Logistics Service Quality, Brand Awareness, and Consumer Preference: A Study of Online FMCG Products

Abstract

The rapid expansion of e-commerce has significantly reshaped the Fast-Moving Consumer Goods (FMCG) sector, where logistics performance and brand perception play a crucial role in influencing consumer buying behaviour. This study examines the relationship between logistics service quality, brand awareness, and consumer preference toward online FMCG products in Tirupur City. Specifically, it investigates whether brand awareness mediates the relationship between logistics service quality and consumer preference. A quantitative research design was adopted, and primary data were collected from 120 respondents using a structured questionnaire measured on a five-point Likert scale. The study employed Pearson correlation, regression analysis, and the Sobel test to analyze the relationships among variables. The findings reveal a strong positive correlation between logistics service quality, brand awareness, and consumer preference. Regression results indicate that logistics service quality significantly predicts both brand awareness and consumer preference. Furthermore, mediation analysis confirms that brand awareness partially mediates the relationship between logistics service quality and consumer preference, as evidenced by a significant Sobel test result (Z = 4.34, p < 0.001). The study concludes that logistics service quality functions not only as an operational factor but also as a strategic driver of brand equity and consumer preference in the online FMCG sector. By enhancing delivery reliability, order accuracy, packaging safety, and return efficiency,
e-commerce firms can strengthen brand perception and foster stronger consumer preference. The findings provide valuable insights for online FMCG companies aiming to achieve sustainable competitive advantage in emerging urban markets.