Study of Branding Strategies of Reliance to evaluate the Consumer Behaviour of their FMCG products

Authors

Ashish Kr. Gupta, Dr. Amit Kumar Pandey

Abstract

This study investigates the branding strategies of Reliance in the fast-moving consumer goods (FMCG) sector and evaluates their impact on consumer behaviour. With a focus on Reliance's FMCG product range, the research explores the awareness levels, purchase frequencies, exposure to marketing campaigns, and likelihood of recommendation among consumers. A quantitative research approach is adopted, utilizing survey data collected from 116 respondents. Statistical analyses, including correlation analysis and descriptive statistics, are employed to examine the relationships between awareness, purchase behaviour, exposure to marketing, and recommendation likelihood. Additionally, secondary data from online journals and research papers are utilized to provide theoretical insights and empirical support. The findings reveal significant correlations between awareness of Reliance's FMCG products, exposure to marketing campaigns, and consumer behaviour indicators such as purchase frequency and recommendation likelihood. The study underscores the importance of effective branding and marketing strategies in influencing consumer perceptions and driving purchase decisions in the competitive FMCG market. This study can help provide light on the dynamics of customer behaviour in the fast-moving consumer goods (FMCG) industry and guide Reliance's marketing strategies.

Keywords

Study of Branding Strategies of Reliance to evaluate the Consumer Behaviour of their FMCG products. Ashish Kr. Gupta, Dr. Amit Kumar Pandey. 2024. IJIRCT, Volume 10, Issue 2. Pages 1-10. https://www.ijirct.org/viewPaper.php?paperId=2404057