Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Sep08-Article6-Brand Loyalty of Women Consumers With Respect to FMCGs
- Price : 80.00
- Published on September 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Marketing starts with the determination of consumers wants and ends with the satisfaction of those wants. Every company must be organized totally around the marketing function, anticipating, stimulating and meeting customer’s requirements. Advertising in India has grown in a spectacular manner throughout the last two decades and has scaled new peaks during the last ten years in terms of size, range and quality. Over the years, there has also been a substantial expansion in the media. Everything the purchaser gets in exchange for his money is the product. Product has its personality. Four elements surround the product concept viz., branding, packing and labeling product warranty and service. Branding is an essential part of marketing sub-function of selling. Every manufacturer feels the need of identifying his goods with some definite symbol, mark or slogan, so that his goods catch the attention of the customers. Branding is invariably used to introduce “Product differentiation” in the market, to single out a product from its rivals. This paper highlights the brand loyalty of women consumers in respect of eight categories of FMCGs that are commonly used by both urban and rural consumers.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.