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- W2761446667 abstract "The perception of an individual and his attitude towards an object, besides being influenced by the characteristics of the object is affected by several factors like the culture of the society, social and economic background of the individual, his lifestyle and education level and the environment. The consumer’s perception of a brand is also influenced by a complicated mix of social, cultural and economic factors. A proper understanding of these factors and of their influence on the target consumer’s brand preference helps the marketer create a favourable brand image and effectively position the brand in the perceptual space of the consumer. The paper makes an attempt to isolate the importance of social, cultural and economic factors in the consumer’s evaluation of an FMCG brand in the Indian market. To get an insight into the influence of the different factors on the Indian consumer’s perception of a brand, responses were collected from consumers from five different states of the country. The economic factor was found to be most important in the consumer’s evaluation of a brand and in influencing his perception of an FMCG brand. Cultural conformance of a brand is less frequently used as an evaluation criterion for an FMCG brand by the Indian consumer." @default.
- W2761446667 created "2017-10-20" @default.
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- W2761446667 date "2016-04-30" @default.
- W2761446667 modified "2023-09-24" @default.
- W2761446667 title "IMPACT OF SELECTED DEMOGRAPHIC FACTORS ON CONSUMERS’ BRAND EVALUATION AND PERCEPTION OF FMCG BRANDS" @default.
- W2761446667 hasPublicationYear "2016" @default.
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