THE INFLUENCE OF BRAND FACTORS ON CONSUMER PURCHASE DECISIONS IN THE FMCG SECTOR - A STUDY

The study explores the impact of brand factors on consumer purchase decisions within the FMCG sector, focusing on household care products. A quantitative research design was employed, utilizing data collected from 120 respondents through a structured questionnaire. The study investigated various brand factors, including brand image, reputation, product quality, pricing strategies, and social proof, using Linear Regression and Exploratory Factor Analysis (EFA). The findings indicate that advertising and price are the most influential factors in shaping consumer behavior, with advertising showing a particularly strong effect. Product quality and social proof also play significant roles in consumer decision-making. The EFA reveals strategic components essential for enhancing brand visibility and differentiation, such as targeted advertising and highlighting unique product features, alongside internal brand development strategies like resource pooling for product development and updating brand visual identity. These insights emphasize the need for effective branding techniques and strategic innovation to align marketing strategies with consumer expectations and improve market positioning.