Brand Awareness
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VSRD-IJBMR, Vol. 2 (8), 2012, 434-443
RESEARCH ARTICLE RESEARCH ARTICLE
Brand Awareness and Customer Preferences for FMCG Products in Rural Market : An Empirical Study on the Rural Market of Garhwal Region
1
Anupam Jain and 2Meenakshi Sharma*
ABSTRACT
The purpose of this study is to examine the brand awareness in rural area and to study the interest of consumers in branded products of Fast Moving Consumer Goods (FMCG). The brand awareness is showing increasing tendency everywhere and Garhwal Region of Uttarakhand State is not an exception to it. To examine the validity of this general statement that is being discussed day in and day out by the researcher, market managers, producers, consumers, advertisers, etc., Research Paper on brand awareness in rural area of Fast Moving Consumer Goods in Garhwal Region of Uttarakhand is taken up. Keywords : Brand Awareness, Rural Area, Consumer Goods.
1. INTRODUCTION 1.1. Fast Moving Consumer Goods (FMCG)
Fast Moving Consumer Goods (FMCG) satisfies the elemental and day-to-day household needs other than grocery, ranging from packaged foodstuff, dairy products, cooking oil, bread, butter, cereals, beverages like tea & coffee, pharmaceuticals, confectionery, biscuits, glassware, stationary items, watches, toiletries, detergents, shampoos, skin care products, cosmetics, toothpaste, dish washing liquid, shaving cream, razor, batteries, shoe polish, energy drinks, soft drinks, clothing, furniture and household accessories to electronic goods like cell phones, laptops, computers, digital cameras etc. that are usually categorized as Fast Moving Consumer Electronics or FMCEs. A major portion of the monthly budget of each household is spent on FMCG products. The introduction of
____________________________ 1,2
Assistant Professor, Department of Management Studies, Dehradun Institute of Technology, Dehradun, Uttrakhand, INDIA. *Correspondence :
VSRD-IJBMR, Vol. 2 (8), 2012, 434-443
RESEARCH ARTICLE RESEARCH ARTICLE
Brand Awareness and Customer Preferences for FMCG Products in Rural Market : An Empirical Study on the Rural Market of Garhwal Region
1
Anupam Jain and 2Meenakshi Sharma*
ABSTRACT
The purpose of this study is to examine the brand awareness in rural area and to study the interest of consumers in branded products of Fast Moving Consumer Goods (FMCG). The brand awareness is showing increasing tendency everywhere and Garhwal Region of Uttarakhand State is not an exception to it. To examine the validity of this general statement that is being discussed day in and day out by the researcher, market managers, producers, consumers, advertisers, etc., Research Paper on brand awareness in rural area of Fast Moving Consumer Goods in Garhwal Region of Uttarakhand is taken up. Keywords : Brand Awareness, Rural Area, Consumer Goods.
1. INTRODUCTION 1.1. Fast Moving Consumer Goods (FMCG)
Fast Moving Consumer Goods (FMCG) satisfies the elemental and day-to-day household needs other than grocery, ranging from packaged foodstuff, dairy products, cooking oil, bread, butter, cereals, beverages like tea & coffee, pharmaceuticals, confectionery, biscuits, glassware, stationary items, watches, toiletries, detergents, shampoos, skin care products, cosmetics, toothpaste, dish washing liquid, shaving cream, razor, batteries, shoe polish, energy drinks, soft drinks, clothing, furniture and household accessories to electronic goods like cell phones, laptops, computers, digital cameras etc. that are usually categorized as Fast Moving Consumer Electronics or FMCEs. A major portion of the monthly budget of each household is spent on FMCG products. The introduction of
____________________________ 1,2
Assistant Professor, Department of Management Studies, Dehradun Institute of Technology, Dehradun, Uttrakhand, INDIA. *Correspondence :