Maggi

SCHOLARS WORLD-IRMJCR

Online: ISSN 2320-3145, Print: ISSN 2319-5789

EFFECT OF BRAND TRUST, BRAND IMAGE ON CUSTOMER BRAND LOYALTY IN FMCG SECTOR AT GWALIOR REGION

DR. NISCHAY K. UPAMANNYU, PROF. CHANDA GULATI,

Assistant Professor Assistant Professor Prestige Institute of Management, Prestige Institute of Management, Airport Road, Gwalior, India Airport Road, Gwalior, India DR. GARIMA MATHUR, Associate Professor Prestige Institute of Management, Air port Road, Gwalior, India

ABSTRACT In this research article we have examined the Effect of Brand Trust, Brand image on Customer brand loyalty and also cause and effect relationship has been established between customer brand loyalty and brand trust & brand image in context of the FMCG sector. The data was collected from 300 customers of FMCG sector at Gwalior City of Central India. Results are analyzed through Multivariate analysis (MANCOVA). Linear regression was also applied between independent variable and dependent variable. Keywords: Brand Trust, Brand Image and Brand Loyalty

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Volume. II, Issue II, April 2014 [83]

SCHOLARS WORLD-IRMJCR

1. INTRODUCTION:

Online: ISSN 2320-3145, Print: ISSN 2319-5789

Customer loyalty has become widely accepted as an important issue for all organizations, it is used as a marketing benchmark for the company performance (Bennett & Rundle -Thiele, 2004). On the other hand we can say that brand image, Brand Trust and customer loyalty are all important. This is also to be said that if the customer is loyal so he will be interesting to buy another extension product of the same brand. In the current study, this conception about customers will be evaluated through using all the important variable such as Brand trust, Brand Image, Customer loyalty. Current study would be very much useful for the retail industry because a Maggi Brand has been chosen for conducting a customer study. 1.1. THEORETICAL BACKGORUND: 1.1.1. Brand Trust: it is...