Investigating the Role of E-Satisfaction on E-Loyalty Toward Packed Health Food Products

With 50% of FMCG sales in household and private care, the FMCG (Fast Movement Consumer Goods) sector is the fourth biggest sector in the Indian economy. Increasing consumer awareness, easier online access, and dynamic lifestyles are the key growth drivers for the FMCG category in India. The urban market segment is leading with a revenue share of around 55%. Technological advancements and globalization have resulted in shifting the main target of marketers to online promoting due to its wide reach among customers. Packaged health foods are one among the leading segments within the Fast-Moving Consumer Goods (FMCG) categories that have witnessed exponential growth in the Indian market in recent decades. “Around 72% of Indian consumers are most likely to shop online locally for premium products,” according to the IBEF Report 2021. The connection between loyalty and satisfaction is the main field of research in the marketing discipline. Today, online shopping is rapidly increasing as technology is improving and the Internet is rapidly spreading. E-satisfaction and E-loyalty are critical components of online business success. The objective of this chapter is to detect and develop a conceptual framework for connecting e-satisfaction to e-loyalty. This chapter analyzes the link between consumer satisfaction and corresponding loyalty while shopping online. Finally, a conceptual framework is proposed in the chapter. This chapter further investigates the various constructs for online marketing and focuses on how to determine and measure the effectiveness of online marketing methods for packed food brands.