Comparative Study of Branded FMCGs and Non-Branded FMCGs

Consumer satisfaction is one of the prime objectives in present retail sector. With the arrival of different market players the preference for usage of a particular brand has increased. The present study aims at examining the consumer preference towards brand and also investigating whether the consumers prefer branded product over the unbranded product. For this study data was collected from both primary and secondary sources. The data was analysed using factor analysis. Although brands can signal reputation and serve as proxies for trust, consumer preferences for attributes may differ for branded and non-branded products. It is to be considered that branded products are more hygiene, safe and according to Indian food safety standards, but besides of these facts lot of consumers are using non-branded FMCGs because of their own reasons. This paper concluded that consumers are highly considering the branded FMCGs in contrast to non-branded FMCGs due to quality, performance, reputation and options and thus consider to purchase them in contrast to non-branded FMCGs.