Authors:
P.S. Venkateswaran, Patrik Viktor

Addresses:
1Department of Management, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu, India. 2Department of Management and Quantitative Methods, Óbuda University, Budapest, Hungary. venkatespsna07@psnacet.edu.in1, viktor.patrik@uni-obuda.hu2,

Abstract:

This study examines the idea of brand equity in the context of Fast-Moving Consumer Goods (FMCG), with a particular emphasis on the Indian city of Madurai as its primary research location. Brands that sell fast-moving consumer goods have a significant impact on the preferences and decisions of customers. The purpose of this study is to evaluate the brand equity of fast-moving consumer goods (FMCG) products in Madurai and to comprehend the aspects that contribute to brand strength. The methodology for the research makes use of both qualitative and quantitative methodologies in equal measure. Primary data are obtained through surveys and interviews with customers in Madurai, with the primary focus being on the customers' attitudes, preferences, and purchasing behaviours in relation to FMCG brands. Convenience sampling was used to collect a sample size of 322, and SPSS26 was utilised to conduct the statistical analysis of the collected data. According to the findings, the impact of brand equity in generating consumer preferences and equity towards FMCG brands in Madurai can be shown. It has been determined that major components of brand equity include things like brand awareness, brand association, and perceived quality, among other things.

Keywords: Brand Awareness; Brand Association; Perceived Quality; Brand Equity; Fast-Moving Consumer Goods; Purchase Intention; Communications; Low Pricing Strategy; Quality of Service; Business-To-Consumer.

Received on: 05/11/2022, Revised on: 21/12/2022, Accepted on: 10/02/2023, Published on: 12/03/2023

FMDB Transactions on Sustainable Technoprise Letters, 2023 Vol. 1 No. 1, Pages: 13-27

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