Continuous reinforcement of awareness creates remembrance in the mind of customer as s/he is exposed to promotional activities by the companies, therefore, it is expected that customers would be intended to use particular brand which comes first in their mind. The study examines the aforementioned hypothesis by matching the overall relationships of "Top of the Mind Awareness" with that of consumer brand preferences and usage. A survey was conducted in Dhaka city among the regular users ofFMCG categories. The results revealed that customer purchase the brands that exist in the top of their mind in case of shampoo, toothpaste, lip-gel, carbonated soft drink, packaged tea and toothbrush categories. However, there is a great chance of customers brand switching in the categories of toilet soap, wrist watch, mobile handset, footwear and services such as cellular connections. Based on the findings the companies could develop promotional strategy so that their brand remains in the top of their customers mind and in some cases could compel customer to switch to their brands.
