Which Mediates Consumer buying Behavior in FMCG Sector? - Brand Identity or Brand Equity- A Rural Consumer Perspective in Tamilnadu, India

M Selvarani; G. Selvalakshmi

doi:10.31637/epsir-2026-2468

Authors

M Selvarani Shanmugam College of Arts and Science
Dr. G. Selvalakshmi PG & Research Department of Commerce https://orcid.org/0000-0003-4690-1130

DOI:

https://doi.org/10.31637/epsir-2026-2468

Keywords:

Brand Awareness, Brand Salience, Brand Positioning, Customer Erosion, Customer Satisfaction

Abstract

Introduction: Of all the techniques, it is the brand building that establishes a significant bond between the marketers and the customers. This is only starting the decision in the consumer buying behavior process but the marketer needs to face enormous challenges in creating brand positioning since it needs in-depth understanding. Methodology: This paper particularly endeavors to analyze the influence of brand identity on the consumer buying behavior in the FMCG sector, and for this purpose, 485 FMCG customers from the rural side of Tamilnadu were selected through a convenience sampling method. Results: The result showed an optimistic association of brand awareness, equity, and salience with consumer purchasing behavior. It is the brand equity that positively mediated the consumer buying behavior and loyalty. Spectral analysis result confirmed the long term periodicity effect of brand equity and brand identity on the consumer loyalty. Conclusions: Marketer should establish the brand identity among the rural customers through various promotional activities, and try to create the brand equity among them as these two have a good impact on their buying process.

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Author Biographies

M Selvarani, Shanmugam College of Arts and Science

Now she is working as Assistant Professor in Dr.R.K Shanmugam College of Arts and Science, Indili, Kallakurichi and having 8 years’ experience in academic field. She has completed M.Phil from Loyala College, Chennai during 2002 and B.Ed from TSM College of Education. Now she is pursuing PhD in Periyar University in Commerce. She has published many articles in the leading International and National Journals. Her area of interest is direct tax, corporate accounting and cost accounting.

Dr. G. Selvalakshmi, PG & Research Department of Commerce

Now she is working as Assistant Professor & Head, PG & Research Department of Commerce, Sri Sarada College for Women (Autonomous), Salem 636016, Tamilnadu, India and having 19 years of academic experience. She had the position of Senate Member in Periyar University, Syndicate member in Periyar University. Also, she served as the Co-ordinator in Citizen Consumer Club, Entrepreneurship Development Cell and member in Anti Ragging Committee and Admission Committee. She is serving as a reviewer in the leading international journals. She has more publications in the leading International and National Jouirnals. Also, she has attended 96 conferences and seminar as an organizer and presenter. Her area of interest are income tax, financial accounting and financial management.

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