Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
A COMPARATIVE STUDY ON BRAND LOYALTY OF CONSUMERS TOWARDS FAST
MOVING CONSUMABLE GOODS IN CUDDALORE DISTRICT
Dr. S. SOOSAI JOHN ROSARIO
Assistant Professor and Research guide,
PG and Research Department of Commerce, Periyar Government Arts College, Cuddalore-607001
Mr. G. GANESH
Assistant Professor and Research Scholar,
Siga College of Management and Computer Science, Kappiyampuliyur, Villupuram
ABSTRACT
Brand loyalty is important as it builds in the consumer mind the idea that their product has the required
qualities and thus becomes the base for a future purchase behavior. The change in attitude to spend more on
highly priced branded products among high income group in rural areas clearly suggest that there is a ample
scope of such products to capture the markets in this areas by increasing the supply of these products. This
highlights research article a comparative study on brand loyalty of consumers towards fast moving consumable
goods in Cuddalore district.
KEY WORDS: Brand Loyalty, Fast Moving Consumable Goods (FMCG), Consumer Packaged Goods (CPG),
Brand Knowledge , Consumer Attitude and Satisfaction, Consumers Risk.
INTRODUCTION
Loyalty is the element that bonds the consumer to the brand or the company. The majority of the
companies admit the importance of consumer and its loyalty as the billboards and the slogans are the living
proof for this. Moreover a lot of companies have opened special departments aimed at serving their consumers
and through this building and maintaining loyalty.
Brand loyalty is important as it builds in the consumer mind the idea that their product has the required
qualities and thus becomes the base for a future purchase behavior. In addition, the loyalty consumer guides
themselves by quotes like: “I feel a bond with this brand”, “I am willing to pay a higher price for this brand”,
www.apjor.com
Page 136
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
and I will recommend this brand to others”. In figures, the USA statistics show that in order to obtain an annual
1% profit growth the sales need to rise from existing or new consumer s with 14%. If follows that reducing the
loss of current consumer s by increasing their loyalty is the safe way for a significant growth, moreover, loyal
consumer s create the premises for applying premium price strategy, i.e. a higher price paid for the favorite
brand.
The brand loyalty has become a very popular subject among the researchers of the marketing field when
the idea was first identified in the article of Copeland in 1923. It is widely accepted that brand loyalty is a
strategic good that constantly feeds the brand equity. This is a complex and multifaceted concept that implies
complex methods for measuring it. When developing a marketing study one of the aims is to understand and
quantify the way a brand contributes to a product general value. Thus, functional aspects (like performance),
emotional one (like affinity) and experiences represent elements that need to be taken into account when
included in a system of capital measure in order to appreciate the evolving nature of brands.
FAST MOVING CONSUMABLE GOODS (FMCGs)
FMCG generally includes wide range of frequently purchased consumer products such as toiletries, soap,
cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as
glassware, bulbs, batteries, paper products, and plastic goods. FMCG also include pharmaceuticals, consumer
electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. Fast moving consumer goods
are also known as Consumer Packaged Goods (CPG).
SIGNIFICANCE OF THE STUDY
In regards to the coverage area of the current research, the large domain of loyalty has allowed us to
highlight a number of opinions related to this subject without the current presentation becoming exhaustive. As
it follows we intended to put into mark few elements important in the definition of loyalty, to identify the
measuring methods most often used in defining the loyalty concept and correlate loyalty with the brand concept.
Last but not least, we intended to present a summary of various factors that can determine or influence loyalty
and quantify them in a personal conceptual model.
It is well known that for a company is more than important to have loyal consumers, since they provide
steady income over a significant period of time. If they are treated with respect and there is an interest in their
problems, consumers will not change the brand, but will recommend it further to some other potential
consumers, thus becoming long-term “advocators” of the brand. Their word and credibility they have in front of
acquaintance is more importance than the company’s marketing actions to promote a brand. This study will
highlight the consumer behavior in purchase of FMCGs, consumer perception towards brand loyalty (brand
knowledge, consumer attitude, satisfaction, consumers risk and brand trust), pre-purchase, post-purchase and
factors influence the consumer behavior towards FMCGs in Cuddalore district.
STATEMENT OF THE PROBLEM
The topic deals with the study of brand loyalty towards selected fast moving consumable goods. In order
to know the brand loyalty, it is important to know the consumer satisfaction to a certain extent as it determines
the brand loyalty. In the modern world the selected FMCGs are considered as one of the basic needs. The study
on its impact is considered essential. The aim of the study is to know whether the selected FMCGs satisfied the
consumers and paves way to build a brand loyalty. Hence an attempt is made to study about consumer towards
fast moving consumable goods.
The consumer s mind can be thought of as a geometric space where brands are plotted as points to
represent consumer judgments. The task of the marketer is to mould consumer perceptions so as to occupy the
desired position for his brand, consumer s attitudes, beliefs and experience play a vital role in forming opinion
about a brand, buying decisions and influencing his loyalty. Expectations and also a sea change in the standard
www.apjor.com
Page 137
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
of living and life styles. At present the consumers are more dynamic, their taste, preferences are also changing.
The consumers are also looking product differentiation and the convenience offered. The following issues
emerge in this context. As fast moving consumable goods FMCG market is flooded with variety of brands.
OBJECTIVES OF THE STUDY
The objectives of the research work are as under:
1. To study the factors highly influenced in the purchase decision of fast moving consumable goods in
Cuddalore district.
2. To analyze the factors influencing the level of awareness, knowledge, attitude, brand trust and
brand loyalty of consumer regarding FMCGs
3. To examine the consumers pre and post-purchase decision of fast moving consumable goods in
Cuddalore district.
4. To comparative study on consumers’ satisfaction and brand loyalty towards selected fast moving
consumable goods.
HYPOTHESES
The following hypotheses were framed and tested
Ho1: There is no significant difference between brand loyalty of the consumers and preferences towards
personal care products.
Ho2: There is no significant difference between brand loyalty of the consumers and preferences towards
household care products.
Ho3: There is no significant difference between brand loyalty of the consumers and preferences towards food
products.
Ho4: There is no significant difference between demographic profile and comparative study on consumers’
brand loyalty towards fast moving consumable goods.
RESEARCH METHODOLOGY
The methodology employed focuses on the development of a model to measure brand loyalty. Brand
loyalty research is predominantly conducted through interview schedule. This requires the development of a
measuring instrument; in this case an interview schedule based on the brand loyalty influences. The interview
schedule becomes a critical instrument for the outcome of the study.
Data Collection
The research work is based on field survey and comparative study method. In this study both primary
and secondary data have been used to arrive at appropriate conclusion. The methodology used for the study is
interview schedule among consumers towards FMCG in Cuddalore district.
Data Collection has been made by using direct interview method in order to get correct and first hand
information about brand loyalty of consumers towards FMCG.
In addition, Secondary sources of information are also collected from books, journals, research articles,
magazines, reports, newspapers, websites to analyse the results.
Research Design
Research design is the arrangement of conditions for data collection and analysis of data in a manner
that aim to combine relevance to research purpose with economy in research procedure. Research design
constitutes decision regarding what, why, where, when and how concerning an inquiry or a research study.
Overall research design may be divided into the following parts: Research design, data collection and interview
schedule, area of study, sampling design and data analysis used in the study.
www.apjor.com
Page 138
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
Data Analysis
Analysis & interpretation of data has been carried out both in terms of quantitative as well as qualitative
aspects. Quantitative aspects includes Age, Sex, Income, Size of family, Occupation, Source of Knowledge,
frequent of usage, rank and so on, On the other side qualitative aspects includes, fragrance, colour, design,
medication and the like.
Sampling Method
The method of sampling involves selecting the sample elements using some convenient sampling
method was adopted for the study. This method is used to make use of any convenient base to select the
required number of samples. The study is confined to Cuddalore district only. Since the size of universe is
infinite, the researcher decided to select a sample size of 560 respondent consumers. Cuddalore district
comprises of seven Taluks namely (Cuddalore, Panruti, Kurinjipadi, Chidambaram, Kattumannarkoil,
Thittakudi and Virudhachalam). From each taluk 80 consumers were selected for the study. These 560
consumers are chosen from different age groups on the basis of literacy level. The required information was
collected with the help of structured and unstructured interviews and through discussions with these
respondents. The sampling structure is given in Table 1.
Table 1: Selection of Sample Distribution
S. No.
Taluks
No. of Farmers
Percentage
1.
Chidambaram
80
14.29
2.
Cuddalore
80
14.29
3.
Kattumannarkoil
80
14.29
4.
Kurinjipadi
80
14.29
5.
Panruti
80
14.29
6
Thittakudi
80
14.29
7
Virudhachalam
80
14.29
Total
560
100
Source: Primary data
Area of Study
The Study is confined only to Cuddalore district. Cuddalore district consists of seven Taluks viz.,
Cuddalore, Panruti, Kurinjipadi, Chidambaram, Kattumannarkoil, Thittakudi and Virudhachalam. One town
each is selected from seven Taluks. The consumers of supermarkets, departmental stores and provisional stores
are selected on samples at the rate of 80 respondents per Taluks.
STATISTICAL TOOL USED
The processing, classification, tabulation, analysis and interpretation of data were done with the help of
SPSS package. The following statistical techniques had been applied depending on the nature of data collected
from the respondents, Percentage analysis, descriptive analysis (mean and standard deviation), Independent
samples T-test, one way ANOVA, correlation analysis and factor analysis. In addition (ANOVA) analysis for
variance has been applied to compare different brands of products among the same group. Chi-square test has
been applied to test the validity of hypotheses. The reliability and validity analysis of the data in this study was
analysed using Statistical Package for Social Sciences (SPSS v 20.0).
PRE-TEST
The pre-test was conducted among 56 consumers. The reliability of variables in each construct was
confirmed through the pilot study. On the basis of the result of pilot study, a certain modification in the
statements or variables was made. The final schedule was prepared for data collection. Accordingly, the
interview schedule has been restructured and the final schedule was prepared and approved by the research
guide for conducting the field work.
www.apjor.com
Page 139
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
SCOPE OF THE STUDY
Fast moving consumer goods are substantially used to enhance and protect the health and physical
appearance and also the dignity of the people among their counterparts. The spending on these products is
showing an increasing tendency. This is due to increase in income levels, fascination towards culture,
improvement in sanitary conditions, beauty awareness among teenagers is increased the usage of FMCG
products. Hence the researcher has chosen three FMCGs for the present research. The commodities chosen for
the research are personal care products, household care products, food and beverages, with this backdrop the a
comparative study on brand loyalty of consumers towards fast moving consumable goods (FMCG) - with
reference to Cuddalore district.
PERIOD OF THE STUDY
The study covered both primary and secondary data. The present study covers the period of ten years
from 2003-04 to 2013-14. The primary data collected in a period of six months from January 2014 and June
2014 for the purpose of analysis and evaluation. This period was considered to be normal for a study like this.
A COMPARATIVE ANALYSIS OF CONSUMERS BRAND LOYALTY TOWARDS FMCG IN
CUDDALORE DISTRICT
This section explores the brand loyalty of the consumer of select fast moving consumer goods in
Cuddalore district. The brand loyalty of the consumer has been analysed by select personal care products, house
hold care products and food products. The personal care products consists of bathing soaps, and shampoo,. The
house hold products consists mosquito repellent and toilet/Floor cleaners. The food category consists of health
drinks and biscuits. The brand loyalty has been analysed by way of the consumer preferences in the brand name,
product quality, price, promotion, distribution and packaging and labeling.
PERSONAL CARE PRODUCTS (Soap)
The purchase of personal care products, the respondents were asked to specify their priorities in the
purchases. The preferences in the purchase of personal care products of soap users in brand loyalty of the
consumers towards FMCGs products in Cuddalore district has been presented in the Table 2.
www.apjor.com
Page 140
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
Table 2: Purchase Preferences of the Personal Care Products (Soap)
No. of
Cumulative
S. No.
Company
Product
Respondents
Percentage
Percentage
1
Hamam
77
13.75
13.75
2
Rexona
10
1.79
15.54
3
Lifebuoy
27
4.82
20.36
4
Lux
41
7.32
27.68
HUL
5
Breeze
6
1.07
28.75
6
Dove
20
3.57
32.32
7
Pears
10
1.79
34.11
8
Liril 2000
10
1.79
35.89
9
Vivel
33
5.89
41.79
10
Superia
10
1.79
43.57
ITC
11
Fiama Di Wills
7
1.25
44.82
12
Cinthol
40
7.14
51.96
13
Fairglow
3
0.54
52.50
Godrej
14
Virgil
4
0.71
53.21
15
Fa
7
1.25
54.46
Henkel
16
Margo
45
8.04
62.50
17
Santoor
18
3.21
65.71
Wipro Consumer Care &
Lighting
18
Chandrika
44
7.86
73.57
19
Reckitt Benckiser
Dettol
32
5.71
79.29
20
Nirma Ltd
Nima
10
1.79
81.07
Karnataka Soaps &
Mysore Sandal
21
53
9.46
90.54
Detergents Ltd
soap
22
Power soaps Ltd
Power soap
10
1.79
92.32
23
Cholayil
Medimix
43
7.68
100.00
Total
560
100.00
Source: Computed from Primary data
It is evident from the Table 2 shows that the most of the of the respondents prefer Hindustan unilever
product of Hamam (13.75 per cent) followed by 9.46 per cent respondents prefer Mysore sandal soap a product
of Karnataka soaps and detergents limited, 8.04 per cent prefer Margo soap a product of Henkel, 7.86 per cent
prefer Chandrika soap a product of Wipro consumer care and lighting, 7.68 per cent prefer Medimix a product
of Cholayil, 7.32 per cent prefer Lux a product of HUL and 7.14 per cent prefer Cinthol a product of Goderj
towards the respondents in the brand loyalty of the consumers in the Cuddalore district. The product of ITC
(Vivel soap), Reckitt Benckiser (Dettol soap), and HUL (Lifebuoy soap) are also have moderate level of
preference of 5.89 per cent, 5.71 per cent and 4.82 per cent respectively towards the respondents preference in
the brand loyalty of the consumers in the Cuddalore district. The least level preference among the respondents is
Fa a product of Henkel (1.25 per cent), virgil a product of Godrej (0.71 per cent) and Fairglow a product of
Godrej (0.54 per cent) towards the brand loyalty of the consumers in the Cuddalore district.
TESTING OF THE HYPOTHESIS- PERSONAL CARE PRODUCTS OF FMCGs
This section is to test the significant difference between the brand loyalty of the consumers and personal
care product (Soap and Shampoo) used by the consumers in the Cuddalore district. The brand loyalty of the
consumers has been analysed by way of brand name, product quality, price, promotion, distribution, packing
www.apjor.com
Page 141
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
and labeling. The following hypothesis has been framed to test the difference between brand loyalty of the
consumers and preference towards the personal care products.
Ho1: There is no significant difference between brand loyalty of the consumers and preferences towards
personal care products.
Testing the significant difference between brand loyalty based on brand name and preference towards
the soap.
One way ANOVA was applied to ascertain if there were any significant difference between brand
loyalty of the consumers based on brand name and preference towards personal care products and the following
null hypotheses has been framed:
Ho1: There is no significant difference between brand loyalty of the consumers based on brand name and
preferences towards personal care products (soap).
S.
No.
1.
Table 3: ANOVA for Brand Loyalty of the Consumers based on Brand Name
Std. Error
F-Value
Company
N
Mean
S.D.
of Mean
HUL
182
21.82
1.92
0.14
2.
ITC
49
21.88
0.93
0.13
3.
Godrej
49
22.31
1.16
0.17
4.
Henkel
Wipro Consumer
Care & Lighting
Reckitt Benckiser
70
22.00
2.02
0.24
73
21.92
1.33
0.16
32
17.47
3.30
0.58
Nirma Ltd
Karnataka Soaps &
Detergents Ltd
Power Soaps Ltd
10
20.00
0.00
0.00
51
20.65
1.69
0.24
10
23.00
0.00
0.00
Cholayil
34
Total
560
Source: Computed from Primary Data
21.50
21.52
2.71
2.16
0.46
0.09
5.
6.
7.
8.
9.
10.
22.085
P-Value
0.001
The calculated F value of 22.085 is significant at five per cent level. The value indicates that there is a
significant difference between the brand loyalty of the consumers based on brand name and preferences towards
the personal care products (soap). Hence, the formulated hypothesis of there is no significant difference
between brand loyalty of the consumers based on brand name and the personal care products (soap) is rejected.
Further, the mean value indicates that power soap (Power soap limited) users have more preference (23.00) in
the brand name where as Dettol (Reckitt Benckiser) users have less preference (16.50) in the brand name. The
Godrej (22.31), Wipro (21.96), ITC (21.91), HUL (21.83), Henkel (21.51) and Cholayil also more preferred by
the respondents in the brand loyalty of the consumers in the Cuddalore district.
PERSONAL CARE PRODUCTS (Shampoo)
The preference towards the personal care product of shampoo users in the brand loyalty of the
consumers towards FMCGs products in the Cuddalore district has been presented in the Table 4.
www.apjor.com
Page 142
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
Table 4: Purchase Preference of the Personal Care Products (Shampoo)
No. of
Cumulative
S. No.
Company
Shampoo Name
Percentage
Respondents
Percentage
Clinic plus
69
12.32
12.32
1.
Sunsilk
45
8.04
20.36
HUL
2.
Dove
9
1.61
21.96
3.
All clear clinic
11
1.96
23.93
4.
Meera Shampoo
42
7.50
31.43
5.
Chik Shampoo
19
3.39
34.82
Cavinkare
Products
6.
Nyle Naturals Shampoo
10
1.79
36.61
Karthika Shikakai
7.
19
3.39
40.00
Shampoo
8.
Garnier shampoo
11
1.96
41.96
Loreal India Pvt. Ltd.
9.
Loreal shampoo
21
3.75
45.71
10.
Head and Shoulders
34
6.07
51.79
Proctor & Gamble
11.
Pantene
28
5.00
56.79
Marico Industries
Mediker
12.
52
9.29
66.07
Limited
natural Shampoo
Khadi fruit vinegar
13.
KHADI
32
5.71
71.79
shampoo
Fiama di wills
14.
ITC
57
10.18
81.96
shampoo
15.
Himalayan Drugs
Himalaya shampoo
51
9.11
91.07
16.
Dabur India Consumer
Dabur Vatika
50
8.93
100.00
Total
560
100.00
Source: Computed from Primary data
Table 4 explores that 12.32 per cent respondents has prefer Clinic plus shampoo a product of HUL
followed by 10.18 per cent prefer Fiama di wills shampoo a product of ITC, 9.29 per cent prefer Mediker
natural Shampo a product of Marico Industries Limited, 9.11 per cent prefer a product of Himalayan Drugs,
8.93 per cent prefer Dabur Vatika a product of Dabur India Consumer and 8.04 per cent prefer Sunsilk a
product of HUL towards the respondents in the brand loyalty of the consumers in Cuddalore district. The meera
shampoo a product of Cavinkare Products, Head and Shoulders a product of Proctor & Gamble and Khadi fruit
vinegar shampoo a product of Khadi has also moderate level of preference of 7.50 per cent, 6.07 per cent and
5.71 per cent respectively in the brand loyalty of the consumers. The Nyle Naturals Shampoo has lowest
preference of 1.79 per cent among the respondents in the brand loyalty of the consumers in the Cuddalore
district.
Testing the significant difference between brand loyalty based on brand name and preference towards
shampoo.
One way ANOVA was applied to ascertain if there were any significant difference between brand
loyalty of the consumers based on brand name and preference towards personal care products and the following
null hypotheses has been framed:
www.apjor.com
Page 143
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
Ho2: There is no significant difference between brand loyalty of the consumers based on brand name and
preferences towards personal care products (Shampoo).
Table 5: ANOVA for Brand Loyalty of the Consumers based on Shampoo
S.
Std. Error
F-Value
P-value
Company
N
Mean
S.D.
No.
of Mean
1.
HUL
134
21.57
1.96
0.17
2.
71
22.08
1.44
0.17
Cavinkare Products
3.
Loreal India Pvt. Ltd.
51
22.53
1.84
0.26
4.
Proctor & Gamble
62
21.82
1.17
0.15
5.
Marico Industries Limited
52
21.96
1.44
0.20
14.083
0.001
6.
KHADI
32
20.91
2.13
0.38
7.
ITC
57
20.98
1.95
0.26
8.
Himalayan Drugs
51
22.14
1.77
0.25
9.
Dabur India Consumer
50
19.06
3.60
0.51
Total
560
21.52
2.16
0.09
Source: Computed from Primary Data
Further, the mean value indicates that the Loreal India private limited consumers are having high level
of brand loyalty with mean score of 22.53 based on the brand name followed by Himalayan drugs consumers
with mean score of 22.14, Cavinkare products with mean score of 22.08, Marico industries limited with mean
score of 21.96, Proctor & Gamble with means score of 21.82, HUL with means score 21.57, ITC with men
score 20.98 and KHADI with mean score of 20.91 towards the respondents. The Dabur India Consumer are
having least (19.06) level of brand loyalty based on brand name among the respondents.
Testing the significant difference between brand loyalty based on packing and labeling and preference
towards the biscuits.
One way ANOVA was applied to ascertain if there were any significant difference between brand
loyalty of the consumers based on packing and labeling and preference towards food products and the following
null hypotheses has been framed:
Ho2(a): There is no significant difference between brand loyalty of the consumers based on packing and
labeling and preferences towards food products (Biscuits).
Table 6: ANOVA for Brand Loyalty of the Consumers based on Packing and Labeling (Biscuits)
P-value
Company
N
Mean
S.D.
Std. Error of Mean F-Value
Britannia Industries Ltd
146
11.99
2.26
0.19
Parle Products Pvt. Ltd
111
11.92
2.40
0.23
Sunfeast
143
12.03
2.47
0.21
2.070
0.680
Priya Gold Biscuits,
50
11.06
2.41
0.34
Dukes
50
11.64
2.61
0.37
Horlicks
60
11.25
2.60
0.34
Total
560
11.79
2.44
0.10
Source: Computed from Primary Data
The calculated F value of 2.070 is not significant at five per cent level. The value indicates that there is
no significant difference between the brand loyalty of the consumers based on packing and labeling and
preferences towards the food products (Biscuits). Hence, the formulated hypothesis of there is no significant
www.apjor.com
Page 144
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
difference between brand loyalty of the consumers based on packing and labeling and the food products
(Biscuits) is accepted.
HOUSEHOLD CARE PRODUCTS (House/Toilet Cleaners)
The purchase of house hold care products, the respondents were asked to specify their priorities in the
purchases. The preferences in the purchase of house or toilet cleaners of the consumers in brand loyalty towards
FMCGs products in Cuddalore district has been presented in the Table 6.
Table 7: Purchase Preference of the Household Care Products
(House/Toilet Cleaners)
Cumulative
Company Name
Product
No. of Respondents
Percentage
Percentage
Lysol
78
13.93
13.93
Reckitt Benckiser
Harpic
140
25.00
38.93
Robert McBride Ltd
Clean n fresh
90
16.07
55.00
HUL
Domex
128
22.86
77.86
S C Johnson
Scrubbing
74
13.21
91.07
bubbles
Vardhman
Ultra shield
50
8.93
100.00
Laboratories
Total
560
100.00
Source: Computed from Primary Data
Table 7 explores most of the respondents (25 per cent) are prefer to purchase the Harpic a product of
Reckitt Benckiser followed by 22.86 per cent prefer Domex a product of HUL, 16.07 per cent prefer Clean n
fresh a product of Robert McBride Ltd, 13.93 per cent prefer Lysol a product Reckitt Benckiser, 13.21 per cent
prefer Scrubbing bubbles a product of S C Johnson and 8.93 per cent prefer Ultra shield a product of Vardhman
Laboratories towards the brand loyalty of the consumers.
TESTING OF THE HYPOTHESIS (Household Care Products)
This section is to test the significant difference between the brand loyalty of the consumers and
household care product (House/Toilet cleaner and Mosquito repellent) used by the consumers in the Cuddalore
district. The following hypothesis has been framed to test the difference between brand loyalty of the consumers
and preference towards the household care products.
Ho3: There is no significant difference between brand loyalty of the consumers and preferences towards
household care products.
Testing the significant difference between brand loyalty based on brand name and preference towards
the toilet/floor cleaner.
One way ANOVA was applied to ascertain if there were any significant difference between brand
loyalty of the consumers based on brand name and preference towards household care products and the
following null hypotheses has been framed:
www.apjor.com
Page 145
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
Table 8: ANOVA for Brand Loyalty of the Consumers based on Toilet/Floor Cleaner
Std. Error of
F-Value
P-value
Company
N
Mean
S.D.
Mean
Reckitt Benckiser
218
21.30
2.29
0.16
Robert McBride
90
23.13
1.24
0.13
HUL
128
21.02
1.82
0.16
20.090
0.001
S C Johnson
74
20.77
2.64
0.31
Vardhman Laboratories
50
21.96
1.16
0.16
Total
560
21.52
2.16
0.09
Source: Computed from Primary Data
The calculated F value of 20.090 is significant at five per cent level. The value indicates that there is a
significant difference between the brand loyalty of the consumers based on brand name and preferences towards
the house hold care products (Toilet/Floor). Hence, the formulated hypothesis of there is no significant
difference between brand loyalty of the consumers based on brand name and the house hold care products
(Toilet/Floor) is rejected. The mean value of the respondents indicates highest acceptance score for Robert
McBride (Clean n fresh) whereas lowest acceptance score for S C Johnson (Scrubbing bubbles) towards the
brand loyalty based on brand name of the house or toilet cleaners.
SUMMARY OF MAJOR FINDINDS
 The majority of the respondents (51.07 per cent) are purchase the fast moving consumer goods is on the
basis of weekly. The purchase of fast moving consumer goods is on the basis bimonthly and monthly
constitutes 30.71 per cent and 18.21 per cent respectively.
 The area of the respondents is equally distributed to the seven taluks in Cuddalore district. The area of
the respondents shows 14.29 per cent to the all the Taluks in Cuddalore district of the brand loyalty of the
consumer towards select fast moving consumer goods.
 There is a significant difference observed between the brand loyalty of the consumers (based on brand
name, product quality, price, promotion, distribution, packing and labeling) and preferences towards the
personal care products of soap.
 The mean of power soap (Power soap limited) users have more preference (23.00) in the brand name
where as Dettol (Reckitt Benckiser) users have less preference (16.50) in the brand name. The Godrej
(22.31), Wipro (21.96), ITC (21.91), HUL (21.83), Henkel (21.51) and Cholayil also more preferred by
the respondents in the brand loyalty of the consumers in the Cuddalore district.
 There is a significant difference observed between the brand loyalty of the consumers (based on brand
name, product quality, price, promotion, distribution, packing and labeling) and preferences towards the
house hold care products of Toilet/Floor cleaner
 Most of the respondents (25 per cent) are prefer to purchase the Harpic a product of Reckitt Benckiser
followed by 22.86 per cent prefer Domex a product of HUL, 16.07 per cent prefer Clean n fresh a
product of Robert McBride Ltd, 13.93 per cent prefer Lysol a product Reckitt Benckiser, 13.21 per cent
prefer Scrubbing bubbles a product of S C Johnson and 8.93 per cent prefer Ultra shield a product of
Vardhman Laboratories towards the brand loyalty of the consumers.
www.apjor.com
Page 146
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
SUGGESTIONS AND RECOMMENDATIONS
From the research, it is suggestions and recommended that:
 Model to measure brand loyalty be e m p i r i c a l l y e v a l u a t e d t o d e t e r m i n e t h e validity of the
influences as well as the items.
 The model be subjected to two or preferably three commonly-used fast-moving consumable goods to
empirically evaluate if the model holds for different products
 The reliability of each of the data sets is determined to ensure that the model has satisfactory
levels of reliability.
 Consumers like to purchase the product directly not convinced by the advertisement, so the producer or
the advertiser to take the necessary steps attract the urban consumers through advertisement.
 Indian domestic companies should enhance their product standard and more effort to increase sales
through sales promotion methods. These companies have to create awareness to purchase the domestic
products.
 Brand loyalty is an important factor in FMCGs. It is very difficult to induce the consumers for brand
switching. Any firm should study these things very critically. The quality aspects coupled with
competitive price may lead to change of brands.
 The manufacturers try to reduce the health impact of using mosquito repellent and also suggested to
express the health impact of mosquito repellants transparently.
 The company should also ensure that advertising agencies place their product adverts on
stations and places where the consumers will easily identify with them make a purchase.
 They prefer to buy and experiment with the new products.
 A good advert should be effective, persuasive and contain the necessary information on
the products.
 Product Quality is the most important factor that influences the purchase of FMCGs. Companies which
design products of above-average quality and continuously improve them is able to withhold their
existing Loyal Customer base.
CONCLUSION
The present study concludes that, the brand awareness in rural areas is increasing. Most people both
from illiterate and literate groups prefers branded products with belief that quality is assured as the
manufacturers are from the reputed companies e.g. Colgate toothpaste, Hamam Soap and so on. People are not
much worried about the price of the product. They are showing willingness to use the branded product, it also
evaluate their status as well as in their village. The change in attitude to spend more on highly priced branded
products among high income group in rural areas clearly suggest that there is a ample scope of such products to
capture the markets in this areas by increasing the supply of these products. The marketing agencies are advised
to conduct the healthy awareness programs by educating the people about the need to use the health care
products to arrest tooth decay, hair fall, dry skin and the like.
REFERENCES
1. Agarwal, P.K, “Analysis of the Relationship between Brand Loyalty and Market Share: A Comparative
Study of Durable and Non-Durable Products in Delhi”, Indian Journal of Marketing, June 2011, pp. 5361.
2. Amina Merabet, Abderrezak Benhabib, “Brand Personality: Antecedents and Consequences”, Indian
Journal of Marketing, October 2012, pp. 11-20.
www.apjor.com
Page 147
Asia Pacific Journal of Research
Vol: I. Issue XXIX, July 2015
ISSN: 2320-5504, E-ISSN-2347-4793
3. Balakrishnan Menon, Jagathy Raj,V.P, “Confirmatory Factor Modeling On Emerging Consumer
Purchase Behaviour of Passenger Cars”, Indian Journal of Marketing, February 2013, pp. 11-26.
4. Kathirvel, N. (2013)1 “A Study on the Satisfaction of Betel Leaf Farmers in Tamil Nadu With
Reference To Karur District.”Indian Journal of Marketing, July 2011, Pg. 57-64.
5. Keerthi Pandiyan and K.K. RamaChandran, “Awareness of Postal Retail Services: Customers
Perpective”, GITAM Journal of Management, Vol.11 No.4, pp.18-40 Oct-Dec 2013.
6. Kevin J. Clancy, Paul D. Berger and Peter Krieg, “Problems With Derived Importance Measures In
Brand Strategy And Customer Satisfaction Studies”, Indian Journal of Marketing, January 2013, pp. 513.
7. Kuberudu Burlakanti, Romala Vijaya Srinivas, “The Most Influential Factors Of Consumers Buying
Pattern At Organized And Unorganized Retail Stories With Special Reference To Kakinada City,
Andhra Pradesh”, Indian Journal of Marketing, January 2013, pp. 14-23.
8. Praveen K. Kopalle and Donald R. Lehmann, “Strategic Management of Expectations, The Role of
Disconfirmation Sensitivity and Perfectionism, Journal of Marketing Research, Vol. XXXVIII Aug
2001, pp. 386- 394
9. Ramesh Kumar Chaturvedi, “Modeling Store Characteristics as Antecedents of Impulse Purchase”,
Indian Journal of Marketing, February 2013, pp. 27
10. Vijayakumar, R. Raman, N and Prabha, P. V, “Satisfaction Derived by the Users of Clinic Plus
Shampoo in Coimbatore”, Indian Journal of Marketing, November 2007, pp. 14 - 27.
www.apjor.com
Page 148