TRANS Asian Journal of Marketing & Management Research (TAJMMR)
Year : 2018, Volume : 7, Issue : 1
First page : ( 200) Last page : ( 210)
Online ISSN : 2279-0667.

Brand positioning and customers attitude towards brand preference of fast moving consumer goods (GFMCG)

Dr. Deivanai P.*

*Assistant professor in Commerce, Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, India. Email id: deivanai.phd@gmail.com

Online published on 9 February, 2018.

Abstract

In recent years, the lifestyle of a large number of rural consumers in India has changed dramatically and the process of change is on. The buying behavior of the rural consumers is influenced by several factors to purchase of FMCG. The FMCG industry primarily, it engages in the production, distribution and marketing operation of consumer packaged goods. The research was conducted from March 2017 to June 2017. The main purpose of the study to understand the brand preference of consumers towards Fast Moving Consumer goods in rural markets. This paper analysis on brand awareness in rural areas of fast moving consumer goods in Coimbatore rural areas is taken up for this study. The main objectives of the study are i). to study the brand preference of FMCG in rural markets ii) to find out the supportive factors influence to purchase of FMCG. The study has been made by conducting a survey in Madurai rural areas. This study consist 150 samples. The method of sampling, adapted to analysis for this research is convenience sampling method. This study analysis and interpretation was made on the basis of percentage. Some of the questions was scored on Likerts five point scale and calculate the Chi-square; Garrett Ranking methods and KW test were used for this research.

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Keywords

Consumer, Household, Packaged, Variables, Sectors.

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