Brand Equity Its Impact On Decision Making

Brand Equity& Its Impact on Decision Making : A Study w.r.
t Youth in
Selected Cities (Mumbai & Pune) and w.r.t FMCG Products
Dissertation submitted
To
D. Y. Patil University, Navi Mumbai

Department of Business Management
In partial fulfilment of the requirements for the award of the Degree of
Master of Philosophy
In
Business Management
Submitted by
RAJAM RAVI
(Enrollment Number: DYP-M.Phil-11009)
Research Guide
Professor Dr. Pradip Manjrekar
Dean
D.Y. Patil University, Navi Mumbai
Department of Business Management,
CBD Belapur, Navi Mumbai 400614
August 2014
Brand Equity & Its Impact on Decision Making :
A Study w.r.t Youth in Selected Cities
(Mumbai & Pune) and w.r.t FMCG Products
DECLARATION
I hereby declare that the thesis titled Brand Equity & Its Impact On Decision Making: A
Study W.r.t Youth In Selected Cities (Mumbai & Pune) And W.r.t Fmcg Products
submitted for the Award of Master of Philosophy in Business Management at D. Y. Patil
University, Navi Mumbai, Department of Business Management; is my original work and
the dissertation has not formed the basis for the award of any degree, associate ship, fellowship
or any other similar titles.
The material borrowed from other sources and incorporated in the dissertation has been
duly acknowledged.
I understand that I myself could be held responsible and accountable for plagiarism, if any,
detected later on.
The research papers published based on the research conducted out of an in the course of
the study are also based on the study and not borrowed from other sources.
Date: Rajam Ravi

Place : Navi Mumbai M.Phil. Scholar
Enrolment No: DYP-M.Phil. - 11009

CERTIFICATE
This is to certify that the dissertation titled "Brand Equity & Its Impact on Decision
Making: A Study w.r.t Youth in Selected Cities (Mumbai & Pune) and w.r.t FMCG
Productsis the bonafied research work carried out by Mr Rajam Ravi, student of M. Phil, at
D. Y. Patil University, Navi Mumbai, Department of Business Management, in partial

fulfilment of the requirements for the award of the Degree of Master of Philosophy and that
the dissertation has not formed the basis for the award previously of any degree, associate
ship, fellowship or any other similar title of any University or Institution.
Also certified that the dissertation represents an independent work on the part of the
Candidate.
Place : Navi Mumbai
Date:
Prof. Dr. R Gopal Prof. Dr. Pradip Manjrekar

Director& Head of the Department Dean & Research Guide
ACKNOWLEDGEMENT
I am grateful to D. Y. Patil University, Navi Mumbai, Department of Business Management
for giving me an opportunity to pursue M. Phil. I am especially grateful to
Prof. Dr. R. Gopal, Director and Head of the Department for his encouragement and guidance.
I would specially like to express deep gratitude to my Guide Prof. Dr. Pradip Manjrekar,
Dean, Department of Business Management, D. Y. Patil University, Navi Mumbai. It would
be no exaggeration to say that this research would not have been completed today without
his strong steady guidance and moral support.
I sincerely thank my family for allowing and supporting me to spend my free time on this
project work and thus have helped me in completing the project work successfully.
Last but not the least I sincerely thank my all my near and dear ones who have been directly
and indirectly instrumental in the completion of my dissertation.
Date: Rajam Ravi

Place : Navi Mumbai M.Phil. Scholar
Enrolment No: DYP-M.Phil. - 11009

CONTENTS
CHAPTER PAGE NO
TABLE OF CONTENTS 01
LIST OF TABLES 06
LIST OF FIGURES 11
EXECUTIVE SUMMARY 13
Research Gap 14
Objectives Of The Study 15
Types Of Research Design 15
Questionnaire Design 16
Sampling 16
Limitations Of The Study 16
Data Analysis 17
Conclusion 18
Recommendation 19
CHAPTER 1 : INTRODUCTION TO BRAND & BRAND EQUITY 24
Fast Moving Consumer Goods 26
FMCG Market In India 27
Modern Indian Youth - An Overview 28
Some Preliminary Concerns 29
CHAPTER 2 : LITERATURE REVIEW 33
Brand Loyalty And Brand Equity 33
Brand Awareness And Brand Equity 36
Brand Knowledge And Brand Equity 38
Perceived Quality And Brand Equity 39
Brand Association And Brand Equity 42
Purchase Decision And Brand Equity 46
1
CHAPTER PAGE NO
Post Purchase Behaviour And Brand Equity 49

Other Related Literature 51
Research Gap 63
CHAPTER 3 : OBJECTIVES, HYPOTHESES AND RESEARCH 65
Importance Of The Study 65
Statement Of The Problem 65
Objectives Of The Study 66
Hypotheses Of The Study 67
Research Methodology 69
Scope Of The Study 70
Area Of The Study 70
Demographics 71
Steps For Research Used 73
Selection Of Problem Area 73
Familiarity With The Current Theory & Research 74
Sources Of Data 74
Questionnaire Design 74
Sampling 75
Unit Of Analysis 75
Research Design 75
Types Of Research Design: 76
Pilot Study 76
Statistical Tools Used For Data Analysis 77
Limitations Of The Study 79
CHAPTER 4 : THE CONCEPTUAL FRAMEWORK
OF BRAND EQUITY 82
Brand Definition 84
Brands Versus Products 85
2
CHAPTER PAGE NO
Consumer And Customer 86
Visual / Verbal Perspective 87

Positioning Perspective 87
Value Perspective 87
Brand Image Perspective 87

Added Value Perspective 87
Perceptual Appeal Perspective 87
Personality Perspective 88
Brand Equity 88
Experts Views On Brand Equity 90
Customer Based Brand Equity 91

Brand Loyalty 92
Brand Knowledge 95
Brand Awareness 97
Perceived Quality 98
Brand Association 101
Purchase Decision 105

CHAPTER 5 : DATA ANALYSIS AND INTERPRETATION 112
Statistical Data Analysis 113
Testing Of Hypothesis 115

How Important Is FMCG In Youth Life 115
The Impact Of Brand Loyalty 119
Impact Of Brand Loyalty Among Demographic Variables 123

The Impact Of Stimuli For Changing Brand 128
The Impact Of Retailer Influence 136
Brand Knowledge (Rational Motive Of Using The Brand) 141

Brand Association (Emotional Motives) 148
3
CHAPTER PAGE NO
Impact Of Emotion On Brand Loyalty: 149

Brand Awareness 154
Impact Of Advertising On Brand Awareness 158
Impact Of Other Stimulants On Brand Awareness 158

Gifts & Sales Offer On Brand 175
Own FMCG Brands First In Consideration Set 180
The Impact Of Determinants As Perceived Quality 185
Brand Attribute 190
The Impact Of Attributes On Brand Choice 191
Impact Of Features On Brand Differentiation 197
Customer Expectation 201
Impact Of Consumer Expectation On Purchase Of Brands: 202
Self-Image 211
The Impact Of Self- Image On Brand 211
Comparison With Gender 216
Age Wise Comparison 218
Marital Status 219
Income-Wise 220
Personal Usage Experience 221
Impact Of Personal Usage Experience On Brands 222
Binomial Test 223
Consumer Values - (Perception & Beliefs) 231
Impact Of Perception And Beliefs On Brands 232
Consumer Attitude-Post Purchase Usage 243
Impact Of Brand Attitude 244
Value Expression 253
Impact Of Brand Attitude Among Gender 254
4
CHAPTER PAGE NO
CHAPTER 6 : MAJOR FINDINGS AND CONCLUSION 265
Findings 265
Brand Loyalty 265
Brand Knowledge - (Rational Motives) 267
Brand Awareness 268

Brand Attribute 270
Customer Expectation 272

Consumer Imagery 273
Personal Usage Experience 273
Consumer Values 274

Post Purchase Attitude 275
Value Expressive Functions 276
Conclusion 276
CHAPTER 7 : RECOMMENDATIONS 279
BIBLIOGRAPHY 283
QUESTIONNAIRE 295
5
LIST OF TABLE
SR. PAGE
NAME OF TABLE
NO. NO.
1. Growth of Mumbai and Mumbai statistics 71
2. Pune Demographic Statistics 73

3. Reliability Analysis from Pilot study data 77
4. Geographic Spread of the Respondents 113
5. Age of Respondents 113

6. Gender of Respondents 113
7. Marital Status of Respondents 113
8. Qualification of Respondents 114

9. Profession of Respondents 114
10. Income of Respondents 114
11. Distribution of Response for Importance of FMCG 115

12. Importance against demographic comparison 117
13. Gender wise Respondents for Change of Brand 120
14. Product wise with Duration of Respondents 121
15. Results of the test for Category wise Loyalty 122

16. Comparison of product category Loyalty with
respect to gender 123
17. Switch over of Brands by Respondents 124

18. Switch over of Brands by Respondents by Location 124
19. Switch over of Brands by respondents by Age group 125
20. Switch over of Brands by Respondents by Gender 125
21. Switch over of Brands by Respondents by Marital Status 125
22. Switch over of Brands by Respondents by Education 126
23. Switch over of Brands by Respondents by Profession 126
24. Switch over of Brands by Respondents by Income 127
25. Switch over of Brands by Product Category 128
6
SR. PAGE
NAME OF TABLE
NO. NO.
26. Impact of Stimuli to arouse Repetitive Purchase 129
27. Variance table for Changing Brands 130
28. Factors for Changing Brands 132
29. Mean Rank of Important Factors for Change of Brand 132
30. Analysis of Factors for not changing the Brands 133
31. Factor Analysis for Respondents
Remained with the Brand 134
32. Important Factors for Retention of Respondents 135
33. Mean Rank of Important Factors
for Retaining Respondents 136
34. Retailers wise Data Distribution 136
35. Retailer Data Distribution by Gender 137
36. Retailer Data Distribution by Location 137
37. Respondents rating distribution on Retailers 138
38. Important Factors for Purchasing from the same Shop 140
39. Mean Rank of Important Factors
for Purchasing from the same Shop 141
40. Motives for using Same Brand of Bathing Soap 143
41. Motives for Using Same Brand of Tooth Paste 145
42. Motives for Using same Brand of Powder 146
43. Motives for Using Same Brand for Biscuit 147
44. Motives for Using same Brand of Soft Drink 148

45. Rating of Emotional motives for
Repetitive Purchase of Brands 149
46. Location-wise comparison 150

47. Emotional motives rating by Gender 152
7
SR. PAGE
NAME OF TABLE
NO. NO.
48. Variables for Brand Awareness 156

49. Important Factor for Brand Awareness 161
50. Importance of Brand Name
for Brand Awareness by Location 161
51. Importance Brand Name for
Brand Awareness by Age group 162
52. Importance of Brand Name for
Brand Awareness by Gender 162
Brand Awareness by Marital Status 163
Brand Awareness by Education 164
Brand Awareness by Profession 164
Brand Awareness by Income 165
57. Brand Awareness by Print Advertisement by Location 166
58. Brand Awareness by Print Advertisement by Age group 167
59. Brand Awareness by Print Advertisement by Gender 167
60. Brand Awareness by Print Advertisement by Marital Status 168
61. Brand Awareness by Print Advertisement by Education 169

62. Brand Awareness by Print Advertisement by profession 169
63. Brand Awareness by Print Advertisement by Income 170
64. Brand Awareness by TV advertisement by Location 171

65. Brand Awareness by TV advertisement by Age Group 171
66. Brand Awareness by TV advertisement by Gender 171
8
SR. PAGE
NAME OF TABLE
NO. NO.
67. Brand Awareness by TV advertisement by Marital status 173
68. Brand Awareness by TV advertisement by Education 173
69. Brand Awareness by TV advertisement by Profession 174
70. Brand Awareness by TV advertisement by Income 175

71. Brand Awareness of gifts & Sales offer by Location 175
72. Brand Awareness of gifts & Sales offer by Age group 176
73. Brand Awareness of gifts & Sales offer by Gender 177
74. Brand Awareness of gifts & Sales offer by Marital Status 177
75. Brand Awareness of gifts & Sales offer by Education 178
76. Brand Awareness of gifts & Sales offer by Profession 179
77. Brand Awareness of gifts & Sales offer by Income 179
78. Consideration set of Own Brand by Location 180
79. Consideration set of Own Brand by Age group 181
80. Consideration set of Own Brand by Gender 181
81. Consideration set of Own Brand by Marital Status 182
82. Consideration set of Own Brand by Education 183
83. Consideration set of Own Brand by Profession 183
84. Consideration set of Own Brand by Income 184
85. Determinants of Perceived Quality by Location 186
86. Determinants of Perceived Quality by Gender 188
87. Importance of Attributes for Brand Choice by Respondents 192
88. Pre Purchase Expectation on Features 198
89. Pre Purchase Expectation on Features by Location 199
90. Pre Purchase Expectation on Features by Gender 200
91. Self-Image on Brand Choice by Respondents 212

92. Usage Experience of Brands by Respondents 223
9
SR. PAGE
NAME OF TABLE
NO. NO.
93. Usage Experience of Brands by Gender 224
94. Usage Experience of Brands by Age 225
95. Usage Experience of Brands by Gender 226
96. Usage Experience of Brands by Location 227
97. Usage Experience of Brands by Marital Status 229
98. Usage Experience of Brands by Income level 230
99. Perception and Beliefs on Brand by Respondents 232
100. Perception and Beliefs on Brand by Location 234
101. Perception and Beliefs on Brand by Gender 236
102. Perception and Beliefs on Brand by Marital Status 238
103. Perception and Beliefs on Brand by Income 239
104. Perception and Beliefs on Brand by Age wise 241
105. Post Purchase Attitude to Brand by Respondents 245
106. Post Purchase Attitude to Brand by Location 246
107. Post Purchase Attitude to Brand by Gender 247
108. Post Purchase Attitude to Brand by Marital status 249
109. Post Purchase Attitude to Brand by Age group 250
110. Post Purchase Attitude to Brand by Income 251
111. Value Expression for favourable
Brand Attitude by Respondents 254
112. Mean Value Expression by Location 260
113. Mean Value Expression by Gender 261
114. Mean Value Expression by Marital status 262
115. Mean Value Expression by Age group 262
116 Table No. 116: Mean Value Expression by Income 163
10
SR. PAGE
LIST OF FIGURES
NO. NO.
1. Brand Equity 89
2. Brand Loyalty Pyramid 94
3. Dimensions of Brand Knowledge 96
4. Brand awareness pyramid 100
5. The Value of Perceived Quality 101
6. The Value of Brand Association 103
7. Types of Brand Association 105
8. Distribution of Response for Importance of FMCG 115
9. Switch over of Brands by Respondents 124
10. Switch over of Brands by Product Category 128
11. Brand Value Pyramid 190
12. Self-Image on Brand Choice by Respondents 212
13. Usage Experience of Brands by Respondents 223
14. Perception and Beliefs on Brand by Respondents 233
15. Rotated component matrix 259
11
EXECUTIVE SUMMARY
12
EXECUTIVE SUMMARY
A comprehensive framework by Keller (1993) outlined the sources of brand equity by the way
of identifying what is in the consumers' mind through measuring brand knowledge. Brand
knowledge is an influencing factor to create identity to a brand among the customers. Here the
information given by Keller regarding brand knowledge comprises of brand awareness and
brand image. Brand awareness comprises of brand recognition and brand recall. Brand image
is the perception of consumer's knowledge; symbolic and experiential benefits and brand
attitudes. All those things are essential aspects for creating brand knowledge but the question is
how far these elements are helpful in developing brand equity and the parameters to measure
the brand equity through the brand knowledge. Hence, it is important to find the answer for the
above questions to make the study more meaningful.
Aaker (1996) presented a more extended framework in his exposition on strong brands. He
includes brand name awareness, brand loyalty, perceived quality and brand associations as the
important dimensions of brand equity. The information provided by Aaker can possibly give
further knowledge about customers' willingness to pay for different brands and a better
understanding of the competitive situations. How these different brand equity dimensions are
related, how important they are and in what order they influence each other, seems to be quite
indistinct question, judging by previous researchers.
Although brands have long had a role on commerce, it was not until the twentieth century that
branding & brand equity especially its important element brand association became so powerful
to control competitions. In fact, a distinguishing characteristic of Modern Marketing has been
its focus upon the creation of differentiated brands. Brand equity particularly Unique Brand
associations have been established using product attributes, user imagery, emotional benefits,
packages & advertising for consumer purchase decision making. The value of an established
brand is in part due to the reality that it is more difficult to build brands today than it was only
a few decades ago due to increased competition, changing life styles, preferences & technological
advent in young consumer mind.
13
Despite, often obvious value of a brand, there are signs that the Brand equity building process
is eroding, loyalty levels are falling & price is becoming more salient. Industries & outsourcing
companies are relocating manufacturing units to small towns for cheaper land.
Because of this flux of development a heterogeneous, huge, relatively affluent youth comprising
of upper class an ambitious middle & lower middle class has emerged. The growing affluence
is a combination of multiple factors- fewer overheads, minimum debts, low transport costs,
higher standards of living & higher job opportunities for youth members of the family.
Significantly the urban population has also maintained a growth rate for the past twenty years.
As per Census 2001 & 2011, the urban population has maintained a growth rate of more than
31% Maharashtra has 50.8 million urban population.
Through the study about the relevance of Brand equity the researcher has tried to measure the
effectiveness of Brand equity with the Modern youth in Mumbai & Pune cities and its impact
on in FMCG product category purchase decision. A research has been conducted to denote the
relevance of Brand equity in Modern youth pre & post purchase behaviour in Mumbai & Pune
cities.
Though the research finding reveals that FMCG product brands are important to youth life is
more than 50% - The brand environment of five or ten years into the future are unanswered -
what associations should the brand have? In what sub product categories should the brand be
competing? What mental image should the brand stimulate in the future?
Research Gap
Though enough research has been done in various aspects of consumer behaviour pattern due
to influence on brand equity it is found no research has been carried on Indian youth especially
on FMCG brands that too in the cities of Mumbai & Pune. Also it is observed such research has
not been carried out in the age group of 21 to 40. In this rapidly changing & overly exposed
Indian Diaspora, it is difficult to keep track of their behaviour towards Brand equity w.r.t FMCG
products & its impact on purchase decision. It's the most prominent aspect, what do they perceive
& how do they decide buying in low involvement product category.
14
This study therefore is systematically organized & scientifically analysed. So the research
study is concerned about the influence of brand equity w.r.t selected FMCG among the youth
for their purchase decision making w.r.t. Mumbai and Pune cities.
Objectives of the Study
1. To study about the importance of brand and brand equity w.r.t brand loyalty, brand
association, brand awareness and perceived quality in the changing life style of the
modern youth in selected FMCG in Mumbai & Pune cities.
2. To study the difference in repetitive purchase behaviour among youth in spite of
various stimulant effects and retailers influence.
3. To study the ability of youth in identifying the differentiation of their brands in spite of
impact of advertising & other stimuli in the selected FMCG.
4. To study the pre purchase expectation of youth & single attribute's influence on the
purchase decision of FMCG.
5. To study the impact of self-image on using FMCG among youth and also the existence
of relationship of with them.
6. To study the favourable attitude towards selected FMCG on the post purchase usage
among youth.
7. To examine about the impact of rational, emotional, & self-expressive motives and
its reinforcement effect on brand equity on FMCG & its congruence among youth
gender.
Types of Research Design
The Research design is exploratory research & is based on the specific nature if the problem of
investigation. A review of literature concerning subject matter of relevance of Brand equity
w.r.t. Modern youth towards selected FMCG investigation is undertaken. The hypothesis formed
by earlier researcher was examine & evaluated & reviewed for new investigations. The design
takes into consideration the perceptions & experiences of young respondents in Mumbai &
15
Pune. The researcher devoted a significant portion of his work on exploratory studies as little is
known about the problem being examined. The idea is to clarify concepts & investigator How
the Modern youth are influenced by the different forms marketing efforts & explanation with
their behaviour towards attributes, emotion & self-concept.
Questionnaire Design
Researcher used open ended & close ended well-constructed questionnaires & Schedules for
conducting the survey & pilot study
This research entirely depends on both primary and secondary data. As established in the pilot
study, the primary data is collected through the well framed questionnaire comprising optional
type and Liker's 5 point scale type questions. The questionnaire is divided in to 3 major
subdivisions namely demographic details, product details and elements of brand equity. The
first part consists of optional type questions to ascertain the details of demographic backgrounds
of customers of FMCG in Mumbai & Pune. This section is useful in ascertaining place, gender,
age, education, occupation, income, number of family members etc. The second part gives
complete details about various FMCG, their brand names, purchase outlets and various reasons
for brand switching etc.
Sampling
A proportionate convenient sampling method was employed to collect various perceptions of
customers of FMCG with regard to the various elements of brand equity. In Mumbai and Pune
with significant dense population 1200 respondents have been chosen proportionately covering
Mumbai city - Western, Central, and Harbour & Pune. Out of 1200 samples only 1150
respondents completed questionnaire properly. Among those 1100 respondents only 1100
respondents' responses were found suitable for the analysis purpose.
Limitations of the Study
This study is restricted to Mumbai & Pune cities only.Pune&Mumbai consist of customers
with maximum semi urban and metro background. The results derived from the analysis may
or may not be suitable for the rural & other part of Maharashtra cities.
16
Time and fund constraints were the major limitations to the study and forced to restrict the
respondents with in a stipulated time.
The study covers only some selected items of fast moving consumer goods. The results obtained
from the study may or may not be applicable for other type of product.
The information provided by the respondents is purely based on their memory only. The quality
and reliability of the data collected are depending upon the memory recall of the respondents.
Data Analysis
Since the p-value for the Binomial test is 0.000, it indicates that we should reject null hypothesis
and conclude that proportion of respondents who feels that FMCG products are very important
in their life is more. The importance is also tested with different demographic factors, since
demographic factors may have influence on importance of FMCG.
The demographics variables clearly indicate in the research a FMCG brands play a vital in
their life. Nevertheless, there is a significant association in certain variables but the gender
does not associate any significance in age & gender if selected FMCG.
Since p-value is less than that of 0.05, one can conclude that there is association between
loyalty and gender of the person.
Since the total Chi-square calculated value is 59.67314 (p-value =0.00000003 < 0.05)greater
than that of table value 21.026 at 5% level of significance, it indicates that one should reject
null hypothesis and conclude that there is significant association between the FMCG product
type and duration of use. To find out which of this type of category significant, we carried out
individual chi-square value for every type of FMCG. The Chi-square value is significant for
the Bathing Soap, Tooth Paste and Washing Powder.
The proportion of respondents changing their brand within 4 years and more than 4 years is
compared using binomial test. The results are significant for all categories except bathing soap.
We even ranked them for the loyalty on the basis of observed proportion. It indicates consumers
are least loyal for bath soap and highest loyal for tooth paste.
17
Since p-value is greater than that of 0.05, one can conclude that there is no association between
loyalty and age groups of the person.
Since p-value is greater than that of 0.05, one can conclude that there is no association between
loyalty and marital status of the person.
Since p-value for chi-square is less than that of 0.05, it indicates that reject null hypothesis and
conclude that there is routine purchase behaviour of youth from the same shop on consistent
positive reinforcement from the shop keeper. We compared these with respect to Gender and
Location.
Since p-value for chi-square is less than that of 0.05, it indicates that the emotion components
of the Brand do facilitate the task of repetitive purchase of the Brand among the new age
consumers.
Since the p-value for binomial test is less than that of 0.05, indicates that proportion of
respondents those agree that they are totally aware about the brand name, price, logo of their
brand which helps respondent to understand the difference between their brand and other brands.
Hence we reject null hypothesis H07 and conclude that the young consumers are familiar with
the difference between their brand and the competing brands in spite of advertising exposure.
Conclusion
From the statistical data analysis, it is found that how far modern youth is influenced by the
Brand equity in the Mumbai & Pune district. Despite often obvious value of brand, it is believed
that there are signs that the brand building process is eroding and factors such as marketers
emphasize on sales promotions & price are becoming more salient in the low involvement
selected FMCG. How far such reaction of marketers have impact on modern youth on pre and
post purchase behaviour.
The Brand Equity of FMCG is built by the basic fundamental building elements of brand
awareness, brand knowledge, brand loyalty, perceived quality, brand association, pre purchase
decision and post purchase behaviour. But the brand equity is sequentially directly built by the
formation of brand loyalty also. The outgrowth of brand loyalty emerges in the form of brand
18
equity as a marketing transformation of awareness, knowledge, perceived quality, association,
purchase decision and post purchase behaviour. The predominant factors of these elements
bring out the elementary regulations in the process of consumer perceptions, attitudes, self-
image and customer expectation and their level of satisfaction of FMCG.
In all the consumer behavioural aspects success and failure of brand loyalty alone decides the
brand prominence of any product. The study concluded that the measure of brand loyalty is
important to identify the popularity of a brand as well as its volume of sales. In this context the
brand equity is vital in the study as a powerful estimator to predict the effects of brand loyalty
and brand association.
The perceived quality followed by purchase decision and post purchase behaviour with optimistic
impact on customers creates the brand loyalty phenomenon in their mind spectrum. The
continuous and steadfast fixation of brand loyalty on the mind spectrum of customers is achieved
only through brand equity. The multiple phenomenon varies from
Product category to product category based on the need, utility and performance of the product.
The various elements of brand loyalty have strong relationship among them and such a
relationship reinforces the association of the brand with the customers.
The existence of brand equity has opportunities on the purchase behaviour of youth which are
exactly and empirically determined in the study. It is concluded that a maximum of 60.8 % of
brand loyalty among customers indicated that the existence of brand equity on FMCG brands
among youth. The existence identification is useful for the marketers to employ the various
brand strategies to maximize the market share & sales. Once the brand equity is established it
will ensure lucrative sales of a particular brand of the manufacturer, otherwise the nonexistence
of brand equity indicates the failure of the brand.
Recommendation
A brand is not a name or accessory added at the end of the production process. It is a value that
needs to be considered at each and every step of the creation of product. Branding is that a
19
differentiating factor that ensures the success of an organization in a highly competitive and
product cluttered India. A brand is a perceptual reality for the consumers.
Consumers draw strength from the superior value associated with the perceptual entity of the
brand. The brand perspective thus, decides the fate of the FMCG brands in market place. The
growing importance of brand equity can be gauged by the fact that the focus of the corporate
mergers. If a brand is successful in creating an image in the minds of the consumers and develops
a certain following among the target audience, because of awareness, perceived quality, etc.
that it managed to create, then the consumers do not mind paying a high price for the brands
and companies can avoid price competition.
Irrespective of gender, the youth have brand loyalty on FMCG. However, the brand loyalty
level is high on bathing soaps, tooth paste and washing powder. At the same time it is not that
high level on biscuits and soft drinks. However, in tooth paste brand loyalty is the highest.
Hence, marketers shall have to emphasize by creating new dimensions to retain youth. Similarly,
the brand loyalty does not have significance on the demographic variables of age group, marital
status and education. Hence, marketers shall have to identify the reasons for not being loyal on
these variables and correct it. The brand loyalty becomes much weaker among the youth due to
brand advocacy, periodical addition of new variants, poor brand visibility, suggestions from
friends to switch over. But brand loyalty becomes stronger due to reasons such as no strong
reason to switch over to other brands, no attractive offers from other brands, unbelievable
promise offered and difference felt using other brands. The youth are not influenced by the
retailer's recommendation.
There is consistency on their behaviour in spite of influence from retailers on the demographic
variables of gender and location. The main reason for youth to buy their own brand on the
shape is availability of their brands followed by fresh stock. So marketers shall have to replenish
the stock and never run out of stock.
Brand loyalty as an attitudinal dimension, is also identified as the tendency to be loyal to a
focal brand, which is demonstrated by the intention to buy that as primary choice.
20
Brand knowledge can influence the brand equity as the understanding that the consumers have
about the brand in terms of brand awareness and brand image through rational and emotional
motives.
The awareness of brand knowledge among the youth are high on the rational motives such as
moisturizing, keeping the body clean and neat and lasting effectiveness cake in bathing soap.
In the case of tooth paste rational motives, arresting bad breath, giving freshness and
strengthening gums again the knowledge are high. Where as in the case of washing powder the
knowledge rational motives such as less water consumption and giving new look to fabric are
high. Similarly, in biscuits youth are knowledgeable about nutrient value followed by reduction
of hunger and similarly, in soft drinks the knowledge is high on availability, family pack size
and it is for youth.
In FMCG, the emotional components as brand association of the brands do stimulate the task
of repetitive purchase of the brand. Hence marketers shall have to develop emotional connect
of the brands with the youth. Since consumers can have more than one connection and these
connections act as the building blocks that lead to developing brand equity.
Brand awareness is an important component of brand equity as it has impact on consumers'
perception and attitude towards a brand. Also consumers have their own opinion of their brands.
Here, the youth are fully aware with difference between the competing brands in spite of their
advertising exposure. It is found that the youth on age wise, gender wise and income wise have
significant impact on brand name. So marketers shall have to ensure the consistent awareness
to be maintained on the demographic variables of age, gender and income wise. Also it is
found that television ads create more awareness. So marketers shall have to plan and insert ads
based on the viewership pattern of various television serials.
Consumer's perception of the quality of brand result in their preference for it over other competing
brands which lead to higher brand usage and worthiness of paying for it. So, gender wise it is
found that in the purchase situation youth are not faced with difficulty in perceptual judgment
except on long lasting effectiveness, defect free and consistent delivery of brand promise.
21
The youth in buying situation, have a tendency to evaluate one attribute. Marketers shall have
to identify the most important attribute and develop stimulants to distort reactions to its other
attributes. However, the attributes shall vary depending on the product category.
Consumers have pre purchase expectations on features and other marketing factors such as
availability, price, quantity, modernizing it and product innovation etc. So a brand strategist
shall have to focus the importance on the above while building brand equity.
Self-image plays an important role with the youth while adoring the brand. Hence, brand
strategist, shall have to put efforts in self-reflection after adoring the brand, it should project
enhancing their look, smartness and empowerment. It is also essential that necessary attention
shall have to be focused by the brand strategist towards personal experience while using or
after usage of the brand.
Therefore while developing constructs for brand equity, the brand strategist should look in to
cues that drive sale of the brand. If the brand equity fails, then, it shall have impact on the
strength of the brand leading to decline of sales and profitability.
22
CHAPTER 1
INTRODUCTION TO BRAND
& BRAND EQUITY
23
CHAPTER 1
INTRODUCTION TO BRAND & BRAND EQUITY
Branding has been ground for centuries as a means of distinguishing the foods or services of
one producer from there of others.
According to American Marketing Association -"A Brand is a name, term, sign, symbol or a
design or a combination of them intended to identify the foods of services of one seller or
group of sellers & to differentiate them from competitors".
A Brand is not a physical entity but something resides in the mind of the customer. It means it's
a perceptual entity that may reflect the perceptions of the customer towards the object. Branding
helps in creating differences giving it a name & using other Brand elements that help identify
it, gives them reason why they should purchase the same brand. Consumers may evaluate the
identical product differently depending upon how effectively it has been branded. A satisfied
customer will result in loyal customer to the brand.
We are living in the era of globalization where competition has become an inevitable part of
life, not only products. Benefits of Branding to the customer are (i) identification of source of
products (ii) Risk & search cost reducer, (iii) Sign of quality etc. A Brand can engage a customer
to the market by value proposition, so it is a loyalty generator.
The Equity word has originated from the financial world. It stands for investment or property.
Several authors have looked at brand equity from the financial viewpoint. Financial valuation
of the brands focuses it as long term assets and served as an important purpose in marketing.
Extending the financial paradigm to the marketing context has, however created several
ambiguous expectations (Das 1998). To keep parity with the financial notion perhaps, researchers
have tried to define brand equity in marketing as a single measure using words that are
synonymous with financial terms. Thus, equity is defined as the worth of the brand or the
'added value' endowed by the brand name to the product (Farquhar 1989). The financial approach
of measuring brand equity will be helpful for the marketers to show the brand value in balance
24
sheet and other financial statements. One cannot see strong evidence that helps to improve or
retain the market potentials of a brand. The ultimate users of the brands are customers, it is
essential to create a value for brand among them, so the marketers should consider imposing
brand knowledge. Hence, it is believed that the marketers drift that strategies towards brand
knowledge and their imprints on the customers in a very high competitive market place in
particular FMCG market brand knowledge of the customer is imperative.
A comprehensive framework by Keller (1993) outlined the sources of brand equity by the way
of identifying what is in the consumers' mind through measuring brand knowledge. Brand
knowledge is an influencing factor to create identity to a brand among the customers. Here the
information given by Keller regarding brand knowledge comprises of brand awareness and
brand image. Brand awareness comprises of brand recognition and brand recall. Brand image
is the perception of consumer's knowledge; symbolic and experiential benefits and brand
attitudes. All those things are essential aspects for creating brand knowledge but the question is
how far these elements are helpful in developing brand equity and the parameters to measure
the brand equity through the brand knowledge. Hence, it is important to find the answer for the
above questions to make the study more meaningful.
Aaker (1996) presented a more extended framework in his exposition on strong brands. He
includes brand name awareness, brand loyalty, perceived quality and brand associations as the
important dimensions of brand equity. The information provided by Aaker can possibly give
further knowledge about customers' willingness to pay for different brands and a better
understanding of the competitive situations. How these different brand equity dimensions are
related, how important they are and in what order they influence each other, seems to be quite
indistinct question, judging by previous researchers.
The lack of distinction is presumably due to the fact that different researchers have studied
brand equity on different levels and with focus on numerous product categories. Hence, it is
important to find out the answers for the questions above mentioned and to make the concept
clear especially among modern youth in India.
25
Most of the current brand equity measurement approaches are having some kind of limitations
such as providing measures of segment level or unavailability of sub components or based on
past consumption or not based on individual components or unrealistic product category. Hence,
developing further insights into the measurement of customer based brand equity is important
in the face of the creation of brand, because branding is a powerful means of differentiation.
Differentiation is one of the key competitive positioning strategies. A brand is said to be strong
only in the case of customers remain with the brand in spite of the competition and other
pressures.
A consumer shall be loyal to a brand when attaining complete satisfaction in all regards. Brand
loyalty is actually at the core of most strong brands and can be considered to be the most
important assets of such brands. But the thing is how loyalty factors are identified and what are
the elements involved in building brand loyalty. Hence, the researcher formed a way that
comprises of both Aaker and Keller's well-known brand equity models. The current study
considers brand loyalty as the unique component of brand equity controlling the effects of
other common sub-components such as brand awareness, brand knowledge, perceived quality,
brand association, pre purchase decision and post purchase. The brand equity would be an
outcome derived from the consumer's response that enables a brand to live long in the mind
spectrum of consumers in spite of the intensive competition. There are many studies related to
brand equity available but there is a lack of research works on customer based brand equity of
FMCG which are used by all groups of people. Due to globalization and liberalization, multi-
national companies are highly paying attention to market their commodities in the developing
countries like India. There is a stiff competition from the local manufacturers to meet up the
needs of FMCG consumers. Hence, in the present research study, the researcher considers fast
moving consumer goods only.
Fast Moving Consumer Goods
Products which have a low consumer involvement turnover, and low value are known as Fast
Moving Consumer Goods (FMCG) which are frequently purchased or impulsively purchased.
The products under which are in daily use such as toiletries, soap, cosmetics, tooth cleaning
26
products, shaving products and detergents, as well as other non-durables such as glassware,
bulbs, batteries, paper products, etc. can be considered as FMCG.. These may also include
OTC-pharmaceuticals, packaged food products, soft drinks, tissue paper, and chocolate bars
etc. Fast Moving Consumer Goods (FMCG) are also known as Consumer Packaged Goods
(CPG).
FMCG Market in India
India is the fourth largest in the economy & its FMCG Market size is roughly `200,000 Crores
(Cr) as per A.C. Nielson report on Economic Times (E.T.) on 1st Feb.2013. Even a small rise in
the disposable income of India's 350 mm strong middle income consumers will bolster growth.
These middle income consumers form a vast majority of contribute 40-45% to FMCG in India
has a strong & competitive MNC presence. It is forecast that the FMCG Market will reach to
`200,000 Cr by 2015. The main product categories are - personal care (oral care, hair care,
toiletries, soaps, cosmetics etc.) house hold care - (Scourer, fabric was, mosquito repellents
Aur care, floor & Toilet cleaners), branded packaged food & beverages (MFD, Soft Drink,
Staple, cereals, dairy products, bakery etc.) & Tobacco & Alcohol etc.
As per Boston Consulting Group (BCG) & Confederation of Indian Industries (CII) release on
Business Standard (B.S) 17th June 2013, FMCG players will have to deal with consumer
performances shifting rapidly due to increasing choice, & access to information. Validity in
commodity prices & the emergence of new competitors have squeezed margins forcing most
players to cut costs in order to protect earnings uncertainty can however create opportunities.
One of the factors feeding uncertainty is the emergence of new competitors fragmentation in
prices, has increased across industries in India. Regional players, too have begun expending
their presence & are planning to ramp, up their product portfolios as well as geographical
reach. The study further reveals that regional variations in consumer preferences captured
during product design. Today size of the laundry market is `15,000 Cr but per capita consumption
of laundry products in India is almost half of the china i.e. `110 & similarly organized Biscuit
Market is around `14000 Crs. which is segmented as Glucose, Creams & Cookies, & Crackers.
27
The changing consumer mind set is rippling across products & categories. The data tracked by
Research Agency International Market Research Bureau (IMRB) shows that urban consumers
are significantly cutting their spending on how as one could see negative growth from Jan-
Dec-12,@8% on personal care, @4% on Household care & similarly tooth paste @4% &
@7% on Food & Beverages & consumers hit by the price rise are down trading to cheaper
groceries particularly in categories such as soaps, detergent & personal care as per the report of
B.S. 12th Sept 2013. It looks Indian are checking their spend on personal & food products as
inflation & overall slowdown put pressure on house hold budgets.
Modern Indian youth - An Overview
Two words, multiple and challenging, can be used to pithily describe India. To say that there
are multiple religions, languages, cuisines, ethnicities, dress styles, ecosystems, markets, political
organizations, customs, sports, film traditions, music preferences, etc., is to state the obvious
and yet one cannot avoid beginning any discussion of India by stating this truism if only to
dissuade the enthusiast who wants to offer an essentialist view of India. Trying to present any
one of these worlds is hence a big challenge since the sweep of easy generalization is unavailable
and yet we have to offer some less easy generalizations if only to explain the causal processes
involved.
What is true for the larger canvas is also true for the world of Indian youth, a fascinating
section of the population that is existentially located across different regions, social groups,
economic segments, educational levels, and even sartorial choices. There are multiple worlds
in which youth reside. These worlds socialize them in different ways. The worlds are not static
since they too have been impacted by the processes of modernity and the forces of globalization.
The challenge that we confront is, therefore, to map the dynamics of this change, to see how
the processes that are producing transformation are being refracted through the lens of Indian
youth. After recognizing that there are multiple life-worlds, and multiple responses to the
encounter with modernity and globalization, we have, here, set about exploring the world of
Indian youth. This report is the first product of that exploration. Attitudes of Indian youth is
therefore valuable to understand the present and also to prepare for the future.
28
India offered itself as an ideal location because it is currently on the threshold of a significant
'demographic dividend', a historical chance for the society and polity to convert an unharnessed
resource into a major societal asset. In recent times studies have established a positive association
between what is termed the age structure transition (specifically, a rising share of working age
people in a population) and economic growth in India and China. Indeed, demographers and
economists have predicted higher growth prospects for India compared to China over the next
thirty years, since, as they put it, the effect of the fertility decline and the bulge of population
age cohort in the working age group will sharpen in India in the coming decades. According to
current estimates, India is - and will remain for some time - one of the youngest countries in the
world. The following population figures from the World Bank gives a clear picture of the
potential of India's demographic dividend. In 2000 India, Brazil and China had nearly 34% of
their population as youth as compared to less than 28% in Germany and the USA. In 2020
India alone will be 34% while all the other large countries will have dropped below 31%
including China which will be 28.5% (see Appendix). In 2020, it is estimated, the average
Indian will be only 29 years old, compared with the average age of 37 years in China and the
US, 45 in west Europe and Japan. This demographic process entails a massive and growing
labour force which, it is held, will deliver profound benefits in terms of growth and prosperity.
The changed age structure of India's population also means an overall younger population as
something more than simply a statistical fact since it has political and social consequences for
India and the world. Exploring the attitudes and perspectives of India's young population,
therefore, becomes as much an exercise of historical curiosity as it is a political necessity.
Some Preliminary Concerns
The study began with trying to sort out a big definitional issue. Who would be considered as
youth? Would age be the sole criteria, or personal and social responsibility, or autonomy from
family, or marital status, or individuality of personality, or preferences with respect to lifestyle,
etc.? We found ourselves in the middle of a complex cultural conundrum and finally that had
been constituted to steer the project, researcher decided to limit our definition of youth to only
29
the age cohort. Here too we had a problem since youth in India, as officially recognized by the
Government of India, is all those in the age group 15-35.
Youth is changing, with respect to values, perception, language, sartorial sense, aesthetics, etc.
While the experience of being young is universal it takes different forms, partly cultural and
political, partly personal and biographical. Indeed, with particular reference to the latter, it is
important to recognize that people everywhere negotiate culture (or rather cultural processes)
in terms of the cognitive and material resources available to them perceptions that need to be
taken seriously in any negotiation of the space of modern India.
Indeed, since the late 1990s, there has been some recognition of the idea that the visions and
ideals informing the young in India possess a crucial significance in the contemporary context
of liberalization and globalization. There is above all a consistent and systematic concern to
show how Indian youth, across locales and different contexts, are active agents - in different
ways and with varying force - in the construction of the meanings and forms that make up their
worlds.
A strong candidate for visually representing the new world of youth in India was the idea of a
pair of jeans: blue jeans, black jeans, studded jeans, jeans with patch pockets, jeans with
messages, jeans, jeans, and jeans. They have become a ubiquitous symbol of youth in India,
from the large village, to the small town, to the big city; from the designer, to the fake designer,
to the locally crafted. They suggest connection with the global and also perhaps, because of an
abundance of local brands and local designs, and the local cultural contexts in which they are
situated, that such a connection should not be overstated.
But jeans lost out to the picture, courtesy the Hindustan Times, which shows young women
campaigning for the Taj Mahal to be one of the wonders of the world on the UNESCO list. The
young women have their faces painted white and in the shape of the Taj Mahal. They appear to
be lower middle class girls as can be seen in their hairstyles and their dresses. And yet they
have about them a feisty air of participation, even vigorous participation in the campaign to
win for the Taj its rightful place.
30
The through and with youth icons from sport and the film industry becoming the models for
youth. Jeans, metaphorically, seems to have captured the imagination of Indian youth. Although,
in the world of dressing and fashion, youth seem to want to express their individuality and
appear to be unconstrained by cultural mores. Anxiety and Aspiration shows that Indian youth
have both very high levels of anxiety and high levels of aspiration. The aspect is the relationship
of youth to modernity. If youth, in the West, are generally regarded as the flag-bearers of
modernity, in India too they seem to have evolved a bi-cultural identity having elements of
both local identity and global identity.
31
CHAPTER 2
LITERATURE REVIEW
32
CHAPTER 2
LITERATURE REVIEW
The research on brand equity is fragmented, as it has been studied in several contexts with
different product groups. The researchers in this field have identified some common factors
which provide some conceptual clarity about brand equity. The concept of brand equity is
solely based on various elements, factors and attributes of products. In the present research, the
researcher identified and reviewed most influencing factors of brand equity such as brand
loyalty, brand awareness, brand knowledge, perceived quality, brand associations, purchase
decisions and post purchase behaviour. Through this literature review, the assumptions, views
and dimensions evident in the most central research on customer based brand equity are identified
and the same has been arranged in a systematic order.
Brand Loyalty and Brand Equity
Brand loyalty is considered as one of the major element of building brand equity in study. It is
the primary factor which creates customer based brand equity because the customers are loyal
to their brand only in the case of complete satisfaction and trust. The following literature are
outcome of the various researches related to brand by various researchers.
Pokorny (1995) offered a two-step procedure in managing brand equity. First, the use of
consumer research to determine what he calls the "core competencies" of brand image. These
core competencies were the consumer perceptions of the brand personality and attitudes that
cause the consumer to become loyal customers. Second, the company needs to identify those
brand relationships that will incrementally built customer loyalty. After obtaining the ways of
building brand loyalty the research naturally possess what are the different context in which
brand equity can be placed in the minds of customers.

Chaudhuri (1995) discussed the theories of double jeopardy and brand equity. Results indicated
support for both theories of brand equity and double jeopardy since both direct and indirect
relationships were found between attitudes/ habit and brand equity outcomes. The indirect
relationships were mediated by the concept of brand loyalty. Hence it is essential to know the
relationship between attributes / habits and other brand equity constructs.
33
Lyong Ha (1998) integrated three aspects of brand loyalty, and investigated the relationships
among several antecedents of behavioural brand loyalty by introducing the theory of reasoned
action. Eight conditions of unit brand loyalty had different levels of brand loyalty shown by the
consumers. When attitude, subjective norm and purchase behavioural were all consistent and
favourable, the maximum level of unit brand loyalty will be realized.
Knox and Walker (2001)developed a measure in which both brand commitment and brand
support were found to be necessary and sufficient conditions for loyalty to exist. Based on this
measure, four consumer purchasing styles were identified and characterized as 'loyal', 'habitual',
'variety seekers' and 'switchers'. The strategic of segmenting grocery markets on this basis
were discussed in both the context of the marketing of brands and managing brand equity.
After identifying the purchase behaviour there is a need for a research to evaluate the post
purchase behaviour and its elements because post purchase behaviour is one of the factor
which affects brand equity.
Quester and Lim (2003)examined the link between product involvement and brand loyalty.
The factor structure of involvement was found to vary between the two product categories
(sneakers and pens). Furthermore the link between product involvement and brand loyalty was
found to involve different aspects of product involvement for each of the products concerned.
Hence, future researchers in the area should be mindful that product involvement and brand
loyalty were not universal constructs: they should be examined within specific consumer and
product parameters.
Schoenbachler, Gordon and Aurund (2004) investigated a possible avenue for building brand
loyalty that was not directly related to the marketing of the product - attracting individual
investors in the brand's corporate parent. A survey of over 500 individual investors revealed
that individual investors do tend to buy brands from companies in which they hold stock, and
investors may buy stock in a company because they had experienced with the brand. In contrast
with brand loyalty, where consumers will not buy competitive offerings, individual investors
indicated they would buy competitive offerings, suggesting that stock ownership was more
likely to lead to repeat purchase behaviour, but not brand loyalty.
34
Merisavo and Raulas (2004) examined the effects of e-mail marketing on brand loyalty and
also revealed the kinds of e-mail content valued by consumers. Data were gathered from 890
consumers, who were users of a multinational cosmetics brand and had received regular
permission-based e-mail messages from the marketer. Results reveal that regular e-mail
marketing has positive effects on brand loyalty. E-mail-activated consumers visited retail stores.
Consumers exposed to e-mail marketing recommended the brand to their friends. Loyal
customers appreciated regular communication and various other information content from the
brand more than mere offers. These results encourage marketers to keep in frequent contact
with customers via e-mail with the aim of enhancing brand loyalty. It was proved that
communication was an integral part of building brand loyalty. In future, the research may be
focused towards other dimensions of brand loyalty also.
Atilgan, Aksoy and Akinci (2005)examined the practicality and application of a customer-
based brand equity model, based on Aaker's well-known conceptual framework of brand equity.
The study employed structural equation modelling to investigate the causal relationships between
the dimensions of brand equity. It specifically measured the way in which consumers' perceptions
of the dimensions of brand equity affected the overall brand equity evaluations. Data was
collected from a sample of university students in Turkey. The study concludes that brand loyalty
was the most influential dimension of brand equity. Weak support was found for the brand
awareness and perceived quality dimensions. After identifying that the brand loyalty was a
most influential dimension of brand equity, naturally there was a need to find the factors involved
in the brand awareness and perceived quality for strengthening its influence on brand equity.
Brink, Gaby Schroder and Pauwels (2006)conducted a study with two objectives. The first
objective was to find out to what extent consumers reveal an effect of strategic and tactical
cause-related marketing on brand loyalty. Second, the article seeks to assess the moderating
role of consumer involvement with a product on the relationship between cause-related marketing
and brand loyalty. The results show that consumers perceive a significantly enhanced level of
Brand loyalty as a result of strategic cause-related marketing as long as the firm has a long-
term commitment to this campaign and the campaign is related to a low involvement product.
35
Consumers do not exhibit a significant impact of tactical cause-related marketing campaigns
whether related to high or low involvement products on brand loyalty.
Gil, Andres and Salinas (2007)analysed the source of consumer- based brand equity and its
dimensions by evaluating information of a brand provided by both the family and the firm (via
price, promotion and advertising spending). Results prove that positive brand information
provided by the family had effects on the formation of brand awareness-associations and
perceived quality, and this may lead in turn, to brand loyalty and overall brand equity. The
effects of the information provided by the family were higher than those of the marketing
variables studied. Results also show that brand loyalty was much closer to the concept of
overall brand equity than brand awareness-associations and perceived quality. Hence there is a
need to study the impact of purchase decision and post purchase behaviour.
Paswan, Spears and Ganesn (2007)focused on the feeling associated with being rejected by the
preferred service brand, and its effect on consumer assessment of the alternate brand. The
findings revealed that the consumers who do manage to get their preferred service brand tend
to be more satisfied with the features of the obtainedbrand and exhibit higher levels of brand
loyalty towards that brand. In comparison, consumers who end up with a service brand that is
not their first choice seemed to have lower levels of satisfaction with and loyalty towards the
obtained brand.
Brand Awareness and Brand Equity
Brand awareness is considered as one of the indispensable factors of building blocks of customer
based brand equity. The awareness will be created among the customers by the way of creating
remembrance and identification about the brand in many ways. The following are the various
literature related to brand awareness.
Yoo and Donthu (2002)explored the cross-cultural generalization of Yoo et al's brand equity
creation process model. The results revealed which marketing efforts and brand equity
dimensions had invariant effects on brand equity. Specifically, brand loyalty and perceived
product quality do not have an invariant effect on brand equity, while brand awareness/
associations had an equivalent effect. Hence, it is essential to evaluate the brand awareness/
36
association characteristics, because such a thing may explore the brand loyalty and perceived
quality attributes.
Baldayr, Cravens and Binder (2003) evaluated the consequences of brand equity management
was one of the most important measurement issues for intangible assets in the new economy.
Results indicated strong support for measures of brand awareness as antecedents of firm
performance, customer value and willingness to buy. Ye and Raaij (2004)extended the concept
of brand awareness to 'awareness sensitivity and biases' and the concept of 'brand likeability' to
'liking sensitivity and bias' using Signal Detection Theory. The effect of divided attention on
the extended components was investigated in three laboratory experiments. It was found that,
in the attended mode compared with the unattended mode, consumers perform better in
preserving favourable brand awareness and have a conservative reaction tendency. This effect
of attention occurs in building brand awareness for short presentations, but not for long
presentations. These findings may serve as guidelines for a strategy formulation for enhancing
customer mind set brand equity.
Kim and Kim (2004)conducted a study with the aim of testing four elements of brand equity
namely, brand awareness, brand image, brand loyalty and perceived quality. The results found
that of those attributes brand awareness had the strongest direct effect on revenues, while
loyalty had the least effect. Dividing the restaurants into high-performing and low-performing
groups, the researchers found that customers differentiated the high-performing restaurants on
several product -quality measures, including knowledgeable employees and food served on
time and as ordered. Oddly, high-and low-performing restaurants were not differentiated on
such other quality factors as quick corrections of errors, experienced personnel and Cleanliness.
One other contrary quality.
Thus there is a further research required to exhibit how for all the attributes of brand awareness
is positively correlated with brand equity. Yasin, Noor and Mohamad (2007)explored the effects
of brand's country-of-origin image on the formation of brand equity. A conceptual framework
in which brand's country-of-origin image was postulated to influence the dimensions of brand
equity, which was made up of brand awareness as one of the main element. These dimensions,
37
in turn, influence brand equity. Factor analysis conducted on brand equity dimensions, produced
brand awareness as one of the important factor. The regression analysis results showed that
brand's country-of-origin image positively and significantly influences dimensions of brand
equity. The results also showed that brand's country-of-origin image influences brand equity,
either directly or indirectly through the mediating effects of brand awareness.
Brand Knowledge and Brand Equity
Brand knowledge is one of the factors which is directly involved in building brand equity
because it is purely depending upon the minds of the customers. Hence, from the customer's
point of view brand is a vital factor. The following are the various outcome of the previous
researches.
Keller (1993) considered brand equity from the view point of consumers, using a cognitive
psychological foundation. He defined consumer based brand equity as the marketing effects
uniquely attributable to the brand that had differential effect of what is known about the brand
(brand knowledge) on consumer response to the marketing brand. Thus, brand equity, according
to this definition, relates to the knowledge about the brand created by the firm's investment in
previous marketing efforts. By defining brand equity in this manner, the focus was on the
effectiveness of marketing strategies, enabling marketing managers to consider how their
marketing programs increase the value of the brand. This stream of research had provided a
useful conceptual framework within which to reason about and manage brand equity, but it had
not been fruitful in terms of creating formal and testable models of brand equity and choice
behaviour Keller (1998) proposed customer based brand equity as: "the differential effect that
brand knowledge has on customer response to the marketing of that brand". A real brand equity
for a consumer was brought forward from the relevant knowledge of the brand with a set of
favourable associations in a given purchase decision context.
Macky (2001) applied ten existing consumer based measures of brand equity to a financial
services market (credit cards). The convergent and predictive validity of these measures was
assessed, which in turn helped to determine whether these measures that have typically been
applied in product markets can be used to capture brand equity in a service market. The results
38
found that most measures were convergent and correlated highly with market share in the
predicted direction, where market share was used as an indicator of brand equity. Brand recall
and familiarity, however, were found to be the best estimators of brand equity in the credit card
market. Consequently the impact of brand recall and familiarity may be tested in FMCG market.
Esch, Langner, Schmitt and Geus (2006) conducted a study to develop a comprehensive model
that combines brand knowledge and brand relationship 'perspectives on brands and shows how
knowledge and relationships affect current and future purchases. It was found that current
purchases were affected by brand image mostly directly and by brand awareness mostly
indirectly. In contrast, future purchases will not be affected by either dimension of brand
knowledge directly; rather, brand knowledge affects future purchases via a brand relationship
path that includes brand satisfaction, brand trust, and attachment to the brand. Thus, brand
knowledge alone is not sufficient for building strong brands in the long term; brand relationship
factors must be considered as well. Davis, Golicic and Marquardt (2007) extended the existing
brand theory to a new setting, namely B2B services. Drawing on the results of two mail surveys,
they examine B2B services branding in the context of logistics services. Findings suggest that
brands do differentiate the offerings of logistics service providers and that brand equity exists
for this commodity-like B2B service. Findings also support the extendibility of Keller's brand
equity framework into the logistics services context. However, results of this study show that;
logistics service providers and their customers had different perspectives on the relative influence
of brand image and brand awareness on brand equity.
Perceived Quality and Brand Equity
The customers are always aware about the quality of the product which they purchase. The
product with good quality reaches very well in the market. It is indispensable that perceived
quality is one of the prominent factors which directly affect the brand equity. The following are
the various research output of previous researches.
Kamakura and Russell (1991)proposed three measures of brand equity, each based on the value
that the consumer places on a product. The authors calculated the following three measures of
39
brands, using consumer choice histories from retail scanner data on powdered laundry detergents.
Perceived value estimates the value consumers assigned to the brand, after discounting for
situational factors such as price and promotions. Dominance Ratio evaluates the brand's ability
to withstand price competition, an important indicator of a brand's value to the firm. Intangible
Value isolates the component of quality perceptions that cannot be directly attributed to the
physical product. The findings revealed that from a theoretical perspective, perceived value
and the dominance ratio appeared to be equivalent concepts. That was, brands perceived to be
of high quality were also the strongest price competitors. In contrast, intangible value highlights
brands that were unusually strong (or weak) competitors, relative to the brand's objectively
determined quality. A product or service comprises of tangible and intangible attributes. Apart
from the quality factors, intangible things are also to be identified and same thing may be
tested how for it affects the price of a brand.
Hellier, Geursen, Carr and Rickard (2003) developed a general service sector model of repurchase
intention from the consumer theory literature. A key contribution of the structural equation
model was the incorporation of customer perceptions of equity and value and customer brand
preference into an integrated repurchase intention analysis. The model describes the extent to
which customer repurchase intention was influenced by seven important factors service quality,
equity and value, customer satisfaction, past loyalty, expected switching cost and brand
preference. The analysis found that although perceived quality does not directly affect customer
satisfaction, it does so indirectly via customer equity and value perceptions. The study also
finds that past purchase loyalty was not directly related to customer satisfaction or current
brand preference and that brand preference is an intervening factor between customer
satisfactions and repurchase intention.
The main factor influencing brand preference was perceived value with customer satisfaction
and expected switching cost having less influence. Thus customer satisfaction is a main factor
stimulating towards repurchase, at the same time the factors involved in repurchase may be
tested for brand equity building. Netemeyr, Krishnan, Pullig, Wang, Yagci, Dean, Ricks, and
40
Wirth (2004) presented four studies that developed measures of "core /primary" facets of
customer-based brand equity.
The facets chosen were perceived quality, perceived value for the cost, uniqueness and
willingness to pay a price premium for a brand. The results of the study suggested that perceived
quality, perceived value for the cost, uniqueness were potential direct antecedents of the
willingness to pay a price premium for a brand and that willingness to pay a price premium was
a potential direct antecedent of brand purchase behaviour. Thus the brand purchase behaviour
is an influencing factor of brand equity because a customer decides his purchase by considering
all the above said factors Bamert and Wehrli (2005) conducted a study for assessing the quality
dimension in consumer-based measures of brand equity, in the context of services and to compare
it with consumer goods.
Nine different brands were tested in a consumer-based experimental online survey. Each
participant was assigned randomly to one brand. The research findings indicated that, in the
consumer goods markets. Customer service can be considered as a marketing instrument. In
the services market customer service was a part of the perceived quality of a service. Therefore
there is a need for identifying the impact of other building blocks of brand equity through
further research.
Anselmsson and Persson (2006) developed a framework for understanding what really drives
price premium and customer-based brand equity for consumer packaged groceries. The findings
of the study indicated that quality attributes (taste, odour, consistency / texture, appearance,
function, packaging and ingredients) are very much important for developing customer based
brand equity. Quality is one of the indispensable factor of building brand equity at the same
time it is essential to know the other factors which leads to improve the elements of quality.
Taylor, Hunter and Lindberg (2007) explored a study to advance marketers' understanding of
customer-based brand equity within the context of a B2B financial service marketing setting.
Two nation-wide studies were used to investigate whether brands were in fact differentiated in
the minds of the target audience; test two competing explanations of the formation of customer
41
based brand equity using structural equation analyses; and reconcile satisfaction and customer
based brand equity theories within a single theoretical model. The results suggested that these
customers do differentiate brands, and that Netemeyer et al's model of customer-based brand
equity is generally supported. Chen (2007)investigated the impact of parallel importation on
brand equity in high and low product involvement arrangements. Authorized goods/gray-
marketed goods and high involvement/ low involvement between-subjects experimental design
was utilized. Consumer electronics and ballpoint pens were examined for the study. The results
of this empirical study shows that source channel (authorized goods versus gray goods) has a
significant impact on brand equity; among the five brand equity dimensions, consumers were
most concerned about the difference in "perceived quality" between gray and authorized goods.
Brand Association and Brand Equity
Brand association is a factor comprises of various attributes and elements attached to a particular
brand. The consumers are always giving much importance for brand association because apart
from the core benefits they are expecting some kind of additional benefits from the products
which they are buying. The following are the various literature related to brand association. Keller
(1991)conducted a study with the aim of providing conceptual framework of what brands mean
to consumers to assist managers and researchers who were interested in the strategic aspects of
brand equity. Consistent with this rationale for studying brand equity, he conceptualizes brand
equity from the perspective of the individual consumer.
The result of the study introduced the concept of customer based brand equity, defined as the
differential effect that brand knowledge has on consumer response to marketing activity for that
brand. A brand is said to have positive (negative) customer-based brand equity when consumers
react more (less) favourably to marketing mix activity for the brand as compared to when the
same marketing activity is attributed to a hypothetical or unnamed version of the product or
service. The main finding of his study was customer-based brand equity occurs when the consumer
was aware of and familiar with the brands and holds some favourable, strong and unique brand
association in memory. The brand knowledge was the basis of brand equity which was created
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by differential effect. The differential effect was identified by brand association. Hence, it is
essential to know other related factors of brand association that are crucial for building brand
equity.
Park and Srinivasan (1994)developed a new survey-based method for measuring and
understanding a brand's equity in a product category and evaluating the equity of the brand's
extension into a different but related product category. It used a customer-based definition of
brand equity as the added value endowed by the brand to the product as perceived by a consumer.
It measures brand equity as the difference between an individual consumer's overall brand
preference and his or her brand preference on the basis of objectively measured product attribute
levels. To understand the sources of brand equity, the approach divides brand equity into attribute-
based and Non-attribute- based components. The method provided the market share premium
and the price premium attributable to brand equity. The survey-based results from applying the
method to the toothpaste and mouthwash categories showed that the proposed approach had
good reliability, convergent validity, and predictive validity. Their finding among top brands,
attribute based sources do not account for much variation in brand equity, had important
implications for marketers. Product attributes were the factors which directly involved with
utility. The researchers in this study identified that attribute based sources do not account for
much variations in brand equity. Hence, future research may be directed towards the
identification of correlation between attributes and other elements of brand equity.
Krishnan (1996)measured association characteristics such as size, valence, uniqueness, and
origin and examines differences between high and low equity brands on these measures. For
this research he used a memory network model to identify various association characteristics
underlying consumer-based brand equity. The results showed that consumer association
differences were consistent with external equity indicators and provide insights on strong and
weak areas for each brand that could be used to strengthen the brand.
Low and Lamb (2000)conceptualized brand associations consists of three dimensions: brand
image, brand attitude and perceived quality. Three studies were conducted to test a protocol for
43
developing. Product category specific measures of brand image, investigate the dimensionality
of the brand associations construct and explore whether the degree of dimensionality of brand
associations varies depending upon a brand's familiarity. Findings confirm the efficacy of the
brand image protocol and indicated that brand associations differ across brands and product
categories. The latter finding supports the conclusion that brand associations for different products
should be measured using different items. As predicted, dimensionality of brand associations was
found to be influenced by brand familiarity. Dimensionality of brand associations was depending
upon brand familiarity. Therefore the element of brand familiarity is a vital factor which should
be recognized in such a way that it promotes brand equity or not.
Rio, Vazquez and Iglesias (2001) studied the dimensions of brand image, focusing on the
functions or value of the brand as perceived by consumers. In this way, four categories of
functions were identified: guarantee, personal identification, social identification and status.
By the way of hypotheses, it had been proposed that these functions had a positive influence on
the consumer's willingness to recommend the brand, pay a price premium for it and accepted
brand extensions. The results obtained confirm the convenience of analyzing brand associations
separately and enable the ascertaining of the brand associations that were most relevant in
order to attain certain consumer responses.
Cheng and Chen (2001) identified two types of brand association and examined the relationship
between association characteristics and brand equity. One was product association including
functional attribute association and non-functional attribute association. The other was
organizational association including corporate ability association and corporate social
responsibility association.
An empirical study measured the number of association, deriving from free association, and
examined its differences between three pairs of high and low equity brands. They found that
the corporate social responsibility association is almost absent across four high equity brands
from subject's free associations. Based on the other three contents of brand association, the
authors used its total number of association to identify the orientation of association for each
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brand. The results were the same as that of using the favourable association. In addition, it was
found that the number of brand association and total association have a significant relationship
with brand equity.
Faircloth, Capella and Alford (2001) reported a study which operationalizes brand equity and
empirically tests a conceptual model adapted from the work of Aaker and Keller considering
the effect of brand attitude and brand image on brand equity. The results indicated that brand
equity can be manipulated at the independent construct level by providing specific brand
association or signals to consumers and that these associations will result in images and attitudes
that influence brand equity. The effects of brand attitudes and brand image were obligatory
factors of building brand equity, where a question arises that how the brand association influence
to develop brand attitudes and image Vazques, Rio and Iglesias (2002) conducted a study by
considering the development and validation of a measurement instrument of brand equity based
on the value ascribed by consumers. The results obtained indicated the existence of four basic
dimensions of brand utilities: product functional utility, product symbolic utility, brand name
functional utility, brand name symbolic utility.
Keller and Lehman (2003) measured brand equity from the perspective of the firm consider
brand equity as the value of the brand to the firm and encompass most of the product market
outcome and financial outcome' measures of brand equity categorized. Customer mind-set
measures defined by include "everything that exists in the minds of customers with respect to
a brand (e.g., thoughts, feelings, experiences, images, perceptions, beliefs and attitudes)" and
encompass a wide variety of both quantitative and qualitative measures of brand equity.
Myres (2003) explored some of the consequences attributes may have on brand equity such as
the bias on consumer preference. For comparative purposes, a longitudinal study was conducted
on the high involvement soft drink category using the top nine national soft drinks Brands. In
addition to brand equity and the top attributes being measured, overall preferences and the
impact of other variables were included. Attributes were examined from a tangible and intangible
perspective and both were found to be important contributors to brand equity and brand choice.
The attributes were very diminutive and sensitive which directly affects brand equity of a
45
brand. Thus the research naturally possess to find how far brand attributes related to brand
association and lead to attain brand equity.
O'Cass and Grace (2004)focused on consumer based perceptions of brand associations of a
service brand, attitudes toward and intention to use the branded service via qualitative and
quantitative methods. The results indicated a number of key dimensions that were important
for consumers of services such as core service, experience with brand, self-image congruency,
feelings, service scope and interpersonal service, publicity, advertising, price and brand. The
findings indicated that service brand associations influence brand attitude and associations
influence intention to use a service brand.
Purchase Decision and Brand Equity
The purchase decision is a crucial factor because the customer's purchase decision is taken
after careful consideration of various elements and various brands. If a brand is with high
equity where the comparison process will be reduced and the decision will be taken very shortly.
The following are the various outcome of purchase decision by previous researches. John
(1910)suggested the decision making process in five stages. According to his model the decision
making process, adopted to the context of consumer buying has five stages such as problem
recognition, search for satisfactory solution, and evaluation of alternatives, purchase decision
and post purchase evaluation.
Kenneth (1980)analysed the consumer search for information and explored that consumer often
weighs between the cost and value of search. The information does not come free. It involves
costs in the form of time, psychological discomfort and financial expenditure. The value of
search depends on consumer experience, urgency of making purchase, satisfaction derived
from search, perceived risk and value placed on the product.
James and Blackwell (1982) modified and name the decision making stages as: problem
recognition, searching for information, alternative evaluation, purchase and outcomes.
Bruner, Gordon and Pomazal (1988) found that the problem recognition may be simple and
complex. A simple problem recognition was the frequent arousal of needs which were
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automatically dealt with, while complex problem recognition is the development of Dewey
John, (1910), "How We Think", Health. New York a problem over time, as actual state and
derived state move apart. Mowen (1988) found that the focus of many consumer decision was
on the feelings and emotions associated with acquiring or using the brand or with the environment
in which it was purchased or used than its attributes. Whether consumer decisions were attribute-
based or driven by emotional or environmental needs, the decision process discussed helps to
gain insights into all types of purchases. Paul and Olson (1993)identified that the consumers'
evaluation of the choice alternatives in the consideration set were based beliefs about the
consequences of buying those products or brands. It was revealed that the specific consequences
that were used to evaluate and choose among choice alternatives were called evaluative criteria.
Swai, Erdm, Louviere and Dubelaar (1993)presented a first step in the operationalization of
framework by developing a method for the measurement of brand equity that was built upon a
theory of consumer behaviour. Specifically, designed choice experiments that account for brand
name, product attributes, brand image and consumer heterogeneity effects were proposed as
the method for quantifying a brand equity measure called the Equalization Price (EP).
Given an existing market structure, brand images built over time by advertising and product
experiences, consumer' brand perceptions and preference, EP is a measure of the implicit value
to the individual consumer of the brand in a market in which some degree of differentiation
exists vis-a-vis its implicit value in a market characterized by no brand differentiation. The proposed
measure can be used for both existing products and proposed brand name extensions, so it can double
as a product-concept screening tool.
Welgren, Ruble and Donthu (1995) explored some of the consequences of brand equity. In
particular the authors examined the effect of brand equity on consumer preference and purchase
intentions. For comparative purposes, two sets of brands were tested, one from a service category
characterized by fairly high financial and functional risk (hotels) and one from a generally
lower risk product category (household cleansers). Each set includes two brands that were
objectively similar (based on Consumer Reports Rating), but they have invested different levels
of advertising spending over the past decade. Across both categories, the brand with the higher
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advertising budget yielded substantially higher levels of brand equity. In turn, the brand equity.
In turn, the brand with the higher equity in each category generated significantly preferences
and purchased intensions.
Lawson (1997)explored that consumer decision making requires three types of information
which consists of appropriate evaluative criteria for the solution of the problem, existence of
appropriate alternative solutions and performance level or attributes of each alternative on
each evaluative criterion. So it stresses that a great variety 'of information of potential interest
to consumers exist in the external environment.
Jarvis (1998)identified that a purchase decision requires a subset of decisions associated with
information search. At some point in time, consumers acquire information from external sources
that gets stored in long-term memory. For most consumers usually this stored information,
referred to as internal information, serves as the primary source of information most of the
time as is evident in nominal or limited decision making.
John and Minor (1998)identified alternative perspectives on consumer decision making. There
are three perspectives in consumer behaviour: the traditional decision making perspective, the
experimental perspectives, and the behavioural influence perspective. In the traditional decision
making, consumer evaluates various options based on beliefs about brand attributes leading to
attitude formation. Bagozzi, Gopinath and Nyer (1999) noted that moods were transient feeling
states that were generally not tied to a specific event or object. According to experimental
perspective, consumer decision making is dominated by the affect or emotion side of the
individual. The key aspect of behavioural influence perspective is that environmental
contingencies play a dominant role in how consumers behave emotions and may operate without
an individual's awareness. Moods both affect and get affected by the consumption process.
They also influence consumers' decision processes and the purchase and consumption of various
products. Consumers' perception of service and waiting time is also influenced by moods
Miranda and Konya (2007) examined consumers' perception of the difference between
customized/ modified products and brand stereotypes, and the extent of brand's impact on
consumers' decisions to customize their purchases. The results show that factors, other than the
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motive of and the satisfaction from customizing the product, with a significant influence on the
perceived difference between customized items and brand stereotypes, had little in common
with factors that impel consumers to customize/ modify their purchases based on the imagery
of brands. A significant reason why consumers self-engage with composing their product
purchases was to satisfy their desire for quality and genuinely believe that their compositions
were appreciably different from brand stereotypes thus vindicating the theory of self-congruency.
Indeed, there was evidence that the extent brands influence customers to tailor their purchases,
depend on the stores from which consumers make their purchases.
Post Purchase Behaviour and Brand Equity
After the purchase and utilization of products customer will feel some kind of feelings that
may be positive or neutral or negative. The behaviour of the customer will be varying according
to the feelings after purchase depending upon the expected or actual things about the product.
The following literature are the outcome of various studies on post purchase behaviour. Cardozo
(1965)found that the reinforcement takes place when the purchase confirms the consumer's
expectations. Further he identified that when expectations are not confirmed, however, cognitive
inconsistency develops and the consumer will likely reduce the dissonance by evaluating the
product somewhat negatively. Thus, where a product fails to measure up to the consumer's
expectations or guidelines for evaluation, the result may be no initial sale, no repeat sale or
unfavourable word-of-mouth communication.
Venkatesan (1973)found that the result of satisfaction to the consumer from the purchase of a
product or service was that more favourable post purchase attitudes, higher purchase intentions
and brand loyalty are likely to be exhibited. That was, the same behaviour was likely to be
exhibited in a similar purchasing situation. Thus, as long as positive reinforcement takes place,
the consumer will tend to continue to purchase the same brand.
Oliver (1980)compared the pre-purchase expectations and post purchase satisfaction and found
that even good performance does not ensure satisfied customers. This was because customer
satisfaction typically depends on more than actual performance. According to his expectancy
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disconfirmation model it was identified that satisfaction depends on a comparison of pre-
purchase expectations to actual outcomes.
Westbrook (1987)found that even the consumer's expectations were met by the product they
were not in a position of attaining complete satisfaction. It was explored that the emotional
experiences should be recognized in connection with product ownership and usage. These
positive affective responses need to be stimulated by marketers in the post purchase period in
order to enhance consumers' satisfaction and possibly favourable word-of-mouth
communication. Oliver and Swan (1989)found that when a consumer does not get what was
expected, the situation was one of disconfirmation. Such disconfirmation can be of two varieties
i.e. positive and negative. A positive disconfirmation occurs when what was received was
better than expected and a negative disconfirmation occurs when things turn out more than
anticipated. Thus any situation in which the consumer's judgment is proven wrong was a
disconfirmation.
Geva and Goldman (1991) discussed possible inconsistencies in consumer's post-purchase
attitude when faced with disconfirmed expectations. The main argument, based on an extension
of cognitive dissonance theory, was that post-purchase attitude may be characterized by duality.
Satisfaction with post purchase may not be closely related to intentions to repurchase because of
the different functions they may fulfil. Whereas satisfaction reflects the need to justify post purchase
behaviour, intentions to repurchase, which are of instrumental importance, reflect learning
from experience. This Approach contrasts the prevalent satisfaction-intention paradigm which
assumes a casual causal link from satisfaction with the purchase to intentions to repeat it.
Ballester and Aleman (2005)analysed the importance of brand trust in the development of
brand equity. The authors specifically, examined the relationships network in which brand
trust is embedded. The findings revealed that brand trust was rooted in the result of past
experience with the brand, and it was also positively associated with brand loyalty, which in
turn maintains a positive relationship with brand equity.
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Other Related Literature
Out of the factors considered for this research work many studies have been conducted earlier
regarding the concept of brand equity. The following are other reviews related to the concept of
brand equity which consists of various factors and elements.
Farquhar (1989) analysed the meaning of brand equity and found that there was a general
agreement at the conceptual level as to the meaning of brand equity which can be summarized
as "the financial value endowed by the brand to the product" and the brand equity is measured
by the incremental cash flow from associating the brand with the product. The competitive
advantage of firms that have brands with high equity includes the opportunity for successful
extensions, resilience against competitors' promotional pressure and creation of barriers to
competitive entry. Consumer based perspective of equity emphasizes on psychological and
behavioural tenets that go into the causality of consumer purchases like brand loyalty, dominance
and brand image etc. after identifying the requirements of psychological and behavioural
aspects in building brand equity, naturally a need will be created to explore the factors and
elements involved in psychological and behavioural tenets.
Baldinger (1990) analysed the long-range aspects of brand equity and brand extensions. Brand
extension approach correlates the brand equity with the brand extension, capability of existing
brand to provide new avenues to expand. He offered a rather simple approach to long range
planning. He recognized and supported the consumer aspects of brand equity. However, his
focus was directed more to the after-fact spectrum of consumer behaviourism. He suggested
that the marketing researcher should shift from a "tactical problem solver" to an informational
strategist.
Aaler and Keller (199O) conducted a study and explored that researchers in this division look
more at the relationships that existed between the consumer and the brand. Attention was given
to brand attributes such as; brand name, attitude towards the original brand, and the fit between
the existing and the new brand, to name just a few.
Srivastava and Shocker; (1991) conducted a study with the purpose of providing an integrative
framework linking the various constructs, facets and dimensions of brand equity. The concept
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of brand equity subsumes two multi-dimensional concepts-brand strength and brand value.
Brand strength is based upon perceptions and behaviours of consumers and distributors that
allow the brand to enjoy sustainable and differentiated competitive advantages. Brand value
depends on management's ability to leverage brand strength via tactical and strategic actions to
provide superior current and future profits and lowered risks.
Thus much of brand equity may be latent unless exploited. Management of brand equity requires
a focus on both consumers and distributors. The conclusion of their study identified that the
high level of mergers and acquisitions in the corporate world was given as one of the main
reasons for the interest in estimating the value of a brand and consequently brand equity
measurement. The researcher explored the importance of brand strength and value which were
important for merger and acquisition decisions of corporate. The same elements may be
implemented to identify customer based brand equity.
Aaker (1992) viewed from the financial perspective and stated that the financial value approach
gives importance to know the value of brands to know the true value of company to avoid the
financial loss of the stockholders, especially at the time of acquisition and takeovers. The
major disadvantage with the financial approach of defining brand equity is that it focuses on
maximizing short-term goals at the expense of long -term growth.
Keller and Aaker, (1992) explored the impact of brand extension on brand equity and their
findings revealed that successful brand contribute to higher brand equity of the original brand
Barwise (1993)argued that progress may have been hindered by attempts to find a single all-
embracing measure of brand equity, partly because the value of a brand is not in practice
separable from the value of the product and the rest of the firm.
He concluded that researchers should now focus more effort on the strategic, financial,
managerial, and international aspects of brand equity. Even in these circumstances the emphasis
shifts from the near-term to measuring future growth potential.
Simon and Sullivan (1993)presented a technique for estimating a firm's brand equity that was
based on the financial market value of the firm. Brand equity was defined as the incremental
52
cash flows which accrue to branded products over unbranded products. The estimation technique
extracts the value of brand equity from the value of the firm's other assets. This technique was
useful for two purposes. First, the macro approach assigns an objective value to a company's
brands and relates this value to the determinants of brand equity. Second, the micro approach
isolates changes in brand equity at the individual brand level by measuring the response of
brand equity to major marketing decisions. Empirical results proved that financial measures of
brand equity help investors the value of brand or a company. The financial measure of brand
equity helps the investors to take the investment decisions. After measuring the financial value
naturally there was a need will be raised that value creation of a brand among the customers.
Hence it is essential for studying customer based brand equity.
Mahajan, Rao, and Srivastava (1994)argued from firm point of view that many firms acquire
other firms with well-known and proven brands to hedge against the high costs and risks of
new product development.
A critical question in these acquisition decisions involves the assessment of the importance of
brand equity to the acquiring firm. Since the brand equity benefits can vary by firm (and also
by the decision maker within a firm) a critical question is how one can systematically decipher
the effect of brand equity in acquisition decisions. Using A the balance model the authors
presented a methodology to 'determine the importance of brand equity in acquisition decisions.
By capturing the idiosyncratic perceived importance of brand equity of every decision maker
involved in acquisition decisions, the methodology enables members of a committee within a
firm to understand and reconcile their differences in evaluating potential acquisitions. The
authors also discussed benefits, limitations, and further extensions of the suggested approach.
Forethought necessarily has to be given to the financial aspects of a brand. However, they are
used as secondary indicators of.-a brand's value. They concluded that financial considerations
become important when contemplating an acquisition or introduction of a new brand. Hence,
Further research may be directed towards the study of customer based approach and brand
extension approach.
53
Lassar, Mittal and Sharma (1995) presented a scale to measure customer-based brand equity.
The customer-based brand equity scale was developed based on the five underlying dimensions
of brand equity: performance, value, social image, trustworthiness and commitment. In empirical
tests it was found that brands that scored higher on the customer-based brand equity scale
generally had higher prices.
Pitta and Katsanis (1995) developed a program called "Brand Asset Management for the 1990's."
That was a four-step process that redirects management's focus away from short-term objectives
to long-term goals. They state, "Leveraging a brand asset management approach will help
companies achieve what should be the number one objective for their brand maximizing its
long-term value, while profiting from short-term results. The primary proponents of using
brand equity purely as a long-term planning tool. The authors touched on the long-range aspects
of brand equity and brand extensions. Brand extension approach correlates the brand equity
with the brand extension, capability of existing brand to provide new avenues to expand.
However, they did not offer specific methodologies for executing these plans. Therefore new
methodologies for executing the above said plans may be identified through the further research.
Davis and Douglass (1995) argued that financial approach to defining brand equity is largely
concerned with assigning a measurable value to every brand a company owns or produces. The
researchers and marketing managers who used the financial approach champion the position
that a brand was a viable asset. Therefore, a value must be affixed to it. It matters little to them
that brand equity is based on the idea that a brand has a value greater than the sum of its
tangible assets.
Therefore, brand equity by definition was an intangible asset. After identifying brand equity as
an intangible asset it is essential to enumerate the tangible characteristics of brand equity.
Aaker (1996) considered brand equity from the firm's view point, defined it as "set of brand
assets (and liabilities) linked to a brand's name and symbol that add to (or subtracts from) the
value provided by a product or service to a firm and/ or that firm's customers". The essential
point in this case is that for assets and liabilities to contribute to brand equity, they need to be
54
linked to the brand's name or symbol. Aaker groups these assets and liabilities into five groups:
brand loyalty, name awareness, perceived quality, brand association other than perceived quality,
other proprietary brand assets such as patents, trademarks, channel relationship etc. Aaker's
model of brand equity seems to lack a conceptual foundation, though it remains managerially
appealing. Aaker (1996)proposed the use of his Brand Equity Ten, a system that gauges five
major categories of brand equity: loyalty, perceived quality, differentiation awareness, and
market behaviour. Each of these five major categories were further subdivided into ten specific
measurements as a means by which market planners can develop a system to evaluate the
equity or brand. He recommends constructing a summary measure based on the importance of
the dimensions for a given in a competitive situation.
Dyson, Farr and Hollis (1996) conducted a study after recognizing the financial value attached
to brands. They argue that economic value is created in transactions which were the source of
equity. Therefore, they developed a model called the 'Consumer Value Model" that predicts
transactions in order to bridge the gap between the intangible perceptions and the tangible
revenues generated by a brand. They suggested a consumer driven definition of brand equity,
and purpose a new system for understanding, measuring and using that equity. A brand can be
should be an enduring and profitable asset for its owners. Recognizing this fact, many brand
owners have sought to place the monetary value of a brand on the balance sheet. As a result
there is a requirement for finding the monetary value of a brand.
Feldwick (1996) noticed that terms which become popular such as "brand equity", can actually
assume a great variety of meanings, and rather than trying to reach agreements about the true
meaning they must have, it was better to be conscious that if can mean different things, and so
trying to avoid unnecessary confusion. He stated that the term brand equity was used in three
distinct senses: financial value of the brand, market strength and brand image. The first one
varies amply from the other two; it can be seen as a notion regarding the commercial exchange
of assets among business. On the other hand the second and third meanings refer directly to the
consumer, which makes them more relevant in marketing research. Hence, much importance
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should be devoted for the marketing research on customer based brand equity because that will
be helpful for the marketers in brand extension and introduction of new products.
Ambler (1997) explored that brand equity, 'key to the evaluation of marketing performance,
exists in the hearts and minds of consumers, and other marketplace players, but was largely
assessed on the basis of observed behaviours. Such measures were typically relative to other
brands whereas direct measures of brand equity was conventionally expressed in absolute terms.
Expressing brand equity in relational terms opened a new line of research which may provide
better performance prediction and assessment. Trust was the most popular measure for
relationship assessment and may similar prove to be the leading indicator for brand equity.
After obtaining trust as the most popular element leading to brand equity the research logically
possess to find the factors involving the brand trust among customers. Hutton (1997) addressed
two basic questions: do organizational buyers exhibit brand-equity behaviours such as the
willingness to pay significant price premiums for certain brands; and under what conditions do
those buyers place a premium on well-known brands?
Finds significant brand-equity behaviours, based on hypothetical buying situations, in the form
of organizational buyers' willingness to pay a significant price premium for their favourite
brand, make referrals, and extend their brand preference to other products with the same brand
name. Randall, Ulrich, and Reibstein (1998) addressed the question of how vertical product
line extent was associated with brand equity. Does the presence of "premium" or high-quality
products in a product line enhance brand equity? Conversely, does the presence of "economy"
or low-quality products in a product line diminish brand equity? The analysis revealed that
brand price premium was significantly positively correlated with the quality of the lowest-
quality model in the product lower quality segments of the market; and that for the upper
quality segments of the market, brand price premium was also significantly positively correlated
with the quality of the highest-quality model in the product line. The results of the analysis
were supported by the results of an experiment, in which 63 percent of the subjects preferred a
product offered by a high-end brand to the equivalent product offered by a low-end competitor.
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Thode and Maskalka (1998)introduced the concept of a 'place-based' marketing strategy, i.e. a
marketing strategy that identifies a consumer product with a specific geographic area; explain
why it was essential to the wine business; and, why it may be superior to other types of marketing
strategies for certain types of agricultural products. Additionally, traditional valuation techniques
applied to agricultural land typically assume that agricultural goods are not differentiable
commodities. With the growing trend toward the production of "place-based" agricultural
products, the traditional valuation methods omit an important variable - the potential for the
geographical source to help develop a product's brand equity.
Motameni and Shahrokhi (1998)made an attempt to reach several objectives. First, the marketing
and finance perspectives of brand equity were presented, and their interrelationships are shown.
Second, the different measurements of brand equity were presented. Next, a comprehensive
model of global brand equity, which we believe of both estimating the brand equity more
accurately and show the sources of the equity will be proposed. Thus, the measurement of
brand equity should be in all levels of marketing activity.
Lisa Wood (2000)suggested that strategic brand management was achieved by having a multi-
disciplinary focus, which was facilitated by a common vocabulary. Further the author seeks to
establish the relationship between the constructs and concepts of branding, and to provide a
framework and vocabulary that aids effective communication between the functions of
accounting and marketing. Performance measures for brand management were also considered,
and a model for the management of brand equity was provided. The profitability of a firm was
depending upon the accounting and marketing effectiveness, hence the value creation for the
brand marketed by the firm was obligatory.
Washburn, Till and Priluck (2000)examined the effects of co-branding on the brand equity of
both the co-branded product and the constituent brands that comprise it, both before and after
product trial. It appears that co-branding was a win/win strategy for both co-branding partners
regardless of whether the original brands are perceived by consumers as having high or low
brand equity. Although low equity brands'may benefit most from co-branding, high equity
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brands are not denigrated even when paired with a low equity partner. Further, positive product
trial seems to enhance consumers' evaluations of co-branded products, particularly those with
a low equity constituent brand. Co-branding strategies were effective in exploiting a product
performance advantage or in introducing a new product with an unfamiliar brand name.
Eagle and Kitchen (2000) reported an investigation of the perceptions of senior Equity measures
and marketing-oriented measures can be translated into a single composite measure of brand
equity/ value. The findings reported therein indicate that, although financially based brand
equity valuations had been a low priority in the past, there is increasing interest in this area and
in the evaluation of the long-term impact of promotional activity as part of wider drive for
marketing accountability. Brand equity is a concept nowadays related to consumer perceptions
and views about a particular brand which is used by them, however it is essential to identify the
value of a brand for accountability purpose.
Yoo, Donthu and Lee (2000) explored the relationships between selected marketing mix elements
and the creation of brand equity. The authors proposed a conceptual framework in which
marketing elements are related to the dimensions of brand equity, that is, perceived quality,
brand loyalty, and brand associations combined with brand awareness. These dimensions were
then related to brand equity. The empirical tests using a structural equation model supported
the research hypotheses. The results showed that frequent price promotions, such as price
deals, are related to low brand equity, whereas high advertising spending, high price , good
store image, and high distribution intensity were related to high brand equity.
Krishnan and Hartline (2001) explored a study with three objectives: to empirically test whether
brand equity is more important for services than for tangible goods, to test whether the presumed
differences in brand equity for search-, experience-, and credence-dominant services can be
confirmed in an empirical examination, and to assess whether consumer knowledge of a product
category had an effect on the importance of brand equity across product types. The results
indicated that brand equity is more important for tangible goods than for services.
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Keller (2001) outlined the Customer-Based Brand Equity (CBBE) model to assist management
in their brand-building efforts. According to the model, building a strong brand involves four
steps: (1) establishing the proper brand identity, that is, establishing breadth and depth of brand
awareness, (2) creating the appropriate brand meaning through strong, favourable, and unique
brand associations, (3) eliciting positive, accessible brand responses, and (4) forging brand
relationships with customers that are characterized by intense, active loyalty. Achieving these
four steps, in turn, involves establishing six brand-building blocks-brand salience, brand
performance, brand imagery, brand judgments, brand feelings, and brand resonance.
Moore, Wilkie and Lutz (2002) reported the findings of two studies that show intergenerational
impacts on brand equity to be persistent and powerful across an array of consumer packaged
goods. However, as a strategic challenge, these effects seem to apply strongly for some brands
but not for others-they are selective. In Study 1, the authors used parallel surveys of mother-
daughter dyads to isolate and quantify intergenerational impacts, and the surveys reveal a
differential range of effects at both the product category and the brand level. In Study 2, the
authors used interpretive methods to delve more deeply into these effects-the forms they take,
the way they have developed, and factors that sustain or disrupt them. On the basis of these
findings, the authors identified implications for managers and future research needs. Overall,
intergenerational influences are a real marketplace phenomenon and a factor that merits much
closer attention from marketing strategists who are interested in brand equity issues.
Ailawadi, Lehman and Neslin (2003)proposed that the revenue premium a brand generates
compared with that of a private label product is a simple, objective and managerially useful
product-market measures of brand equity. The authors provided the conceptual basis for the
measure, computed it for brands in several packaged goods categories, and tested its validity. The
empirical analysis showed that the measure is reliable and reflects real changes in brand health
over time. It correlated well with other equity measures and the measure's association with a
brand's advertising and promotion activity, price sensitivity and perceived category risk is consistent
with theory. Revenue premium is conceptually grounded in the fundamental definition of brand
equity and theoretically grounded as the equilibrium outcome of a competitive market place.
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Rajh, Vranesevic and Tolic (2003) conducted a research on five product categories (coffee,
chocolate, beer, milk, and carbonated soft drinks) from the food industry. A behavioural
conceptualization of brand equity had been employed in this research. A telephone survey had
been conducted on a sample of 495 respondents from all parts of Croatia, with proportional
representation of counties in regard to population size. In order to determine brand equity, a
measure of substitutability had been used. By this measure, consumers were categorized into
one of a possible six segments. According to this method, a repeat rate is a key indicator of
brand equity. The brands with highest equity had been identified as an outcome of this survey.
Kim, Kim and An (2003)examined the underlying dimensions of brands equity and how they
affect financial performance of hotel firms. The results of this empirical study, using data
collected from 12 luxury hotels indicated that brand loyalty, perceived quality and brand image
are important components of consumer-based brand equity. The result implied that hotel firms
should seriously consider brand loyalty, perceived quality, and brand image when attempting
to establish definite brand equity from the customers' viewpoint.
Bendixen, Bukasa and Abraft (2004) explored the concepts of brand equity in a specific industrial
marketing setting. The results of the study suggested that while brand equity has a role to play,
price and delivery were more important. However, a price premium can be obtained when a
company has high brand equity.
Punj and Hillyer (2004)tried to identify the underlying structure of brand equity. Existing research
on brand equity was used to identify 4 cognitive components (global brand attitude, strength of
preference, brand knowledge and brand heuristic) of customer-brand equity. A conceptual
framework of how these components (or sub constructs) are interrelated is proposed and
empirically tested using data from two frequently purchased product categories. Covariance
structure modeling is used as the analysis methodology. The results indicated that all the
identified cognitive components were important determinants of customer-based brand equity.
Srinivasan, Park and Chang (2004) observed that while most of the existing literature on brand
equity measurement had adopted either a distinctively consumer-based or a firm-based approach,
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a number of recent studies had started to look into the link between consumer-based brand
equity and the brand's market performance.
Rajh (2005) pointed out the need for careful selection of individual marketing mix elements in
order to avoid deterioration of the achieved brand equity. The research findings underlined the
importance of a long-term approach to brand management. Companies using brand sales as the
only indicator of the successfulness of brand management may be in danger of reducing the
equity of their brands.
Robinson, Abbott and Shoemaker (2005) reviewed brand equity customer satisfaction as they
relate to customer loyalty and relationship marketing in an effort to understand and mitigate
some of facing quick-service restaurants. It concluded that customer satisfaction, brand equity
and loyalty are invaluable to the formation of customer loyalty, as is the understanding that
customers' relationship with companies need to be treated with the same respect of personal
relationship.
Lebar, Buehler, Keller, Sawicka, Aksehirli and Richy (2005) study with the objective of exploring
how joint branding affects consumer perceptions. The study findings suggested that brand
alliances can help to build brand equity, but only under certain condition and certain ways.
Bauer, Sauer and Schmitt (2005) defined existing customer- based brand equity models for the
team sport industry and examined the importance of brand equity in the professional German
soccer league Bundesliga. The results of the study highlighted the adequacy of a parsimonious
brand equity model in team sport model and the importance of the brand in team sport for
economic success.
Kartono and Rao (2005)proposed an integrated approach to brand equity management by
developing an econometric model of supply and demand that captures the structural link between
consumer-based brand equity and the brand's market performance and accounted for strategic
firm competition in pricing and advertising. The results of their study suggested the existence
of a strong structural link between r-b brand equity and the brand's market performance, and
illustrated the value of the former in accounting for changes in the latter and in helping managers
make optimal brand equity management decisions.
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Kim and Kim (2005)examined the underlying dimensions of brand equity and how they affected
firms' performance in the hospitality industry in particular luxury hotels and chain restaurants.
The result of the study indicated that brand loyalty, perceived quality and brand image were
important components of customer-based brand equity. A positive relationship was found to
exist between the components of customer-based brand equity and the firms' performance in
luxury hotels and chain restaurants.
Ulrich Orth (2006) compared two models, one based on product attribute utility, other on
dimensions of brand equity. Comparing both models suggested that brand equity dimensions
such as functional quality, price, social and emotional utility had a higher predictive ability
than product attributes.
Pappu, Quester and Cooksey (2006) examined the impact of the country of origin of a brand on
its consumer-based equity. Brand equity was conceptualized in this paper as a combination of
brand awareness, brand associations, perceived quality and attitudinal brand loyalty. Multivariate
analysis of variance of the data indicated that consumer-based brand equity varied according
to the country of origin of the brand and product category.
This impact of country of origin on brand equity occurred where consumers perceived substantive
differences between the countries in terms of their product category-country associations.
Pappu and Quester (2006) conducted a research with the objective to examine the relationship
between consumers' satisfaction with a retailer and the equity they associate with the retail
brand. A survey was undertaken using a convenience sample of shopping mall consumers in an
Australian state capital city. Results indicated that retail equity varies with customer satisfaction.
For department stores, each consumer-based retailer equity dimension varied according to
customer satisfaction with the retailer. However, for specialty stores, only three of the consumer-
based retailer equity dimensions, namely retailer awareness, retailer associations and retailer
perceived quality, varied to customer satisfaction level with the retailer.
Bravo, Fraj and Martinez (2007) analyzed the different nature and effects of family influences
on the dimensions of young customer-based brand equity. Results showed different facets of
how the family brand awareness, associations, perceived quality and brand loyalty.
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Kayaman and Arasli (2007) aimed to explore interrelations of the four brand equity components;
brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve
the of customer-based hotel brand equity. The findings supported the three-dimensional model
of customer-based brand equity in hotel industry. Brand awareness dimension was not found
significant in the tested model for hotels. The study contributed to the understanding of customer-
based brand equity measurement by examining the dimensionality of this construct.
The literature review relating to the outcome of brand equity concepts are deeply analysed
from various perspectives. It is obvious that all the studies have attempted to examine the
brand equity of various product categories with many different constructs. The analysis of the
review of literature unleashed an abundance of. Innovative thoughts aimed at identifying the
bases of customer based brand equity. The analysis also ascertained that no serious attempts
have been made by the researchers in segregating the fundamental building blocks of customer
based brand equity. This was identified as research gap after thorough reviewing the literature.
Hence, it is perfectly justified to study the brand equity in the context of brand loyalty, brand
awareness, brand knowledge, perceived quality, brand association, purchase decision and post
purchase behaviour. In this direction, the research brings a limelight of Customer Based Brand
Equity for fast moving consumer goods in a particular area of town based civilization.
Research Gap
Though enough research has been done in various aspects of consumer behaviour pattern due
to influence on brand equity. It is found no research has been carried on Indian youth especially
on FMCG brands that too in the cities of Mumbai & Pune. Also it is observed such research has
not been carried out in the age group of 21 to 40. In this rapidly changing & overtly exposed
Indian Diaspora, it is difficult to keep track of their behaviour towards Brand equity w.r.t FMCG
products & its impact on purchase decision. It is therefore important to research, what do they
perceive & how do they decide buying in low involvement product category.
This study therefore is systematically organized & scientifically analysed. So the research
study is concerned about the influence of brand equity w.r.t selected FMCG products among
the modern youth for their purchase decision making in Mumbai and Pune cities.
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CHAPTER 3
OBJECTIVES, HYPOTHESES
AND RESEARCH
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CHAPTER 3
OBJECTIVES, HYPOTHESES AND RESEARCH
Importance of the study
From the marketer's point of view the brand is a value, the brand name of the product marketed
by them should attain very good market share. From the young customers point of view a
brand should contain unique value proposition. A brand is said to have equity when the customers
prefer to buy a particular brand amongst others. When a customer who is able to recognize &
recall the brand name and its assets for the long period and continue to stay with it is a strong
equity. From that point of view of brand equity, it is the extension of brand loyalty and brand
knowledge. The present market scenario explores that the branded commodities are more valued
than unbranded commodities in FMCG. The customers are more eager in using branded
commodities than unbranded commodities because by using the brand they are getting some
kind of gratification while using it. In this critical situation the marketers are supposed to
create a value of their brand. But here some questions are raised, what is that value? How can
one create value? What are the parameters for creating value to a particular brand? This study
is conducted for identifying various elements and parameters for knowing the value from youth
based on consumer perspective of among the youth at Mumbai and Pune cities.
Statement of the problem
Researcher clearly calculated the research problem with concise & care was taken in using the
words precisely in accordance with the essential substance of objectives.
The brand equity is directly linked with the customer behaviour and their attitude. The purpose
of branding is to familiarize a brand among customers for brand choice. Besides the branded
FMCG products always have superior impact among the customers because in one way a
brand is an assurance of delivery & promise. It is necessary for the marketers to establish brand
knowledge among customers. The brand knowledge comprises of various factors and elements
which are related to product, features, attributes and associations. Brand equity is an analytical
concept depends upon brand loyalty, brand awareness and brand knowledge. It also has an
empirical relationship with perceived quality and performance of brand.
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The study mainly focuses on brand equity and the awareness of young customers on its
fundamental building tasks. Brand equity reinforces strong relationship over a period of time.
The customers when they use any FMCG products are meticulous in ascertaining the
characteristic features, attributes of the product as well as the brand image. They have a certain
amount of unintended effects of advertisement, promotional and marketing mix strategies of
the manufacturers. During the process of post purchase behaviour, the customers are highly
incidental to experience the Brand and the total outcome of its utility and value expressive
performance. The optimistic residuals of post purchase behaviour are the point of inception of
brand loyalty. It is being accelerated and read in the psychological domain of customers of
FMCG to acquire its maximum momentum. The output of the psychological drives unleashed
in the context of brand loyalty is perfectly distributed in various dimensions like performance,
awareness, knowledge and utility of the product. Hence, based on the above issues, the following
questions are probed.
Is the brand equity relevant in the changing lifestyle of modern youth in Mumbai & Pune?
Do the brand equity elements consistently influence on FMCG on genders and other
demographic variables of modern youth?
Objectives Of The Study
1. To study about the importance of brand and brand equity w.r.t brand loyalty, brand association,
brand awareness and perceived quality in the changing life style of the modern youth in
selected FMCG in Mumbai & Pune cities.
2. To study any difference in repetitive purchase behaviour among youth in spite of
various stimulant effects and retailers influence.
3. To study the ability of youth in identifying the differentiation of their brands in spite of
impact of advertising & other stimuli in the selected FMCG.
4. To study the pre purchase expectation of youth & single attribute's influence on the
purchase decision of FMCG.
5. To study the impact of self-image on using FMCG among youth and also the existence
of relationship of with them.
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6. To study the favourable attitude towards selected FMCG on the post purchase usage
among youth.
7. To examine about the impact of rational, emotional, & self-expressive motives and
its reinforcement effect on brand equity on FMCG & its congruence among youth gender.
Hypotheses Of The Study
Based on the objectives, following are hypotheses:
H01 : The usage of FMCG brands do not have any importance in modern youth life.
H11 : The usage of FMCG brands have significant importance in modern youth life.
H02 : There is no such Brand loyalty existing among modern youth in FMCG irrespective
of gender.
H12 : There is such Brand loyalty existing among modern youth in FMCG irrespective
of gender.
H03 : There is no shift in brand loyalty due to change in demographic variables among youth.
H13 : There is shift in brand loyalty due to change in demographic variables among youth.
H04 : There is no significant difference between the proportions of respondents who
agree/ strongly agree to disagree/ strongly disagree to the stimuli to arouse youth
to patronize repetitive purchase.
H14 : There is significant difference between the proportions of respondents who agree/
strongly agree to disagree/ strongly disagree to the stimuli to arouse youth to
patronize repetitive purchase.
H05 : There is no routine purchase behaviour of youth from the same shop in spite of
consistent positive reinforcement from the shop keeper.
H15 : There is routine purchase behaviour of youth from the same shop on consistent
positive reinforcement from the shop keeper.
H06 : The emotion component of the brand does not stimulate the task of repetitive
purchase of the brand among youth.
H16 : The emotion component of the brand do stimulates the task of repetitive purchase
of the brand among youth.
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H07 : The young consumers are not familiar with the difference between their brand
& competing brands in spite of advertising exposure.
H17 : The young consumers are familiar with the difference between their brand &
competing brands in spite of advertising exposure.
H08 : The young consumers are not attracted firmly by the various stimulant factors
used by the brand strategists.
H18 : The young consumers are attracted firmly by the various stimulant factors used
by the brand strategists.
H09 : In awareness situations the youth are not faced with difficult perceptual judgment
in spite of irrelevant stimuli emphasized by brand strategists.
H19 : In awareness situations the youth are faced with difficult perceptual judgment
H010 : Young consumers do not have a tendency to evaluate one attribute or aspect of
stimulus to distort reactions to its other attributes.
H110 : Young consumers have a tendency to evaluate one attribute or aspect of stimulus
to distort reactions to its other attributes.
H011 : Youth do not have any pre-purchase expectation on features & other marketing
factors differentiating FMCG brands in Mumbai & as well Pune.
H111 : Youth have pre-purchase expectation on features & other marketing factors
differentiating FMCG brands in Mumbai & as well Pune.
H012 : Young consumers do not have certain expectations before purchase of their
selective FMCG brands.
H112 : Young consumers have certain expectations before purchase of their selective
FMCG brands.
H013 : New age consumers do not relate to the loss of self-image as a result of using
H113 : New age consumers relate to the loss of self-image as a result of using selective
FMCG brands.
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H014 : Due to low involvement, young consumers do not tend to relate with personal
experience of FMCG selected brands.
H114 : Due to low involvement, young consumers tend to relate with personal
H015 : There is no existence of relationship between consumer values (perception &
beliefs) after usage of FMCG selected brands.
H115 : There exists relationship between consumer values (perception & beliefs) after
usage of FMCG selected brands.
H016 : There is no favourable attitude towards the selected FMCG brands after post-
purchase usage among young consumers.
H116 : There is favourable attitude towards the selected FMCG brands after post-
purchase usage among young consumers.
H017 : There is no congruent favourable attitude among youth genders in terms of
value expressive functions.
H117 : There is congruent favourable attitude among youth genders in terms of value
expressive functions.
Research Methodology
Managerial Research is of a permanent significance. Innumerable aspirations are emerging
with the modern youth & they are uncovered by various stages of decisions making. Hence,
Researcher looked at the appropriate use of necessary tools of research to bring about quantified
precision leading to qualitative decisions. One word pithily describes the evaluating Indian
youth - heterogeneous Geographic proximity Socio-economic classification-age, qualification,
income, sex are all the ways to cleave this heterogeneity. The Indian youth today are a very
dynamic & ever changing lot. In this rapidly changing & overly exposed Indian Diaspora, it is
difficult to keep track of their behaviour towards purchase decision making. It's the most
prominent aspect, what do they perceive & how do they decide buying in low involvement
product category. This study therefore is systematically organized & scientifically analysed.
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Scope Of The Study
Brand equity can be studied from several perspectives. The mostly accepted methods for studying
brand equity are financial approach, brand extension approach and customer based approach.
Each perspective could suggest different parameters and methods to evaluate brand equity.
The concept of customer based brand equity has been applied in several product categories in
previous researches and produced various kinds of output, but there are very limited research
works in the area of fast moving consumer goods with the youth. The fast moving consumer
goods market is always highly competitive due to the national, global, niche players. In a
highly populated with the diversity of population in a country like India there is a potential
market for the fast moving consumer goods.
Hence, the researcher has chosen five fast moving consumer goods for the present research.
The products chosen for the research are bathing soaps, tooth pastes, washing powders, biscuits
and soft drinks. The products selected for the research is on the basis of products available for
personal care, oral care, fabric care and food and beverages care. The emergence of profound
empirical relationship for building brand equity in the restricted domains of the Mumbai &
Thane with the above mentioned factors focused the research orientation towards a particular
point of research. This may open fascinating vistas for new analytical and innovative research
in the area of brand equity.
Area of the study
The seven islands that came to constitute Mumbai were home to communities of fishing colonies.
For centuries, the islands were under the control of successive indigenous empires before being
ceded to the Portuguese and subsequently to the British East India Company. During the mid-
18th century, Mumbai was reshaped by the Homby project, which undertook the project of
reclaiming the area between the seven islands from the sea. Along with construction of major
roads and railways, the reclamation project, completed in 1845, transformed Bombay into a
major seaport on the Arabian Sea. Bombay in the 19th century was characterized by economic
and educational development. During the early 20th century it became a strong base for the
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Indian independence movement. Upon India's independence in 1947 the city was incorporated
into Bombay state. In 1960, following the Samyukta Maharashtra movement, a new state of
Maharashtra was created with Bombay as the capital. The city was renamed Mumbai in 1996.
Mumbai is the commercial and entertainment capital of India. It is also one of the world's top
ten centers of commerce in terms of global financial flow, generating 5% of India's GDP and
accounting for 25% of industrial output, 70% of maritime trade in India (Mumbai port trust
and JNPT), and 70% of capital transactions to Indian economy the city houses important financial
institutions such as the RBI, the BSE, the NSE, the SEBI and the corporate headquarters of
numerous Indian companies and multinational corporations. It is also home to some of India's
premier scientific and nuclear institutes like BAARC, NPCL, IREL, TIFR, AERB, AECI, and
the Department of Atomic Energy. The city also houses India's Hindi (Bollywood) and Marathi
film and television industry Mumbai's business opportunities, as well as its potential to offer a
higher standard of living, attract migrants from all over India, making the city a melting pot of
many communities and cultures.
Demographics
Table No. 1: Growth of Mumbai and Mumbai statistics
Census Population %
1971 5,970,575 -
1981 8,243,405 38.1%
1991 9,925,891 20.4%
2001 11,914,398 20.0%
2011 12,478,447 4.7%
Source: Census 2011
According to the 2011 census, the population of Mumbai was 12,479,608. The population
density is estimated to be about 20,482 persons per square kilometre. The living space is 4.5sq
metre per person. As per 2011 census, Greater Mumbai, the area under the administration of
the MCGM, has a literacy rate of 94.7%, higher than the national average of 86.7%. The number
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of slum-dwellers is estimated to be 9 million, up from 6 million in 2001, that is, 62% of all
Mumbaikers live in informal slums.
The sex ratio was 838 (females per 1,000 males) in the island city, 857 in the suburbs, and 848
as a whole in Greater Mumbai, all numbers lower than the national average of 914 females per
1,000 males. The low sex ratio is partly because of the large number of male migrants who
come to the city to work.
Residents of Mumbai call themselves Mumbaikar, Mumbaiite or Bombayite. Mumbai has a
large polyglot population like any other metropolitan city of India. Sixteen major languages of
India are also spoken in Mumbai, most common being Marathi, Hindi, Gujarati and English.
English is extensively spoken and is the principal language of the city's white collar workforce.
A colloquial form of Hindi, known as Bambaiya - a blend of Marathi, Hindi Guajarati, Urdu,
Indian English and some invented words - is spoken on the streets.
The number of migrants to Mumbai from outside Maharashtra during the 1991-2001 decade
was 1.12 million, which amounted to 54.8% of the net addition to the population of Mumbai.
The number of households in Mumbai is forecast to rise from 4.2 million in 2008 to 6.6 million
in 2020. The number of households with annual incomes of 2 million rupees will increase from
4% to 10% by 2020, amounting to 660,000 families. The number of households with incomes
from 1-2 million rupees is also estimated to increase from 4% to 15% by 2020.
As per provisional reports of Census India, population of Pune in 2011 is 3,115,431; of which
male and female are 1,602,137 and 1,513,294 respectively. Although Pune city has population
of 3,115,431; its urban / metropolitan population is 5,049,968 of which 2,659,484 are males
and 2,390,484 are females.
In education section, total literates in Pune city are 2,556,743 of which 1,361,257 are males
while 1,195,486 are females. Average literacy rate of Pune city is 91.61 percent of which male
and female literacy was 95.13 and 87.91 percent.
The sex ratio of Pune city is 945 per 1000 males. Child sex ratio of girls is 896 per 1000 boys.
Total children (0-6) in Pune city are 324,572 as per figure from Census India report on 2011.
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There were 171,152 boys while 153,420 are girls. The child forms 10.42 % of total population
of Pune City.
Table No. 2: Pune Demographic Statistics
Pune Metropolitan Total Male Female
Population 5,049,968 2,659,484 2,390,484
Literates 4,103,766 2,243,534 1,860,232
Children (0-6) 561,004 297,943 263,061
Average Literacy (%) 91.42 95.00 87.44
Sex Ratio 899
Child Sex Ratio 883
Source - Census of India-
Pune is the cultural capital of Maharashtra. Since the 1950-60s, Pune has had traditional old-
economy industries which continue to grow. The city is now also known for Manufacturing,
Automobile, Government & Private sector Research Institutes, Information technology (IT)
and Educational, Management, Training institutes that attract migrants, students and
Professionals not only from India but also students from South East Asia, Middle East and
African countries.
As one of the largest cities in India, and as a result of its many colleges and universities, Pune
is emerging as a prominent location for IT and manufacturing companies to expand. Pune has
the seventh largest metropolitan economyand the sixth highest per capita income in the country.
Steps for Research Used
The Researcher used the following steps for carrying out this research.
Selection of Problem Area
The selection of the problem were taken as Mumbai & Pune cities to investigate the sustaining
interest among demographic variable between the pre purchase & post purchase behaviour of
modern youth for selected FMCG.
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Familiarity with the Current Theory & Research
The existing frontiers of knowledge on Brand equity relating to problem with reference to all
the available sources of information & vide literature was scanned & understood by the
researcher.
Sources of Data
The researcher has used appropriate methods. The collected data is meaningful in accordance
with objectives & hypothesis. Data were collected both primary & secondary. It is well organized,
analysed & used as the basis for decision of Data.
Questionnaire Design
Researcher used open ended & close ended well-constructed questionnaires & Schedules for
conducting the survey & pilot study
This research entirely depends on both primary and secondary data. As established in the pilot
study, the primary data is collected through the well framed questionnaire comprising optional
type and Likert's 5 point scale type questions. The questionnaire is divided in to 3 major subdivisions
namely demographic details, product details and elements of brand equity. The first part consists of
optional type questions to ascertain the details of demographic backgrounds of customers of FMCG
in Mumbai & Pune. This section is useful in ascertaining place, gender, age, education, occupation,
income, number of family members etc. The second part gives complete details about various
FMCG, their brand names, purchase outlets and various reasons for brand switching etc.
This section ascertains the frequency of brands used 'by the customers and certain ranking
questions to identify the reasons for selecting the purchase outlets and brand switching. The
third part of the questionnaire deals with the various elements of brand equity like brand
awareness, brand knowledge, perceived quality, brand association, pre purchase decision and
post purchase behaviour. Likert's 5 point scaling technique was employed ranging from strongly
agree to strongly disagree. In particular the following scales are assigned to quantify the responses
of FMCG customers.
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5 - Strongly Agree
4 - Agree
3 - Neutral
2 - Disagree
1 - Strongly Disagree
Sampling
A proportionate convenient sampling method was employed to collect various perceptions of
customers of FMCG with regard to the various elements of brand equity. In Mumbai and Pune
with significant dense population 1200 respondents have been chosen proportionately covering
Mumbai city - Western, Central, and Harbour & Pune. Out of 1200 samples only 1150
respondents were completed questionnaire properly. Among those 1150 respondents only 1100
respondents' responses were found suitable for the analysis purpose. Hence, the exact sample
size of the study is restricted with 1100.((1.96)2 (0.50.5) (0.03)2 = 1067)
Unit of Analysis
For the purposes of comparison & analysis & different sets of data researcher expressed units
in percentages, percentage variance, cumulative percentage, histograms, ratios, observed
proposition, test proposition, Ranking for comparing demographic variables in terms of Age,
Sex, Place, income on both pre purchase & post purchase behaviour on Brand equity of selected
FMCG among Modern Youth. Quantities are compared for homogeneous & related to each
other & so as to investigate association between the purchase decision making between the
selected FMCG & Modern Youth behaviour in term of Brand equity towards self-image &
attitudinal behaviour.
Research Design
Hence Researcher used this an outline that provides the specifications for the careful collection
of relevant data & appropriate analysis so as to fulfil the objectives of research with precision,
economy & perfection. The nature & scope of the problem of research has to be clearly &
unambiguously stated. The validity & reliability of the various conclusion & findings are
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pragmatic & reliable. The hypotheses are in consonance with the objectives of the Research.
The nature of the research methods & their appropriateness for the purpose of study are explained.
The research methodology & type of research are also clearly stated. The researcher focused at
minimizing the errors that may arise in the performance of investigation.
Types of Research Design:
The Research design is exploratory research & is based on the specific nature if the problem of
investigation. A review of literature concerning subject matter of relevance of Brand equity
w.r.t. Modern youth towards selected FMCG investigation is undertaken. The hypothesis formed
by earlier researcher was examined & evaluated & reviewed for new investigations. The design
takes into consideration the perceptions & experiences of young respondents in Mumbai &
Pune. The researcher devoted a significant portion of his work on exploratory studies as little is
known about the problem being examined. The idea is to clarify concepts & investigate how
the Modern youth are influenced by the different forms marketing efforts & explanation with
their behaviour towards attributes, emotion & self-concept. The researcher obtains new finding
that could help him in pursuit of his further research. For instance, whether demographic variables
of this findings are similar to other districts of Maharashtra youth towards FMCG pre & post
purchase decision making. This study is systematically organized and scientifically analysed
data. Both descriptive and empirical analyses are simultaneously employed to derive results
based on the objectives of the study.
Pilot Study
Reliability Analysis from Pilot study data: In the study of statistics, Cronbach's alpha is a
coefficient of internal consistency. It is commonly used as an estimate of the reliability. Since
our questionnaire is distributed in different parts. Cronbach's alpha is calculated to check the
internal consistence of the different related questions. The following table gives the Cronbach's
alpha values for different questions. The reliability is assumed if value is above 0.6.
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Table No. 3: Reliability Analysis from Pilot study data
Cronbach's Alpha
Q 10 0.882
Q 12A 0.601
Q 12 B 0.796
Q 14 0.709
Q 15 0.911
Q 16 0.872
Q 17 0.893
Q 18 0.861
Q 19 0.918
Q 20 0.883
Q 21 0.896
Interpretation : Since the cronbach's alpha for all the questions in the questionnaire is greater
than 0.6 indicates internal consistency.
Statistical Tools Used for Data Analysis
1. Mann-Whitney U test: The test is used two compare the two variables when variables
are defined on ordinal scale. The Mann-Whitney U test is considered as non-
parametric counterpart for parametric independent t-test. We used Mann-Whitney
test in our analysis because, in some part of the analysis we compared two ordinal
types of variables.
2. Z-test: This test is used to test the proportion between two variables. This is large
sample parametric test. Since responses are collected from two levels of groups
and it is necessary to compare the proportions of two levels for their difference in
the opinion on many factors. Even the number of respondents in each group is
more than 30 (large sample test) we used z-test of proportion.
3. ANOVA: ANOVA is parametric test used when more than two variables are to be
compared which are defined on continuous scale. ANOVA gives the information
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whether there exists significance of difference between different variables. In some part of
the analysis we compared the scores of the more than two variables for the significance of
difference for the mean score. This analysis is carried out by using ANOVA test.
4. Kruskal-Wallis test: This test is used in that same way as that of ANOVA. The only difference
between these two tests is, ANOVA is used with parametric data and
K-W test is used with non-parametric data. Since in our analysis we compared non parametric
data, we used K-W test.
5. Duncan's Test: This is post hoc test which always go with the ANOVA with significant p-
value. This test is used to find out which amongst the many variables exactly
differs significantly. Wherever we used ANOVA for comparison we further tested it
by using Duncan test. So Duncan test is an essential test which is always used with
ANOVA for further comparison.
6. Factor Analysis: Factor analysis is variable reduction tool used for reducing the
number of variables for comparison. Factor analysis sometimes is used for extracting
important factors. The extracted factors are then considered for further statistical
analysis. In analysis we tried to extract important factors on many aspects. So we
used factor analysis.
7. Binomial Test: The Binomial Test procedure compares the observed frequencies of
the two categories of a dichotomous variable to the frequencies that are expected
under a binomial distribution with a specified probability parameter. By default, the
probability parameter for both groups is 0.5. To change the probabilities, you can
enter a test proportion for the first group. The probability for the second group will be
1 minus the specified probability for the first group.
8. Chi-square test: When the data is given in terms of frequency then to check the
independence of attributes as well as comparison of proportion we use chi-square test.
At the point of inception a pilot study was conducted with a well-defined questionnaire. The
main aim of the pilot study was to check the feasibility and reliability of the questionnaire
which was used as a main tool for collecting the data from primary source.
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The questionnaire was circulated among 100 sample customers of FMCG in different places of
Mumbai & Pune. The responses obtained are systematically transformed into the data spread
sheet with suitable numerical coding. Necessary modifications were incorporated after the
pilot study as suggested by the sample respondents.
This shows the high validity and reliability of the questionnaire circulated among the customers
of FMCG. Besides the statements in Likert's 5 point scale the optional questions are also tested
with Gaussian distribution method. This analysis revealed perfect formation of normal
distribution of all the optional type questions with demographic profile and product details. It
is concluded out of these results that the questionnaire so framed was highly suitable in
ascertaining the responses from the customers of FMCG in Mumbai & Pune.
The primary data collected from the respondents were computerized and programmed to get
logically consistent inferences. The data were tabulated keeping in view the objectives of the
study. The computerized data were analysed with the help of Statistical Package for Social
Sciences (SPSS). The following various statistical tools are applied for the present study.
Percentage analysis and diagrammatic representation are used to express the demographic
profile and brand details of customers and the FMCG they use.
Ranking analysis is used in ranking the reasons for repurchase and reasons for brand switching
as well as selection of particular purchase outlets.
Factor analysis by principal component method is brought to bear on the problems of identifying
the predominant factors of brand awareness, brand knowledge, perceived quality, brand
association, purchase decision and post purchase behaviour.
Limitations of the study
This study is restricted to Mumbai & Pune cities only
Pune &Mumbai consist of customers with maximum semi urban and metro
background. The results derived from the analysis may or may not be suitable for
the rural & other part of Maharashtra cities.
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Time and fund constraints were the major limitations to the study and forced to
restrict the respondents with in a stipulated time.
The study covers only some selected items of fast moving consumer goods. The
results obtained from the study may or may not be applicable for other type of product.
The information provided by the respondents is purely based on their memory only.
The quality and reliability of the data collected are depending upon the memory
recall of the respondents.
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CHAPTER 4
THE CONCEPTUAL FRAMEWORK

OF BRAND EQUITY
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CHAPTER 4
THE CONCEPTUAL FRAMEWORK OF BRAND EQUITY
Branding is not a new phenomenon. Craftsman and manufacturers have a long used marks of
one sort or another to identify and distinguish their products from those of others, and examples
of emblematic identification can be found throughout history. The earliest identity marks date
back to prehistoric times, and even then the marks answered one or more of the same basic
questions: Who has made this? Who owns it? What is it? What makes it special? Prehistoric
hunters inscribed their weapons with marks to indicate ownership. Ancient Greek and Roman
potters identified their work by pressing a thumbprint in the wet clay on the bottom of the pot.
By the middle ages, the application of identifying marks onto livestock was commonplace. (To
brand, indeed, comes from the Old Norse word meaning to burn.) Since ancient times, symbolic
and ornamental figures have been used as tribal or national emblems to proclaim power and
authority, by kings, emperors, and governments to proclaim ownership or control. The Japanese,
for example, used the chrysanthemum; the Romans used the eagle; and the French employed
firt the lion and later the fleur-de-lis.
Seals, too, were employed as forms of identity marks in the most ancient of civilizations. Their
use, for example, in the Babylonian Empire was to authenticate the documents to which they
were attached. For more than 30 centuries in China, Japan, Korea, and all over the far east, the
use of beautifully hand-carved stone chops were used by Emperors and senior members of the
imperial court to sign their rank and authority to authenticate official decrees and certificates.
All persons-literate and illiterate alike-were able to recognize the symbol of a ruler or other
potentate. By the twelfth century in Europe a complex system of identifying signs was developed
for use in heraldry. The particle of carrying personal symbols on the shields and banners began
during feudal times, when it was necessary for knight, his face obscured by the visor of his
helmet, to be recognizable at a distance. A coat of arms serves to distinguish families,
corporations, and even states and nations. Its architecture was determined by a blueprint
containing six elements: A crest, torso, helmet, mantle, escutcheon, and scroll with motto.
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Branding began much before the term entered the lexicon of modern marketing thought. It can
be traced to ancient civilization. Naming individuals is the branding practice followed to
differentiate on person from other. In the early twentieth century, agriculturists employed a
variety of tools to brand their produce. Branding becomes imperative when identity is lost due
to homogeneity, for branding in its simplest form is a differentiator. One can trace the etymology
of the word 'brand' to its origin in the Old Norse word 'brandr'. It means 'to burn' (Interbrand
Group, 1912). In early times, farmers used to burn a mark or a symbol on their animals to
identify their livestock from those of others - a process called branding. This practice is common
even today.
Branding in modern context has always been an important aspect of marketing. In the sixteenth
century, distillers used branding in their own way. They burned or branded their name on the
wooden containers, called kegs or casks. It also prevented tavern owners from substituting
cheaper versions. Consumer identification with the product and protection continues to guide
branding practices even today. The brand concept evolved further in the eighteenth century.
Earlier the producers' names identified the products. It was a kind of corporate umbrella branding.
In fact, the identity of the producer used to be the brand name.
The real boost to branding came in the middle of the twentieth century. Originally, production
was craft based and localized. Since craft is producer specific, the output was automatically
differentiated because craft is time-consuming, it limited production to a low level. Hence,
markets were small and localized. But the dawning industrial wave altered production
methodologies, industrialization assembly lines, large corporations, and standardization. There
was a distinct move towards mass production and homogenization.
Manufacturing plants began to use similar technology, churning out products. This resulted in
one product being virtually indistinguishable from the other in its category. Consumer goods
industries, especially the non-durables, were the first ones to be influenced by this phenomenon.
This created branding compulsions for the manufacturers. "The formal history of brands is in
many ways a prosaic one, starting not all that many years ago when mass production and wider
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distribution led manufacturers to identify (or brand) their merchandise in a recognizable way,
so as to offer a promise of consistent quality"(Don 1996).
Brand Definition
As per Dunane E. Knapp, the genuine brand is defined "The internalized sum of all impressions
received by customers & consumers resulting in a distinctive position in their "Mind's eye"
based on perceived emotional & functional benefits. The primary objective of genuine brands
should be to add value to people's lives. A genuine brand is about benefiting the customer &
the more differentiated a brand is, the easier it is to communicate efficiently with the consumer.
Hence differentiation needs to be focused on the benefits to consumers as opposed to production
process related to the product or service. All too often an organization focuses the majority of
its attention on getting the sale instead of on inspiring confidence in the purchase decision &
delivering use satisfaction from the enjoyment of the product or service. However a genuine
brand provides value or positive Brand Equity to its customers. The primary concern for
consumers today is "What's in it for me"? The processes unvalued & the size of the brand mean
nothing to a consumer unless it communicates a clear benefit that the consumer deems fit.
As Stephen Dunphy. Business editor for "The Seattle Times" says "Brand does not mean the
something to everybody; some organizations get the concept & many don't. According to Dunphy
the key is whether an organization "Walks the Talk" & really understands the necessity for a
brand to distinctive in a manner that's beneficial to its customer. In fact, it could be argued that
many brands names might be well known, yet not all that distinctive in the consumer's mind
when compared to other brands names in their industry. The less distinctive a brand is in the
consumer's mind, the more room for competitors to occupy a position in the mind's eye & the
less genuine a brand becomes.
The concept of brand in its present form is recent. Creating a brand is the ultimate aim of
marketing Endeavour. The AMA defines it thus: "A brand is a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods or services of one seller or
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group of sellers and to differentiate them from those of competitors". At a very basic level, a
brand is merely a trademark or a symbol that helps consumer identity a product of a manufacturer.
A brand mark refers to that part of brand which is not made up of words, but can be a symbol
or design. A trade mark is a legal registration indicating the owner's exclusive right to use a
brand or some part of brand. A trade name is the full and legal name of a firm and not the
specific name of a product.
In the new era of globalized market place, brand is a key driver of economic values of a
corporation and it is a wealth generator. When products are not differentiated in the factories,
they are differentiated in consumers' minds.
Brands are the ultimate differentiators. They drive consumer buying, revenues and also the
value of the business. Brands are the basis of consumer relationship. It is reputation. It is
identification. It is a promise. It is a guarantee. They bring consumers and marketers closer and
bind them together. It is a truth now universally acknowledged that a company with powerful
brands succeeds in the market place.
A brand is a complex symbol that can convey up to six levels of meanings (Kotler 2003).
Attributes: A brand brings to mind certain product characteristics. Benefits: Attributes must be
translated into functional, emotional and self-expressive benefit. Values: The brand also says
something about certain enduring perception & beliefs. Culture: The brand may represent a
certain root & its heritage. Personality: The brand can project a certain traits. User: The brand
suggests the typical & ideal user who uses this brand.
Brands versus Products
It is important to contrast a brand and product. According to Phillip Kotler, a product is anything
that can be offered to a market for attention acquisition, use or consumption that might satisfy
a need or want. Thus a product may be a physical good (cereal), service (airline), retail store
(department store), person (professional), organization (trade organization) place '(a city) or
idea (political or social cause). A brand is a product, but one that adds other dimensions that
differentiate it in some way from other products designed to satisfy the same need. These
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differences may be rational and tangible - related to product performance of the brand - or
more symbolic, emotional, and intangible-related to what the brand represents. From that point
of view, a branded product may be a physical good (Sunfeast - Biscuit), service (ICICI Bank),
retail store (Big Bazar), person (Dhoni), organization (American Marketing Association), place
(Agra), or idea (free trade). Hence, a product is a physical entity that lives in the real brand is
a perceptual entity that lives in the consumer's mind.
The brand is a set of differentiating promises that links a product to its customers. The brand
assures the customers of consistent quality plus superior value for which the customer is willing
to give loyalty and pay a price that results in a reasonable return to the brand. Accordingly, the
brand does not reside on the shelf even if the product does, but rather, in the mind of the
consumer. Brands today are seen not as a source of identification but as strategic assets which
are a source of competitive advantage. An unbranded product is a commodity that does not
have
Consumer and Customer
A customer is the individual or organization that actually makes a purchase decision while
consumer is the individual or organizational unit that uses or consumes a product. In many
cases the customer is also when buying for his own consumption. Further, the term customer is
typically used to refer someone who regularly purchases from a particular store or company.
Therefore,customer is defined in terms of specific firm while a consumer is not. This report
uses the term customer broadly to encompass all types of consumers including individuals as
well as organizations.
Brand PerspectivesThe views of brands are differing. There is no single universally accepted
perspective on brand. However, some commonality is observable across all perspectives. In
order to appreciate the larger an understanding of these perspectives is essential (Verma 2006)the
followings are some of the major perspectives of brand.
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Visual / Verbal Perspective
In this view, the focus is on the logo, trademark or packaging design. The visual and verbal
aspects of brand serve important functions of identification and differentiation. Symbols enhance
brand recognition and brand recall, while visual images leave imprints in the visual memory of
the prospect even at the pre-processing level.
Positioning Perspective
The brand must hold a position in the consumer's mind that sets it apart from the host of the
players in the category. Positioning is creating a unique position in the prospect's mind. The
brand is nothing more than a position occupied in the perceptual space of the consumer.
Value Perspective
The value perspective sees brand as a three-tier value system. The functional value refers to
performance aspects of the brand. The direct expressive values reflect the consumer
characteristics of the user. They state more about the customer and less about the product. The
central values at their purest are embodied in self-image purely meeting up with aspiration
drives such as confidence, freedom, youth & modern etc.
Brand Image Perspective
Image perspective lays stress on the perception or imagery aspect of a brand duly perceived in
their mind spectrum. It is an imagery over and above the physical product that may make a
brand more relevant and meaningful to consumers in certain cases.
Added Value Perspective
This perspective's thrust is on the value added by the brand in making the product more satisfying.
Added values help match the offerings with what the consumer wants and desires.
Perceptual Appeal Perspective
This perspective views the buyer from the consumer behaviour perspective. The focus here is
on the brand's anatomy and appeal. Depending upon the consumer, a brand could be developed
combining these aspects.
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Personality Perspective
The traits of an individual is likely to influence his product and brand choices. The consumer
adopts the brands which fit their personality. It is an inner characteristics or traits that distinguish
one user from the other.
Brand Equity
The concept brand equity has emerged as the central concept in marketing over the past 20
years. Much attention has been devoted recently to the concept of brand equity. The concept of
"brand equity" is generally considered to refer to that part of the value of a product that is
attributable to the brand name. From a managerial point of view, Aaker (1991) defines brand
equity is a set of brand assets and liabilities linked to a brand, its name and symbol, that add to
or subtract from the value provided by a product or service to a firm and / or to that firm's
customers. For assets or liabilities to underlie brand equity they must be linked to the name
and/or symbol of the brand. More generally, it has suggested that brand equity be considered
from the perspective of three separate entities: firm, trade and consumer. From the firm
perspective, brand equity is incremental cash flow arising from use of the brand name. From
the trade perspective, brand equity is leverage (in terms of acceptance and distribution) arising
from using the brand name. From the consumer perspective, brand equity is generally considered
to be something to do with "value".
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Fig. 1: Brand Equity
Source : Aaker David.A (1991) "Managing Brand Equity"- book
89
In today's competitive marketing environment brand equity has to be an important source of
strategic insights for marketers. It represents the marketing efforts uniquely attributable to the
brand and the added value endowed to a product or service as a result of past investments in the
marketing activity for a brand. Thus brand equity serves as a bridge between what has happened
to the brand in the past and what will happen to the brand in the future. Duane defines - Brand
equity as the totality of the brand's perception, including the relative quality of products &
services, financial performance, customer loyalty, satisfaction & overall esteem toward the
brand. It is all about how consumers, customers, employees & all stakeholders feel about a
brand.
Experts Views on Brand Equity
Brand equity can be measured by incremental cash flow from associating the brand with product"
(Farquhar, 1989).
Broadly stated, brand equity refers to the residual assets resulting from the effects of past marketing
activities associated with a brand (Arvind, Burke and Silva, 1990)."Brand equity subsumes brand
strength and brand value. Brand strength 'is the set of associations and behaviours on the part of
a brand's customers, channel members and Parent Corporation that permits the brand to enjoy
sustainable and differentiated competitive advantages. Brand value is the financial outcome of
management's ability to leverage, brand strength via tactical and strategic actions in superior
current and future profits and lowered risks", Srivastava and Shocker, 1991).
Brand equity is the added value that is attributable to the brand name itself which is not captured
by the brand's performance on functional attributes" (Sameer and Ramaswami, 1992)."Brand
equity can be thought of as the additional cash flow achieved by associating a brand with the
underlying product or service" (Biel 1992). "Brand equity is the totality of the brand's perception,
including the relative quality of products and services, financial performance, customer loyalty,
satisfaction and overall esteem towards the brand. It is how consumers, customers, employees
and all stakeholders feel about the brand" (Konapp, 2000). The Brand equity is the total
accumulated value or worth of a brand; tangible and intangible assets that the brand contributes
to its corporate parent, both financially and in terms of selling leverage" (Upshwaw,1995).
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Customer based Brand equity
Customer-based brand equity can be defined as the differential effect that brandknowledge has
on consumer response to the marketing of that brand. There are three key ingredients to this
definition "differential effect", "brand knowledge", and "consumer response to marketing."

First, brand equity arises from differences in consumer response. If no differences occur, then
the brand can essentially be classified as a commodity or generic version of the product. Second,
these differences in response are a result of consumers' knowledge about the brand. Thus,
although strongly influenced by the marketing activity of the firm, brand equity ultimately
depends on what resides in the minds of consumers.
Third, the differential response by consumers that makes up the brand equity is reflected in
perceptions, preferences, related to all aspects of the marketing of a brand. Conceptualizing
brand equity from the consumer's perspective is useful because it suggests both specific
guidelines for marketing strategies and tactics and areas where research can be useful in assisting
managerial decision making. Two important points emerge from this conceptualization. First,
marketers should take a broad view of marketing activity for a brand and recognize the various
effects it has on knowledge, as well as how changes in brand knowledge affect more traditional
outcome measures such as sales. Second, markets must realize that the long-term success of all
future marketing programs for a brand is greatly affected by the knowledge about the brand in
memory that has been established by the firm's short-term marketing efforts. In short, because
the content and structure of memory for the brand will influence the effectiveness of future
brand strategies, it is critical that managers understand how their marketing programs affect
consumer learning and thus subsequent recall for brand-related information (Keller 1993). A
brand is said to have positive customer-based brand equity when consumers react more
favourably to a product and the way it is marketed when the brand is identified than when it is
not (Keller 2004).
Thus, a brand with positive customer based brand equity might in the consumers' acceptance
of a new brand extension, less sensitiveness to price increases and withdrawal of advertising
support, or willingness to seek the brand in a new distribution channel. On the other hand, a
brand is said to have negative customer-based brand equity if consumers react less favourably
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to marketing activity for the brand compared with an unnamed or fictitiously named version of
the product.
Brand Loyalty
This is a major component of brand equity. Brand loyalty, a long and central construct in
marketing, is a measure of the attachment that a customer has to brand. The customers continue
to purchase one particular brand even in the face of competitors with superior features, price
and convenience where we can find the brand loyalty. It reflects how likely a customer will be
to switch to another brand, especially that brand makes a change, either in price or in product
features. It is one indicator of brand equity which is demonstrably linked to future profits.
Brand loyalty is qualitatively different from the other major dimensions of brand equity in that
it is tied more closely to the use of experience. Brand loyalty cannot exist without prior purchase
and use experience. It is a basis of brand equity that is created by many chief among them
being the use experience.
Brown (1953)defines brand loyalty according to the sequence of purchasing a specific brand
and classified them as undivided loyalty, divided loyalty, loyalty and no loyalty.
Gunningham (1956) measured brand loyalty is the proportion of total purchases within a given
product category restored to the most frequently purchased brand or set of brands. Raj
(1985)viewed that the brands with larger market shares have proportionately larger groups of
loyal buyers which would not only further increase sales in the near future but builds up brand
equity such products of brands. Rossiter and Piercy (1987) argued that brand loyalty is often
characterized by a favourable attitude towards a brand and repeated purchase of the same
brand over time. Aaker (1991)defines loyalty as "the attachment that a customer has to a brand",
and consider it to be a primary dimension of brand equity.
Keller (1993) views loyalty as a consequence of brand equity, i.e. when favourable attributes
results in repeated purchase. A loyal customer base offers several benefits, it creates entry
barriers for potential competitors, makes it possible to charge higher prices, gives the company
time to react competitors' innovations and also function as a buffer in times of intensive price
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competition (Aaker 1996)". Oliver (1997)defines brand loyalty as "a deeply held commitment
to re-buy or re-patronize a preferred product or service consistently in the future, despite
situational influences and marketing efforts having potential to cause switching behaviour".
Brand loyalty is also conceptualized based on an additional perspective. Yoo and Donthu
(2002)defines brand loyalty from the attitudinal perspective that "the tendency to be loyal to a
focal brand, which is demonstrated by the intention to buy the brand as a primary choice".
Brand loyalty is a complex phenomenon. At least seven different types of brand loyalty can be
distinguished.
In emotional loyalty, unique, memorable, reinforcing experiences create a strong emotional
bond with a brand. Positive word-by-mouth is likely to be very high. In identity loyalty, the
brand is used as an expression of self, to bolster self-esteem and manage impressions. Branding
prospects into related product categories are good. In differentiated loyalty, brand loyalty is
based on perceived superior features and attributes. Here demonstrations and trials are very
important tools of marketing tactics. In contract loyalty, a consumer believes that continued
loyalty earns him or her special treatment, but a competitor can question whether the consumer's
trust is being exploited. In switching cost loyalty, a consumer is loyal because the effort involved
in considering alternatives and adapting to a new alternative is not worth the expected return.
In familiarity loyalty, brand loyalty is the result of top-of-mind brand awareness. This kind of
loyalty is defended and attacked by constant, attention arising advertising that builds top-of-
mind brand awareness. In convenience loyalty, brand loyalty is based on buying convenience.
This type of loyalty may be attacked by the expansion of a competitor into convenience channels.
Brand loyalty of the customer base is often the core of a brand's equity It reflects how likely a
customer will be ready to switch to another brand , especially when that brand makes change,
either in price or in product features. As brand loyalty increases, the vulnerability of the customer
base to competitive action is reduced. There are at least five potential level of loyalty. These
five levels however provide a feeling for the variety of forms that loyalty can take and how it
impacts upon brand equity (Aaker 1991).
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Figure 2: Brand Loyalty Pyramid
Source : Aaker David. A (1991), "Managing Brand Equity", the Free Press, New York. p. 40.
The bottom loyalty level is the non-loyal buyer who is completely indifferent to the brand.
Each brand is perceived to be adequate, and the brand name plays only a small role in the
purchase decision. This buyer might be termed a switcher. The second level includes buyers
who are with the product or at least not dissatisfied. These buyers might be termed habitual
buyers. The third level consists of those who are also satisfied and, in addition, have switching
costs, e.g., costs in time or money associated with switching. This group might be called
switching -cost loyal. On the fourth level buyers truly likes the brand. Their preference may be
based upon a symbol, a set of use experiences or a perceived high quality. Segments at this
fourth level might be termed friends of the brand, because there is an emotional/ feeling
attachment. . At the top level are committed customers. They feel pride in being users of a
brand. The brand is very important to them either functionality or as an expression of who they
are. Their confidence in it is such that they will recommend it to others.
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Brand knowledge
From the perspective of the customer based brand equity model, brand knowledge is the key to
creating brand equity, because it creates the differential effect that drives brand equity. What
marketers need, then, is an insightful way to represent how brand knowledge exists in consumer
memory. The associative network memory model views memory as consisting of network
nodes and connecting links, in which nodes represent stored information or concepts and links
represent the strength association between this information and concepts. Any type of information
can be stored in the memory network, including information that is verbal, visual, abstract or
contextual in nature.
Consistent with the associative network memory model, brand knowledge is conceptualized
here as consisting of a brand node in memory with a variety of associations linked to it. In
particular brand can be characterized in terms of two components: brand awareness and brand
image. Brand awareness is related to the strength of the brand node or trace in memory, as
reflected by consumers' ability to identify the brand under different conditions (Rossiter and
Piercy 1987). Brand image can be defined as perceptions about a brand as reflected by the
brand association held in consumer memory. A positive brand image is created by marketing
programmes that link strong, favourable and unique associations to the brand in memory (Herzog
1963). The brand knowledge effects through brand awareness and brand association, the benefits
of brand are underlined as outcomes.
The brand knowledge can be understood through easy brand recognition and recall is made
with the number of purchases and consumption situation for which the brand comes to mind;
the extent of marketing programme that convey relevant information to consumers; the delivery
of product related and non-product related benefits that are desired by consumer and creating
points of difference that distinguish the brand from other brands. Therefore brand knowledge
entails significant activities leading to brand loyalty and equity. In brief brand knowledge
encompasses the consumer's ability relating to the awareness of the product, product features,
where the product is available, company that make the product, how the product is used and for
what and for what purpose and the specific and distinctive features of the product.
Brand knowledge is an unequivocal corner stone of brand equity concept. It is referred to the
breadth and depth of brand awareness, strength favourability and uniqueness of brand association
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and brand responses held in consumer memory and the nature of consumer brand relationships.
The brand knowledge also reveals what the customers have learned, felt, seen and heard about
the brand as a result of their experience over time. Thus brand knowledge can be expressed as
a sum of brand awareness and brand image. It facilitates the consumers to have familiarity with
a brand, have a better encoding ability and better developed procedural knowledge (Johnsson
and Russo 1984). More elaborate memory structures can facilitate the information of linkages
of new association (Alba and Hutchinson 1987). Consumer can also develop a greater number
of stronger links for familiar brands (Kent and Allen 1994).
Figure 3: Dimensions of Brand Knowledge
Source : Kevin Lane Keller (1993), "Conceptualizing, Measuring and Managing Customer -
Based Brand Equity", Journal of Marketing, Vol. 57 (1), P.7
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Brand Awareness
Brand awareness is the ability of a potential buyer to recognize or recall that a brand is a
member of a certain product category. A link between product class and brand is involved in
brand awareness. Brand awareness involves a continuum ranging from an uncertain feeling
that the brand is recognized to a belief that it is the only one in the product category (Aaker
1991). Brand awareness makes it easier for consumers to identify products with the well-
known brand names (Sullivan 1998). Brand awareness is created by increasing the familiarity
of the brand through repeated exposure for brand recognition and strong association with the
appropriate product category or other relevant purchase or consumption cues for brand recall
(Alba and Hutchinson 1987). Thus, anything that causes consumers to experience a brand
name, symbol, logo, character, packaging or slogan can potentially increase familiarity and
awareness of that brand element.
Brand awareness consists of brand recognition and brand recall. Brand recognition relates to
consumers' ability to confirm prior exposure to the brand when given the brand as a cue. In
other words, brand recognition requires that consumers correctly discriminate the brand as
having been seen or heard previously. Brand recognition is the minimal level of brand awareness.
It is based upon an aided recall test. Brand recognition is particularly important when a buyer
chooses a brand at the point of purchase.
The next level of brand awareness is brand recall. It relates to the consumers' ability to retrieve
the brand when given the product category, the needs fulfilled by the category, or some other
type of probe as a cue. In other words, brand recall requires that consumers can correctly
generate the brand from memory. Brand recall is based on unaided recall, which is a substantially
more difficult task than recognition. The first-named brand m an unaided recall task has achieved
top-of-mind awareness. The relative importance of brand recognition and recall depends on
the extent to which consumers make decisions in the store versus outside the store. Brand
recognition may be more important to the extent that product decisions are made in the store.
Brand awareness can be characterized according to depth and breadth. The depth of brand
awareness concerns the likelihood that a brand element will come to mind and the ease with
which it does so. A brand that can be easily recalled has a deeper level of brand awareness than
one that only can be recognized. The breath of brand awareness concerns the range of purchase
97
and usage situations where the brand element comes to mind. The breadth of brand awareness
depends to a large extent on the organization of brand and product knowledge in memory
(Keller 1998).
Brand awareness creates value in different ways. Brand awareness provides the anchor to which
other associations can be linked. Recognition provides the brand with a sense of familiarity
and people like the familiar. In the absence of motivation to engage in attribute revaluation,
familiarity may be enough. Brand awareness can be a signal of substance. The first set in the
buying process often is to select of brands to consider.
Brand awareness can be crucial to getting into this group. Brand awareness plays an important
role in consumer decision making for three major reasons. First, it is important that consumers
think of the brand when they think about the product category. Raising brand awareness increases
the likelihood that the brand will be a member of the consideration set. Second, brand awareness
can affect decisions about a brand in the consideration set. For example, some consumers have
been shown to adopt a decision rule to buy only familiar, well-established brands. In low
involvement decision settings, a minimum level of brand awareness may be sufficient for product
choice, even in the absence of a well-formed attitude. Finally, brand awareness affects consumer
decision making by influencing the formation and strength of brand associations in the brand
image (Keller1993).
Perceived Quality
Perceived quality can be defined as the customer's perception of the overall quality or superiority
of a product or service with respect to its intended purpose, relative to alternatives (Zeithaml
1988). Perceived quality is, first a perception by customers. It thus differs from several related
concepts, such as actual or objective quality-the extent to which the product or service delivers
superior service, product based quality - the nature and quantity of ingredients, features or
services included manufacturing quality-conformance to specification, the "Zero defect" goal.
Perceived quality cannot necessarily be objectively determined in part because it is a perception
and also because judgments about what is important to customers are involved. Perceived
quality is defined relative to an intended purpose and a set of alternatives. Perceived quality is
an intangible, overall feeling about a brand. However, it usually will be based on underlying
dimensions which included characteristics of the products to which the brand is attached such
98
as reliability and performance. To understand perceived quality, the identification and
measurement of the underlying dimension will be useful.
In many contexts, perceived quality of a brand provides pivotal reason-to-buy, influencing

which brands are included and excluded from consideration, and the brand that is to be selected.
Because the perceived quality is linked to purchase decisions, it can make all elements of the
marketing program more effective. If the perceived quality is high, the job of advertising and
promotion is more likely to be effective. A perceived quality advantage provides the option of
charging a premium price.
The price premium can increase profits and/ or provide resources with which to reinvest in the
brand. These resources used in brand-building activities such as enhancing awareness or
associations or in research and development to improve the product. A price premium not only
provides resources, but can also reinforce the perceived quality. Perceived quality can also be
meaningful to retailers, distributors and other channel members and thus aid in gaining
distribution. In addition, the perceived quality can be exploited by introducing brand extensions
using the brand name to enter new product categories. A strong brand with respect to perceived
quality will be able to extend further, and will find a higher success probability than a weaker
brand. A detailed examination of the relationship of perceived quality and other key strategic
variables in addition to return of investment by (Jacobsan and Aaker 1987)provides insights on
how perceived quality does create profitability.
Perceived quality affects market share. After controlling other factors, products of higher quality
care favoured and will receive a higher share of the market. Perceived quality affects price.
Higher perceived quality allows a business to charge higher price. The higher price can directly
improve profitability or allow the business to improve quality further to create a high competitive
barriers. Further, a higher price tends to enhance perceived quality by acting as a quality cue.
Perceived quality has direct impact on profitability in addition to its effect on market share and
price. Improved perceived quality will, on an average, increase profitability even when price
and market share are not affected. Perhaps the cost of retaining existing customers declines
less with higher quality, or competitive pressures are reduced when quality is improved. In any
case, there is a direct link between quality and return on investment.
99
Perceived quality does not affect cost negatively. In fact, it doesn't affect cost at all. The image
that there is a natural association between a quality, prestige niche, strategy and high cost is not
reflected in the data.
The concept that "Quality is free" may be part of the reason-enhanced quality leading to reduced
defects and lowered manufacturing costs.
The perceived quality is a most important determinant of building customer based brand equity.
The perceived quality is closely attached with functional benefits, so by using the products,
customers easily access the quality variables. If the quality of the product is up to expected
level of satisfaction, it is a major strength for brand. If a brand is strength in quality aspects
which will be reflected positively in all aspects of customer based brand equity.
Figure 4: Brand Awareness Pyramid
Source: Aaker David. A (19 91), "Ma naging Brand Equity", The Free Press, New York, p. 62
100
Figure 5: The Value of Perceived Quality
Source : Aaker David. A (1991), "Managing Brand Equity", the Free Press, New York. p. 86.
Brand Association
A brand association is any mental linkage to the brand. Brand associations may include product
attributes, customer benefits, uses, life-styles, product classes, competitors and countries of
origins. The association not only exists but also has a level of strength. The brand position is
based upon associations and how they differ from the competition. An association can affect
the processing and recall of information, provide a point of differentiation, provide a reason to
buy, positive attitudes and feelings and serve as the basis of extensions. The associations that a
well-established brand name provides can influence purchase behaviour and affect user
satisfaction. Even when the associations are not important to brand choices, they can reassure,
reducing the incentive to try other brands.
Brand associations may take different forms. One way to distinguish among brand associations
is the level of abstraction, that is, how much information is summarized or subsumed in the
association. Within this dimension, the types of brand associations can be classified into three
major types of increasing scope such as attributes, benefits, and attitudes. Several additional
distinctions can be made within these types to the qualitative nature of the association (Dickson
1994).
The first types of brand associations are brand attributes. Attributes are those descriptive features
that characterize a product or service. Attributes can be distinguished according to how directly
they relate to product or service performance. Along these lines, attributes can be classified
into product-related and non-product-related attributes.
Product-related attributes are defined as the ingredients necessary for performing the primary
product or service function sought by consumers. Hence, they relate to a product's physical
101
composition service's requirements. Product-related attributes determine the nature and level
of product performance. Product-related attributes can be further distinguished according to
essential ingredients and optional features, either necessary for a product to work, or allowing
for customization and more versatile, personalized usage.
Non-product-related attributes are defined as external aspects of the product or service that
relate to its purchase or consumption. Non product-related attributes may affect the purchase
or consumption process but do not directly affect the product performance. The four main
types of non-product-related attributes are price information, packaging or product appearance
information, user imagery i.e., what kind of a person uses the product or service, and usage
imagery i.e., where and in which situations the product or service is used.
The price of the product or service is considered a non-product-related attribute because it

represents a necessary step in the purchase process but is not intrinsic, related to the product
performance or service function. Price is a particularly important attribute, because consumers
often have strong the price and quality. In most cases, packaging does not directly relate to the
necessary ingredients for product performance. User and usage imagery attributes can be formed
directly from a consumer's own experiences and contact with brand users or indirectly through
the depiction of the target market as communicated, e.g., in brand advertising. Associations of
a typical brand user may be based on, e.g., demographic factors or psychographic factors.
Association of a typical usage situation may be based on the time of day, week, or year, the
location (inside or outside the home), or the type of activity (formal or informal), among other
aspects. The second type of brand associations are brand benefits. Benefits are the personal
value and meaning that consumers attach to the product or service.
Benefits can be further distinguished into three categories according to the underlying
motivations to which they relate: functional benefits, experiential benefits, and symbolic benefits.
Functional benefits are the more intrinsic advantages of product or service consumption and
usually correspond to the product-related attributes. These benefits often are linked to fairly
basic motivations, such as physiological and safety needs, and may involve a desire for problem
removal or avoidance. Experiential benefits relate to what is felt when the product or service is
used and they usually also correspond to both product-related attributes as well as non-product-
102
related attributes such as usage imagery. These benefits satisfy experiential needs such as sensory
pleasure, variety, and cognitive stimulation. Symbolic benefits are the more extrinsic advantages
of product or service consumption. They usually correspond to non-product-related attributes
and relate to underlying needs for social approval or personal expression. Symbolic benefits
are especially relevant for socially visible products. Thus, consumers may value the prestige,
exclusivity, or fashion ability of a brand because of how it relates to their self-concepts. The
third and most abstract types of brand associations are brand attitudes. Brand attitudes are
defined in terms of consumers' overall evaluation of a brand. Brand attitudes are important
because they often form the basis of actions and behaviour that consumers take with the brand
(e.g., brand choice). Consumers' brand attitudes generally depend on specific considerations
concerning the attributes and benefits of the brand. It is important to note that brand attitudes
can be formed on the basis of benefits about product-related attributes and functional benefits
and / or beliefs about non-product-related attributes and symbolic and experiential benefits.
Figure No. 6: The Value of Brand Association
Source:Aaker David. A (1991),"Managing Brand Equity", the Free Press, New York,p111
The different types of brand associations can vary according to their favourability, strength,
and uniqueness. Brand associations differ according to how favourably they are evaluated. The
success of a marketing program is reflected in the creation of favourable brand associations,
i.e., consumers believe the brand has attributes and benefits that satisfy their needs and wants,
so that a positive overall brand attitude is formed.
Thus, the more actively a consumer thinks about and elaborates on the significance of product
or service information the stronger associations are created in memory. This strength, in turn,
increases both the likelihood that information will be accessible and the ease with which it can
be recalled.
103
The presence of strongly held favourably evaluated associations that are unique to imply
superiority over other brands is crucial to a brand's success. Yet, unless the brand has no
competitors, the brand will most likely share e some associations with other brands. Shared
associations to establish a category membership and define the scope of competition with
other products and services. The favourability and strength of a brand association can be affected
by other brand associations in memory. Congruence is defined as the extent to which a brand
association shares content and meaning with another brand association. In general, information
that is consistent in meaning with existing brand associations should be more easily learned &
than unrelated information. The congruence among brand associations determines the
cohesiveness of the brand image. The cohesiveness of the brand image may determine
consumers' more holistic or gestalt reactions to the brand.
Secondary brand association occurs when the brand association itself is linked to other
memorized information that is not directly related to the product or service. Because the brand
becomes identified with this other entity, consumers may infer that the brand shares associations
with that entity, thus producing indirect links for the brand. Secondary associations may arise
from association related to, e.g., the company, the country of origin, the distribution channels,
a celebrity spokesperson of the product or service, or an event. The first three types of secondary
associations involve factual sources for the brand. First, the brand may vary by the extent to
which it is identified with a particular company. Similarly, a brand may be associated with its
"country of origin" in such a way that consumers infer specific beliefs and evaluations.
Finally, the distribution channels for a product may also create secondary associations. The
last two types of secondary associations occur when the primary brand associations are linked
to user and usage situation attributes, especially when they are for a particular person or event.
Consider the case in which a well-known person lends credibility to product or service claims
because of his or her expertise, trustworthiness, or attractiveness. Similarly, when a brand
becomes linked with an event, some of the associations with the event may become indirectly
associated with the brand. Secondary brand associations may be important if existing brand
associations are deficient in some way. In other words, secondary associations can be leveraged
to create favorable, strong, and unique associations that otherwise may not be present (Keller
1998)". To create brand equity, it is important that the brand has some strong, favorable and
unique brand association.
104
Fig. No. 7: Types of Brand Association
Source : Aaker David A. (1991l), "Managing Brand Equity" The Press Free, New York. P. 115
Purchase Decision
The core of marketing is exchange. It is the actualization of a transaction on between the seller
and the seeker of value. In this process the customer must make a choice or decisions with
regard to selection of a value provider. A brand success reflects choice or a decision in its
favour. A decision involves a choice between two or more alternative actions or behaviours
105
(Flemming 1976). The customers essentially makes two types of decision in the context of
marketing. The first type of decisions is directed at the choice of product or service. These
decisions are called assortment decisions. The second type of decision concerns the choice of
specific brands and how to obtain them. These are called as market related decisions (Walters
1974). Why do customers need assortment? Since most customers do not have unlimited
resources, judicious allocation of resources among given alternatives is required.
The concept of assortment implies the basic combination of goods and service that meets the
need of particular individual or group (Wroe 1957) .Assortment decisions tend to be guided by
central values held by the individual and socio-psychological variables.
Sometimes, assortment decisions tend to be conscious ones, based on systematic analysis. The
perception of each type of consumers should be duly recognized with respect to the related
attributes and benefits of the while getting involved with purchase decisions. Regardless of the
types of customers the process of purchase decision are uniform viz., need recognition, choice
of involvement level, identification of alternatives, evaluation of alternatives, decision to buy
and post purchase behaviour (Stanton, Etzel and Valker 1994)". Consumer decision process
does not consist of discrete acts, but is a process. It is not just the decision but a whole series of
decisions.
The customer moves to market related decisions in order to operationalize the assortment
strategy. After searching and evaluating the alternatives, the consumer must decide whether to
buy or not. Thus, the first outcome is the decision to purchase or not to purchase. If the decision
is to buy, various decisions are to be taken regarding where and when to make the actual
transaction, how to take delivery or possession, the method of payment, and other issues. The
buying decision also highly influenced with cultural, social, personal and psychological factors.
For consumers, brand equity is the value addition in the product of the brand. Brand equity
results in increase in sales through consumer's acceptance.
Post purchase behaviour after purchasing the product, the consumer will experience some
level of satisfaction or dissatisfaction. The consumer will also engage in post purchase action
106
and product uses of interest to the marketer. The consumer's satisfaction or dissatisfaction with
the product will influence subsequent behaviour, if the consumer is satisfied, then he/ she will
exhibit a higher probability of purchasing the product on the next occasion. The satisfied
consumer will also tend to say good things about the product and the company to others. The
post purchase behaviour is depending upon the extent of consumers' set of experience stored in
memory, how well they select products and stores and the type of feedback they received.
Understanding consumer needs and buying processes is essential for building effective marketing
strategies. By understanding how buyers go through problem recognition, information search,
evaluation of alterative, the purchase decision and post purchase behavior, the marketers can
identify the effective marketing strategy.
The post purchase evaluation involves comparison between the expectations and actual
performance of the product or brand. There are three possibilities at this stage. First, there is no
discrepancy between expectations and actual performance. It leaves the consumer with neutral
feelings. Second, performance exceeds expectations, in this situation consumer feels satisfied.
Third, performance falls below expectations, this leaves the consumer dissatisfied (Emet,
Woodrufi and Jenkins 1987). The interaction between expectations and actual product
performance produces either satisfaction or dissatisfaction. However, there does not appear to
be merely a direct relationship between the level of expectations and the level of satisfaction.
Instead, a modifying variable known as "disconfirmation of expectations" is thought to be a
mediator of this situation.
The disconfirmation can be of two varieties: a positive disconfirmation occurs with what is
received is better than expected and a negative disconfirmation occurs when things turnout
worse than anticipated. Thus, any situation in which the consumer's judgment is proven wrong
is a disconfirmation (Bension 1980). The desire to study the behavior of consumers after the
purchase has been made is a 'true' marketing orientation, an identification with the consumers
and seeing things from their perspective. Purchases are purposive and motivated. Post purchase
behaviour indicates to what extent these purpose have been met and motives achieved. Post
107
purchase activity gives an indication as to whether the customers are going to again patronize
a firm in future, and also they will be in a mood to recommend a product to potential customers.
The theoretical background relating to sources of customer based brand equity clearly explored
various elements and insights in to it. In the present research study it is identified that brand
loyalty is a major influencing factor of customer based brand equity. The remaining things
discussed in this chapter are brand awareness, brand knowledge, perceived quality, brand
association, purchase decision and post purchase behaviour which leads to accomplish customer
based brand equity. The following chapter brings out the results secured through statistical
analysis based upon the responses of respondents.
The core of marketing is exchange. It is the actualization of a transaction on between the seller
and the seeker of value. In this process the customer must make a choice or decisions with
regard to selection of a value provider. A brand success reflects choice or a decision in its
favour. A decision involves a choice between two or more alternative actions or behaviours
(Flemming 1976). The customers essentially makes two types of decision in the context of
marketing. The first type of decisions is directed at the choice of product or service. These
decisions are called assortment decisions. The second type of decision concerns the choice of
specific brands and how to obtain them. These are called as market related decisions (Walters
1974). Why do customers need assortment? Since most customers do not have unlimited
resources, judicious allocation of resources among given alternatives is required.
The concept of assortment implies the basic combination of goods and service that meets the
need of particular individual or group (Wroe 1957) .Assortment decisions tend to be guided by
central values held by the individual and socio-psychological variables.
Sometimes, assortment decisions tend to be conscious ones, based on systematic analysis. The
perception of each type of consumers should be duly recognized with respect to the related
attributes and benefits of the while getting involved with purchase decisions. Regardless of the
types of customers the process of purchase decision are uniform viz., need recognition, choice
of involvement level, identification of alternatives, evaluation of alternatives, decision to buy
108
and post purchase behaviour (Stanton, Etzel and Valker 1994)". Consumer decision process
does not consist of discrete acts, but is a process. It is not just the decision but a whole series of
decisions.
The customer moves to market related decisions in order to operationalize the assortment
strategy. After searching and evaluating the alternatives, the consumer must decide whether to
buy or not. Thus, the first outcome is the decision to purchase or not to purchase. If the decision
is to buy, various decisions are to be taken regarding where and when to make the actual
transaction, how to take delivery or possession, the method of payment, and other issues. The
buying decision also highly influenced with cultural, social, personal and psychological factors.
For consumers, brand equity is the value addition in the product of the brand. Brand equity
results in increase in sales through consumer's acceptance.
Post purchase behaviour after purchasing the product, the consumer will experience some
level of satisfaction or dissatisfaction. The consumer will also engage in post purchase action
and product uses of interest to the marketer. The consumer's satisfaction or dissatisfaction with
the product will influence subsequent behaviour, if the consumer is satisfied, then he/ she will
exhibit a higher probability of purchasing the product on the next occasion. The satisfied
consumer will also tend to say good things about the product and the company to others. The
post purchase behaviour is depending upon the extent of consumers' set of experience stored in
memory, how well they select products and stores and the type of feedback they received.
Understanding consumer needs and buying processes is essential for building effective marketing
strategies. By understanding how buyers go through problem recognition, information search,
evaluation of alterative, the purchase decision and post purchase behavior, the marketers can
identify the effective marketing strategy.
The post purchase evaluation involves comparison between the expectations and actual
performance of the product or brand. There are three possibilities at this stage. First, there is no
discrepancy between expectations and actual performance. It leaves the consumer with neutral
feelings. Second, performance exceeds expectations, in this situation consumer feels satisfied.
109
Third, performance falls below expectations, this leaves the consumer dissatisfied (Emet,
Woodrufi and Jenkins 1987). The interaction between expectations and actual product
performance produces either satisfaction or dissatisfaction. However, there does not appear to
be merely a direct relationship between the level of expectations and the level of satisfaction.
Instead, a modifying variable known as "disconfirmation of expectations" is thought to be a
mediator of this situation.
The disconfirmation can be of two varieties: a positive disconfirmation occurs with what is
received is better than expected and a negative disconfirmation occurs when things turnout
worse than anticipated. Thus, any situation in which the consumer's judgment is proven wrong
is a disconfirmation (Bension 1980). The desire to study the behavior of consumers after the
purchase has been made is a 'true' marketing orientation, an identification with the consumers
and seeing things from their perspective. Purchases are purposive and motivated. Post purchase
behaviour indicates to what extent these purpose have been met and motives achieved. Post
purchase activity gives an indication as to whether the customers are going to again patronize
a firm in future, and also they will be in a mood to recommend a product to potential customers.
The theoretical background relating to sources of customer based brand equity clearly explored
various elements and insights in to it. In the present research study it is identified that brand
loyalty is a major influencing factor of customer based brand equity. The remaining things
discussed in this chapter are brand awareness, brand knowledge, perceived quality, brand
association, purchase decision and post purchase behaviour which leads to accomplish customer
based brand equity. The following chapter brings out the results secured through statistical
analysis based upon the responses of respondents.
110
CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
111
CHAPTER 3
DATA ANALYSIS AND INTERPRETATION
Importance of the study
The review of literature and conceptual background clearly reveals that the customer based
brand equity is built by various factors. The factors related to brand equity comprises of various
elements. All those things are related to fundamental aspects of a product such as brand
knowledge, brand awareness, perceived quality, brand association, emotion, self-image, usage
experience, pre purchase decision and post purchase behaviour among modern youth. The
FMCG and its brand equity are built with the help of above mentioned brand elements. In the
present market scenario customers develop awareness of brand its attributes, its values and
brand reasons & its brand extension fit. The abundance of information search through the
powerful media offers the customers various understanding of knowledge and analytical about
the FMCG they purchase. The customers always go with certain amount of optimistic expectation
of experiencing a desired benefit over the purchased FMCG. Any negations and pessimistic
post purchase effects leads to brand disloyalty and distorts their repurchasing phenomenon.
The present study analyzes various elements of brand equity by the way of identifying factors
and its relation with variables among modern youth.
Demographic details of the respondents in this study crucial demographic details like place of
the residence, age, gender and educational qualifications are obtained rationally from the
respondents. Other demographic details like occupation, monthly income are also considered
as an indispensable tool to identify the behaviours of customers of FMCG in Mumbai & Pune
cities. The demographic variables are most popular bases for distinguishing customer groups
because customer wants, preferences and usage rates are often associated with demographic
variables. S
112
Statistical Data Analysis
Table No. 4 : Geographic Spread of the Respondents
Number of respondents Percentage
Mumbai 795 66.3%
Pune 405 33.7%
Total 1200 100.0%
Table No. 5 : Age of Respondents
Age Number of respondents percentage
21-25 298 27.1%
26-30 299 27.2%
31-35 261 23.7%
36-40 242 22.0%
Total 1100 100.0%
Table No. 6 : Gender of Respondents
Gender Number of respondents Percentage
Male 565 51.4%
Female 535 48.6%
Total 1100 100.0%
Table No. 7 : Marital Status of Respondents
Marital Status Number of respondents Percentage
Married 578 52.5%
Unmarried 522 47.5%
Total 1100 100.0%
113
Table No. 8 : Qualification of Respondents
Qualification Number of respondents Percentage
Up to Higher secondary 104 10.5%
Graduate 534 53.7%
Postgraduate 254 25.5%
Professional 90 9.0%
Others 13 1.3%
Total 995 100.0%
Table No. 9: Profession of Respondents
Profession Number of respondents Percentage
Business 93 9.2%
Professional 152 15.1%
Private Employee 317 31.5%
Govt. Employee 87 8.6%
House wife 137 13.6%
Student 218 21.7%
Others 2 .2%
Total 1006 100.0%
Table No. 10: Income of Respondents
Income Number of respondents Percentage
Below 20000 242 26.3%
20001 - 40000 334 36.3%
40001-60000 164 17.8%
60001- 80000 88 9.6%
80001 and above 91 9.9%
Total 919 100.0%
114
Testing of Hypothesis
How Important Is FMCG in Youth Life
H01 : The usage of FMCG brands do not have any importance in modern youth life.
H11 : The usage of FMCG brands have significant importance in modern youth life.
Response given to question, whether FMCG is important in life or not? Is rated as follows.
Strongly Unimportant : 1
Unimportant : 2
Neither Important norLess Important : 3
Important : 4
Strongly Important : 5
The following table gives the distribution of responses for the importance of FMCG product.
Table No. 11: Distribution of Response for Importance of FMCG
Count Column N %
Strongly Unimportant 10 1.0%
Unimportant 43 4.4%
Neither Important nor Less Important 178 18.1%
Important 409 41.6%
Strongly Important 342 34.8%
Fig. No. 8: Distribution of Response for Importance of FMCG
115
Hypothesis Testing
Null Hypothesis : Proportion of respondent who feels that FMCG products are important in life
and those who feels that FMCG products are not important in life is equal to 50%.
Alternate Hypothesis : Proportion of respondent who feels that FMCG products are important
in life is more than 50%.
Test Used : Binomial test is used to find whether the distribution of respondent is almost 50%
in both the groups who feels that the FMCG is Important and those who feels it is not important.
Category N Observed Prop. Test Prop. p-value
Group 1 <= 3 231 .24
Group 2 >3 751 .76
Total 982 1.00 .50 .000
Conclusion : Since the p-value for the Binomial test is 0.000, it indicates that we should reject
null hypothesis and conclude that proportion of respondents who feels that FMCG products
are very important in their life is more. The importance is also tested with different demographic
factors, since demographic factors may have influence on importance of FMCG.
The demographics variables clearly indicate in the research a FMCG brands play a vital in
their life. Nevertheless, there is a significant association in certain variables but the gender
does not associate any significance in age & gender if selected FMCG.
116
Table No. 12: Importance against Demographic Comparison
S U NI IMP SI Chi-x Degrees p- Interp
U NU Square of value retations
I Value freedom
Location Mumbai 0 12 56 129 131 22.828 4 .000* Significant
Pune 6 12 23 81 45
Age 21-25 0 13 43 118 90 20.613 12 .056 Non-
Group 26-30 0 11 55 120 83 Significant
31-35 5 12 38 86 91
36-40 5 7 42 82 77
Gender Male 5 19 88 221 179 2.233 4 0.698 Non-
Female 5 24 90 188 162 Significant
Marital- Married 8 28 96 203 172 6.878 4 0.142 Non-
Status Unmarried 2 15 82 197 168 Significant
Education Up to 8 8 28 34 24 89.048 16 .000* Significant
Hr. sec.
Graduate 0 23 90 215 185
Postgr 2 3 47 114 85
aduate
Profes 0 9 7 33 38
sional
Others 0 0 1 8 4
Profession Business 3 9 10 41 26 80.91 24 .000* Significant
Profes 0 4 25 49 74
sional
Private 0 4 49 136 115
Employee
Govt. 0 6 24 36 18
Employee
117
S U NI IMP SI Chi-x Degrees p- Interp
U NU Square of value retations
I Value freedom
House 5 6 37 51 32
wife
Student 2 14 32 91 75
Others 0 0 0 2 0
Income Below 6 17 41 92 79 37.857 16 0.000 Significant
20000
20001- 7 75 142 101
0000 2
40001- 1 7 25 74 52
60000
60001- 0 1 9 43 33
80000
80001 0 5 16 25 40
and
above
From the above table it's observed that:
1. Since p-value is less than that of 0.05, the association is significant with Location,
Education, Profession and Income.
2. Since the p-value for Gender, Marital status and age group is greater than that of
0.05, it indicates that the association is not significant.
Conclusion : From above table it can be concluded that FMCG products are important in the
life of youth irrespective of Gender, Marital status and age group. It is observed that there is
difference of opinion with respect to Location, Education, Profession and Income.
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The Impact of Brand Loyalty
The Brand Loyalty of the customer base is the core of a Brand equity of the customers are
indifferent to the brand & the purchase decision takes place w.r.t. to features price & convenience
with little concern to the brand name there is a likely little equity. If youth continue to purchase
the FMCG Brands in spite of superior features, price, convenience, shop keepers influence, a
substantial value exists in the brand. Hence, it is a measure of attachment that a consumer has
to a brand. As brand loyalty increases, the vulnerability of the customer bare to Brand Power.
Brand Loyalty translate Brand future. The investigated whether there is a uniform of Brand
loyalty in FMCG product category among youth. The Brand loyalty is very high in tooth paste
category followed by washing powder, but the lowest rank is bathing soap. It is observed that
the building brand loyalty among the youth is difficult and as they have a tendency to change
it 2 years or less. The shift of Brand Loyalty intensity is observed strong with demographic
variables more significant with income category but not with genders.
The study further explored the reasons for brand switch in spite the youth are motivated by
various stimulus they are exposed to,. The reasons which break the loyalty on the FMCG
among the youth are due to suggestions, of relatives & friends, due to positive advocacy of the
brand, no new variables availability strong visibility & increase in price. There is a significant
strong influence is due to positive advocacy of the brand & but the increase is observed the
last. Also the researcher investigated the factors for brand loyalty which emerged that there
were no attractive sales offers, unbelievable promise offered by other FMCG brands. But by
rotated component matrix it is observed the strong reasons for loyalty is youth are happy with
the existing Brands & no strong reason to switch over.
The study also investigated whether the trade leverage influences the brand loyalty dilution
due to routinized purchase behaviours of youth from the same shop, as most of the brands
always look for preferred shelf space on stores & due to extra incentives offered by brands to
distort repetitive purchase of the same brand. Trade leverage is particularly important when
introducing new varieties or variations or sizes. It is observed that there is no routines purchase
behavior of youth from the same shop in spite of trade leverage from the shops & more that
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55% of the respondents continues to purchase the FMCG Brands from the grocery shop only.
There is no change in the purchase phenomena behaviour among the gender rise & location
wise in spite of trade influence.
There were five reasons from Brands such as adherence to sales promotion, individual attention
of the Brand due to noticeability, availability of brand at door delivery & fresh stock, of which
availability of brand was ranked the most. In many situations it is difficult to get rid of customers
in the select FMCG from the purchase decision. The bottom line is the customers should be
treated right & measures the satisfaction. The goal is to have the positive interaction & treat the
customer as any person with respect.
H02 : There is no such Brand loyalty existing among modern youth in FMCG
irrespective of gender.
H12 : There is such Brand loyalty existing among modern youth in FMCG irrespective
of gender.
Table No. 13: Gender wise Respondents for Change of Brand
Have you Total Chi- df p-value
changed brand square
in last 2 years Value
Yes No
Gender Male 224 293 517 3.837
Female 183 310 493
Total 407 603 1010 3.837 1 .049
Interpretation : Since p-value is less than that of 0.05, one can conclude that there is association
between loyalty and gender of the person.
The duration of use of brands of FMCG can be considered as factor for loyalty to particular
brand. The more the duration of use of same brand, more the loyalty. The following table gives
us the duration of use for different FMCG product type.
120
Table No. 14: Product wise with Duration of Respondents
< 2 years 2-4 years 4-6 years > 6 years
Bathing Soap * 189 (19.70) 272 (28.40) 196 (20.40) 302 (31.50)
Tooth Paste * 133 (14.00) 198 (20.80) 226 (23.80) 393 (41.40)
Washing Powder * 123 (13.00) 225 (23.80) 263 (27.80) 335 (35.40)
Biscuits * 145 (15.60) 225 (24.10) 212 (22.70) 350 (37.50)
Soft Drinks * 168 (19.10) 215 (24.40) 184 (20.90) 314 (35.70)
*Figures in bracket indicate percentage.
Null Hypothesis : There is no significant association between the FMCG product type and
duration of use.
Alternate Hypothesis : There is significant association between the FMCG product type and
duration of use.
Chi-Square test Result
Less 2-4 more more Total Result
than years than4 to than
2 years 6 years 6 years
Bathing Soap 7.11 6.46 3.06 6.08 22.72* Significant
Tooth Paste 2.93 4.71 0.16 6.75 14.56* Significant
Washing 6.10 0.11 8.81 0.20 15.22* Significant
Powder
Biscuits 0.27 0.01 0.07 0.41 0.76 Non-Significant
Soft Drinks 4.35 0.00 1.96 0.10 6.42 Non-Significant
Total 20.76 11.30 14.07 13.55 59.67
* The value is greater than chi-square table value 7.81 at 3 df and 5% level of significance.
Interpretation : Since the total Chi-square calculated value is 59.67314 (p-value =0.00000003
< 0.05) greater than that of table value 21.026 at 5% level of significance, it indicates that one
should reject null hypothesis and conclude that there is significant association between the
FMCG product type and duration of use. To find out which of this type of category significant,
121
we carried out individual chi-square value for every type of FMCG. The Chi-square value is
significant for the Bathing Soap, Tooth Paste and Washing Powder. When looking at individual
cells we can put following observations.
On the basis of maximum contribution for chi-square value to determine significance we
conclude that:
1. For bathing soap respondents are using same brand for 2 years or less.
2. For tooth paste, it is observed that respondents are using same brands for more
than 6 years.
3. For washing powder, it observed that respondents are using same brands for 4 to 6 years.
To find the category-wise loyalty we assumed loyalty on the basis of number of years (more
than 4 years for same brand defines loyalty) of use of particular brand.
Binomial test is used to test this assumption.
Table No. 15: Results of the test for Category wise Loyalty
Binomial Test
Category N Obse Test p-value Interpr Ranking
rved Prop. etations
Prop.
BS Group 1 <= 4 years 461 .48 .50 .245a Non- Fifth
significant
Group 2 > 4 years 498 .52
Total 959 1.00
TP Group 1 <= 4 years 330 .35 .50 .000a Significant First
Total 950 1.00
WP Group 1 <= 4 years 348 .37 .50 .000a Significant Second
Total 946 1.00
Bis Group 1 <= 4 years 370 .40 .50 .000a Significant Third
Total 932 1.00
SD Group 1 <= 4 years 383 .43 .50 .000a Significant Fourth
Total 881 1.00
Interpretation : The proportion of respondents changing their brand within 4 years and more
than 4 years is compared using binomial test. The results are significant for all categories
except bathing soap. We even ranked them for the loyalty on the basis of observed proportion.
It indicates consumers are least loyal for bath soap and highest loyal for tooth paste.
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Table No. 16: Comparison of product category Loyalty with respect to gender
Male Female Chi-square df p-value

Value
Bathing Soap < 2 years 126 63 18.462 3 0.000
2-4 years 134 137
4-6 years 95 101
> 6 years 150 152
Tooth Paste < 2 years 80 52 5.761 3 0.124
2-4 years 106 92
4-6 years 107 118
> 6 years 209 185
Biscuits < 2 years 68 55 3.233 3 0.357
2-4 years 127 98
4-6 years 140 122
> 6 years 165 170
Washing < 2 years 69 76 2.547 3 0.467
Powder 2-4 years 125 99
4-6 years 115 97
> 6 years 185 165
Soft Drinks < 2 years 81 87 3.258 3 0.353
2-4 years 121 93
4-6 years 99 87
> 6 years 174 138
Impact of Brand Loyalty among Demographic Variables
H03 : There is no shift in brand loyalty due to change in demographic variables among youth.
H13 : There is shift in brand loyalty due to change in demographic variables among youth.
The hypothesis is tested by comparing the change in brand against different demographic factors.
The following tables show that there are 40% respondent in all those changed the brands in last
two years.
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Table No. 17: Switch over of Brands by Respondents
Have changed to any other FMCG Brand Count percentage
Yes 408 40.2%
No 606 59.8%
Total 1014 100.0%
Fig. No. 9: Switch over of Brands by Respondents
Table No. 18 : Switch over of Brands by Respondents by Location
Have you Total Chi- df p-value
changed brand square
in last 2 years Value
Yes No
Location Mumbai 131 204 335 .004 1 .947
Pune 67 103 170
Total 198 307 505
Interpretation : Since p-value is greater than that of 0.05, one can conclude that there is no
association between loyalty and location of the person.
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Table No. 19: Switch Over of Brands by Respondents by Age Group
Have you changed Total Chi- df p-
brand in last 2 years square value
Value
Yes No
Age 21-25 117 157 274 3.830 3 .280
Group 26-30 99 176 275
31-35 104 135 239
36-40 88 134 222
Total 408 602 1010
Nterpretation : Since p-value is greater than that of 0.05, one can conclude that there is no
association between loyalty and age groups of the person
Table No. 20: Switch over of Brands by Respondents by Gender

brand in last 2 years square Value
Value
Yes No
Gender Male 224 295 519 3.837 1 .049
Female 183 310 493
Total 307 605 1012
Interpretation : Since p-value is less than that of 0.05, one can conclude that there is
association between loyalty and gender of the person.
Table No. 21: Switch Over of Brands by Respondents by Marital Status
Have you changed Total Chi- df p-value
brand in last 2 years square
Value
Yes No
Marital Married 206 319 525 0.202 1 0.653
status Unmarried 193 282 475
Total 399 601 1000
association between loyalty and marital status of the person.
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Table No. 22: Switch over of Brands by Respondents by Education

Value
Yes No
Education Up to 43 61 104 4.138 4 .388
Hr. sec
Graduate 208 326 534
Postgraduate 102 152 254
Professional 43 47 90
Others 3 10 13
Total 399 596 995
association between loyalty and education of the person.
Table No. 23 : Switch Over of Brands by Respondents by Profession
Value
Yes No
Profession Business 44 49 93 16.091 6 .013
Professional 46 106 152
Private 140 177 317
Employee
Govt. 40 47 87
Employee
House wife 45 92 137
Student 91 127 218
Others 0 2 2
Total 406 600 1006
Interpretation : Since p-value is less than that of 0.05, one can conclude that there is association
between loyalty and profession of the person.
126
Table No. 24: Switch Over of Brands by Respondents by Income
Value
Yes No
Income Below 94 148 242 13.295 4 .010
20000
20001 - 115 219 334
40000
40001- 76 88 164
60000
60001- 40 48 88
80000
above 47 44 91
80000
Total 399 596 995
Interpretation: Since p-value is less than that of 0.05, one can conclude that there is association
between loyalty and income of the person
Conclusion : The shift in the brand when compared with respect to different demographic
parameters. We make following observation.
1. The shifting of brand shows significant association with income, profession and
gender. That too, the value is more significant with income category and almost
non-significant in gender category.
2. In all 408 respondents agreed that they changed their brand. The following table
gives product-wise distribution that of 408 how many has changed Bath Soap Brand,
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Tooth Paste Brand etc.
Table No. 25: Switch Over of Brands by Product Category
Count Column N %
Bathing Soap 217 53.19
Tooth Paste 132 32.35
Washing Powder 126 30.88
Biscuits 185 45.34
Soft Drinks 129 31.62
Fig. No. 10: Switch over of Brands by Product Category
The above graph shows that the trend for individual products category. From graph it can be
observed that changed brand trend is high for Bathing soap and Biscuits. For the rest of the
product the trend is almost same and lower.
The basic data distribution
The responses of the respondents were taken on five point likert scale. The binomial test is
used by assuming if there is no opinion difference then the proportion should be equal to 50%.
Therefore the test value is 0.5.
The Impact of Stimuli for Changing Brand

H04 : There is no significant difference between the proportions of respondents who
agree/ strongly agree to disagree/ strongly disagree to the stimuli to arouse
youth to patronize repetitive purchase.
H14 : There is significant difference between the proportions of respondents who agree/
strongly agree to disagree/ strongly disagree to the stimuli to arouse youth to
patronize repetitive purchase.
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Table No. 26: Impact of Stimuli to Arouse Repetitive Purchase
SD Disagree Neutral Agree SA Binomial
test P-value
Q121 Count 56 57 91 165 92 0.015
Percent 12.10 12.40 19.70 35.80 20.00
Q122 Count 48 62 137 141 75 0.163
Percent 10.40 13.40 29.60 30.50 16.20
Q123 Count 41 83 121 141 74 0.209
Percent 8.90 18.00 26.20 30.50 16.00
Q124 Count 62 104 155 105 33 0.000
Percent 13.50 22.70 33.80 22.90 7.20
Q125 Count 32 40 116 184 71 0.002
Percent 7.20 9.00 26.20 41.50 16.00
Q126 Count 22 36 114 188 83 0.000
Percent 5.00 8.10 25.70 42.40 18.70
Q127 Count 46 57 90 137 120 0.003
Percent 10.20 12.70 20.00 30.40 26.70
Q128 Count 31 45 129 180 72 0.031
Percent 6.80 9.80 28.20 39.40 15.80
Q129 Count 49 39 160 152 62 0.150
Percent 10.60 8.40 34.50 32.80 13.40
Q1210 Count 76 84 135 128 39 0.000
Percent 16.50 18.20 29.20 27.70 8.40
Q1211 Count 69 79 141 131 44 0.000
Percent 14.90 17.00 30.40 28.20 9.50
Interpretation : P-value for Q12-1, Q12-4, Q12-6, Q12-7, Q12-8, Q12-10 AND Q12-11 is
less than 0.05, it indicates that the proportions of respondents who are agree/strongly agree is
more than that of proportion of respondents who are Disagree/strongly disagree. Therefore we
129
can consider that people have changed their brand because of Q12-1, Q12-4, Q12-6, Q12-7,
Q12-8, Q12-10 AND Q12-11 reasons.
To analyse the very common reasons for change in brand respondents were given a sequence
of some commonly observed reasons for the change and they were asked to rate the reasons on
five point likert scale. Using their responses, the factor analysis is carried out to find important
reasons. For factor analysis in this section, considered the data only of those respondents who
have changed their brands. The results of the factor analysis are as below:
Table No. 27: Variance table for Changing Brands
Total Variance Explained

Comp Initial Extraction Sums of Rotation Sums of
onent Eigen values Squared Loadings Squared Loadings
Total % of Cumu Total % of Cumu Total % of Cumu
Vari lative % Vari lative % Vari lative %
ance ance ance
1 2.871 26.096 26.096 2.871 26.096 26.096 2.066 18.780 18.780
2 1.494 13.585 39.681 1.494 13.585 39.681 1.740 15.818 34.597
3 1.301 11.825 51.506 1.301 11.825 51.506 1.423 12.934 47.532
4 1.027 9.337 60.843 1.027 9.337 60.843 1.224 11.131 58.663
5 .906 8.236 69.079 .906 8.236 69.079 1.146 10.416 69.079
6 .752 6.834 75.913
7 .681 6.191 82.104
8 .559 5.083 87.187
9 .539 4.897 92.084
10 .457 4.152 96.236
11 .414 3.764 100.000

Extraction Method : Principal
Component Analysis.
a. Only cases for which Q11A = Yes are
used in the analysis phase.
130
In all there were 11 reasons presented to respondents for putting their response for change in
brands. Using factor analysis we tried to extract the important variable contributing for maximum
variance. From above table of Eigen values and variance, it can be inferred that there are five
variables which are contributing for maximum variance almost 69%. This indicates that though
there are eleven variables contribution for the change in brand but according respondent there
are five important factors having significant influence on respondents for changing brand.
Rotated component Matrix : The important variables can be identified from the following
rotated component matrix. The maximum value in column of five factors is identified and the
corresponding variable is identified as factor 1, factor 2 and so on
Component
1 2 3 4 5
Q12A1 .256 .624 -.098 .230 .277
Q12A2 .758 .195 .156 .007 .077
Q12A3 -.072 .181 .132 .831 .110
Q12A4 .589 .031 .020 .542 -.329
Q12A5 -.017 .004 .731 .259 .237
Q12A6 .117 .065 .857 -.054 -.040
Q12A7 .554 .270 -.208 -.229 .246
Q12A8 .212 .031 .159 .049 .859
Q12A9 .803 .034 .062 .042 .159
Q12A10 .245 .694 -.003 .224 .110
Q12A11 -.038 .847 .173 -.103 -.220
Following are the important factors, extracted from the responses of respondent, which has
impact on the change of brands.
131
Table No. 28: Factors for Changing Brands
Variable Variable Name
Q12A3 Due to Suggestion of relatives and friends
Q12A6 Due to positive advocacy of the brand
Q12A8 New variants which never existed in my brand
Q12A9 Strong brand visibility
Q12A11 Due to increase in price
Null hypothesis : There is no significant difference between impacts between above five factors.
Alternate hypothesis : Some factors have more significant impact than other factors.
Kruskal-Wallis test
Chi-Square 70.741
Df 4
p-value .000
Kruskal Wallis Test
Interpretation: Since the p-value is less than that of 0.05, it indicates that some factors have
more significant impact than other. On the basis of Sum of mean ranks we ranked them as first
important to fifth important factor in the table given below:
Table No. 29: Mean Rank of Important Factors for Change of Brand
N Mean Rank
Due to Suggestion of relatives and friends 460 1110.27 Fourth Important
Due to positive advocacy of the brand 441 1298.06 First Important
New variants which never existed in my brand 455 1216.06 Second Important
Strong brand visibility 463 1127.96 Third Important
Due to increase in price 463 963.67 Fifth Important
Total 2282
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Table No. 30: Analysis of Factors for not changing the Brands
Strongly Disagree Neutral Agree Strongly Agree
Disagree
1 Count 71 98 169 210 92
Percent 11.10% 15.30% 26.40% 32.80% 14.40%
2 Count 51 82 233 185 80
Percent 8.10% 13.00% 36.90% 29.30% 12.70%
3 Count 50 102 206 204 72
Percent 7.90% 16.10% 32.50% 32.20% 11.40%
4 Count 12 44 110 243 245
Percent 1.80% 6.70% 16.80% 37.00% 37.30%
5 Count 51 94 185 225 82
Percent 8.00% 14.80% 29.00% 35.30% 12.90%
6 Count 38 69 208 206 109
Percent 6.00% 11.00% 33.00% 32.70% 17.30%
7 Count 42 94 199 208 91
Percent 6.60% 14.80% 31.30% 32.70% 14.30%
8 Count 62 103 200 183 95
Percent 9.60% 16.00% 31.00% 28.40% 14.70%
Factor analysis for identifying important factors because of which respondent remained with
same brand.
There were eight factors for which respondent responded. Using these responses we carried
out factor analysis. The results of factor analysis are given below:
133
Table No. 31: Factor Analysis for Respondents Remained with the Brand
Comp Initial Eigen Extraction Sums of Rotation Sums of
onent values Squared Loadings Squared Loadings
Variance lative % Variance lative % Variance lative %
1 3.542 44.278 44.278 3.542 44.278 44.278 2.580 32.246 32.246
2 1.002 12.527 56.805 1.002 12.527 56.805 1.908 23.856 56.103
3 .947 11.838 68.643 .947 11.838 68.643 1.003 12.541 68.643
4 .771 9.641 78.284
5 .651 8.141 86.425
6 .424 5.303 91.728
7 .354 4.426 96.154
8 .308 3.846 100.000
Extraction Method: Principal Component Analysis.
Only cases for which Q11A = No are used in the analysis phase.
The variance table shows that there are 3 important factors identified from the responses of
respondent. These three factors alone contribute for almost 68% variance. To identify important
variables corresponding to these factors the rotated component matrix given below is used.
Component
1 2 3
Q12B1 .843 .146 .026
Q12B2 .847 .203 .016
Q12B3 .813 .285 -.003
Q12B4 .007 .010 .996
Q12B5 .360 .713 .018
Q12B6 .408 .650 .066
Q12B7 .441 .406 -.067
Q12B8 .031 .818 -.016
134
From the above rotated component matrix, the variables with value greater than 0.8 is identified
as an important factor. In the above table five important variables are identified as important
factors responsible to retain the respondent for same brands.
impact for retaining with same brands.
Table No. 32: Important Factors for Retention of Respondents
Q12B1 No attractive sales offer.
Q12B2 Unbelievable promise offer.
Q12B3 No new variants are offered.
Q12B4 Happy with existing brands.
Q12B8 No difference between my brands and others.
Null hypothesis : All the above factors are equally important for retaining respondents with
same brands.
Alternate hypothesis : Some factors have more significant impact for retaining respondents
with same brands.
Kruskal-Wallis test:
Chi-Square 267.820
Df 4
p-value .000
Kruskal Wallis Test
Interpretation : Since the p-value is less than that of 0.05, it indicates that some factors have
more significant impact than other. On the basis of Sum of mean ranks we ranked them as first
important to fifth important factor in the table given below:
135
Table No. 33: Mean Rank of Important Factors for Retaining Respondents
N Mean Rank
Q12B1 668 1564.41 Second Important
Q12B2 659 1538.47 Third Important
Q12B3 662 1521.62 Fifth Important
Q12B4 684 2194.10 First Important
Q12B8 673 1534.28 Fourth Important
Total 3346
The Impact of Retailer Influence
The respondents were asked about, the shop from where they buy FMCG products and were
asked to rate the reasons for buying from that shop. Factor analysis method is used to identify
important reasons for buying from particular shop only. The results of the analysis were as
follows:
H05 : There is no routine purchase behavior of youth from the same shop in spite of
consistent positive reinforcement from the shop keeper.
H15 : There is routine purchase behavior of youth from the same shop on consistent
positive reinforcement from the shop keeper.
Table No. 34 : Retailers wise Data Distribution
Observed N Expected N Residual (Difference 2nd
and 3rd column)
Pan/petty 46 158.3 -112.3
Grocery Shops 522 158.3 363.7
and Kirana
Super markets 271 158.3 112.7
Malls 102 158.3 -56.3
Restaurants 7 158.3 -151.3
Others 2 158.3 -156.3
Total 950
136
Test Statistics
Q13
Chi-Square 1314.198
Df 5
p-value .000
Interpretation : Since p-value for chi-square is less than that of 0.05, it indicates that reject
null hypothesis and conclude that there is routine purchase behavior of youth from the same
shop on consistent positive reinforcement from the shop keeper. We compared these with respect
to Gender and Location.
Table No. 35: Retailer Data Distribution by Gender

Male Female Chi-square Df p-value
Q 13 Pan/petty 28 18 7.209 5 .206
Grocery shops and Kirana 283 239
Super markets 127 143
Malls 54 48
Restaurants 3 4
Others 2 0
Interpretation : Since p-value for chi-square is greater than that of 0.05, it indicates that
respondent do not differ in their opinion gender-wise.
Table No. 36: Retailer Data Distribution by Location
Mumbai Pune Chi-square Df p-value
Q 13 Pan/petty 18 10 10.911 5 .053
Grocery shops and Kirana 163 80
Super markets 87 44
Malls 35 18
Restaurants 0 5
Others 2 0
Interpretation : Since p-value for chi-square is greater than that of 0.05, it indicates that
respondents do not differ in their opinion location-wise.
The reasons of being having such type of behavior are discussed in the following sections.
137
Table No. 37: Respondents rating distribution on Retailers
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 Count 31 81 240 331 165
Percent 3.70% 9.60% 28.30% 39.00% 19.50%
2 Count 15 43 172 311 326
Percent 1.70% 5.00% 19.80% 35.90% 37.60%
3 Count 16 86 240 322 193
Percent 1.90% 10.00% 28.00% 37.60% 22.50%
4 Count 3 49 143 353 315
Percent 0.30% 5.70% 16.60% 40.90% 36.50%
5 Count 17 67 243 315 211
Percent 2.00% 7.90% 28.50% 36.90% 24.70%
6 Count 80 133 164 245 238
Percent 9.30% 15.50% 19.10% 28.50% 27.70%
7 Count 8 54 170 299 327
Percent 0.90% 6.30% 19.80% 34.80% 38.10%
8 Count 27 103 218 316 198
Percent 3.10% 11.90% 25.30% 36.70% 23.00%
9 Count 16 55 179 350 273
Percent 1.80% 6.30% 20.50% 40.10% 31.30%
138
Comp Initial Extraction Sums of Rotation Sums of
onent Eigen values Squared Loadings Squared Loadings

Vari lative % Vari lative % Vari lative %
ance ance ance
1 2.861 31.794 31.794 2.861 31.794 31.794 1.602 17.804 17.804
2 1.218 13.530 45.324 1.218 13.530 45.324 1.526 16.954 34.758
3 .975 10.829 56.153 .975 10.829 56.153 1.195 13.283 48.041
4 .833 9.261 65.414 .833 9.261 65.414 1.193 13.259 61.300
5 .804 8.938 74.352 .804 8.938 74.352 1.175 13.052 74.352
6 .641 7.120 81.472
7 .617 6.857 88.330
8 .568 6.314 94.643
9 .482 5.357 100.000
Extraction Method : Principal Component Analysis.
Interpretation : there were five reasons which are contributing for almost 74% variance. To
identify corresponding variable rotated component matrix below can be used.
Component
1 2 3 4 5
Q141 .334 -.129 .012 -.010 .819
Q142 .042 .648 -.098 .545 -.094
Q143 .817 .065 .047 .204 .088
Q144 .418 .692 .187 -.042 -.005
Q145 .686 .214 .107 -.004 .201
Q146 .130 .008 .116 .909 .042
Q147 .072 .066 .937 .116 .048
Q148 -.052 .579 .158 .059 .656
Q149 .388 .470 .471 -.099 .113
Q12A11 -.038 .847 .173 -.103 -.220
139
impact for remaining with same shop.
Table No. 38: Important Factors for Purchasing from the same Shop
Q141 Adhere to sales promotion.
Q143 Individual attention is paid to customer enhance comfort.
Q144 Availability of my brand.
Q146 Offers Door delivery.
Q147 Availability of Fresh stock.
Null hypothesis : There is no significant difference between the above factors for impact.
Alternate hypothesis : Some factors have more significant impact for retaining respondents
with same shop.
Kruskal-Wallis test
Chi-Square 178.911
Df 4
p-value .000
Kruskal Wallis Test
Interpretation : Since the p-value is less than that of 0.05, we reject null hypothesis and
conclude that some factors have more significant impact than other. On the basis of Sum of
mean ranks we ranked them as first important to fifth important factor in the table given below:
140
Table No. 39: Mean Rank of Important Factors for Purchasing from the same Shop
N Mean Rank
Q141 848 1924.72 Fourth Important
Q143 857 2001.22 Third Important
Q144 863 2457.17 First Important
Q146 860 1916.20 Fifth Important
Q147 859 2416.36 Second Important
Total 4287
Brand Knowledge (Rational motive of using the Brand)
In this section respondents were asked to rate different motives for using some specific product.
We call it as brand knowledge or motives behind use.
Motivation is the driving force behind any action. It is defined as the psychological force that
determines the direction of person's purchase behavior the level of effort the level of persistence
in the fact of obstacles that lead to pre purchase behavior. So motive in the inner force that
stimulates & compels certain purchase behavioral response & provides specific direction to
the purchase response. Customers have different motivations for buying a variety of products.
According to Meryl P. Gardner, who focused on biological needs, based on Drive Theory, the
desire for a product or experience arrives from some inner drives i.e consumer is keen to fulfill
various needs - both physiological and psychological - which lead to the purchase decision.
This also insists the motivations for consumptions could be utilitarian derived out rational
motives for functional or emotional motives for positive gratification. The consumers choose
brand over another because consumers shall have more desirable consequences.
It was observed that the influence of brand knowledge - cognition which is derived out of
rational motives to sustain band equity among modern youth. Motivations are sometimes
unconscious & in fact, they are in many occasions purchase lot of products without actually
knowing why they buy or use it. The specific manner in which need is satisfied depends on
consumer's personal learning, beliefs, experiences or influences.
141
FMCG being low- involvement buying category, the consumers may have little interest on
going through the information on the brands. The consumer after the awareness stage, tries the
brand, but attitude about the brand is formed after the product trial. If the consumer is satisfied,
he buys it again & this pattern of continued buying could trigger brand loyalty a part of brand
equity element. On the various national motives on bathing soap three factors - bad odor of
body, antibacterial property of the body to be clean, clean & prevention from skin diseases
contributed 64% of variance. In case of tooth paste category, three factors arresting - arresting
bad breadth & freshness, tooth decay prevention & brightening ability contribute 71% of
variance. Similarly in washing powder category, the three factors as rational motives contribute
64%. At the same times important rational motives observed are new look & fragrance for
cloth & less water consumption. In the biscuit category, three factors that contribute for almost
65% of variance where as important rational motives are nutritional value, fulfilling hunger &
taste. In the soft drink category, four factors alone contribute for almost 69% of variance but
the important rational motives for brand choice is the importance for youth, different flavors
availability, usefulness of family size at home & taste.
Bathing Soap
1 3.175 39.683 39.683 3.175 39.683 39.683 2.006 25.081 25.081
2 1.013 12.661 52.344 1.013 12.661 52.344 1.788 22.352 47.433
3 1.007 12.588 64.932 1.007 12.588 64.932 1.400 17.499 64.932
4 .720 9.005 73.937
5 .687 8.593 82.531
6 .545 6.818 89.349
7 .495 6.193 95.542
8 .357 4.458 100.000
142
Interpretation : From above table we can infer that there are three factors extracted as a
motive for bathing soap. These three factors alone contribute for almost 64% of variance. The
variable corresponding to these factors can be identified from the following rotated component
matrix.
Rotated Component Matrixa

Component
1 2 3
Q15BS1 .305 .573 .162
Q15BS2 .069 .849 .120
Q15BS3 .209 .754 .080
Q15BS4 .789 .293 .114
Q15BS5 .869 .101 .050
Q15BS6 .663 .206 .304
Q15BS7 .067 .122 .832
Q15BS8 .209 .128 .744
*a indicates significance of important factors
Following are the important motives for using particular brand bathing soap.
Table No. 40: Motives for using Same Brand of Bathing Soap
Q15BS2 It kills germs and keeps body clean and neat
Q15BS5 It helps to keep the skin moisturized.
Q15BS7 Soap cake lasts beyond expectation.
143
Tooth Paste
1 3.221 46.016 46.016 3.221 46.016 46.016 2.259 32.271 32.271
2 .932 13.310 59.325 .932 13.310 59.325 1.462 20.883 53.154
3 .829 11.844 71.169 .829 11.844 71.169 1.261 18.016 71.169
4 .670 9.572 80.742
5 .530 7.572 88.313
6 .426 6.091 94.404
7 .392 5.596 100.000
Interpretation : From above table we can infer that there are three factors extracted as a
motive for tooth paste. These three factors alone contribute for almost 71% of variance. The
matrix.
Component
1 2 3
Q15TP1 .140 .877 .138
Q15TP2 .628 .560 .069
Q15TP3 .607 .497 .161
Q15TP4 .829 .176 .076
Q15TP5 .765 .090 .187
Q15TP6 .452 -.086 .674
Q15TP7 -.010 .294 .846
144
Following are the important motives for using particular brand tooth paste.
Table No. 41: Motives for Using Same Brand of Tooth Paste
Q15TP1 It arrests bad breath and gives freshness.
Q15TP4 It strengthens gums.
Q15TP7 It gives good taste.
Washing Powder
1 3.469 43.365 43.365 3.469 43.365 43.365 2.372 29.650 29.650
2 .885 11.060 54.424 .885 11.060 54.424 1.982 24.775 54.424
3 .778 9.729 64.153
4 .771 9.641 73.794
5 .650 8.126 81.920
6 .553 6.915 88.836
7 .459 5.741 94.577
8 .434 5.423 100.000
Interpretation : From above table we can infer that there are two factors extracted as a motive
for washing powder. These three factors alone contribute for almost 54% of variance. The
matrix.
145
Component
1 2
Q15WP1 -.006 .805
Q15WP2 .396 .671
Q15WP3 .462 .567
Q15WP4 .603 .387
Q15WP5 .815 -.117
Q15WP6 .646 .348
Q15WP7 .550 .365
Q15WP8 .503 .378
Following are the important motives for using particular brand washing powder.
Table No. 42: Motives for using same Brand of Powder
Q15WP1 It gives new look and fragrance for cloths.
Q15WP5 It reduces water consumption.
Biscuits
1 2.586 36.939 36.939 2.586 36.939 36.939 1.950 27.858 27.858
2 1.017 14.529 51.468 1.017 14.529 51.468 1.574 22.480 50.338
3 .947 13.523 64.991 .947 13.523 64.991 1.026 14.653 64.991
4 .762 10.881 75.872
5 .642 9.169 85.041
6 .583 8.332 93.372
7 .464 6.628 100.000
146
Interpretation: From above table we can infer that there are three factors extracted as motives
for biscuit. These three factors alone contribute for almost 65% of variance. The variable
corresponding to these factors can be identified from the following rotated component matrix.
Component
1 2 3
Q15BIS1 .133 .094 .953
Q15BIS2 .776 .126 .170
Q15BIS3 .668 .016 .128
Q15BIS4 .759 .248 -.081
Q15BIS5 .511 .542 -.070
Q15BIS6 -.013 .809 .241
Q15BIS7 .216 .734 -.044
Following are the important motives for using particular brand Biscuit.
Table No. 43 : Motives for Using Same Brand for Biscuit
Q15BIS1 Nutritional Value
Q15BIS2 Very Tasty
Q15BIS6 Reduces hunger.
Soft Drink
1 3.216 35.735 35.735 3.216 35.735 35.735 1.848 20.536 20.536
2 1.162 12.907 48.642 1.162 12.907 48.642 1.514 16.827 37.363
3 .981 10.904 59.546 .981 10.904 59.546 1.507 16.739 54.102
4 .866 9.619 69.165 .866 9.619 69.165 1.356 15.063 69.165
5 .689 7.652 76.818
6 .611 6.794 83.611
7 .575 6.389 90.001
8 .510 5.668 95.668
9 .390 4.332 100.000
147
Interpretation: From above table we can infer that there are four factors extracted as motives
for soft drink. These three factors alone contribute for almost 69% of variance. The variable
corresponding to these factors can be identified from the following rotated component matrix.
Component
1 2 3 4
Q15SD1 .657 -.168 .420 .195
Q15SD2 .796 .257 .049 .154
Q15SD3 -.030 .268 .821 .046
Q15SD4 .301 -.028 .722 .188
Q15SD5 .741 .325 .057 .103
Q15SD6 .188 .743 .267 .159
Q15SD7 .286 .197 -.007 .723
Q15SD8 .050 .061 .238 .831
Q15SD9 .149 .805 -.015 .090
Following are the important motives for using particular brand soft drink.
Table No. 44 : Motives for using same Brand of Soft Drink
Q15SD2 Good taste
Q15SD3 Availability of different flavors.
Q15SD8 It is for youth
Q15SD9 Family pack size is useful at home
Brand Association (emotional motives)
Apart from rational motives, sometimes latent needs are stimulated because a person gets
involved in thinking or day dreaming about them. This occurs when consumers deliberate
about unfulfilled needs. Emotional experiences tend to have some elements in common, such
as physiological changes, cognitive thought, associated behaviors & subjective feelings.
Consumers experience wide variety of emotions which are generally evoked by external
148
environment. It is believed that emotional experiences are generally accompanied by thinking.
Behaviors linked with emotions vary among individuals & it may also vary across time &
situations. Emotions generate subjective feelings among consumers as adapted from Holdbrook
& Batra - "Assessing the role of emotions on consumer responses to advertising" - Journal of
Consumer research, Dec- 87. Emotions are characterized by consumers as positive or negative
evaluations whose primary or secondary benefit is emotional arousal for purchase behavior.
Consumers detest feeling powerless, disgusted, humiliated or sad while purchasing products.
It is observed that the emotion factors do play an important in the task of repetitive purchase of
brands among the youth. The respondents have strong brand association in terms of the
contemporary look of the brand as well the stimulant effect of feeling different from others.
Researcher investigated from the respondents that whether there is congruence of association
with FMCG among the youth. It is observed the gender respondents do not have significant
association giving modern youth as social approval.
Impact of Emotion on Brand Loyalty:
H06 : The emotion component of the brand does not stimulate the task of repetitive
purchase of the brand among youth.
H16 : The emotion component of the brand do stimulates the task of repetitive purchase
of the brand among youth.
Table No. 45: Rating of Emotional motives for Repetitive Purchase of Brands
Strongly Disagree Neutral Agree Strongly Agree
Disagree
Q181 9 51 278 400 209
Q182 20 108 323 344 150
Q183 16 60 284 408 185
Q184 9 74 247 402 218
Q185 22 111 283 337 192
Q186 34 145 336 317 115
Q187 14 81 201 423 233
Q188 54 141 281 304 170
149
Chi-Square Tests
Value df p-value
Pearson Chi-Square 305.154a 28 .000
Likelihood Ratio 302.597 28 .000
Linear-by-Linear Association 34.798 1 .000
N of Valid Cases 758
Interpretation: Since p-value for chi-square is less than that of 0.05, it indicates that the emotion
components of the Brand do facilitate the task of repetitive purchase of the Brand among the
new age consumers.
Table No. 46: Location-Wise Comparison

Mumbai Thane
Count Count Chi-square Df p-value
Strongly Disagree 4 0 12.702 4 .013
Disagree 11 12
Q181 Neutral 85 57
Agree 133 59
Strongly Agree 74 24
Disagree 33 9
Q182 Neutral 112 45
Agree 99 68
Disagree 22 5
Q183 Neutral 72 43
Agree 137 73
150
Strongly Disagree 5 0 6.301 4 .178a
Disagree 25 6
Q184 Neutral 70 34
Agree 147 84
Strongly Disagree 11 2 5.214 4 0.266
Disagree 30 16
Q185 Neutral 96 45
Agree 94 60
Disagree 52 16
Q186 Neutral 89 48
Agree 110 64
Strongly Disagree 5 2 4.178 4 .382a
Disagree 23 13
Q187 Neutral 67 24
Agree 141 83
Disagree 53 25
Q188 Neutral 78 45
Agree 85 50
Interpretation : The p-value for all the questions except Q18-1 and Q18-2 are greater than
that of 0.05, it indicates that for these questions location of respondent has significant impact.
For all other questions location do not have any impact.
151
Table No. 47: Emotional motives rating by Gender
Mail Femail
Disagree 28 23
Q181 Neutral 149 129
Agree 202 197
Disagree 55 53
Agree 170 174
Disagree 28 32
Agree 220 187
Disagree 34 40
Agree 212 189
Disagree 59 52
Agree 161 175
152
Mail Femail
Disagree 60 85
Agree 141 176
Disagree 43 38
Q187 Neutral 103 98
Agree 218 204
Disagree 63 78
Agree 168 135
Interpretations : The p-value for all the questions except Q18-6 are greater than that of 0.05,
it indicates that for these questions gender of respondents do not have significant impact
except Q18-6.
153
Brand Awareness
Brand awareness is the ability of potential buyer to recognize or recall that a brand belongs to
certain product category i.e. a link is established between the product category & the brand
which also leverages brand equity. Brand awareness involves a continuity ringing from uncertain
feeling that the brand is recognized, to a belief that it is the only one in that product category as
per David Aaker three very different levels of brand awareness namely unawareness, recognition
& brand recall. The researcher investigated the relevance of such model among the youth does
it create value in the low select FMCG. According to M.Tauber, - "Brand Leverage: Strategy
for growth in cost control world," - Journal of Advertising Research - Aug - Sep 86 argued
"The brand name has suddenly emerged as the most coveted corporate asset of all. Brands are
no longer nearly products competing for market shares they are annuities". According to
M.Tauber - the brand awareness which is part of the brand equity in the environmental value
of a business above the value of its physical assets due to the market position achieved by its
brand & its extension potential. Researcher investigated now awareness anchors, creates &
Associate value to the youth as brand equity in FMCG purchasing behavior. Researcher
investigated further the name is important to associate attributes especially from familiarity of
brand difference created by advertising exposure & whether are they attracted by various
stimulant factors used in the advertising for awareness. It is observed from the respondents that
stimulant (ie) names, price, Advertising exposure, logo, packaging, brand risibility, prior
knowledge which make the difference between their brands & others. However research scholar
used factor analysis to find out most important stimulant factors, It is observed among the
youth Brand name is the most important of awareness followed by T.V exposure, sales
promotions.
The significance of association between place of living & Brand name was investigated but no
association was observed between the two variables. Similarly other demographic variables
are tested such as age group, sex, education income & name awareness, it is observed there is
a significant association. However, there is no association between marital statuses, profession
with brand awareness among the youth.
154
The influence Advertising by print is observed as significant associates between place of living,
education, profession, income level in Brand awareness as brand equity among the youth but
no significant association is observed from respondents through chi-square test among variables
marital status gender. The researcher further investigated the impact of influence of T.V. Ads
on FMCG for brand awareness among the youth. It is observed that significant association
exists among the age group, gender, education income over T.V. Ads exposure for brand
awareness but no significant association on place of living, marital status, profession. Similarly
it is observed from respondents that no association exists due to sales promotion offers of
brand on certain demographic variables such as place of living, age group, gender, education
but it is observed on gender, marital status, profession & income for purchase behavior of
modern youth.
In brand awareness level, where, the brand has to be in the consideration set before purchasing
the brand of FMCG. The researcher investigated the youth income on consideration set to buy
the brand. It is observed from the respondents that no existence of association among the
demographic variables such as place of living, age group, gender, marital status where as there
is an association among variables education, profession, income.
Respondents were asked to respond for the awareness about different variables of their brand
and competing brands. Respondents were asked to respond on the scale of 1 to 5. 1 for strongly
disagree to 5 for strongly agree. The following reasons were asked to respondents.
155
Table No. 48: Variables for Brand Awareness
Q161 Particular about the brand name of the brands.
Q162 Have thorough knowledge of the competing brand.
Q163 Prices are known.
Q164 Remember print advertisement of my brand.
Q165 Came to know about FMCG from TV ads.
Q166 Looking at the package pick up my FMCG brands.
Q168 Gifts and sales offer on brand.
Q1610 Looking at the logo I recognize the brand.
Q1611 Due to prior knowledge about the FMCG brand
I am able to differentiate between mine and other brand.
Q1612 From TV ads I can understand the difference
between one to other brands.
Responses for strongly agree and agree were clubbed together and called as agree while as the
responses for strongly disagree and disagree were clubbed together and were called disagree.
The responses for neutral were ignored from the comparison. Binomial test for the equality of
proportion that is equal to 50% in each category.
Q161 Group 1 Agree 667 .91 .50 .000
Group 2 Disagree 68 .09
Total 735 1.00
Q162 Group 1 Agree 514 .82 .50 .000
Total 629 1.00
Q163 Group 1 Agree 648 .87 .50 .000
Total 744 1.00
156
Q164 Group 1 Agree 532 .76 .50 .000
Total 702 1.00
Q165 Group 1 Agree 480 .69 .50 .000
Total 692 1.00
Q166 Group 1 Disagree 256 .40 .50 .000
Group 2 Agree 380 .60
Total 636 1.00
Q167 Group 1 Disagree 133 .19 .50 .000
Total 692 1.00
Q168 Group 1 Agree 451 .71 .50 .000
Total 637 1.00
Q169 Group 1 Agree 655 .91 .50 .000
Total 716 1.00
Q1610 Group 1 Agree 666 .90 .50 .000
Total 740 1.00
Q1611 Group 1 Disagree 96 .14 .50 .000
Total 706 1.00
Q1612 Group 1 Agree 498 .79 .50 .000
Total 633 1.00
157
Impact of Advertising on Brand Awareness
H07 : The young consumers are not familiar with the difference between their brand
& competing brands in spite of advertising exposure.
H 17 : The young consumers are familiar with the difference between their brand &
competing brands in spite of advertising exposure.
Interpretation : Since the p-value for binomial test is less than that of 0.05, indicates that
proportion of respondents those agree that they are totally aware about the brand name, price,
logo of their brand which helps respondent to understand the difference between their brand
and other brands. Hence we reject null hypothesis H07 and conclude that the young consumers
are familiar with the difference between their brand and the competing brands in spite of
advertising exposure.
Impact of other stimulants on Brand Awareness
H08 : The young consumers are not attracted firmly by the various stimulant factors
used by the brand strategists.
H18 : The young consumers are attracted firmly by the various stimulant factors used
by the brand strategists.
As in the interpretations above we can conclude that customers are aware about all the factors
of their as well as competent brand. Also the p-value for the Binomial test is less than that of
0.05 for all the parameters we conclude that the proportion of respondents those agree that they
are totally aware about the Brand name, price, logo of their brand, TV ads, Print ads etc which
helps respondent to understand the difference between their brand and other brand.
Hence we reject null hypothesis H08 and conclude stimulant factors used to attract the customers
like price, logo, TV and Print advertising etc plays important role to attract the customers
towards brand. But factor analysis is carried out to find the most important Stimulant factors:
Variance Matrix : The variance matrix is used to extract number of factors. The variance
matrix below shows that out of 12 factors 5 factors alone explains almost 65% of variance.
These five factors are identified from the rotated component matrix.
158
1 3.61 30.090 30.090 3.61 30.090 30.090 2.38 19.835 19.835
2 1.47 12.379 42.469 1.47 12.379 42.469 1.49 12.419 32.255
3 .962 8.019 50.488 .962 8.019 50.488 1.44 12.023 44.277
4 .869 7.238 57.726 .869 7.238 57.726 1.43 11.981 56.258
5 .837 6.977 64.703 .837 6.977 64.703 1.01 8.444 64.703
6 .764 6.369 71.072
7 .684 5.699 76.771
8 .631 5.258 82.028
9 .611 5.096 87.124
10 .535 4.459 91.583
11 .526 4.387 95.970
12 .484 4.030 100.000
In the rotated component matrix choose the highest value in column and the corresponding
variable will be identified factor.
159
The significance of association between place of living & Brand name was investigated but no
association was observed between the two variables. Similarly other demographic variables
are tested such as age group, sex, education income & name awareness, it is observed there is
a significant association. However, there is no association between marital statuses, profession
with brand awareness among the youth.
The influence Advertising by print is observed as significant associates between place of living,
education, profession, income level in Brand awareness as
Rotated Component Matrixa
Component
1 2 3 4 5
Q161 .128 .119 .035 .028 .971
Q162 .326 .613 .007 .056 .204
Q163 .548 .490 -.124 .200 -.008
Q164 .071 .806 .248 .096 .005
Q165 -.027 .100 .047 .899 .023
Q166 .092 .048 .577 .458 -.052
Q167 .540 -.113 .437 .255 .036
Q168 .047 .184 .865 .021 .062
Q169 .743 .026 .013 .046 .096
Q1610 .687 .262 .119 .099 .005
Q1611 .710 .261 .086 -.046 .100
Q1612 .350 .120 .262 .536 .042
a important stimulant factors
160
Table No. 49 : Important Factor for Brand Awareness
Q161 Particular about the brand name. 1st
Q164 Remembers print advertisement of my brand. 4th
Q165 Came to know about FMCG from TV ads. 2nd
Q168 Gifts and sales offer on brand. 3rd
Q169 My FMCG brand is first in purchase consideration 5th
Comparison of the important factor with demographic parameter:
Particular about the brand name
Table No. 50: Importance of Brand Name for Brand Awareness by Location
Mumbai Pune Total
Q16 - 1 Strongly Disagree 6 2 8
Disagree 15 14 29
Neutral 66 28 94
Agree 127 60 187
Strongly Agree 92 48 140
Total 306 152 458
Chi-Square Tests
Value Df P-value
Pearson Chi-Square 3.888 4 .421
association between place of living and Particular about the name of the brands.
161
Table N0. 51: Importance Brand Name for Brand Awareness by Age grou
Age Total
21-25 26-30 31-35 36-40
Q16-1 Strongly Disagree 7 4 0 8 19
Disagree 12 15 13 9 49
Neutral 60 65 36 54 215
Agree 95 96 118 74 383
Strongly Agree 85 73 61 61 280
Total 259 253 228 206 946
Chi-Square Tests
Value Df P-value
Interpretation : Since p-value is less than that of 0.05, indicates significant association between
age group and Particular about the name of the brands.
Table No. 52: Importance of Brand Name for Brand Awareness by Gender
Q3 Total
Male Female
Q16- Strongly Disagree 10 9 19
Disagree 25 24 49
Neutral 95 120 215
Agree 202 183 385
Total 499 450 949
162
Chi-Square Tests
Value Df P-value
gender and Particular about the name of the brands.
Table No. 53: Importance of Brand Name for Brand Awareness by Marital Status
Total
Married Unmarried
Q16-1 Strongly Disagree 10 9 19
Disagree 27 21 48
Neutral 104 111 215
Agree 207 169 376
Total 483 456 939
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is greater than that of 0.05, one can conclude that there is no
association between marital status and Particular about the name of the brands.
163
Table No. 54: Importance of Brand Name for Brand Awareness by Education
Q5
uptoHr.sec Graduate Post Profes Others Total
graduate sional
Q161 Strongly Disagree 4 12 2 1 0 19
Disagree 8 30 6 3 2 49
Neutral 17 120 57 12 2 208
Agree 50 198 99 32 4 383
Strongly Agree 18 148 72 34 5 277
Total 97 508 236 82 13 936
Chi-Square Tests
Value Df P-value
Interpretation : Since p-value is less than that of 0.05, it indicates significant association
between education and Particular about the name of the brands.
Table No. 55: Importance of Brand Name for Brand Awareness by ProfessionTable Table No.
Table No. 55: Importance of Brand Name for Brand Awareness by Profession
Q5
Busi Profes Private Govt. House Student Others Total
ness sional Emp Emp wife
loyee loyee
Q16-1 Strongly 0 2 5 0 5 7 0 19
Disagree
Disagree 5 5 16 7 9 7 0 49
Neutral 25 30 68 16 31 44 0 214
Agree 34 62 110 29 62 85 1 383
Strongly 28 46 98 25 18 65 0 280
Agree
Total 92 145 297 77 125 208 1 945
164
Chi-Square Tests
Value Df P-value
association between profession and Particular about the name of the brands.
Table No. 56 : Importance of Brand Name for Brand Awareness by Income
Q7
Below 20001 - 40001- 60001- 80001 TOtal
20000 40000 60000 80000 and above
Q161 Strongly 5 8 3 0 1 17
Disagree
Disagree 19 21 4 2 3 49
Neutral 51 73 39 11 20 194
Agree 95 129 64 42 26 356
Strongly Agree 60 84 39 31 37 251
Total 230 315 149 86 87 867
Chi-Square Tests
Value Df P-value
165
income and Particular about the name of the brands.
Remember print advertisement of my brand
Table No. 57: Brand Awareness by Print Advertisement by LocationTable No. 52:
Q3 Total
Male Female
Q164 Strongly Disagree 15 4 19
Disagree 57 18 75
Neutral 51 50 101
Agree 114 66 180
Total 303 152 455
Chi-Square Tests
Value Df P-value
place of living and print advertisement of my brand.
166
Table No. 58: Brand Awareness by Print Advertisement by Age group
Q2
21-25 26-30 31-35 36-40 Total
Q164 Strongly Disagree 8 8 9 11 36
Disagree 38 32 33 31 134
Neutral 58 63 57 62 240
Agree 102 99 85 73 359
Total 259 252 223 206 940
Chi-Square Tests
Value Df P-value

Interpretation: Since p-value is greater than that of 0.05, there is no significant
association between age groups and print advertisement of my brand.
Table No. 59: Brand Awareness by Print Advertisement by Gender
Q3 Total
Male Female
Disagree 72 61 133
Neutral 123 119 242
Agree 187 172 359
Total 498 445 943
167
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is greater than that of 0.05, there is no significant
association between age groups and print advertisement of my brand.
Table No. 60: Brand Awareness by Print Advertisement by Marital Status
Q4 Total
Married Unmarried
Disagree 74 59 133
Neutral 135 101 236
Agree 174 183 357
Total 480 453 933
Chi-Square Tests
Value Df P-value
Interpretation : Since p-value is greater than that of 0.05, indicates no association
between marital status and print advertisement of their brand.
168
Table No. 61: Brand Awareness by Print Advertisement by Education
Q5
graduate sional
Disagree 14 70 32 15 2 133
Neutral 34 118 58 21 6 237
Agree 23 210 81 36 5 355
Strongly Agree 19 91 53 9 0 172
Total 97 502 236 82 13 930
Chi-Square Tests
Value Df P-value

Interpretation: Since p-value is less than that of 0.05, indicates significant association between
education and print advertisement of their brand.
Table No. 62: Brand Awareness by Print Advertisement by profession
Q5
loyee loyee
Q16-1 Strongly 0 2 5 0 5 7 0 19
Disagree
Disagree 5 5 16 7 9 7 0 49
Neutral 25 30 68 16 31 44 0 214
Agree 34 62 110 29 62 85 1 383
Strongly 28 46 98 25 18 65 0 280
Agree
Total 92 145 297 77 125 208 1 945
169
Chi-Square Tests
Value Df P-value
profession and print advertisement of their brand.
Table No. 63: Brand Awareness by Print Advertisement by Income
Q7
Below 20001 - 40001- 60001- 80001 TOtal
20000 40000 60000 80000 and above
Disagree 38 37 23 5 21 124
Neutral 53 85 45 27 16 226
Agree 89 124 52 37 22 324
Strongly Agree 42 54 22 16 23 157
Total 229 313 146 86 87 861
Chi-Square Tests
Value Df P-value
between income and print advertisement of my brand.
170
Table No. 64 : Brand Awareness by TV advertisement by Location
Q4 Total
Mumbai Pune
Disagree 42 22 64
Neutral 69 38 107
Agree 105 65 170
Total 307 152 459
Chi-Square Tests
Value Df P-value
Interpretation : Since p-value is greater than that of 0.05, it indicates no association between
place of living and information about FMCG from TV ads.
Table No. 65: Brand Awareness by TV advertisement by Age Group
Q2
21-25 26-30 31-35 36-40 Total
Disagree 39 38 40 40 157
Neutral 67 72 51 70 260
Agree 102 76 80 53 311
Total 258 253 228 209 948
171
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is less than that of 0.05, it indicates significant association between
age group and information about FMCG from TV advts.
Table No. 66 : Brand Awareness by TV advertisement by Gender
Q3 Total
Male Female
Disagree 80 77 157
Neutral 159 101 260
Agree 146 164 310
Total 501 450 951
Chi-Square Tests
Value Df P-value
between gender and information about FMCG from TV advts.
172
Table No. 67: Brand Awareness by TV advertisement by marital status
Q4 Total
Married Unmarried
Disagree 85 69 154
Neutral 132 128 260
Agree 148 159 307
Total 488 453 941
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is greater than that of 0.05, indicates no association between
marital status and information about FMCG from TV advts.
Table No. 68: Brand Awareness by TV advertisement by Education
Q5
graduate sional
Disagree 20 77 39 19 2 157
Neutral 25 141 59 27 4 256
Agree 40 165 82 16 2 305
Strongly Agree 10 106 35 12 5 168
Total 99 510 236 80 13 938
173
Chi-Square Tests
Value Df P-value
education and information about FMCG from TV advts.
Table No. 69: Brand Awareness by TV advertisement by Profession

Q6
loyee loyee
Q165 Strongly 2 11 17 8 9 8 0 55
Disagree
Disagree 12 23 59 10 24 28 1 157
Neutral 30 38 84 21 26 59 0 258
Agree 32 48 89 25 47 69 0 310
Strongly 16 25 50 15 21 40 0 167
Agree
Total 92 145 299 79 127 204 1 947
Chi-Square Tests
Value Df P-value
Pearson Chi-Square 22.729 24
profession and information about FMCG from TV advts.
174
Table No. 70 : Brand Awareness by TV advertisement by Income
Below 20001 - 40001- 60001- 80001 TOtal
20000 40000 60000 80000 and above
Disagree 42 39 30 10 27 148
Neutral 73 93 24 27 15 232
Agree 73 97 57 29 24 280
Strongly Agree 29 67 28 18 15 157
Total 230 313 151 86 87 867
Chi-Square Tests
Value Df P-value
between income and information about FMCG from TV advertisements.
Gifts & sales offer on brand
Table No. 71: Brand Awareness of gifts & Sales offer by Location
Q4 Total
Mumbai Pune
Disagree 47 18 65
Neutral 88 53 141
Agree 107 53 160
Total 298 152 450
175
Chi-Square Tests
Value Df P-value
place of living and Gifts/sales offer on brand.
Table No. 72 : Brand Awareness of gifts & Sales offer by Age group
Q2
21-25 26-30 31-35 36-40 Total
Disagree 32 39 32 36 139
Neutral 87 79 68 64 298
Agree 83 93 85 66 327
Total 257 249 222 205 933
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is greater than that of 0.05, in indicates no association between
age group and Gifts/sales offer on brand.
176
Table No. 73 : Brand Awareness of gifts & Sales offer by Gender
Q3 Total
Male Female
Disagree 70 69 139
Neutral 159 141 300
Agree 154 173 327
Total 492 444 936
Chi-Square Tests
Value Df P-value
between gender and Gifts/sales offer on brand.
Table No. 74 : Brand Awareness of gifts & Sales offer by Marital Status
Q4 Total
Married Unmarried
Disagree 82 56 138
Neutral 143 154 297
Agree 181 144 325
Total 482 444 926
177
Chi-Square Tests
Value Df P-value
Interpretation : Since p-value is less than that of 0.05, in indicates significant association
between marital status and Gifts/sales offer on brand.
Table No. 75: Brand Awareness of gifts & Sales offer by Education
Q5
graduate sional
Disagree 15 68 36 13 4 136
Neutral 37 163 71 19 4 294
Agree 27 185 84 27 3 326
Strongly Agree 11 58 35 14 2 120
Total 97 503 231 79 13 923
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is greater than that of 0.05, in indicates no association between
education and Gifts/sales offer on brand.
178
Table No. 76 : Brand Awareness of gifts & Sales offer by Profession
Q6
loyee loyee
Q168 Strongly 5 2 20 2 1 17 0 47
Disagree
Disagree 11 15 46 18 21 28 0 139
Neutral 29 52 70 20 40 88 0 299
Agree 27 42 124 25 55 51 1 325
Strongly 19 30 35 12 8 18 0 122
Agree
Total 91 141 295 77 125 202 1 932
Chi-Square Tests
Value Df P-value
Interpretation: Since p-value is less than that of 0.05, it indicates significant association between
profession and Gifts/sales offer on brand.
Table No. 77 : Brand Awareness of gifts & Sales offer by Income

Below 20001 - 40001- 60001- 80001 TOtal
20000 40000 60000 80000 and above
Disagree 37 41 24 8 15 125
Neutral 62 126 50 17 13 268
Agree 82 88 54 42 39 305
Strongly Agree 31 36 18 12 17 114
Total 230 310 148 80 87 855
179
Chi-Square Tests
Value Df P-value
Interpretations : Since p-value is less than that of 0.05, it indicates significant association
between income and Gifts/sales offer on brand.
Own FMCG brands first in consideration set
Table No. 78 : Consideration set of Own Brand by Location
Q4 Total
Mumbai Pune
Disagree 13 8 21
Neutral 80 36 116
Agree 129 67 196
Total 305 152 457
Chi-Square Tests
Value Df P-value
Pearson Chi-Square .558 4 .968
place of living and own FMCG brand is first in consideration.
180
Table No. 79 : Consideration set of Own Brand by Age group
Q2
21-25 26-30 31-35 36-40 Total
Disagree 10 20 8 10 48
Neutral 55 71 51 53 230
Agree 118 101 95 81 395
Total 257 253 228 206 944
Chi-Square Tests
Value Df P-value
age groups and own FMCG brand is first in consideration.
Table No. 80 : Consideration set of Own Brand by Gender
Q3 Total
Male Female
Disagree 24 24 48
Neutral 120 112 232
Agree 200 194 394
Total 498 449 947
181
Chi-Square Tests
Value Df P-value
genders and own FMCG brand is first in consideration.
Table No. 81: Consideration set of Own Brand by Marital Status
Q4 Total
Married Unmarried
Disagree 32 14 46
Neutral 127 103 230
Agree 193 195 388
Total 483 454 937
Chi-Square Tests
Value Df P-value
marital statuses and own FMCG brand is first in consideration.
182
Table No. 82: Consideration set of Own Brand by Education
Q5
graduate sional
Disagree 2 17 19 5 2 45
Neutral 36 126 51 13 6 232
Agree 35 215 96 37 4 387
Strongly Agree 23 139 68 26 1 257
Total 98 505 236 82 13 934
Chi-Square Tests
Value Df P-value
between educations and own FMCG brand is first in consideration.
Table No. 83 : Consideration set of Own Brand by Profession
loyee loyee
Q169 Strongly 1 0 8 0 0 4 0 13
Disagree
Disagree 6 5 13 14 8 2 0 48
Neutral 20 32 75 22 37 45 0 231
Agree 49 62 113 29 47 91 1 392
Strongly 16 48 89 12 31 63 0 259
Agree
Total 92 147 298 77 123 205 1 943
183
Chi-Square Tests
Value Df P-value
between professions and own FMCG brand is first in consideration.
Table No. 84 : Consideration set of Own Brand by Income
Below 20001 - 40001- 60001- 80001 TOtal
20000 40000 60000 80000 and above
Disagree 12 17 9 1 6 45
Neutral 81 85 30 12 16 224
Agree 80 134 70 43 29 356
Strongly Agree 53 77 38 30 35 233
Total 230 317 149 86 87 869
Chi-Square Tests
Value Df P-value
between incomes and own FMCG brand is first in consideration.
184
Perceived Quality
It is the consumer's perception in terms quality or superiority w.r.t. its intended purpose, relative
to other brands. It is an intangible overall feeling about the brand. However the researcher has
taken his study for FMCG, it would be based on certain underlying dimensions which includes
the characteristics of FMCG to which brand is attached. The researcher investigated to what
extent the perceived quality provides reasons for purchase behavior among the youth. Hence,
the researcher studied with various dimensions using liker scale & tested because some times,
customers may lack motivation to sort out information of quality in a given situation. It is
observed that the location of respondents have significant impact on brand side effects, features
of the brand, brand promise but not significant effect on consistency of brand Performa, long
lasting effectiveness brand, worthiness of brand, defectiveness of the brand, various of the
brands look & packaging of the brand. However, in gender wise it is observed that the youth do
not associate significant in brand long lasting effectiveness, defective free brands, delivering
consistent brand promise.
The Impact of Determinants as Perceived Quality
H09 : In awareness situations the youth are not faced with difficult perceptual judgment
H19 : In awareness situations the youth are faced with difficult perceptual judgment in
spite of irrelevant stimuli emphasized by brand strategists.
185
Table No. 85: Determinants of Perceived Quality by Location
Mumbai Pune
Q171 Strongly Disagree 3 0 14.109 4 .007
Disagree 13 2
Neutral 57 22
Agree 132 93
Disagree 27 7
Neutral 60 35
Agree 138 65
Q173 Strongly Disagree 3 0 4.157 4 0.385
Disagree 18 7
Neutral 50 31
Agree 139 77
Disagree 26 7
Neutral 59 32
Agree 131 83
Disagree 35 12
Neutral 77 32
Agree 111 84
186
Disagree 33 5
Neutral 75 55
Agree 128 66
Disagree 27 11
Neutral 47 25
Agree 146 87
Disagree 39 20
Neutral 81 35
Agree 121 56
Disagree 9 2
Neutral 46 31
Agree 136 52
Interpretation : The p-value for all the questions except Q17-3, Q17-7 and Q17-9 are less
than that of 0.05 indicates that for those questions location of respondent has significant impact
except Q17-3, Q17-7 and Q17-9.
187
Table No. 86 : Determinants of Perceived Quality by Gender
Male Female
Disagree 9 21
Neutral 86 75
Agree 241 209
Disagree 36 34
Neutral 125 93
Agree 197 213
Disagree 27 30
Neutral 95 74
Agree 196 207
Disagree 36 34
Neutral 112 93
Agree 208 207
188
Disagree 38 43
Neutral 136 88
Agree 199 195
Disagree 44 34
Neutral 167 137
Agree 217 195
Disagree 45 24
Neutral 80 93
Agree 236 219
trongly Agree 137 113
Disagree 55 44
Neutral 139 115
Agree 188 183
Disagree 21 16
Neutral 83 85
Agree 161 178
189
Interpretation : The p-value for all the questions except Q17-2, Q17-5 and Q17-9 are greater
than that of 0.05 indicates that for these questions gender of respondent do not have significant
impact except Q17-2, Q17-5 and Q17-9.
Brand Attribute
For developing Brand value pyramid, the attributes are the foundation. It defines the product
characteristics. The brand value pyramid as per Scott. M.Davis - Brand Asset Management
Book is given in the following Fig.
Fig. No.11: Brand Value Pyramid
Because for building Brand equity, Brand value pyramid is as good as it gets, nearly an un
associable position. The further up the pyramid the brands move, the more powerful the brands
are & harder for competing brands to group in consumer buying behavior. It leverages their
Brand to maximum brand associates. Brands on the top of the brand value pyramid enjoy
incredible brand loyalty & ability to extend to other categories. The researcher studied in the
selected FMCG the Brand Attributes vita ling in the youth purchasing behavior of this low
involvement product category.
190
It is observed from the research that the young consumer do have a tendency to evaluate one
attribute or aspect of stimulate to distort reactions to its other attributes on the selected FMCG.
It is however further observed & tested in locator-wire in FMCG of bathing soap. The youth do
not associate important on antibacterial ingredients, shape, but there exists an association in
the variables of new fragrances, other ingredients, for looking neat & clean.
The study also investigated in the tooth paste category. There is significant association on the
location-wise new tastes & flavors, calcium improvement for germs-check. Whereas the youth
in purchase behavior of this category do not attach significant on side effects due to new formed
modernity of gel variant, brightening teeth better & strong germ due to ingredient. In case of
washing powder youth associate significant as on ability of blue energy removing tough stains,
lathering reduces water usage, & Advanced formed for easy wash. The youth do not attach on
one significance or fragrance & different colour of enzymes.
It is observed & tested from the respondent that youth do not attach any significance nutritional
digestion, strength energy, a good snatch & as a combination with tea. In soft drink category it
is observed from respondents youth do attach associates significance on thirst quencher,
preference due to reignite & flavor in purchasing behavior & but do not associate significance
for easy digestion low calories & as energy provides.
The researcher investigated on gender-wise companion on the selected FMCG purchase behavior
of the youth in terms of their tendency to evaluate one attribute or aspect of stimulus to distort
the reactions. It is observed & tested from the respondents that in the bathing soaps & tooth
paste no significance associated except in tooth paste, where the significance exists on look of
the gel for modernity & brightness. Similarly it is observed & tested in washing powder category
the youth do not attach any significance other attributes & but there exists in blue energy which
has the ability to remove tough stain. The researcher investigated gender wise significance on
Biscuits it is observed no existence of significance except nutrition to health. Researcher similarly
investigated in the soft drink FMCG, it is observed that the youth do not attach any importance.
The Impact of Attributes on Brand Choice
H010 : Young consumers do not have a tendency to evaluate one attribute or aspect of stimulus
H110 : Young consumers have a tendency to evaluate one attribute or aspect of stimulus to
distort reactions to its other attributes.
191
Table No. 87: Importance of Attributes for Brand Choice by Respondents
Strongly Disagree Neutral Agree Strongly
Disagree Agree
Q19BS1 6 50 176 416 305
Q19BS2 8 59 275 399 210
Q19BS3 22 95 291 337 204 171.1677 16 0.000
Q19BS4 18 101 302 398 133
Q19BS5 13 57 221 414 244
Q19TP1 14 53 261 364 263
Q19TP2 19 81 277 421 155
Q19TP3 10 62 265 370 246 89.252 16 0.000
Q19TP4 28 110 296 334 185
Q19TP5 23 61 267 381 220
Q19WP1 20 71 298 375 181
Q19WP2 17 110 286 375 157
Q19WP3 9 64 298 384 188 77.944 16 0.000
Q19WP4 9 84 227 373 252
Q19WP5 26 79 324 330 182
192
Q19BIS1 13 40 244 383 251
Q19BIS2 9 66 226 399 232
Q19BIS3 12 78 295 347 198 63.723 16 0.000
Q19BIS4 9 74 191 403 256
Q19BIS5 15 76 218 349 273
Q19SD1 75 100 235 342 151
Q19SD2 25 80 297 311 187
Q19SD3 35 131 287 296 147
Q19SD4 44 143 226 322 163 215.754 20 0.000
Q19SD5 81 191 286 236 109
Q19SD6 43 77 226 345 212
Interpretation : Since the p-value for chi-square is less than that of 0.05 in each product
category therefore we reject null hypothesis and conclude that young consumers do have a
tendency to evaluate one attribute or aspect of stimulus to distort reactions to its other attributes.
193
Location-wise comparison
Chi-square df P-value Interpretations
Q19BS1 6.54 4 .162 Non-Significant
Q19BS2 13.022 4 .011 Significant
Q19BS3 8.753 4 0.068 Non-Significant
Q19TP1 3.054 4 .549 Non-Significant
Q19TP2 11.26 4 .024 Significant
Q19TP3 10.198 4 .037 Significant
Q19TP4 8.124 4 0.087 Non-Significant
Q19WP1 22.989 4 .000 Significant
Q19WP4 8.923 4 .063 Non-Significant
194
Q19WP5 4.139 4 0.388 Non-Significant
Q19BIS1 3.567 4 .468 Non-Significant
Q19BIS5 4.638 4 0.326 Non-Significant
Q19SD1 5.723 4 0.221 Non-Significant
Q19SD4 11.858 4 .018 Significant
195
Gender-wise Comparison
Chi-square df P-value Interpretations
Q19TP4 15.20397 4 0.004296 Significant
Q19WP1 13.92749 4 0.00753 Significant
196
Q19BIS2 14.10175 4 0.006977 Significant
Impact of Features on Brand Differentiation
H011 : Youth do not have any pre-purchase expectation on features & other marketing factors
differentiating FMCG brands in Mumbai & as well Pune.
H111 : Youth have pre-purchase expectation on features & other marketing factors differentiating
FMCG brands in Mumbai & as well Pune
197
Table No. 88: Pre Purchase Expectation on Features
Group 1 <= 3 222 .24 .50 .000
Q201 Group 2 >3 720 .76
Total 942 1.00
Group 1 <= 3 241 .25 .50 .000
Q202 Group 2 >3 710 .75
Total 951 1.00
Group 1 <= 3 239 .25 .50 .000
Q203 Group 2 >3 708 .75
Total 947 1.00
Group 1 <= 3 396 .42 .50 .000
Q208 Group 2 >3 555 .58
Total 951 1.00
Group 1 <= 3 353 .37 .50 .000
Q2012 Group 2 >3 593 .63
Total 946 1.00
Interpretation : Respondents were asked some questions on product features and characteristics
of their brands. Binomial test is used to confirm the significant of difference between the
proportions of respondents who agree to those who don't agree. The p-value for binomial test
is very small and significantly less than 0.05, hence we reject null hypothesis and conclude that
youths do have pre-purchase expectation on features & marketing factors differentiation on
FMCG brands.
These responses were even compared with location and Gender wise to check the effect of
Gender and Location.
198
able No. 89 : Pre Purchase Expectation on Features by Location
Mumbai Pune
Q201 Strongly Disagree 0 1
Disagree 19 8 4.865 4 0.433
Neutral 39 23
Agree 134 73
Disagree 11 13
Neutral 53 28 8.618 4 0.071
Agree 148 76
Disagree 9 2
Neutral 64 36 6.055 4 0.195
Agree 129 73
Disagree 32 27
Neutral 82 39 12.022 4 0.017*
Agree 122 66
Disagree 17 18 9.124 4 0.058
Neutral 90 37
Agree 127 69
199
Interpretation : The p-value for all the questions except Q20-8 are greater than that of 0.05,
indicates that except Q20-8 the difference in the opinion is not affected by the location of
respondents.
Table No. 90 : Pre Purchase Expectation on Features by Gender
Male Female
Disagree 29 29
Neutral 67 92 11.854 4 0.037*
Agree 209 187
Disagree 15 32
Neutral 102 86 10.647 4 0.031*
Agree 235 210
Disagree 20 20
Neutral 99 98 2.445 4 0.654
Agree 219 200
Disagree 50 62
Neutral 153 116 8.720 4 0.068
Agree 197 176
Disagree 43 38
Neutral 145 113 3.079 4 0.545
Agree 199 195
200
Interpretation: The p-value for all the questions except Q20-1 and Q20-2 are greater than that
of 0.05, indicates that except Q20-1 and Q20-2 the difference in the opinion is not affected by
the gender wise respondents.
Customer Expectation
Consumers generally see what expect to see & this expectation is based on familiarity & previous
experience consumers often perceive brands & brand attributes according in their expectations.
If a consumer has been expecting a new soft drink to have bitter after taste because the friends
said so, it probably it would taste bitter. It is also true that in money instances stimuli that are in
sharp contrast to expectations attract more attention than those that meet our expectation. There
are numerous marketing related stimuli that affect consumer's perception such as brand visibility,
price benefits, quantity, innovation unique features etc. The brand & its components such as
package, name, colour contents are intrinsic stimuli. In general stimuli that stand out against
their back ground capture immediate attention. Novel stimuli achieve this through unique images,
shapes, color etc.
The researcher studied for these stimuli have raised the consumer expectations among modern
youth in the selected FMCG messages through advertisement that seem at odds with commonly
held beliefs also attract attention.
Consumers are exposed to innumerable stimuli in a typical day. They protect themselves from
being over whelmed & overburdened by blocking such numerous stimuli from their conscious
awareness. Even consumers are exposed to stimuli they do not want to see or hear, they
unconsciously ignore such undesirable stimuli as per the book of consumer behaviour by
Schiffmon kanuk perceptual defense in more likely in anxiety producing situations because of
these reasons, unpleasant, damaging or threatening stimuli have less chance to be perceived
compared to neutral stimuli at the same level of exposure.
Consumers are likely to modify or distort any information that is not consistent with their
needs, wants, values or beliefs. It means that consumers are not passive recipients of marketing
related messages they would be exposed to. Similarly consumer perceives the price of a brand
as high, low or moderate, has significant influence on buying intentions. Consumers have
certain expectations of the the price is or should a brand. Also their expectation may or may not
201
reflect the actual price of the Brand. Also consumer often associate the price of Brand with
quality.
The researcher investigated among the youth respondents the significance of price on selected
FMCG. It is observed the impact of price on selected FMCG on per-purchase expectations. It is

happening because consumers want to deal with perceived risk. This helps them to act with
more confidence in making pre-purchase decision, they may reduce level of expectations to
reduce psychological consequences before making the purchase or an attempt to reduce the
consequences, and consumers buy the lowest priced brand.
Researcher investigated among the gender wise pre-purchase expectation. It is observed the
youth gender wise significance similar in variable such as availability & price but not in quantity,
innovation & unique features. But in our all, young consumers have certain expectations before
purchase of their selective brands.
Researcher investigated the important expectations by factor-analysis. Three factors such as,
availability price & quantity contribute 47% of variance. Factors extracted importance of pre-
purchase of selected FMCG are price, quantity, attractiveness, modernity, innovation, availability,
advertisements perceived risk. Where as in location wise finding,, it is observed, that
attractiveness, innovation of perceived risk has significant impact on pre purchase decision
making where as in gender wise pre purchase decision the price has a significant impact.
Impact of Consumer Expectation on Purchase of Brands:
H012 : Young consumers do not have certain expectations before purchase of their
H112 : Young consumers have certain expectations before purchase of their selective
FMCG brands.
There in all seventeen questions were asked for the opinion of pre-purchase expectation of the
customer from brand which they are using very frequently. Responses from respondent were
analyzed using binomial test to confirm whether they do have certain expectation. The scale
used for the measurement was of five point likert scale SD to SA scale. Using binomial test we
confirmed the importance of all the expectations provided for responses.
202
Q201 5 58 159 396 324
Q202 6 47 188 445 265
Q203 2 40 197 419 289
Q204 9 78 263 392 196
Q205 24 90 266 345 219
Q206 9 93 267 396 182
Q207 9 69 252 365 255
Q208 15 112 269 373 182
Q209 12 74 244 359 259
Q2010 19 139 288 321 180
Q2011 17 117 291 332 190
Q2012 14 81 258 394 199
Q2013 37 150 297 318 140
Q2014 23 105 310 336 161
Q2015 16 103 304 357 166
Q2016 10 100 225 372 241
Q2017 30 101 256 357 207
Chi-Square Test
Value Df p-value
Likelihood Ratio 596.115 64 .000
203
Interpretation : Since the p-value for chi-square is less than that of 0.05 indicates that Young
consumers do have certain expectations before purchase of their selective FMCG brands. To
identify important expectations we carried out Factor analysis. The results of factor analysis
are as below:
A factor analysis method is used to determine the important expectation from the brand.
Comp Initial Eigen values Extraction Sums of Rotation Sums of

nent Squared Loadings Squared Loadings
Vari lative Vari lative Vari lative
ance % ance % ance %
1 5.282 31.073 31.073 5.282 31.073 31.073 2.927 17.219 17.219
2 1.533 9.017 40.090 1.533 9.017 40.090 2.610 15.353 32.572
3 1.283 7.547 47.637 1.283 7.547 47.637 2.561 15.065 47.637
4 .927 5.451 53.088
5 .881 5.180 58.268
6 .828 4.870 63.138
7 .748 4.400 67.538
8 .732 4.307 71.846
9 .662 3.892 75.738
10 .642 3.774 79.512
11 .588 3.461 82.973
12 .569 3.347 86.320
13 .524 3.080 89.400
14 .506 2.978 92.378
15 .495 2.914 95.292
16 .425 2.503 97.794
17 .375 2.206 100.000
Extraction Method : Principal Component Analysis.
204
The variance matrix shows that the seventeen variable data can be reduced to three factors.
These three factors are extracted on the basis of Eigen value rule. The factors with Eigen value
greater than that of 1.0 are extracted as important factors. These three factors contribute for
almost 47% variance. The variables contributing for these three factors are identified from the
following rotated component matrix. Variables with value greater than 0.6 are identified as a
variables contributing for maximum variance to the factors.
Component
1 2 3
Q201 Availability is important for my purchase decision. .055 .068 .439
Q202 Price must be proportionate to the benefits. .062 .124 .769
Q203 Quantity must be reasonably good. .113 .125 .790
Q204 FMCG brands should be .147 .676 .185
appealing and attractive.
Q205 Brand name and reputation .231 .513 264
are very important to me.
Q206 It should contemporize itself as .165 .648 .193
the time progresses.
Q207 Selected brands of FMCG should make .254 .286 .527
me happy while using it.
Q208 I need innovation in every product .010 .716 .095
of selected brands.
Q209 The contents and ingredients are important .168 .419 .495
for me to buy the products of selected brands.
Q2010 It must reflect the kind of person, .540 .407 .029
205
I want to be while using it.
Q2011 I feel totally disappointed when 701 .084 .215
it is not available to me .
Q2012 Because of the unique features .495 .229 .374
I prefer these brands.
Q2013 Whenever I see my brands Ads .629 .367 .151
I feel excited about it.
Q2014 It is pure, original and flawless. .582 .327 .145
Q2015 I always look for strong visual .511 .440 .088
exposure of the brands on the shelf
Q2016 I try from other shops if my brands .519 .063 .448
are not available in my regular shop. .
Q2017 I feel risky to switch over to other brands. .647 .027 .202
Factors extracted
Q202 Price must be proportionate to the benefits.
Q203 Quantity must be reasonably good.
Q204 FMCG brands should be appealing and attractive.
Q206 It should contemporize itself as the time progresses.
Q208 I need innovation in every product of selected brands.
Q2011 I feel totally disappointed when it is not available to me
Q2013 Whenever I see my brands Ads I feel excited about it.
Q2017 I feel risky to switch over to other brands.
These variables are compared with location, gender, income.
206
Factors extracted
Mumbai Pune
Strongly Disagree 2 0
Q202 Disagree 11 13
Neutral 53 28 8.618 4 0.071
Agree 148 76
Disagree 9 2
Neutral 64 36 6.055 4 0.195
Agree 129 73
Disagree 17 13
Neutral 75 47 17.275 4 .002
Agree 141 71
Disagree 26 20
Neutral 84 45 4.024 4 .403
Agree 134 61
207
Disagree 32 27
Neutral 82 39 12.022 4 0.017
Agree 122 66
Disagree 55 18
Neutral 92 43 3.95 4 0.415
Agree 98 57
Disagree 50 22
Neutral 90 47 3.443 4 0.487
Agree 111 59
Disagree 42 10
Neutral 93 37 10.921 4 0.027
Agree 99 69
208
Interpretation : The p-value for all the questions Q20-4, Q20-8 and Q20-17 are less than that
of 0.05, indicates that for these questions location of respondent has significant impact. For all
other questions location do not have any impact.
Gender-wise comparison
Male Female
Disagree 15 32
Neutral 102 86
Agree 235 210
Disagree 20 20
Neutral 99 98
Agree 219 200
Disagree 34 44
Neutral 150 113
Agree 204 188
Disagree 48 45
Neutral 137 130
Agree 216 180
209
Disagree 50 62
Neutral 153 116
Agree 197 176
Disagree 68 49
Neutral 153 138
Agree 172 160
Disagree 67 83
Neutral 170 127
Agree 159 159
Disagree 51 50
Neutral 128 128
Agree 179 178
Interpretation : The p-value for all the questions except Q20-2 are greater than that of 0.05,
indicates that except Q20-2 the difference in the opinion is not affected by the gender of
respondents.
210
Self-Image
Consumer try to preserve or enhance their personal pictures by purchasing brands that they
believe are consistent & congruent with their self-image since it is difficult to offer unique
functional values beyond a point, brands ultimately try to develop some symbolic values.
Consumers also perceive these brands as their best choice which match with their personal
images. In depth research by Mr. Joseph Singhy, "Self-concept in consumer behavior A critical
review" Journal of consumer Research,- 9th Dec,1982 - PP 287-300, yield information that
consumers are purchasing brands to fulfill certain self-concept objective which have little to
do with the demographic category they fall into. He advocates consumer's self-image, it is
possible to expand the market in which the brand may be targeted.
The Researcher investigated how far this self-concept has an impact on the new age consumers
especially in the selected FMCG. Besides, scholar, further investigated, whether the congruence
of self-image, leveraged the brand to strengthen the brand equity through its brand association
in post purchase behavior in the variables of smart and active, enhancing the look feeling of
improvement. Brand possessions can extend self, i.e. allowing the person to do things which
are difficult to accomplish or making the person feel bigger conferring status or bestowing
feelings of endowing with magical powers for extending himself or herself.
The researcher studied the FMCG products being low involvement, the relevance of self-image
in terms of brand equity among the youth after post purchase. It is observed that aforesaid
factors such as smart & active, enhancement of look & feeling of empowerment are important
factors for youth to be in congruent with their self-image. Researcher, further investigated with
relation to gender, location & marital status. It is observed irrespective of gender, the consumers
feel the above factors are important. Whereas location wise, Mumbai consumers feel more
empowered while using their brand than Thane.
The Impact of Self- Image on Brand

H013 : New age consumers do not relate to the loss of self-image as a result of using selective
FMCG brands.
H113 : New age consumers relate to the loss of self-image as a result of using selective FMCG
brands.
211
Table No. 91: Self Image on Brand Choice by Respondents
Q21-16 29 92 308 350 164
Q21-17 48 134 323 300 140
Q21-18 43 128 301 283 135
Fig. No. 12: Self Image on Brand Choice by Respondents
My brand make While using my My brands gives

me feel smart and brand, I feel that me empowerment
active they enhance my
status.
212
Category N Observed Prop. p-value(Binomial test)
Q21-16 Disagree 121 .19 .000a
Agree 514 .81
Total 635 1.00
Q21-17 Agree 440 .71 .000a
Disagree 182 .29
Total 622 1.00
Q21-18 Agree 418 .71 .000a
Disagree 171 .29
Total 589 1.00
a - indicates significant difference in the observed proportion.
Interpretation : Since the p-value for binomial test is less than that of 0.05, it indicates that
proportion of respondents those agree is significantly more than that of 0.5 (50%) and more
than that of those who do not agree. Hence we conclude that these factors are important when
considered on the basis of responses of respondents. We also compared these with Location
and gender to understand any influence due to these demographic factors. Mann-Whitney U
test is used to test the significant difference.
Index N Mean Rank Ranking
Q21-16 943 1478.29 1st
Q21-17 945 1340.43 3rd
Q21-18 890 1347.52 2nd
Total 2778
Kruskal Wallis Test
Test Statistics
trans1
Chi-Square 19.089
Df 2
p-value .000
213
Interpretation: Since p-value is less than that of 0.05 indicates significant difference for between
Q 21-16, Q 21-17 and Q21-18.
Comparison with Gender
Loc N Mean Sum of Mann- Wilcoxon W Z p-value
ation Rank Ranks Whitney U
Q21-16 Male 494 477.66 235963.00
Female 449 465.78 209133.00 108108 209133 -0.702 0.483
Total 943
Q21-17 Male 496 466.80 231534.50
Female 449 479.85 215450.50 108278.500 231534.5 -0.764 0.228
Total 945
Q21-18 Male 466 445.48 207596.00
Female 424 445.52 188899.00 98785 207596 -0.002 0.998
Total 890
Interpretation : Since the p-value for all the factors when compared gender-wise are greater
than that of 0.05, it indicates that there is no significant difference in the opinion of male and
female. Hence we can conclude that irrespective of gender, the consumers feel them as an
important.
214
Gender N Mean Rank
Q2116 Male 494 477.66
Female 449 465.78
Total 943
Q2117 Male 496 466.80
Female 449 479.85
Total 945
Q2118 Male 466 445.48
Female 424 445.52
Total 890
Test Statisticsa
Q2116 Q2117 Q2118
Mann-Whitney U 108108.000 108278.500 98785.000
Wilcoxon W 209133.000 231534.500 207596.000
Z -.702 -.764 -.002
Asymp. Sig.
(2-tailed) .483 .445 .998
a. Grouping Variable: Gender
215
Interpretation: Since p-value is greater than that of 0.05 for gender Q 21-16, Q 21-17 and Q21-
18 indicates no significant difference.
Comparison with Gender
Loc N Mean Sum of Mann- Wilcoxon W Z p-value
ation Rank Ranks Whitney U
Q21-16 Mumbai 306 221.27 67708.00
Pune 149 241.83 36032.00 20737 67708 -1.639 0.101
Total 455
Q21-17 Mumbai 308 224.01 68995.00
Pune 149 239.32 35658.00 21409 68995 -1.206 0.228
Total 457
Q21-18 Mumbai 299 206.58 61767.50
Pune 130 234.37 30467.50 16917.5 61767.5 -2.223 0.026
Total 429
Interpretation : Since the p-value for Q21-18 is less than that of 0.05, indicates that there is
significant difference in the opinion of Mumbai and Pune consumers for Q21-18. On observing
the Sum of rank column it can be concluded the sum of rank value for Mumbai is more than
that of Pune indicates that Mumbai consumers feel more empowered using their brand than
that of Pune consumers.
216
Ranks
Location N Mean Rank Sum of Ranks
Q2116 Mumbai 306 221.27 67708.00
Pune 149 241.83 36032.00
Total 455
Q2117 Mumbai 308 224.01 68995.00
Pune 149 239.32 35658.00
Total 457
Q2118 Mumbai 299 206.58 61767.50
Pune 130 234.37 30467.50
Total 429
Test Statisticsa
Q2116 Q2117 Q2118
Mann-Whitney U 20737.000 21409.000 16917.500
Wilcoxon W 67708.000 68995.000 61767.500
Z -1.639 -1.206 -2.223
Asymp. Sig. (2-tailed) .101 .228 .026
a. Grouping Variable: Location
217
Interpretation: Since p-value is greater than that of 0.05 for location Q 21-16, Q 21-17 and
Q21-18 indicates no significant difference.
Age wise comparison
Ranks
Age N Mean Rank
Q2116 21-25 255 491.69
26-30 252 422.99
31-35 230 492.37
36-40 202 475.79
Total 939
Q2117 21-25 257 512.69
26-30 252 436.02
31-35 230 464.79
36-40 202 468.67
Total 941
Q2118 21-25 244 464.64
26-30 234 418.23
31-35 220 425.63
36-40 189 470.65
Total 887
Test Statisticsa,b
Q2116 Q2117 Q2118
Chi-Square 11.958 11.235 7.722
Df 3 3 3
Asymp. Sig. .008 .011 .052
a. Kruskal Wallis Test
b. Grouping Variable: Age
218
Interpretation: Since p-value is greater than that of 0.05 for gender Q 21-16, Q 21-17 but less
than 0.05 for Q21-18 indicates no significant difference between different age groups at Q 21-
16, Q 21-17 but significant difference for Q21-18.
Marital status
Ranks
Marital status N Mean Rank Sum of Ranks
Q2116 Married 480 469.32 225275.50
Unmarried 453 464.54 210435.50
Total 933
Q2117 Married 480 448.69 215370.00
Unmarried 455 488.37 222210.00
Total 935
Q2118 Married 452 425.88 192495.50
Unmarried 428 455.95 195144.50
Total 880
Test Statisticsa
Q2116 Q2117 Q2118
Mann-Whitney U 107604.500 99930.000 90117.500
Wilcoxon W 210435.500 215370.000 192495.500
Z -.285 -2.339 -1.827
Asymp. Sig. (2-tailed) .776 .019 .068
219
Interpretation : Since p-value is greater than that of 0.05 for marital status for Q 21-16, Q 21-
18 but less than 0.05 for Q21-17 indicates no significant difference between different age
groups at Q 21-16, Q 21-18 but significant difference for Q21-17.
Income-wise
Ranks
Income N Mean Rank
Q2116 Below 20000 231 427.32
20001 - 40000 310 441.93
40001-60000 146 434.53
60001- 80000 86 402.40
80001 and above 86 414.09
Total 859
Q2117 Below 20000 231 413.92
20001 - 40000 312 438.85
40001-60000 146 442.88
60001- 80000 86 428.40
80001 and above 86 430.82
Total 861
Q2118 Below 20000 218 423.39
20001 - 40000 279 407.94
40001-60000 141 384.49
60001- 80000 85 399.96
80001 and above 86 387.45
Total 809
220
Test Statisticsa,b
Q2116 Q2117 Q2118
Chi-Square 2.436 1.890 3.268
Df 4 4 4
Asymp. Sig. .656 .756 .514
b. Grouping Variable: Income
Interpretation : Since p-value is greater than that of 0.05 for income Q 21-16, Q 21-17 and
Q21-18 indicates no significant difference between different age groups at Q 21-16, Q 21-17
and Q21-18.
Personal Usage Experience
Young consumers now days have a variety of choice in every product category. Researcher
investigated what is it that leads a customer to pick up the brand among a host offerings. In this
age of experiential marketing, consumers acquire experience from their brands rather than
their features. Consumers are influenced by both internal-psychological & external elements-
social/cultural forces. It can be measured from consumer through various experiential modules
such as sense, feel, think, act & relate. Hence the researcher studied in the perspective of
reinforcing in attachment, inspiration, pleasure &self-assurance. The brand experience also
includes the look & feel of packaging created in advertising. The experiential platform includes
a dynamic, multisensory, multi dimension depiction of the desired experience & a specification
of the experiential value that the customer can expect from the brand.
According to Harald H. Kasserjian, consumer behavior& Advertising researchers, consumer
involvement is considered as important variable that can help explain the consumption
relatedbehavior. Judoth.L.Zaichkoshy in the book of consumer behavior has noted that there is
no agreement about how to define involvement & measure the degree of involvement. However
221
according to him, there is a wide agreement about that the degree of involvement has a very
significant effect on consumer usage experience. His construct involvement includes three
antecedents (a) such as need, importance, interest, values & unique experiences, (b) The
characteristics of stimulus, such as differentiation of alternatives, communication content. (c)
Situational factors such as purchase or use occasion of particular brand.
Hence researcher studied the relevance of the above in selected FMCG, among the youth. The
researcher selected variables as mentioned above & tested it. The factors which are important
on reinforcement of attachment, inspiration &self-assurance among the youth on personal usage
experience of selected FMCG. But it is observed individual pleasure is not having any
significance on their individual usage experience. In gender wise it is observed there is
significance association with inspiration but not with other variables. Similarly location wise,
it does not have any impact on modern youth in the personal usage experience.
Impact of Personal Usage Experience on Brands
H014 : Due to low involvement, young consumers do not tend to relate with personal experience
of FMCG selected brands.
H114 : Due to low involvement, young consumers tend to relate with personal
222
Table No. 92: Usage Experience of Brands by Respondents
Q21-7 12 63 335 363 167
Q21-8 38 130 339 319 116
Q21-9 37 96 324 322 165
Q21-10 19 67 241 392 217
Fig. No. 13: Usage Experience of Brands by Respondents
Binomial Test
Q217 Disagree 410 .44 .50 .000a
Agree 530 .56
Total 940 1.00
Q218 Disagree 507 .54 .50 .021a
Agree 435 .46
Total 942 1.00
Q219 Disagree 457 .48 .50 .345
Agree 487 .52
Total 944 1.00
Q2110 Disagree 327 .35 .50 .000a
Agree 610 .65
Total 937 1.00
*a indicates significant difference in the observed proportion
223
Interpretation : Since the p-value for binomial test is less than that of 0.05 for all except Q21-
9, indicates that proportion of respondents those agree is significantly more than that of 0.5
(50%) and more than that of those who do not agree except Q21-9. Hence we conclude that
these factors are important when considered on the basis of responses of respondents except
Q21-9. We also compared these with Location and gender to understand any influence due to
these demographic factors.
Table No. 93 : Usage Experience of Brands by Gender
Category Male Female Chi-square p-value
Q21-7 Strongly Disagree 9 3
Disagree 34 29
Neutral 175 160 2.717 0.606

Agree 188 175
Disagree 58 72
Neutral 177 162 19.767 0.001

Agree 155 164
Disagree 52 44
Neutral 173 151 0.426 0.98

Agree 166 156
Disagree 43 24
Neutral 115 126 8.262 0.142

Agree 203 189
224
Interpretation: Since the p-value for Q21-8 is less than that of 0.05, it indicates that there is
significant association between gender and Inspiration. For all other factors p-value is greater
than that of 0.05 indicates that gender does not have any influence.
Table No. 94: Usage Experience of Brands by Age
Ranks
Age N Mean Rank
Q217 21-25 254 508.39
26-30 252 454.68
31-35 228 456.22
36-40 202 449.43
Total 936
Q218 21-25 257 507.77
26-30 250 453.33
31-35 230 445.37
36-40 201 468.29
Total 938
Q219 21-25 255 489.94
26-30 252 440.74
31-35 230 478.88
36-40 203 473.53
Total 940
Q2110 21-25 254 490.10
26-30 252 431.75
31-35 225 487.21
36-40 202 459.41
Total 933
225
Test Statisticsa,b
Q217 Q218 Q219 Q2110
Chi-Sqare 8.596 8.625 5.011 8.481
Df 3 3 3 3
Asymp. Sig. .035 .035 .171 .037
Interpretation : Since p-value is less than that of 0.05 for age group Q 21-7, Q 21-8 and Q 21-
10 but greater than 0.05 for Q21-9 indicates significant difference between different age groups
at Q 21-7, Q 21-8 and Q 21-10 but no significant difference for Q21-9.
Table No. 95: Usage Experience of Brands by Gender
Ranks
Gender N Mean Rank Sum of Ranks
Q217 Male 491 464.81 228220.50
Female 449 476.72 214049.50
Total 940
Q218 Male 493 477.15 235232.50
Female 449 465.30 208920.50
Total 942
Q219 Male 496 467.52 231888.50
Female 448 478.02 214151.50
Total 944
Q2110 Male 493 474.88 234113.50
Female 444 462.48 205339.50
Total 937
226
Test Statisticsa
Q217 Q218 Q219 Q2110
Mann-Whitney U 107434.500 107895.500 108632.500 106549.500
Wilcoxon W 228220.500 208920.500 231888.500 205339.500
Z -.712 -.699 -.618 -.739
Asymp. Sig. (2-tailed) .476 .484 .536 .460
Interpretation: Since p-value is greater than that of 0.05 for gender Q 21-7, Q 21-8, Q21-9
and Q 21-10 indicates no significant difference between genders.
Table No. 96: Usage Experience of Brands by Location
Category Mumbai Pune Chi-square p-value
It reinforces attachment Strongly Disagree 4 1

with the brand after Disagree 23 13
every use. Neutral 110 49 0.885 0.927
Agree 119 60
Using my brand gives Strongly Disagree 12 6
me inspiration Disagree 49 14
Neutral 104 58 5.254 0.262
Agree 107 47
Frequent use of my Strongly Disagree 22 7
brand give me Disagree 31 21
immense pleasure Neutral 100 55 4.038 0.401
Agree 96 42
Always feel self- assured Strongly Disagree 8 5
when I use my brands Disagree 24 9
Neutral 74 31 1.663 0.797
Agree 131 71
227
Interpretation : Since the p-value for all factors is greater than that of 0.05, it indicates that
the location does not have any significant influence on the opinion of respondent.
Ranks
Q217 Mumbai 308 227.54 70082.50
Pune 147 228.96 33657.50
Total 455
Q218 Mumbai 308 224.45 69129.50
Pune 148 236.94 35066.50
Total 456
Q219 Mumbai 308 233.09 71793.00
Pune 148 218.94 32403.00
Total 456
Q2110 Mumbai 305 225.09 68651.50
Pune 149 232.44 34633.50
Total 454
Test Statisticsa
Q217 Q218 Q219 Q2110
Mann-Whitney U 22496.500 21543.500 21377.000 21986.500
Wilcoxon W 70082.500 69129.500 32403.000 68651.500
Z -.114 -.992 -1.116 -.595
Asymp. Sig. (2-tailed) .909 .321 .264 .552
228
Interpretation: Since p-value is greater than that of 0.05 for location Q 21-7, Q 21-8, Q21-9 and
Q 21-10 indicates no significant difference between locations.
Table No. 97: Usage Experience of Brands by Marital Status
Q217 Married 480 450.78 216376.00
Unmarried 450 481.20 216539.00
Total 930
Q218 Married 478 450.20 215197.50
Unmarried 454 483.66 219580.50
Total 932
Q219 Married 481 451.84 217334.50
Unmarried 453 484.13 219310.50
Total 934
Q2110 Married 474 455.48 215895.50
Unmarried 453 472.92 214232.50
Total 927
Interpretation : Since p-value is greater than that of 0.05 for marital status for Q 21-7, Q21-9
and Q 21-10 indicates no significant difference between marital status except Q 21-8.
229
Table No. 98: Usage Experience of Brands by Income level
Ranks
Income N Mean Rank
Q217 Below 20000 226 457.61
20001 - 40000 312 418.95
40001-60000 146 420.19
60001- 80000 86 389.98
80001 and above 86 439.27
Total 856
Q218 Below 20000 230 465.60
20001 - 40000 311 418.01
40001-60000 146 383.86
60001- 80000 85 448.97
80001 and above 86 432.74
Total 858
Q219 Below 20000 231 439.33
20001 - 40000 312 427.89
40001-60000 147 421.77
60001- 80000 86 404.99
80001 and above 86 466.72
Total 862
Q2110 Below 20000 228 417.46
20001 - 40000 310 419.17
40001-60000 146 426.34
60001- 80000 86 422.58
80001 and above 85 496.81
Total 855
230
Test Statisticsa,b
Q217 Q218 Q219 Q2110
Chi-Square 6.743 12.130 3.519 8.279
Df 4 4 4 4
Asymp. Sig. .150 .016 .475 .082
Interpretation : Since p-value is greater than that of 0.05 for income group for Q 21-7, Q21-
9 and Q 21-10 indicates no significant difference between income groups except Q 21-8.
Consumer Values - (Perception & beliefs)
Schiffman & Kanuk in their consumer behavior book - have defined perception as the process
by which an individual selects, organizes & interprets stimuli into a meaningful and coherent
picture of the world". For a number reasons, stimuli can often be weak or strong and may prove
to be quite ambiguous to consumers. A brief exposure, poor visibility, changing levels of
illumination, low pitch, and high noise level can create difficulties in interpreting the stimuli.
Wherever, sensory impact individuals receive, they tend to assign it to sources they consider
are most likely to have produced or caused a particular pattern of stimuli. Earlier learning and
experience becomes instrumental in forming certain expectations and different explanations
that consumers use in interpreting the stimuli.
Steven M. Burgess, "Personal values & consumer. Researcher - An historical perspective in

Research in Marketing-11, JAI press, 1992, has stated that a stimulus can have a large amount
of variations depending on the nature of the brand. But consumers see what they expect and
want to see. What they expect depends on their previous experience. The different consumer
would see different qualities in the same brand depending on their needs. Consumers trend to
ignore the stimuli that are irrelevant to their needs. According to Schiffman customers actively
seek out messages that they find pleasant and avoid threatening one. Also subconsciously
screen out stimuli that they find psychologically threatening even though the exposure has
231
already taken place is known as perceptual defense. Consumer beliefs, consist of a large number
of mental impressions or verbal statements which reflect a consumer's accumulated knowledge
and assessment about the object. Values are certain beliefs which are widely accepted or held
by members of a society. In broad sense, as per Schiffman & Kaunk both beliefs & values are
mental images that develop into a wide range of attitudes.
The researcher investigated, the consumer values have influenced in building brand equity for
the modern youth in the selected FMCG post purchase decision behaviour. The variables
considered are satisfaction, pride about the brand, name, Brand advocacy superiority, right
brand choice belief, & trust worthiness. It is observed that there is an existence of relationship
between consumer values after usage of selected FMCG Brand. It is again investigated the
significance on modern youth behavior based on location and gender on location wise. It is
observed the respondents do not attach any significant difference whereas gender wise the
same phenomena is noticed, by using Mann-whitney U test.
Impact of Perception and Beliefs on Brands
H015 : There is no existence of relationship between consumer values (perception & beliefs)
after usage of FMCG selected brands.
H115 : There exists relationship between consumer values (perception & beliefs) after usage
of FMCG selected brands.
Table No. 99: Perception and Beliefs on Brand by Respondents
Q21-1 3 36 137 424 347
Q21-2 27 121 303 332 166
Q21-3 18 63 270 355 241
Q21-4 22 106 289 346 184
Q21-5 15 62 252 398 219
Q21-11 14 70 272 377 203
232
Fig. No. 14: Perception and Beliefs on Brand by Respondents
Category Number of cases Observed Prop. Test Prop. p-value

Q211 Disagree 39 .05 .50 .000a
Agree 771 .95
Total 810 1.00
Q212 Agree 498 .77 .50 .000a
Disagree 148 .23
Total 646 1.00
Q213 Agree 596 .88 .50 .000a
Disagree 81 .12
Total 677 1.00
Q214 Agree 530 .81 .50 .000a
Disagree 128 .19
Total 658 1.00
Q215 Disagree 77 .11 .50 .000a
Agree 617 .89
Total 694 1.00
Q2111 Agree 580 .87 .50 .000a
Disagree 84 .13
Total 664 1.00
a indicates significant difference in the observed proportion.
233
Interpretation: Since the p-value for binomial test is less than that of 0.05, it indicates that
than that of those who do not agree. Hence we conclude that these factors are important when
considered on the basis of responses of respondents. Therefore we reject null hypothesis and
conclude that there exists relationship between consumer values (perception & beliefs) after
usage of selected FMCG brands.
We also compared these with Location and gender and to understand any influence due to
these demographic factors. Mann-Whitney U test is used to test the significant difference.
Table No. 100: Perception and Beliefs on Brand by Location
Location N Mean Sum of Mann- Wilco Z p-

Rank Rank Whitney U xon W value
Q21-1 Mumbai 309 232.74 71916
Pune 150 224.36 33654 22329 33654 -0.687 0.492
Total 459
Q21-2 Mumbai 309 229.61 70948.5
Pune 151 232.33 35081.5 23053.5 70948.5 -0.215 0.829
Total 460
Q21-3 Mumbai 309 236.52 73085
Pune 150 216.57 32485 21160 32485 -1.585 0.113
Total 459
Q21-4 Mumbai 309 236.33 73025.5
Pune 150 216.96 32544.5 21219.5 32544.5 -1.536 0.125
Total 459
Q21-5 Mumbai 309 233.31 72092
Pune 149 221.6 33019 21844 33019 -0.937 0.349
Total 458
Q21-11 Mumbai 308 230.67 71046
Pune 147 222.41 32694 21816 32694 -0.66 0.509
Total 455
234
Interpretations : Since the p-value for the Mann-Whitney U test is greater than that of 0.05 for
all the factors it indicates that location-wise respondents do not show any significant difference.
Ranks
Q211 Mumbai 309 232.74 71916.00
Pune 150 224.36 33654.00
Total 459
Q212 Mumbai 309 229.61 70948.50
Pune 151 232.33 35081.50
Total 460
Q213 Mumbai 309 236.52 73085.00
Pune 150 216.57 32485.00
Total 459
Q214 Mumbai 309 236.33 73025.50
Pune 150 216.96 32544.50
Total 459
Q215 Mumbai 309 233.31 72092.00
Pune 149 221.60 33019.00
Total 458
Q2111 Mumbai 308 230.67 71046.00
Pune 147 222.41 32694.00
Total 455
235
Test Statisticsa
Q211 Q212 Q213 Q214 Q215 Q2111

Mann- 22329.000 23053.500 21160.000 21219.500 21844.000 21816.000
Whitney U
Wilco 33654.000 70948.500 32485.000 32544.500 33019.000 32694.000
xon W
Z -.687 -.215 -1.585 -1.536 -.937 -.660
Asymp. Sig. .492 .829 .113 .125 .349 .509
(2-tailed)
Interpretation : Since p-value is greater than that of 0.05 for location for Q 21-1, Q21-2, Q21-
3, Q21-4, Q21-5 and Q 21-11 indicates no significant difference.
Table No. 101: Perception and Beliefs on Brand by Gender
Gender N Mean Sum of Mann- Wilco Z p-

Rank Rank Whitney U xon W value
Q211 Male 497 472.74 234949.50
Female 450 475.40 213928.50 111196.5 234949.5 -0.161 0.872
Total 947
Q212 Male 498 465.68 231906.50
Female 451 485.30 218868.50 107655.5 231906.5 -1.15 0.25
Total 949
Q213 Male 497 466.87 232032.00
Female 450 481.88 216846.00 108279 232032 -0.886 0.376
Total 947
Q214 Male 497 466.49 231844.50
Female 450 482.30 217033.50 108091.5 231844.5 -0.929 0.353
Total 947
Q215 Male 496 468.00 232129.00
Female 450 479.56 215802.00 108873 232129 -0.687 0.492
Total 946
Q2111 Male 488 483.17 235787.00
Female 448 452.52 202729.00 102153 202729 -1.827 0.068
Total 936
236
Interpretation : Since the p-value for the Mann-Whitney U test is greater than that of 0.05 for
all the factors it indicates that Gender-wise respondents do not show any significant difference.
Ranks
Q211 Male 497 472.74 234949.50
Female 450 475.40 213928.50
Total 947
Q212 Male 498 465.68 231906.50
Female 451 485.30 218868.50
Total 949
Q213 Male 497 466.87 232032.00
Female 450 481.88 216846.00
Total 947
Q214 Male 497 466.49 231844.50
Female 450 482.30 217033.50
Total 947
Q215 Male 496 468.00 232129.00
Female 450 479.56 215802.00
Total 946
Q2111 Male 488 483.17 235787.00
Female 448 452.52 202729.00
Total 936
237
Test Statisticsa
Q211 Q212 Q213 Q214 Q215 Q2111

Mann- U 111196.500 107655.500 108279.000 108091.500 108873.000 102153.000
Whitney
Wilco 234949.500 231906.500 232032.000 231844.500 232129.000 202729.000
xon W
Z -.161 -1.150 -.886 -.929 -.687 -1.827
Asymp. .872 .250 .376 .353 .492 .068
Sig.
(2-tailed)
Interpretation : Since p-value is greater than that of 0.05 for Gender for Q 21-1, Q21-2, Q21-
3, Q21-4, Q21-5 and Q 21-11 indicates no significant difference.
Table No. 102: Perception and Beliefs on Brand by Marital Status

Ranks
Q211 Married 481 438.79 211059.00
Unmarried 456 500.86 228394.00
Total 937
Q212 Married 483 451.04 217851.50
Unmarried 456 490.08 223478.50
Total 939
Q213 Married 481 446.73 214878.00
Unmarried 456 492.49 224575.00
Total 937
Q214 Married 481 449.03 215982.00
Unmarried 456 490.07 223471.00
Total 937
Q215 Married 480 452.62 217258.50
Unmarried 456 485.21 221257.50
Total 936
Q2111 Married 475 446.41 212047.00
Unmarried 451 481.49 217154.00
Total 926
238
Test Statisticsa
Q211 Q212 Q213 Q214 Q215 Q2111

Mann- 95138.000 100965.500 98957.000 100061.000 101818.500 98997.000
Whitney
U Wilco 211059.000 217851.500 214878.000 215982.000 217258.500 212047.000
xon W
Z -3.795 -2.301 -2.716 -2.427 -1.949 -2.103
Asymp. Sig. .000 .021 .007 .015 .051 .035
(2-tailed)
a. Grouping Variable: marital status
Interpretation : Since p-value is less than that of 0.05 for age group for Q 21-1, Q21-2, Q21-
3, Q21-4 and Q 21-11 indicates significant difference but greater than 0.05 for Q21-5, indicates
no significant difference for Q21-5.
Table No. 103: Perception and Beliefs on Brand by Income
Ranks
Income N Mean Rank
Q211 Below 20000 231 412.84
20001 - 40000 313 434.83
40001-60000 146 416.62
60001- 80000 86 451.27
80001 and above 87 479.43
Total 863
Q212 Below 20000 233 433.32
20001 - 40000 313 421.17
40001-60000 146 428.45
60001- 80000 86 461.17
80001 and above 87 454.50
Total 865
239
Q213 Below 20000 231 410.70
20001 - 40000 313 436.30
40001-60000 146 417.02
60001- 80000 86 441.03
80001 and above 87 489.28
Total 863
Q214 Below 20000 232 422.64
20001 - 40000 313 439.04
40001-60000 146 429.90
60001- 80000 86 439.98
80001 and above 86 427.21
Total 863
Q215 Below 20000 232 446.47
20001 - 40000 311 425.11
40001-60000 146 445.25
60001- 80000 86 397.42
80001 and above 87 425.03
Total 862
Q2111 Below 20000 225 428.59
20001 - 40000 309 398.91
40001-60000 146 426.82
60001- 80000 86 461.14
80001 and above 86 484.97
Total 852
240
Test Statisticsa,b
Q211 Q212 Q213 Q214 Q215 Q2111
Chi-Square 6.540 2.718 7.725 .773 3.512 11.635
Df 4 4 4 4 4 4
Asymp. Sig. .162 .606 .102 .942 .476 .020
Interpretation: Since p-value is greater than that of 0.05 for income wise for Q 21-1, Q21-2,
Q21-3, Q21-4, Q21-5 and Q 21-11 indicates no significant difference
Table No. 104: Perception and Beliefs on Brand by Age wise
Ranks
Age N Mean Rank
Q211 21-25 258 521.89
26-30 252 465.29
31-35 230 438.62
36-40 203 454.74
Total 943
Q212 21-25 258 524.37
26-30 252 455.23
31-35 231 456.71
36-40 204 448.44
Total 945
241
Q213 21-25 258 511.16
26-30 252 459.55
31-35 230 446.99
36-40 203 466.03
Total 943
Q214 21-25 258 489.73
26-30 252 480.74
31-35 231 465.17
36-40 202 446.25
Total 943
Q215 21-25 258 507.26
26-30 250 425.80
31-35 231 476.25
36-40 203 476.93
Total 942
Q2111 21-25 253 514.18
26-30 252 417.33
31-35 229 458.92
36-40 198 476.92
Total 932M
242
Test Statisticsa,b
Q211 Q212 Q213 Q214 Q215 Q2111
Chi-Square 15.237 13.829 8.706 3.614 13.029 18.704
Df 3 3 3 3 3 3
Asymp. Sig. .002 .003 .033 .306 .005 .000
Interpretation : Since p-value is less than that of 0.05 for age group for Q 21-1, Q21-2, Q21-
3, Q21-5 and Q 21-11 indicates significant difference but greater than 0.05 for Q21-4, indicates
no significant difference for Q21-4.
Consumer Attitude-Post Purchase Usage
According to Gorden W. Allport", Attitudes" in - A Handbook of social Psychology, 1935,
"Attitudes are learned predispositions to respond to an object or class of objects in a consistently
favorable or unfavorable way" A cognitively oriented definition given by D. Knech & R.
Crutchfield in the book - "Theory & Problems in social psychology" - M. Grow-Hill, 1948 -
states that" an attitude is an enduring organization of emotional, motivational, perceptual &
cognitive processes with respect to some aspect of our environment." This definition views
attitudes as being composed of cognitive (knowledge) effective (emotional) & conative
(behavior) components. This word object used in this definition is broad in its meanings and
includes specific consumption related things such as product category, product & brand.
According to Martin Fishben", A behaviour Theory approach to the relations between beliefs
about an object & the attitude towards the object", in Martin Fishben(ed) reading in Attitude
Theory and Measurement - 1969, views attitudes as being multi-dimensional as opposed to
earlier definitions. According to this thinking, an individual over all attitude towards an object
is believed to be a function of (a) the strength of each belief (the consumer has a number of
beliefs) the individual holds about various attributes of the object and (b) The evaluation
243
consumer gives to each belief as it relates to the attitude object. Beliefs represent the cognitive
component & denote the probability on individual attaches to a given piece of knowledge as
being true.
In consumer behavior context on purchasing brands, this would mean that our attitudes are
formed as a result of what we learn from our personal experiences with reality, product usage,
the exposure to advertising or word of mouth information. Attitudes are relatively consistent &
are reflected in an individual's behavior, but are not necessarily unchangeable. Attitude
consistency is more observable when all the conditions are favorable.
The researcher investigated among the respondents, how the attitude has significance in post
usage of selected FMCG. The variables which considered are meaningfulness-importance,
captivation & lingering on their mind, relationship as a companion, feeling of relaxation. It is
observed from the modern youth that there is a favorable attitude towards the selected FMCG
Brands after post purchase usage. Similarly the researcher observed that genders wise there is
a significant association between genders in terms of relationship as a companion. But in other
factors such as meaningfulness, captivation & relaxation there is no significance attached among
youth.
Impact of Brand Attitude
H016 : There is no favorable attitude towards the selected FMCG brands after post- purchase
usage among young consumers.
H116 : There is favorable attitude towards the selected FMCG brands after post- purchase
usage among young consumers.
244
Table No. 105: Post Purchase Attitude to Brand by Respondents
Category N Observed Prop. p-value
Q21-12 Group 1 Agree 472 .77 .000a
Total 614 1.00
Q21-13 Group 1 Agree 451 .78 .000a
Total 576 1.00
Q21-14 Group 1 Agree 496 .76 .000a
Total 653 1.00
Q21-15 Group 1 Agree 601 .85 .000a
Total 709 1.00
aindicates significant difference in the observed proportion.
Interpretation : Since the p-value for binomial test is less than that of 0.05, it indicates that
than that of those who do not agree. Hence we reject null hypothesis and conclude that there is
favorable attitude towards the selected FMCG Brands after post purchase usage among
consumers.
We also compared these with gender wise to understand any influence due to these demographic
factors.
245
Table No. 106: Post Purchase Attitude to Brand by Location
Location N Mean Rank
Q2112 Mumbai 306 226.07
Pune 149 231.96
Total 455
Q2113 Mumbai 302 227.48
Pune 149 223.00
Total 451
Q2114 Mumbai 308 222.55
Pune 149 242.34
Total 457
Q2115 Mumbai 306 222.80
Pune 149 238.67
Total 455
Test Statisticsa
Q2112 Q2113 Q2114 Q2115
Mann-Whitney U 22206.500 22052.500 20958.000 21207.000
Wilcoxon W 69177.500 33227.500 68544.000 68178.000
Z -.470 -.361 -1.559 -1.278
Asymp. Sig. (2-tailed) .638 .718 .119 .201
Interpretation : Since p-value is greater than that of 0.05 for location for Q 21-12, Q21-13,
Q21-14 and Q21-15 indicates no significant difference.
246
Table No. 107: Post Purchase Attitude to Brand by Gender
Male Female Chi-square p-value
Q21-12 Strongly Disagree 13 9 1.364 0.85
Disagree 59 61
Neutral 178 151
Agree 163 153
Disagree 61 39
Neutral 189 167
Agree 159 162
Disagree 75 49
Neutral 128 162
Agree 193 159
Disagree 40 46
Neutral 130 102
Agree 206 185
247
Interpretation : Since the p-value for Q21-14 is less than that of 0.05, it indicates that there is
significant association between gender and best companion. For all other factors p-value is
greater than that of 0.05 indicates that gender do not have any influence. We also used Mann-
Whitney U test to find which of these group has more impact on Q21-14.
Ranks
Q2112 Male 495 471.20 233242.50
Female 448 472.89 211853.50
Total 943
Q2113 Male 487 449.47 218892.50
Female 445 485.14 215885.50
Total 932
Q2114 Male 496 478.09 237132.50
Female 447 465.24 207963.50
Total 943
Q2115 Male 493 475.29 234316.50
Female 448 466.28 208894.50
Total 941
Test Statisticsa
Q2112 Q2113 Q2114 Q2115
Mann-Whitney U 110482.500 100064.500 107835.500 108318.500
Wilcoxon W 233242.500 218892.500 207963.500 208894.500
Z -.100 -2.130 -.757 -.535
Asymp. Sig. (2-tailed) .921 .033 .449 .593
248
Interpretation: Since p-value is greater than that of 0.05 for gender for Q 21-12, Q21-14 and
Q21-15 indicates no significant difference but p-value for Q21-13 is less than that of 0.05
indicates significant difference between male and female for Q21-13.
Table No. 108: Post Purchase Attitude to Brand by Marital status
Ranks
Q2112 Married 479 444.49 212912.00
Unmarried 454 490.75 222799.00
Total 933
Q2113 Married 472 444.30 209708.00
Unmarried 450 479.54 215795.00
Total 922
Q2114 Married 478 447.78 214040.50
Unmarried 455 487.19 221670.50
Total 933
Q2115 Married 476 460.44 219170.00
Unmarried 455 471.82 214676.00
Total 931
Test Statisticsa
Q2112 Q2113 Q2114 Q2115
Mann-Whitney U 97952.000 98080.000 99559.500 105644.000
Wilcoxon W 212912.000 209708.000 214040.500 219170.000
Z -2.742 -2.119 -2.337 -.680
Asymp. Sig. (2-tailed) .006 .034 .019 .497
249
Interpretation : Since p-value is less than that of 0.05 for marital status for Q 21-12, Q21-13
and Q21-14 indicates significant difference but p-value for Q21-15 is greater than that of 0.05
indicates significant difference between married and unmarried for Q21-15.
Table No. 109: Post Purchase Attitude to Brand by Age group
Ranks
Age N Mean Rank
Q2112 21-25 257 489.95
26-30 251 440.51
31-35 228 479.33
36-40 203 470.73
Total 939
Q2113 21-25 254 489.19
26-30 252 451.92
31-35 224 454.83
36-40 198 459.78
Total 928
Q2114 21-25 257 506.02
26-30 252 439.53
31-35 228 448.64
36-40 202 486.29
Total 939
Q2115 21-25 256 472.43
26-30 252 482.89
31-35 230 445.88
36-40 199 473.72
Total 937
250
Test Statisticsa,b
Q2112 Q2113 Q2114 Q2115
Chi-Square 5.068 3.405 10.793 2.710
Df 3 3 3 3
Asymp. Sig. .167 .333 .013 .438
Interpretation : Since p-value is greater than that of 0.05 for age for Q 21-12, Q21-13 and
Q21-15 indicates no significant difference but p-value for Q21-14 is less than that of 0.05
indicates significant difference between different age group for Q21-14.
Table No. 110: Post Purchase Attitude to Brand by Income
Ranks
Income N Mean Rank
Q2112 Below 20000 231 410.42
20001 - 40000 312 423.38
40001-60000 146 429.00
60001- 80000 86 434.54
80001 and above 86 513.78
Total 861
Q2113 Below 20000 226 412.25
20001 - 40000 308 440.73
40001-60000 146 400.09
60001- 80000 86 391.72
80001 and above 86 492.59
Total 852
251
Q2114 Below 20000 231 434.85
20001 - 40000 310 441.06
40001-60000 146 393.70
60001- 80000 86 414.74
80001 and above 86 454.00
Total 859
Q2115 Below 20000 229 444.27
20001 - 40000 310 428.47
40001-60000 146 423.12
60001- 80000 86 401.27
80001 and above 86 427.95
Total 857
Test Statisticsa,b
Q2112 Q2113 Q2114 Q2115
Chi-Square 12.499 12.656 5.417 2.253
Df 4 4 4 4
Asymp. Sig. .014 .013 .247 .689
Interpretation : Since p-value is less than that of 0.05 for income for Q 21-12 and Q21-13
indicates significant difference but p-value for Q21-14 and Q21-15 is greater than that of 0.05
indicates no significant difference between different income groups for Q21-14 and Q21-15
252
Value Expression
Attitude also reflects the consumer's self-image value & outlook. In Cognitive components
consumers beliefs about an object are the attributes they ascribe to it these belief are based on
a combination of the knowledge, experience & perceptions about the attitude object. For most
attitude objects, consumer have a number of beliefs and that a specific behavior shall result in
specific outcome. In affective component, consumer's feelings & emotional reactions to an
object represent the effective component of attitude. This relates to consumers overall evaluation
of the attitude object. Consumer beliefs about a brands attributes are multi-dimensional.
Consumers often evaluate brands in the context of a specific situation and a consumer's feeling
evaluation may change as the situation changes. Consumer's feelings are often the result of
specific attribute evaluations of a brand but sometimes feelings can precede and influence
beliefs. In some instances, consumers like or dislike brand without acquiring any belief about
the brand. The affective component is central to studying attitudes, as per Satish K. Batra &
Kazmi in their consumer behavior book. Because it summarizes consumer's predispositions to
be favorable or unfavorable towards the object which helps in purchase decision making. The
behavior component is the tendency of an individual to respond in a certain manner, for example,
a decision to purchase or not to purchase a brand or recommend to friends, would reflect the
behavioral component of an attitude as per P.A. Dabhalkar " Incorporating choice in to an
attitudinal framework"- Journal of consumer Research June, 1994.
The researcher, investigated howthis components leverage the brands equity in the low
involvement category of FMCG among the youth with various factors on post purchase behavior.
It is observed among respondents that there is a significant association on the factors such as
satisfactory of usage, pride about using the brand, a feeling of mind blowing, a true companion
and enhancing the outlook. Among the factors satisfactory of usage, pride of the brands name,
brand advocacy which contribute almost 52% of variance. However in the rotated components
matrix pride of using brand name, feeling of self-assurance and positive feeling of smart &
active on usage are found out as very important post purchase expectation.
253
Impact of Brand Attitude among Gender
H017 : There is no congruent favorable attitude among youth genders in terms of

value expressive functions.
H117 : There is congruent favorable attitude among youth genders in terms of value
expressive functions.
To test this hypothesis we compared all the factors of Q 21 gender-wise. The results of the chi-
square test are as below:
Table No. 111 : Value Expression for favorable Brand Attitude by Respondents
Male Female Chi-square p-value
Q211 Strongly Disagree 3 0 13.913 0.008
Disagree 15 21
Neutral 62 75
Agree 246 178
Disagree 55 66
Neutral 168 135
Agree 179 153
Disagree 39 24
Neutral 139 131
Agree 184 171
254
Disagree 58 48
Neutral 156 133
Agree 165 181
Disagree 34 28
Neutral 136 116
Agree 200 198
Disagree 55 43
Neutral 188 136
Agree 157 178
Disagree 34 29
Neutral 175 160
Agree 188 175
Disagree 58 72
Neutral 177 162
Agree 155 164
255
Disagree 52 44
Neutral 173 151
Agree 166 156
Disagree 43 24
Neutral 115 126
Agree 203 189
Disagree 38 32
Neutral 132 140
Agree 198 179
Disagree 59 61
Neutral 178 151
Agree 163 153
Disagree 61 39
Neutral 189 167
Agree 159 162
256
Disagree 75 49
Neutral 128 162
Agree 193 159
Disagree 40 46
Neutral 130 102
Agree 206 185
Disagree 44 48
Neutral 159 149
Agree 188 162
Disagree 65 69
Neutral 165 158
Agree 159 141
Disagree 72 56
Neutral 153 148
Agree 148 135
257
Interpretation : Since p-value for Q21-1, Q21- 2, Q21-6, Q21-8 Q21-14 and Q21-17 is less
than that of 0.05, it indicates that there is significant association between gender and these
factors. Therefore we reject null hypothesis and conclude that there is congruent favorable
attitude among youth genders in terms of value expressive functions. For all other factors p-
value is greater than that of 0.05, indicates that gender does not have any influence.
To study the post purchases behavior of the consumer we carried out factor analysis to extract
important factors.

Vari lative Vari lative Vari lative
ance % ance % ance %
1 7.144 39.687 39.687 7.144 39.687 39.687 3.409 18.938 18.938
2 1.152 6.399 46.085 1.152 6.399 46.085 3.198 17.766 36.705
3 1.118 6.211 52.296 1.118 6.211 52.296 2.806 15.591 52.296
4 .883 4.908 57.204
5 .858 4.764 61.968
6 .736 4.091 66.058
7 .706 3.921 69.979
8 .659 3.662 73.641
9 .615 3.417 77.058
10 .590 3.276 80.334
11 .563 3.129 83.463
12 .499 2.774 86.237
13 .494 2.745 88.982
14 .460 2.557 91.539
15 .436 2.425 93.964
16 .410 2.276 96.240
17 .342 1.899 98.138
18 .335 1.862 100.000
258
From above variance table, it is understood that there are three major components which
contribute almost 52% variance. The variables which contribute for these components are
identified from following rotated component matrix.
Fig. No. 15: Rotated component matrix
The variables with more than 0.6 are identified as contributing variable.
Rotated Component Matrix
Component
1 2 3
Q211 .007 .650 .282
Q212 .244 .169 .727
Q213 .116 .301 .678
Q214 .340 .100 .672
Q215 .134 .428 .543
Q216 .304 .176 .622
Q217 .219 .593 .225
Q218 .557 .251 .379
Q219 .328 .583 .207
Q2110 .325 .692 .076
Q2111 .178 .642 .225
Q2112 .451 .396 .214
Q2113 .354 .360 .277
Q2114 .620 .243 .196
Q2115 .410 .569 .058
Q2116 .760 .176 .212
Q2117 .703 .220 .257
Q2118 .743 .194 .189
259
Following variables constitute three components:
Satisfied with my brand Component 2
Want other to ask about my brand Component 3
Recommend the brand to other Component 3
Brand using is superior Component 3
Considers users of my brand making right choice Component 3
Brand is mind blowing Component 3
Reinforces my attachment after every use Component 2
Gives inspiration Component 1
Immense pleasure Component 2
Self-assured for using my brand Component 2
Selected brand is reinforced after every use Component 2
Best companion Component 1
Feel relaxed using my brand Component 2
Feel smart and active Component 1
Feel enhance my outlook Component 1
It empowers me Component 1
On the basis of highest value in each column of rotated component matrix we can conclude
that Q21-2, Q21-10 and Q21-16 are the very important post purchase expectations.
Table No. 112 : Mean Value Expression by Location
Location N Mean Rank
Value expressive function Mumbai 287 203.76
Pune 122 207.91
Total 409
260
Test Statisticsa
Test value
Mann-Whitney U 17152.000
Wilcoxon W 58480.000
Z -.325
Asymp. Sig. (2-tailed) .746
Interpretation : Since p-value is greater than that of 0.05 indicates no significant difference
for value expressive function location-wise.
Table No. 113: Mean Value Expression by Gender
Gender N Mean Rank
Value expressive function Male 437 415.48
Female 412 435.09
Total 849
Test Statisticsa
Test-value
Z -1.164
261
for value expressive function Gender-wise.
Table No. 114: Mean Value Expression by Marital status
Marital status N Mean Rank
Value expressive function Married 428 395.21
Unmarried 411 445.82
Total 839
Test Statisticsa
Test value
Z -3.024
Interpretation : Since p-value is less than that of 0.05 indicates significant difference for
value expressive function for married and unmarried. The mean rank scores are more for married
than unmarried.
Table No. 115 : Mean Value Expression by Age group
Ranks
Age N Mean Rank
21-25 231 468.08 1st
26-30 229 395.07 4th
Value expressive function 31-35 208 413.32 3rd
36-40 178 414.12 2nd
Total 846
262
Test Statisticsa,b
Test value
Chi-Square 11.411
Df 3
Asymp. Sig. .010
Interpretation : Since p-value is less than that of 0.05 indicates significant difference for
value expressive function when compared for different age group.
Table No. 116: Mean Value Expression by Income
Ranks
Income N Mean Rank
Below 20000 204 393.34
20001 - 40000 262 378.80
Value expressive function 40001-60000 140 376.91
60001- 80000 83 392.49
80001 and above 85 412.86
Total 774
Test Statisticsa,b
Test value
Chi-Square 1.985
Df 4
Asymp. Sig. .739
for value expressive function income-wise.
263
CHAPTER 6
MAJOR FINDINGS AND CONCLUSION
264
CHAPTER 6
MAJOR FINDINGS AND CONCLUSION
Findings
It is observed that in the respondents side in the age group of 21-25 & 26-30 contributed to 54-
3% balance from the age group of 31-40, is 55.7% the gender wise respondents were from
Males 51.3% & 48.7% females. Similarly on the marital front, the respondents 47.5% were
unmarried & 52.5% married. Education wise, Graduates & post graduates were 79.2% & others
were rest. Profession wise private employees & students contributed 53.2% & rest were others,
such as Business 9.2%, professional 15.1%, House wives 13.6%, Govt. employees 8.6%. Income
wise the respondents were below monthly income of Rs.20,000/- were 26.3%, 20001-40000/-
36.3% , 40,001 - 60,000/- 17.8%, 60,001 - 80,000/- 9.6% & rest 9.9%.
It is found that the significance of usage of FMCG Brands distributed as strongly important
34.8% & important 41.6% but least important 1% & unimportant 4.4%. In the Binomial test, it
is found that the more than 50%. It is also observed that the respondents based on location,
education, profession & income expressed that the importance of brands on selected FMCG,
whereas for the other variables such age group, gender and marital status, this is not realized
vital.
Brand Loyalty
If the loyalty of a consumer is to a product rather than the brand, brand equity would not exist.
A key premise is that if the loyalty exists to the brand then it is not possible to transfer to other
name so easily without huge investment. Brand loyalty cannot exist without prior purchase and
use experience. However loyalty is created by many factors. A key way to measure the brand
loyalty based on the satisfaction on the dimensions T.V. Advertisements, modernity of the
brand, positive brand advocacy, new offering, brand visibility, non-availability, and change in
price and influence of retailers for brand switch over. It indicated what are the problems
customers are having with existing brands, why are they switching over brands and the real
reasons for switching over.

265
It is found that from modern youth on the gender wise that the brand loyalty exists among the
modern youth in selected FMCG, as the tested P- value indicates less than 0.05. It is found that
usage of FMCG more than six years, the product category of tooth paste has 41.40% followed
by biscuits 37.5%, soft drinks 35.7%, washing powder 35.4%, and bathing soap 31.5%. However,
by chi- square test it is found that brand loyalty is significant in the FMCG of bathing soap,
tooth paste, and washing powder but insignificant with biscuits and soft drinks as calculated
value in these product categories are less than the table value.
It is also found that for category wise loyalty the binominal test used assuming more than four
years being defined as loyalty. Here, it is observed that the results are significant in all the
categories as p-value is less except insignificant on bathing soap category among the modern
youth. In case of gender, bathing soap loyalty is significant but not in other selected FMCG's.
Similarly it is found that the modern youth 40% switched over to other brands. When it is
tested for location and age group there is no association between loyalty and variables of
location and age group. Whereas, there is no association between loyalty and variable education.
But at the same time on the demographic variables of profession, income there is association
with loyalty. It would mean loyalty plays major role among the youth in gender, profession,
income levels. In total, the youth switched the brands in FMCG of bathing soaps i.e. 53.19%
maximum and comparatively less was with washing powder 30.88%.
It is found through the binomial test, the reasons for shifting brand loyalty are no attractive
sales offers, lack of contemporary look, failure to deliver its promise, lack of new variants
offering, non-availability of brands and increase in price. On the factor analysis it is found
most important reason for shifting brand loyalty is due to positive brand advocacy followed by
lack of new variants, strong brand visibility on the shelf space, suggestion of friends, relatives
and change in the price.
Further, it is also found out that what the reasons that modern youth stay back with same
brands are. On the factor analysis, the reasons extracted for the consumer brand loyalty and
tested by kruskal - wallis, satisfaction with the existing brands & no reason for them to switch
266
over was the most important followed by no alternative sales offers from other brands,
unbelievable promise offered by the other brands, no noticeable difference on their existing
brands &others, and least was no new variants offered by the other brands.
The routinized purchase behavior of the youth on the same shop in spite of consistent positive
reinforcement was tested. On the chi-square test it is found that there is a routinized purchase
behavior of the youth from the same shop in spite of positive reinforcement from the shop
keeper. At the same time, it is found that on gender wise and location wise, gender does not
differ on the opinion. The reasons for such type of behavior were extracted by the rotated
component matrix with mean rank, it is found the most important reason was availability of
brand, followed by fresh stocks, comfort experienced due to individual attention, adherence of
sales promotion and least was door delivery.
Brand Knowledge - (Rational Motives)
Brand knowledge is the understanding that consumers have about a brand. The understanding
encompasses on rational motives. So, motive is the inner force that rekindles certain purchase
behavioral response that leads to the purchase response. So, the modern youth how are they
influenced by both rational and emotional motives as the FMCG comes under low involvement
category. Motivations, are sometimes unconscious and many occasions consumers purchase a
lot of products without actually knowing why they buy and use it.
FMCG being low involvement category, consumers may have little interest going through the
knowledge of the brands. In that eventuality, how the knowledge of rational motives, helps in
sustaining brand equity in the selected FMCG for the modern youth purchase behavior.
Though eight factors were considered for the rational motives on bathing soap, important motives
extracted are killing germs & keeps body clean and neat, keeping the skin moisturized and
lasting effectiveness of the cake.
In the case of tooth paste, out of the eight factors considered, the important motives extracted
are arresting bad breath giving freshness, strengthening gums & good taste.
267
Where as in the case of washing powder, out of eight factors considered, the important motives
extracted are, giving new look & fragrance for clothes & reduction of water consumption.
In the case of biscuit category, out of seven factors, the important rational motives extracted
are nutritional value, taste & reducing hunger. Whereas, in soft drink product category, nine
factors were considered. The important motives extracted from modern youth are, taste, different
flavors, a youth product, useful to guests at home in the family pack size.
Similarly it was tested, how the Brand association of emotional motives leveraged in
strengthening the brand equity. There were eight components considered for the emotional
motives importance in the Brand. The chi-square test was carried out, it is found that the
emotional motives of the brand do stimulate the modern youth for repetitive purchase of the
brand. It is tested for location wise & gender wise. In location wise, it is found that the emotional
motives have significant impact on repetitive purchase, where as in gender wise, the emotional
motives do not gave significant impact on the modern youth.
Brand Awareness
Brand awareness establishes a link between the product category and the brand and it turn
awareness leverages brand equity. Hence, awareness can anchor, create & associate value to
the youth in FMCG purchasing behavior. The awareness can be created in many ways,
nevertheless the awareness level must prompt consumers in the consideration set before
purchasing the brand of FMCG. Many determinants of awareness such as brand name, knowledge
about the competing brands, price, print and T.V. Advertisement, package recognition, retail
visibility, gifts & sales offers, logo, prior knowledge of difference between the brands,
knowledge of benefit by T.V. ads were tested (Binominal) for the equality of proportion. It is
found that the youth are aware with the difference between their brand and competing brands
through advertising exposure.
Similarly, important stimulant factors were extracted. It is found in the awareness level, brand
name ranked the top most followed by T.V. ads, Gifts & Sales offer and print advt. a last
purchase consideration set.
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While location wise on awareness of brand, it was tested and found that there is no association
between location and brand awareness. While other demographic variables tested, it is found
that there is association between gender and name of the brand as well income and education.
In the case of marital status, profession variables, there is no association with Brand name.
As regards awareness of print advertisement there is significant association with variables
such as location, income, education and profession, but no association with age, gender and
marital status.
Similarly awareness level through T.V. advertisements it was tested with demographic variables.
It is found that there is no association between awareness through T.V. with the demographic
variables such as location, marital status, & professional, but, there exists association with age
group, gender and education and income levels.
In case of brand awareness level with offering of gifts and sales offers, chi-square was tested.
It is found that there exists association with demographic variables such as gender, marital
status, profession & income level, but no association exists with variables such as location age
group, education level.
It was tested whether the consumer own brands ever come in to their consideration set, whenever,
they intend to purchase FMCG. It is found that no association exists among the demographic
variables such as place of living, age group, gender, marital status with their own brands coming
in to their consideration set while intending to purchase.
However, it is found the association exists among the variables of education, profession and
income levels as consideration set while intending to purchase the FMCG.
Perceived Quality
Perceived quality cannot necessarily objectively be determined, in part, because it is a perception
and also because judgment about what is important to customer's are involved. Perceived quality
is defined relative to an intended purpose and a set of alternatives. It is intangible it would be
based on underlying dimensions which includes characteristics of the brand such as reliability
and performance.
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So it was tested among the youth, whether they are not faced with difficulty in perceptual
judgment in spite of superiority offered by other brands. It is found that location wise the
respondents have significant impact on satisfaction, durability, value for money, defect free,
variants, appearance of package and Brand.
Similarly gender wise it was tested among the youth. It is found that gender wise, respondents
do not have significance impact on satisfaction, side effects, value for money, variants of brand,
good features & packaging and Brand appearance for good performance.
Brand Attribute
Brand association, a part of Brand equity, can be developed by one way is attribute or product
characteristics. Developing such association can be possibly effective when the attribute is
meaningful, because it translates to consumer, the reason to purchase the brand. The identification
of unmet customer problem can sometimes lead to an attribute preciously ignored by competing
brands. However brand association which involves too many attributes can result in fuzzy,
contradictory and confused perception among the youth.
Hence it is tested on each selected FMCG, whether youth do not have a tendency to evaluate
one attribute or aspect, if stimulus to distort reactions to its other attributes. In the category of
Bathing soap it is found the P-value of chi-square is less than 0.05 and it is concluded that
youth have a tendency to evaluate one attribute or aspect if stimulus to distort reactions to its
other attributes. The attributes which were tested are antibacterial ingredients, new fragrances,
shape, and various other ingredients, looking neat & clean.
In the case of tooth paste, the attributes tested are side effects, new tastes, improved calcium,
gel, ingredients. It is found from the respondents that youth do have a tendency to evaluate one
attribute or aspect of stimulus to distort reaction to its other attributes.
Where as in washing powder, the attributes tested are, blue energy, lather, advanced while
formula fragrance for freshness, different colour enzymes. It is found the chi-square test p-
value is less than 0.05 so, youth do have a tendency to evaluate one attribute or aspect of
stimulus to distort reactions to its other attributes.
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In the case of Biscuits, the attributes tested are, high fiber, nutritional contents, strength &
energy, goodness of snack, companion with tea. It is found from the Chi-square test, p-value is
less than 0.05, so, youth do have a tendency to evaluate one attribute or aspect of stimulus to
distort reactions to its other attributes.
Whereas, in the case of soft drink, the attributes tested are, highly carbonated low calorie,
energy, thirst quenching, alternative to juice for hygienist, flavor, It is found among respondents
for chi-square test, p-value, is less than 0.05, so, it is concluded that youth do have a tendency
to evaluate one attribute or aspect of stimulus to distort reactions so its other attributes.
In case of bathing soap, on location wise the attributes which have significant impact on youth
are, new fragrances other ingredients, looking neat & clean. The factors which have no
significance are as its p-value is more than 0.05, anti-bacterial, shape. In gender wise comparison,
the attributes do not attach any significance as p-value is more than 0.05.
In the case of tooth paste all the attributes, on gender wise comparison do not have any
significance on youth, as in the chi-square test, p-value is more than 0.05, except on the attribute
gel. The gel as attribute has significance to youth as they have tendency to evaluate this attribute
In case of washing powder all the attributes on gender wise have no significant impact on
youth to have a tendency to evaluate attributes to distort reactions to its other attributes as p-
value is more than 0.05 on chi-square test except on the attribute of blue energy.
Similarly, in the case of biscuits, gender wise, the attributes tested have more than p-value of
0.05 on chi-square test. Hence they have no significance impact on youth to have a tendency to
evaluate attributes to distort reactions to its other attributes except on nutritional content where
p-value is less than 0.05 which will have significance.
However, in the case of soft drink, gender wise, the attributes tested have more than p-value of
0.05 on chi-square test which clearly indicate it does not have significant impact on youth to
have a tendency to evaluate attributes to distort reactions to its other attributes.
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Customer Expectation
Consumers are exposed to innumerable stimuli in a day. Consumers often perceive brands and
its attributes according to their expectation. There are various marketing related stimuli that
affect consumer's perception such as price, quantity, innovation, brand visibility and unique
features etc. Hence based on the above, the hypothesis was tested whether youth do not have
any pre purchase expectation on features and other marketing factors differentiating on FMCG
brands. The binomial test is used to confirm the significant difference between the proportions
of respondents who agree to those and who do not agree to. It is found that p-value is less than
0.05. Hence it is concluded that youth do have pre purchase expectation on features and other
factors such as brand availability, price, quantity, continuous innovation and unique features.
It is also tested on gender wise comparison. It is found that quantity, innovation and unique
features, p- value is greater than availability and price. Hence the difference in the opinion is
not affected by the gender respondent.
When over all other factors were taken to identify the expectation on the pre purchase of their
selective FMCG brands, it is found that p-value is less than 0.05 on chi-square test. Therefore,
it is concluded youth do have certain expectations before purchase of their selective brands.
Factor analysis was used to extract important factors. The important factors on expectation
before purchase are, price should be proportionate with benefits, reasonable quantity,
attractiveness of the brand, modernity, innovation, availability, exciting advertisement, and
perceived risk on switching over to brands. It is further tested on variables of location wise. It
is found on factors such as brand attractiveness, innovation and perceived risk that p-values are
less than 0.05. It is concluded that these factors have significant impact on youth expectation
on pre purchase behaviour. In gender wise chi-square test, it is found that p-values are greater
than 0.05 except on the factor, price with benefit, which is less than p-value 0.05. Therefore, it
has significance on expectation of youth pre purchase behavior but other factors do not have
any significance impact on pre purchase expectations.
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Consumer Imagery
FMCG products being low involvement, the relevance of Self-Image in terms brand equity
among the youth after purchase. Consumers choose and use brands that are consistent with
their how they view themselves. In some cases the matching of brands may be based on how
they would like to view themselves. It is tested that Whether the self-image has an impact on
the new age consumer after adoring it was tested as this could leverage the brand equity as a
strong brand association in post purchase behavior in the variables of feeling of smart and
active, enhancing their look and giving a feeling of empowerment. The p- value for binomial
test is less than that of 0.05 indicates that proportion of respondents those agree is significantly
more than 50% of more than that of those who do not agree. Hence it is concluded that these
factors are important for the youth.
It is further tested on gender wise and found that the p value is greater than 0.05. Hence it is
concluded there is no significant difference in the perception of male and female.
Similarly on the variable of location wise it is tested and found that p value of feeling
empowerment is less than 0.05, which indicates that there is significant difference in the
perception of Mumbai and Thane distinct respondents. On observing the sum of rank column it
is concluded the sum of rank value for Mumbai is more than that of Thane district indicates
Mumbai respondents feel more empowered using their brands that of Thane district respondents.
Personal Usage Experience
In the age of experiential marketing, consumers acquire experience from their brands rather
than features. The experimental platform includes a dynamic, multi-sensory, multi driven
depiction of the desired experience and a specification of the experimental value that the
customers can expect from the brand. Hence it was tested from being a low involvement category
whether the young consumers do tend to relate their personal experience modules such as feel,
think, act and relate on the variables such as the feeling of attachment with the brand after
usage related with inspiration, thinking self-assurance, and act of immense pleasure. It is found
that p- value for binomial test is less than that of 0.05 for all the variables expect frequent usage
273
gives immense pleasure, which indicates that the proportion of respondents those agree is
significantly more than that of 50% and more than that of those who do not agree. Hence, it is
concluded expect the factor of act of immense pleasure, rest of the factors are important to
respondents.
In gender wise comparison, expect immense pleasure the p-value is greater than that of 0.05,
indicates the gender do not have any influences on these factors. Similarly on the location
wise, the p-value is greater than that of 0.05, it is concluded that location does not have any
significant influence on the perception of respondents.
Consumer Values
Consumers tend to ignore the stimuli that are irrelevant to their needs .Also, sub consciously
screen out stimuli that they find psychologically threatening even though the exposure has
already taken place i.e. perceptual defense. A stimulus can have a large amount of variations
depending on the nature of the product, physical attributes, the design, the brand name, the
type of advertisement and so on. An individual can differentiate between something and nothing.
The messages from brands are many occasions unrecognizable by the conscious mind but in
certain situations, can affect the subconscious mind and can influence subsequent thoughts,
behavior attitudes beliefs and value systems. Consumer beliefs consist of a large number of
mental impression or verbal statements which reflect a consumer's accumulated knowledge
and assessment about the brand. Hence it is tested for the existence of relationship between
consumer values after usage of related from brands among the youth.
The factors which were considered are satisfaction, on brand name insistence by others, brand
advocacy, feeling of superiority to other brands, belief of right brand choice, reinforcement of
trust worthiness of brand after every usage. Since p- value for binomial test is less than 0.05,
indicates that proportion of respondents those agree, is significantly more than 50% and more
than that of those who do not agree. It is therefore concluded that relationship exists between
consumer values after usage of selected FMCG brands
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It is found on location wise that p-value is greater than 0.05 on Mann Whitney U test and it is
concluded that respondent's location wise do not show any significant difference.
Similarly gender wise comparison, p- value for Mann Whitney is greater than that of 0.05 for
all the factors. Hence, it is concluded, gender- wise respondents do not show any significant
difference.
Post Purchase Attitude
Attitudes are learned predisposition to respond to an object or class of objects in a consistently
favorable or unfavorable way. It comprises of belief, feeling and intention to purchase or not.
Consumers attitudes about an attitude object is a function of consumer's perception and
assessment of important beliefs held about a certain object. Many beliefs about attributes are
evaluative in nature. Consumers will process information and develop beliefs about many
attributes. Consumers generally have favorable attitudes towards those brands that they believe
have an acceptable level of positive attributes. Conversely they have unfavorable attitudes
towards those brands that they believe do not have an acceptable level of desired attributes.
Consumer's personal experience with a brand is an important factor in the formation of attitudes.
Attitudes thus developed tend to be more enduring and resistant to change, compared to
individual experience that consumers develop as a result of exposure to advertisement. The
favorable attitude shall reinforce strong brand loyalty which would leverage brand equity.
FMCG being low involvement category, it was tested whether consumers form positive attitudes
as a result of information processing. This was tested as consumers may experience a feeling
of discomfort, which lead to cognitive dissonance, which would be unfavorable to brand equity.
The factors considered for this are, a positive feeling of identity with the users, feeling of
captivation on post usage, feeling of friendship, feeling of bond with brands on post usage.
It is found that p-value for binomial test is less that of 0.05, which indicates that proportion of
respondents those agree is significantly more than 50% and more than that of those who do not
agree. Hence it is concluded that there is favorable attitude towards selected FMCG brands
after post purchase usage among youth. It is further tested for Mann-whitney U- Test on gender
275
wise comparison and found that all the factors other than feeling of friendship, p-values are
greater than 0.05 which indicate the gender do not have influence on these factors.
Value Expressive Functions
Attitudes reflect consumer's self-image, values and outlook. For most attitude objects, consumers
have a number of beliefs and that a specific behavior shall result in specific outcomes. In some
instances, consumers like or dislike brands without acquiring any beliefs about the brands. The
feeling is central to studying attitudes. Attitudes may also be formed as a result of inferences a
consumer derives from various aspects of his life. It involves individuals own observations,
learning from his family, peers group, media and environment surrounding themselves. Hence,
it is tested with variables to find out its impact on value expressive functions.
It is found on gender wise that the factors such as feeling of satisfaction, the pride about using
the brand name, a feeling of mind blowing, feeling of attachment after every usage, feeling of
friendship and enhancing outlook, p-values are less than that of 0.05, which indicates that there
is significant association between gender and above factors. Hence it is concluded that there is
congruent favorable attitude for other factors. The important factors were extracted. It is found
that the most important post purchase usage factors are, feeling of pride when others ask for
the brand names, feeling of self-assurance, feeling of smart and active and pleasure of
empowerment after usage.
Conclusion
From the statistical data analysis, it is found that how far modern youth is influenced by the
Brand equity in the Mumbai & Thane district. Despite often obvious value of brand, it is
believed that there are signs that the brand building process is eroding and factors such as
marketer emphasize on sales promotions & price are becoming more salient in the low
involvement selected FMCG. How far such reaction of marketers have impact on modern youth
on pre and post purchase behavior.
The Brand Equity of FMCG is built by the basic fundamental building elements of brand
awareness, brand knowledge, brand loyalty, perceived quality, brand association, pre purchase
276
decision and post purchase behavior. But the brand equity is sequentially directly built by the
formation of brand loyalty also. The outgrowth of brand loyalty emerges in the form of brand
equity as a marketing transformation of awareness, knowledge, perceived quality, association,
purchase decision and post purchase behavior. The predominant factors of these elements bring
out the elementary regulations in the process of consumer perceptions, attitudes, self-image
and customer expectation and their level of satisfaction of FMCG.
In all the consumer behavioral aspects success and failure of brand loyalty alone decides the
brand prominence of any product. The study concluded that the measure of brand loyalty is
important to identify the popularity of a brand as well as its volume of sales. In this context the
brand equity is vital in the study as a powerful estimator to predict the effects of brand loyalty
and brand association.
The perceived quality followed by purchase decision and post purchase behavior with optimistic
impact on customers creates the brand loyalty phenomenon in their mind spectrum. The
continuous and steadfast fixation of brand loyalty on the mind spectrum of customers is achieved
only through brand equity. The multiple phenomenon varies from product category to product
category based on the need, utility and performance of the product. The various elements of
brand loyalty have strong relationship among them and such a relationship reinforces the
association of the brand with the customers.
The existence of brand equity has opportunities on the purchase behavior of youth which are
exactly and empirically determined in the study. It is concluded that a maximum of 60.8 % of
brand loyalty among customers indicated that the existence of brand equity on FMCG brands
among youth. The existence identification is useful for the marketers to employ the various
brand strategies to maximize the market share & sales. Once the brand equity is established it
will ensure lucrative sales of a particular brand of the manufacturer, otherwise the non-
existenceof brand equity indicates the failure of the brand.
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CHAPTER 7
RECOMMENDATIONS
278
CHAPTER 6
RECOMMENDATIONS
A brand is not a name or accessory added at the end of the production process. It is a value that
needs to be considered at each and every step of the creation of product. Branding is that a
differentiating factor that ensures the success of an organization in a highly competitive and
product cluttered India. A brand is a perceptual reality for the consumers.
Consumers draw strength from the superior value associated with the perceptual entity of the
brand. The brand perspective thus, decides the fate of the FMCG brands in market place. The
growing importance of brand equity can be gauged by the fact that the focus of the corporate
mergers. If a brand is successful in creating an image in the minds of the consumers and develops
a certain following among the target audience, because of awareness, perceived quality, etc.
that it managed to create, then the consumers do not mind paying a high price for the brands
and companies can avoid price competition.
Irrespective of gender, the youth have brand loyalty on FMCG. However, the brand loyalty
level is high on bathing soaps, tooth paste and washing powder. At the same time it is not that
high level on biscuits and soft drinks. However, in tooth paste brand loyalty is the highest.
Hence, marketers shall have to emphasize by creating new dimensions to retain youth. Similarly,
the brand loyalty does not have significance on the demographic variables of age group, marital
status and education. Hence, marketers shall have to identify the reasons for not being loyal on
these variables and correct it. The brand loyalty becomes much weaker among the youth due to
brand advocacy, periodical addition of new variants, poor brand visibility, suggestions from
friends to switch over. But brand loyalty becomes stronger due to reasons such as no strong
reason to switch over to other brands, no attractive offers from other brands, unbelievable
promise offered and difference felt using other brands. The youth are not influenced by the
retailer's recommendation. There is consistency on their behavior in spite of influence from
retailers on the demographic variables of gender and location. The main reason for youth to
279
buy their own brand on the shape is availability of their brands followed by fresh stock. So
marketers shall have to replenish the stock and never run out of stock.
Brand loyalty as an attitudinal dimension, is also identified as the tendency to be loyal to a
focal brand, which is demonstrated by the intention to buy that as primary choice.
Brand knowledge can influence the brand equity as the understanding that the consumers have
about the brand in terms of brand awareness and brand image through rational and emotional
motives. The awareness of brand knowledge among the youth are high on the rational motives
such as moisturizing, keeping the body clean and neat and lasting effectiveness cake in bathing
soap. In the case of tooth paste rational motives, arresting bad breath, giving freshness and
strengthening gums again the knowledge are high. Where as in the case of washing powder the
knowledge rational motives such as less water consumption and giving new look to fabric are
high. Similarly, in biscuits youth are knowledgeable about nutrient value followed by reduction
of hunger and similarly, in soft drinks the knowledge is high on availability, family pack size
and it is for youth.
In FMCG, the emotional components as brand association of the brands do stimulate the task
of repetitive purchase of the brand. Hence marketers shall have to develop emotional connect
of the brands with the youth. Since consumers can have more than one connection and these
connections act as the building blocks that lead to developing brand equity.
Brand awareness is an important component of brand equity as it has impact on consumers'
perception and attitude towards a brand. Also consumers have their own opinion of their brands.
Here, the youth are fully aware with difference between the competing brands in spite of their
advertising exposure. It is found that the youth on age wise, gender wise and income wise have
significant impact on brand name. So marketers shall have to ensure the consistent awareness
to be maintained on the demographic variables of age, gender and income wise. Also it is
280
found that television ads create more awareness. So marketers shall have to plan and insert ads
based on the viewership pattern of various television serials.
Consumer's perception of the quality of brand result in their preference for it over other competing
brands which lead to higher brand usage and worthiness of paying for it. So, gender wise it is
found that in the purchase situation youth are not faced with difficulty in perceptual judgment
except on long lasting effectiveness, defect free and consistent delivery of brand promise.
The youth in buying situation, have a tendency to evaluate one attribute. Marketers shall have
to identify the most important attribute and develop stimulants to distort reactions to its other
attributes. However, the attributes shall vary depending on the product category.
Consumers have pre purchase expectations on features and other marketing factors such as
availability, price, quantity, modernizing it and product innovation etc. So a brand strategist
shall have to focus the importance on the above while building brand equity.
Self-image plays an important role with the youth while adoring the brand. Hence, brand
strategist, shall have to put efforts in self-reflection after adoring the brand, it should project
enhancing their look, smartness and empowerment. It is also essential that necessary attention
shall have to be focused by the brand strategist towards personal experience while using or
after usage of the brand.
Therefore while developing constructs for brand equity, the brand strategist should look in to
cues that drive sale of the brand. If the brand equity fails, then, it shall have impact on the
strength of the brand leading to decline of sales and profitability.
281
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293
ANNEXURE 1
QUESTIONNAIRE
294
Brand Equity w.r.t and its Impact on Decision Making: A Study w.r.t youth in Selected
Cities (Mumbai & Pune) and w.r.t FMCG Products
Section - A
1. Place of the respondent : Mumbai / Pune :
2. Age Group of the respondent : ( only one)
a) 21-25 b) 26-30
c) 31-35 d) 36-40
3. Gender : a) Male b) Female
4. Marital Status: a) Married b) Unmarried
5. Educational Qualification ( only one)
a) Up to Hr.Sec b) Graduate
c) Postgraduate d) Professional
e) Others, Specify ____________________
6. Occupational Status ( only one)
a) Business b) Professional c) Private Employee
d) Govt. Employee e) Housewife f) Student
g) Other, Specify _______________________
7. Monthly Household Income ( only one)
a) Below 20000 b) 20001-40000 c) 40001-60000
d) 60001-80000 e) 80001 and above
295
Section B
8. How important is the FMCG brands to your life?
5 4 3 2 1
(5- Strongly important, 4-important, 3-neither important nor less important, 2- Not important,
1-strongly least important)
9. Please give the brand names of the FMCG you use.
Bathing Soap _____________________
Tooth Paste ______________________
Washing Powder __________________
Biscuits _________________________
Soft Drinks _______________________
I. Brand Loyalty
10. How long have you been using your brands of FMCG?
(Please tick marks the relevant box)
Products < 2 years 2-4 years 4-6 years >6 years
Bathing Soap
Tooth Paste
Washing Powder
Biscuits
Soft drinks
11.(a) Have you changed your brand of FMCG within two years?
a) Yes b) No
296
11.(b) If yes, then which FMCG you have changed ( whichever is applicable)
Bathing Soap
Toothpaste
Washing powder
Biscuits
Soft Drinks
12. (a)If Yes, rate the suitable reasons
I have changed to other brands of FMCG because
Please (tick) mark the suitable scale
(5:Strongly Agree, 4:Agree, 3:Neutral, 2:Disagree, 1:Strongly Disagree)
Sr. No Reasons
5 4 3 2 1
1 Attractive Sales Offers
2 Consistent TV Ads has persuaded me
3 Due to suggestion of friends and Relatives
4 No Contemporary look of the existing Brands
5 It delivers its promise
6 Due to positive advocacy of the brand

7 Just for a change
8 New variants which never existed in my brands
9 Brand visibility of other brand is strong in the

shop that persuaded me to switch over
10 Due to non-availability
11 Due to increase in price
297
12. (b) If NO, rate the suitable reasons
I have not changed to other brands of FMCG because
(5- Strongly agree, 4-Agree, 3-Neutral, 2- Disagree, 1- Strongly Disagree)
Sr. No
Reasons
5 4 3 2 1
1 No Attractive Sales Offers
2 Unbelievable promise offered
3 No New variants are offered
4 Happy with existing brands and no
strong reason to switch over
5 Advertisement has not persuaded me to buy
6 No newness offered in totality
7 Other brands benefits are not clear to me
8 No difference between my brands and others
13.Where do you buy the FMCG from?
a. pan/petty
b. Grocery Shops/ Kirana
c. Super Markets
d. Malls
e. Restaurants (Udupi, Irani)
f. Others, specify _____________________
298
14.If you buy your FMCG only from a particular shop, rate the reasons
(5:Strongly Agree, 4:Agree, 3:Neutral, 2:Disagree, 1:Strongly Disagree)
Sr. No
Reasons
5 4 3 2 1
1 Adheres to Sales Promotion
promised by the brand
2 It is near to my home
3 Individualise attention provided to
customer enhances comfort
4 Availability of my Brands
5 Knowledge and courtesy of their ability
conveys trust and confidence
6 He offers door delivery
7 Availability of fresh stock
8 My brands are well displayed to my liking
9 He stocks brands in a neat
and clean environment
299
II. Brand Knowledge
15. Rational motives regarding the brand you use.Please (tick) mark the suitable scale
(5:Strongly Agree, 4:Agree, 3: Neutral, 2: Disagree, 1: Strongly Disagree)
Bathing Soap
Sr. No
Reasons
5 4 3 2 1
1 Bad odour of body is arrested
2 It kills germs and keeps the
body clean and neat
3 It prevents skin diseases and
other unhealthy conditions
4 It helps to maintain smoothness of the skin
5 It helps to keep the skin moisturized
6 It helps to keep my freshness always
due to lingering fragrance
7 The soap cake lasts beyond expectations
8 Packaging appeals to me as modern
300
Tooth Paste
Sr. No
Reasons
5 4 3 2 1
1 It arrests bad breath and gives freshness
2 It prevents tooth decay
3 It brightens the teeth
4 It strengthens gums
5 It kills bacteria
6 It removes food particles which stick in the teeth
7 It gives good taste.
Washing Powder
Sr. No
Reasons
5 4 3 2 1
1 It gives new look and fragrance to the clothes
2 It removes the dirt very easily
3 It removes the stains
4 It protects the colours
5 It reduces water consumption
6 It helps easy wash
7 It lathers well while cleaning
8 It does not spoil fabrics
301
Biscuits
Sr. No
Reasons
5 4 3 2 1
1 It gives nutritional value
2 It is very tasty
3 The look and shape are good
4 It is very crispy
5 It provides refreshment
6 It reduces hunger
7 The size is mouth filling
Soft Drinks
Sr. No
Reasons
5 4 3 2 1
1 It energises me
2 It gives good taste
3 Different flavors are available to choose from
4 It reduces thirst better than water
5 It provides refreshment
6 It is available in different sizes
7 It is my leisure companion.
8 It is for the youth
9 Family pack size is useful at home for guests
302
III. Brand Awareness
16. Determinants regarding the FMCG brands you use
(5:Strongly Agree, 4:Agree, 3: Neutral, 2: Disagree, 1: Strongly Disagree)
Sr. No Statement 5 4 3 2 1
1 I am particular about the name of

the brands of FMCG used by me
2 I have thorough knowledge
of the competing brands
3 My FMCG brands prices are
known to me whenever I buy
4 I remember the print ads of my FMCG
5 I come to know about new
FMCG Brand only from TV ad
6 From looking at the package
I pick up my FMCG brands
7 For strong recognition good exposure to
the brand is important at the retail level
8 I am very much aware about the gifts and sales
offers of the FMCG brands whenever I buy
9 My FMCG Brand is always the first in
the consideration set of mind whenever
I intend to buy that particular product category
10 By looking at the logo I can recognize my brand
11 Due to my prior knowledge about FMCG
I am able to differentiate between my
brands and other brands
12 From TV ads I can understand the difference
between one brand to other in terms of benefit
303
IV. Perceived Quality
17. Determinants regarding the FMCG brands you use
(5: Strongly Agree, 4: Agree, 3: Neutral, 2: Disagree, 1: Strongly Disagree)
1 The consistent performance
of the brand satisfies me
2 The brand is long lasting
3 I have not experienced any side effects till date
4 What I pay for my brand is really worth
5 No defects are ever noticed by me
from my brands while purchasing it.
6 The variants of my brands are appreciable
7 The features of the brands are good
8 The packaging and Brand appearance
assure good performance
9 The brands I use have been consistently
delivering its promise for several years
304
V. Brand Association
18. Determinants regarding the FMCG brands you use.
1 The look of the brands I use relevant to
me and very contemporary
2 FMCG brands that I use make me
feel different from others
3 The information provided on the package of
FMCG that I use is very consistent and relevant
4 My FMCG brand is associated
with my personal comfort and usage style
5 The usage of my FMCG
brand gives me confidence
6 The usage of my FMCG
brand gives me social approval
7 The FMCG Brands that I use are trustworthy.
8 I am always in favour of
buying the popular brand
305
VI. Attributes of the Brand
19. Determinants regarding the FMCG brands you use. Please (tick) mark the suitable
scale
Bathing Soap
1 Antibacterial ingredients is very much
useful for health and hygiene
2 New fragrances of herbs have added new
dimensions to bathing soap
3 Shape of the soap provides
firm grip and increase its life
4 Various other ingredients are
available to fulfil my preferences
5 It makes me sure about looking neat and clean
Tooth Paste
1 Side effects are not there due to new formulae
2 New tastes and flavours attract me more
3 Introduction of calcium improved and
germy-check is very good for teeth
4 Introduction of gel type looks modern
and brightens teeth better
5 Ingredients make my gums stronger
306
Washing Powder
1 Introduction of blue energy
removes tough stains.
2 High lather formula helps to
reduction of water usage.
3 Advanced white formula helps for easy wash.
4 Fragrance keeps the cloth fresh.
5 Enzymes in different colors
enrich the look of the powder.
Biscuits
1 High fibre content helps for easy digestion.
2 Nutritional contents are very good for health.
3 It provides strength and energy.
4 It is a very good snack.
5 It is a good combination with tea.
Soft Drinks
1 High carbonated soft drink helps for easy digestion.
2 Low Calorie is good for health.
3 It provides me the required energy.
4 It is a very good thirst Quencher.
5 It is better than juice because of hygiene.
6 My flavour is available
307
VII. Pre Purchase Expectations from the Brands FMCG
scale
1 Availability is important for my purchase decision.

2 Price must be proportionate to the benefits.
3 Quantity must be reasonably good.
4 FMCG brands should be appealing and attractive.
5 Manufacturer's name and reputation
are very important to me.
6 It should contemporize itself
as the time progresses.
7 Selected brands of FMCG should
make me happy while using it.
8 I need innovation in every product
of selected brands.
9 The contents and ingredients are important
for me to buy the products of selected brands.
10 It must reflect the kind of person,
I want to be while using it.
11 I feel totally disappointed
when it is not available to me
12 Because of the unique features
I prefer these brands.
13 Whenever I see my brands
Ads I feel excited about it.
14 It is pure, original and flawless.
15 I always look for strong visual
exposure of the brands on the shelf
16 I try from other shops if my brands
are not available in my regular shop. .
17 I feel risky to switch over to other brands.
308
VIII. Post Purchase Behaviour of Selected Brands of FMCG
scale
1 I am satisfied with the use of my brand.

2 I want others to ask me the
name of the brand I use.
3 I like to recommend the
brands which I use to others.
4 I feel the brands which I use
are superior to other Brands.
5 I consider that users of my Brands
are making the right choice.
6 The brands of FMCG I
use are "Mind Blowing".
7 It reinforces my attachment with
the brand after every usage
8 Using my brands give me inspiration.
9 Frequent use of my brands
give me immense pleasure
10 I always feel self-assured when
I use my brands of FMCG
11 My trust on the selected brands
is reinforced after every usage.
12 The selected brands of each FMCG
are meant for person like me.
13 It is captivating and hence lingers on mind.
14 I consider the brand,
I use as my best companion.
15 I always feel relaxed
using my brand of FMCG
16 Using my brands makes me look smart & active
17 While using my brands,
I feel they enhance my look.
18 Using my brands give me empowerment.
309
310

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Brand Equity Its Impact On Decision Making

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Brand Equity& Its Impact on Decision Making : A Study w.r.

D. Y. Patil University, Navi Mumbai

In partial fulfilment of the requirements for the award of the Degree of

submitted for the Award of Master of Philosophy in Business Management at D. Y. Patil

University, Navi Mumbai, Department of Business Management; is my original work and

or any other similar titles.

detected later on.

Date: Rajam Ravi

Enrolment No: DYP-M.Phil. - 11009

D. Y. Patil University, Navi Mumbai, Department of Business Management, in partial

ship, fellowship or any other similar title of any University or Institution.

Place : Navi Mumbai

Prof. Dr. R Gopal Prof. Dr. Pradip Manjrekar

I am grateful to D. Y. Patil University, Navi Mumbai, Department of Business Management

for giving me an opportunity to pursue M. Phil. I am especially grateful to

Dean, Department of Business Management, D. Y. Patil University, Navi Mumbai. It would

his strong steady guidance and moral support.

and indirectly instrumental in the completion of my dissertation.

Date: Rajam Ravi

Enrolment No: DYP-M.Phil. - 11009

Objectives Of The Study 15

Types Of Research Design 15

Limitations Of The Study 16

CHAPTER 1 : INTRODUCTION TO BRAND & BRAND EQUITY 24

Fast Moving Consumer Goods 26

FMCG Market In India 27

Modern Indian Youth - An Overview 28

Some Preliminary Concerns 29

CHAPTER 2 : LITERATURE REVIEW 33

Brand Loyalty And Brand Equity 33

Brand Awareness And Brand Equity 36

Brand Knowledge And Brand Equity 38

Perceived Quality And Brand Equity 39

Brand Association And Brand Equity 42

Purchase Decision And Brand Equity 46

Post Purchase Behaviour And Brand Equity 49

Consumer And Customer 86

Visual / Verbal Perspective 87

Brand Image Perspective 87

Customer Based Brand Equity 91

Purchase Decision 105

Testing Of Hypothesis 115

Impact Of Brand Loyalty Among Demographic Variables 123

Brand Knowledge (Rational Motive Of Using The Brand) 141

Impact Of Emotion On Brand Loyalty: 149

Impact Of Other Stimulants On Brand Awareness 158

CHAPTER 6 : MAJOR FINDINGS AND CONCLUSION 265

Brand Awareness 268

Customer Expectation 272

Consumer Values 274

2. Pune Demographic Statistics 73

5. Age of Respondents 113

8. Qualification of Respondents 114

11. Distribution of Response for Importance of FMCG 115

15. Results of the test for Category wise Loyalty 122

17. Switch over of Brands by Respondents 124

28. Factors for Changing Brands 132

29. Mean Rank of Important Factors for Change of Brand 132

30. Analysis of Factors for not changing the Brands 133

31. Factor Analysis for Respondents

Remained with the Brand 134

32. Important Factors for Retention of Respondents 135

33. Mean Rank of Important Factors