Preview

Brand Awareness

Powerful Essays
Open Document
Open Document
2835 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Brand Awareness
Available ONLINE www.vsrdjournals.com

VSRD-IJBMR, Vol. 2 (8), 2012, 434-443

RESEARCH ARTICLE RESEARCH ARTICLE

Brand Awareness and Customer Preferences for FMCG Products in Rural Market : An Empirical Study on the Rural Market of Garhwal Region
1

Anupam Jain and 2Meenakshi Sharma*

ABSTRACT
The purpose of this study is to examine the brand awareness in rural area 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 Garhwal Region of Uttarakhand State is not an exception to it. To examine the validity of this general statement that is being discussed day in and day out by the researcher, market managers, producers, consumers, advertisers, etc., Research Paper on brand awareness in rural area of Fast Moving Consumer Goods in Garhwal Region of Uttarakhand is taken up. Keywords : Brand Awareness, Rural Area, Consumer Goods.

1. INTRODUCTION 1.1. Fast Moving Consumer Goods (FMCG)
Fast Moving Consumer Goods (FMCG) satisfies the elemental and day-to-day household needs other than grocery, ranging from packaged foodstuff, dairy products, cooking oil, bread, butter, cereals, beverages like tea & coffee, pharmaceuticals, confectionery, biscuits, glassware, stationary items, watches, toiletries, detergents, shampoos, skin care products, cosmetics, toothpaste, dish washing liquid, shaving cream, razor, batteries, shoe polish, energy drinks, soft drinks, clothing, furniture and household accessories to electronic goods like cell phones, laptops, computers, digital cameras etc. that are usually categorized as Fast Moving Consumer Electronics or FMCEs. A major portion of the monthly budget of each household is spent on FMCG products. The introduction of
____________________________ 1,2

Assistant Professor, Department of Management Studies, Dehradun Institute of Technology, Dehradun, Uttrakhand, INDIA. *Correspondence :

You May Also Find These Documents Helpful

  • Good Essays

    Amp 425 Module 1 Paper

    • 745 Words
    • 3 Pages

    The customers today have become more brand conscious and they prefer branded products over any other products available in the market. Customers have changed their preferences in terms of liking. The technological advancement and increasing use of e-commerce and internet have made the consumers information oriented. Youngsters prefer gathering information about the products and brands online rather than focusing on advertisements. The changing lifestyle of the consumers is also one of the forces. Consumers today look for brand who gives them best value.…

    • 745 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Aniruddh Kr Singh Faculty of Management Studies University of Delhi, India. Debadyuti Das Associate Professor, Faculty of Management Studies University of Delhi, India.…

    • 4852 Words
    • 20 Pages
    Better Essays
  • Better Essays

    Project Proposal

    • 930 Words
    • 4 Pages

    II] Malhotra NK(2007-2008), ‘Marketing Research (5th Edition)’, Prentice-Hall of India Private Limited, New Delhi, India.…

    • 930 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    Unilever in India – Hindustan Lever’s project Shakti – Marketing FMCG to the rural consumer…

    • 774 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    This report has been prepared to meet the partial requirement of the Marketing course of Bachelor of Business Administration (BBA) under Kathmandu University.…

    • 7468 Words
    • 24 Pages
    Good Essays
  • Satisfactory Essays

    Lux- Case Study

    • 728 Words
    • 3 Pages

    Unilever was created in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. Over the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. Over 90% of the country’s households use one or more of their products. To improve the market share Unilever Bangladesh give special focus to the rural market. But to do this they have faced lots of problem. To overcome those problem they have take different activation program. As a result of increased brand awareness, there have been considerable shifts in consumer preferences from loose (non-brand) to brand products. Rural consumers are increasingly opting for popular brands which have wide exposure as a result of extensive advertising campaigns And by this they are successful I the rural area. Unilever product is most popular in the rural market.…

    • 728 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    http://www.chillibreeze.com/articles_various/fmcg-in-india.asp Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion.…

    • 8879 Words
    • 36 Pages
    Good Essays
  • Powerful Essays

    Patanjali Case Study

    • 1928 Words
    • 8 Pages

    India is a country with a population of more than 1 billion people, 70% of this population resides in rural and semi-urban areas, where the reach and availability of foreign and MNC brands is limited, and the prices of their products are beyond affordability. However, the Patanjali range of products, have been made completely in India and are offered at low prices is the need of the hour. According to a study, some of the national and multinational fast moving consumer goods (FMCG) brands have started facing close competition from home-grown, and an absolutely ‘Swadeshi’…

    • 1928 Words
    • 8 Pages
    Powerful Essays
  • Satisfactory Essays

    The FMCG sector seems to have finally joined India Inc's growth party by posting surprising double-digit growth in sales in the past couple of years. With annual revenues of Rs 72,000 crore, it is the one of the largest sectors in the Indian economy. The industry's future prospects look bright, considering rising household incomes and the spread of modern retail. However, the per capita income level in India is still very low compared to the developed world. Besides, the penetration level of many products is also relatively low and several categories remain fairly unbranded. All these factors provide a huge untapped potential for the industry.…

    • 693 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Brand awareness plays a major role in a consumer’s buying decision process. The knowledge of an acquaintance or friend having used the product in the past or a high recognition of the product through constant advertisements and associations coaxes the person to make his decision in the favour of the brand.…

    • 1338 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Mayur

    • 11970 Words
    • 48 Pages

    I hereby declare that the CTS report entitled “Evaluating Brand Awareness and Customer Perception for Fast mix and Machete in Haryana” submitted for the partial fulfillment of the requirements of Post Graduate Diploma in Management (Agri-business and Plantation Management) of Indian Institute Of Plantation Management, Bangalore is my original work and not submitted in partial or full for award of any other degree, diploma, fellowship or similar titles.…

    • 11970 Words
    • 48 Pages
    Powerful Essays
  • Good Essays

    Rural Marketing

    • 9852 Words
    • 40 Pages

    (These are notes are for reference, if any topics are missing, please check your ref books)…

    • 9852 Words
    • 40 Pages
    Good Essays
  • Better Essays

    Brand Awareness

    • 1883 Words
    • 8 Pages

    Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behavior of a buyer. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used. Now days the brand awareness among the teenagers became increasing at a very fast speed. The main purpose behind this is the change in taste and preference of consumers.…

    • 1883 Words
    • 8 Pages
    Better Essays
  • Satisfactory Essays

    Research Methodology

    • 602 Words
    • 3 Pages

    The researcher has made an attempt to collect data which is representative of south mumbai. this scope of study was taken due logistical problems and also Mumbai is a miniature of Maharastra. All attempts were made to collect the datafrom different parts of mumbai. Thus the results of mumbai can be used for further studies with repect to maharastra and India. Also one more reason why this area under research was heterogenous in nature where all class people could be easily contacted. The research was done amongst all the consumers using Tata products.…

    • 602 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Creating Brand Awareness

    • 12098 Words
    • 49 Pages

    By submitting this assessment I confirm that I understand and abide by the CIM’s plagiarism and…

    • 12098 Words
    • 49 Pages
    Good Essays