Many products are consumed by consumers, but there are some products that are consumed on a daily and large basis and there is a certain loyalty towards a company by customers. These products are called fast moving consumer goods or consumer packaged products. There are many brands of these products available in the market and this research analyses consumer’s preference, satisfaction and loyalty of these brands of daily consumer products. The central thrust of the marketing activities of a firm is often viewed in terms of development, maintenance, or enhancement of customers’ loyalty toward its products or services [1]. Given that the marketplace is increasingly characterized by unpredictability, diminishing product differentiation and heightened competitive pressure, brand loyalty becomes all the more important. Discovering the reasons why loyalty develops is essential, if sound marketing strategies in the pursuit of that loyalty are to be developed.

Statement of the Problem

The key issue of battle between products is to get the answer on how to win the war and be on top of the competition, especially in Fast-Moving Consumer Goods (FMCG) industry. Therefore, a study on how to win the customer heart and make them loyal should be conducted as well as analyzing the main factor that influences the behavior of consumer. By studying the consumer behavior, these companies can predict and anticipate on what encourages the consumer to buy a product. Brand consumption and consumer satisfaction are two of an important part of consumer behavior that can impact the loyalty of consumer. From this problem statement, a research question of how the brand consumption of FMCG is and how the consumer satisfaction towards FMCG is, can be established.

Significance of the Study

Customer satisfaction causes an increase in customer loyalty which improves organizations’ profit and also has paved the way for the organizations to remain in competitive market. There is a reasonable connection between customer satisfaction, loyalty and profitability [2]. However, in FMCG industry, customer satisfaction does not lead to loyalty necessarily, so companies will lose their customers and consequently their market-share. This study tries to find out the relation between customer satisfaction and loyalty of selected FMCGs: Quboos, Yoghurt, Evaporated Milk and defines the effective factors on customer satisfaction in Nizwa, Sultanate of Oman. According to Nelson [3], customer satisfaction positively impacts on profitability and it improves company income. Previous researches which have demonstrated that when people are satisfied with organization products or services they would like to share their previous experiences with other five or six persons but if they are dissatisfied they would like to tell another ten persons. Moreover, by improving technology and availability of social media people are able to share their experiences online and it is an appropriate way to find other experiences of company’s products or services through Facebook, Twitter and different websites. Chaston [4], argues FMCG industry has large number of customers, high volume sales with low profit margins. So, FMCG companies should reduce costs and spend their money wisely to increase profitability. If companies do not pay attention to all important factors that can affect customer satisfaction, they will easily lose their customers and consequently lose their market share. This research attempts to find the main important elements which influence on customer satisfaction of selected FMCGs like Quboos, Yoghurt and Evaporated Milk. Since different brands of FMCGs exist in Nizwa, the competition has been increased in the last two years. The results of this survey will bring up valuable information about customer satisfaction and loyalty. This survey guides marketers to find out which factors are critical for customers. Finally, previous studies on this area has not been conducted in Oman and therefore this study is highly significant.

Satisfaction and Repeat Purchase Behaviour

Satisfaction can be broadly characterised as a post purchase evaluation of product quality given pre-purchase expectations [5]. Anderson and Sullivan [6], found that satisfaction among consumers has a positive impact on repurchase intentions. By consistently providing high satisfaction a resulting higher repurchase intention among consumers should be observed. This finding is supported by Cronin and Taylor [7], who found that satisfaction has a significant positive influence on repurchase intentions. Burger and Cann [8], found that satisfaction does not guarantee that the same supplier will be used again for the next purchase. Repeat purchase behaviour, means that the consumer is merely buying a product repeatedly without any particular feeling for it. Where a brand is bought out of habit merely because less effort is required, inertia is said to be present [9]. Many people tend to buy the same brand almost every time they go to a shop and such a consistent pattern of behaviour is often due to the presence of inertia. Brand loyalty implies that a consumer has some real preference for the brand and makes a conscious decision to continue buying the same brand. Loyalty therefore is present only when consumers evaluate available brands and make a deliberate choice for one of those. In other situations, repeat purchasing is inertia to stay with the present brand.

Objectives of the Study

• To identify the brand usage of selected FMCG products

• To analyse the major reasons for the purchase of selected FMCG brand products

• To find out the satisfaction of these FMCG products used by Omani consumers

• To rate the opinion of consumers in recommending the brand to others

• To understand the brand loyalty of consumers of various FMCG brands

Literature Review

Venkatasalam and Karunakaran [10], explored why loyalty develops in FMCG markets from the consumers’ perspective in Dharamapuri District. Brand loyalty is highly influenced by the consumers’ perception of the FMCG product buyers. It is necessary to identify the changes in consumer buying behaviour towards FMCG products. In the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending [11]. Sritharan, [12], determined the factors influencing brand choice of Talcum Powder and found that brand choice is inevitable in purchase decision, corporate have to look into account that quality aspects, promotional aspects, preferential aspects, Image aspects and retailers influence were to be considered for continuous growth. Govindaraju [13], studied why loyalty develops in FMCG markets from the consumers’ perspective. Brand loyalty exists in FMCG markets for both cognitive and emotional reasons. Niloufar [14], conducted a study to find out the effective factors on customer satisfaction in FMCGs and understand the relation between customer satisfaction and customer loyalty in this industry. Palic, Maricic and Kovac [15], quantified the effective factors on customer satisfaction in Tehran, Iran and defines whether satisfaction leads loyalty or not in FMCGs. Product, distribution, after sale services, sale communication strategies have significant and positive impact on customer satisfaction in FMCGs. There is a significant relation between customer satisfaction and customer loyalty in FMCGs in Iran. Renjith and Diana [16], mapped FMCG brands on brand apostle model and analysed the impact of consumer’s satisfaction on future purchase from 212 Omani households in Nizwa. Five products are selected Shampoo, Milk, Toilet soap, Toothpaste and Juice for the study. All the brands are positioned in the loyalist’s category and few are categorized as brand apostles. Among the shampoo brands, Tresemme and Vatika are brand apostles. Among the toothpaste brands, Pepsodent and Oral B are brand apostles in the toothpaste category. Johnson and Johnson, Nivea and Pears are brand apostles among toilet soap brands. Suntop is the brand apostle in the juice category. Nallasivam [17], aimed to examine the factors influencing the consumer satisfaction towards FMCG products in Erode and found that quality of product among the twelve categories of consumer satisfaction on FMCG products. Age, frequency of purchase and period of using increases their satisfaction on FMCG products. Miralam, Junnaidi and Moizuddin [18], studied Customer Satisfaction in the FMCG sector from four big supermarkets in Riyadh. The study concluded that excellent products and services, attain a high level of customer’s satisfaction. The poor product quality and services, as well as poor physical facilities, affects customer satisfaction. Mohammad and Mahfuzur [19], addressed the performance related issues about what extent is the impact of various factors responsible in terms of consumers’ purchasing decision in FMCG sector in Comilla. The findings of the study showed that nine out of ten variables were positively related to consumers’ purchasing decision but individual personality of respondents has no significant effect on purchasing decision. Jyoti and Devi [20], analyzed brand loyalty for FMCGs in rural and urban markets. One rural district of Odisha and one urban district of Bangalore were chosen. Results showed that among the variables namely gender, age, education and occupation, only age and education have the most significant impact on consumer’s brand loyalty in urban areas and in rural areas. Fabila and Mustika [21], studied the consumer behavior towards fast-moving consumer goods through interpreting how brand awareness and consumption correlated and examining the customer satisfaction. The key to win the competition is to make customers loyal to the product. Satisfaction towards 74 product category of FMCG, the highest satisfaction felt by consumer towards FMCG goes to credit card, battery, canned tea, digital camera and bag noodle, along with their top consumed brand; BCA, Alkaline, Teh Botol, Canon and Indomie. These brands and products prove to be the best in their category making them as the most reliable and trustworthy for consumer. Mosad and David [22], analyzed how customers are experiencing quality, loyalty and satisfaction in the Fast Moving Consumer Goods retail market. It showed that satisfaction does not automatically lead to loyalty. Both psychological and economical attributions influence customers’ loyalty. Independent variable satisfaction correlates substantially with dependent variable loyalty. Khansa [23], studied the impact of customer satisfaction, trust and corporate reputation on customer loyalty in Pakistan. Customer satisfaction, trust and corporate reputation bring 79.0% change in customer loyalty. There is a strong positive yet significant relationship of trust and customer loyalty. Customer satisfaction and corporate image also have a positive and significant impact on customer loyalty. Rose [24], examined the concept of brand loyalty in Fast Moving Consumer Good markets. Brand loyalty exists in FMCG markets for both cognitive and emotional reasons. The challenge for marketers is to develop and nurture the bonds that lead to and that can strengthen brand loyalty.

Research Gaps

Most of the previous studies focused mainly on the customer satisfaction of fast moving consumer goods. Few studies focused on brand loyalty of FMCGs. Most of the literature reviews aimed to study the FMCGs of those products where the repeat purchase frequency is less than one year. Only few variable factors were considered in the earlier studies on satisfaction and brand loyalty. Moreover, studies related to brand usage, satisfaction and brand loyalty are limited in Sultanate of Oman. This research addresses these gaps by covering all these major stages that influence the purchase of FMCG products by Omani customers.

It is a descriptive study as it covers the customer satisfaction and repeat purchase of Omani consumers using FMCG products. The fast moving consumer goods selected for the study are: Arabic bread (Quboos), Yoghurt, Evaporated Milk. These are the products that are purchased regularly where the purchase frequency is high. The evaporated milk brands are: Rainbow, Nestle, Omela, Al Mudhish, Al Marai, Puck and Luna. The Arabic bread brands used for the study are: Dahabi, Lulu, Careefour, Al Kowther and Sohar. The yoghurt brands taken for the study are: AlMarai, Mazoon, A’Safwah, Al Rawabi, Nada Greek and Activia. The study area selected for this research is Wilayat of Nizwa. This area is selected as the Omani population is high in Nizwa as compared to other Wilayat in Ad Dhakhliyah region (National Center for Statistics and Information, Oman 2022). The period of study is from September 2022 to December 2022. According to Census Survey by National Center for Statistics and Information (NCSI, 2022), the total number of Omanis in Nizwa is 93,263. This is taken as the sampling frame. Thus the sample size is determined as 384. The sampling method adopted for the collection of samples is simple random sampling method, where in the customers are contacted on a random basis. Primary data is collected with the help of a structured questionnaire in Arabic using Google form. Pilot study is done among 25 respondents to identify the validity of the questions. The tools used for analysis includes coefficient of variation, mean and standard deviation and chi-square.

Limitations of the Study

• The study area is limited to Nizwa only and hence cannot be generalized

• The response rate is influenced by the interest of the respondents as google forms are shared

• The data is collected only from Omanis and therefore the expatriates are excluded

• Unbranded products are not considered under this study

Analysis of the Study

The sample size determined was 384. The data is collected from 277 respondents with a response rate of 72%. The analysis of the study is done with the responses from 277 respondents. The demographic profile of the sample respondents showed that 73% of the respondents are females and 27% are males. 52% of customers who make a purchase of fast moving consumer goods are in the age group between 20-30 years. 25% of the respondents are aged less than 20 years. 63% of the respondents are unemployed and 22% of the consumers are employed in government sector. 52% of the sample respondents have a family size of more than 6 members. 14% of the respondents have a family size of 6 and 12% of the customers have a family size of 5 members. The marital status of the consumers reveals that 57% are unmarried and 42% of the respondents are married.

Analysis of Evaporated Milk

It is revealed from Table 1, that 34% of the consumers use Rainbow brand. 20% of the Omani consumers prefer Al Mudhish brand and Omela is preferred by 19% of the consumers. Nestle brand is the least preferred (3%) by the users. Others (14%) include Puck and Luna brands.

Table 1: Favourite Brand of Evaporated Milk

The reasons for choosing the favourite brand of evaporated milk is shown in Table 2. The major reason for the purchase of evaporated milk is taste (52%) which is followed by price of the product (15%). 68% of Rainbow users and 67% of Nestle users stated taste as the major reason for the purchase of the brands. Users of Omela brand users give more importance for Taste (45%) and price (32%). Al Mudhish brand users give more importance for Taste (40%) and price (25%). 56% of Almarai users give more importance to the taste of evaporated milk. This shows that taste is the major factor for the purchase of evaporated milk.

Table 2: Reasons for Choosing the Favourite Brand of Evaporated Milk

The coefficient of variation is used to compare the reliability and consistency of the satisfaction of consumers towards their favourite brand. The coefficient of variation which is of low score is the most consistent and reliable. Thus it is clear from the Table 3 that Rainbow (16.74) is the most consistent and reliable brand among the Omani consumers. This is followed by Almarai brand (18.61). Others include Puck and Luna brands which are least consistent among the consumers in Nizwa.

Table 3: Satisfaction of Favorite Brand of Evaporated Milk

It is observed from Table 4 that 20% of the consumers will strongly recommend the brand to their friends and relatives. 45% of the consumers stated that they will recommend the brand to others. 78% of Nestle users recommend the brand to others. 74% of the users of Rainbow brand showed a positive response to recommend Rainbow brand to their friends and relatives. 

Table 4: Recommend the Favorite Brand of Evaporated Milk

The weighted average is high for Rainbow brand (3.93). Almarai users (67%), AlMudhish users (60%) and Omela brand users (58%) showed a favourable opinion to recommend the brands to others. This also reveals the satisfaction of consumers about the usage of evaporated brands.

Table 5 represents the willingness of the consumers to buy the brand again. This analysis shows the loyalty of consumers towards the brands they use. 28% of the consumers stated that they will definitely buy the same brand of evaporated milk again. 40% of the Omani users will buy the same brand. Only 2% of the consumers opined that they will not buy the same brand. 78% of Nestle brand users will repeatedly buy the same brand. 76% of Rainbow brand users will buy the same brand again. Brand users of Omela (70%), AlMudhish (63%), Almarai (67%) will repeatedly buy the same brand when they repurchase. The weighted average is high for Rainbow brand (4.11). Thus this analysis revealed brand loyalty of users of evaporated brands.

Table 5: Willingness to Buy the Brand

Analysis of Arabic Bread

It is revealed from Table 6 that 42% of the consumers use Al Kowther brand. 32% of the Omani consumers prefer Dahabi brand and Sohar brand is preferred by 13% of the consumers. Carrefour brand is the least preferred (4%) by the users.

Table 6: Favourite Brand of Arabic Bread

The reasons for choosing the favourite brand of Arabic bread is shown in Table 7. The major reason for the purchase of Arabic bread is freshness (33%) which is followed by taste of the product (28%). 40% of users who use Al Kowther brand stated freshness as the major reason for the purchase. Comparing the Arabic bread brands it is evident that the major reasons for choosing the brand are freshness, taste and availability. This analysis shows that freshness is the major factor for the purchase of Arabic bread.

Table 7: Reasons for Choosing the Favourite Brand of Arabic Bread

The coefficient of variation is used to compare the reliability and consistency of the satisfaction of consumers towards their favourite brand. The coefficient of variation which is of low score is the most consistent and reliable. Thus, it is clear from Table 8, that Al Kowther (18.11) is the most consistent and reliable brand among the Omani consumers. This is followed by the Sohar brand (19.60). Carrefour brand is the least consistent Arabic bread brand among the consumers in Nizwa.

Table 8: Satisfaction of Favorite Brand of Arabic Bread

From Table 9, it is identified that 43% of the consumers will recommend the favourite brand to others. 21% of the respondents stated that they will strongly recommend the brand to others. 70% of Sohar brand users will recommend the brand to others. The weighted average is high for Sohar brand (3.80). Brand users of AlKowther (64%), Dahabi (67%) recommend the brand to others. This shows that there is a strong word of mouth for Arabic bread brands in Nizwa.

Table 9: Recommend the Favorite Brand of Arabic Bread

The repurchase of Arabic bread brand is measured from Table 10. 45% of the consumers will buy the favorite brand of Arabic bread during repurchase and 25% of the consumers are definitely willing to buy the same brand again. 74% of Dahabi brand users, 70% of Sohar brand users and 68% of AlKowther brand users of Arabic bread will buy the same brand again. The weighted average is high for Sohar and Carrefour brands. This also shows strong brand loyalty of customers towards Arabic bread brands.

Table 10: Willingness to Buy the Same Brand Again

Analysis of Yoghurt

It is revealed from Table 11, that 50% of the consumers use Mazoon brand in yoghurt. 38% of the Omani consumers prefer Almarai brand. A’Safwah brand is preferred by 9% of Omani consumers. The brand share of other brands is negligible.

Table 11: Favourite Brand of Yoghurt

The reasons for choosing the favourite brand of yoghurt is shown in Table 12. The major reason for the purchase of yoghurt is taste (35%) which is followed by hygiene of the product (22%). 14% of the Omani consumers give importance for freshness and 13% of the consumers give importance on its nutritional value. 67% of AlRawabi users, 43% of Almarai consumers, 42% of A’Safwah and 28% of Mazoon brand users give more importance to the taste of yoghurt for choosing the brand. This shows that taste is the major factor for the purchase of yoghurt.

Table 12: Reasons for Choosing the Favourite Brand of Yoghurt

From Table 13, we can find that A’Safwah (14.18%) is the highest and most consistent and reliable brand compared among other brands. It is followed by Mazoon brand (16.55%). Nada Greek is least consistent among the consumers in Nizwa.

Table 13: Satisfaction of Favorite Brand of Yoghurt

Table 14 shows the degree of word of mouth to their friends and family about Yoghurt. 36% of consumers will strongly recommend the brand to others. 42% of consumers will suggest and recommend to their friends and relatives. 48% of Mazoon users strongly recommend the brand to others. The weighted average is high for Mazoon (4.27). 28% of Almarai users and 23% of A’Safwah users strongly recommend the brand to others.

Table 14: Recommend the Favorite Brand of Yoghurt to Your Friends and Relatives

Table 15 demonstrates the loyalty of consumers toward the brand if they purchase it again or not. 47% of the consumers said they would definitely repurchase the same brand of Yoghurt. 36% of the respondents stated that they will buy the same brand again. 16% of the consumers have not decided about the brand they want to buy again. 53% of Mazoon consumers will definitely buy yoghurt. The weighted average is high for Mazoon (4.37). The willingness of consumers in future purchase shows that brand users of Mazoon (85%), A’Safwah (88%), Almarai (81%) will buy the yoghurt brand during repurchase. This analysis also shows the strong brand loyalty of Omani customers towards yoghurt brands.

Table 15: Willingness to Buy the Same Brand Again

Association between Age, Gender with Satisfaction and Purchase

The average satisfaction for evaporated milk and yoghurt is higher for females than males. For Arabic bread males have more average satisfaction (4.16) than females (3.99). To test the association between gender and product satisfaction chi square test is used. There is no statistically significant relationship between gender and product satisfaction as the p-value is 0.681 which is greater than 0.05. The chi square statistic is 0.07. The critical value is 5.991 at 95% confidence level at 2 degrees of freedom. At 0.05 significance level, it is proved that there is no significant relationship between gender and product satisfaction (Table 16).

Table 16: Association Between Gender and Satisfaction of Products

The satisfaction for males for all products are higher than females. At 95% level of confidence and 2 degrees of freedom, the critical value is 5.991. The chi square statistic is 0.0259 which is less than the critical value of 5.991. There is no statistically significant relationship between gender and product purchase as the p value is 0.798 which is greater than 0.05. Thus it is proved that there is no significant relationship between gender and product purchase (Table 17).

Table 17: Association Between Gender and Purchase of Products

The satisfaction is higher for yoghurt than other products. Similarly, satisfaction is high for less age group than for higher age groups. To find the association between this, chi square test is conducted. The chi square statistic is 0.46 which is less than the critical value of 15.507 (at 95% confidence level and 8 degrees of freedom). The p-value is 0.99 which is greater than 0.05. Hence it is concluded that the association between age and satisfaction of products is insignificant (Table 18).

Table 18: Association Between Age and Satisfaction of Products

It is evident that the satisfaction is higher for yoghurt than other products. Similarly, satisfaction is high for less age group than for higher age groups. To find the association between this, chi square test is conducted. The chi square statistic is 0.357 which is less than the critical value of 15.507 (at 95% confidence level and 8 degrees of freedom). The p-value is 0.99 which is greater than 0.05. Hence it is concluded that there is no significant association between satisfaction between age and purchase of products (Table 19).

Table 19: Association Between Age and Purchase of Products

Findings of the Study

Evaporated Milk

• About 34% of the consumers use the Rainbow brand. 20% of the Omani consumers prefer Al Mudhish brand and Omela is preferred by 19% of the consumers

• The major reason for the purchase of evaporated milk is taste (52%) which is followed by price of the product (15%). 68% of Rainbow users and 67% of Nestle users stated taste as the major reason for the purchase of the brands

• Rainbow is the most consistent and reliable brand in satisfaction among the Omani consumers (16.74)

• 78% of Nestle users recommend the brand to others. 74% of the users of Rainbow brand showed a positive response to recommend Rainbow brand to their friends and relatives. Almarai users (67%), AlMudhish users (60%) and Omela brand users (58%) showed a favourable opinion to recommend the brands to others

• 78% of Nestle brand users will repeatedly buy the same brand. 76% of Rainbow brand users will buy the same brand again. Brand users of Omela (70%), AlMudhish (63%), Almarai (67%) will repeatedly buy the same brand when they repurchase

Arabic Bread

• About 42% of the consumers use Al Kowther brand. 32% of the Omani consumers prefer Dahabi brand and Sohar brand is preferred by 13% of the consumers. Carrefour brand is the least preferred (4%) by the users

• The major reason for the purchase of Arabic bread is freshness (33%) which is followed by taste of the product (28%). 40% of users who use Al Kowther brand stated freshness as the major reason for the purchase

• Al Kowther (18.11) is the most consistent and reliable brand in satisfaction among the Omani consumers. This is followed by the Sohar brand (19.60)

• 70% of Sohar brand users will recommend the brand to others. Brand users of AlKowther (64%), Dahabi (67%) recommend the brand to others

• 74% of Dahabi brand users, 70% of Sohar brand users and 68% of AlKowther brand users of Arabic bread will buy the same brand again

Yoghurt

• About 50% of the consumers use Mazoon brand of yoghurt. 38% of the Omani consumers prefer Almarai brand. A’Safwah brand is preferred by 9% of Omani consumers

• About 67% of AlRawabi users, 43% of Almarai consumers, 42% of A’Safwah and 28% of Mazoon brand users give more importance to the taste of yoghurt for choosing the brand

• A’Safwah (14.18%) is the highest and most consistent and reliable brand in satisfaction. It is followed by Mazoon brand (16.55%)

• About 48% of Mazoon users strongly recommend the brand to others. 28% of Almarai users and 23% of A’Safwah users strongly recommend the brand to others

• About 53% of Mazoon consumers will definitely buy yoghurt. The willingness of consumers in future purchase shows that brand users of Mazoon (85%), A’Safwah (88%), Almarai (81%) will buy the yoghurt brand during repurchase

Recommendations

For Evaporated milk brands

• It is recommended that Nestle brand should improve milk taste and to fix a suitable price. Nestle and Almarai brands should focus more into taste, price and availability of these brands in Nizwa

• The brand marketers of evaporated milk should give more emphasis on product improvement to increase the market share

For Arabic Bread Brands

• It is recommended that Dahabi as a national brand should improve freshness, taste and availability in the market. Eventhough brands like Al Kowther, Dahabi and Sohar are significant brands related to satisfaction and repurchase, Sohar brand users are less. But the correlation and impact of satisfaction on repurchase is high for Sohar

• Sohar brand can give more promotion for their Arabic bread product. They should focus on freshness and more availability of their brand in the market

For Yoghurt Brands

• Consumers choose the favorite brand of yogurt because of taste, more hygienic, freshness and nutritional value. So it is recommended for insignificant brands (Activa, Al Rawabi, Nada Greek) to focus more on taste, hygienic, freshness and nutritional value

• Consumers are not willing to recommend A’Safwah brand compared to other brands. At the same time satisfaction of A’Safwah has an impact on purchase. Even though satisfied users of A’Safwah buy the same brand, but people are unwilling to recommend to others. Hence A’Safwah can adopt some sales promotion, improvement on packaging and organize some events to create more word of mouth among the satisfied consumers

The success of a company depends on its capability of identifying consumers’ purchasing decision process along with the factors affecting that decision Attraction and retention of consumers are challenging task to the marketers. Different competitors offer different products to satisfy the needs of consumers by offering creative and attractive features. So, to create a distinctive position in the minds of target consumers the company should concentrate on the right value proposition of the offered product. However, the marketers should always be aware about consumers’ preferred value proposition through the output of updated market research. This study brings out the satisfaction and purchase decision of fast moving products like evaporated milk, Arabic bread and yoghurt. The consumer satisfaction is taken as the independent variable and the impact of satisfaction on willingness to recommend was undertaken. Similarly, the impact of satisfaction on repurchase of thee three products are analyzed. Thus this study brings out the significant and insignificant brands under each product category. The study also revealed that there is no association between age, gender with satisfaction and purchase of these fast moving brands. The recommendation put forward by the researchers would be highly relevant and helpful for the brand marketers to sustain the market operations in the market.

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