Published Paper Details:

Brand loyalty focuses on the creating, developing and sustaining a relationship between the brand and the consumer. Building brand loyalty is a time and effort intensive process but its need and scope make it imperative for the brands and companies to invest into it.This paper discusses how brand loyalty functions concerning FMCG products with emphasis on post covid period. This topic of study gains its importance because of the lacking USP that most of these products have, hence depriving the company/brand of any particular value/trait to build brand loyalty on. Many practitioners and researchers have delved into this topic of research to understand consumer choices and the psychology behind them. This was to come up with effective marketing practices aimed at building and maintaining brand loyalty towards their respective FMCG product brands after a crisis such as the covid pandemic. This paper has considered 20 research papers based on different elements that affect a consumer's brand loyalty to FMCG products. We have mainly looked into the cases of brand loyalty regarding FMCG in the rural, urban, Indian subcontinent, the African continent, and their different marketing strategies. We then discuss how these trends have changed post covid. The interpretations are based on the conclusions drawn by the authors of these papers and other online resources; that is, they are based on secondary sources of information. The major conclusions are drawn from list price, brand awareness, product availability, word of mouth (more specifically electronic word of mouth), and geography as the elements that mainly affect brand loyalty. This paper lacks reviews of studies on brand loyalty based on gender.