This research investigates brand loyalty within the fast-moving consumer goods (FMCG) industry, focusing on key factors such as product quality, brand reputation, marketing efforts, customer satisfaction, perceived value, and demographic influences. Given the market's competitive nature, understanding what drives or limits loyalty is crucial for marketers. A quantitative approach using structured questionnaires was employed to gather data from FMCG users. Correlation analysis was used to examine the strength and direction of relationships between these variables and brand loyalty. The findings aim to help FMCG companies develop effective branding strategies, enhance customer retention, and achieve a long-term competitive advantage. This study contributes valuable insights to the fields of consumer behavior and brand management.
Mohideen et al. (2025) studied this question.