Anti-Consumption Brand Behavior: A Study of Indian FMCG Sector

Punam Mishra
The advent of Internet and rapid development of both highly sophisticated information and communication technology have made the world a global  village in a real sense. However, as consumers nowadays expect more from brands, customer satisfaction is not enough and may not necessarily lead  to brand loyalty. Customers may share the information and ideas about a brand based on either positive or negative experiences impacting the decision  making of other customers and also significantly influencing the brand identity and image. In this era of cut throat competition, negative consumer  brand-relationship is more common than positive ones. Consumers may also experience extremely negative emotions towards brands that might result  in anti-consumption of a brand. The Indian FMCG industry has undergone a significant change since liberalization (1991). It is required to identify  whether consumer have accepted the new brands in the sector or not. The marketers have to strengthen their strategy to motivate the consumer buying  behavior and reduce the anti-consumption behavior of the consumer. This study is an attempt to identify important factors influencing anti-consumption  brand behavior in FMCG sector in India.
Customer Satisfaction; Negative Consumer; Brand-Relationship; Anti-Consumption; FMCG Sector