AN INVESTIGATION ON BRAND AWARENESS IN FAST MOVING CONSUMER GOODS WITH SPECIAL REFERENCE TO ORPHANAGES IN CHENNAI REGION

The abstract is the form of the concluding statement that provides the quick review of the paper. This abstract is helpful to make aware the readers about the subject under study. In this paper researcher has attempted to provide detailed information regarding Brand awareness with respect to fast moving consumer goods. The paper titled "An investigation on Brand Awareness in Fast Moving Consumer Goods with special reference to orphanages in Chennai region”. To examine the validity of this general statement that is being discussed day in and day out by the researcher ,market managers, producers, consumers, advertisers, etc . Brand awareness plays an important role in brand construction and brand recognition, which is regarded as the foundation for brand development. To some extent, brand awareness can directly influence consumers' purchase intention. Taking female consumers in orphanages who will become main consumers in the future as the research object, the author seeks to investigate and analyze brand's objective factors and consumer's subjective factors in influencing brand awareness of the personal care products particularly face wash. The aim of this paper is, on one hand, to explore and identify the current awareness of face wash. On the other hand, the main factors influencing brand awareness to gain market share. Prior to the formal survey, a survey among 10 experts were conducted in the form of questionnaire and found valid and reliable for the research. After refining some questions, an improved questionnaire was developed. Then the questionnaire was distributed among 100 female consumers with a response rate of 100%. The obtained data were then processed by chi square test, correlation co-efficient and ANOVA