A STUDY ON FACTOR INFLUENCING BRAND PREFERENCE OF FAST MOVING CONSUMER GOODS IN KANYAKUMARI DISTRICT

Abstract

This study delves into the preference on Fast-Moving Consumer Goods (FMCG) products within the dynamic market of Kanyakumari District. Employing a combination of techniques, the research combines quantitative and qualitative elements analyses to assess the relationship between consumer perception, and sales performance to know the brand preference of FMCG. Through surveys, interviews, and data analysis, the study aims to elucidate the consumer behaviour in study area to know the brand preferences. Furthermore, it seeks to identify the most effective strategies employed by FMCG companies to capture the attention of the local populace and drive sales. The fast-moving consumer goods (FMCG) market is highly competitive, with multiple brands fighting for consumer attention and loyalty. Understanding the elements influencing brand preference in this industry is critical for organisations looking to achieve a competitive advantage. The purpose of this study is to look into the elements that influence customers' brand preferences for FMCG products. The study was conducted 150 consumers of FMCG products in Kanyakumari district. Statistical tools used in the study are percentage analysis and chi- square test. The findings reveal that a variety of factors influence brand preference for FMCG products, including product quality, pricing, packaging, advertising, and reputation. The survey found that product quality and price are the most important determinants of brand preference, followed by packaging and promotion.