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@article{168024,
        author = {Amatul Muqeet and Prof.I. Anand Pawar},
        title = {ASSESSING THE IMPACT OF BRAND FACTORS ON CONSUMER PREFERENCES FOR FMCG PRODUCTS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {4},
        pages = {1081-1089},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=168024},
        abstract = {The study, titled "Assessing the Impact of Brand Factors on Consumer Preferences for FMCG Products," investigates how various brand factors influence consumer choices within the Fast-Moving Consumer Goods (FMCG) sector, specifically focusing on personal care products. Using a sample of 120 consumers, the research examines the roles of Brand Image, Brand Reputation, Product Quality, Advertising, Price, and Social Proof and Reviews in shaping consumer preferences. The findings reveal that socio-cultural factors, such as family size and cultural background, significantly impact brand preferences. Among the brand factors, Brand Image and Product Quality are identified as the most influential, with Brand Image showing a strong positive impact on purchase decisions. Brand Reputation, Advertising, and Social Proof and Reviews also play critical roles in shaping consumer behavior. The study underscores the importance for marketers to develop a compelling brand image, ensure high product quality, and utilize effective advertising and positive social proof to enhance consumer preference and strengthen brand relationships in the competitive FMCG market.},
        keywords = {},
        month = {September},
        }