AN ANALYSIS OF BRAND EQUITY OF CONSUMERS WITH REGARD TO “SHOPPING GOODS” IN “CONSUMER GOODS” CATEGORY IN TOP 6 CITIES OF GUJARAT

Abstract

Brands help to identify and differentiate goods and services of one organisation from those of another. They simplify shopping, aid in the processing of information about products and let the buyer feel confident of purchase decision. Powerful brands maintain interactions that repeatedly result in high value experiences. Such brands allow organisations to capitalise on the strong long term customer relationship leading to brand equity. No doubt, rapid changes taking place in the global market and the increased competition among firms made “Brand Management” an important strategic task. Good brand management brings about clear differentiation between products, ensures consumer loyalty and preferences and may lead to a greater market share.

The consumer product industry in India, which includes design, development, manufacturing, and sale of different categories of consumer products has witnessed an upsurge over the last few years and continues to boom even today. India's consumer product industry is one of the largest in the world. The consumer products market is always highly competitive due to the availability of a number of alternatives and substitutes. In a highly populated country like India there is a potential market for the consumer goods. Hence, the researcher has chosen consumer products under three categories for the present research. The attitudes, responses and perceptions of the customers of the consumer products towards branding are identified and measured under the title “AN ANALYSIS OF BRAND EQUITY OF CONSUMERS WITH REGARD TO “SHOPPING GOODS” IN “CONSUMER GOODS” CATEGORY IN TOP 6 CITIES OF GUJARAT”.