Influence of Brand Image on Young Consumers towards Purchase of FMCG Products

Influence of Brand Image on Young Consumers towards Purchase of FMCG Products
Author(s):
Dr. H C Honnappa, S. Poornima
Keywords:
Brand image, FMCG, Young consumers.
Abstract
Brand Image plays a crucial role to boost up any business performance. Brand image is an implied tool that can positively change people’s buying behaviour. The purpose of this study is to examine the impact of brand image on young consumers towards the purchase of FMCG Products in the Mysuru district of Karnataka. The interview schedule was used to college the data by using a Convenience sampling technique. A sample of 200 respondents was selected. In the present study, the researcher used simple percentage analysis, regression and correlation. Findings show that brand image has a strong positive influence and a significant relationship with the purchase of FMCG Products. Young consumers perceive the brand image with a positive attitude. The study depicted that respondents in the Mysuru district are more conscious about their social status so they prefer branded FMCG products.
Article Details
Unique Paper ID: 153614 Publication Volume & Issue: Volume 8, Issue 8 Page(s): 85 - 88
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