• Dr.Ravi Sidhu

The challenge of building a strong brand across FMCG sector has long remained a matter of intense research and analysis. Brands in FMCG sector are essential to distinguish and differentiate the goods and service of one manufacturer from another. The brands in FMCG sector (Nijssen, 1999) are more prone to competition than the other sectors like telephony, nutrition and automobiles. Unlike other sectors, FMCG or fast moving consumer goods sector incorporates the consumer packaged goods that are meant for one time consumption. These goods classify as non-durable household goods that could identify as wither cosmetics, toiletries, beverages, packaged foods, candies, over the counter drugs or consumables with lesser shelf life. From consumer perspective (Celen, 2005), these entail frequent and repetitive purchases, shorter shelf life, low cost, lesser engagement and rampant consumption tendency. As per Deloitte study, these goods possess immense potential for mass branding and consistent innovation by product line extensions This section introduces to the exploration of the differences across perceptions of the respondents with regard to individual customer notions and store based contextual aspects. The sub- sections below explore the differences by control variables in order to quantify and ascertain the differences in numerical terms

FMCG, perception, customer notions,consumer goods

"Socio Demographic differences in Perceptions Shaping Brand Awareness", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 7, page no.404-418, July-2017, Available :http://www.jetir.org/papers/JETIR1707070.pdf

"Socio Demographic differences in Perceptions Shaping Brand Awareness", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 7, page no. pp404-418, July-2017, Available at : http://www.jetir.org/papers/JETIR1707070.pdf