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Impact of Branding And Advertising Strategies on Consumer Buying Behavior in

FMCG Sector

KEY TERMS

Branding Advertising Pricing Quality FMCG Sector

Consumer Behavior

INTRODUCTION• FMCG Sector plays a major contributor in an economy.

• A careful study of consumer behavior provides the advertiser with deeper insight of his target segments, which in turn proves to be very valuable in strategic advertising decisions, especially in defining the target markets and creating the advertising appeal and message.

• A branding strategy helps a product or service to get established in the market.

LITERATURE REVIEW• Dinu (2012) showed” that advertising on the behavior of buying and consume plays

an important role in selling products. Also most of consumers are interested in brand products. It is found that temporary price discounts occupy an important place in buying decision”.

• Rafique Yasir (2012) concluded “consumer behavior will attract to those products which are easily available and has more quality rather than quality.”

• KashifIqbal Hafiz (2013) concluded “people are so important, a brand image and advertisement is to boost up conscious about the purchase decisions regarding any business. Brand image has significant positive image and advertisement playing a crucial role to change influence and relationship with Consumer buying the people’s buying behavior.

• Ehsan Malik Muhammad (2013) identified “that advertising is an effective tool to attract people and to divert their attitude toward product.

• Kapoor Mansi (2014) suggested “that Television Advertisement play an important role as far as the decision to choose a brand and forming an opinion about its image is concerned as Television is the most easily available and understandable electronic media as far as the different parts of the country is concerned.”

• Dr. R. Sivanesan (2014) showed “that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior. People perceive the brand image with positive attitude”.

OBJECTIVES• To analyze how branding strategies

influence the buying behavior of consumer in FMCG industry.

• To analyze the impact of advertisement strategies on consumer buying behavior.

• To study the relationship between pricing and quality factor with consumer buying behavior.

Presented by :

Neha Gupta (077)

Kirti Makhija(081)

Silky Yadav (089)

Shubham Thakur (092)