A STUDY ON PREFERENCE FOR INDIAN LOCAL/REGIONAL FMCG BRANDS AMONG DELHI CONSUMERS

The purpose of the research paper is to study the preferences for Indian local Fast Moving Consumer Brands (FMCG) among Delhi customers. The methodology adopted for the study is both primary as well as secondary data. Primary data was collected with the help of survey questionnaire. The data was collected both through paper-based administration and web-based administration of questionnaires. The results of the study is a framework formed initially was in line with the analysis and results of the data obtained from 199 participants. It can be concluded that brand preference for Indian local/regional FMCG brands among Delhi consumers may be affected by the given 11 factors including Awareness, Perceived Quality, Sense of Belongingness, Taste Perception, Availability, Price, Packaging, Advertising, Prestige/Reputation, Functional Benefits and Non-Functional Benefits.