RESEARCH PROJECT

AFFECT OF BRANDING ON
CONSUMER PURCHASE
DECISION
A Study in Relation to FMCG Industry
 CERTIFICATE
This is to certify that the short-term research project titled “Affect of branding on consumer
purchase decision in FMCG Industry” is an academic work done by Pooja Rawat (19DM133),
submitted in the partial fulfilment of the requirement for the award of the degree of Post-
Graduate Diploma in Management at Birla Institute of Technology under my guidance and
direction.

To best of my knowledge and belief, the data and information presented by her in the project
is correct.

Signature:
Name of the Faculty: Prof. Chanchal Kushwaha

Designation: Assistant Professor

Contents

1.Executive summary--------1
2.Introduction-----------------2
3.Impact of automation------2
4.Adapting to the change----8
5.Key Findings & recommendations--------9
6.Conclusion-------------------9
7.Bibliography-----------------10
Executive Summary
Fast Moving Consumer Goods (FMCG) are also known as Consumer-Packaged Goods. This
category includes the consumables which is purchased often for e.g. Personal care products
like soaps, detergents, shampoo, conditioners, cosmetics, toothpastes.

In the FMCG industry, marketing plays a very important role, it not only increases the brand
awareness but also increases the market reach for the product, they keep check on the
competitors move and make their strategies different to get an edge. Branding effects the
consumer buying behavior on a large scale. Thus, the brand game of the marketing team has to
be strong and for this they need to have a strong consumer base to target and retain.

The main aim of the research report is to ascertain the impact of branding on the consumer
buying behavior. During the research it was found out that consumers always try to associate
the product with the brand, specially in case of the FMCG industry consumers try not to
compromise on the brand and the sales of the products having strong brand image and
awareness tends to be more selling. Brand is the price which consumers are willing to pay for
and this buying behavior is very prominent in the FMCG industry but this trend is not seen in
the high age group people, they tend to follow the local products and brand image in not a
concern for them.

This research was conducted over secondary data and over survey questionnaire asked to 45
people, this population size was used to predict the consumer buying behavior affected by the
brand and brand image.
1.Introduction
Consumer is the one who consumes the products and so it becomes inevitable to meet their
demands and satisfy their needs regarding the product they seek. Branding makes a value
proposition in the minds of the consumers very strong and thus its important to focus on the
branding of the product as well as analyze the feedback from the customers regarding the
usage of products.

Marketers use this information and brand information and image to gain the edge over their
competitors and have competitive advantage.

Here all the study is in respect to the FMCG industry, that how the brand affects the
consumer buying behavior and how consumers buying decision is solely dependent on the
brand image and how non branded local products don’t get entertained by the consumers.

2. Objectives of the study

1.To understand the concepts of branding.

2.To understand the factors affecting consumer behavior.
3.To understand the affect of branding on consumer buying behavior in the FMCG
industry

3.Research Methodology
1.Consumer Survey behavior using through questionnaire.
2.Sample Size: 40 people
Conclusion
BIBLIOGRAPHY
• https://www.ingentaconnect.com/content/westburn/jcb/2005/00000004/00000
002/art00006
• http://www.iosrjournals.org/iosr-jbm/papers/Vol19-issue11/Version-
3/H1911035459.pdf
• https://www.omicsonline.org/open-access/a-study-on-consumer-behavior-
towards-fmcg-products-among-the-rural-suburban-hhs-of-ernakulam-2375-
4389.1000127.php?aid=35824
• http://www.raijmr.com/ijrhs/wp-
content/uploads/2017/11/IJRHS_2015_vol03_issue_02_07.pdf
• https://www.academia.edu/31844025/CONSUMER_BEHAVIOUR_IMPACT
_OF_BRANDING_ON_CONSUMER_BUYING_BEHAVIOUR_IN_PARTIAL_FU
LFILLMENT_OF_THE_AWARD_FOR_THE_DEGREE_OF_MASTER_OF_BUSI
NESS_ADMINISTRATION_UNDER_THE_GUIDANCE_OF_Faculty_Guide