ANTHROPOMORPHISM AND ITS EFFECTS ON PEOPLE S ATTITUDE TOWARDS THE BRAND - FMCG SECTOR IN PAKISTAN

Abstract

Purpose of the Study: The study aim to analysis the use of the concept of brand anthropomorphism in FMCG market of Pakistan. Beverage. Soap and Biscuit which are FMCG products are the selected FMCG categories for the purpose ofthe study and have the signs of brand anthropomorphism in to gain the market share. In this study customer attitude toward brand anthropomorphism is analyzed and role of the brand anthropomorphism is identified in the development of different brand in mentioned FMCG categories. Research Method and Sampling: During this study a sample of two hundred respondents have been selected to make the results significant and authentic. The market which are selected for this thesis study have literate customer to make the concept easily understandable to them and get significant responses. Each market is visited and responses are collected on the questionnaire. Along to this. Salesmen are also approached to support the observations. To analyze the dataexploratory factor analysis is employed. Three FMCG groups are selected during study which includes biscuit. Soap and beverages. Each group is analyzed on factors to understand the impact of brand anthropomorphism on brand development and its impact on consumer attitude in FMCG market. In addition, the study is aimed to support farther researches within the field. Finding of the Research: It is found during this thesis study that there is significant impact of brand anthropomorphism in FMCG market of Pakistan based on selected categories such as beverage, biscuit and soap. In case of beverage it is found that shape ofthe bottle have significant role in brand development. In case of biscuit it is found that animated shape and animated character have significant role such as Prince biscuit and Glucose. Similarly, in case of soap shape and attachment of animated character is significant. This overall shows that there is positive part of brand anthropomorphism in brand development and attracting the attention of customers. Practical Implication of the Research: There is no significant amount of work is done on brand anthropomorphism in Pakistan therefore this study works as a foundation and open new dimensions for farther studies. In addition, this study support marketers to farther develop the different dimension in respect of particular category to support the brand using the concept of anthropomorphism in FMCG industry of Pakistan.