Evaluating Consumer Perception and Brand Loyalty Towards ITC’s FMCG Products

Authors

Prof. Anupkumar Dhore
Assistant Professor, Dr. Ambedkar Institute of Management Studies & Research, Deekshabhoomi, Nagpur.
Mr. Rohit Lapkale
Area Manager, Axis Bank
Mr. Vaibhav Parshuramkar
Dr. Ambedkar Institute of Management Studies & Research, Deekshabhoomi, Nagpur.

Abstract

This study aims to critically evaluate consumer perception and brand loyalty concerning ITC Ltd.'s Fast-Moving Consumer Goods (FMCG) offerings. Drawing on a primary survey of 100 respondents and supported by secondary data and scholarly literature, the study investigates variables such as product quality, price sensitivity, marketing effectiveness, packaging, and sustainability. The findings reveal a generally positive consumer outlook on ITC’s food and beverage segment, while challenges remain in the personal care and sustainability domains. Recommendations are provided to enhance ITC’s competitive positioning in India's dynamic FMCG market.

Published

June 16, 2025

Categories

Copyright (c) 2025 Prof. Anupkumar Dhore, Mr. Rohit Lapkale, Mr. Vaibhav Parshuramkar

Details about this monograph

ISBN-13 (15)

9789348505255

How to Cite

Prof. Anupkumar Dhore, Mr. Rohit Lapkale, & Mr. Vaibhav Parshuramkar. (2025). Evaluating Consumer Perception and Brand Loyalty Towards ITC’s FMCG Products. Royal Book Publishing. https://royalbookpublishing.com/index.php/royal/catalog/book/528
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