Research Journal of Humanities and Social Sciences

Kalpesh Prajapati ¹, Viral Bhatt ²

Affiliations
1 Research Scholar, Indus University, Ahmedabad, IN
2 Director, SAL Institute of Management, Ahmedabad, IN

Abstract

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.

Keywords

Brand Enhancement, Brand Loyalty, Brand Value, Extended Brand, FMCG (Pinoys Consumer Goods), Ahmedabad Consumer, Mother Brand, Perceived Risk.

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Kalpesh Prajapati ¹, Viral Bhatt ²

Affiliations
1 Research Scholar, Indus University, Ahmedabad, IN
2 Director, SAL Institute of Management, Ahmedabad, IN

Abstract

The analysis of the factors influencing the expansion of the brand may be the study of five factors such as the assessment of the parent marks, the difference in the perceived quality of the brand portfolio, the perceived fit, the behavioural intentions of the Consumer and the setting extension. With the brand extension we can deliver a new product with the current brand on the market. This research is about identifying the relationship between the five factors mentioned above and the assessment of brand expansion. In relation to the purpose classification, research is an applied and descriptive survey in relation to the collection of data. A questionnaire was used to collect data. The statistical population groups include the road and Transport organization's street development companies. Since the statistical population was a small number of members, the all-count method was used. The control unit comprised purchasing managers of these companies. By analyzing the data of 87 companies, it can be said that there is no correlation between the expansion of the HEPCO nut brand and the perceived quality with the expansion of the HEPCO brand. However, two factors of consumer behavioral intentions and the perceived fit are related to the brand expansion of the HEPCO brand. There is also a correlation between independent variables and consumer attitudes. In addition, the attitudes and behavioral intent of consumers are linked. Additional tests showed that there is an interactive effect between these two variables. However, there is no relationship between the extension of the HEPCO nut brand and the perceived fit and between perceived quality and consumer attitudes.

Keywords

Brand Enhancement Evaluation, Perceived Quality, Felt Fit, Consumer Attitudes to Brand Expansion, Behavioral Intensions, Parent Brand Evaluation.

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