iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2023.v04i01.031Brand Usage, Satisfaction and Repurchase: Brand wise Analysis of Fast Moving Consumer Goods in NizwaRenjithKumar.RAl Zahra'Abdullah Khalifa AlTobiHudhaifaRashid Hamed AlHussainiMarwaSuleiman Saif AlHinaiLecturer in Marketing, University of Technology and Applied Sciences, Nizwa, Sultanate of OmanB.Tech in Marketing, University of Technology and Applied Sciences, Nizwa, Sultanate of OmanThe number of competitive brands in the FMCG category has increased over the years and this research analyses consumer’s preference, satisfaction and loyalty of daily consumer product brands. This study aims to identify the brand usage of selected FMCG products, satisfaction, brand loyalty of consumers. A sample of 277 Omani consumers are selected for the study from Nizwa. The findings of the study revealed that 34% of the consumers use the Rainbow brand of evaporated milk. It is the most consistent brand in satisfaction among the Omani consumers. 20% of the consumers strongly recommend and 45% recommend the evaporated milk brand to their friends and relatives. 28% of the consumers will definitely buy the same brand of evaporated milk again. In Arabic bread, 42% of the consumers use Al Kowther brand. 32% of the Omani consumers prefer Dahabi brand. Al Kowther is the most consistent brand in satisfaction among the Omani consumers. 21% of the consumers will strongly recommend and 43% will recommend Arabic bread brands to others. 25% of the consumers are definitely willing to buy the same brand of Arabic bread. In the case of yoghurt, 50% of the consumers use Mazoon brand of yoghurt. 38% of the Omani consumers prefer Almarai brand. A’Safwah is the highest and most consistent brand in satisfaction. 36% of consumers will strongly recommend and 43% of consumers will recommend yoghurt brands to their friends and relatives. 47% of the consumers would definitely repurchase the same brand of Yoghurt. It is proved that there is no significant relationship between gender, age with satisfaction and repurchase of products. Nestle and Almarai evaporated milk brands should focus more into taste, price and availability of these brands in Nizwa. For Arabic bread brands, it is recommended that Dahabi as a national brand should improve freshness, taste and availability in the market. Yoghurt consumers choose the favorite brand because of taste, more hygienic, freshness and nutritional value. 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 results of this study would be useful for brand marketers to apply appropriate strategies for their growth. Future studies on this area is essential and should address by widening the area of study and FMCG products.