ARCHIVES
VOL. 11, ISSUE 12 (2025)
Brand loyalty and consumer perception in the Indian fmcg sector: A secondary data analysis
Authors
Nabiha Banu k, Shreyas Kanth D
Abstract
The Fast-Moving Consumer Goods (FMCG) sector
in India represents one of the most competitive and consumer-driven markets
globally, encompassing products of daily use such as food, beverages, personal
care, and household goods. This study systematically analyses brand loyalty
trends and consumer perception patterns across major Indian FMCG brands using
secondary data from NielsenIQ, IBEF, Statista, and annual company reports from
Hindustan Unilever Limited (HUL), Nestlé India, and ITC Limited. Findings reveal
that brand loyalty is strongly influenced by factors such as product
availability, habitual purchasing, perceived quality, trust, and marketing
communication. Furthermore, shifts in consumer lifestyles, urbanization, and
digital engagement are reshaping loyalty dynamics, with increasing tendencies
toward premiumization and brand switching. The paper concludes that sustaining
loyalty in the Indian FMCG market requires a strategic balance between price
competitiveness, emotional branding, and digital customer engagement. This
research contributes to the understanding of how firms can strengthen consumer
relationships and brand equity in a rapidly evolving, price-sensitive
marketplace.
Download
Pages:15-18
How to cite this article:
Nabiha Banu k, Shreyas Kanth D "Brand loyalty and consumer perception in the Indian fmcg sector: A secondary data analysis". International Journal of Commerce and Management Research, Vol 11, Issue 12, 2025, Pages 15-18
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.