Losing Glow of FMCG Brands(A Sustainability Challenge for FMCG Sector)( A Pilot Research Conducted in Vidarbha During April-19 to August-2019)
Aniruddha Bodhankar
Dr. Aniruddha Bodhankar, Associate Professor, Dr. Ambedkar Institute of Management Studies & Research, Nagpur (Maharashtra), India.
Manuscript received on 28 September 2019 | Revised Manuscript received on 10 November 2019 | Manuscript Published on 22 November 2019 | PP: 1315-1318 | Volume-8 Issue-6S3 September 2019 | Retrieval Number: F12300986S319/19©BEIESP | DOI: 10.35940/ijeat.F1230.0986S319
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: It has seen that FMCG consumers are becoming indifferent towards the essential categories of the brands. Such brands have become undifferentiated in their minds. The concept of brands is getting redundant in their minds for products from essential categories like Soaps, Tooth Paste, Detergents, Confectionary, Salty Snack Food, Chocolates etc. This can prove to be a big sustainability challenge for the brand members from essential categories of FMCG brands. The researcher empirically observed during his visits to various retail outlets both from urban & rural areas during his observational research that the FMCG consumers are getting confused about purchasing a specific brand of routine FMCG product. They buy either any brand considering that all brands are same or buy a product due to the available offers. The higher the offer is the more would be the temptation of buyers toward them. If not then the buyers try to go for still available economical option or at last will go for smaller pack size. If nothing is available then only they will buy top branded FMCG product. This research tries to ascertain this fact and tries to measure the shift (if at all is there) in quantitative terms.
Keywords: Brand Redundancy, Essential Brands, Mass Brands, Undifferentiated Brands.
Scope of the Article: Social Sciences