TOPIC :AFFECT OF BRANDING ON CONSUMER PURCHASE DECISION IN FMCG GOODS AND DURABLE GOODS

INTRODUCTION What is a BRAND? Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality. Concepts Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme. The art of creating and maintaining a brand is called brand management. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. .

OBJECTIVE OF PROJECT WORK

Main Objective:-

The main objective of research is to analysis how the brand effects the customer purchasing decision in FMCG goods and durable goods.

Sub Objective:-

The sub objective of research is to understand the choice of the customer is branded or nonbranded goods.

JUSTIFICATION FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL

Branding can be viewed as a tool to position a product or a service with a consistent image of quality and value for money to ensure the development of a recurring preference by the customer. It is common knowledge that the consumers choice is influenced by many surrogates of which the simplest one is a brand name. Although there may be equally satisfying products, the consumer when satisfied with some brand does not want to spend additional effort to evaluate the other alternative choices. Once he or she has liked a particular brand, he or she tends to stay with it, unless there is a steep rise in the price or a discernible better quality product comes to his/her knowledge, which prompts the consumer to switch the brand.

Companies spend a lot of money and time on the branding and thus it needs a careful evaluation on the effect of branding on consumer buying behavior.

THE TOP 10 COMPANIES IN FMCG SECTOR RANK 1 2 3 4 5 6 7 8 9 10 COMPANY Hindustan Unilever Ltd Indian Tobacco Company Nestle India GCMMF Ltd. (Amul) Dabur India Asian Paints Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

QUESTIONNAIRE
1. Are you a brand loyal customer? Yes No

2. Which attributes did attract you to purchase branded products? Rank these attributes in order of their importance to you.
Brand Name Price Easy Availability Transparent Cleanliness Others

3. What was the reason for the delay between the purchase decision and the actual purchase?
Financial constraints Waiting for more innovative product Waiting for market response

4. What influenced you to buy the above stated brand(s) ?

Advertising Word of mouth Attractive packaging Dealer Shop Display Family/Friend/Relatives Any Other

5. Influence of Brand name on purchasing decision

Agree Strongly Agree Disagree Strongly disagree

6. Influence of Quality on Purchase Decision Agree Strongly Agree Disagree Strongly disagree

7. Influence of Price on Purchase Decision Agree Strongly Agree Disagree Strongly disagree

8. Influence of Product features on Purchase Decision

Agree Strongly Agree Disagree Strongly disagree

9. Influence of Family members on Purchase Decision

Agree Strongly Agree Disagree Strongly disagree

10. Influence of Peer group on Purchase Decision

Agree Strongly Agree Disagree Strongly disagree

11. Influence of Advertisement on Purchase Decision Agree Strongly Agree Disagree Strongly disagree

12. Will you like to switch your brand preference if you get some promotional scheme with another brand? Yes No

13. Do you think branded products are better than unbranded products? Yes No

NAME OF THE RESPONDENT: ADDRESS: EDUCATIONAL QUALITICATION: OCCUPATION: AGE: MONTHLY INCOME: