‘’A STUDY ON EFFECT OF INVESTMENT AT DIGITAL MARKETING FOR THE

GROWTH OF FMCG’’
Submitted in partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

By
AKASH KP
Reg. No: 20QZCMD006

Under the guidance of

Prof. PRAKASH NAIK

(HEAD OF THE DEPARTMENT)

BANGALORE INSTITUTE OF MANAGEMENT STUDIES

BANGALORE UNIVERSITY

2020-2022
 DECLARATION BY THE STUDENT

I AKASH KP( 20QZCMD006) hereby declare that the project entitled ‘’A STUDY ON
EFFECT OF INVESTMENT AT DIGITAL MARKETING FOR THE GROWTH OF FMCG’’is
my original work submitted to Bangalore university in the partial fulfillment of the requirement
for the award of the degree of Master of Business Administration under the guidance and
supervision of Prof. PRAKASH NAIK Faculty, Department of MBA, BANGALORE
INSTITUTE OF MANAGEMENT STUDIES.

This is an original work done by me and no part is taken from any other college or university.

DATE :
PLACE: BANGALORE AKASH KP
 CERTIFICATE OF ORIGINALITY

This is to certify that the project titled ‘’A STUDY ON EFFECT OF INVESTMENT AT
DIGITAL MARKETING FOR THE GROWTH OF FMCG’’ is an original work of Mr./Ms.
AKASH KP bearing University Register Number (20QZCMD006) and is being submitted in
partial fulfillment for the award of the master’s degree in Business Administration of Bangalore
University . The report has not been submitted earlier either to this University /Institution for the
fulfillment of the requirement of a course of study.

SIGNATURE OF GUIDE SIGNATURE OF STUDENT

DATE: -------------------------- DATE: --------------------------
 ACKNOWLEDGEMENT

On the very outset of this project. I would like to extend my sincere heartfelt obligation
towards all the personages who have helped me in this endeavor. Without their active
guidance, help, cooperation and encouragement, I would not have made headway in this
project.

I am ineffably indebted to Prof. PRAKASH NAIK for conscientious guidance and

encouragement to accomplish this assignment.

I am extremely thankful and pay my gratitude to my all the faculties for her/his valuable
guidance and support on completion of this project.

I extend my gratitude to BIMS COLLEGE for giving me this opportunity.

At last but not the least gratitude goes to all my friends who directly or indirectly helped me to
complete this project report.
 TABLE OF CONTENT

CHAPTERS NAME OF THE CONTENTS PAGE NO

1 Introduction

2 Background of the study

3 Research Methodology

4 Data analysis and interpretation

5 Finding, suggestion & Conclusion

6 Supporting Documentation
 LIST OF TABLE
TABLE PAGE NO
NO TITLE

4.1 Table showing the gender of respondents 11

4.2 Table showing the age group of the respondents 12

4.3 Table showing the occupation of the respondents 13

4.4 Table showing the important factor that matters while buying an FMCG 14

4.5 Table showing the know about the FMCG product 15

4.6 Table showing the configuration would you decide on while buying an 16
FMCG
4.7 Table showing the satisfied with the quality of the product 17

4.8 Table showing the price of FMCG is high/low compared to competitor's 18

product
4.9 Table showing the satisfied with the quality of the product 19

4.10 Table showing the  opinion about the performance of FMCG product 20

4.11 Table showing the various schemes/ promotional activities affect your 21
purchase
4.12 Table showing the branded FMCG product are better than unbranded 22
FCMG product
4.13 Table showing the Quality influences in purchase of FMCG products 23

4.14 Table showing the Price influences in purchase of FMCG products. 24

4.15 Table showing the Form where do you prefer buying FMCG product 25

4.16 Table showing the What do you associate the FMCG product with 26

4.17 Table showing the What are the sources of the FMCG brand 27
information
4.18 Table showing the  identify FMCG brand with little or no advertising 28

4.19 Table showing the  How frequently do you change FMCG brand 29
 LIST OF GRAPHS

TABLE PAGE NO
NO TITLE

4.1 Graph showing the gender of the respondents 11

4.2 Graph showing the age group of the respondents 12

4.3 Graph showing the occupation of the respondents 13

4.4 Graph showing the important factor that matters while buying an FMCG 14

4.5 Graph showing the know about the FMCG product 15

4.6 Graph showing the configuration would you decide on while buying an 16
FMCG
4.7 Graph showing the satisfied with the quality of the product 17

4.8 Graph showing the price of FMCG is high/low compared to competitor's 18

product
4.9 Graph showing the satisfied with the quality of the product 19

4.10 Graph showing the  opinion about the performance of FMCG product 20

4.11 Graph showing the various schemes/ promotional activities affect your 21
purchase

4.12 Graph showing the branded FMCG product are better than unbranded 22
FCMG product

4.13 Graph showing the Quality influences in purchase of FMCG products 23

4.14 Graph showing the Price influences in purchase of FMCG products. 24

4.15 Graph showing the Form where do you prefer buying FMCG product 25

4.16 Graph showing the What do you associate the FMCG product with 26

4.17 Graph showing the What are the sources of the FMCG brand information 27

4.18 Graph showing the identify FMCG brand with little or no advertising 28

4.19 Graph showing the How frequently do you change FMCG brand 29