ANALYZING THE FACTORS INFLUENCING CONSUMER BRAND LOYALTY: A SURVEY-BASED STUDY IN THE FMCG SECTOR IN INDIA

This research study investigates the key factors influencing consumer brand loyalty in the fast-moving consumer goods (FMCG) sector in India. The objective is to understand the role of traditional factors such as product quality, price, and advertising, as well as emerging factors like brand experience, emotional branding, and corporate social responsibility (CSR). A quantitative survey was conducted with 500 FMCG consumers across India using a structured questionnaire. The data was analyzed using descriptive statistics and multiple regression analysis via SPSS software. The findings reveal that product quality and brand experience are the most significant drivers of consumer loyalty, contributing 28% and 25% to loyalty, respectively. Price sensitivity also plays a critical role, particularly among middle-income consumers. Emotional branding has a notable impact, though less pronounced than quality and price. Advertising showed a modest effect, while CSR had the least direct influence on loyalty. These results suggest that brands should prioritize product quality, competitive pricing, and brand experience to build and sustain loyalty. CSR efforts, while valuable for brand perception, should complement other loyalty-building strategies. The study offers practical insights for marketers in India's competitive FMCG sector, emphasizing the need for a comprehensive approach to fostering brand loyalty.