• Rupal.N Asati

In the present competitive scenario, and the rise in the number of brands has increased the availability of choice for the consumers, as a result of which organizations need to find ways in which to attract new customers and more important to maintain their loyal customers to products and services. Customer loyalty schemes can help companies to achieve competitive advantage by having a base of loyal customers which can let companies capitalize on strategies such as brand extension and market penetration. Therefore so as to understand brand loyalty and the ways to achieve it, the relationship between loyalty and satisfaction needs to well scrutinize. The basic purpose of this research paper is to critically examine the consumer awareness by analyzing the relationship among brand awareness and variables like customer loyalty, brand image and quality of services. Brand awareness is the lowest level of brand recall. This is where the brand recall continuum begins, extending from simple brand recognition to having complex cognitive structures constructed on the basis of detailed information concerning the brand. The set of associations and facts about a brand is the direct result of a company's marketing activity, but also of other factors beyond the company's direct control, e.g. recommendations by other product users. The process of building brand image among customers or consumers should be methodically performed and monitored by the company's marketing department. This paper finds the existence of important relationship between customer loyalty, trust, satisfaction and quality of services that affects brand awareness between Indian consumers. Customer loyalty is found to have the highest impact on brand awareness. Findings of this paper assist FMCG companies in boosting their brand image, improves customer loyalty.

brand awareness, image, customer loyalty, FMCG

" A studyImpact of brand awareness and customer loyalty in FMCG sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.172-182, April-2019, Available :http://www.jetir.org/papers/JETIR1904O27.pdf

" A studyImpact of brand awareness and customer loyalty in FMCG sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp172-182, April-2019, Available at : http://www.jetir.org/papers/JETIR1904O27.pdf