Consumer Buying Behaviour and Brand Equity (Hardcover) (ISBN-13: 9789360091170)

Consumer Buying Behaviour and Brand Equity: Insights from the FMCG Industry delves into the intricate relationship between consumer preferences and the perception of brand value in one of the most dynamic sectors of the global economy. The Fast-Moving Consumer Goods (FMCG) industry, characterized by high competition and rapidly changing consumer trends, offers a compelling ground to understand how buying decisions are shaped by brand equity, marketing strategies, socio-economic factors, and evolving lifestyles. This book provides a comprehensive exploration of the factors influencing consumer purchasing behaviour-ranging from cultural, social, and psychological drivers to the impact of digitalization and influencer marketing. It also examines how strong brand equity-reflected through brand awareness, perceived quality, loyalty, and associations-plays a pivotal role in gaining and retaining consumer trust in a highly cluttered market. By combining theoretical frameworks with real-world case studies and industry insights, the book offers a balanced perspective for students, researchers, marketers, and business professionals. It highlights how FMCG brands can cultivate lasting relationships with consumers, enhance brand perception, and sustain market leadership in an era of rapid innovation and intense competition. Ultimately, this work serves as a valuable resource for understanding the ever-changing dynamics of consumer buying patterns and the strategic importance of building and maintaining brand equity in the FMCG industry.