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1. Introduction
Consumer behaviour can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services. This definition clearly brings out that it is not just the buying of goods/services that
receives attention in consumer behaviour but, the process starts much before the goods have been acquired or bought. The study of
consumer behaviour is the study of how individuals make decisions to spend their available resources (time, effort, money) on consumption related item. It includes the study of what they buy it, where they buy it, how often they buy it and how often they use it.
It is important to know how consumer reacts towards different product features, price, and advertisement, in order to ensure strong
competitive advantage. All of us are consumers. We consume things of daily use. We also consume and buy these products according to our needs, preferences and buying power. In some societies there is a lot of affluence and, these societies can afford to buy in
greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs.
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) that people buy at regular intervals. The most common in this list are toilet soaps,
detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily use of frequent consumption and have a high return. The sector is divided into
two distinct segments - the premium segment catering mostly to the urban upper middle class and the popular segment with prices as
low as 40% of the premium segment. The rapidly growing economy, increasing per-capita incomes, and rising trend of urbanization,
the FMCG market in India is expected to further expand to Rs 1,80,000 crore by 2015. The Indian FMCG sector with a market size
of USD 14.8 billion is the fourth largest sector in the economy. The FMCG market is set to double from USD 14.7 billion in 2008-09
to USD 30 billion in 2012.
To analyse the socio-economic profile of the sample respondents and their shopping pattern.
To assess the factors influencing the consumer to purchase the selected FMCG products.
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2. Review of Literature
C. Muthuvelayutham (2012) in his study titled The Study of Consumer Brand Loyalty on FMCG- Cosmetic Products
with Special Reference to Madurai analyzes the relationship between demographic variables on the brand loyalty of the consumers
and tries to identify the consumers switching factors in respected selected product category. This study is essentially a correlation
study. A randomly selected sample of 600 from Tamil Nadu State, South India, particularly Madurai, Tuticorin, Kanyakumari districts
were selected to analyze. To indicate the amount of correlation between the variables, Chi-square test was used in this study. Results
show that among the variables age, education level and gender have the most significant impact on consumers brand loyalty.
B.V.N.G. Chandrasekhar (2012) in his study Consumer Buying Behaviour and Brand Loyalty in Rural Markets: FMCG,
aims to study brand loyalty of various brands in rural markets and identify the presence and the importance of local brands. The primary data was collected through a questionnaire. This study was conducted on a sample of 60 respondents in the villages satanapalli,
tadipattri and mallapur.
SURESH BHAGWAT (2011) in his e article FMCG Markets to contribute in Indian rural Economy perspective in global
era This study focuses their efforts on empowering the rural consumer with the latest trends and technology and teaches them ways
to improve their standard of living.
GIHAN WIJESUNDERA (2010) in this article Factors influencing the demand of beauty soap among female consumers
in the greater Colombo region Purpose of this study is to explore how the marketing mix & demographical factors influence the
brand preference & purchasing behavior of beauty soap among the female consumers in the greater Colombo region. The results
indicated that there were statistical relationships between price, product, education, occupation and band preference and there was no
statistical relationship between place, promotion, age, income level, marital status, skin type, social factors, and substitute product
with the brand preference.
Thus the research concludes that the price, product, education & occupation are only having a statistical relationship with
the brand preference of female consumers in the greater Colombo region.
NUNTASAREE SUKAT (2009) in this article A model of male consumer behaviour in buying skin care products in Thailand The study purpose of the research was evaluated in some depth the phenomena of male consumer behaviour in buying skin care
products in Thailand. In order to cope with the research purpose, Fishbein and Ajzens theory of reasoned action model is employed
as a theoretical framework and modified by adding the self-image construct. The research objective was find out the To what extent
do beliefs in product attribute, self-image, Normative influences, and attitudes toward applying skin care products, affect Thai male
consumers purchase intention and purchase behaviour in buying skin care products. The researcher was find out the result or confirm
that beliefs, self-image, normative influences, and attitudes have impacts on purchase intention and purchase behaviour in buying
skin care products among Bangkok male consumers. The modified theory of reasoned action is appropriate to explain male consumer
behaviour in the purchase of specific cosmetic product in the Thai setting.
3. Research Methodology
3.1 Research Design
This research is descriptive in nature as the study aims to find out the consumer behaviour about FMCG product. The study is carried
out the naturalistic observation and survey questioning, which are attributes of descriptive research.
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Ss = Z 2 * (P) * (1-P)
C 2
Where:
Z = Z value (e.g. 1.96 for 95% confidence level)
p = percentage picking a choice, expressed as decimal
(.5 used for sample size needed)
c = confidence interval, expressed as decimal (e.g., .04 = 4)
S.No Particulars
Classification
Male
Female
Gender
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Frequency Percentage
53
212
47
188
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S.No Particulars
Classification
18-28
29-38
39-48
49-58
Age
No formal
Education
School
Educational
Education
Level
UG
PG
Above PG
Monthly
Income
Below Rs.5000
Rs.5000 Rs.15000
Rs.15001 Rs.25000
Above Rs.25000
Frequency
132
124
90
54
Percentage
33
31
22
14
5
112
162
95
26
2
28
40
23
7
10
100
104
186
3
25
26
46
400
100
Total
Source: Primary Data
S.No
Name of the
Product
Close-up
Colgate
Dabur
Himalaya
Pepsodent
Vicco
1
2
3
4
5
6
Total
Source: Primary Data
Frequency
62
216
39
17
54
12
400
Percentage
15.5
54.0
9.8
4.3
13.5
3.0
100.0
The above table 1.2 show the FMCG products which was used by the respondents. It can be concluded from the table that
majority of the respondents used the Colgate brand.
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S.No
Name of the
Product
Cinthol
Dettol
Dove
Hammam
lifebuoy
Lux
Pears
vivel
1
2
3
4
5
6
7
8
Total
Source: Primary Data
Frequency
56
46
57
105
46
39
40
11
400
Percentage
14.0
11.5
14.3
26.3
11.6
9.8
10.0
2.8
100
The above table 1.3 show the FMCG products which was used by the respondents. It can be concluded from the table that
majority of the respondents used the hamman brand (Fig 1.3).
S.No
Name of the
Product
All clear
Clinic +
Dove
Head&Shoulder
Himalaya
Pantene
Sun Silk
Frequency
Percentage
25
77
93
71
26
47
61
6.3
19.3
23.3
17.8
6.5
11.8
15.3
400
100
1
2
3
4
5
6
7
Total
Source: Primary Data
The above table 1.4 show the FMCG products which was used by the respondents. It can be concluded from the table
1.5showsthat the buying decisions the FMCG products. It can be observed form the table that majority of the respondents are opined
that brand name which ranked as first by them with Garrett score as 62.36. The company more concentrates the FMCG products brand
name, quality and price to the consumer. It can be concluded from the above table that majority of the respondents are opined that
brand name was the first rank of buying decision.
4.4 Age of respondents and their agreeability that vital role played by FMCG brand adverstiment influences
the consumers to buy the brand
4.4.1 Toothpaste
Null hypothesis:There is no significance relationship between age and Advertisements Influencing on consumer behavior.
Alternative hypothesis: There is significance relationship between age and Advertisements Influencing on consumer
behavior.
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Table 1.5 FACTORS INFLUENCING BUYING DECISION OF RESPONDENT IN REGARD TO TOOTHPASTE AND TOILET SOAP AND
SHAMPOO
Name of the
product
S.No
Factors
influencing
Toothpaste
Garrett
Score
Toilet soap
Shampoo
Garrett
Score
Rank
Brand name
62.36
62.67
62.83
Quality
57.02
57.07
56.50
Price
54.79
55.01
57.21
Easy Availability
53.37
53.27
52.18
Quantity
55.13
55.04
55.27
Package
49.88
50.33
49.02
Trade Name
45.60
46.02
47.42
Date of
manufacturing
43.42
42.28
43.62
Transparent
40.57
39.39
39.46
10
Affordabilirty
36.43
10
36.68
10
36.86
10
Name of the
analyses
Value
df
Asymp. Sig.
(2-sided)
Toothpaste
Pearson Chi-Square
23.598
16
.099
Soap
Pearson Chi-Square
22.774
16
.120
Shampoo
Pearson Chi-Square
Source: Primary Data
24.701
16
.075
Products
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From the table 1.6 it is noted that P-value (0.099) is great then 0.05, hence the null hypothesis is accepted. It is inferred the
age of respondent and advertisements watching have no relation with their perception about the tooth paste, soap table it is noted that
P-value (0.120) is great then 0.05, hence the null hypothesis is accepted. It is inferred the age of respondent and watching advertisements have no relation with their perception about the soap and shampoo table it is noted that P-value (0.075) is great then 0.05, hence
the null hypothesis is accepted. It is inferred the age of respondent and advertisements watching have no relation with their perception
about the shampoo.
6. References
1 Muthuvelayutham(2012) The Study of Consumer Brand Loyalty on FMCG- Cosmetic Products with Special Reference to
Madurai. European Journal of Scientific Research ISSN 1450-216X Vol.71 No.1 (2012), pp. 127-143.
2 Chandrasekhar (2012) Consumer Buying Behaviour and Brand Loyalty in Rural Markets: FMCG. IOSR Journal of Business
and Management (IOSRJBM) ISSN: 2278-487X Volume 3, Issue 2 (July-Aug. 2012), PP 50-67.
3 SureshBhagwat (2011) FMCG Markets to contribute in Indian rural Economy perspective in global era. Half yearly Vision
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research review research journal vol. I, issue. I, June 2011 to Nov. 2011, ISSN 2250-169.
4 Gihan Wijesundera (2010) Factors influencing the demand of beauty soap among female consumers in the greater Colombo
region. ICBI 2010 - University of Kelaniya, Sri Lanka.
5 Nuntasaree Sukat (April 2009) in this article A model of male consumer behaviour in buying skin care products in Thailand.
ABAC Journal Vol. 29, No. 1 (January-April 2009, pp.39-52).
WEBSITES
www.springerlink.com
BOOKS
Consumer Behaviour & Marketing Research, Suja R Nair, Himalay Publishing House, 1st. Edition, 2004.
Consumer Behaviour, ICFAI University, May - 2005.
Consumer Behaviour, Leon G. Schiffman & Leslie Lazar Kanuk, PHI - EEE, 9th. Edition, 2006.
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