~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 oI the product or service and
through the inIluence oI advertising, design, and media commentary. A brand is a symbolic
embodiment oI all the inIormation connected to the product and serves to create associations and
expectations around it. A brand oIten includes a logo, Ionts, 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 oI consumers. A brand is thereIore one
oI the most valuable elements in an advertising theme. The art oI 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 oI positive sentiment in the marketplace, it is said to have achieved brand Iranchise. One
goal in brand recognition is the identiIication oI a brand without the name oI the company
present. For example, Disney has been successIul at branding with their particular script Iont
(originally created Ior Walt Disney's "signature" logo) which it used in the logo Ior go.com.
"DNA" reIers to the unique attributes, essence, purpose, or proIile oI a brand and, thereIore, a
company. The term is borrowed Irom the biological DNA, the molecular "blueprint" or genetic
proIile oI an organism which determines its unique characteristics.
Brand equity measures the total value oI the brand to the brand owner, and reIlects the extent oI
brand Iranchise. The term brand name is oIten used interchangeably with "brand", although it is
more correctly used to speciIically denote written or spoken linguistic elements oI a brand. In
this context a "brand name" constitutes a type oI trademark, iI the brand name exclusively
identiIies the brand owner as the commercial source oI 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 oI customers/potential customers but all stakeholders; and that
businesses are essentially more about creating value through creating meaningIul experiences
than generating proIit. Economic value comes Irom businesses` transactions between people
whether they be customers, employees, suppliers or other stakeholders. For such value to be
created people Iirst 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
deIined as "The energy that Ilows throughout the system that links businesses and all their
stakeholders and which is maniIested in the way these stakeholders think, Ieel and behave
towards the business and its products or services." Attitude branding is the choice to represent a
Ieeling, which is not necessarily connected with the product or consumption oI the product at all.
Marketing labeled as attitude branding includes that oI Nike, Starbucks, The Body Shop,
SaIeway, and Apple Inc.
"A great brand raises the bar -- it adds a greater sense oI purpose to the experience, whether it's
the challenge to do your best in sports and Iitness, or the aIIirmation that the cup oI coIIee you're
drinking really matters." - Howard Schultz (CEO, Starbucks Corp.)
The act oI associating a product or service with a brand has become part oI pop culture. Most
products have some kind oI brand identity, Irom common table salt to designer clothes. In non-
commercial contexts, the marketing oI entities which supply ideas or promises rather than
product and services (e.g. political parties or religious organizations) may also be known as
"branding".

OB1ECTIVE OF PRO1ECT WORK
Main Objective:-
The main objective oI research is to analysis how the brand eIIects the customer purchasing
decision in FMCG goods and durable goods
Sub Objective:-
The sub objective oI research is to understand the choice oI the customer is branded or non-
branded goods.

1USTIFICATION FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL
Branding can be viewed as a tool to position a product or a service with a consistent
image oI quality and value Ior money to ensure the development oI a recurring
preIerence by the customer. It is common knowledge that the consumer`s choice is
inIluenced by many surrogates oI which the simplest one is a brand name. Although
there may be equally satisIying products, the consumer when satisIied with some
brand does not want to spend additional eIIort 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 oI money and time on the branding and thus it needs a careIul
evaluation on the eIIect oI branding on consumer buying behavior.

"UESTIONNAIRE
1. Are you a brand loyal customer?
Yes No
2. Which attributes did attract you to purchase branded products? Rank these
attributes in order oI their importance to you.
Brand Name Transparent
Price Cleanliness
Easy Availability Others
3. What was the reason Ior the delay between the purchase decision and the actual
purchase?
Financial constraints
Waiting Ior more innovative product
Waiting Ior market response
4. What inIluenced you to buy the above stated brand(s) ?
Advertising Shop Display
Word oI mouth Family/Friend/Relatives
Attractive packaging Any Other
Dealer
5. InIluence oI Brand name on purchasing decision
Agree Disagree
Strongly Agree Strongly disagree
6. InIluence oI Quality on Purchase Decision
Agree Disagree
Strongly Agree Strongly disagree
7. InIluence oI Price on Purchase Decision
Agree Disagree
Strongly Agree Strongly disagree
8. InIluence oI Product Ieatures on Purchase Decision
Agree Disagree
Strongly Agree Strongly disagree
9. InIluence oI Family members on Purchase Decision
Agree Disagree
Strongly Agree Strongly disagree
10.InIluence oI Peer group on Purchase Decision
Agree Disagree
Strongly Agree Strongly disagree
11. InIluence oI Advertisement on Purchase Decision
Agree Disagree
Strongly Agree Strongly disagree
12. Will you like to switch your brand preIerence iI you get some promotional scheme with
another brand?
Yes No
13. Do you think branded products are better than unbranded products?
Yes No

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