A Study on Perception of Brand Extension by FMCG Consumer in Ahmedabad

 

Kalpesh Prajapati¹, Dr. Viral Bhatt²

¹Research Scholar, Indus University, Ahmedabad

²Director, SAL Institute of Management, Ahmedabad

 

ABSTRACT:

The cost of introducing an entirely new brand is often very high, accompanied by the risk of the failure of new brands in a crowded market. These factors encourage companies to use brand extensions, particularly in the FMCG segment, to leverage the brand capital of the parent Brand. This research study examines in detail the perception and behaviour of the consumers of Ahmedabad in the direction of brand enhancements in the FMCG Segment. The study also seeks to identify the factors influencing consumers to accept brand enhancements in the FMCG Segment. The hypotheses developed for this empirical study were tested statistically with the help of SPSS version 16. Factors such as the perceived similarity and the fit between the parent brand and its extended brand, the reputation of the mother brand and its impact on the extended brand, the nature of the Ahmedabad consumers-whether they perceive the perceived risk of new brands Or not, have been critically investigated in the research Study. The study is based on a primary survey covering all 141 stations under the Ahmedabad Municipal Corporation in order to maintain the overall visibility, perception and acceptance of brand enhancements in the FMCG Segment.

 

 

 

INTRODUCTION:

The strategy of brand expansion is a very widespread mechanism in brand Management. This strategy is used extensively in the field of FMCG (fast moving consumer goods). The history of brand expansion can be traced back to the 1960s. gamble, 1967 [1] in his study, the application of the brand expansion strategy was mentioned in the 1960s. The concept of brand expansion began to become popular in the 1980s.

 

Brand concept is defined as the image that a consumer thinks when exposed to a particular brand, chung, anna, and margo, 2001 [2]. The brand expansion encompasses the use and application of the established core brand name on new products in order to preserve the equity of the original brand and also to capture new and unexplored market Segments. Dr. Edward Tauber, 1988[3], who has produced the term brand extension, has been looking at brand expansion as "a key to the successful expansion of a brand" as a strategic tool, not just as a new product. "given the difficulty of bringing a new brand to market with rising costs and increasing competition, the popularity of brand extensions is Understandable. Some of the applications and features of brand extensions Include:

(i)      Supply a new product with a competitive advantage.

(ii)    To enable greater efficiency through brand-wide advertising and promotions, which makes it Inexpensive.

(iii)  Strengthening consumer awareness of newly introduced BRANDS.

(iv)   Familiarity with the brand and therefore offers a less risky way to a new product category and attractiveness on the Market.

(v)    Support in the definition of a newly established brand in the minds of consumers, which in future will help the Expansions.

(vi)   The possibility of redefining and revitalizing declining BRANDS.

(vii) The separation of a mark from a product at the end of its life cycle.

 

The discipline of brand expansion is discussed by many authors, such as Aaker, 1991 [4]; Kapferer, 2004 [5]; Kim and Lavack, 1996 [6]; Nijssen, 1999 [7]; De Chernatony, 2003 [8]; Grime and smith, 2002 [9]; Kotler and armstrong, 2006 [10], who in their studies analyze the process of brand expansion with the strategy of brand Expansion. When companies decide to move to new product categories, they are faced with the choice of introducing a new brand or extending an existing brand. The advantage of a brand expansion strategy is that, given that the existing brand enjoys a certain level of brand awareness, it is less expensive. It is likely that a customer will prefer to try a new product from a well-known brand name as a new brand, as a study by Swaminathan Et. al, 2001 [11].

 

Indian FMCG Sector and Brand Extension Strategy:

With more than 1 billion inhabitants, India is one of the largest economies in the world in terms of purchasing power and increasing consumer spending, only in addition to CHINA. The FMCG sector is the fourth largest sector in India with an estimated market size of around 2 Trillion. Over the last five years, the average growth in the FMCG sector has accelerated at a combined rate of 17.3% per year in line with the IBEF report 2013 [12]. The FMCG sector in India is characterised by a strong presence of global players, competition between organised and unorganized sectors, a good distribution network and low operating Costs. The country has relatively cheaper labour costs with sufficient raw material supply. Food and personal care put together two-thirds of the Industry's turnover. Around 1.9% of total FDI inflows in the country in April 2000 to September 2012 were in this Sector. With the changing lifestyle and the increasing demand of consumers, the Indian FMCG market is expected to $80 billion US $ to 2026. The Indian FMCG sector is heavily fragmented with many unorganized players and is volume driven with low profit margins. The growing popularity of organised retailing is expected to drive the growth of the FMCG sector in the Future. In addition, there is untapped market potential in rural areas. According to IBEF Report 2013 [12], The segmental dissolution of the market share of the FMCG sector in India is as Follows: Food and beverage 53%, Body Care 20%, Tobacco 15%, Household Care 10% and lighting 2%.

 

An enormous demand for existing products encourages more FMCG players to expand their existing brand and also expand their product portfolio. In order to increase their market share and maintain long-term growth, to avoid the risk of a new brand failure and to achieve cost efficiency, most FMCG companies are going for the brand expansion strategy. The existing reputation of the parent brand contributes to the fact that expansions gain faster market share than new Launches.

 

In the FMCG segment we have seen how "dove" soap (the mother Brand) expands on pigeon shampoo, pigeon conditioner, pigeon hair oil and pigeon moisturizer; "Dettol" antiseptic (the mother Brand) extends to Dettol soap, Dettol tableware Spülgel; "pond's" Cream (nut Brand) expands around the Pond's age-wonder cream; "Amul" Milk (the Mother's Brand) extends to butter, ice cream, chocolate, milk white, curd, cheese, Pizza etc.

 

In the survey report by nielsen, 2012, [13] It was pointed out that brand lines are preferred by brand managers six times more than the introduction of a new brand. The study conducted by Nielsen has also shown that marketing practitioners prefer to expand their existing brands rather than Lanciern a brand new One. The three main advantages are the capital adequacy, the efficiency and the faster takeover by the customers (source: Nielsen report). The Nielsen audit data also showed that the contribution of brand stretching is growing significantly and rapidly and up to 30% in 2011. The contribution to growth is 38% for the respective BRANDS. In addition, the market analysis of Indian FMCG brands showed that the success of the expansion of the existing parent brand is five times higher. The existence of a brand expansion strategy existed three decades ago, and it multiplies more in the current economic scenario. As the brand expansion in the FMCG segment is more present, research has been carried out to evaluate the outcome of such a strategy in the FMCG segment, especially in relation to Ahmedabad.

 

Table 1 lists the key players operating in the FMCG segment in India in the year 2017-18. The companies that appear on this list come from the list of top 500 companies according to the annual Economic Times of India survey [14].

 

 

Table 1 Major Players in FMCG Industry in India                                   Year: 2017-18 (Rs. million)

(Source: The Economic Times of India Top 500 Companies in India and Company Annual Reports, 2018).

 

Table 2: Summary of Important Literature

Author(s) / Journal /Source	Major Observations
Tauber E.M. (1981) “Brand Franchise Extension: New Product Benefits from Existing Brand Names”; Business Horizon, vol.24. [15]	To be successful in brand stretching, brand extension should be considered as a strategic tool.
Aaker, David and Keller, K.L (1990) “Consumer Evaluation of Brand Extensions”; Journal of Marketing, vol.54 (January). [16]	Success of Brand Extensions often depends upon certain assumptions about consumer behaviour.
Park, C.W.; Milberg, S. and Lawson, R. (1991) “Evaluation of Brand Extensions, The Role of Product Similarity and Brand Concept Consistency”; Journal of Consumer Research, (September) [17]	Perceived similarity in the consumers mind helps in category extension.
Boush, D.M. and Loken, B. (1991), “A Process-Tracing Study of Brand Extension Evaluation”; Journal of Marketing Research, vol.28. [18]	Brand Extension is the better way to achieve growth in the cost controlled world.
Thamaraiselvan, N. and Raja, J. (2008), “How do Consumers Evaluate Brand Extensions - Research Findings from India”; Journal of Services Research, vol.8 , Issue 1. [19]	How do consumers evaluate brand extensions in the Indian market - an empirical study.
Loken, B. and John, R.D. (1993), “Diluting Brand Beliefs : Where Do Brand Extensions Have a Negative Impact?” Journal of Marketing, vol.57 (July).[20]	Failure of Brand Extensions will have negative effect on core brand and may result in dilution of parent brand's image.
Franziska Volckner and Henrik Sattler (2006), “Drivers of Brand Extension Success”, Journal of Marketing, vol.70 (April). [21]	The empirical analysis considered the direct relationship between success factors and extension success.
Apostolopoulou, A. (2002), “Brand Extensions by U.S. Professional Sport Teams; Motivations and Keys to Success”, Sports Marketing Quarterly, vol.11, No. 4. [22]	The paper established six key factors for successful extension of brand.
Pitta, A. and Katsanis, P.L. (1995), “Understanding Brand Equity for Successful Brand Extension”, Journal of Consumer Marketing vol.12. [23]	The paper brings out the difference between line and category extensions.
Chen, C.H. Chen, (2000), “Brand Dilution Effect of Extension Failure - A Taiwan Study”, Journal of Product and Brand Management, vol. 9(4). [24]	The study conducted in Taiwan, established that the extended brand is perceived as cannibalizing the parent brand by eating into the total sales of the parent brand.
Ries, A.L. and Trout, T. (1986), Positioning “The Battle For Your Mind” (1st Ed), New York, McGraw Hill. [25]	The book stated that even if the brand is used congruously, the success to extend a brand would be at the expense of the parent brand.

 

LITERATURE REVIEW:

In the last three decades, a considerable amount of literature has been developed. In this study, more than 70 scientific articles, search books and research reports were mentioned. The review of the literature, which is partly summarised in table 2, included the following areas:

·       Determining brand and its meaning.

·       Brand Enhancement: types, advantages, risks, relationship to brand Value.

·       Brand retention and consumer perception of brand Expansion.

·       Study on brand expansion in the FMCG Segment.

 

Research Gap:

·       FMCG segment in india, which is one of the largest emerging economies with a billion inhabitants, is also one of the world's largest economies in terms of purchasing power with a middle-class population of over 500 million.

·       Worldwide, the middle class will expand dramatically by 2020. Over 1 billion new customers are expected to drive consumption patterns Worldwide.

·       FMCG sector has a strong growth momentum in India and Worldwide. In order to meet the growing market demand for new products, FMCG companies are relying on their mother brands to bring new products or variants to Market.

·       The literature survey shows that very few studies have been conducted on the FMCG sector and how consumers perceive brand extensions in this Sector.

·       No comprehensive study was carried out on the result of brand expansion in the FMCG sector in the Indian market, in particular in Ahmedabad.

 

OBJECTIVES OF THE STUDY:

With regard to the above discussions, the objectives that are the focus of the study are the Following.

·       The research study primarily examines the perception and purchasing behaviour of Ahmedabad consumers in relation to products introduced by brand enhancements in the FMCG segment and to find out how Ahmedabad's consumers perceive the brand Expansion of the FMCG Segment.

·       To determine whether demographic factors have an impact on the evaluation of the brand extension by the Ahmedabad consumers in the FMCG Segment. Also to determine whether consumers in Ahmedabad are risk-taker when it comes to buying advanced FMCG Products.

·       Identify the factors that affect consumers in order to accept brand extensions in FMCG Products.

 

RESEARCH METHODOLOGY:

The research methodology adopted for the implementation of this research study includes both exploratory and empirical Work. The exploratory study is based on the findings of books on this subject, written by various authors, articles published in magazines, magazines, magazines, newspapers and web Materials. The study has also taken up figures and facts from government sources and annual reports from FMCG Companies. A theoretical framework was developed for the research Study. The empirical part is based on the questionnaires created and distributed among Consumers.

 

Development of questionnaires:

The questionnaire was developed to serve the purpose and objectives of the STUDY. The questionnaire for consumers was divided into two sections-demographic data and technical data (I.E. subject-related data). Since brand and brand enhancement aspects are related to the perceptions, emotions and associations of consumers, the demographic factors for this study are Important. The technical questions in the Ahmedabad Consumer survey questionnaire are largely structured, with multiple choice questions, some of which have been framed by the use of Likert-5-point scale, wherever necessary.

 

Reliability and internal consistency of the questionnaire:

The Consumer survey questionnaire was evaluated by testing reliability and internal consistency using SPSS. Cronbach's Alpha is used as a measure of internal consistency, i.e. all elements within the instrument measure the Same. The closer the alpha value is to 1.00, the greater the internal consistency of objects in the instruments to be valued.

 

The formula for determining Alpha uses the number of elements in the scale (k) and the average correlation between the pairs of objects. The Cronbach's Alpha for the questionnaire worked out at 0.832, which is very close to 1. therefore, the questionnaire is reliable and internally consistent.

 

 

The questionnaire from the Consumer's point of view consisted of 30 questions, of which 13 questions relate to biographical or demographic aspects. The balance 17 questions are technical questions that use the Likert 5-point scale and Dichotorone Scales. The questions are formulated in such a way that the research objectives are Addressed.

 

Sample selection, survey and data collection:

Determination of sample size:

As the brand expansion survey in the FMCG segment was conducted in Ahmedabad, the geographical boundary was considered according to the city limits of Ahmedabad, as determined by the stations under the Ahmedabad Municipal Corporation (kmc). The area under KMC consists of 141 stations grouped under 15 Districts.

 

According to the census data report, 2011 [26], which was issued by the Indian government, the Ministry of interior, the population of Ahmedabad is in 2011 at 4,496,694 numbers, The male and female population 2,356,766 and 2,139,928 Numbers. In order to make the sample as representative as possible, the survey was conducted in such a way that respondents from all 141 stations were involved. first, information was collected from KMC and some district offices to identify the stations and the location/area below each Station. The questionnaires were managed by the respondents of the Stations. 15 questionnaires for each station were distributed, and the number of valid responses varied between 6 (at Least) and 13 (maximum) per station used for the purpose of this study. The eastern part of Ahmedabad covers the smallest number of stations. The random sample was used in the Survey. The final usable sample size for the research work analysis included 1041 valid respondents covering all 141 stations in Ahmedabad.

 

In this research study, the sample size is 1041, which is much higher than the required sample size of 384 at 95% confidence level, with 5% error rate and 50% reaction Distribution. Even at 99% confidence level with 5% error rate, the sample size would have been 663, which is well within the research stitch size of 1041. This larger sample size of 1041 has resulted in all 141 stations being covered to make the sample as representative as Possible. As stimuli, the present study has taken into account eleven well-known brands that have extended to various products.

 

Data Analysis and Interpretations of Research Findings:

The demographics and the technical analysis of the survey have given the necessary inputs to understand the perception and evaluation of brand expansion strategies in the FMCG segment by the Ahmedabad Consumers. The primary aim of the research is to examine the perception and purchasing behaviour patterns of the Ahmedabad consumers in terms of product launches through brand enhancements in the FMCG Segment. Exploratory research provided valuable insights into consumer attitudes towards brand Expansion. On the basis of the literature study, the following hypotheses were established

 

H₁: Similarity and fit between the parent brand and extended brand are important for consumers' evaluation of brand extension in FMCG segment.

H₂: Reputation of the parent brand influences the consumers to buy extended brand of FMCG product.

H₃:   Ahmedabad consumers are low risk takers.

 

In the present study, the Crosstabulation analysis was taken into consideration, since the variables are categorical in Nature. A crosstabulation is a common frequency distribution of cases based on two or more categorical variables. The representation of a distribution of cases according to their values on two or more variables is referred to as emergency table analysis and is one of the most commonly used analytical methods in the social Sciences. The joint frequency can be analyzed with the chi-square statistic (x2) to determine whether the variables are statistically independent or whether they are associated. If a dependency exists between variables, other indicators such as Cramer's v, phi, gamma, and so on can be used to describe the degree to which the values of a variable are associated or vary with those of other Variables.

 

Hypothesis Testing: H₁

To find out the joint frequency, cross Tabulations analysen were carried out between the Variables. The common frequencies were analyzed by the chi-square statistic (X²) to determine whether the variables are statistically independent or whether the variables are Associated. Table 3, gives a summary of the Analysis.

 

Interpretation of the findings:

from table 3 It was found that a large proportion of the respondents from Ahmedabad, who are loyal consumers, regularly buy branded products and buy follow-up brands of the mother's brands, feel similarity and fit. Between parent brands and their extended brands are very important. There is a strong association between the variables, 1, 2, 3, which is mentioned in table 3 above, Cramer's v is calculated as 0.592, 0.519 and 0.526. The calculated value of Pearson's chi-squared values for 1, 2, and 3 are 464.99, 380.62, 388.18 with a p-value of < 0.001 show that the result is significant and the variables are not independent of each other.

 

This applies irrespective of age, income, gender and occupation, since in all cases the p-values < 0.001. occupation/occupation has, however, close connection with the similarity between parent and extended brand. age, income and gender have a moderate relationship to the similarity Factor.

 

 

Table 3 Summary of Analysis of Frequency Tables, Cross-Tabulations and Chi-Square Test for Independence of Attributes. Cramer's V to measure Degree of Association.

Cross Tabulation	Chi-Square Value	df	p-Value	Cramer' V
1. Do you think similarity between Parent Brand and Extended brand is important? * Do you always buy branded products?	464.99	3	<0.001	0.592
2. Do you think similarity between Parent Brand and Extended brand is important? * Are you a loyal customer for the Branded products you buy?	380.62	2	<0.001	0.519
3. Do you think similarity between Parent Brand and Extended brand is important? * Do you purchase follow up (extended) brands?	388.18	1	<0.001	0.526
4. Do you think similarity between Parent Brand and Extended Brand is important? * family Income	29.77	4	<0.001	0.138
5. Do you think similarity between Parent Brand and Extended Brand is important? * Gender	41.22	1	<0.001	0.173
6. Do you think similarity between Parent Brand and Extended Brand is important? * Age	44.57	7	<0.001	0.182
7. Do you think similarity between Parent Brand and Extended Brand is important? * Profession / Occupation	200.46	5	<0.001	0.311

 

Table 4 Similarity between 11 FMCG parent brands and their extended brand using Pearson's Chi-Square test

 

Table 4 shows how the consumers of Ahmedabad think that the aforementioned FMCG products are similar to their parent brands. In most cases, you think that the existence of similarities between parents and extended brand products is calculated at P-value < 0.001 is Important.

 

Therefore, Image similarity between Parent Brand and Extended Brand is very important and proved to be significant (First Hypothesis).

 

Hypothesis Testing: H₂

A summary of the analysis of Cross-Tabulations and Chi-square-test for the independence of attributes and Cramer's v to measure the degree of association is given in table 5. It was found that in all 1, 2, 3, 4, 5 cases indicated below, RUF influenced the Brand's loyal consumers of Ahmedabad to buy mother Brand extended Product. The consumers of Ahmedabad, who think similarity and fit between parents and extended brands, are important to buy also advanced products because of the reputation of the mother Brand. The reputation of the mother brand is important for safety and security and for the purchase of follow-up brand. All variables are not independent of each other, P-value shows < 0.001. The variables are closely related because it was observed in the value determined in Cramer's v.

 

If the 11 FMCG parent brands and their extended brands cross the parent brand variable "reputation", which will influence consumers to purchase the follow-up brand, the following results will result (table 6)

 

Interpretation:

The reputation of the mother brand has influenced the respondents to buy follow-up brand. Ten of the FMCG products with the exception of pond's, as shown in Table 6 above, show that the reputation of the mother brand makes them to buy their extended products, P-value < 0.05 (except pond's, p-value < 0.095). This suggests that the reputation of the FMCG parent brands affects consumers to buy their extended products. therefore, It can be concluded that "the call of the mother brand" affects consumers to buy extended product (second hypothesis).

 

Table 5

Cross Tabulation	Chi-Square Value	df	p-value	Cramer' V
1. Do you think reputation of the parent brand influences the decision to buy follow up brand? * Do you always buy branded products?	245.08	3	<0.001	0.374
2. Do you think reputation of the parent brand influences the decision to buy follow up brand? * Are you a loyal customer for the Branded products you buy?	347.38	2	<0.001	0.488
3. Do you think reputation of the parent brand influences the decision to buy follow up brand? * Do you think similarity between Parent Brand and Extended Brand is important?	273.33	1	<0.001	0.408
4. Do you think reputation of the parent brand influences the decision to buy follow up brand? * Is it safety and security that drives you to buy known/ reputed brand?	341.93	1	<0.001	0.482
5. Do you think reputation of the parent brand influences the decision to buy follow up brand? * Had the follow up brand being known differently than the mother brand then also reputation of the parent brand influences you to buy that?	245.22	3	<0.001	0.374

 

Table 6

 

Hypothesis Testing: H₃

Table 7

Cross Tabulation	Chi-Square Value	df	p-Value	Cramer' V
1. Is it safety and security that drives you to buy a known and reputed brand? * Do you always buy branded products?	249.9	3	<0.001	0.38
2. Is it safety and security that drives you to buy a known and reputed brand? * Do you purchase follow up (extended) brands?	207.56	1	<0.001	0.307
3. Is it safety and security that drives you to buy a known and reputed brand? * Do you think reputation of the parent brand influences the decision to buy follow up brand?	341.92	1	<0.001	0.482
4. Is it safety and security that drives you to buy known/ reputed brand? * When you see or hear of an extended brand of a parent brand do you always try it out?	211.98	2	<0.001	0.282

Interpretation:

it can be seen from table 7 that the majority of respondents buy well-known and reputable brands for safety and Security. They do not experiment with the new Products. They try out follow-up brands from the renowned mother brands for safety and Security. The P value in all cases in the preceding table came to < 0.001, indicating that the variables are not independent of each other. The v-values of Cramer also indicate that there is a close relationship between the choice of a known brand to avoid perceived risks. therefore, the Ahmedabad consumers are riskless, because they stick to well-known brands in order to avoid uncertainties in new brands and thus accept the third Hypothesis.

 

CONCLUSIONS:

The consumers of Ahmedabad are very strong brands and they stick to the brands they like and enjoy the Most. The retail offers and displays occasionally cause you to change to new brands, but usually you don't experiment much with the new BRANDS. But the consumers of Ahmedabad usually do not experiment Much. That is why the Ahmedabad consumers are Low-risk. This phenomenon exists regardless of age, income group and Gender. however, try out the Brand's expanded FMCG product. The reputation of the mother brand also has a positive effect on consumers ' minds. The stronger the mother brand, which is easier for you to Expand. The image similarity and the category match between the parent brand and the extended brand is very important. They find similarities between parents and extended brands that help them connect with the new Products. How to observe is pond cream (mother Brand) has less similarity with pond powder and not accepted by the Respondents.

 

LIMITATIONS:

·       The study is limited to Ahmedabad only. The perception of consumers is therefore limited only to the consumer of Ahmedabad. therefore, The result may vary in other parts of the Country.

·       Only 11 FMCG products were taken into account in the Survey. There are many FMCG products on the Market.

·       The study included 141 Stations. But the people who come to Ahmedabad for jobs or other purposes, but remain outside Ahmedabad, have been ignored.

 

REFERENCES:

1.      Gamble, T. (1967): “Brand Extension, in Plotting Marketing Strategy”, Interpublic Press Books, New York.

2.      Chung, K.M., Anna, M.L., and Margo, S. (2001): “Consumer evaluations of vertical brand extensions and core brands”. Journal of Business Research, vol. 52(3), pp 211-222.

3.      Tauber, E. (1988): “Brand Leverage: Strategy for growth in a cost control world”. Journal of Advertising Research, Vol.28(4), pp 26-30.

4.      Aaker, David, A., (1991): "Managing Brand Equity: “Capitalizing on the value of a Brand Name”; The Free Press; New York.

5.      Kapferer J.N. (2004): “The New Strategic Brand Management; Creating and Sustaining Brand Equity Long Term”; Kogan Page Limited.

6.      Kim, Chung, K. and Lavack, Anne, M. (1996): “Vertical Extensions: Current Research and Managerial Implications”, Journal of Product and Brand Management, Vol.56, pp 24-37.

7.      Nijssen, E.J. (1999): “Success Factors of Line Extensions of FMCG”; European Journal of Marketing, 33 (516),pp 450-469

8.      Chernatony, L. de., Hem, L.E., and Iverson, N.M. (2003): “Factors influencing successful brand extensions”. Journal of Marketing Management, vol.19, pp 781-806.

9.      Grime I., Diamantopoulos A., and Smith G. (2002): “Consumer Evaluations of Extensions and Their Effects on Core Brand”; European Journal of Marketing, 36 (11/12), pp 1415-1438.

10.   Kotler, P.G., Amstrong, H.A., Swee, M.L (2006); “Principles of Marketing- An Asian Perspective”, 11^th Edition, Prentice Hall.

11.   Swaminathan, Vanitha, Fox, Richard J., Reddy, Srinivas K., (2001): “The Impact of Brand Extension Introduction on Choice”, Journal of Marketing, Vol. 65 Issue 4, p1-15.

12.   IBEF Report, 2013.

13.   Nielsen's Survey Report, 2012.

14.   The Economic Times of India, Top 500 Companies, 2013.

15.   Tauber, E.M. (1981): “Brand Franchise Extension; New Product Benefits From Existing Brand Names; Business Horizon, Vol.24, pp-36-41.

16.   Aaker, David, A, and Keller, K.L., (1990): “Consumer Evaluation of Brand Extensions”; Journal of Marketing; vol. 54 (January); pp 27-41.

17.   Park, C.W., Milberg, S. and Lawson, R. (1991): “Evaluation of Brand Extensions, the Role of Product Similarity and Brand Concept Consistency”; Journal of Consumer Research, (September), pp-193.

18.   Boush, D.M. and Loken, B. (1991): “A Process- Tracing Study of Brand Extension Evaluation”, Journal of Marketing Research, Vol. 28, pp-16-28.

19.   Thamaraiselvan, N. and Raja, J. (2008),: “How do Consumers Evaluate Brand Extensions -Research Findings from India”, Journal of Services Research, Vol. 8 Issue 1, pp 43-62.

20.   Loken, B and John, R.D. (1993): “Diluting Brand Beliefs; Where Do Brand Extensions Have A Negative Impact?” Journal of Marketing, 57 (July), pp 71-84.

21.   Franziska Volckner and Henrik Sattler (2006): “Drivers of Brand Extension Success”, Journal of Marketing, Vol. 70, pp 18-34.

22.   Apostolopoulou, A. (2002): “Brand Extensions by U.S. Professional Sport Teas, Motivations and Keys to Success”; Sports Marketing Quarterly, Vol. 11, No.4.

23.   Pitta, A and Katsanis P.L. (1995) : “Understanding Brand Equity for Successful Brand Extension”; Journal of Consumer Marketing 12 (4) pp 51-64.

24.   Chen, C.H. Chen. (2000): “Brand Dilution Effect of Extension Failure- A Taiwan Study”; Journal of Product and Brand Management, vol. 9(4), pp-243-254.

25.   Ries A.L. and Trout T. (1986): “Positioning The Battle For Your Mind” (1^st Ed), New York, McGraw Hill.

26.   The Census Report, Government of India, 2011.

 

 

 

 

Received on 31.10.2018         Modified on 24.12.2018

Accepted on 18.01.2019      ©AandV Publications All right reserved