Rationale of branding and consumer buying behavior with special reference to FMCG product in Uttar Pradesh with major cities like Kanpur Lucknow and Ghaziabad

Abstract

The fast-moving consumer goods (FMCG) industry plays a pivotal role in the Indian economy, contributing significantly to both production and employment. Understanding the rationale behind branding and its influence on consumer buying behavior is essential for businesses operating in this sector. This study explores the dynamics of branding and its impact on consumer choices within the FMCG market, focusing on three major cities in Uttar Pradesh: Kanpur, Lucknow, and Ghaziabad. The primary objective of this research is to investigate the underlying factors that drive consumers to prefer branded FMCG products over non-branded or generic alternatives. It aims to shed light on the role of branding in shaping consumer perceptions, loyalty, and purchase decisions in urban areas of Uttar Pradesh. To achieve this, a mixed-methods approach will be employed. Data will be collected through surveys, interviews, and secondary research. The research will examine various aspects of branding such as brand awareness, brand image, brand loyalty, and the influence of advertising and marketing strategies on consumer preferences. Furthermore, this study will consider regional variations within Uttar Pradesh, acknowledging that consumer preferences may differ between Kanpur, Lucknow, and Ghaziabad due to factors such as culture, demographics, and socio-economic conditions. The findings of this research are expected to provide valuable insights for FMCG companies operating in these urban centers, assisting them in refining their branding strategies and marketing efforts to align with consumer preferences. Additionally, policymakers and industry stakeholders can use the results to develop a deeper understanding of consumer behavior in the FMCG sector in Uttar Pradesh and formulate policies that promote economic growth and competitiveness in this vital industry. Keywords: FMCG, Branding, Consumer Buying Behavior, Rationale, Uttar Pradesh, Kanpur, Lucknow, Ghaziabad, Brand Awareness, Brand Image, Brand Loyalty, Advertising, Marketing Stra