Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market

Abstract

A cross-sectional field study of 362 individuals was conducted to explore the factors affecting purchase intentions among FMCG consumers of Pakistan. Variables namely brand image, product quality, product knowledge, product involvement, product attributes and brand loyalty were studied as determinants of consumers’ purchase intentions and were found to have a positive association with purchase intentions. Implications for these results for marketers are discussed in the final section and recommendations are proposed as well.