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@article{197927,
        author = {Isha Sonar and Dipti Yadav and Sweta Kumari and Rishika Rathore},
        title = {Factors Influencing Brand Loyalty and Its Impact on Repeat Purchase Behaviour in FMCG Products},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {10191-10199},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197927},
        abstract = {The Fast-Moving Consumer Goods (FMCG) sector in India is highly competitive, making brand loyalty a critical determinant of sustained business performance. This study examines the key factors influencing brand loyalty and analyses its impact on repeat purchase behaviour among Indian consumers. The research focuses on variables such as perceived quality, brand trust, pricing, emotional connection, brand awareness, social media influence, and sustainability practices. A mixed-method approach was adopted using primary survey data collected from FMCG consumers across different demographic groups. Statistical tools were applied to examine relationships between loyalty drivers and repeat purchase intention. The findings indicate that perceived quality, brand trust, and satisfaction are the strongest predictors of brand loyalty, while digital engagement and green branding also show emerging influence. Furthermore, brand loyalty significantly impacts repeat purchase behaviour and reduces brand switching tendency. The study highlights the importance of integrated branding strategies to build long-term consumer relationships in the Indian FMCG market.},
        keywords = {Brand Loyalty, Repeat Purchase Behaviour, FMCG, Product Quality, Brand Trust, Emotional Connection, Social Media Engagement.},
        month = {April},
        }