( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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UNDERSTANDING THE ROLE OF BRAND PREFERENCE, IN REPURCHASE INTENTION OF A CONSUMER WITH REFERENCE TO FMCG PRODUCTS

    2 Author(s):  L. MADAN MOHAN, DR. RAJESH VAIDYA

Vol -  8, Issue- 1 ,         Page(s) : 95 - 97  (2017 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Attracting a customer is easy but retaining him is the challenging task. In product category like FMCG, the company cannot be successful until there is a strong repurchases or say repetitive purchases for its products. Like, initially consumers were attracted towards FOGG, the deodorant produced by Vini Cosmetics responding to its advertisement.

1. Richard Elliott, Larry Percy, 2007, Strategic Brand Management, Oxford University Press, ISBN 978-0-19-926000
2. Greg Thain, John Bradley, 2014, FMCG: The Power of Fast-Moving Consumer Goods, First Edition Design Publications Sarasota, ISBN 978-1622-876-48-8.
3. www.dove.com/in/home.html
4. http://www.business-standard.com/article/management/fogg-disrupts-deodorants-114011501176_1.html
5. http://www.thehindubusinessline.com/2004/04/20/stories/2004042002470500.htm
6. http://www.acrwebsite.org/volumes/11859/volumes/ap06/AP-06

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