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Research Journal of Humanities and Social Sciences
Year : 2019, Volume : 10, Issue : 3
First page : ( 747) Last page : ( 753)
Print ISSN : 0975-6795. Online ISSN : 2321-5828.
Article DOI : 10.5958/2321-5828.2019.00122.0

A Study on Perception of Brand Extension by FMCG Consumer in Ahmedabad

Prajapati Kalpesh1, Dr. Bhatt Viral2,*

1Research Scholar, Indus University, Ahmedabad

2Director, SAL Institute of Management, Ahmedabad

*Corresponding Author Email: viral.bhatt@sal.edu.in

Online published on 31 December, 2019.


The cost of introducing an entirely new brand is often very high, accompanied by the risk of the failure of new brands in a crowded market. These factors encourage companies to use brand extensions, particularly in the FMCG segment, to leverage the brand capital of the parent Brand. This research study examines in detail the perception and behaviour of the consumers of Ahmedabad in the direction of brand enhancements in the FMCG Segment. The study also seeks to identify the factors influencing consumers to accept brand enhancements in the FMCG Segment. The hypotheses developed for this empirical study were tested statistically with the help of SPSS version 16. Factors such as the perceived similarity and the fit between the parent brand and its extended brand, the reputation of the mother brand and its impact on the extended brand, the nature of the Ahmedabad consumers-whether they perceive the perceived risk of new brands Or not, have been critically investigated in the research Study. The study is based on a primary survey covering all 141 stations under the Ahmedabad Municipal Corporation in order to maintain the overall visibility, perception and acceptance of brand enhancements in the FMCG Segment.



Brand enhancement, brand loyalty, brand value, extended brand, FMCG (pinoys consumer goods), Ahmedabad consumer, mother brand, perceived Risk.


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