Decoding Consumer Perception How Product Quality Shapes Repurchase Intentions in Fast-Moving Consumer Goods

गोषवारा

In the highly competitive fast-moving consumer goods (FMCG) sector, driving brand loyalty is a primary challenge for marketers. This study investigates the complex mechanisms of consumer perception, focusing specifically on how distinct dimensions of product quality influence consumer repurchase intentions. Utilizing a quantitative research design, data was gathered through structured surveys from a diverse demographic of FMCG consumers. Structural equation modeling (SEM) was employed to analyze the relationships between perceived quality, brand trust, customer satisfaction, and subsequent repeat purchase behavior.

The empirical findings reveal that while intrinsic quality attributes—such as product performance and reliability—directly trigger initial satisfaction, extrinsic cues like packaging and perceived value play a crucial role in sustaining long-term brand trust. Notably, customer satisfaction acts as a powerful mediator, translating positive quality perceptions into actionable repurchase intent. The study concludes that product quality is not a static metric but a dynamic psychological construct that directly dictates consumer retention. These insights offer valuable strategic guidance for FMCG brands aiming to optimize their product development and marketing strategies to secure a sustainable competitive advantage in a volatile marketplace.