- Visibility 185 Views
- Downloads 191 Downloads
- Permissions
- DOI 10.18231/j.jmra.36368.1758701374
-
CrossMark
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
Sumit Kumar Singh *
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.
References
- Afreen M. Branding Strategies of FMCG Companies - A Case Study. Int J Res Anal Rev, 2018;5(4):162-70.
- Alasgarli U.Y. Brand Identity and its Effect on Consumer Behaviour in FMCG Sector. Sabah. 2019;7(4):1-3.
- Harish, R. (2022). Impact of Branding on Consumer Purchase Decisions with reference to FMCG Goods. Int J Res Anal Rev. 9(4):554-63.
- Mann BS, Kaur M. Exploring Branding Strategies of FMCG, Services, and Durable Brands: Evdence from India. J Prod Brand Manag, 2013;22(1):6-17.
- Memoria C, Jain P. Marketing Management. Allahabad: Kitab Mahal. 2011; p.911.
- Qazzafi S. Factor Affecting Consumer Buying Behaviour: A Conceptual Study. Int J Sci Res Dev. 2020;1205-8(2):1205-8.
- Rajan P, Sammansu M, Suresh, S. Consumer Buying Behaviour. IJSART, 2021;7(7):397-400.
- Roy P. Theory and Models of Consumer Buying Behaviour. SSRN Int J. 206-17.2022;9(8):206-17.
- Taherdoost H. Data Collection Methods and Tools for Research; A Step-by-Step Guide to Choose Data Collection Technique for Academic and Business Research Projects. Int J Acad Res Manag. 2021;10(1):10-38.