Authors:
Sławomira Hajduk, P.S. Venkateswaran, M.T. Vincent John Paul, P. Divya

Addresses:
Faculty Engineering of Management, Bialystok University of Technology, Białystok, Poland. Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu, India. Department of Science and Humanities, Dhaanish Ahmed College of Engineering, Chennai, Tamil Nadu, India. s.hajduk@pb.edu.pl, venkatespsna07@psnacet.edu.in, vincentjohnpaul@dhaanishcollege.in, divya.p@dhaanishcollege.in

Abstract:

This study investigates the influence of perceived quality on brand trust and loyalty for Fast-Moving Consumer Goods (FMCG) products.  Perceived quality is a critical factor influencing consumer behaviour, and understanding its relationship with brand trust and loyalty is essential for FMCG companies to build strong customer relationships and achieve sustainable growth. The research employed a quantitative approach, utilizing surveys distributed to a sample of consumers (n = 227). Regression and correlation analyses examined the relationships between perceived quality, brand trust, and brand loyalty. The findings consistently demonstrated a strong positive correlation between perceived quality and brand trust and loyalty.  Consumers who perceived higher quality in FMCG products exhibited greater trust in the associated brands and displayed increased loyalty towards them. The regression analysis revealed a direct positive effect of perceived quality on brand loyalty, even after controlling for brand trust.   These findings offer valuable insights for FMCG companies.  Prioritizing high-quality ingredients, manufacturing processes, and continuous product improvement is paramount for building strong brand perceptions.  Effectively communicating these quality aspects through marketing and packaging can further enhance consumer trust.  FMCG companies should also leverage brand trust to strengthen customer loyalty by designing loyalty programs that reward repeat purchases and create barriers to switching brands.

Keywords: Perceived Quality; Brand Trust; Brand Loyalty; FMCG Products; Consumer Behaviour; Factor Analysis; Correlation and Regression; Economic Health; Household Goods; Brand-Related Perceptions.

Received on: 11/11/2023, Revised on: 03/01/2024, Accepted on: 12/02/2024, Published on: 01/03/2024

DOI: 10.69888/FTSTPL.2024.000229

FMDB Transactions on Sustainable Technoprise Letters, 2024 Vol. 2 No. 1, Pages: 42-52

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