A STUDY ON LINKAGE BETWEEN CUSTOMER BASED BRAND EQUITY AND IT’S ANTECEDENTS IN FMCG MARKET: AN EMPRICAL STUDY IN COIMBATORE CITY

Abstract

Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian economy. FMCG market is expected to grow 5.6% in 2020. The study measured the linkage between customer based brand equity and its antecedents in FMCG market in Coimbatore City. The CBBE model shows the power of brand significantly lies in what customers have seen, heard, felt or availed from the brand over a period of time. The study is mainly rest on primary data. It is collected from the well designed and structure interview schedule. The 283 customers are distributed in Coimbatore city. The validation of variables included in each concept is tested by confirmatory factor analysis through content, convergent and discriminant validity. The present study contributes to an understanding of CBBE phenomena and it’s measurement and antecedents by examining the dimensions of this constructs. The end results give an opportunity to managers to develop a detailed brand equity strategies for their organisation.