BRAND ELEMENTS AFFECTING THE

CONSUMER PURCHASE DECISION OF

FAST-MOVING CONSUMER GOODS
(FMCG) PRODUCTS

PREPARED BY JAWWAD
HUSSAIN
RESEARCH PROJECT 1

INTRODUCTION
Now a day, consumer use branded FMCG product
as compare to local FMCG. each product has its
own motivation to purchase. Brand element plays
an important role in the decision to purchase
FMCG. FMCG are those goods which is use for
short period of time such as daily, weekly,
monthly, yearly. Consumers make a number of
assumptions regarding different FMCG like frozen
food, spices, household appliances, cosmetics &
skin care products, surgical instruments, personal
care etc. it is found that consumer perceived
television commercials, print ads to purchase the
FMCG.

SPECIFIC PURPOSES

The specific purpose of this research is to

compare the Shan and National food spice brand
and to investigate about whether the quality,
ingredient, price, brand name, brand impression,
and quantity
effects the consumer purchase
decision.

LITERATURE REVIEW
Many papers have been written national and international
level related to this topic of research. Some related
research are as follows.
Name of author

Research name

year

Md. Abbas ali, Venkat Ram

Raj

Factors Influencing
Purchase of FMCG by
Rural Consumers in
South India

2012

Firoozeh Fouladivanda,
Maryam Amini pashandi

The effect of Brand Equity

on Consumer Buying
Behavior in term of FMCG
in Iran

JANUARY 2013

Name of author

Research name

year

Pradeep Kumar Pillai,

Shanmugan Joghee

Brand Influence on
Buying FMCG Products
in UAE

2013

Dr. Mohamed
Nasrudeen Dr.
Ramalingam. L.P

Buying Preference of
Rural Consumers
towards
Fast Moving Consumer
Goods

January 2014

RESEARCH METHODOLOGY
DESIGN OF RESEARCH METHODOLOGY
causal- comparative research
Qualitative
Primary research
Random sampling technique
questionnaire
Statistic technique
POPULATION
The total population of Karachi is approximately
20,000,000

RESEARCH METHODOLOGY
SAMPLE SIZE
The estimated verified sample size is 68.
RESEARCH TOOL
Primary data through questioner.
Research instrument is close ended
question.
statistical technique apply in this
research is
anova single factor analysis.
It is used to determine the variable
are affecting or not.

FINDING AND DATA ANALYSIS

Anova: Single Factor

SUMMARY
Groups

Count

Sum

Average

Variance

Gender

68

118

1.735294

0.197542

V1 No of packet

68

214

3.147059

1.351185

V2 Brand impression

68

97

1.426471

0.248244

V3 Brand name

68

106

1.558824

1.593503

V4 Purchasing time

68

184

2.705882

0.479368

V5 PRICE

68

194

2.852941

0.903424

V6 Quantity

68

197

2.897059

0.720588

V7 Ingredient

68

239

3.514706

0.402766

V8 Quality (Taste)

68

96

1.411765

0.24583

V9 Quality (Colour)

68

131

1.926471

0.546752

V10 Quality (Fragrance)

68

102

1.5

0.313433

V11 Quality (Spiciness)

68

176

2.588235

1.43986

FINDING AND DATA ANALYSIS

The result of anova single factor analysis is that all these
variables are perfectly effecting the consumer purchasing
decision and p value shows the validity of this analysis
because p value is less than 1.5. And in this analysis F =
55.29894, and F crit = 1.800547. That it show that the result
is accepted and correct. If the F statistic is less than F
calculated than its shows that questioner is accepted. And if
F statistic is greater than F calculated than the result is
rejected.

FINDING AND DATA ANALYSIS

Brand impression

Brand name

Description

Number of
People

Percentage

Description

Number of
People

Percentag
e

International brand

40

59%

Shan food spices

40

59%

National brand

28

41%

National food spices

28

41%

The above table shows that out of 68 respondent

59% are attracted towards Shan food spices
because it is international brand and on the
other hand only 41% respondent attract National
food spices because it is national brand.

FINDING AND DATA ANALYSIS

Quality
Taste
Description

Fragrance
Percentage
32%
68%
0
0

Description

Excellent
Good
Neutral
Bad

Number of People
13
27
0
0

Excellent
good
Neutral
bad

Number of People
19
21
0
0

Percentage
53%
47%
0%
0%

Very bad

Very bad

0%

Colour
Description

Spiciness

Excellent
Good
Neutral
Bad

Number of People
19
19
2
0

Percentage
48%
47%
5%
0%

Chilly hot spicy

Hot spicy
Neutral
Less spicy

Description

Number of People
15
23
2
0

Percentage
37%
58%
0%
0%

Very bad

0%

taste less

0%

59% respondents out of 68 respondents attract towards

Shan food spices because Quality in terms of taste,
colour, fragrance, spiciness is batter than national food
spices.

CONCLUSION
The comparison of Shan Food Spice and National
Food Spice is resulted that shan food spice are
more batter than national food spice. Anova single
factor analysis is used in this research this analysis
resulted that all the variable are perfectly effect
the consumer purchase decision. The conclusion of
this research is that 59% respondent are attract
towards Shan Food Spice because of their quality,
ingredient, price, brand name, brand impartation,
and quantity. The findings also indicate that
respondent attracts towards brand element.