Whether the consumers would exhibit a higher preference for a certain brand depends up to a certain extent on the image of the company offering the brand and the consumers’ perception about the company. Managing those company attribute that have the most profound influence on the consumer's brand preference may help in enhancing the chances of the brand being included in the consumer's choice set and the resultant performance of the brand in the market. Thus it is important for a marketer and a brand manager to understand how the characteristics and attributes of the company affect the consumer's preference of brands offered by the company. The paper examines the influence of the company attributes and the effect of company related factors on the consumer's preference of FMCG brands in the Indian market. The study has been conducted by analysing the response collected from consumers spread over five states of India. Goodwill and popularity of the company are found to be the most important company related factor that influences the consumers’ preference of FMCG brands in the Indian market.
Brand Preference, Brand Positioning, Brand Image, Goodwill, FMCG
