The Impact of Brand Personality on

purchase intention:
An empirical study in Madhya Pradesh
1. INTROD!TION
The purpose of this study is to see the impact of brand personality on
purchase intention in Urban Towns and to study the interest of consumers
in branded products of Fast Moving Consumer Goods (FMCG). The brand
awareness is showing increasing tendency everywhere and M !tate is
not an e"ception to it. To e"amine the validity of this general statement
that is being discussed day in and day out by the researcher# mar$et
managers# producers# consumers# advertisers# etc.# the study on the
impact of brand personality on purchase intention of Fast Moving
Consumer Goods in M(%hopal# &ndore# 'abalpur ) is ta$en up.
(very business tries to stay upfront with their customers. The free mar$et
scenario has brought a situation that is characteri)ed by cut throat
competition. *e live in a world that is ruled by +survival of the ,ttest-
policy. The race to be ahead has resulted in companies coming up with
new and innovative mar$eting strategies to gain a competitive edge over
their competitors.
1.1."ast Mo#in$ !onsumer %oods &"M!%'
&ndia# .sia/s third largest economy# saw urban consumers spending more
in last decade .The growing &ndian urban consumers# forward loo$ing
policies of the &ndian government# and a largely untapped mar$et are all
fuelling the growth of &ndia/s FMCG industry. Fast moving consumer goods
(FMCGs) are products that are sold 0uic$ly at a relatively low cost. They
are popularly referred to as consumer pac$aged goods (CG). The most
common things in the list are toilet soaps# detergents# shampoos# and
toothpastes# shaving products# shoe polish# pac$aged foodstu1 and
household accessories. The term even e"tends to certain electronic goods.
These items are meant for daily or fre0uent consumption.
. ma2or portion of the monthly budget of each household is reserved for
FMCG products. The volume of money circulated in the economy due to
FMCG products is very high# as the number of consumers for such
products is very high. The &ndian FMCG industry began to shape during
the last 345odd years. The FMCG sector is a cornerstone of the &ndian
economy# touching every aspect of human life. The &ndian FMCG mar$et is
divided between the organised sector and the unorganised sector. Unli$e
the U! mar$et for FMCGs# which is dominated by a handful of global
players# &ndia/s 6s 7845billion FMCG mar$et remains highly fragmented
with roughly half the mar$et being dominated by unbranded# unpac$aged#
home5made products. This presents a tremendous opportunity for
mar$eters of branded products to convert consumers to buy branded
products.FMCGs typically re0uire a wide distribution networ$ and are sold
directly to the consumers.
1.( Di)erent se$ments of "ast Mo#in$ !onsumer Products
&"M!%'
*ousehold care . 9ousehold care products include bath soaps and
detergents.
"ood + ,e#era$es . This mar$et includes tea and co1ee as well.
Personal care . ersonal care products include s$in care# hair care
and oral care products.
This study will be done on personal care Fast Moving Consuming
Goods(FMCG) . !o here we are discussing the di1erent types of
personal care products of Fast Moving Consumer Goods (FMCG).
-.in care. The total s$in care mar$et is estimated at 6s :7 billion.
This mar$et is at a nascent stage in &ndia. The penetration level of
this segment in &ndia is around ;4 per cent. *ith changing lifestyles#
increase in disposable incomes# greater product choice and
availability# people are becoming more aware about personal
grooming. Ma2or players in this segment are 9U< with a mar$et
share of 37 per cent# followed by Cavin=are with a mar$et share of
>;
per cent# and Godre2 with a mar$et share of : per cent.
*air care. The hair care mar$et in &ndia is estimated at 6s :?
billion# including hair oils# shampoos# hair colourants# conditioners
and hair gels. Marico is the leader in hair oil segment with a mar$et
share of :: per cent@ Aabur occupies second position at >B per cent.
-hampoos. The &ndian shampoo mar$et is estimated at 6s ;B
billion. &t has a penetration level of only >: per cent. !achets ma$e
up 74 per cent of the total shampoo sales. &t has a low penetration
level even in metros. .gain# the mar$et is dominated by 9U< with
around 7B per cent of mar$et share@ CG occupies second position
with a mar$et share of around ;: per cent.
Oral care. The oral care mar$et can be segmented into toothpastes
(84 per cent)# toothpowder (;: per cent) and toothbrushes (>B per
cent). The total toothpaste mar$et is estimated at 6s :3 billion. This
segment is dominated by Colgate5almolive with a mar$et share of
7D per cent# while 9U< occupies second position with a mar$et share
of :4 per cent. &n the toothpowder mar$et# Colgate and Aabur are
ma2or players.
1./ !han$in$ consumer perception
eople are becoming conscious about health and hygiene. There is also a
willingness to move to evolved products and brands# because of changing
lifestyles# rising disposable incomes# etc. Consumers are switching from
economy to premium productsEfor instance# sharp increase in the sales
of pac$aged water and water puri,ers.
Findings from a recent survey by . C Fielsen show that about B> per cent
of &ndians ta$e note of the labels of pac$aged goods containing the
nutritional information# compared to two years ago when only 3D per cent
of the respondents read labels.
1.0 Ad#anta$es to the sector
%o#ernment1s policy.
The &ndian government has enacted policies aimed at attaining
international competitiveness by lifting 0uantitative restrictions# reducing
e"cise duties# and changing food laws# all of which have resulted in an
environment that fosters growth. 9undred per cent e"port5oriented units
can be set up with government approval# and the use of foreign brand
names is now freely permitted.
"orei$n direct in#estment in BRI! !ountries
%ra)il# 6ussia# &ndia and China (%6&C) national have all become ma2or
players in global FA&. From ;44: to ;4>;# the %6&C countries attracted
;;.;DG of global FA& pro2ects. &n ;4>;# three of the %6&C countries 5 China#
&ndia and %ra)il 5 all ,nished within the top ,ve destination countries for
FA& globally. &ndia attracted :4.4;G of FA& pro2ects into the %6&Cs in ;4>;.
The country also performed well from a regional and global perspective in
;4>;# ran$ing second in .sia5aci,c and fourth globally by pro2ect
numbers.
This study will show the purchase behaviour of the customers that how
general public attract to ma$e purchase of the branded product and also
reveal the important aspects which are 0uite necessary to capture the
purchase intention of the customers.
This research helps to categori)e that among these aspects which factors
have signi,cant e1ect on the purchase intention of the patrons.
(. R23I24 O" 5IT2RATR2
Dr. Jennifer Aaker in >DDB created a ,ve dimensional brand personality
framewor$ to identify the traits consumers associate with a brand# and
developed the brand personality scale (%!) to measure how consumers
use brands symbolically and emotionally. Ar..a$er identi,ed ,ve
dimensions of brand personalityH !incerity# ("citement# Competence#
!ophistication and 6uggedness.
!incerity comprises brand personality characteristics li$e honest# and
genuine. ("citement consists of characteristics li$e e"citing# trendy#
spirited# and up5to5date. Competence includes characteristics such as
reliable# responsible# and eIcient. !ophistication is characteri)ed by
pretentious# glamorous and charming. 6uggedness incorporates
characteristics of tough# strong# and outdoorsy.
Figure >. . brand personality framewor$ (.a$er# >DDB)
Fast Moving Consumer Goods (FMCG)# also $nown as Consumer ac$aged
Goods (CG)# are products that are sold 0uic$ly at relatively low cost.
Though the absolute pro,t made on FMCG products is relatively small#
they generally sell in large 0uantities# so the cumulative pro,t on such
products can be large.
urchase intention is the implied promise to one/s self to buy the product
again whenever one ma$es ne"t trip to the mar$et (Fandos C Flavian#
;448). &t has a substantial importance because the companies want to
increase the sale of speci,c product for the purpose to ma"imi)e their
pro,t. urchase intention depicts the impression of customer retention.
There are certain functions of the brand which have a strong inJuence on
the purchase intention of the customer/s i.e. brand image# product 0uality#
product $nowledge# product involvement# product attributes and brand
loyalty.
/. OB62!TI32- O" T*2 -TD7
The ob2ective of the study is see the impact of brand personality on
purchase intention in Urban Towns and to study the interest of consumers
in branded products of Fast Moving Consumer Goods (FMCG).
For this# the ob2ectives of the study are as under H
To study the impact of brand personality on purchase intention in
Urban Towns towards FMCG products
To e"amine the brand preference and awareness of urban consumer
towards FMCG products
To study the attributes of brand personality .
To study the role of media on brand image .
0. *7POT*2-I- O" T*2 -TD7
The main aim of the study is to test the following hypothesisH
9>H There is signi,cant di1erence between male and female attitudes
towards brand personality
9;H There is signi,cant di1erence among di1erent age groups attitude
towards brand personality.
9:H There is signi,cant di1erence among di1erent professions towards
brand personality
97H There is signi,cant di1erence among di1erent income group attitudes
towards brand personality.
93H There is signi,cant di1erence among male and female attitudes
towards brand personality through Media.
8. -!OP2 AND N22D "OR T*2 -TD7
FMCG products are substantially used to enhance and protect the health
and physical appearance and also the dignity of the people among their
counterparts. The spending on FMCG products especially in the urban
areas is showing an increasing tendency in the last 3 years. This is due to
increase in income levels# fascination towards western culture# everlasting
beauty awareness among wor$ing professional of urban areas emulating
their counterparts in the metros led to the increased usage of FMCG
products particularly beauty C health care products in this region. *ith
this bac$drop the impact of brand personality on purchase intention in
urban areas with reference to FMCG products is thought of. The study is
con,ned only to &ndore #%hopal# 'abalpur of Madhya radesh !tate. &t is
believed that the ,ndings in this region are fairly representative of the
other parts of the !tate and the lifestyle C other parameters are not much
di1erent from what e"ist in the area of survey.
9. R2-2AR!* M2T*ODO5O%7
The methodology of the study is based on the primary as well as
secondary data. The study depends mainly on the primary data collected
through a well5framed and structured 0uestionnaire to elicit the well5
considered opinions of the respondents. The study is con,ned to : cities
&ndore# %hopal# 'abalpur of Madhya radesh !tate. &ndore # %hopal#
'abalpur comprise of main cities of Madhya radesh !tate. Aue to paucity
of time and ,nancial constraints : cities namely &ndore #%hopal#C 'abalpur
are chosen for survey adapting simple random sampling techni0ue. &n all#
344 respondents will be chosen from di1erent age groups between ;3 to
74 years classifying them on the basis of di1erent professions with the
help of structured C unstructured interviews C discussions with these
respondents the information for this survey will be gathered.
The information will be gathered through the structured 0uestionnaires
and analysed through using the Tabular resentation# Graphical
resentation# Central Tendency# Aispersion# .ssociation of .ttributes and
Test of !igni,cance.
:. -AMP52 NIT
. consumer is considered as sample unit in the study.
;. -AMP52 -I<2
The sample si)e is 344
=. AR2A O" T*2 -TD7
Madhya radesh
1>. P2RIOD O" T*2 -TD7
;4>:5>7
11. 5IMITATION- O" T*2 -TD7
Three limitations have been identi,ed in this study. First# the research
wor$ covers : cities only. !econd# the respondents don/t want to disclose
their personal information and their perception about the organi)ation to
the researchers. Third# the sample si)e do not ensure representative and
conclusive ,nding and ,nally# a more robust analysis is needed to reach a
strong conclusion.
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