“AFFECT OF BRANDING ON

CONSUMER PURCHASE DECISION IN

FMCG GOODS AND DURABLE GOODS”
INTRODUCTION

What is a BRAND?

Brand recognition and other reactions are created by the use of the product or service and
through the influence of advertising, design, and media commentary. A brand is a symbolic
embodiment of all the information connected to the product and serves to create associations
and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and
sound, which may be developed to represent implicit values, ideas, and even personality.

Concepts

Marketers engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand image may be
developed by attributing a "personality" to or associating an "image" with a product or
service, whereby the personality or image is "branded" into the consciousness of consumers.
A brand is therefore one of the most valuable elements in an advertising theme. The art of
creating and maintaining a brand is called brand management. A brand which is widely
known in the marketplace acquires brand recognition. When brand recognition builds up to a
point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said
to have achieved brand franchise. One goal in brand recognition is the identification of a
brand without the name of the company present. For example, Disney has been successful at
branding with their particular script font (originally created for Walt Disney's "signature"
logo) which it used in the logo for go.com. "DNA" refers to the unique attributes, essence,
purpose, or profile of a brand and, therefore, a company. The term is borrowed from the
biological DNA, the molecular "blueprint" or genetic profile of an organism which
determines its unique characteristics.
Brand equity measures the total value of the brand to the brand owner, and reflects the extent
of brand franchise. The term brand name is often used interchangeably with "brand",
although it is more correctly used to specifically denote written or spoken linguistic elements
of a brand. In this context a "brand name" constitutes a type of trademark, if the brand name
exclusively identifies the brand owner as the commercial source of products or services. A
brand owner may seek to protect proprietary rights in relation to a brand name through
trademark registration.

Brand energy is a concept that links together the ideas that the brand is experiential; that it is
not just about the experiences of customers/potential customers but all stakeholders; and that
businesses are essentially more about creating value through creating meaningful experiences
than generating profit. Economic value comes from businesses’ transactions between people
whether they be customers, employees, suppliers or other stakeholders. For such value to be
created people first have to have positive associations with the business and/or its products
and services and be energised to behave positively towards them – hence brand energy. It has
been defined as "The energy that flows throughout the system that links businesses and all
their stakeholders and which is manifested in the way these stakeholders think, feel and
behave towards the business and its products or services." Attitude branding is the choice to
represent a feeling, which is not necessarily connected with the product or consumption of
the product at all. Marketing labeled as attitude branding includes that of Nike, Starbucks,
The Body Shop, Safeway, and Apple Inc.

"A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether
it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee
you're drinking really matters." - Howard Schultz (CEO, Starbucks Corp.)

The act of associating a product or service with a brand has become part of pop culture. Most
products have some kind of brand identity, from common table salt to designer clothes. In
non-commercial contexts, the marketing of entities which supply ideas or promises rather
than product and services (e.g. political parties or religious organizations) may also be known
as "branding".

OBJECTIVE OF PROJECT WORK

Main Objective:-

The main objective of research is to analysis how the brand effects the customer purchasing

decision in FMCG goods and durable goods

Sub Objective:-

The sub objective of research is to understand the choice of the customer is branded or non-

branded goods.

JUSTIFICATION FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL 

Branding can be viewed as a tool to position a product or a service with a

consistent image of quality and value for money to ensure the development of a

recurring preference by the customer. It is common knowledge that the consumer’s

choice is influenced by many surrogates of which the simplest one is a brand name.

Although there may be equally satisfying products, the consumer when satisfied

with some brand does not want to spend additional effort to evaluate the other

alternative choices. Once he or she has liked a particular brand, he or she tends to

stay with it, unless there is a steep rise in the price or a discernible better quality

product comes to his/her knowledge, which prompts the consumer to switch the

brand.

Companies spend a lot of money and time on the branding and thus it needs a

careful evaluation on the effect of branding on consumer buying behavior.

 
 QUESTIONNAIRE

     1. Are you a brand loyal customer?

            Yes                    No

2. Which attributes did attract you to purchase branded products?  Rank these
attributes in order of their importance to you.

        Brand Name                   Transparent   

        Price                             Cleanliness

        Easy Availability              Others

3. What was the reason for the delay between the purchase decision and the
actual purchase?

        Financial constraints

        Waiting for more innovative product

        Waiting for market response

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

        Advertising                           Shop Display

         Word of mouth                    Family/Friend/Relatives

        Attractive packaging              Any Other

        Dealer

5. Influence of Brand name on purchasing decision

        Agree                                   Disagree

        Strongly Agree                     Strongly disagree

     6.  Influence of Quality on Purchase Decision

        Agree                                   Disagree

        Strongly Agree                     Strongly disagree

 7.  Influence of Price on Purchase Decision

   Agree                                        Disagree

    Strongly Agree                           Strongly disagree

8. Influence of Product features on Purchase Decision

        Agree                                   Disagree

        Strongly  Agree                     Strongly disagree

9. Influence of Family members on Purchase Decision

        Agree                                   Disagree

        Strongly  Agree                     Strongly disagree

10.Influence of Peer group on Purchase Decision

        Agree                                    Disagree

        Strongly  Agree                     Strongly disagree

11.  Influence of Advertisement on Purchase Decision      

              Agree                              Disagree

        Strongly  Agree                     Strongly disagree

12. Will you like to switch your brand preference if you get some promotional scheme
with another brand?

       Yes                    No

13.  Do you think branded products are better than unbranded products?

       Yes                    No

NAME OF THE RESPONDENT:

ADDRESS:

EDUCATIONAL QUALITICATION:
 OCCUPATION:

AGE:

MONTHLY INCOME:

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