A Study on Consumer Satisfaction towards Lux

Abstract

In FMCG industry sector there has been severe competition among the Multi-National Companies, national and local players. Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements. Product features is one of the most important factors that affect brand loyalty. The relationship between the availability of the toilet soap and the extent of brand loyalty was also found to be significant. The toilet soaps can be divided into four price segments: Premium, popular, economy and carbolic soaps.