Main Article Content
Abstract
Fast Moving Consumer Goods (FMCGs) as the name goes, these are products that are low priced and quickly sold in the retail counters. At the same time these products are frequently purchased by the consumers as per the day to day needs and usage of the products by the buyers and their family members. This article attempted to assess the FMCG consumers’ awareness towards parent and extended brand attributes. The study also aims to explore the influence of parent brand on the quick acceptance of extended brand by the potential consumers. The study inferred that consumers’ awareness towards brand trust and emotional appeal created by parent brands easily supports the manufactures in creating more awareness on the extended brands. The study confirmed that FMCGs consumers’ attitude about parent brand significantly influences the selection of extended brands by them. Elaborate data analysis revealed that feel of trust established with the parent brand have mostly influenced the consumers to buy or select buying extended brand. At the same time, it has been inferred that consumers pay less attention to compare the product quality of extended or its price with the parent brand, due to existence of trust with the parent brand, reputation of manufacturer and their long existence in the Indian market.