PROJECT REPORT

ON

BRANDING EFFECT ON CONSUMER BUYING

BEHAVIOUR IN FMCG SECTOR
For

THE PARTIAL FULFILMENT OF THE AWARD OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION FROM GGSIPUNIVERSITY,
NEW DELHI

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY

GREATER NOIDA, UP - 201310

BATCH: 2023-26

SUBMITTED BY: - SUBMITTED

SUBMITTED
SUBMITTED TO:
TO:- -
TO:-
Nishant Kumar Dr. Pallavi
DR. Pallavi

Dr. Pallavi
 SUPERVISOR CERTIFICATE – FACULTY MENTOR

This is to certify that Mr. Nishan kumar a student of Bachelor of Business Administration
2022- 25, Army institute of Management and Technology, Greater Noida has successfully
completed his project under my supervision.

During this period, he worked on the project titled ― BRANDING EFFECT ON CONSUMER
BUYING BEHAVIOUR IN FMCG SECTOR ‖ in partial fulfilment for the award of degree of
Bachelor of Business Administration from GGSIP University, Delhi.

To the best of my knowledge the project work done by the candidate has not been submitted
to any university for the award of any degree. His performance and conduct have been good

Date: Faculty mentor

(Signature)

i
 CERTIFICATE OF ORIGINALITY

I hereby declare that the work, which is being presented in this project entitled BRANDING EFFECT
ON CONSUMER BUYING BEHAVIOUR IN FMCG SECTOR, is an authentic record of my own
work carried out by me under the supervision and guidance of Dr. Pallavi project guide, Army Institute
of Management and Technology, Greater Noida. This project was undertaken as a part of the minor
project report as per the curriculum of GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,
DELHI for the partial fulfillment of BBA from ARMY INSTITUTE OF MANAGEMENT AND
TECHNOLOGY and have not submitted the matter embodied here in this project for the award of any
other Degree/Diploma.

Student Name: - Nishant kumar

Enrollment No.: -

ii
 ACKNOWLEDGEMENT

I wish to show my sincere gratitude to all those who made this study possible. First of all, I am
thankful to the helpful staff and the faculty of Army Institute of Management and Technology
Greater Noida. One of the most important tasks in every good study is its critical evaluation and
feedback which was performed by my faculty guide Dr. Pallavi

I am very thankful to my faculty for investing his precious time to discuss and criticize this study
and explained the meaning of different concepts and how to think when it comes to problem
discussions and theoretical discussions. My sincere thanks go to my Institute, friends and family,
who supported and encouraged me.

Student Name:

Mr. Nishant Kumar

AIMT Greater Noida

iii
 EXECUTIVE SUMMARY

This project explores the role of branding in shaping consumer buying behaviour within the Fast-
Moving Consumer Goods (FMCG) sector. With the FMCG market becoming increasingly
competitive, brands play a crucial role in influencing consumer choices. The study focuses on key
branding elements such as brand awareness, brand loyalty, brand perception, and brand trust, and
how these factors drive purchasing decisions. Data was collected through surveys and secondary
sources to understand consumer preferences and the psychological impact of branding on their
buying patterns.The findings indicate that consumers are more likely to choose and remain loyal
to brands they recognize, trust, and associate with quality and reliability. Strong branding not only
enhances product visibility but also builds emotional connections with consumers, encouraging
repeat purchases. The research highlights the importance of consistent and impactful branding
strategies, especially in targeting specific demographics. The project concludes with practical
recommendations for FMCG companies to strengthen their branding efforts to increase consumer
engagement, build loyalty, and sustain a competitive edge in the market.

iv
 TABLE OF CONTENTS
Page No.

Supervisor Certificate –Faculty mentor …………………………………………………….(i))

Certificate of Originality ……………………………………………………………………(ii)

Acknowledgement ………………………………………………………………………….(iii)
Executive Summary ………………………………………………………………………. (iv)

Sr. No. Name Page No.

1. Introduction 1-7

2. Literature Review 8-15

3. Objective 16-17

4. Research Methodology 18-19

5. Data Analysis 20-24

6. Finding And Observation 25-26

7. Conclusions Ands Recommendation 27-28

8. References 29-30

9. 31-34
ANNEXURE

Plagiarism Report 35

v
 CHAPTER 1
INTRODUCTION

v
 INTRODUCTION

Customers, owners as well as investors are able to identify a brand because it sets a merchant’s labour and
goods apart from those of other dealers. Normal and confidential marks can be used in the brand name.
Historians agree that marking practices started around 2700 BC. All began with the fact, that within last few
weeks the skins of some ancient Egyptian creatures glowed with clearly seen imperfections. On this account
, the first actually devoured mark gain.

Even if one of the cows disappears, all other individuals who will see the picture will be able to recognize
the owner. Since the phrase is used as the strength in defining the product or company, the current brand is
associated with equity, and it can be seen and recognised by the consumers. It involves the voice and pitch of
the organization. Gradually, object-marking exercises have moved to oil, wine, fish sauce, cosmetic care
products, and other bundles and objects that could be purchased in the 21st century (Lady Gaga, Katy Perry,
and so on).

This made one of the most established ways of this training to be by the use of marking and shading of cows
at the swap meet. Today, brand management involves departments of managers of advertising and
correspondence and devices aimed at making a business venture or product unique in the eyes of the customer,
different from other rivals. Yes, I did. Hence a brand’s toolkit includes three major elements: brand persona,
fashion, product positioning , different forms of brands (brand managers), brand recognition, brand loyalty
and brand image (the logos, name etc). Such separation of items is one of the rarities because many business
entities admit the fact that it is very often impossible to differentiate between the types of products in the
twenty-first century.

2
In general usage, the term ‘Brand’ may refer to an organisation that is synonymous with that brand.
Among the car makers that can be associated with vehicle model are known as maker or brand of the
cars. Idea marks are those related to certain concepts being issues within a society like ecological
security and mindfulness of bosom illness not a product or service. institution.

As far as the etymology of the word “brand” is concerned, it responded to the origin of the modern
meaning of the English term, the “brand of fire” imprinted on the wood. The word is used in the
Middle English to refer to a friendship with a barman and is derived from Old English, wheat, Bierman
and Brennan. Thus, furniture and pottery, for instance, were stamped with light to guarantee their
removal to oblivion. Then the troublemaker got replaced by the brand iron. This word has been
included in the actual brand, that is currently tied to the concept of manufacturing. This connection
was made to help develop the current definition of the phrase 7 7 Customer conduct refers to the
customer attitudes, perceptions and behaviours in the course of searching for a product, buying it and
utilising it in the future. Purchaser behaviour entails how people make their purchases, what they
purchase, when they make their purchases, and why they make those purchases. We are also interested
in ascertaining the impact made by social groups such as the friends, bias groups, families, and the
general public to the buyers on a daily basis.

Factors Affecting Consumer Purchasing Behaviour

The buying behaviour of the shoppers is influenced by three broad factors namely

• Social elements

• Mental elements

• Individual variables.

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 SOCIAL FACTORS

Social variables refer to the influence exerted by other parties on a consumer's purchasing
behaviour. These social variables include social status, employment and families, subcultures and
cultures, and preferred social gatherings. Model: Taking into account a reference group can
influence the purchasing behaviour of customers. A reference group is a collection that identifies
a person and explains how that person picks up a lot of the traits. attitudes, or patterns of behaviour
among a group of people. Families, schools, colleges, workplace groups, club members, and locals
are examples of reference bunches. Reference groups are acceptable in

society, but they also represent socially unacceptable consumer behaviours and, shockingly,
genuinely awful ways of acting, as a key component in the socialisation and education of
consumers. It functions. It can impact the trigger sufficiently. When a first-year recruit, for
example, walks into a college, he meets people and organises a gathering.

In this meeting, there may be rules on clothing codes and cell phone usage. Members of the
group engage in specific or harmful behaviours, such as binge drinking and using dangerous or
addictive substances. Thus, affiliations with this particular liking group influence and modify
consumer behaviour.

4
 PSHYCHOLOGICAL FACTORS

The external factors in its breadth relate to other factors affecting a consumer’s purchasing behavior that are
not inherent to the particular consumer. Among these social factors, one is social status, employment, and
families, subcultures and culture, and preferred social events. Model: With regards to this, it is worth stating
that the existence of a reference group can act as a determinant for the buying behavior of customers. A
reference group means a group that refers to a persons and how this person acquires most of the traits, attitudes,
or patterned behaviours among a certain group of people. Some examples of reference groups include;
families, schools, colleges, groups in workplace, club members, and locals.

Reference groups are acceptable in to society, but they also stage unacceptable consumption practices and
diseases and absurd authentic manners of being in the world, as integral to the training of consumers. It
functions. It can bring about the trigger sufficiently. For instance, when a first-year recruit for example, joins
a college, he usually finds people and arranges a party. During this meeting, maybe, there are concerns
regarding dress code and usage of cell phones. People of the group do certain or negative actions including
excessive drinking and substances that are injurious or addictive. Therefore, affiliation attitude with this
particular consumer liking makes and unmakes the behaviour.

5
 SOCIAL BEHAVIOUR

The goal of customer behaviour is to study customer buying behaviour when customers utilise the product in
end-use applications. Buying behaviour is significantly influenced by social aspects that are associated with
the market. Everyone should have friends with whom we can sit and talk for hours on different topics in order
to get better ideas for implementation. The fact is people out there are part of public domain hence they ought
to respect the laws. The following is a list of social factors that influence the buying decisions of shoppers:

Social factors that impact shoppers' buying choices can be sorted as follows:

•Fondness bunch

•Family members

•Relationship

•Job in the public arena

•Status in the public arena

•Reference bunch

Each person has acquaintances with whom one is in contact with often and who occasionally lays influence.
A reference group comprises persons who make comparisons on relative basis. Every individual has in his
group of acquaintances those people to whom he tends to pay much attention, turning them into his gods.
Attendees in the fondness parties are the coworkers, representatives, families, neighbours, and friends.

In this case, there are two broad classifications of reference groups.

6
 Hence, the essential group defines a set of persons who work together systematically and harmoniously.
The primary gatherings are:

•Relatives

These affect customers’ buying decisions for the following reasons: Have consumed the item or
product from the brand in the past. You know what the item is in a given point of order. We have
general information on item characteristics and specifications.

The situation in the story is that Tim had to make a purchase of a computer. He visit a nearby shop and
purchased a Dell computer. Since most of his friends had Dell PC along with similar model they were
using, he also purchased one and he was much pleased with the model. Generally, when people are
surrounded by their friends, they will consider purchasing the products their friends suggest.

Married people are more reasonable, compared to single people, to purchase items that will be useful to
them and their families. It could be seen that the role of the family in determining the buying behaviour
of an individual, is huge.

This is due to the fact that customers with spouses and children will actually purchase items for
themselves then for their spouses or children. Husbands and wives will be in a position to spend
money on houses, cars, furniture, and other items of functionality. After that, life and
opportunities grow to the extent that there are no limitations to what can be achieved. When a
person gets into a marriage and has children, the family unit employs most of the purchasing
power.
Each of the buyers proceeds through the following stages to illustrate distinct purchasing .
needs at each stage
Single – Purchase of liquor, brew, bikes, cell phones (large expenditure).
It is associated with love birds who are likely to spend their money on new homes, vehicles, and
family item .
7
 CHAPTER 2
LITREATURE REVIEW

8
 LITERATURE REVIEW

Labelling and branding indeed predate publicity and advertising as concepts, as they are much
older than the history of commercialization of mass communication. To give an account as to how
branding came about, it is believed that branding stemmed from the act of putting a brand on
livestock to ensure that they do not get stolen. The picture of the marking iron is taken from a tomb
in Egypt, which dates back to around 2700BC. Later on the buyers heard that Mark could also
provide them with history and information regarding the ownership of the vehicles. This brand
was incorporated by ranchers and potters and could be used on earthenware and other pottery
products that the vendors sold.

The sort of marking or proto branding appeared all at once and without constraint over time and
space in Africa, Asia, and Europe depending on the environment. It became apparent in 221–206
BC that a seal was used as a semi-seal on the early Chinese items in the tradition of the Qin. Since
the civilization of Harappa (3100BC –1300BC) of Indus valley, it was an agrarian society and the
people mostly used to depend trade, seals have flourished.

The chamber seal is credited as having been developed some 3000 BC. In Mesopotamia, it is
easier to point items and property using ur. It was also normal in archaic Greek and Roman culture
to name the producer on the potter products. Other forms of stamps that were used in the ancient
Egypt include authenticating proof checks.

E has argued that the ‘buyer packaging components of safety, utility & correspondence are
essential’ when groups were regarding topics of transaction. From 1500/500 BCE, the amphorae
where used for trading complexities in Mediterranean region as presented by the numerous well-
shaped with Inscriptions on them which consumers could use to gather information on the type
and quality of the products. The prudent use of risky names began in the fourth century BCE. In
primarily pre-taught cultures, the kind of amphora and its design provided information on the
objects, the source, and—quite shockingly—the personality of the maker.

9
It has been argued that the concept of marking assumed importance with the fourth century BC
urban revolution in Mesopotamia and new large scale production of materials, drinks and
cosmetics. These primitive effective institutions of society earlier expected value to be
communicated to the customer and even placed conditions on the allowable value in goods. It
was initially started with the usage of the simple logos which can be elaborated as stone seals
and developed to the less version of an early logo referred as as earth seals.

Such archaic social relations required a clear indication of value to the customer and rationalised
certain kinds of value on artefacts. The art of making evolved from simple stone seals as people
moved to earth seal that had appealing images that were closely associated to the identity of the
maker, adding character into the product making process as seen in David Wen develops.

Some historians claim that such features as simple thumbprints and other rudimentary signs can
and should be considered as examples of protomers, while some other historians concur with
sentiments that such indications can be closely associated with the modern marks and labels.
Some may, but the use of such plain signs does not necessarily mean the use of highly
sophisticated branding tactics. There have been various indications towards previous exercises
in brands, packaging and labelling. That is why the ancient Greek and Roman pottery stamps
have been discovered through archaeological research. They served on storage jars, bricks,
coarse and fine earthen ware.Ceramic marks were first utilized by the ancient Greeks about the
6th century BC656 It will be inborn.

A 490 BC vase on which there are depicted images painted, 1000 BC is inscribed with the name
Sopher’s.painted me." This means that branding may be needed to nurture the common trade of
such a potting as the one used by a potter who crafted and painted the vase. For instance, a third-
century Garrick pot that is and the two latter are thereafter not always seen in close proximity as
the third-century Garrick pot is indicated.

associated with the name of and sited near a famous potter such as Cinnamons in Vichy , Tetturo
in Lezoux or Tatian’s in Lezoux, Has been removed from Hadrian’s wall and Essex in England
. Chichester and Colchester a city in Great Britain was using stamps on their pottery since the
first century AD.

10
Assigning a brand a human persona was also effective in addressing consumer concerns on
quality, if not completely.

The Quaker Oats company began to use an image of a Quaker one in a brand during the latter half
of the 1 870’s, and it was very effective. Another vital product that required to be “marked”: Coca
Cola, Aunt Jemima flapjack mix, Pear’s cleanser, Juicy Fruit chewing gum, and Campbell’s soup.
Some examples of the style include several products that belonged to that era (for instance, Uncle
Ben’s rice and Kellogg’s morning meal oats) .
As the 20th century entered the actual turn of the century, trade newspaper distributions, as well
as progressive offices, the professional publicity began to circulate books and leaflets asking all
writers to avoid stores and send their work directly to the buyers with well defined messages.

first business rationale for what experts later consider as modern stamping, and in the same token,
the most ancient steps in brand.
This tendency has been evaluated through concepts like brand equity and worth since the 80s.
Naomi Klein has referred to the trend: ‘brand value lunacy’.In fact, when Kraft was purchased
from 1988 for money beyond its stated value by Philip Morris, this was a good demonstration of
the trend.
Statistical surveys and persuasive analysis began to be used by publicists to gain information on
buyer buy experiences. In social human sciences and brain research, using information from
assessments, potent entryways for Chrysler and Exxon/Esso motivated some of the most insightful
missions of the century of the twentieth.

Brand boosters, who began to give names and products individual personalities, supported the
theory that customers try to find companies who have personalities similar to their own have
developed a method for evaluating the name design in broad range of product categories and the
diffusion of brand equity into a particular product category.

The Quaker Oats company began to use an image of a Quaker one in a brand during the latter half

11
of the 1 870’s, and it was very effective. Another vital product that required to be “marked”: Coca
Cola, Aunt Jemima flapjack mix, Pear’s cleanser, Juicy Fruit chewing gum, and Campbell’s soup.
Some examples of the style include several products that belonged to that era (for instance, Uncle
Ben’s rice and Kellogg’s morning meal oats) .
As the 20th century entered the actual turn of the century, trade newspaper distributions, as well
as progressive offices, the professional publicity began to circulate books and leaflets asking all
writers to avoid stores and send their work directly to the buyers with well defined messages.

First business rationale for what experts later consider as modern stamping, and in the same token,
the most ancient steps in brand.This tendency has been evaluated through concepts like brand
equity and worth since the 80s.Naomi Klein has referred to the trend: ‘brand value lunacy’.In fact,
when Kraft was purchased from 1988 for money beyond its stated value by Philip Morris, this was
a good demonstration of the trend. Statistical surveys and persuasive analysis began to be used by
publicists to gain information on buyer buy experiences. In social human sciences and brain
research, using information from assessments, potent entryways for Chrysler and Exxon/Esso
motivated some of the most insightful missions of the century of the twentieth. Brand boosters,
who began to give names and products individual personalities, supported the theory that
customers try to find companies who have personalities similar to their own. have developed a
method for evaluating the name design in broad range of product categories and the diffusion of
brand equity into a particular product category.

Kim & Kim (2004) attempted to embody the major aspects of CBBE. The chosen factors are: perceived
uniqueness, perceived quality, perceived value and willingness to pay more for a brand. They must have
realized that once a customer is familiar with a brand and that has wholesome(most positive)
recollections from it, ‘perceived quality’ (CBBE) results. They need to consider the fact that brand
connections are also split in terms of the aspects related with the product, i. e. the Brand Performance
and the aspects that are not connected with the product, i. e. brand personality and organizational
associations To determine the Cognitive Model of Customer-Based Brand Equity for Frequently
Purchased Products, a careful research was conducted. They have to understand four mental components
differentiated by the global brand’s demeanor, inclinational power, remarkable quality, and heuristics.
The findings demonstrate that all of the identified cognitive elements have a considerable influence upon
12
 customer-based brand equity. Brand equity measures are considered on regularly purchased goods. Punj
and Hillyer (2004) created a unique conceptual schema that broached a difference between brand value
and equity. They have now realized that the most effective way of calculating a brand’s worth is to ask
the consumers themselves how they would respond in all the situations that have been investigated in the
case for any given brand. Brands that compete in the same category may compare their answers to make
relative measurements. It is unclear when Equity measurements make use of the simple name. It
therefore would not be correct to refer to each brand category using the brand value metrics Leone and
Reggio (2007)

To explore the relationships between the proposed model and Path Analysis, a brand survey in the hotel
industry was carried out amongst 345 people who stayed in hotels in Northern Cyprus and originate from 11
countries. Remarkable quality was not a major component of client-based brand value besides name
Definitely. The writers took into consideration the five star hotel brand that they chose, some of which may
be already having the positive consumer base. This conclusion may be valid in other situations where the
target product category or brand is wellcomprehended in the community. The public recognizes significant
professional sports brands (for example), and therefore the Customer-Based Brand Equity framework may
not consider the issue of Brand Salience.

However, awareness should not be diluted in consumer impression by this study. An empirical study
conducted on the Customer-Based brand equity model in the Chinese sportswear market conducted using a
sample of 304 respondents was carried out by Koyama and Arasli (2007). The study did not indicate any
positive relationship between perceived quality and brand equity. Other research could reinforce this analysis
by adding estimation of execution to the model. Hawley and Tong (2009)

Directions for future studies, frameworks and concepts were offered for the multichannel, multimedia retail
marketing environment. Other hardships in managing brands were also mentioned by him. As there are
indirect effects on brand value related to a given channel, the study recommends that marketers control every
channel and communication decision in order to encourage their direct effects on sales and brand value alike
in a similar manner. Marketers must come up with and implement communication and channel strategies in a
way that the impact on sales and brand equity will benefit each other.

13
Analyzed brand assets as antecedents such brand awareness and consequences such brand
preference and get intention on customer-based brand equity. An empirical study was conducted
on 818 Nokia phone users in Odessa and a model was presented to tackle the significance of this
approach. Based on the survey, there is a negative relationship between Nokia brand name and
the opinions in the quality of the brand from consumers. The study proved the necessity of
improved brand communication, brand loyalty, and brand association in order to increase CBBE.

The study further reveals that purchase intent is not necessarily enhanced by having a brand
preference. The scope of the survey as well as the model test was made for one brand only. This
strategy may even limit its scope and length. Datta and Mishra (2011) learned of the increasing
interest by premium fashion boutique companies towards SMM. They have fundamentally
certain impact on relationship value, brand value, and admiration worth. Compared with worth
equity and hence, equated equity, brand equity considerably lowers the customer’s equity in
relation to its driver. There was a significant positive influence of value equity and linked equity
on the acquisition intention, but not of link equity. Finally, but, roughly equivalently, there is a
high correlation between customer equity and acquisition intention. By using a visual stimulus
in stimulating the attributes of social media marketing practices, the researchers studied the
effect of social media marketing. They found out that it would be difficult to control possible
errors. Future research should develop an effective tool to promote live virtual entertainment
more effectively.

14
Bangladesh's banking industry. This approach is restricted by the fact that a non-probability sampling
approach was made to be used without appropriate sampling frame. Farhana (2012) studied the variables
that were affecting 256 consumers’ perceptions and opinions regarding the brand equity of luxury
automobile manufacturing companies.
Shaya Munda (2019) Evaluated the effect of perceived consumer retail qualities on consumer-based retail
Brand Equity and the connection between local Brand Equity and purposeful loyalty with regard to their
distinct contributions in major retail sectors.
Using structural equation modeling, the authors reviewed empirical data of 2112 customers’ reviews on
retail establishments. The findings show that though the issue of retail qualities with importance for local
Brand Equity varies by industry, there is a strong and linear relationship between local Brand Equity and
customers’ deliberate loyalty within all of the retail sectors. The Swoboda (2016) Developed a conceptual
framework with perceived quality, brand loyalty, name association’s considerable influence, brand equity.
It also provided powerful argument for the need for brand equity research in the FMCG industry. The study
also identifies a higher proportion of variance in Brand Equity by brand association, loyalty and perceived
quality characteristics. The findings can be applied by managers who are developing a brand to support
investment of funds in Brand Equity.

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 CHAPTER 3
RESEARCH OBJECTIVE

16
OBJECTIVE OF THE RESEARCH UNDERTAKEN

This report aims to put into perspective the functional values of branding as well as assess its
role in the consumer purchase decision-making processes
More specifically, the report aims to fulfil the following objectives:

1. To measure the impact of brand awareness on consumer preference and product choice.

2. To analyze how brand perception shapes consumer attitudes and buying behavior.

3. To identify which branding elements (e.g., logo, packaging, slogans) most effectively
capture consumer attention.

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 CHAPTER 4
RESEARCH METHODOLOGY

18
Research Design

The fundamental structure that establishes rules for the remainder of the research process is
research design. Descriptive research using a schedule is the ideal research strategy for this study.
Surveys and many types of fact-finding inquiries are included in descriptive research The main
goal of this research is to describe the current situation as it stands.

Data Sampling

Sample size- 51

Customers Sampling Frame - Age: 18 above,

Employed and Student Location: - PAN INDIA

Sampling Method -Convenient sampling

Data Collection

Primary data- The data that is been used in analysing the factors for branding is been
QUESTIONAIRE.

In this a form has been circulated and they filled them and data interpretation has been done
accordingly.

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 CHAPTER 5
DATA ANALYSIS

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 Factors affecting good brand image

From the above graph we can interpret that 25.5%people trust quality of the product37%%
people have to look at good services, people who look at the discounts are18.5%people think that
they look at advertisements are14.8%people other things play an important in determine about
the brand and the rest others think that there are other factors that are associated with good brand
image

Interaction with brand online

Now looking on where our consumers look for this brand online, we have different percentages
for different platforms online.22.2%% people look for ads that’s there on the Google

21
platform11.1people look brands on twitter and22.2%people look for the brands on Facebook as
social platform. Most people look on Instagram for looking for their brands with37%,14.8people
look for ads on television. And some rest look ads on YouTube.
Does celebrities create effect on Brands

Now looking at the point where various brand ambassadors create any effect on buying of any
products . In this we found 51.9 %people agreed that yes it create an effect on the brands
and25.9%found that no it does not create any effect and 11.1 think that it depend or they can’t
say.

Factors affecting the most

Now looking at the factors that affect our consumers are price ,advertisement .The survey says
that 14.8% people look at price. 55.6 % look at advertisement. The rest others depends upon
factors like what the products they are buying etc.

22
Best e-com platform according to you

Now the last part is the best brands according to survey Amazon is been higher preference
by59.3%.the 22.2 % is been given by Flipkart and others like Myntra and Meesha are a good
brand.

What influences you to change the brand

Now looking at the factors that leads to factors that leads to change the brand is bad quality, poor
services and others are like improper grievance redressals system etc. there are 51.9% people

23
think that bad quality.29.6% think they change their brands if their poor services etc and rest look
for factors like grievance redressals etc.

24
 CHAPTER 6
FINDINGS AND DISCUSSION

25
KEY FINDINGS

The chief results of this study proved that if we questioned sets of people over the age of 18, 63.6%
of them were men, others were women. 69.6% of respondents indicate that price is the most
important factor that consumers consider. This research also indicates that there are several social
media sites vital in online promotion of different platforms. 42.9% of Instagram users read ad.
Among branding approaches, people’s compliance amounts to 58.3% in the form of television
advertisements. This forms the basis of concluding that the role of the media in influencing the
type of product brand a consumer must choose is indeed critical. We also concluded that there are
some branding strategies which exist (email) though..

CONCLUSIONS

This thesis intended to explore the ideas concerning brand and consumer behaviour and brand design and
what impact it has on consumer purchase behaviour. In conclusion, some relationship has been found
between a brand and consumer behaviour in terms of consumers’ buying choice. The customers know
many of the brands available and hence their judgement is very important in the purchase especially if it
is the first time to purchase. Quality is extremely important to help the customer develop the positive
brand image. It is also a deciding factor and which one is best at capturing how the customer views a
brand.

26
 CHAPTER 7
CONCLUSION, RECOMMENDATIONS
AND LIMITATIONS

27
 CONCLUSION, RECOMMENDATIONS AND LIMITATIONS

Conclusion

. The outcomes of this project are very clear to confirm that branding is a critical and significant influencer
regarding buying behavior of consumers in the fast moving consumer goods (FMCG) domain.

• In an industry where numerous items have similar functionality and price ranges, the marketing and branding
play a major role as a differentiation that influences decisions of purchasers.

• Consumers will favor well-known and established brands compared to unbranded and lesser known ones.

• A powerful emotional attachment to a brand enhances customer loyalty and enhances repeat buying.

LIMITATIONS
• The study might suffer from a small or region-based sample which limits the prevalence of the study.
• Response bias may influence the accuracy of survey/interviews especially in the case of self reported
behavior.
• The impacts of such externalities as pricing, availability, promotions, etc., were not analyzed crucially,
which could also affect the buying behavior.
• The study might not be representative of constantly changing consumer trends or preference impacted by
digital marketing and social media.
• Time might be limited with the ability to gather and analyze data.
• The emphasis of FMCG branding could be ignoring the other areas where branding influences consumer
behavior in a different manner.

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 Chapter 8
REFERENCES

1 Haigh, R. (2014, February 18). Ferrari – The world's most powerful brand. Brand Finance.
Retrieved February 9, 2015, from https://www.brandfinance.com/

2 Common Language Marketing Dictionary. (2019, September 24). Brand. Archived from the
original on September 24, 2019. Retrieved from https://www.marketing-dictionary.com

3 Marketing Association Dictionary. (2012, June 11). Archived at the Wayback Machine.
Retrieved June 29, 2011, from https://www.marketing-dictionary.org

4 Fahy, J., & Jobber, D. (2015). Foundations of marketing.

5 Common Language Marketing Dictionary. (2018, May 24). Brand. Retrieved April 30, 2020,
from https://www.marketing-dictionary.com

6 Aaker, D. A. (1991). Managing brand equity.

7 Wheeler, H. (1946). The miracle of man. Dunedin, New Zealand: Longacre Press.

8 Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model.

Journal of Product & Brand Management, 17(4), 4–12.
https://doi.org/10.1108/10610420810856468

9 Ranchhod, A. (2004).

10 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity.

Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054

11 Blichert, F. (2018, March 12). Joss Whedon’s big damn movie: Essays on Serenity. McFarland.
ISBN 978-1-4766-7199-4.

12 Webster’s ninth new collegiate dictionary. (1983). Springfield, Massachusetts.

13 Branding Irons Unlimited. (n.d.). The evolution of branding. Retrieved from

https://www.brandingirons.com

14 Thomas, H. (1996, Winter). The branding (and baptism) of slaves. The Review of Arts,
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Literature, Philosophy and the Humanities, 12(4). Archived from the original on July 27, 2020.
Retrieved September 2, 2020, from https://www.reviewofarts.com

15 Khan, S. U., & Mufti, O. (2007). The hot history & cold future of brands. Journal of
Managerial Sciences, 1(1), 75–87.

16 Starcevic, S. (2015). The origin and historical development of branding and advertising in the
old civilizations of Africa, Asia, and Europe. Marketing, 46(3), 179–196.
https://doi.org/10.5937/markt1503179S

17 Haring, B. (2018). Identity marks in ancient Egypt: Scribal and non-scribal modes of visual
communication. In J. Ink, A. Margherita, J. Weingarten, & S. Ferrara (Eds.), Identity and visual
communication in the ancient world.

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CHAPTER 9
ANNEXURE

31
Q1 Gender
Male
Female

Q2 Age Group
10-15
15-20
20-25
25-30
30 above

Q3 How often do you pay attention to brands when making a purchase?

Option 1
Very often
Occasionally
Rarely
Never

Q4 Do you prefer purchasing products from well-known brands over lesser-known ones?
Yes, always
Sometimes, depending on the product
No, I don't care about the brand

Q5 When purchasing a product, do you consider the brand's reputation important?

Very important
Somewhat important
Not important

Q6 Do you feel an emotional connection with certain brands?

Yes, I feel emotionally connected to specific brands
Sometimes, but not always
No, I don't feel emotionally connected to any brand

Q7 Do you think branding affects your perception of a product’s quality?

Yes, branded products are perceived as higher quality
Sometimes, depending on the brand
No, branding doesn't affect my perception of quality

Q8 Have you ever purchased a product solely because you trust or like the brand?
Yes, multiple times
Occasionally, but not always
No, I don't consider the brand that important in my purchase decisions

32
Q9 Do you think branded products are worth the extra cost compared to non-branded products?
Yes, the quality justifies the higher price
Sometimes, but I weigh quality against cost
No, I don’t think branded products are worth the extra cost

Q10 How influenced are you by advertising or marketing campaigns when deciding to buy a product from a
specific brand?
Very influenced
Somewhat influenced
Not influenced at all

Q11 Do you follow brands on social media to stay updated on their new products or offers?
Yes, I follow multiple brands
Sometimes, for specific brands
No, I don’t follow any brands

Q12 How much does the opinion of friends or family influence your decision when purchasing a branded
product?
A lot, I trust their opinions
A little, but I still make my own decision
Not at all, I rely on my judgment alone

Q13 When purchasing a branded product, are you willing to pay a premium over an unbranded or generic
alternative?
Yes, if the brand is trusted and reputable
Maybe, if the product is essential
No, I prefer cheaper alternatives regardless of brand

Q14 Do you think a brand’s public image (e.g., sustainability, corporate social responsibility) influences your
purchasing decision?
Very much, I prefer to buy from brands that align with my values
Somewhat, I consider it but not always
Not much, I focus more on the product itself than the brand’s ethics

Q15 Have you ever switched to a different brand after being loyal to one for a long time?
Yes, I switched because of better quality or pricing
Yes, but only because the original brand became unavailable
No, I’ve always stuck with my preferred brand

33
Q16 Do celebrity endorsements make you trust a brand more or increase your willingness to purchase a
product?
Yes, I’m more likely to trust and purchase
Sometimes, but I need to know more about the product itself
No, celebrity endorsements have no effect on my purchasing decisions

Q17 How important are online reviews when deciding to buy a product from a brand?
Very important, I rely on reviews to make decisions
Somewhat important, I consider reviews but also other factors
Not very important, I make my decision independently of reviews

34
 Plagiarism Report

The Report is Generated by DrillBit Plagiarism Detection Software

Submission Information

Author Name Nishant

Title BRANDING EFFECT ON CONSUMER BUYING BEHAVIOUR IN FMCG
SECTOR
Paper/Submission ID 3608870
Submitted by [email protected]
Submission Date 2025-05-13 15:30:08
Total Pages, Total Words 41, 6482
Document type Dissertation

Result Information

Similarity 17 %
1 10 20 30 40 50 60 70 80 90

Sources Type Report Content

Student
Quotes
Paper
0.06%
0.39% Words <
Journal/ 14,
Publicatio 7.56%
n 5.45%
Internet Ref/Bib
11.17% 13.01%

Exclude Information Database Selection

Quotes Excluded Language English

References/Bibliography Excluded Student Papers Yes
Source: Excluded < 14 Words Not Excluded Journals & publishers Yes
Excluded Source 0% Internet or Web Yes
Excluded Phrases Not Excluded Institution Repository Yes

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35