Impact of corporate branding on consumer preference and brand loyalty: A comparative study of the personal care segment in the Indian FMCG sector

• Author Details:   
• Sumit Kumar Singh ^*
• Rajeev Shukla

The personal care market has become one of the most dynamic and brand-sensitive segments within India's quickly expanding Fast-Moving Consumer Goods (FMCG) industry. Customers now have a greater range of options due to the growing number of businesses joining the industry. Corporate branding has developed beyond simple logos or product packaging in such a cutthroat market to now embody a company's principles, dependability, social responsibility, and emotional appeal. With an emphasis on the personal care sector of the Indian FMCG business, this research study seeks to examine how corporate branding shapes consumer choices and promotes brand loyalty. By assessing customer opinions of well-known corporate brands in the personal care industry, including Hindustan Unilever Limited (HUL), Dabur, Emami, Patanjali, and others, the study takes a comparative approach. 150 respondents from India's urban and semi-urban areas were given a structured questionnaire to complete in order to get primary data. Frequency distribution, mean scores, and cross-tabulation were among the methods used in the data analysis to interpret the findings. According to the research, customer purchasing decisions are significantly influenced by corporate branding components such brand image, corporate reputation, ethical business practices, and consistent marketing communication. Furthermore, the survey shows that consumers like companies that uphold principles like social responsibility, transparency, and environmental sustainability in addition to producing high-quality goods. These elements are turning into important differentiators that help some corporate brands better than others keep their customers loyal.