Fast Moving Consumer Goods Brand Extension Impact On Customer Perception In Melaka

Tan, Bee Ying (2017) Fast Moving Consumer Goods Brand Extension Impact On Customer Perception In Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The cost of launching a totally new product or brand is usually very high accompanied by risk of failure of new brands in an overcrowded market.Therefore,brand extension strategy is used due to its built in advantages.This research examined in depth,the influence that the factors of brand extension bring to customer perception in fast moving consumer goods (FMCG) sector.There were four variables like brand fit,perceived quality,brand familiarity and customer innovativeness,have been used to establish the relationship with the dependent variable (Customer Perception).Questionnaire was developed and distributed to 200 respondents from hypermarket FMCG products’ consumers in Melaka city.In this study,the customer views,perception and acceptability of brand extension in FMCG sector was examined. he hypotheses developed for this study were tested statistically with the help of Statistic Package for Social Science (SPSS) version 22.

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