Document Type : Primary Research paper
Assistant Professor & Head, PG Department of Commerce, Government Arts and Science College, Pennagaram, Dharamapuri – 636803
Ph.D Research Scholar, PG Department of Commerce, Government Arts and Science College, Pennagaram, Dharamapuri – 636803
The FMCG sector in India is a key contributor to the country's economy. India's fast-moving consumer goods (FMCG) business has exploded in recent years. India is having a vast untapped rural market, increasing literacy, income level and life style in increasing awareness among rural customers. It is creating ample opportunity for investment in rural sector. The fast moving consumer goods (FMCG) industry is India's fourth largest industry, affecting everyone's daily lives. Due to their limited shelf life, these goods sell rapidly. These products include non-durable such as soap, shampoo, toiletries, cosmetics, food items, pharmaceuticals, consumer electronics etc. this product operates at low profit margin. The primary objective of the study was to explore why loyalty develops in FMCG markets from the consumers’ perspective.