better result, second preference is a bigger company and third preference of consumer
is a higher discount. Non-availability of the product followed by recommendations somehow
affect the decision of the consumer. This is the factor is most responsible for the decline of brand
loyalty of edible oil.

If a company want to retain his customer then company more focus towards a better result, bigger
company and make the sure product available in the market. Increase the price of product not too
much affect the buying decision of consumer as well as not too much affect on brand loyalty.

30
Age-wise analysis, age category 20-24 more focused on the better result of the product in this age
group male are more dominating than females followed by 25-29 group of consumer and secondly,
this category consumer goes for the bigger company followed by higher discount. Non-availability
of product in the group of 25-29 and by recommendation of others.

31
As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers. In analysis reveals that consumers who are changing there brand because of a better
result, better company and higher discount of the product. Analyze with gender, the male goes for
better results of product and female goes for a bigger company, if product available at higher
discount female consumers ready to shift to another brand of edible oil.

32
4.7 - Fairness Cream:

Study of Decline Brand Loyalty of Fairness Cream Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, and Increased Price.

The analysis revealed that the decline brand loyalty of fairness cream because of consumer-first
preference towards a better result, second preference is on recommendation and third preference
of consumer is a bigger company. This is the factor is most responsible for declining brand loyalty
of fairness cream.

If a company wants to retain his customer then the company more focused on a better result, on
recommendation and bigger company. Increase price and higher discount on a product not too much
affect the buying decision of consumers as well as not too much affect on brand loyalty.

33
Age-wise analysis, better result category, age group 20-24, female consumers are more like a
better result of fairness cream. Male count in the age group of 20-24 is less than female and in the
age group of 25-29 male consumers are more as compared to female consumers.

34
Count of consumers who prefer to change there brand due to various factors is more as compared to
no changes brand. Here is Male is More Favour in Better Result As Compared To Female. Like
Wise Same As On Recommendation Category And Higher Discount On Product Goes Only Male
than female counts. if a product doesn’t give Better results and products not available in the market
the male consumer is not changing the brand.

35
4.8 - Hair Oil:

Study of Decline Brand Loyalty of Hair Oil Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, and Increased Price.

The analysis shows that the decline brand loyalty of hair oil because consumer's first preference
towards the better result of a product, second preference is a bigger company and third
preference of consumer is on the recommendation of the product. Here a better result of hair oil is
most important if better results not getting to the consumer then have probability consumers
purchase another brand's product.

Increase the price of product not too much affect the buying decision of consumer as well as not too
much affect on brand loyalty. Non-availability of a product doesn’t affect if the consumer already
has a product brand of hair oil and that product have better result then consumers do not bother
about another brand non-availability.

36
Age-wise analysis, Age group 20-24, Female consumers are more like a better result of hair oil.
Male count in the age group of 20-24 is less than female and followed by age group of 25-29, here
is male is more favorable in the better result as compared to females in the age group of 25-29.
Likewise the same as on the recommendation category and a bigger company of product goes the
only male.

37
Brand loyalty changes sound coming is yes, Analysis shows that Hair oil product brand changes if
consumers are not getting a better result and most importantly females are more conscious about its
hair oil because they love her hair and followed by Males consumers. Among all factors, a better
result is a matter for consumers.
Some time on recommendation factors also makes an effect on purchasing hair oil brand products.
Males are more belief in bigger company products regards hair oil brand products than females.

38
4.9 - Health Drink:

Study of Decline Brand Loyalty of Health Drink Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, and Increased Price.

Analysis reveals that the decline brand loyalty of health drink because of consumer-first preference
towards the Better result of Health drink, second preference is a Bigger company, Higher
discount and third preference of consumer is On Recommendation of product. Here a better result
of health drink is most important if better results not getting to the consumer then have probability
consumers purchase another brand's product. Increase the price of product not too much affect the
buying decision of consumer as well as not too much affect on brand loyalty.

39
Age-wise analysis, in the 20-24 age group goes for a better result, bigger company, higher discount
and on the recommendation. Female is more favorable as compared to male while making response
except in better result factor. In the age group of 25-29 in each category such as better result, bigger
company, higher discount and on the recommendation. Count of males more than females.
40
Brand loyalty changes sound coming is yes, Analysis shows that Health Drink product brand
changes if consumers are not getting a better result and most importantly males are more conscious
about its Health drink because they love her hair and followed by Males consumers. Among all
factors, a better result is a matter for consumers.
Some time on recommendation factors also makes an effect on purchasing hair oil brand products.
Males are more belief in bigger company products regards hair oil brand products than females.

41
4.10 - Perfumes:

Study of Decline Brand Loyalty of Perfumes Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, And Increased Price.

Analysis reveals that the decline brand loyalty of perfumes because consumer's first preference
towards the better result of perfumes, second preference is a bigger company, higher
discount and third preference of consumer is on the recommendation of the product. Here a better
result of perfumes is most important if better results not getting to the consumer then have
probability consumers purchase another brand's product.

Increase the price of product not too much affect the buying decision of consumer as well as not too
much affect on brand loyalty. The non-availability product does not matter if consumers have a
brand of perfume and gives a better result then consumers are least bother about other perfumes
brands.

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Age-wise analysis, age category 20-24 female consumer more focused towards a better result,
bigger company, higher discount, and on the recommendation of a product as compared to male.
The age group of 25-29 male consumers goes for a better result, bigger company and higher
discount as compared to female consumers. In the age group of 20-24, females are more sensitive
towards the factor of a Better result and bigger company if both factor not getting to the consumer
in the age group of 20-24 consumer may shift they brands to other brands of a product of perfumes.

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As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers. Analyze with gender, the male goes for a better result, bigger company, higher
discount, and female goes on the recommendation of perfumes by others.
Better results more matter to consumers than any other factors taken in research.

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4.11 - Shampoo:

Study of Decline Brand Loyalty of Shampoo Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation, Increased Price.

Analysis reveals that the decline brand loyalty of shampoo because of consumer-first preference
towards the better result of shampoo, second preference is a higher discount, on
recommendation and third preference of consumer is a bigger company of the product. Here a
better result of shampoo is most important if better results not getting to the consumer then have
probability consumers purchase another brand's product.

Increase the price of product not too much affect the buying decision of consumer as well as not too
much effect on brand loyalty. Non-availability of a product doesn’t matter for the consumer as per
the analysis show, a consumer only wants the better result of shampoo and if the consumer already
using shampoo and gives better result the consumers do not shift his brands to another brand of
shampoo.
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Age-wise analysis, in the age group of 20-24 of better result females more prefer to go with better
results of a product than males and on the recommendation of a product, in the age group of 25-29,
male goes with a bigger company, better result and higher discount than female.

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Brand changes by the consumer are yes, analysis shows that consumer count who prefers to change
brand is more than as compared to not changing the brand of product. Male and female consumers
require a better result in the product. As compared to all factors better result of the product is most
important.

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4.12 - Snack Food:

Study of Decline Brand Loyalty of Snack Food Because of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation and Increased Price.

Analysis reveals that the decline brand loyalty of snack food because consumer's first preference
towards a better result of snack food, second preference is a higher discount and third preference
of consumer is a bigger company of product followed by on recommendation. Here a better result
dominating factor among selected factors but higher discount and a bigger company of product may
lead to consumer change preference on brands product of snack food.

Increase price of product not too much affect the buying decision of consumer as well as not too
much affect on brand loyalty.
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Age-Wise Analysis, in Age Group of 20-24, Female Response is Greater Than Males in Category
of Bigger Company, Higher Discount, in Age Group of 25-29, Males Response is More Than
Female. Better result of product consumer response is the same in the age group of 20-24 and 25-29.

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As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers. In analysis reveals that consumers who are changing there brand because of a better
result, on recommendation, higher discount, and bigger company.

Male consumer's response is more as compared to female consumers in factors of a better result,
bigger company and on the recommendation. Whereas female response is more than in a factor of
higher discount and no availability of the product.

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4.13 - Toilet Cleaner:

Study of Decline Brand Loyalty of Toilet Cleaner of Various Factor Such As-
Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation and Increased Price.

Analysis reveals that the decline brand loyalty of toilet cleaner because of consumer-first preference
towards a better result of toilet cleaner, second preference is a higher discount and third
preference of consumer is a bigger company of the product. Here a better result of toilet cleaner is
most important if better results not getting to the consumer then have probability consumers
purchase another brand's product.

Here increase the price of product matters for consumers, if the toilet cleaner price increases then
the consumer can change there a brand of product.

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Age-wise analysis, in the age group of 20-24, females prefer to go with a better result, higher
discount of toilet cleaner than male and in the age group of 25-29, males are more prefer to go with
a better result and higher discount as compared to female consumers.
As per the analysis count of consumers changing the brand is more than none changing the brand of
consumers.

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Consumer Change Brand Because of Better Result in that Better Result Male Count is More Than
Female. In Higher Discount Female Count is More Than Male For Change there Product Brands. If
Product Not Available in Market then Especially Female Consumers Are Ready To Change there
Product Brands.

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4.14 - Toothpaste:

Study of Decline Brand Loyalty of Toothpaste of Various Factor Such As-

Better Result, Bigger Company, Non-Availability of Product, Higher Discount, On
Recommendation and Increased Price.

Analysis reveals that the decline brand loyalty of Toothpaste because of consumer-first preference
towards a better result of a product, in a better result of product male is more focused on a better
result. Here a better result of the product is most important for the consumer if the better result of
product not getting to consumers they are ready to change there toothpaste brand. second preference
of consumers towards is on the recommendation by others and higher discount.
Sometimes a bigger company also influences purchasing Toothpaste product brands.

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Age-wise preference of the consumer, in the age group of 20-24 of better result category female
response is more as compared to male for change their toothpaste brand, same case as on the
recommendation of the product. In the age group of 25-29, in a better result and bigger company
male response is more than female, i.e. Male is ready to change there toothpaste product brand.

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The number of consumers who are changing the brand is more than non-changing brand consumers.
In the better result category, there are male number is more than female.in higher discounts and on
the recommendation category of the female is more than male for changing their brand.

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Chapter 5- Conclusion:

1. Better result of the product is most important for a consumer if the better result of the product
not getting then consumers shift their product brands to other brands of product.
2. Better company and on recommendation factor of a product also important for brand loyalty
after better results of the product.
3. The increased price of products not to affect the buying decision of the consumer, now a day
consumer seems to be more health-conscious about its health.
4. In age-wise analysis reveal that in the age group of 20-24 female are more active to change
there brand as compared to male consumers and in the age group of 25-29 male are more active
to change their brands as compared to female.
5. Females are more attracted to higher discounts and offer on product brands.

Chapter 6- Recommendation & Future Scope:

1. If a company want to retain his consumer then company more focus towards better quality, better
result and brand name of the product.
2. Image of company name matter in the eye of consumers, the company should try to increase his
company name in a market by way of increasing his brand name.
3. If a company want to female consumer loyal towards his brand then the company should focus
towards higher discount and better result of the product.

Future Scope:

The FMCG sector has grown from Rs 2,20,852.4 crore (us$ 31.6 billion) in 2011 to Rs 3,68,669.75
crore (us$ 52.75 billion) in 2017-18. The sector is further expected to grow at a compound
annual growth rate (CAGR) of 27.86 percent to reach Rs 7,24,759.3 crore (us$ 103.7 billion) by
2020.

57
B) References:

[1] Business Encyclopedia, Brand Equity, Meaning,

https://www.shopify.in/encyclopedia/brand-equity
[2] Darlington Ogbeide, Benin Journal of Social Science, volume 21, Number 2,

2013, MODELING of BRAND LOYALTY of FAST MOVING CONSUMER GOODS

https://www.researchgate.net/publication/326380303_MODELinG_of_BRAND_LOYALTY_
of_FAST_MOVinG_CONSUMER_GOODS
[3] Darlington Ogbeide, Glennon, David & Peter (2005), Management Science review,
volume 6, Number 1&2,2015, Determinants of Brand Equity, Perceived Value and Revisit
Intention in the Hotel Industry, define brand loyalty as the biased, behavioral response,
expressed overtime, by some decision making unit, with respect to one or more alternative
brands out of a set of such brands and a function of psychological Processes.
https://www.researchgate.net/publication/322975593_Determinants_of_Brand_Equ
ity_ Perceived_Value_and_Revisit_Intention_in_the_Hotel_Industry
[4] India Brand Equity Foundation, Indian FMCG Industry in India Industry
Report (January, 2020),Growing Demand,Attractive opportunities, Policy support, Higher
Investment, https://www.ibef.org/industry/FMCG-presentation

[5] Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of
Phoenix, Prentice Hall, 2000, p. 9.

[6] McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL:
Irwin., 4 Ps of Marketing.

[7] S. Ramesh Kumar and Jai Yashwant Advani, Factors affecting Brand Loyalty:A Study in
an emerging market on fast moving consumer goods, Journal of custmer Behaviour 2005, 4,
251-275,https://www.academia.edu/8645284/Factors_affecting_Brand_Loyalty_A_Study_in_a
n_emerging_market_on_fast_moving_consumer_goods

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