Packaging: Its impact on Brand preference for FMCG products in Anantapur City, AP

Hari Krishna Vedururu, K. Satish Kumar


Study analysed packaging characteristics and how these characteristics shows impact of brand awareness for Fast Moving Consumer Goods (FMCG) in Anantapur of Andhra Pradesh. Packaging have many characteristics, among those the researcher have selected packaging color, material, contents on package and convenience for the study. The sample size 149 was selected through simple random sampling technique throughout Anantapur city. By applying pearson correlation model the data had been analyzed. The result after analysis showed that all characteristics (Variables) were positively influencing the brand preference in FMCG industry. 

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