Measuring Customer-Based Brand Equity in the Indian FMCG Sector

Customer-based brand equity has become a critical factor for achieving competitive advantage in the fast-moving consumer goods (FMCG) sector, where consumers are faced with numerous brand choices and low switching costs. Understanding how consumers perceive brands is essential for firms seeking to strengthen their market position and sustain long-term performance. The present study aims to measure customer-based brand equity in the Indian FMCG sector by examining key dimensions such as brand awareness, perceived quality, brand associations, and brand loyalty. The study is based on primary data collected from FMCG consumers across selected regions in India using a structured questionnaire. Responses were analyzed using descriptive statistics, reliability analysis, and correlation analysis to assess the strength and relevance of each brand equity dimension. The findings indicate that customer-based brand equity in the Indian FMCG sector is strongly influenced by brand loyalty and perceived quality, followed by brand awareness and brand associations. The results suggest that brands with higher levels of customer-based brand equity enjoy stronger consumer preference and repeat purchase behavior. The study provides useful insights for marketers and brand managers in designing effective branding strategies and highlights the importance of continuously measuring brand equity to respond to changing consumer expectations in the Indian FMCG market