International Journal of Science, Engineering and TechnologyAuthors: Dr.S.V.Harshini, Mohammed binyam ali
Abstract: Walk through any supermarket in Coimbatore and you will notice something interesting: most shoppers reach for the same brands without even glancing at what is next to them on the shelf. That automatic, habitual choice is brand preference — and for FMCG companies, it is everything. When someone automatically picks up Dove or Colgate week after week, that habit translates into a steady revenue stream that advertising budgets alone cannot buy. This paper looks at what drives those choices among 100 consumers across Coimbatore district. We used a structured questionnaire and kept the analysis straightforward — simple percentage analysis — because the goal was to understand real preference patterns, not to complicate them. We drew on four theoretical lenses: Aaker's Brand Equity Model, the Theory of Planned Behaviour, Consumer Involvement Theory, and Social Identity Theory. Together, these helped us make sense of why people pick the brands they do. The numbers tell a clear story. Quality is the most important factor — 40% of respondents ranked it first, ahead of price (24%) and brand image (18%). TV advertising still generates the most brand awareness at 38%, but social media is closing in fast at 28%, especially among respondents under 35. Loyalty is split almost down the middle: 44% stick to the same brands, while 40% say they would switch if the deal is good enough. HUL brands lead the personal care category with 34%, but Himalaya and Patanjali together claim 20% — a figure that would have been unthinkable a decade ago. These findings matter for anyone managing brands or retail shelves in Coimbatore. The city is changing quickly, and the brands that understand its specific consumer profile — rather than copying strategies built for metros — will have a real competitive edge.
