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“A Study on Brand Perception of FMCG Goods”

Jeevananda, S. (2011) “A Study on Brand Perception of FMCG Goods”. The International Journal of Research in Commerce and Management, 02 (10). p. 2. ISSN 0976-2183

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Retail industry is one of the largest industries in India. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearney’s report published in June 2010. The total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by 2015, according to the BMI India Retail report for the third quarter of 2011. The branding of fast moving consumer goods has become an integral part of the lives of consumers. Consumers are literally confronted with hundreds of brands on a daily basis and are, therefore, spoilt for choice. The objective of conducting the research was to analyse the extent to which Indian retail store managers perceptions and consumers’ perceptions converge to promote brand equity in respect of fast moving consumer goods in retail chain stores at Bangalore. This was carried out by identifying the main variables like branding, packaging, pricing, promotions and quality. The study was based on the impact of these variables on the perception of consumers’ and Indian retail store managers. The study revealed that the consumers and store managers believe that consumer purchase depend on branding and the quality of the products and all other variables have a least impact.

Item Type:Article
Uncontrolled Keywords:Consumer Perception, Retail Store Manager Perception, Fast Moving Consumer Goods (FMCG), Branding, Quality.
Subjects:Publications > Publications by Faculty > Articles > Management
ID Code:1792
Deposited By:Knowledge Center Christ University
Deposited On:14 Dec 2011 14:11
Last Modified:30 Jul 2012 10:21

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