PROJECT REPORT

(Project Term August-December, 2017)

“VALUE CHAIN MARKETING IN FMCG GOODS”

Submitted by

SIDDHARTHA SANKAR SARKAR Registration Number: 11605806

SAMEENA SIDDIQUI Registration Number: 11609175
DILIP MEENA Registration Number: 11601810
SHUBHAM SINGH Registration Number: 11612473

Project Group Number: MGTRGC0201 Course Code: MGN696

Under the Guidance of

Mrs. Amandeep Kaur

Mittal School of Business

 Acknowledgement

We humbly take this opportunity to present our votes of thanks to all those guide post who really
acted as lightening pillars to enlighten our way throughout this research paper that has led to
successful and satisfactory completion of this research study. We are really grateful to my HOS
Mr. Rajesh Verma, our mentor Mrs. Amandeep Kaur for providing us with an opportunity to
undertake this study and providing us with all the bright and innovative ideas for making our study
a really worthwhile for research. We are highly thankful for his active support, valuable time and
advice, whole-hearted guidance, sincere cooperation and pains-taking involvement during the
study and in completing the research paper within the time stipulated.

We are thankful to all those, particularly our friends, who have been instrumental in creating
proper, healthy and conductive environment and including new and fresh innovative ideas for us
during the study, without their help, it would have been extremely difficult for me to prepare the
report in a time bound framework.

SIDDHARTHA SANKAR SARKAR

SAMEENA SIDDIQUI
DILIP MEENA
SHUBHAM SINGH
+ DECLARATION

We are the student of Lovely Professional University, Department of Management, here by

solemnly declare that the capstone report on “Value Chain Marketing In Fmcg Goods”
is the original work done by us and moreover to the best of our knowledge, no similar report on
this very topic has been submitted to LPU, Department of Management so far, for the fulfilment
of the course under M.B.A program. The project report is submitted in partial fulfilment of the
requirements for the award of the degree of Masters of Business Administration, being conducted
at LPU, Department of Management.

SIDDHARTHA SANKAR SARKAR Registration Number: 11605806

SAMEENA SIDDIQUI Registration Number: 11609175
DILIP MEENA Registration Number: 11601810
SHUBHAM SINGH Registration Number: 11612473
 table of contents
SR NO. CONTENTS PG. NO.
1 INTODUCTION 2
2 REVIEW OF LITERATURE 3-5
3 RATIONALE AND SCOPE OF STUDY 6
4 OBJECTIVE AND HYPOTHESIS STUDY 7
5 RESEARCH METHODOLOGY 8-13
6 EXPECTED OUTCOME OF THE STUDY 13-16
7 RESULT AND INTERPRETATION 17-24
8 CONCLUSION 26
9 REFERENCE 27
10 Annexure 28
Introduction: The value chain is an efficient way to deal with analyzing the advancement of
competitive advantage. The chain comprises of a progression of techniques that make and manufacture
value. They come full circle in the aggregate value conveyed by an association (M. E. Porter in his books
on Competitive Advantage, 1985). Value chain is supposed to work in the two headings, with providers
accumulating value from money related assets, installment terms, steadiness and future request cover that
their clients give, while clients get value from conveyed items and administrations (Presutti and
Mawhinney, 2003). It has for quite some time been perceived that Value Chain administration requires
thorough administration of the results with attention to inputs, thorough administration of the channels
and streams, and thorough administration of the connections: interior segments/accomplice/client. What
has not been inspected is the obligation/reliance/autonomy inside and among the value chain members
(Champion, 2000). Customarily, Value Chain members have been assessed on the accompanying criteria:
Pricing, Capital Intensity, Talent Leverage, Structural Fit, Workflow and Specialization, Customer
Acquisition. Note that these criteria all address utilitarian level exercises with acknowledged estimation
measurements that accommodate the presence of objectivity (Porter, 1985). Value chain marketing tends
to the apparent value that encompasses the synchronized developments of assets and which should gather
to all gatherings in the exchange (Webb and Gile,2001 and Adewole, 2008, unpublished ). One of the
real elements of marketing technique is the best possible situating of the organization in the sectorial
value‐added chain, keeping in mind the end goal to make the most ideal upper hand. This procedure
is critical, particularly for little and medium‐sized undertakings (SMEs), since any wrong choice
can truly dispose of the organization from the market (Călin Gurău, 2004).

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items
in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The
most common in the 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 of frequent consumption and have a high return.

Review of Literature:-
 Henion and Kinnear (1976) stated that while value chain marketing came into
prominence in the late 1980s and early 1990s, it was first discussed much earlier. The
American Marketing Association (AMA) held the first workshop on "Ecological
Marketing" in 1975. The proceedings of this workshop resulted in one of the first books
on value chain marketing entitled "Ecological Marketing".

 Keller (1987), Shearer (1990) concluded several possible reasons for companies
adopting value chain marketing. Value chain Makes Business Sense. Value chain
marketing is viewed as a means to achieve the organization’s objectives.
 Wiener and Doesher, (1991) concluded that value chain marketing incorporates a broad
range of activities, including product modification, changes to the production process,
packaging changes, as well as modifying advertising. World-wide evidence indicates
people are concerned about the environment and are changing their behavior accordingly.
As a result there is a growing market for sustainable and socially responsible products and
services. Value chain consumerism is often discussed as a form of ‘pro-social’ consumer
behaviour.

 McDaniel, S.W. & Rylander, D.H. (1993) has written that Value chain marketing is
taking shape as one of the key business strategies of the future. The expanding natural
awareness makes it occupant on customer advertisers not simply to react to, but rather to
lead the path in, ecological projects. Shopper advertisers should: perceive an item's
natural ramifications, investigate the changing customer and political mentalities while
perceiving the part that organizations can play in securing the earth.

 Menon and Menon, (1997) mentioned that in the 21st century, climate change and rapid
depletion of natural resources and biodiversity are some of the challenges humanity must
come to grips with. The subject of value chain marketing is vast, having important
implications for business strategy and public policy. Clearly, value chain marketing is part
and parcel of the overall corporate strategy.

 Prothero, A. (1998) included a citation of the need to review existing literature on value
chain marketing, an empirical study of United States and Australian marketing managers,
a description of what a value chain alliance look like in practice in Great Britain,
ecotourism and definitions of value chain marketing.

 Rosenberger, & Ottoman, J. (1998) discussed the research which focused on US and
Australian markets' perceptions of stakeholders' potential to influence the value chain new
product development (NPD) process and what strategies can be used to involve
stakeholders in this process. The findings suggest that marketers believe some
stakeholders with "high" influencing abilities should be involved in the value chain NPD
process, although it appears that in practice, firms use very basic methods to include these
stakeholders.

 Kilbourne, W.E. (1998) discussed that the failure of value chain marketing to move
beyond the limitations of the prevailing paradigm. While there are nascent macro
development in marketing that might lead to a truly value chain marketing considering
sustainability, holistic thought & the limitations of the prevailing paradigm, they remain
thus far on the periphery of the discipline
 Hackett, (2000) inferred that Value chain promoting has not satisfied the deepest desires
of numerous chiefs and activists. Albeit popular assessment surveys reliably demonstrate
that shoppers would like to pick an esteem chain item more than one that is less cordial to
the earth when every single other thing are equivalent, those "different things" are once in
a while square with in the psyches of buyers.

 Peattie, K. (2001) broke down that exploration about the personality and nature of the
esteem chain buyer has been the focal character in the advancement of significant worth
chain showcasing, as organizations endeavor to comprehend and react to outside weights
to enhance their ecological execution. Promoting specialists and scholastics are attempting
to recognize and comprehend esteem chain purchasers and their needs, and to create
advertise offerings that address these issues.

 Harendra Pal Singh Chauhan & Dr. Ramesh Kumar Chaturvedi (2006) concluded that
it is no doubt to say that marketing in the 21st century has changed phenomenal from its
traditional marketing. Now both the marketers and the consumers are looking for innovative
things which not only fulfil their requirements but sustain their environment also. Value
chain marketing is based on the premise that businesses have a responsibility to satisfy
human needs and desires while preserving the integrity of the natural environment.
Legislation is a useful tool for effecting social change; it has a tremendous advantage over
moral persuasion in terms of speed and efficacy of implementation, although its results are
not always as intended.

 Jacquelyn A, Ottman (2011) rendered comprehensive information and includes a long

range of concepts about many dimensions of Value chain marketing. The researcher
received the different relevant points from this paper which are given in brief:
Manufacturer and Retailers reputation count more than ever. Today’s Consumers buy value
chain brands to protect their health, save money because they simply work better. This has
resulted into products such as organic, natural, personal care and pet care and energy
efficient products are leading the way in sales

 Geeta D. (2014) concluded that the current consumption levels are too high and are
unsustainable. Hence there is a need for value chain marketing for shift in the consumer’s
behaviour and attitude towards more environmental friendly life styles. Public are
beginning to realize their role and responsibilities towards the environment. Although the
change is not happening quickly, it is happening. Business is looking towards gaining an
edge in the value chain market industry by trying to redesign and re-packages their products
into more environmental friendly products.
 Gujral S.K. (March, 2016) concluded that only by having a value chain product does not
result necessarily in a market success. Finding the right target group with efficient market
research techniques, taking advantage of existing trends, giving consumers information
about value chain certification and right and credible communication will help to build a
real value chain business. Value chain marketing should not neglect the economic aspect
of marketing and Marketers need to understand the implications of value chain marketing.
Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner
should become much more systematized and universal. In value chain marketing,
consumers are willing to pay more to maintain a cleaner and greener environment.

 Chidre Uday Kumar & Dr. Pawan Kumar Sharma (2014) stated that this is the right
time to select “Value chain marketing” globally. It will come with drastic change in the
world of business if all nations will make strict roles because value chain marketing is
essential to save world from pollution. From the business perspective in light of the fact
that an astute advertiser is one who persuades the buyer, as well as includes the purchaser
in showcasing his item. Esteem chain promoting ought not to be considered as only one
more way to deal with advertising, however must be sought after with substantially more
prominent force, as it has a natural and social measurement to it.

 Food and Beverage News, (2017) stated that this would help to produce the better quality
agro produces, maintain the quality in the supply chain and get quality-based prices to the
farmers stated that The internal value chain of the company covers purchasing, marketing
and sales, as well, although not as large range - product design.
Rationale and Scope of the study:
Fast Moving Consumer Goods (FMCG) merchandise are famously named as customer bundled
products. Things in this class incorporate all consumables (other than basic supplies/beats) individuals
purchase at standard interims. The most widely recognized in the rundown are latrine cleansers, cleansers,
shampoos, toothpaste, shaving items, shoe clean, bundled foodstuff, and family unit embellishments and
reaches out to certain electronic merchandise. These things are implied for day by day of successive
utilization and have an exceptional yield.

The Indian FMCG part with a market size of US$14.8 billion is the fourth biggest area in the economy.
The FMCG showcase is set to twofold from USD 14.7 billion out of 2008-09 to USD 30 billion out of
2012. FMCG segment will witness more than 60 for every penny development in rustic and semi-urban
India by 2020. Indian purchaser merchandise showcase is relied upon to reach $800 billion by 2020.Hair
care, family unit mind, male preparing, female cleanliness, and the chocolates and dessert shop
classifications are evaluated to be the quickest developing portions. At present, urban India represents
66% of aggregate FMCG utilization, with rustic India representing the staying 34%. In any case, country
India represents over 40% utilization in major FMCG classifications, for example, individual care, texture
mind, and hot drinks. In urban ranges, home and individual care class, including healthy skin, family care
and female cleanliness, will continue developing at generally alluring rates. Inside the sustenances
fragment, it is evaluated that prepared nourishments, bread shop, and dairy are long haul development
classes in both country and urban ranges. The developing grade of country and semi-urban people for
FMCG items will be for the most part in charge of the development in this division, as producers should
extend their fixation for higher deals volumes. The showcasing effect of B2C condition.

RESEARCH GAP: A large amount of this sales activity is in face-to-face situations. Consequently,
it might be required to be travel around the places a lot.

The business to consumer (B2C) side of FMCG sales is focused on selling products directly to consumers
in retail settings or in their own homes. These methods are discussed in greater detail in the Direct, Face-
to-Face & Field Sales subsector, so head there now for more information and what the customer
preference resulting reducing overproduction of FMCG goods and hence avoid wastages.
Research Methodology
Research Design: To realize the objectives of the study exploratory method of research will be adopted
to understand the relationship between the demographic profile and the psychographic profiles of the
respondents. The research will mainly rely on the data collected from the questionnaire as filled up by
the respondents.

Data Type: The primary data for this study was collected via questionnaires that the respondents will
be asked to fill up. The questionnaire will have questions not only related to respondent's demographic
information but also include questions that will ask the respondent to rate their opinion on a five point
Likert Scale. The questionnaire was divided into 5 parts:-

Question1:-general information about respondents

Question2:-general information about how many people are using FMCG goods through which
mode.

Question3:-this section deals that how customers came to know about FMCG goods and through
which medium they are using FMCG goods

Question4:-what are reasons that effect the purchasing of FMCG goods

Question5:-To find out the satisfaction of customers on old or new FMCG goods.

Questionnaire Design: Based on the research objectives, a 5-point Likert scale was used, in which 1 =
very safe and 5 not at all safe.

Data Collection: All customers of various locations were considered as population of research interest.
The total sample size was fixed at usable responses for data analysis. To ensure all questions being
answered in a proper way, questionnaires were completed and screened one-by-one.

Research approach: The approach was in the form of an online survey of the respondents from different
locations. As this was an online survey, so other relevant information such as why, why not etc. has also
received by the respondents.

Data Cleaning: Data was screened for missing values and no missing value was found. Further data was
analyzed using SPSS 16.
OBJECTIVE OF THE STUDY
This study focuses on following research objectives:

1. To find out the customer preference of FMCG goods in terms of brand or price?

2. To find out the various factors why customers are opting specific goods compared to other FMCG
products?

3. To find out by which mode customers are getting attracted for their FMCG products in terms of new
Ayurveda products or old renowned products and its relation with age and income?

4. To find out that which products should be more valued and marketed according to the demographic
and physiographic perception of the customer.
 ANALYSIS WITH INTERPRATATION

Income based analysis:

SKIN CARE
120 106
100
69 69 73
80
54 55 54
60 45
37 37 33 37 40 31 Sum of Ponds
40 30 30
20 Sum of Garnier
0 Sum of Himalaya
above 40000 16000-40000 6000-15000 below 5000
Sum of Ponds 54 37 37 69 Sum of Nivea
Sum of Garnier 55 30 40 69
Sum of Himalaya 30 37 45 106
Sum of Nivea 54 33 31 73

For skin care products, it was observed that consumers who were earning more spend more on
other products such as Granier, Ponds and Nivea whereas people who belonged to the lower
income category preferred Himalaya.
Hair care Product:

HAIR CARE
100 89 90
90
80
70 6569
60 50 4744 45
50 39 41 3834 34
40 33 Sum of Head& shoulder
30 23 25
20 Sum of Clinic plus
10 Sum of Loreal
0
above 16000- 6000- below Sum of Keshkanti
40000 40000 15000 5000
Sum of Head& shoulder 39 38 47 89
Sum of Clinic plus 23 34 44 65
Sum of Loreal 50 25 33 69
Sum of Keshkanti 41 34 45 90

Almost similar trend of purchase of hair care products was observed among the middle two
income groups. However, there was a slight difference between the choice of low priced
shampoo and high priced shampoo, i.e., consumer in low income category opted for low priced
hair care product and vice versa.
Detergents:

DETERGENT
120 111
99
100 92 92
85
80

60 50 514850 48
44 45 Sum of Surf excel
3943 37
40 3432333332
Sum of Tide
20 Sum of Ariel
0 Sum of Wheel
above 40000 16000-40000 6000-15000 below 5000
Sum of Rin
Sum of Surf excel 50 34 48 111
Sum of Tide 44 32 39 92
Sum of Ariel 51 33 43 99
Sum of Wheel 48 33 45 92
Sum of Rin 50 32 37 85

In terms of detergents, it was observed that irrespective of the income category which they
belong, they preferred surf excel more. There was only a nominal change in their preference in
detergents.
Soaps:

SOAP
120
101
100
83
80 7169 68
55 58
60 454040 Sum of Hamam
33343333 3840403537
40 2731 32
20 Sum of Pears
18
20 Sum of Dove
0 Sum of Dettol
above 40000 16000-40000 6000-15000 below 5000
Sum of Hamam 18 27 32 71 Sum of Fiama
Sum of Pears 45 31 38 69 Sum of Control
Sum of Dove 40 33 40 83
Sum of Dettol 40 34 40 101
Sum of Fiama 55 33 35 58
Sum of Control 20 33 37 68

While the mid two income categories showed almost similar pattern when it was about soap
preference, consumer who belonged to low income category preferred Dettol and those from
high income category preferred Fiama more.

Toothpaste:
 TOOTHPASTE
120 104 101
100 83 85
80
60 42 41 46 46 41 37 39 35
36 31 38 36 Sum of Colgate
40
20 Sum of Pesodent
0 Sum of Close up
above 40000 16000-40000 6000-15000 below 5000
Sum of Dantkanti
Sum of Colgate 42 36 41 104
Sum of Pesodent 41 31 37 83
Sum of Close up 46 38 39 101
Sum of Dantkanti 46 36 35 85

As far as the preference of toothpaste was concerned it was observed that pepsodent was the less
preferred brand as compared to others.

Cold Drinks:

COLD DRINKS
120
101
100 84848984
80
60 53
46 4440 44
37 3530333633 373438 Sum of Coca cola
40 31
20 Sum of Pepsi

0 Sum of Limca
above 16000-
6000-15000 below 5000 Sum of Mirinda
40000 40000
Sum of Coca cola 46 35 44 101 Sum of Fanta
Sum of Pepsi 37 30 37 84
Sum of Limca 53 33 34 84
Sum of Mirinda 44 36 38 89
Sum of Fanta 40 33 31 84

It was analyzed that consumer of every income group has chosen Coca Cola as the most
preferred brand
 Age Based Analysis
Skincare:

Preference of Skin care product

120 109
9797
100 90 88 92
7776
80

60
Sum of Ponds
40 34363531
Sum of Nivea
20 10 7 8 10 Sum of Garnier

0 Sum of Himalaya
above 40 31-40 21-30 below 20
Sum of Ponds 90 34 109 10
Sum of Nivea 77 36 92 7
Sum of Garnier 76 35 97 8
Sum of Himalaya 88 31 97 10

For Skin care product it was observed that 21-30 and above 40 age category people give more
preference to ponds while in all category Nivea comes at last .except 31-40 aged group because
in this age group people give Nivea more preference as compare of others.

DETTERGANT
 DETERGENT
120
100
80
60
40 Sum of Surf excel
20 Sum of Wheel
0
above 40 31-40 21-30 below 20 Sum of Tide
Sum of Surf excel 95 37 103 8 Sum of Rin
Sum of Wheel 86 30 94 8 Sum of Ariel
Sum of Tide 77 30 91 9
Sum of Rin 77 26 95 6
Sum of Ariel 85 36 96 9

After analyzed of detergent we came to know Surf excel is most preferred brand in all age group
.while Tide and Rin almost given same preference in each group of people. After Surf excel
Ariel is second choice of people.

SOAP
93
100
7984 80 84858781
90
80 70 75 69 66
70
60
50 3227 30
40 Sum of Hamam
30 18 24 19
20 5 4 9 9 510 Sum of Dettol
10
0 Sum of Pears
above 40 31-40 21-30 below 20
Sum of Hamam 70 18 66 5 Sum of Control

Sum of Dettol 79 32 84 4 Sum of Dove

Sum of Pears 84 27 85 9 Sum of Fiama
Sum of Control 75 24 87 9
Sum of Dove 80 30 81 5
Sum of Fiama 69 19 93 10

In Soap product different age group people are preferred different brand people of between21-30
are given preference to Fiama while the same product comes in least position in above40 age group of
people.
 TOOTHPASTE
120
99 103
100 88 85 85 91
77 80
80
60 Sum of Colgate
40 30253128
Sum of Pesodent
20 10 7 10 7
Sum of Close up
0
above 40 31-40 21-30 below 20 Sum of Patanjali
Sum of Colgate 88 30 99 10 Linear (Sum of Patanjali)
Sum of Pesodent 77 25 85 7
Sum of Close up 85 31 103 10
Sum of Patanjali 80 28 91 7

In toothpaste segment the almost preferred brand in all age group of people is Close up while
Pepsodent is least preferred brand in all age group of people. And also colgate is second largest preferred
brand for all category.

Cold drink
120 98
100 85 8989
74697779 8182
80
60
3326302829 Sum of Coca cola0
40
20 10 7 7 1010 Sum of Fanta
0
above 40 31-40 21-30 below 20 Sum of Pepsi
Sum of Coca cola0 85 33 98 10 Sum of Limca
Sum of Fanta 74 26 81 7 Sum of Mirinda
Sum of Pepsi 69 30 82 7
Sum of Limca 77 28 89 10
Sum of Mirinda 79 29 89 10
 In cold drink product Coca cola is most preferred brand in age all age group as well as in all
income group of people. 21-30 aged people give preference coca cola 5 times as compare below 20 aged
groups of people.

SPSS RUN

TABLE 1 : MEAN RUN WITH AGE

TABLE 2: MEAN RUN WITH GENDER

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

Statistic Statistic Statistic Statistic Std. Error Statistic

age 54 1.00 4.00 1.6286 .10913 .64561

income 54 1.00 5.00 2.2286 .21336 1.26225

Valid N (listwise) 1
 T-Test

Group Statistics
gender N Mean Std. Deviation Std. Error Mean

What is approximate Male 37 4.4348 1.07982 .22516

average income monthly
Female 17 5.0000 .00000 .00000

Independent Samples Test

Levene's Test for
Equality of
Variances t-test for Equality of Means

95% Confidence Interval of the

Sig. (2- Mean Std. Error Difference

F Sig. t df tailed) Difference Difference Lower Upper

What is Equal
- -
approximate variances 18.933 .000 33 .081 -.56522 .31397 .07355
1.800 1.20399
average income assumed
monthly
Equal
- -
variances not 22.000 .020 -.56522 .22516 -.09827
2.510 1.03217
assumed

Hypothesis T-test is done for single population mean using the T-statistic. In this
T value = -1.800
Df = 0.33
Sig 2tailed value =0.081
 Group Statistics
gender N Mean Std. Deviation Std. Error Mean

What is approximate Male 37 4.4348 1.07982 .22516

average income monthly
Female 17 5.0000 .00000 .00000
in this data I have approximate average income monthly male mean (4.438) 2 private employee
(5.0), of 55 people and others are (2.9%). In this data female respondents are high in number.

Statistics
age

N Valid 35

Missing 1

Age
Cumulative
Frequency Percent Valid Percent Percent

Valid Below 20 15 41.7 42.9 42.9

21-30 19 52.8 54.3 97.1

40 & above 1 2.8 2.9 100.0

Total 35 97.2 100.0

Missing System 1 2.8

Total 36 100.0

in this data I have approximate frequency of purchase age group 21-30 is maximum i.e 19. Its walid percentage
is maximum compared to other age groups.
 Gender
Cumulative
Frequency Percent Valid Percent Percent

Valid 1 2.8 2.8 2.8

Male 37 68.5 63.9 66.7

Female 17 31.5 33.3 100.0

Total 55 100.0 100.0

in this data I have collected occupation of the respondents 1government employee (2.9%), 2
private employee (5.7%), 31 students (88.6%) and others are (2.9%). In this data students
respondents are high in number.

Statistics

occupation

N Valid 36

Missing 0
 Switching product
Cumulative
Frequency Percent Valid Percent Percent

Valid 1 2.8 2.8 2.8

switch brand 1 2.8 2.8 5.6

look out for Schemes 2 5.6 5.6 11.1

advertisement 31 86.1 86.1 97.2

influence of
1 2.8 2.8 100.0
advertisement

Total 36 100.0 100.0

This data determines consumer behavior effect on switching product related to other attributes.
Here advertisement is the primary factor which is 86.1 %.

Statistics
location

N Valid 54

Missing 0
CONCLUSION:-
In this study we got know why people are some people still prefer specific brand of products
despite of similar products available in the market. The sales does not necessarily determine the
value of product the main purpose of the value chain marketing in order to various perception that
affects buying behaviour of customer in terms of demographic and psychographic segmentation.

Through our research we judge competitors, and value the products throughout the Jalandhar city.
Evidently, value chain are considered a new era in that we can easily value the product Every one
of the exercises (from getting and putting away materials to showcasing, offering and after deals
bolster) attempted to create products or administrations ought to be plainly distinguished and
isolated from each other. The supervisors who distinguish esteem anchor exercises need to
investigate how function is done to convey client esteem.

REFERENCES
 Jump up to: a b "Decision Support Tools: Porter's Value Chain". Cambridge University:
Institute for Manufacturing (If). Retrieved 9 September 2013.
 Jump up Porter, Michael E. (1979). "How competitive forces shape strategy" (PDF).
Harvard Business Review. Retrieved 9 September 2013.
 Jump up to: a b c d Angel Guerra (5 November 2012). The Emergence of Global Value
Chains: What Do They Mean for Business? G20 Trade and Investment Promotion Summit.
Mexico City: OECD. Retrieved 7 September 2013.
 Jump up to: a b Michael E. Porter (1985) Competitive advantage: creating and sustaining
superior performance. The Free Press
 Jump up Ghemawat, Pankaj (Spring 2002). "Competition and Business Strategy in
Historical Perspective". Business History Review. Harvard Business Review. SSRN
264528.
  Jump up Pierre LeBlanc; Stephen Matthews; Kristi Mellbye (4 September 2013). The Tax
Policy Landscape Five Years after the Crisis (Report). OECD Taxation Working Papers.
France: OECD. Retrieved 7 September 2013.
 Jump up Giraffe, G., (1994). The Organisation of Buyer-Driven Global Commodity
Chains: How US Retailers Shape Overseas Production Networks. In G. Gereffi, and M.
Korzeniewicz (Eds), Commodity Chains and Global Capitalism. Westport, CT: Praeger.
 Jump up http://unctad.org/en/PublicationsLibrary/diae2013d1_en.pdf
 Jump up Jonathan Mitchell; Christopher Coles & Jodie Keane (December 2009).
"Upgrading Along Value Chains: Strategies for Poverty Reduction in Latin America"
(PDF). Comercio y Pobreza en Latino América (COPLA). Briefing Paper. London:
Overseas Development Institute.
 Porter, Michael E. (1985). Competitive Advantage: Creating and Sustaining Superior
Performance. New York. Simon and Schuster. Retrieved 9 September 2013.
 Reference: Călin Gurău, (2004) "Positioning strategies in the value‐added chain of the
biopharmaceutical sector: the case of UK SMEs", Journal of Consumer Marketing, Vol.
21 Issue: 7, pp.476-485.

Annexure:
Questionnaire on FMCG goods

“A STUDY ON CUSTOMER PREFERENCE TOWARDS

SELECTED FMCG WITH SPECIAL REFERENCE TO JALANDHAR CITY”
QUESTIONNAIRE
1. Personal details:
Name :

Location :

Age: Below 20 years 21-30 years

31-40 years above 40 years
 Sex: Male Female
Marital status:
Married Unmarried
Educational qualification:
School level Degree /Diploma
PG Professional
Occupational status:
Student House wife
Employed Business
Monthly income of the family
Up to Rs.5, 000 Rs. 5,000 to16000
Rs.16, 000 to Rs.40, 000 Above 40,000
No. of members in the family
Up to 2 2 to 4
4 to 6 Above 6

2. Which of the following Retail stores do you prefer most for buying FMCG`s?
(Rank from 1 to 5 5-Most Preferred 1-Least Preferred)

Rank
5 4 3 2 1
Store

Reliance Fresh
PATANJALI
Big Bazaar
Vishal
Star

3. Select the reason for making purchase in your preferred store?

Discount Variety Service
Proximity Ambience
4. Mention the frequency of purchase for the following products?

Not at
Synod Merchandise Always Often Sometimes
all

1 Cold drinks

2 Toothpaste

3 Detergent
 4 Skin & Hair Care

5 Toilet soaps

5. How often discounts & incentives are provided by the departmental stores?
Always Often
Sometimes Not at all
6. Are you aware of these brands available in market? (If yes, tick in the box)
Skin Care:

Ponds Nivea
Himalaya Garnier
Hair Care:
Head & Shoulder Clinic Plus
L’Oreal Keshkanti
Detergent Powder:
Surf Ariel
Rim Tide
Wheel
Soap:
Hamam Pears
Dove Control
Dettol
Cold Drinks:
Coca Cola Pepsi
Mirinda Fanta
Lima
Tooth Paste:
Colgate Close-up
Pepsodent Dantkanti

7. Do you think branded products are better than unbranded products?

Yes No

8. Rank the preference for the following brands? (5- Most Preferred, 1- Least Preferred)
(Example: If Garner is most preferred by you, then tick 5)
 Rank
5 4 3 2 1
Brands

Skin Care:

Ponds

Garner

Himalaya

Nivea

Hair Care:

Head & Shoulders

Clinic Plus

Loreal

Keshkanti

Detergent Powder

Surf

Tide

Ariel

Rim

Wheel

Soap

Hamam

Pears

Dove

Dettol

Fiama
 Tooth Paste

Colgate

Pepsodent

Close up

Dantkanti

Cold Drinks:

Coca Cola

Pepsi

Miranda

Fanta

Limca

10. How long you have been using above stated brands?
Last six months 6 months to 1 year
1 - 2 years More than 2 Years.

11. Will you like to switch your brand preference if you get some promotional scheme
with another brand?
Yes No

12. Does the advertising play any role towards brand preference?
Yes No
If yes, which media influenced your brand preference?
Television
News paper
Pamphlets
Word of mouth
 13. Have you purchased any FMCG brands recently after coming across any
advertisement?
Yes No

14. In what way advertisement has influenced you?

Better Recall positive impression Interest
Better exposure

15. State your Suggestions if any ……………………………………………………..

…………………………………………………………………………………………
……………………………………………………

WEBSITE LINK

http://172.19.2.6:8580/webopac/html/SearchForm

https://en.wikipedia.org/wiki/Value_chain

http://onlinelibrary.wiley.com/doi/10.1111/j.1468-
2370.2007.00202.x/epdf?r3_referer=wol&tracking_action=preview_click&show_checkout=1&p
urchase_site_license=LICENSE_EXPIRED