2024, Vol. 5, Issue 1, Part C
The influence of cultural factors on consumer perception of FMCG brands: A cross-cultural study in Punjab
Author(s): Dr. Ajit Kaur
Abstract: This research investigates the influence of cultural factors on consumer perceptions of Fast-Moving Consumer Goods (FMCG) brands in the culturally rich context of Punjab, India. The study aims to fill a critical literature gap by exploring the intricate relationships between cultural values, age, gender, and brand perceptions. Employing a cross-sectional survey design, data was collected from 1000 respondents through both online and offline channels. The research assessed cultural dimensions such as individualism-collectivism, power distance, and uncertainty avoidance, and examined their impact on FMCG brand perceptions. Additionally, age and gender variations in brand preferences were analyzed. Statistical Package for the Social Sciences (SPSS) facilitated both descriptive and inferential analyses.Key findings revealed significant associations between individualism-collectivism, uncertainty avoidance, and overall brand perception. Age-related variations indicated diverse preferences across different age groups, while gender-specific brand preferences underscored opportunities for targeted marketing strategies. The regression analysis identified cultural values as key predictors of brand perception, emphasizing the need for culturally informed marketing strategies.Implications for marketers include the importance of adapting strategies to align with cultural values and tailoring campaigns to specific age and gender segments. This research contributes to the broader understanding of cross-cultural consumer behavior, providing actionable insights for the FMCG industry.
Pages: 169-174 | Views: 177 | Downloads: 99
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How to cite this article:
Dr. Ajit Kaur. The influence of cultural factors on consumer perception of FMCG brands: A cross-cultural study in Punjab. Asian J Manage Commerce 2024;5(1):169-174.
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