To Study Success of Brand Recognition Strategies Among Consumers of FMCG Industry in Ahmedabad City.

Abstract

This research explores the success of brand recognition strategies among consumers in the FMCG sector, focusing specifically on chocolate brands in Ahmedabad city. The study aims to understand how gender influences brand familiarity with four prominent chocolate brands: Cadbury, Nestlé, Ferrero Rocher, and Amul. Using a quantitative approach, data was collected through surveys from a diverse sample of consumers in Ahmedabad. The findings reveal that gender has a statistically significant association with brand recognition for some brands, such as Cadbury, Nestlé, and Amul, while no significant relationship was found for Ferrero Rocher. The study suggests that while gender may influence brand familiarity to some extent, other factors such as product quality, marketing strategies, and brand equity play a more critical role in shaping consumer recognition. The weak associations observed across the brands indicate that FMCG companies should adopt multi-dimensional strategies that consider not only gender but also other demographic, psychographic, and cultural factors. This research highlights the need for marketers to move beyond traditional gender-based segmentation and focus on delivering high-quality products, building strong brand equity, and leveraging digital marketing techniques to engage a wider audience. Overall, the study contributes to a deeper understanding of the dynamics of brand recognition in emerging markets and provides practical recommendations for FMCG companies looking to enhance their marketing strategies.