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 s