Buyer's Involvement as A Major Determinant of Brand Loyalty for FMCGs Products: A Study on Bath Soap

Abstract

In today's highly competitive environment, improving consumers' loyalty towards brands permits marketers to maintain a comfortable and enduring position in the marketplace. The new millennium is notjust a new beginning; it is a continuation of trends in human behavior that have been following cyclical patterns throughout our country's history. Just because we have entered a new era does not mean we have to start from scratch when it comes to interpreting why certain consumers are loyal to certain brands. Customers' perceived value, brand trust, customers' satisfaction, repeat purchase behavior, and commitment are found to be the key influencing factors of brand loyalty. Commitment and repeated purchase behavior are considered as necessary conditions for brand loyalty followed by perceived value, satisfaction, and brand trust. This research has made an attempt to examine the correlation between buyer's involvement and brand loyalty forFMCGsproducts taking bath soaps into consideration. Through empirical research, it concludes that positive correlation exists between these variables.