Dipti Lunawat and Ronald Antony
The FMCG sector has become a significant product category in India, mainly in rural areas. According to several studies, Indian customers in the cities and the countryside have diverse demands and desires. These distinctions have shown significant marketing potential for multinational corporations and other foreign investors who want to explore rural areas for marketing chances. Therefore, marketers must understand rural consumer behavior. This study is to understand the influence of brand affect, brand performance, and switching cost on the brand loyalty of selected FMCG in a rural scenario. The findings of this article’s study reveal that the model for measuring brand loyalty was effective and remained valid. The findings are encouraging, indicating that the model for measuring brand loyalty is working towards becoming a general tool that can be used across a variety of goods in the FMCG business.