Role Of Branding On Consumer Buying Behaviour For Fmcg Products In Kolkata Area

Abstract

The study was conducted to understand the business drivers of branding strategy and its impact on the buying behaviour of the consumer. The major objective of this study is to understand the influence of the branding strategy of an FMCG company on the product market as well as the dynamics of the market. In the competitive Indian market brands are trying different approaches to explore new ways to reach the target segment, one of them being precision marketing of a brand which targets a specific demography. Branding portrays a major role in efficiently communicating the message of the organization thereby signalling the aesthetics of the product. A brand is the coalition of the actual product and the image that goes with the brand.

It has been observed that the quality and quantity for Nestle are more positively correlated as compared to the other brands. The quality and brand loyalty for Patanjali products are more positively correlated as compared to the other brands. And for the rest of the variables we see a low positive correlation in all the brands