Brand Loyalty and its Impact on FMCG Product Adoption: A Study of Consumer Behavior in Bangalore City

The vision of a self-reliant, self-sufficient, or Atma Nirbhar Bharat has promoted to the trending slogan "VOCAL FOR LOCAL." The motto supports and promotes Local products manufactured or produced by small-scale and medium-scale cottage industries. There has been significant growth in the FMCG sector in India due to urbanization, changing lifestyles, double incomes, the introduction of e-commerce, the growth of the retail sector, and major changes in the needs and preferences of consumers. This study investigates the impact of the "Vocal for Local" movement on brand loyalty in India's FMCG sector with reference to Bangalore only. This study explores consumer preferences for branded FMCG products, illuminating their emotional connections to these brands, and the challenges faced in altering consumer mindsets toward local offerings. Through a survey of 95 FMCG consumers in Bangalore South City, this research uncovers critical factors such as product quality, trust, accessibility that influence brand loyalty. The study indicates that, although consumers exhibit awareness of local products and actively endorse the "Vocal for Local" campaign, they continue to hesitate in transitioning to local brands due to concerns about quality, pricing and trust. The research emphasizes the challenges faced by local FMCG manufacturers: competition from multinational brands, inadequate funding and restricted access to technology. The study concludes that local manufacturers must prioritize product quality, packaging improvements, timely product availability, and forge emotional connections with consumers. The research also posits that government support (through policy initiatives and awareness campaigns) is crucial for nurturing the growth of local FMCG brands. However, this requires a collective effort from all stakeholders. The outcome of this work will be to help a package of practical marketing strategies to meet the changing requirements and expectations of Indian consumers.