Branding fast moving consumer goods in retail chain stores: Consumers’ perceptions in Jammu and Kashmir

The various studies has done on branding this investigation will focus on the extent to which marketers’ perceptions and consumers’ perceptions converge with a view to maximizing the mutual benefits to be derived from marketing strategies within a contemporary Jammu and Kashmir environment. The present study investigates the perceptions of consumers with regard to the branding of fast moving consumer goods in Jammu and Kashmir retail chain stores. 150 consumers selected by using the convenience sampling from the different chains or stores in Jammu region from Jammu and Kashmir. The fieldwork for this survey was conducted at the regions of Jammu and Kashmir major among consumers living in the same province. The findings have provided evidence to suggest that building brand equity for fast moving consumer goods impacts positively on the sales and the popularity of these products. The findings from the consumer survey were supported by the investigation conducted among retail chain stores who agreed that building brand equity results in increased sales and the popularity of the products concerned. Consumers have a preference for manufacturer branded products but house brands are selected primarily because they are cheaper. Manufacturer brands are viewed by consumers as having the most innovative packaging, excellent promotional support and consistently good quality while retail chain stores believe that manufacturer brands lead the way in terms of brand building activities, packaging innovation, promotional support and quality.