Are FMCG’s Consumers More Loyal Towards Brands? An Empirical Study in Pakistan

Abstract

Purpose: To determine the significant relationships between the Brand Image, Brand Experience, Brand Love, and Behavioral Loyalty in the Fast Moving Consumers Goods (FMCG) in Pakistan.

Design/Methodology: The data has been collected from the customers and consumers of different FMCG brands from the major cities of Pakistan. The instrument to measure the variables has been adopted from different relevant studies and data has been collected from 450 respondents.

Statistical Tools: The Microsoft Excel and SPSS have been run on the collected data and analyze the results.

Findings: The weak to strong correlation has been found in all of the variables and regression analysis is also exists in these variables at some extent.

Implications: This study has been first time conducted in Pakistan, its supports the theoretical basis of Brand Marketing literature and also helpful for the further research in future.

Limitations: The Time and Cost barriers were the major limitations to conduct this research. This study has been explore the thinking of specific cities of Pakistan, may be results are different from rural areas, as we expect.

Practical Implications: In the real practice, this research will be helpful to FMCG firms to understand the behavior of customers and consumers towards their brands.