Authors: Assistant Professor Mr.C. Thamizhanban, Ms. S.C Sri Madhumithra, Dharshini.M, Santhamani J I
Abstract: Brand awareness and brand loyalty play an important role in influencing consumer buying behavior in the highly competitive FMCG sector. Unilever is one of the leading FMCG companies in India, offering a wide range of products that are used by consumers in their everyday life. This study aims to examine the level of brand awareness and brand loyalty towards Unilever products, along with consumer satisfaction and the problems faced while using these products.The study adopts a descriptive research design and is based on both primary and secondary data. Primary data were collected from 141 respondents through a structured questionnaire, while secondary data were gathered from books, journals, and websites. Statistical tools such as ANOVA and chi-square test were used for data analysis.The findings of the study show that Unilever products enjoy high brand awareness among consumers due to their quality, wide availability, and effective promotion. It was also found that most consumers exhibit strong brand loyalty towards Unilever products, mainly because of trust, satisfaction, and consistent product performance. The study concludes that brand awareness has a significant influence on brand loyalty towards Unilever products.
