• Kamana
• Prof. Mohammad Tahseen Burney

Consumers’ Brand Preference is important factor in retailing for retailer. Brand preference is associated to brand choice, which can facilitate consumer decision making process and motivate brand Purchase/Sale. Retailer has a great interest to recognize how consumers form their preferences towards a specific brand knowing the pattern of consumer preference across the population is typical input for design and developing innovative marketing strategies. It reveals the heterogeneity of consumer choices leading to efficient marketing segmentations strategies. The cultural, social, psychological and personal factors of consumers lead to the preference of consumer products. It is important to known consumer preference towards FMCG products to understand the reasons why people prefer to buy particular brand. The researcher aims to study Consumers’ Brand Preference towards FMCG products with reference to modern retail outlet in Delhi NCR. Researcher conducted survey with the modern retail buyers for FMCG products. The survey was done with 3000 customers only. The researcher observed that most of the customers around Delhi NCR were satisfied with the FMCG products irrespective of brands. Whereas they expect customer services to be improved. The customers give more preference towards the price of the product followed by the product quality, co-brand, Brand Multi variety, hygienic and protective etc. So, it also guides the retailer to understand their customer requirement and their satisfaction towards the FMCG products and services. In general, the study reveals the attributes of the customers brand preference towards the FMCG products and services. Using the spss to assessment of statistical calculations

brand, heterogeneity, FMCG, Segmentation

"A Study on the Consumers’ Brand Preference towards FMCG product with Reference to Modern Retail Outlets in Delhi NCR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.1110-1115, April-2019, Available :http://www.jetir.org/papers/JETIR1904R66.pdf

"A Study on the Consumers’ Brand Preference towards FMCG product with Reference to Modern Retail Outlets in Delhi NCR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp1110-1115, April-2019, Available at : http://www.jetir.org/papers/JETIR1904R66.pdf