Evaluating the Influence of Brand Equity on Consumer Purchasing Behavior in the
FMCG Sector: An Analytical Study of Consumers in Mumbai
Ms. Nisha Gupta,
Research Scholar
Dr. Harish Purohit,
Research Guide,
Department of Commerce, Shri JJT University, Jhunjhunu, Rajasthan, India
Abstract :
In the highly competitive Fast-Moving Consumer Goods (FMCG) sector, brand equity has emerged as a critical factor influencing consumer purchasing decisions. The present study aims to evaluate the impact of brand equity on consumer purchasing behavior with specific reference to consumers in the Mumbai region. Brand equity is examined through its key dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty. The study adopts a quantitative research design and is based on primary data collected from FMCG consumers using a structured questionnaire. Statistical techniques such as correlation and regression analysis were employed to examine the relationship between brand equity and consumer purchasing behavior.
The findings of the study indicate that brand equity has a significant and positive influence on consumerpurchase decisions, with perceived quality and brand loyalty playing a dominant role. The study offers valuable insights for FMCG marketers and brand managers in formulating effective branding strategies to enhance consumer engagement and sustain competitive advantage.
Keywords: Brand Equity; Consumer Purchasing Behavior; FMCG Sector; Brand Loyalty; Mumbai
