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 : meenakshiraj29@rediffmail.com,dranupamddun@gmail.com

Meenakshi Sharma et al / VSRD International Journal of Business & Management Research Vol. 2 (8), 2012

sachets made rural people who are traditionally not accustomed for bulk purchase, to buy branded FMCG products like Rs1/- shampoo, nut powders, oils, detergents, cleaning powders & liquids, tooth pastes, etc. in rural shops. This changed the pattern of buying from traditional products to branded products. 'The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy. This sector touches every aspect of human life. The FMCG producers have realized that there is ample opportunity for them to enter into the rural market. Today we notice this shift towards branded FMCGs in rural areas as a result of Socio Economic & Political changes in the last 5 years. This has made rural areas more viable markets even compared to urban areas. The Socio Economic and Political changes contributed to a great extent for changes in the life styles of countryside people who patronized branded FMCG products. The Government policies to promote education in rural areas enhanced their brand awareness due to the presence of at least one higher education pursuing student in their family or neighbouring family. The different Government policies are also being helpful for rural people contributed in enhancing people's income followed by a change in their lifestyles resulted in patronizing the branded products. According to the National Council of Applied Economic Research (NCAER) about 70 per cent of Indian population living in villages, India has perhaps the largest potential rural market in the world. It has as many as 47,000 haats (congregation markets), compared to 35,000 supermarkets in the US. And of the total FMCGs demand in India, nearly 53 per cent comes from the rural market. At present Indian FMCG sector is worth Rs. 1300 billion and expected to be around a whopping value of Rs. 4000 to Rs. 6000 billion by 2020. Henceforth FMCG and...
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