Primary Objectives

The main objective of research is to analysis how the brand effects the customer purchasing decision in FMCG goods
Secondary Objectives

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

What is a BRAND? Brand recognition and other reactions are created by the use of the product or service andthrough the influence of advertising, design, and media commentary. A brand is a symbolicembodiment of all the information connected to the product and serves to create associations andexpectations 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

. FMCG companies are Nestle, Unilever, Proctor & Gamble. Their products are in varieties of soft drinks, chocolate bars etc. Few FMCG brands are Coca-Cola, Kleenex, Pepsi etc. FMCG industry is Innovative Full of Rich Experience Worldwide reach Frequently travelling opportunities

What is FMCG ? Also known as Consumer Packaged Goods (CPG) Products with quick turnover &relatively low cost Less thinking by consumers Absolute profit made on FMCG products is relatively small but they sell in large quantity & earn large profits. Durable Products; E.g. Soaps, Cosmetics, teeth cleaning products, shaving products etc. Non-Durable Products; E.g. Glassware's, bulbs, batteries, plastic goods etc. brand An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.

The objectives that a good brand will achieve include: * Delivers the message clearly * Confirms your credibility * Connects your target prospects emotionally * Motivates the buyer * Concretes User Loyalty

To a consumer, brand means and signifies: * Source of product * Delegating responsibility to the manufacturer of product * Lower risk * Less search cost * Quality symbol * Deal or pact with the product manufacturer * Symbolic device

To a seller, brand means and signifies: * Basis of competitive advantage * Way of bestowing products with unique associations * Way of identification to easy handling * Way of legal protection of products’ unique traits/features * Sign of quality to satisfied customer * Means of financial returns

Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.