THE IMPACT OF REBRANDING ON CUSTOMERS PURCHASING INTENTION IN INDIA; FMCG SECTOR

Abstract

The goal of branding is to leave a lasting impression on consumers by differentiating a firm or its products from those of its rivals. The thoughts of consumers. A corporation may have a big influence on the business climate in a market that is competitive by developing its own brand. Branding is a crucial part of any FMCG company as it defines their consumer and helps in segmenting their target consumer. Once a company has set its base and post developing a good consumer base, when the company feels the need to rebrand themselves as a new evolved organization due to many factors that we study further in the research. The organization needs to rebrand themselves to attracted a larger segment and position their organization differently. Different factors lead to the rebranding of the FMCG category, they most common is to define themselves in a better manner through visual, physical, product, brand loyalty, price point. They can position themselves in a better and clear manner for their consumers to relate more. In business to consumer marketing the organizations need to focus on the fact that if the consumer does not relate to the product or there is no brand recall, the product will not be sold. Due to the short shelf life, products need to be sold at a good pace. Meeting the need of the consumer with the help of the product focusing on the location and the demand and opening multiple stores to meet the supply is a crucial for any FMCG organization. They can sell their product via different vendors or open their own stores. McDonalds is our focus to understand their latest rebranding and adding the McCafe with new interiors. Many factors show that McDonalds market share is 40% in the FMCG sector making them a market leader as compared to Burger King, Wendy’s etc. McDonalds opened their café to cater to a larger consumers post the opening of many coffee shops in India. They reckon that India has a large coffee market. Selling coffee at cheaper rates and introducing other beverages along with it can attract consumers and make them shift from Starbucks or Tim Hortons. With their different type of offerings, they attracted a larger consumer base from adults to kids. Kids have been attracted with a party zone where they provide space for birthday parties and is a major attraction point for them. McDonalds also has a mobile application for providing discounts on meals and providing different free items on a purchase of x amount which differs from time to time. As it is a fast moving good, they also have the facility of drive through for easy on the go food. Their large attractive M sign outside each store is the focal point, as a kid the only way one could get to know there is an eatery close by is because of that sign that stand tall and does not fail to attract many consumers. This research demonstrates how customer choice in the Indian fast-food business rebranding and evaluating its factors is very important. We collected the opinions of 112 customers on McDonald's. Using quantitative methods to create hypothesis as per vi the different variables which have been found. The hypothesis is testing using the p test to evaluate the questionnaire which has been filled. The research is divided intort four sections. The research problem is stated in the first section. The study proposed framework and hypothesis are detailed in the second section. The third section covers the research methodology used, a discussion and the study implications. Finally, a conclusion is reached, limitations are identified and recommendations for further research is made. Chi-Square testing has been done to analyze the dependency of the variables. Whether the null hypothesis is rejected or failed to reject. In this if the Chi Square critical value is smaller that would imply that there is a dependency of one on the other variable. For the chi-square testing results SPSS was used to get the fruitful information which lead us to the result and hypothesis.