• Dr Ravi Sidhu.
• Dr Ajit Singh

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. The core aim of this research is to explore the factors that shape the “brand awareness for FMCG products” To study the Brand Awareness of Fast-Moving consumers Goods. The research objectives explore the aspects or the factors that shape the consumer-based brand awareness regarding fast moving consumer goods in urban localities across Punjab perspective.

Consumer Goods, FMCG sector, repetitive purchases, brand awareness.

"BRAND AWARENESS TOWARDS FAST MOVING CONSUMER GOODS (FMCG) ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.649-656, February-2020, Available :http://www.jetir.org/papers/JETIR2002501.pdf

"BRAND AWARENESS TOWARDS FAST MOVING CONSUMER GOODS (FMCG) ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp649-656, February-2020, Available at : http://www.jetir.org/papers/JETIR2002501.pdf