Page 30 - IILMGSM Journal_Management Perspective
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ACT OF ADVERTISING ON BRAND PERSONALITY OF FMCG
PRODUCTS: CUSTOMER’S PERSPECTIVE
Abstract: The findings of this study indicated that
This paper presents an understanding about how advertisements have significant impact on
advertisements (using different tools) create brand purchasing the products. The research results
perception and equity for the products. The research showed that there is positive and significant
is based on the importance of advertising in creating relationship between factors of brand personality
the brand perceptions to the targeted customers and (sincerity, excitement, competence, sophistication,
also understands the creative strategy that is used ruggedness) in FMCG sector.
in advertisements, which help to communicate the
brand effectively. The Study is focused on FMCG Keywords: Brand personality, customer
product in order to understand what customers think, perceptions, brand equity, impact of advertisement.
conceive, feel and learn upon brand through their
advertisements. The other objectives includes Introduction
understanding consumers perception about brands
& advertisements, to understand how advertisements Post industrial revolution the dynamics of every
create brand personality and to choose, describe & business has taken a paradigm shift in every aspect
review several brands & their personalities in and segment, one such industry which has evolved
comparison with their advertisements. The five and revolutionized is FMCG (Fast moving consumer
factors of brand personality are sincerity, goods) or CPG (Consumer packaged goods). Today
excitement, competence, sophistication, ruggedness it is difficult to imagine a house with FMCG goods
are undertaken. Self-administered questionnaires due to their characteristics and inevitable need of
were distributed to 208 respondents and the customer. FMCG industry today is multi-billion
subsequently descriptive analysis, one-way ANOVA dollar industry with a steady growth and caters to
and Pearson Correlation were used in this study. million as a potential employer. Innovation, quality
improvement and constant change in the needs of
Dr. Garima Malik, Assistant Professor, Amity the market have made this industry fresh and
Business School, Noida, evergreen for the existing players.
garima261@rediffmail.com
India has been a crucial market for the FMCG
Ch. Abhinav Guptha Assistant Manager, National industry due to its vast market base over a billion.
Payments Corporation of India, FMCG industry has recorded a growth of over 40%
abhinavgupthach@gmail.com because of the selection of the new avenues like rural
marketing for better penetration of the product and
adaption of the product in new market segments and
inclusion of the SHG (Self-help groups) as the part
of the distribution to reduce the cost of distribution
and to expand the markets. In addition to this the
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PRODUCTS: CUSTOMER’S PERSPECTIVE
Abstract: The findings of this study indicated that
This paper presents an understanding about how advertisements have significant impact on
advertisements (using different tools) create brand purchasing the products. The research results
perception and equity for the products. The research showed that there is positive and significant
is based on the importance of advertising in creating relationship between factors of brand personality
the brand perceptions to the targeted customers and (sincerity, excitement, competence, sophistication,
also understands the creative strategy that is used ruggedness) in FMCG sector.
in advertisements, which help to communicate the
brand effectively. The Study is focused on FMCG Keywords: Brand personality, customer
product in order to understand what customers think, perceptions, brand equity, impact of advertisement.
conceive, feel and learn upon brand through their
advertisements. The other objectives includes Introduction
understanding consumers perception about brands
& advertisements, to understand how advertisements Post industrial revolution the dynamics of every
create brand personality and to choose, describe & business has taken a paradigm shift in every aspect
review several brands & their personalities in and segment, one such industry which has evolved
comparison with their advertisements. The five and revolutionized is FMCG (Fast moving consumer
factors of brand personality are sincerity, goods) or CPG (Consumer packaged goods). Today
excitement, competence, sophistication, ruggedness it is difficult to imagine a house with FMCG goods
are undertaken. Self-administered questionnaires due to their characteristics and inevitable need of
were distributed to 208 respondents and the customer. FMCG industry today is multi-billion
subsequently descriptive analysis, one-way ANOVA dollar industry with a steady growth and caters to
and Pearson Correlation were used in this study. million as a potential employer. Innovation, quality
improvement and constant change in the needs of
Dr. Garima Malik, Assistant Professor, Amity the market have made this industry fresh and
Business School, Noida, evergreen for the existing players.
garima261@rediffmail.com
India has been a crucial market for the FMCG
Ch. Abhinav Guptha Assistant Manager, National industry due to its vast market base over a billion.
Payments Corporation of India, FMCG industry has recorded a growth of over 40%
abhinavgupthach@gmail.com because of the selection of the new avenues like rural
marketing for better penetration of the product and
adaption of the product in new market segments and
inclusion of the SHG (Self-help groups) as the part
of the distribution to reduce the cost of distribution
and to expand the markets. In addition to this the
(30)
