( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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STUDY OF BRAND PREFERENCES OF FMCG LAUNDRY PRODUCTS IN DELHI/NCR, INDIA

    3 Author(s):  DR. DEEPIKA SAXENA,RAJSHREE VERMA,ABHIJEET KUMAR

Vol -  11, Issue- 3 ,         Page(s) : 92 - 96  (2020 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

FMCG products are those products which are bought on regular basis. This segment is fourth largest segment contributing in Indian economy. It’s contribution to the global consumption is expected to be double by 5.8% in 2020. This segment is an attractive opportunity as the income level in rural area and urban area is increasing as well as deeper penetration in rural area is giving market growth. The major players like HUL, P&G, Patanjali, Dabur, ITC etc are catering the market. As per the IBEF the household and personal care contributes to 50% in the told segment. The major growth drivers in this segment is awareness, changing lifestyle and easy availability. The government has also taken initiative to support this segment by making the GST bracket to 18% from 23-24%. The main purpose of the paper is to study the consumer expectation towards a brand and to analyse the factors influencing the brand preferences. Over the years Delhi has seen a tremendous change and improvement in the purchasing power, brand recognition and consciousness which lead the change in consumption pattern. The paper highlights the consumer brand preferences for FMCG laundry among the consumers of Delhi NCR. The study is descriptive in nature with the collection of primary data from 540 respondents in Delhi NCR and statistically analysed using regression model.

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