International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A STUDY ON THE OPINION OF THE CONSUMER TOWARDS THE FAST MOVING CONSUMER GOODS

    2 Author(s):  T V RAMANA REDDY , DR.M.P.SHIVA KUMAR

Vol -  10, Issue- 2 ,         Page(s) : 30 - 39  (2019 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The concept of brand loyalty emphasizes the importance of brands in developing the marketing strategy because it leads to a flow of benefits for the company (lower marketing costs, lower price sensitivity, greater market share and higher profits). Therefore, questions arise about how brand loyalty is achieved, particularly for the low-participation product categories classified as FMCG. The brand loyalty building models have been tested, and most agree that brand loyalty is related to meeting customer needs. However, knowledge of the type of needs (utilitarian and hedonistic) is usually not determined. The way in which the different kinds of needs first and foremost influence the trust of the brand and the brand, before affecting consumer satisfaction, also requires research. Therefore, this study showed how the brand development efforts for some of the selected FMCG brands in South Africa affect brand loyalty, as well as the extent to which the satisfaction of hedonistic and utilitarian needs leads to the trust of the brand and the effect of the brand for these low-participation products. The study also examined the degree to which trust and the effect of the brand influence consumer satisfaction, as drivers of brand attitude and loyalty of mentality.

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