CONSUMER KNOWLEDGE OF BRAND ORIGIN AND PURCHASE PREFERENCES IN THE FMCG SECTOR: A STUDY OF DOMESTIC AND FOREIGN BRANDS

Abstract

The purpose of this study is to identify the knowledge of brand origin among consumers and their purchase preferences in the Fast-Moving Consumer Goods (FMCG) sector. This research examines three key FMCG categories: Food & Beverage (chocolate), Household & Personal Care (soap), and Healthcare (toothpaste). Using data collected from a survey of 1,013 respondents, the study explores the preference for domestic versus foreign brands and assesses consumer awareness of brand origins. The results reveal that while a significant proportion of consumers prefer foreign brands, a notable percentage accurately recognize the origins of domestic and foreign brands. The findings provide insights into consumer behavior and brand choice in the FMCG sector, which can inform marketing strategies for both domestic and foreign companies.