Impact Of Brand Loyalty On Buying Behavior Of Consumers For Fmcg- Hyderabad Region

Abstract

Aim/Purpose: - The aim of the descriptive research was to investigate “To study the impact of brand loyalty attributes on buying behavior of consumers for FMCG”. The paper applies data reduction using Exploratory Factor Analysis (EFA) on a sample of 364 respondents drawn from the Hyderabad region and condenses a set of 16 brand loyalty statements converted into a five brand loyalty attributes. Outcome: - The study investigated the impact of brand loyalty attributes on the buying behavior of consumers for FMCG concluded that product quality had the highest impact on the buying behavior of consumers for FMCG followed by packaging and labeling, price, promotion, distribution. The study found that Packaging and Labeling, Price, Promotion, Distribution, Product Quality are impacting significantly the buying behavior of consumers for FMCG. Research Methodology/Approach/Design: - It is a descriptive research design and developed a closed ended questionnaire to collect the opinion of respondents. Research Limitations/Implications: - The study provides numerous essential insights for both practitioner and academicians. However, the researchers have confronted some issues, such as research scope limited to the region of Telangana, the outcome of the research cannot be generalized to all parts of the country. Statistical Tools: - Applied both descriptive and inferential statistics and tests like: Mean, SD, Factor Analysis, ANOVA, Correlation and Regression Assessment. The present study proposes a model of the impact of brand loyalty attributes on buying behavior of consumers for FMCG. Generalization: - The outcome of the research can be generalized under any circumstance where need arises to assess the buying behavior of consumers with respect to brand loyalty in the selected area.