1. Impact of Branding And Advertising
Strategies on Consumer Buying Behavior in
FMCG Sector

2. KEY TERMS
Branding Advertising Pricing Quality
FMCG
Sector
Consumer
Behavior

3. INTRODUCTION
• FMCG Sector plays a major contributor in an economy.
• A careful study of consumer behavior provides the advertiser with
deeper insight of his target segments, which in turn proves to be
very valuable in strategic advertising decisions, especially in
defining the target markets and creating the advertising appeal and
message.
• A branding strategy helps a product or service to get established
in the market.

4. LITERATURE REVIEW
• Dinu (2012) showed” that advertising on the behavior of buying and consume plays
an important role in selling products. Also most of consumers are interested in brand
products. It is found that temporary price discounts occupy an important place in
buying decision”.
• Rafique Yasir (2012) concluded “consumer behavior will attract to those products
which are easily available and has more quality rather than quality.”
• KashifIqbal Hafiz (2013) concluded “people are so important, a brand image and
advertisement is to boost up conscious about the purchase decisions regarding any
business. Brand image has significant positive image and advertisement playing a
crucial role to change influence and relationship with Consumer buying the people’s
buying behavior.

5. • Ehsan Malik Muhammad (2013) identified “that advertising is an effective
tool to attract people and to divert their attitude toward product.
• Kapoor Mansi (2014) suggested “that Television Advertisement play an
important role as far as the decision to choose a brand and forming an opinion
about its image is concerned as Television is the most easily available and
understandable electronic media as far as the different parts of the country is
concerned.”
• Dr. R. Sivanesan (2014) showed “that brand image and advertisement have
strong positive influence and significant relationship with Consumer buying
behavior. People perceive the brand image with positive attitude”.

6. OBJECTIVES
• To analyze how branding strategies
influence the buying behavior of
consumer in FMCG industry.
• To analyze the impact of advertisement
strategies on consumer buying behavior.
• To study the relationship between pricing
and quality factor with consumer buying
behavior.

12. Presented by :
Neha Gupta (077)
Kirti Makhija(081)
Silky Yadav (089)
Shubham Thakur (092)