A Comparative Study on Brand Loyalty in Packaged Agricultural Goods in Karur City

Abstract

Brand loyalty has become a critical determinant of competitive advantage in India's rapidly expanding packaged agricultural goods market. This study examines the factors influencing consumer brand loyalty for packaged agricultural products in Karur City, Tamil Nadu. Using a structured questionnaire built around five core constructs — brand awareness, perceived quality, purchase intention, price sensitivity, and brand trust — data were collected from 170 consumers through purposive and stratified random sampling. Quantitative analysis was carried out using SPSS 26.0, employing chi-square tests, multiple regression analysis, one-way ANOVA, and structural equation modelling (SEM) through AMOS 24.0. The results reveal that brand trust (β = 0.341, p < .001) and brand awareness (β = 0.312, p < .001) are the strongest predictors of brand loyalty. ANOVA findings indicate statistically significant differences in brand loyalty scores across income groups (F(3,166) = 8.74, p < .001). SEM fit indices confirm an adequate model fit (CFI = 0.94, RMSEA = 0.057). The study underscores the importance of trust-building and consumer education strategies for agricultural marketers operating in Tier-II Indian cities.

Keywords: brand loyalty, packaged agricultural goods, brand trust, perceived quality, Karur City, consumer behaviour, AMOS, SEM