Maintaining Brand Consistency in FMCG Products: A Study of Consumer Trust and Loyalty in Chennai

Brand consistency is increasingly recognized as a critical driver of trust and loyalty in fast-moving consumer goods (FMCG) markets, where product differentiation is low and competition is intense (Mahajan, 2015; Kumar, 2025). This study examines how perceived brand consistency in product quality, packaging, communication and visual identity influences consumer trust and brand loyalty for FMCG products in Chennai. A structured questionnaire was administered to 300 FMCG consumers selected through a combination of purposive and systematic sampling. Data were analysed using descriptive statistics, correlation, exploratory factor analysis, multiple regression, chi-square tests, z tests, ANOVA and structural equation modelling (SEM). The results indicate that perceived consistency in core brand elements significantly enhances trust, which in turn strongly predicts attitudinal and behavioural loyalty. Packaging consistency and communication coherence emerge as particularly influential dimensions. The findings offer practical guidance for FMCG firms seeking to sustain brand equity and long term consumer relationships in an evolving Indian marketplace (AIM, 2015; NielsenIQ, 2024).