Comparative Study of Branded FMCGs and Non-Branded FMCGs

Consumer satisfaction is one of the prime objectives in present retail sector. With thearrival 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 alsoinvestigating whether the consumers prefer branded product over the unbranded product. For thisstudy data was collected from both primary and secondary sources. The data was analysed usingfactor analysis. Although brands can signal reputation and serve as proxies for trust, consumerpreferences for attributes may differ for branded and non-branded products. It is to be consideredthat branded products are more hygiene, safe and according to Indian food safety standards, butbesides of these facts lot of consumers are using non-branded FMCGs because of their ownreasons. This paper concluded that consumers are highly considering the branded FMCGs incontrast to non-branded FMCGs due to quality, performance, reputation and options and thusconsider to purchase them in contrast to non-branded FMCGs.