EXAMINING TAGLINE EFFICACY IN FMCG BRAND AWARENESS AND RECALL
DOI:
https://doi.org/10.29121/shodhkosh.v4.i2.2023.2334Keywords:
Taglines, Brand Awareness, Brand Recall, FMCG Sector, Consumer Perceptions, IndiaAbstract [English]
This research paper examines the efficacy of taglines in enhancing brand awareness and recall within the fast-moving consumer goods (FMCG) sector in India. Utilizing a quantitative approach, a structured questionnaire was administered to a sample of 265 respondents, aiming to gather insights into consumer perceptions regarding the impact of taglines on their ability to recognize and recall brands. The study employs a one-sample t-test for data analysis, revealing statistically significant findings that indicate a strong positive correlation between memorable taglines and both brand awareness and recall. The results demonstrate that consumers perceive taglines as crucial tools for identifying brands while shopping and for aiding their memory during purchasing decisions. These findings underscore the importance of effective tagline development as a strategic marketing component in the FMCG industry. The paper concludes by discussing the implications for marketers and offering suggestions for future research avenues.
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