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International Journal of scientific research and management (IJSRM) ||Volume||2||Issue||6||Pages|| 1040-1059||2014||
Website: ISSN (e): 2321-3418

Consumer Involvement in Brand Positioning
(A Study on ITC FMCG Products at Organized Retail outlets)
Dr. Ponduri.S.B, Mrs. V. Sailaja
Professor & Head of the Department
Department of Management Studies
Mahaveer Institute of Science and Technology,
(Affiliated to Jawaharlal Nehru Technological University, Hyderabad) Bandlaguda, Vyasapuri,
Hyderabad – 500 005.
email: [email protected]
Senior Assistant Professor
Department of Management Studies
Mahaveer Institute of Science and Technology,
(Affiliated to Jawaharlal Nehru Technological University, Hyderabad) Bandlaguda, Vyasapuri,
Hyderabad – 500 005.
email: [email protected]
The bigger a brand gets, the smaller it should act - because no one likes big. – Andy Spade
Consumer is the king in every business success. In the era of global competition, companies and retailers find new ways to position their brands in consumer minds. Companies are developing integrated marketing plans incorporating wide range of marketing elements to create brand position in the dynamic and competitive environment. The current study is about consumer’s involvement in brand positioning and the affect of various associations of the brand image in Fast Moving Consumer Goods (FMCG) categories. To identify the similarities and differences among the consumers' perceptions of brand positioning, four major FMCG categories of Indian Tobacco Company (ITC) are taken into consideration i.e., Staples, Ready to Eat, Confectionaries and Personal Care. These are chosen to examine the relation between consumer involvement and brand positioning with their respective competitors- General Mills, Nestle’, Britannia, HUL and P&G in the market. The primary data is collected through questionnaire and hypothesis is tested between these four different product categories whether consumer involvement has significant impact on brand positioning or not. The results also inferred that as per customers perception, ITC’s Staples and Ready to Eat categories are positioned number one, and Cadbury’s was positioned first in the Confectionaries and HUL positioned first in the Personal Care categories amongst their respective competitors. We found that the differentiation factor for ITC’s success was due many factors like existing brand image, price, quality, availability, product variants and variety, advertising efforts by enrolling celebrities from Sports and Film Industry. It can be concluded that ITC products have very good brand equity compared to other existing players in the industry because of the familiar brand with other segments of products.

Key Words: Consumer Involvement, Brand Positioning, Brand Image, Brand Attitudinal Measures.

Brands are gearing up to provide a complete package of functional sensory and emotional experiences. 9 Brands are at the very heart of business and advertising and play an important role in every business Dr. Ponduri.S.B, IJSRM volume 2 issue 6 June 2014 []

Page 1040

successes and are the major assets of consumer business. Fast Moving Consumer Goods companies are characterized by their ability to produce the products that are in high demand and develop loyalty and trust towards their brands. These goods are also known as Consumer Packaged Goods (CPG) which are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Unlike other sectors, FMCG generally satisfy basic needs rather luxurious requirements of every consumer. FMCG products generally include a wide range of frequently purchased consumer products such as ready to eat, confectionaries, personal care, toiletries, detergents, pharmaceuticals, soft drinks as well as other non-durables such as glassware, stationery products and plastic goods.

The primary objective of many marketing programs is to differentiate a brand by positioning it as superior to competitors on one or more determinant attributes (Dickson and Ginter 1987; Smith 1956; Sujan and Bettman 1989)1. Ajay Kalra and Ronald C. Goodstein2 noted that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. Some of the popular FMCG companies in India are Hindustan Unilever Limited, Britannia, Parle, Nestle, Procter & Gamble, ITC, Coco-Cola, Kleenex, Kraft, PEPSI, General Mills, H. J. Heinz, and Mars.


To know the important attributes of brands and attitude of the consumer in brand positioning.

To identify (learn) the factors influencing consumers decision towards product selection

To observe the significant difference between the brand positioning and consumer buying behaviour.

Research Methodology
The research is conducted at twin cities of Hyderabad and Secunderabad. The data for the study is mainly collected through two different sources Viz., primary and secondary. Primary data is obtained by using a structured questionnaire with five point rating scale from the selected sample of 150 customers selected randomly at reputed retail outlets such as [email protected], More, Reliance and Big Bazaar. The data is analyzed by using statistical tools like charts, graphs and F Test to verify the objectives.

Hypothesis for the Study
H0: There is no significant difference between the brand positioning and consumer buying behaviour. H1: There is significant difference between the brand positioning and consumer buying behaviour.

Review of Literature on Consumer Involvement and Buying Decision Process According to Bjoern Ivens and Katharina S. Valta


customer preferences for a brand can be the result of

various factors. Traditionally, marketers have focused on providing functional benefits such as higher Dr. Ponduri.S.B, IJSRM volume 2 issue 6 June 2014 []

Page 1041

quality or longer duration with branded goods or services. Marketers have focused on providing functional benefits such as higher quality or longer duration with branded goods or services. However, in many areas, the functional benefits of offerings sold under different brands are homogeneous. In order to protect their brands from an increasing vulnerability against competitors Ritson, 20034, marketers seek differentiation by various means. One path to differentiation consists of the establishment of strong relational ties between a brand and its target segments, Fournier, 19985, certain brands build up customer communities. These communities provide customers with the opportunity of social integration in a network of like-minded consumers or of increasing the proximity with the brand Mc Alexander, Schouten & König, 2002; Muniz & O’Guinn, 20016. More generally, they focus on increasing customer preferences for a brand by adding intangible benefits to the classical functional benefits in a brand’s positioning. Carol F. Gwin and Carl R. Gwin 7 discusses how the product attributes model helps managers understand the strategic implications of positioning decisions and provides an example of its use. ...

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