Consumer views on green FMCGs

A STUDY ON CONSUMER PERCEPTION TOWARDS GREEN MARKETING IN FMCG
WITH SPECIAL REFRENCE TO TUMKUR CITY
CONTENTS
Chapter no. Title Page.no
1 Introduction 1 - 26
2 Research Design 27 – 35
3 Company Profile 36 – 42
4 Data Analysis and Interpretation 43 – 87
5 Findings, Suggestions and Conclusion 88 - 90
Bibliography
Questionnaire
VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 1

LIST OF TABLES
SL. NO. PARTICULARS Page no.
4.1 Gender of the respondents 44

4.2 Educational qualification of respondents 46
4.3 Extent of respondents’ awareness of Green FMCG 48
4.4 Source of respondents’ awareness of Green FMCG 50
4.5 Reasons of respondents’ awareness of Green FMCG 52
4.6 Extent of respondents’ awareness of FMCG products 54
4.7 Buying behaviour of FMCG products. 56
4.8 Aware of purchasing Green FMCG gives sustainable 58
future
4.9 Feel about FMCG products regarding health 60
4.10 Consumption of FMCG product 62
4.11 FMCG products and its package are designed to be 64
recycled before making a purchase
4.12 Thinking about purchasing of FMCG product regarding 66
effect on environment
4.13 Respondents reasons that FMCG effect the environment 68
4.14 Like in green FMCG 70
4.15 Consciousness on health 72
4.16 Satisfaction about Green FMCG while purchasing 74
regarding to health
4.17 Like to refer their friends to use FMCG 76
4.18 Purpose of using Green FMCG 78
4.19 Offering cost for Green FMCG 80
4.20 Finding difference in Green & Non-Green FMCG 82
4.21 Believe in purchase of green marketing in FMCG product 84
is correct from environment point of view
4.22 Experience of consuming FMCG products 86

LIST OF GRAPH
SL.NO. PARTICULARS Page no.
4.1 Gender of the respondents 45

4.2 Educational qualification of respondents 47
4.3 Extent of respondents’ awareness of Green FMCG 49
4.4 Source of respondents’ awareness of Green FMCG 51
4.5 Reasons of respondents’ awareness of Green FMCG 53
4.6 Extent of respondents’ awareness of FMCG products 55
4.7 Buying behaviour of FMCG products. 57
4.8 Aware of purchasing Green FMCG gives sustainable 59
future
4.9 Feel about FMCG products regarding health 61
4.10 Consumption of FMCG product 63
4.11 FMCG products and its package are designed to be 65
recycled before making a purchase
4.12 Thinking about purchasing of FMCG product regarding 67
4.13 Respondents reasons that FMCG effect the 69
environment
4.14 Like in green FMCG 71
4.15 Consciousness on health 73
4.16 Satisfaction about Green FMCG while purchasing 75
regarding to health
4.17 Like to refer their friends to use FMCG 77
4.18 Purpose of using Green FMCG 79
4.19 Offering cost for Green FMCG 81
4.20 Finding difference in Green & Non-Green FMCG 83
4.21 Believe in purchase of green marketing in FMCG 85
product is correct from environment point of view
4.22 Experience of consuming FMCG products 87

CHAPTER 01
INTRODUCTION
In the recent time the world facing serious problem that is environmental pollution, global
warming and many more problems related with environment. So solve this problem we
needs a new serious innovation which would lead for a better environment, for this
producer, government and consumers are taking step to produce and consume green
products which are safe for environment. As we are being technologically strong, our
environment being polluted. Today’s producer in producing more to more production of
products to provide satisfaction of consumers unlimited wants. For the advancement in a
competitive environment, producers have selected production process which is not harmful
for the environment. It has been seen for sometimes back the producers and the consumers
are trying for pollution free environment. Numbers of organizations are starting to adopt
manufacturing of products according to environmentally friendly conditions. These types of
production process are a business strategy that focused on profitability through eco-friendly
operating process. Peoples are more aware about the environment and health due to that
consumers reduce the use of conventional products.
Conventional products are those are produce in traditional way, its usage and after
consumption it is harmful for the environment. Consumers are thinking about ‘Green’ and
willing to pay more on eco-friendly products. So now knowledge and awareness is must for
the green products because these are not dangerous for environment, for health, for people
and for animal also. The responsibility should not just replaced on labels but consumers
should be properly educated and guided on how to dispose of a product suggest bottles,
cans and plastic bags. Manufacturers and retailers also take responsibility towards their
FMCG customers. After the many research, the decision has been taken that the
environment friendly production process should be adopted by producer, by which the use
of products and its wastage doesn’t harm to environment. This study is based on green
marketing but it is specially focused on Green FMCG with the purpose of health
consciousness, social and environmental awareness, purchasing buying behavior of Green
consumers.

Meaning of Marketing
Marketing refers to activities a company undertakes to promote the buying or selling of a

product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a
company.
Professionals who work in a corporation’s marketing and promotion departments seek to

get the attention of key potential audiences through advertising. Promotions are targeted to
certain audiences and may involve celebrity endorsements, catchy phrases or slogans,
memorable packaging or graphic designs and overall media exposure.
Concept of Green Marketing
They began of Green awareness is considered in the 1960s and early 1970s, consumers take
serious consumption process, economic and population growth and negative impact on the
environment. The growth of the Green marketing took place in 1980s, when consumers and
producers are more aware and give importance to Greener products. Green marketing is
such marketing which includes the marketing efforts with environmental issues. It is a one
type of business practices that describe the concerns of the customer about the
environment, Green marketing has been explore the lots of benefits of environmental
protection for goods & services of the companies, organizations have given importance to
eco-friendly products users, due to the market success, firms are continue produce different
green products through the introduction of recyclable and reusable packages. There are
many components of Green marketing.
 Exploring the ecological unharmed products.

 Launching new products that are energy efficient, weather control, waste reduction and
sustainability.
 Redesigning the products due to environmental reason.

Idea of Green or biological showcasing calls upon organizations, to take after moral also,
green practices while managing clients, providers, merchants, and representatives.
Organizations have begun advertising themselves as green organizations. Indeed, even the
public sector units and state governments are currently giving careful consideration towards
natural issues, for example, a worldwide temperature alteration, contamination, or on the
other hand water defilement and have begun finding a way to avoid natural contamination.
In a current overview led by national geographic society also, the universal surveying firm
Globescan (2010) to decide buyers green state of mind called “Purchaser Greendex”, the
best scoring customers were in the creating economies of India, Brazil and china while
industrialized nations positioned at the base.
Providing the definition of green marketing is crucial task because majority of people makes
it difficult. The terminology and definition used in different areas. Green marketing,
ecological marketing and environmental marketing are the same terminology (Polanski
1994).
Green marketing defined by Pattie (1995):
The holistic management process responsible for identifying, anticipating and satisfying the
requirements of customers and society in profitable and sustainable way.
Green marketing focused on the Ecological context and it has been shifted to traditional
production process to healthy production process with socio-economic environmental
development.
Polanski (1994)
Green or environmental marketing consistent of all activities designed to generate and

facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the
natural impact
According to the American marketing association, Green marketing is the marketing of

products that are presume to be environmentally safe. The green marketing incorporated a

broad range of activities, including products modification, changes to the production

process, packaging changes as well as modifying advertising.
The evaluation of Green marketing has over a period of time. According to Pattie (2001),
Green marketing evaluation has three phases-
First phase was known as Ecological, Green marketing and during this phase all marketing
related activities were solved to environmental problems and provide healthy solution for
environmental problem.
Second phase was known as environmental Green marketing and its focused on fresh
technology that innovative the designing of new products, which help to reduce pollution
and issue.
Third phase sustainable Green marketing it has begun in 1990s and early 2000.
The term green tech includes to innovation that is considered earth well-disposed in view of
its creation procedure or store network; a methods for vitality generation that is less
destructive to nature than more customary methods for producing vitality, for example,
consuming petroleum derivatives.
Green innovation is a generally youthful commercial Centre however financial specialist

intrigue runs high in light of a worldwide temperature alteration fears and the expanding
shortage of numerous common assets.
Green marketing is the advancement of item with natural qualities and characteristics and
defines which incorporate exercise like anyone or the greater part of the attributes that
include product alteration, changes in the generation production procedure or in packaging
and so forth. An eco-friendly products should supposed to the effect of its consumption on
the environment of the utilization of making procedures segments and reusing methods
which are less damage for the indigenous habited than those of traditional products.
Consequently Green marketing incorporates broad scope of exercises, including item
adaption, changes to the production procedure, packaging changes and in addition alerting
limited promotional activities.

Green marketing refers to all-encompassing promoting idea where in the production,

causing equalization and transfer of items and administration occurs that in away that is less
harming to the environment.
Green marketing includes creating and advancing products, administrations that fulfill the
customer need and requirement for quality products, performances, responsible pricing and
convenience without having an adverse contribution on the environment. With developing
responsiveness about the implications of global warming, non-bio degradable strong waste,
destructive effect of pollutants etc.
Both marketers and customers are ending up progressively sensitivity to need for change
into the eco-friendly items and administrations. While the move to ‘Green’ may give off an
impression of being costly for the time being, it will turn out to be crucial and profitable,
cost wise too, in the long run.
Most important promoter of green marketing is nature, particularly the climate change,
water and soil conservation. Fossil fuel consumption is a major source of greenhouse gases
which influence the climate change. Green marketing starts the improvement of procedures
to decrease the need of these structures energy. Green methodologies should profit both
environment and the customer. Customer advantage from the awareness that they bring to
environmental change. These customers favor efforts to reduce environmental pollution
before efforts to raise benefit of the organizations. They need to be related with naturally
well-disposed item and associations. Associations recognize various advantages from Green
advertising. Association that incorporate preservation approaches into their methodology
and enhance their picture in perspective of all partners including customers, marketers,
workers, financial specialist and the green open. Product benefits incorporate production of
goods and services that are intended to profit the consumers.
Adoption of Green Marketing
There are various explanations behind which marketers should go for the selection of Green
marketing they are-

 Business opportunity – A majority of the population in the countries of the shifting

logical and financial foundation need to consume in a more sustainable way. Businesses
can take advantage of this huge potential customer base by venturing up their natural
execution and by imparting this change to the three customers. Organic food beverages
and supplements.
 Environmentally conscious business –In addition to improved profitability, which is an
immediate advantage for the companies practicing green marketing them, Green
marketing can likewise profit society by increasing the correspondence about as well as
the utilization of green business practices. It can be accepted that companies
participating in environmental marketing activities really have a high possibility to
improve their conduct on the grounds that to their products are eco-friendly they need
to really evaluate the item in a way that meet certain requirements to achieve certified
eco labels.
 Environmental conscious consumers – If directly accurately and credibly, Green
marketing can improve the amount and nature of ecologically conscious consumerism.
By pointing out the unfriendly impacts of connectional business and generation
practices on the environment and presenting and informing about green options.
Customers are unable to settle on a conscious choice with their buys.
 Business practice transparency – Green marketing is a twofold sword for business. On
one hand they can interest green customers but then again they need to satisfy the
green pictures they attempt to build up. In this sense, green companies are considered
responsible by both the government and society. To be certified by green labels,
companies have to disclose information about their management and generation
practices that would typically not be open to the general population. Hands green
marketing is an instrument that also a great business transparency.
 Supply chain expansion –Green marketing can give consumers an idea of what green
items and their advantage are and can encourage them to search for more green buy
options in there closeness. This help to extend the store network of green item by
raising the interests for local supply system.
 Closing the product life cycle – Green products advertised through Green marketing;
don’t just include new creations but also additionally reused, restored and

remanufactured goods. By conveying their choices, which regularly are less expensive
than normal green products and are considered as waste in the ordinary supply and
utilization designs, green marketing can add to opening consumer’s mind to the
alternative and along these lines closing the product life cycles.
Challenges of green marketing
 Need for standardization– It may by discover that main 5% of the showcasing message
starting with green and there is an absence of standardization. There may be no
standardization right now set up on the green products. To provide labeling and
licensing a standard quality control board to be taken place.
 New concept- An Indian proficient and urban consumer is getting more aware about the
benefits of green products. Be that it may, it is as yet another idea of majority of the
consumers should be thought and made aware about the eco-friendly products. The
new green development needs to achieve the majority and that will take a ton of time.
By India’s ayurvedic legacy, Indian consumers do value the significance of utilizing
regular and natural excellent items. Indian consumers are presented to sound living way
of life, for example yoga and normal nourishment utilization in those ways the
consumers is as of now aware and will be easily getting knowledgeable the green items.
 Persistent and perseverance- The investors and corporate need to see the environment
as a noteworthy long term venture opportunity advertises and marketers need to take a
long term profit by the new green development. It will require a great deal of tolerance
and no prompt customers. Since it is another idea and thought it will have its own
acknowledgement period.
 Majority the strategic distance from green myopia- The main rule of green marketing
is concentrating on clients or consumers benefits. The essential motivation behind why
consumers purchase certain items in any case. Promote consumers to switch marks or
even pay a premium for greener options. It won’t help if an item is produced which is
completely green in different angles however doesn’t pass the consumers loyalty
criteria.

Green products
In the recent years, in the field of market and advertising ‘Green’ term to be used
frequently. The word Green indicates environmentally favorable attributes. Eco friendly,
sustainable, ecological and going green are same terminology. The word Green or
sustainable to give an economic development, while conversation of future generations.
Before defining the Green let we tell that no products are 100% green. Eco friendly products
actually earth friendly or not averse to the environment.
Refillable
Reusable
Green Products
Recycled
Characteristics of Green products
 Products that is originally grown.

 Products that is reusable, recycled and biodegradable.
 Products have natural ingredients.
 Products have non-toxic materials and containing with recycled materials.
 Products that are not harmful for the environment and reduce the pollution.
 Green products are not tested on animals.
 Products are reusable, refillable and eco-friendly packaging.
Meaning of Consumer
The consumer is the person who consumes the products and services produced. As such
consumers assume a vital role in the part of economy because without effective demand
that radiates from them, the economy essentially falls. Consumers are individuals or
household that consumer products and services created inside the economy regular leave

and representatives and economics talking about consumers they are discussing individual
as consumer and aggregated commodity thing with little uniqueness other than that
communicated in the purchase not purchase choices however then producing expensive
statics and psychographic profiles of marketing concept advertisements marketers are
taking part in personalized marketing, market segments and mass customization.
In standard theory of microeconomics, consumer is expected to have a spending which can

be rationality of the budget distribution is picked by the preference of the consumer. Within
many selling companies ‘consumer’ has come to be an unfavorable term which implies a
consumer of product, who is not very intelligent. This is defined as ‘an intelligent customer
who has power in the buying connection between buyer and seller’.
Meaning of Green Consumers
A Green Consumer who is extremely worried about the environment, and along this, just
buy product that are eco-friendly or ecological. Products with practically no packaging,
product produced from environmental ingredients, products that are made without causing
pollution. Green consumer behavior means minimum use of scare natural resources for the
protection of environment that will be called consumer behavior.
Consumer behavior includes:
 Belief about product and services

 Feeling about product and services
 Behavior towards intention like brand, product, price
In case of Green purchases, Green consumers should take following purchase decision-
 Green consumers need to know how raw materials are acquired and where they
originated from, how food is developed, and what their potential effect is on
environment.
 Green consumers promote producers and retailer they trust and blacklist the products
of suspected polluters.

 Green consumers regularly don’t have a similar heavy spending design as the mass
customers.
The past few centuries are observe to the fast monetary development through expanding
consumer’s consumption around world. This has thusly caused ecological degradation
through finished consumption and over uses of natural resources. The outcomes of
ecological degradation are global warming, exhaustion of stratosphere ozone layer,
contamination of sea and water ways, noise and light pollution (Ramlogan, 1997). Grunert
(1993) announced that 40% ecological degradation has been achieved by the over utilization
exercises of private households. As the environment keeps on worsen, it has turned
relentless open concern in both created and additionally developing countries.
People can feel global warming change regular in this way ecological issue and environment,
although extremely intangible for the mass, have a touch to regular daily existence. In the
beginning of green development, the emphasis was on, how was bad everything. The
message was that different cut-off points to the environment ability to help human and
other types of life were being exceeds. If nothing was done environmental crumple inside
100 years would be inevitable for quite a long time there were notices about the threats of
environmental change over the top regular natural resource consumption and consistently
expanding wastage. On the cut off chance that there was a hypothesis of potential change it
dependent on the message itself. The idea appears to be that once individuals were
educated how that everything was they would change their way of life and conduct in like
manner.
The support of citizens can supplement existent lawful and monetary instruments, which
are facing lack of institutional, managerial and financial capacities for enforcement of
ecological laws. Experience in different nations proposes that biological mindful and ready
consumers can play a reactant part in reducing ecological issues. Since customers
themselves are real supporters of ecological degradation and pollution, any environmental
capable conduct on their part can go for in moderating the issues of exhaustion of common
natural and cutting down the pollution levels that have achieved distributing heights in

country. There expanded demand for the green products and can go about as a wait. On
business firms to turn green and begin marketing green items.
Consumer Buying Behavior
Consumer behavior simply defines as a study related how consumers behave when
whatever they purchase or not using, disposing off product or services. Which brand and
from where they will make purchase decision and their post purchase decisions?
That means consumers behavior is a key to the achievement of business organisation.

Marketing personnel are always breaking down the examples of buying behavior and buy
choices to predict the future patterns. Consumer behavior can be clarified as the
examination of how, when, what what’s more, why individuals buy. Consumer’s behavior
can be comprehended as: “the choice procedure and physical movement people take part in
while assessing, getting, utilizing or disposing of goods and services.” (Loudon and Della
Bitta, 1980). These days, this phenomenon, can also be shown in the accompanying way;
“Exercises individuals attempt while getting, consuming, and disposing of products and
services.”
Price Brand
Advertisement Satisfaction
Consumer Buying Behavior

Environmental Re-purchase
effect
Quality Packaging Offers

Consumer Buying Process
Many consumers’ purchases are done by individuals, but purchases are made by groups
such as a household. A number of individuals may interact to influence the purchase
decision. Each a person may assume a role in the decision making process. The buying
process is divided into various stages- Need recognition, Information search, Evaluation of
alternatives, Post purchase evaluation of decision and purchase.
Need recognition/ Information search Evaluation of

problem awareness alternatives
Post purchase Purchase

evaluation of decision
1. Problem recognition- The buying process starts with the problem recognition that a
problem exists. An individual may have several problems or needs at the same time.
But they may not get solving all these needs at once. The degree to which the consumer
intends to resolve the problem depends on several factors. Marketers must aware of
needs of customers and the problems that they face. If needs are known accurately
competitive advantage can be created by designing solutions they serve those needs
accurately. This may accomplished by marketing research.
2. Information search- After recognizing the problem, consumer start searching for
alternatives they may fulfilled the needs, and evaluates on the basis of various criteria.
There are 2 major sources for searching; the customer first conducts an internal search,
in this collect information about same product purchase decision made by earlier
customers. Information received from reference or advertisements related to the
product etc. in case of internal searches for information is insufficient, the customer
goes in for external sources in this information collection from personal sources such as

family, friends and non-personal or commercial sources such as advertisements,

retailers and other media sources.
3. Evaluation of alternatives and purchase- in this stage, serious consideration through

screening. The screening process to narrow down the choice to a few brands may use
different choice criteria from those used when making the final choice. Consumers use
various types of rules while arriving at the set of possible brands that can be considered
for purchase.
4. Purchase and Post Purchase decision- once the customer has confirmed in on the right
choice, he purchase the product. The purchase process itself involved several more
decisions. It involves decisions about, the place,, mode of payment, terms and
conditions, delivery of the product, installment the product etc. marketers should study
all important processes to face competitive environment.
Consumer experience some post purchase concerns called cognitive dissonance, which raise
due to uncertainly of making the right decision. This is because of choice of one product
often means rejection of attractive features of the alternatives. Consumers of the product
always think about services, guarantee and warranty.
Fast Moving Consumer Goods (FMCG)
The FMCG industries are extensively large sector in our Indian economy. This is the fourth
biggest sector i.e. household & personal care, food & beverages and healthcare in our Indian
economy and its market share is $13.1 billion. Fast moving consumer goods have a high
inventory turnover and are contrasted with specialty items which have lower sales and
higher carrying charges. Many retailers carry only fast moving consumer goods particularly
hypermarkets, big box stores and warehouse club stores. Small convenience stores also
stock fast moving goods; the limited shelf space is filled with higher turnover items.
The fast moving consumer goods (FMCG) industry or consumer packaged goods (CPG)
industry is mainly responsible for producing, distributing and marketing fast moving
consumer goods. The fast moving consumer goods industry is the fourth largest sector in
the Indian economy. Household and personal care products accounts for 50% of the sales in
the industry, healthcare accounts for 31-32% and food and beverage accounts for the
remaining 18-19%.
Indian population is spreading and getting wealthy day by day, especially, the middle class
and rural sector, offers tremendous opportunity which is left undiscovered to FMCG players,
development impact will be seen from item customization in the developed product
classification like healthy skin products and packed food, mouth wash and so on. In India
many MNC is have made their quality through their subsidiaries(HUL, Rackitt, Benckiser,
P&G) and the organisation dispatches innovative product from their parents portfolio in the
market regularly to ensure the development. India is agriculture based economy and has a
changed Agro climate condition which offers extended row material based reasonable for
some, FMCG sub-segment like food proceedings companies and so on. India is one among
those countries which has the most elevated creation of livestock, milk, spices, sugarcane,
cashews, coconut and the second most elevated creation of wheat, rice, vegetables and
natural products. Additionally, India has an abundant supply of caustic soda and soda Ash,
the real raw material required to make detergent and soaps. The easy accessibility of these
raw materials gives India an extra edge over different countries.
Types of Fast Moving Consumer Goods
As mentioned above, fast moving consumer goods are nondurable goods, or goods that
have short lifespan, and are consumed at a rapid or fast pace.
Fast moving consumer goods can be divided into several different categories including:
 Processed foods: Cheese products, cereals, and boxed pasta

 Prepared meals: Ready-to-eat meals
 Beverages: Bottled water, energy drinks, and juices
 Baked goods: Cookies, croissants, and bagels
 Fresh, frozen foods, and dry goods: Fruits, vegetables, frozen peas and carrots, and
raisins and nuts

 Medicines: Aspirin, pain relievers, and other medications that can be purchased without
a prescription
 Cleaning products: Baking soda, oven cleaner, and window and glass cleaner
 Cosmetics and toiletries: Hair care products, concealers, toothpaste, and soap
 Office suppliers: Pens, pencils, and markers
The fast moving consumer goods industry Because fast moving consumer goods have such a
high turnover rate, the market is not only very large, it is also very competitive. Some of the
world’s largest companies compete for market share in this industry including Tyson foods,
Coca cola, Unilever, Procter & Gamble, Nestle, PepsiCo, and Danone. Companies these need
to focus their efforts on marketing fast moving consumer goods to entice and attract
consumers to buy their products.
That’s why packaging is a very important factor in the production process. The logistics and
distribution systems often require secondary and tertiary packaging to maximize efficiency.
The unit pack or primary package is critical for product protection and shelf life, and also
provides information and sales incentives to consumers.
Fast moving consumer goods are sold in large quantities, so they are considered a reliable
source of revenue. This high volume of sales also offsets the low profit margins on individual
sales as well.
As investments, fast moving consumer goods stocks generally promise low-growth but are
safe bets with predictable margins, stable returns, and regular dividends.
The retail market in India is estimated to reach US$1.1trillion by 2020 from US$ 840 billion
in 2017, with modern trade expected to grow at 20-25% per annum, which is likely to boost
revenue of FMCG companies. Revenue of FMCG sector reached Rs.3.4 lakh crore (US$ 52.75
billion) in FY 18 and is estimated to reach US$ 103.7 billion in 2020. From October 2020 to
December 2020, the FMCG market rose 7.1%, driven by food items, health, hygiene and
rural areas.
Raise in rural consumption will drive the FMCG market. It contributes around 36% to the
overall FMCG spending. In the third quarter of FY20 in rural India, FMCG witnessed a

double-digit growth recovery of 10.6% due various government initiatives (such as packaged
staples and hygiene categories); high agricultural produce, reverse migration and a lower
unemployment rate.
In current scenario, the FMCG plays have taken sustainability for promoting the
environmental friendly products in order to satisfy the consumer’s wants in their day to day
life. Health and eco consciousness among our consumers is picking up energy and they are
interested to join a eco-friendly products into their lives because of ecological degradation.
Despite the fact that the market for green and these production are in initial stage in our
country, this is required to change customers are aware about the ecological uses has been
expanded everywhere throughout the world for as long as two decades.
Top 10 Companies in India
1. Hindustan Unilever - It is one of the biggest fast moving consumer goods company in
India. HUL Company is truly understanding of this kind in the India as well as abroad too.
HUL build up in 1933 a lever brothers, and in 1956, become known as Hindustan Lever
limited, HUL is the market pioneer in Indian consumers products with nearness in more
than 20 customers classes, for example, cleaners, cleanser and shampoos among other
with more than 70 crore Indian consumer utilizing its products.
2. ITC – ITC reach to its customer in many sections of business instead of FMCG, set up in
1910 as the Imperial Tobacco Company of India Limited, the company was renamed as
the Indian Tobacco Company of India Limited in 1970 and further to ITC restricted in
1974. Some brands of this company are very known especially ‘Ashirwad’ in kitchens and
‘John Player’ in fabric segments.
3. Dabur – Dabur India Limited is one of the India’s developing FMCG companies with
revenues of over approximately Rs.7806 crore. Dabur was established in 1884 by a
doctor named SK Burman in west Bengal, to deliver and administer Ayurvedic solutions.
Its medicinal services personal services, drinks, digestive and healthy skin products are
renowned for their regular fixings. Some of famous brands are fem, Dabur Amla hair oil,

Hajmola and Chyawanprash. Presently a day, real fruit juice is more popular than
PepsiCo’s juice from Tropicana.
4. Britannia – The Company builds up 1891, with a venture of Rs.265 initially, biscuits were
produced in a little house in focal Kolkata. Later, the company was gained by the Gupta
siblings essentially Nalin Chandra Gupta. Today, Britannia is a main food company in
India with over the Rs.7858 crore in 9ncome, delivering products in more than 5
categories. Its main focused on to keeping the quality and freshness of the food items.
Britannia is recognized as a stand out amongst the most trusted, significant and a well-
known brand among Indian Consumer is different reputed surveys.
5. Godrej – Godrej consumer products are India’s biggest designing and customer items
organization. It was founded in the year 1897 by Ardeshir Godrej and today its products
are utilized by more than 1.1 billion buyers internationally. Adi Godrej is director of
Godrej consumer products. Company is planning to grow abroad in Asia, Africa and Latin
America district.
6. Parle – Parle was established in 1929 in British year by the chauhan group of vile Parle,
Mumbai, Later on it divided into three companies Parle Agro, Parle products and Parle
bisleri in 1984. Presently company is among the main FMCG companies in India.
Company has some pioneer products in the section like biscuits (Parle-G), natural food
juice (frooti).
7. Amul – Amul formed at Anand in Gujarat in 1946. A co-operative body, Gujarat co-
operative milk marketing Federation, offers Amul brand of drain and dairy items the
nation over. Because of every day offer 120 liters of milk across the country, Amul’s
turnover has been developing more than 20% the most recent 6 years GCMMF plans to
achieve a sales turnover of Rs.30000 crore by 2017-18.
8. Pidilite – The industry was established in 1959 and has its head office in Mumbai. It is
available in the worldwide market too, for example, the Middle East and Brazil. There

are different manufacturing units of this everywhere throughout the world, for example,
Thailand, Egypt, U.A.E. and Bangladesh. The most famous brands are Fevicol, M Seal, Dr
Fixit, Harbour Idea and different or others.
9. Patanjali Ayurveda – It launched in 2015, Patanjali Ayurveda took the market giving
major FMCG and customer products companies like HUL, Dabur, Colgate, Palmolive etc.,
keep running for their cash. It has enlisted a turnover of the Rs.5000Cr. in 2016 with
desire to hit Rs10000 Cr. In 2017. Patanjali has extensive variety of items in food and
personal care category. Patanjali has bought and the business to go into variety of
segment for example food product, Dental care, Cosmetics, toiletries, hair care etc.
10. Haldiram’s – This company as begun as a little shop at Bikaner in 1937. Throughout the
years, they had enormous informal attention for its great tasty and hygienic food. Over
all outlets in India. Haldiram entered into to 10 biggest FMCG organizations because of
its dissolved turnover of Rs.4000 Cr. Which is much more than American fast food
McDonalds and Domino’s. Specialists feel that the brand could have more than Rs.5000
Cr. In retail deals after Parle in India. Haldiram’s serve it’s item in snacks, dessert, drinks
and Frozen food segments.

Major segments of the FMCG Industries
FMCG
Food & Beverages Health care Household & personal

care 50%
19% 31%
 Health beverages OTC products and  Oral care

 Backery product Ehical’s  Hair care
 Snacks, chocolates  Skin care
 Ice cream  Cosmetics
 Tea/coffee/softdrink  Deodorants,
 Processed fruits and Perfume
vegetables  Fabric washes etc.
 Dairy products etc.
1. Food and Beverages – This section contains the food processing industries, packed
foods, health drink industries, bread & biscuits confectionery. Packed mineral water and
Ice cream. The three largest classes of packed foods are packed Tea, Biscuits and soft
drinks. Tea market rules the Indian hot drink markets. Unorganized players appreciate
the significant share of Tea markets. Leading players of organized tea market are HUL
and Tata Tea. Other leading players in food segments are HUL, Amul, Dabur, Nestle, ITC,
and Godrej.
2. Personal care – This segment incorporates oral care items and beauty care items,
healthy skin items and hair care products, personal wash care etc. take care products.
The healthy skin and beauty care products market in large what’s more, esteemed at
$274 million and is ruled by leading players like HUL, Colgate, Palmolive, Godrej
consumer and Gillette India. The coconut oil portions cover 72% in hair oil market. The

hair care market can be partitioned in to hair oil, hair color, and conditioner, shampoos
and hair gel.
Personal wash can be additionally arranged into three portions i.e. premium, economy
and popular. Here also, HUL is driving the 120 market with the share of the 53%, Godrej
remains at second position with the market share of 10%. Expanding disposable income
of the Indian consumers, wide channel system of a MNC’s, growth in country interests
for premium products are key drivers for pulling the future demand development up in
major FMCG classes.
3. Household care – The cleanser segment in experiencing solid yearly development rate of
10 to 11 for during the last 5 years. The cleaners market is similarly dominated by the
nearby and unorganized players which shares decent level of the aggregate volume. In
urban area, individuals give preference detergent set up replaced with bars, household
segment included by extreme competition. Furthermore, abnormal state of entrance,
with fast urbanization and expanding disposable income, presentation of idea of little
packets and sachet, the household products demand is developing fast. In washing
powder section, HUL is the pioneer with 38 percent of market share. Other leading
players are P&G, Nirma and Henkle.
Advantages of FMCG Companies
In retail business, companies by and large offers sell that span a scope of item composes,
cost and overall profits. Fast moving consumer goods, also called Consumer packaged
goods, are things that ordinary offer rapidly and relatively as low cost. While FMCG’s are
anything but difficult to reject, despite everything they assume fundamental parts in how
retail organization work.
1. Cumulative profits – For retailer’s main concern, the key advantage of FMCG is the
aggregate benefit they provide. FMCG have low point margin, which means small level
of each every unit deals speak to benefits, include and can shape a critical part of a

retailer’s total profit for a financial period. The profit fill any number of money related
needs in the business.
2. Cross merchandising opportunities – Retailer flourish when customer purchases

different things on the each visit. FMCG give change to cross marketing, which happens
when a business places two items from various classes near each other in. A key course
of action, for example, an electronic retailer, may offer remote controls that have high
profit margins but do not fall into the FMCG classification. A shelf of batteries (which are
FMCG) by those remotes gives an opportunity to help deals and procure benefits on two
things when customer purchase the batteries they should work their new remote in the
same time.
3. Brand Appeal – At the point where retailer offers FMCG, it can depend on the brand
appeal that they produced to drive deals. Most FMCGs originate from brands that
promote intensely. This means when customers see FMCGs on store racks they have
prior emotional associations with those brands, which may not be availed for alternate
things that the retailers offers. Seeing recognizable brands may assemble trust between
the customers and retailers or promoters. An extra buy in light brand awareness, with
no extraordinary efforts from the retailers.
4. Diversification – Offering FMCGs spreads a retailer’s income source over a broader

range of products. The profit can enable counter balance to moderate deals for different
items and for other products during seasonal or items of lessened buyer certainty. In the
class of FMCGs retailers can browse among a relatively unlimited range of products
including pharmaceuticals, sustenance things, refreshments, households products are
disposal items, the range is some retailers, for example, super market and convince
store, remain in business offering then exclusively.

Green Marketing Practices of FMCG Companies
1. Market segmentation based on green tendencies – In green marketing companies offer

trust to ecological issues as their marketing strategy. While shaping a green marketing
procedure companies need to understand that as conventional marketing, there is no
single technique that will work for all companies. Each companies must analyze what is
procedure will be appropriate to them depending on its own individuals goals,
resources, target market, competitive condition etc. the initial stage in building up a
green methodology is to pick up by understanding of whether a product have green
quality is reasonable selling point to target customers. Few companies supposition that
there are winding up progressively keen on green distribution and some are now taking
it additionally have begun executing changes in FMCG companies trust that buyers are
currently starting to see and understand the potential outcomes and advantage of
greening. Hence, these company invest more energy to educate the customers on green
issues through seminars, presentation etc. there are some of the ways through which
companies segment the market in view of customers green techniques.
2. Choice if the green marketing strategy – A strategy decide the nature and direction of
the business, annunciates and flashes out innovative products and services to the
market. Creating and implementing green marketing system require a fundamental,
holistic and incorporated approach over every functional area. Including marketing mix,
targeting, pricing, design and positioning etc. the companies are truly committed to
environmental concern into action through marketing mix decisions can develop viable
green marketing strategies. Many FMCG companies say that three goal is to meet
consumers perceived them as green. While a few others uncover their responsibility
regarding the environment through green innovation, green companies together can so
on. Most companies today have essential learning of ecological issues however they
choose green and options for business benefits not for natural. Substance companies
invest push to teach their potential customers on ecological issues and advantages of
green technology. Companies should be known about their picture of the mind of the
customers and their focused on customers. This awareness would companies for

segmenting, targeting, positioning their customer and find appropriate strategies for
assignment of their products.
3. Choices of green marketing strategy on marketing mix – Companies that have received
ecological issue superior strategies can get an upper hand by animating advancement in
potential customers. Overall corporate practices propose that competitive advantage
must be on and those companies not executing green marketing methodology will be
viewed as uncompetitive, unresponsive and withdrawn from developing global markets
for long term achievement and advantages green marketing must be actualized by
companies everywhere throughout the world. Executing a green marketing procedure
gives the company another mission. This includes diverting customer decisions towards
decision that are environmentally compatible. It reorients the marketing mix and
rearranges the company’s conveyance framework and conveys them to address
environmental challenges.
4. Green marketing and competitive advantage – Companies need to develop a

framework for deciding the system to be decided for execution. Companies in various
industries can increase competitive advantage by practicing environmental awareness. A
few respondents declared that companies execute green measures so as to cut cost and
not for advancing green marketing.
Then again, some of them uncovered there uniqueness by implementing green

measures to increase competitive advantage. Companies are taking a shot at
approaches to drive down cost to make the green innovation more appealing.
Unfortunately the environmental viewpoint alone won’t seek after potential clients to
change over from ordinary results of green items.
5. Green marketing for sustainable competitive advantage

Sustainable competitive advantage alludes to the advantage of an company over
competition that can be kept up finished a long time. In an examination respondents
acquire that the companies seek after a green marketing technique for sustainability.

They feel that the interest for green items would step by step increment one next to the
other with an expansion number of producers. The respondents trust that the expanded
competition and customers request would change the market structure, in this manner
bringing about a decrease in green cost. While a few respondents communicated the
view that green marketing could offer no preferred advantage in light of the profitability
of its customers.
The individuals who executed green practices before feel that green marketing would
influence their corporate social picture in the positive way. Sustainable practices can
lead to enhanced environmental stewardship. Subsequently continuous competitive
advantage can be accomplished through normal cost based change in resource usage
and waste reduction.
6. Green production and marketing practices of FMCG’s

Green marketing refers to the holistic marketing approach with a wide scope of
activities like product modification, changes underway process, packing, etc. The
impact of green business practices required a top to bottom learning of the customer’s
necessities together with the capacity to fulfill these requirements while adding to
ecological sustainability. The most dominant advantages of green production activity
and marketing practices took after by a FMCG companies are item quality and company
picture in the minds of customers. FMCG companies that are ecologically protected
without sacrificing quality and productivity. Customer interest for green items and
services creates open doors for green offering, top line sales and building picture, and so
forth. All purchasers remain primarily concerned about discovering items that keep up
the right balance amongst quality and cost. High market share, business development,
brand picture, brand loyalty, brand value, consumer loyalty, customer satisfaction, client
trust, customer retention, employee satisfaction, etc. are the advantages of green
generation marketing practices took after by FMCG companies. Managers need to
create framework that fulfill the requirements of green business practices for achieving
the objectives.

7. Techniques that promote greenness

Marketers today utilize myriads of terms to pass on the products qualitative favorable
position for the environment. The consumers and the organizations will acknowledge
green as an umbrella term to characterize anything that is characteristic, recyclable and
useful for nature. The organizations like to utilize the term green when offering eco-
friendly, sustainable, clean items and services. Customers communicated some distrust
over green claims that organizations make that organizations have about their items.
Consumer’s goods companies are on the lookout for chances to demonstrate the
greenness, viability and nature of their items. The marketers who prevail with regards to
doing this the best are probably going to prevail upon the customers.
8. Pricing of green products

FMCG’s are of the conclusion that clients are obtained from purchasing green items in
view of reason like cost, question about the companies green claims, incapability of
green items and inaccessibility of the item. Among these variables cost remains the
essential barrier to buy green items. There is by all accounts a general readiness in client
to pay premium for “green” items in the event that they see extra an incentive in
execution plan visual interest and so on. Organizations for the same part settle a high
cost extending from 15%-20% on green house hold products. Organizations intend to
increment 20%- 25% on high value like hybrid cars, energy efficient A.C., machines and
so on. As costly things are not right now buy by clients, organizations increment their
buy inclination by giving financing choices, buy back and so forth to shorten the
purchase cycle of such sort of items.
9. Promotion strategies used by green companies

The development of green marketing being rapid in future, this gives chances to
business to advance their green offerings, green picture, employees moral etc.
knowledge about green items is made accessible to consumers through data gave on the
package labels. A portion of the potential wellsprings of green clients are word of
mouth, promoting and regular postal mail and so forth. Organizations offering green
items and administrations endeavor to use in store involvement to instruct shoppers.

Organizations want to teach customers on the capacity of green items by giving helpful
statistical data points about being conduct. Organizations spend more on promoting,
beefing upon their sites, most recent informal organizations to instruct customers about
natural advantages of their items. Additionally channels of circulation have changed
today and practical items are instant accessible in traditional markets.
10. Future of green marketing

The business world has started to recognize that condition assumes an imperative part
in all elements of business. Green touches in lives all people around the world. Little,
medium, expansive size companies are expanding turned out to be worried about the
effect of organizations on the environment.
Organizations think about clients and how they recognition. Along these lines, they are
touchy to greening up their item and procedures. In this condition where business is
regularly individual and connections longstanding, showcasing messages should Centre
around the considerations and worry of the general population they serve the green
condition. Chiefs of organization began creating natural and administration framework
to advance their greening exertion anticipating an organization’s picture as a pioneer
and trailblazer, who is socially and ecological conferred would absolutely deliver positive
outcomes.
Influential customers decide to do business with companies that have established their
green credentials. Companies are launching hefty advertising and web campaigns,
publishing extremely documented sustainability reports, cooperating and with external
source of communicate transparently and communicating the efforts internally for their
green promotion.

CHAPTER 02
RESEARCH DESIGN
MEANING OF RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the information needed to
structure or solve marketing research problems. In simple words it is the general plan of
how you will go about your research.
DEFINITION OF RESEARCH DESIGN
“A research is the specification of methods and procedures for acquiring the information
needed. It is the overall operational pattern or framework of the project that stipulates
what information is to be collected from which sources by what procedures.”
– Green and Tull
STAGES OF RESEARCH
Step 01- Identify the problem
Step 02- Review of literature
Step 03- Clarify the problem
Step 04- Clearly Define terms and concepts
Step 05- Define the population
Step 06- Develop the instrumentation plan
Step 07- Collect data
Step 08- Analyze the data

REVIEW OF LITREATURE
Review Related to Green Marketing
1. Zuhairah Hasan & Noor Azman Ali (2014) conducted a research that the green
innovation and green promotion, process and product put positive impact on
performance of firm. In the 21st century, environment change and fast exhaustion of
natural recourses and biodiversity is a portion of the challenges mankind must grasp.
The subject of green marketing is vast, having important implication for business
technique and open policy. Obviously, green marketing is an integral part of general
corporate methodology.
2. Ashwani K.Gupta (2013) founded that people have favourable attitude towards Green
Products and Marketing, Male and female respondents show no significant difference in
attitude towards Green Products, older and richer consumers have less favourable
attitude towards Green Products but a majority of Consumers are familiar with the
concept of Green Marketing and they are worried about the environment. In this
research researcher‟ give suggestions for companies should start organized and unified
campaigning for Green Marketing in special reference of age, gender, Income, region.
They also suggested to the Government, Provide subsidiary the green efforts, should
promote Green Product and services for enhanced Indian economy.
3. Gan et. Al. (2008) found that consumers who are naturally conscious are move to buy
eco friendly products.
4. Alsmadi, S. (2007) investigated in an empirical study of Jordanian consumers for their

environmental behaviour, which reveals high level of environmental existence but
preference of the green products and high level environmental conscience does not put
effect on final green product purchasing decisions. Because these types of consumers
have trust on traditional products and they have satisfied with these products

5. Martin, Bridget (2007) and some other had analysed attitudes towards the effect of
green product offerings on condition with information of effect of green product lines
on condition and found that there is no connection between the two and they
additionally found that attitude is not higher than information in effect of green
products offerings on condition, at present because of consumers ads people knowledge
on environment had increased significantly.
6. Nancy jeffgies (2007) say that ' Natural' is as yet an ambitious term, Natural product
cannot be defined except if a natural ingredient is defined we say an item is an natural
or naturally proceed meaning it is not synthetic and synthetically proceeds. Organics
have been defined mostly the word natural is utilized for food products. It crosses in
frequently in personal care products. The biggest usage in natural products is use of
additives there are natural preservatives that truly works however utilization rate is
moderate.
7. Ginsberg J.M. and Bloom N.P. (2004) stated that Green Marketing companies are socially
responsible corporate values will credible to selected customers but it is tough they also
back up environmental claims.
8. (Tijarnemo 2001) Coddington has defined it as promoting exercises that recognize

environmental stewardship as a business development opportunity.
9. William E. Kilboune (1998) stated that the improvement of green marketing is a

necessary condition for the compromise of human needs and nature. Green marketing
and its potential are most certainly not however completely understood since it is new.
Recent improvements is green marketing through do reflect a growing recognition of the
fast approaching disappointment of DSP(Domestic social Paradigm) and what’s more,
look into has started to diverse perspectives. Conflict situation, control, monetary
development and greening of innovation are issues in everyday advance towards
sustainability.

10. Linda formichelli (1997) founded those organic or natural products customers are
minority when constructed with what is accessible and what people are purchasing.
Indeed, even among the customers who are profoundly eco-friendly oriented. One of
every four will purchase frequently. Natural products buyers are willing to purchase
items in normal family unit cleaning products classifications, eco-Tourism, and organic
pet care products. An 40 indicated by them email is a decent promoting medium for
ensuring buys however not beginning buy. Green consumers are highly networked and
expect full integrity in green products.
11. Andrea Pronthero (1992), to see that there are different periods of green development
compared with first stage, 2nd stage is harder as buyers are moving from light green to
dark Green. Marketers should adopt Societal Marketing Concept (SMC) such that they
should to accept favourable circumstances arising from Green consumerism and should
to likewise know about depends of green development in order to kill dangers and
transform in this situations. The organisations should receive support to Grave approach
in assembling and marketing, some changes in packaging will not be enough.
Reviews related to FMCG
1. VN Sruthiya (2017) stated that the majority of consumers are not aware of products
available in the market. They are willing to extra pay due to the green products. This
study conducted specially to FMCG sector. Green marketing ideas rises out of societal
marketing. Green marketing is characterized to describe an item as being ecological
friendly. It holds the view that marketing which is piece of business needs to fulfil
customers‟ particular, as well as needs to consider the interest of society as a rule. That
is each one of the individuals who are influenced by the activities of a business should be
remembered when setting the targets and the strategies of an organisation. In this
manner, green organisation depends on its corporate vision that incorporates
environmental concerns. As the organisation working, this essentially implies the
organisations understand the necessities of the eco system with which communicates.

2. Stern (2000) has created a Framework for advancing theories of ecological huge
individual conduct and converts the terms of the creator of research gathering and
others to grow such a Theory. Researcher founded about meanings of ecological huge
conduct, characterizes of the practices and their causes, theories of environmentalism
concentrating particularly on Esteem trust standard hypothesis access the connection
between environment concern and behaviour and summarizes. Confirm on the variables
that decided environmental critical practices and that can successfully adjust them. The
research conducted by introducing some real recommendation and a few standards for
managing future Research and educating the plan of conduct project of natural
protection.
3. Johri, Lalit M., Kanokthip sahasakmontri (1998) based on the studies they found
ecological obligations by reputed cosmetic brand should be in production, distribution,
item and packaging. Thailand customers green point of view expected in regular
individual care items are „ingredients used‟ and „not tested in animals‟, their buy choice
depends on good value for money, products performance and have reliable for skin. The
customers have favourable attitudes to reputed brands.
4. Hawken (Ecology of Commerce, 1995) business has 3 issues to confront. These are what
it takes, what it makes and what it wastes. What it takes is materials, from the
environment (its biological community) through separating, mining, cutting, hunting and
other different means. What it makes is the results of trade, goods & services. Those are
derived from common habitat through the procedure of changes and change. What it
wastes speaks to eco cost emerging from trash, pollution and destruction of natural
systems, which are the results of taking and making forms. What’s more, these expenses
are not internalized in the majority of book keeping frameworks up until this point.

STATEMENT OF THE PROBLEM
The study is on consumer perception towards green marketing in FMCG in Tumkur city. In
this study I am going to check perceptions of consumers towards green marketing in FMCG
products. Due to the growing concern for healthy life style and environmental awareness,
consumers have been an adopted green product. But how the consumers are health
conscious while purchasing green FMCG and how they are concern about environmental
issues.
OBJECTIVES OF THE STUDY
 To identify the health consciousness of consumers while purchasing green FMCG

especially in Tumkur city.
 To identify the awareness towards environmental issues.
 To finding out the purchasing behavior towards green FMCG products.
 To identify the reasons for using green FMCG products.
 To analyze the consumer perception towards Green marketing in FMCG.
NEED / SIGNIFCANCE OF THE STUDY
The project is headed towards the study on consumer perception towards selecting the
green FMCG products. This study helps to know the opinion of individual consumers about
the products and also helps to know the factor influencing the environment.
SCOPE OF THE STUDY
Scope of the study includes collection of data regarding selecting the products and also
awareness about environment and health conscious from consumers, who are interested to
purchase green FMCG. The study is confined to Tumkur city only.
METHOD OF RESEARCH
Method of research is about how a researcher systematically designs a study to ensure valid
and reliable results that address the research aims and objectives. Research methods are
the strategies, process or techniques utilized in the collection of data or evidence for
analysis in order to uncover new information or create better understanding of a topic.

This research is conducted under the survey method and it explores consumer’s perception
towards green marketing in FMCG.
SAMPLE DESIGN
Sample size: 80
Sample technique: Convenient sampling
SOURCE OF DATA
Primary data:
Primary data source is an original data source, that is, one in which the data are collected
firsthand by the researcher for a specific research purpose or project.
Secondary data:
Secondary data refers to data that is collected by someone other than primary user.
Secondary data are those data which have been already collected and analyzed by some
earlier agency for its own use; and later the same data are used by a different agency.
PERIOD OF THE STUDY
The study is undertaken for a period of four months that is from the month of May 2021 to
August 2021 to study the topic.
PLAN OF ANALYSIS
The data from personal interview and other published sources is processes and edit for the
purpose of the study. The processed data are in tabular form. The data or information from
the tables is further graphically represented to make it pictorial and enable the reader to
grasp. Better percentage calculates to analyze data.

LIMITATIONS OF THE STUDY
 The report is strictly based on the opinion of the respondents.

 This study is limited to Tumkur city only.
 The study is for limited period of three months and opinion may change from time to
time so there may be difference in opinion in future.
 The information collected and analyzed are limited which may not fully represent the
population.

CHAPTER LAYOUT
Chapter 01: Introduction
The introduction starts with the brief overview of consumer perception towards green
marketing in FMCG.
Chapter 02: Research methodology
This chapter main focus on the objectives, statement of the problem, scope, significance,
method of research, period of study, sources of data, sample design, techniques and
limitations.
Chapter 03: Company profile
This chapter contains various information about various FMCG companies.
Chapter 04: Data analysis and interpretation
It deals with tabulation of collected data through structured questionnaire.
Chapter 05: Finding, suggestions and conclusions
In this chapter Findings Suggestions and Conclusions have been drawn based on the
analysis.

CHAPTER 03
COMPANY PROFILE
SOME OF THE TOP FMCG COMPANIES
1. Hindustan Unilever ltd

It is one of the largest Fast moving consumer goods (FMCG) companies in India. It is
founded in the year 1933 by Lever brothers. Its headquartered in Mumbai, India. The
Company’s turnover for the financial year ended 31st March, 2020 was Rs. 38,273
crores. The Profit was Rs. 9092 crores in the corresponding year.
Mission: Our mission is to add Vitality to life. We meet everyday needs for nutrition,
hygiene and personal care with brands that help people feel good, look good and get
more out of life.
Vision: Unilever’s corporate vision is “to make sustainable living commonplace. We
believe this is the best long-term way for our business to grow.”
Brands: Some of the famous brands of Hindustan Unilever Ltd are Home & Personal
Care products, Washing powders, Deodorants, Cosmetics, Skin Care products and hair
care products, food products etc.
Credit rating: CRISIL - AAA
Awards and Recognition: In 2009, three HUL brands featured in the top ten, and seven
in the top twenty. Received CNBC AWAAZ Consumer Awards in six categories for 2010,
Green company of the year, Value for money brand of the year, Ad effectiveness Award,

Marketer of the year award across all categories, Most preferred personal care company
in FMCG category, Most preferred home care company in FMCG category.
2. Britannia Industries ltd

Britannia Industries limited is an Indian food and beverages company. It is founded in
1892 by Nusli Wadia. Headquartered in Kolkata. The revenue is Rs.11,878.95 crore
(US$1.7 billion) and net income is Rs.1,402.63 crore (US$200 million) in 2020.
Mission: Contribute to every child’s right to Nutrition and Growth by implementing

sustainable, replicable programs, pursuing product innovation and research, addressing
core and allied causes for malnutrition and assuming responsibility for the nourishment
and vitality of the community.
Vision: Expanding our global client base via enhancement of our reputation in
selected business segments. Developing a stable client base with significant
repeat business.
Products: Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages,
Milk and Yoghurt.
Credit rating: 'CRISIL AAA/Stable/CRISIL A1+'.
Awards and achievements: The Global performance excellence Award by Asia Pacific
Quality Organization in Chicago on June 18. It won the “Best In Class” award, an
international recognition for its manufacturing units and the overall processes of
performance excellence adopted by the company.

3. (ITC) Indian Tobacco Company ltd:

ITC Limited is one of the leading FMCG Company of India and has been in the industry
from last 100 years. ITC was established in the year 1910. Company has been involve in
manufacturing Tobacco products and has head office in Kolkata. Turnover – 7.0 Billion
Dollar.
Mission: To enhance the wealth generating capability of the enterprise in a globalising

environment, delivering superior and sustainable stakeholder value.
Vision: Sustain ITC's position as one of India's most valuable corporations through world
class performance, creating growing value for the Indian economy and the Company's
stakeholders.
Products: Cyber XLPac, Safire Graphik, Carte Lumina, Omega Barr, IndoBev, Neo
WhiteBliss, Pharma Print, and Opaque Tissue.
Credit rating: 'CRISIL AAA/Stable/CRISIL A1+’
Awards and Achievements: ITC won the top UNIDO Award at the International
Conference on Sharing Innovative Agri Business Solutions at Cairo (2008) ITC was
conferred the Corporate Social Responsibility Crown Award for Water Practices from
UNESCO and Water Digest (2008) The Asian CSR Award for Environmental Excellence,
given by the Asian Institute of Management (2007), etc.
4. Patanjali Ayurved ltd:

Patanjali Ayurved Limited was established in the year 2006 with a thought of rural and
urban development. Founded by Yogrishi Swami Ramdev ji Maharaj & Acharya
Balkrishna ji Maharaj Patanjali Ayurved Limited's operating revenues range is Over INR

500 cr for the financial year ending on 31 March, 2020. Headquartered in the industrial
areas of Haridwar.
Mission: Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.
Vision: Keeping Nationalism, Ayurved is our pillars; we are committed to create a
healthier society and country. To raise the pride and glory of the world, we are geared
up to serve people by bringing the blessings of nature into their lives. With sheer
dedication, scientific approach, astute planning and realism, we are poised to write a
new success story for the world.
Products: Natural Food products, Natural health care, Natural personal care, Ayurvedic
medicines, Herbal home care, Patanjali Publications.
Credit rating: 'CRISIL BB+/Stable/CRISIL A4+'
Awards and Achievements: Patanjali ayurved limited has been awarded Certificate for
significant Achievement in Food and safety and Certificate for strong commitment to
Food safety, (PAN India Level) at 14th CII food safety, Quality and regulatory summit, on
11th December 2019 at New Delhi.
5. Nestle India ltd:

Nestle India Ltd one the biggest players in FMCG segment has its presence in milk &
nutrition beverages prepared dishes & cooking aids & chocolate & confectionery
segments. The company was incorporated on 28 March 1959. The company is
headquartered in Gurgaon, Haryana. Turnover – 87.0 Billion Dollar.

Mission: Nestlé is the world's leading nutrition, health and wellness company. Our mission
of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious
choices in a wide range of food and beverage categories and eating occasions, from morning
to night.
Vision: To be a leading, competitive, Nutrition, Health and Wellness Company delivering

improved shareholder value by being a preferred corporate citizen preferred employer
preferred supplier selling preferred products.
Brands: Beverages, Breakfast cereals, Chocolates and Confectionery, Dairy products,

Nutrition products, Food products etc.
Credit rating: 'CRISIL AAA/Stable/CRISIL A1+'
Awards and Achievements: The company also received three awards at Nielsen
Breakthrough Innovation Awards for NESCAF Ready-to-Drink (Emerging Play) MAGGI
Masalas of India and KIT KAT Strawberry Duo (both Short Term Play).Also bagged AskNestl /
NINA' Gold for Most Innovative Mobile Campaign of the year at MOBEXX Awards 2019, etc.
6. Dabur India ltd:

Dabur India limited is one of the largest fast-moving consumer goods (FMCG) companies
in India.. Established in the year 1884 by Dr. S K Burman at Kolkata. Headquartered
in Ghaziabad, Uttar Pradesh. Revenue is Rs. 8,703.59 crore (US$ 1.23 billion) in FY20.

Mission: The Company aims to provide products that will improve the lifestyles of
individuals through the easing of medical conditions and the improvement of the state of
the mind and body; this is its primary mission.
Vision: The vision of Dabur India is one of creating health and wellbeing in every household.
Products: 250 Herbal/Ayurvedic products Hair Care, Oral Care, Health Care, Skin Care, Home
Care and Foods.
Credit rating: 'CRISIL AAA/Stable/CRISIL A1+'
Awards and Achievements: Dabur had earlier won the ICSI National Award for Excellence in
Corporate Governance in the year 2014. Dabur was awarded the 5 TH ICSI National Award
for Best Governed Company for Excellence in Corporate Governance in the year 2005. Dabur
has also won the Golden Peacock Award in Corporate Governance apart from the Best
Board award by the Economic Times and Hay Group in the year 2012, etc.
7. Godrej Industries ltd:
Godrej group of company is one of the FMCG Company. It is established in the year 1897. It
was founded by Ardeshir Godrej and Pirojsha Burjorji Godrej. Headquartered in Mumbai.
Mission: To help Indians live better lives by creating a more employable workforce, a
greener India and innovating for good and green products.
Vision: Vision for 2020 is to be 10 times the size we are in 2010 while remaining a good
company.

Products: Some of the brands of this company are Cinthol, Godrej expert, Godrej No. 1, Hit,
Good Knight, Godrej Fair Glow, etc.
Credit rating: ICRA - AA
Awards and Achievements: Godrej Infotech for “Golden Deal of the year for 2013”,
Microsoft awarded Godrej Infotech with Regional Award Winner as “Dynamics Partner of
the year West- FY13”, etc.

CHAPTER – 04
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS
Data analysis is a process of collecting and organizing data in order to draw helpful
conclusions from it. The process of data analysis uses analytical and logical reasoning to gain
information from the data.
DATA INTERPRETATION
Data Interpretation is the process of making sense out of a collection of data that has been
processed. The collection may be present in various forms like bar graphs, line chats and
tabular forms and other similar forms and hence needs an interpretation of some kind.

Table 4.1: Showing the distribution of respondents by gender
Gender No.of Respondents Percentage
Male 34 41%
Female 50 60%
Total 84 100%
ANALYSIS
From Table 4.1, it shows that 50 respondents are Female and 34 respondents are male.
SOURCE: Primary data

Graph 4.1: Showing the respondents by gender
41%
60% Male
Female
INTERPRETATION
From the above graph 4.1, it is evident that the maximum numbers of respondents are
female and minimum numbers of respondents are Male.

Table 4.2: Showing the distribution of Qualification of respondents
Qualification No. of respondents Percentage
SSLC 0 0%
PUC 0 0%
Graduate 24 28.60%
Post graduate 60 71.40%
Total 84 100%
ANALYSIS
From table 4.2, it shows the distribution of respondents based on their qualification. The
analysis showed that majority of respondents are post graduates i.e., 60 and the
respondents who are graduates are 24.

Graph 4.2: Showing the respondents by Qualification
80%
71.40%
70%
60%
50% SSLC
40% PUC
28.60% Graduate
30%
Post Graduate
20%
10%
0% 0%
0%
SSLC PUC Graduate Post Graduate
INTERPRETATION
From the above graph 4.2, it is clear that the maximum numbers of respondents are post
graduates and minimum number of respondents is graduates.

Table 4.3: Showing the Awareness of Green FMCG
Aware of Green FMCG No.of respondents Percentage
Yes, I’m 74 88%
No, I’m not 10 12%
Total 84 100%
ANALYSIS
From table 4.3, it shows the respondents awareness of Green FMCG. The analysis showed
that majority of respondents are aware of Green FMCG i.e., 74 and the respondents who
are not aware of Green FMCG are 10.

Graph 4.3 : Showing the Awareness regarding the Green FMCG
12%
Yes, I'm
No, I,m Not
88%
INTERPRETATION
From the above Graph 4.3, the maximum numbers of respondents are aware of green
FMCG i.e., 88% and minimum numbers of respondents are not aware of green FMCG are
12%.

Table 4.4: Showing the Source of respondents awareness of Green FMCG
Source No.of respondents Percentage
Friends 27 33.80%
Family 9 11.20%
Social media 37 46.30%
Others 7 8.70%
Total 80 100%
ANALYSIS
From table 4.4, it shows source of respondents’ awareness of Green FMCG. The analysis
showed that maximum number of respondents’ source is social media i.e., 37 and the
minimum number of respondents aware of other source i.e., 7.

Graph 4.4: Showing the source of respondents awareness of Green FMCG
50.00% 46.30%
45.00%
40.00%
33.80%
35.00%
30.00%
25.00% Series1
20.00%
15.00% 11.20%
8.70%
10.00%
5.00%
0.00%
Friends Family Social media Others
INTERPRETATION
From the above graph 4.4, the maximum number of respondents is had got awareness of
Green FMCG from social media i.e., 46.30% and minimum number of respondents are from
other source are 8.70%.

Table 4.5: Showing the reasons for respondents awareness of Green FMCG
Reasons No.of respondents Percentage
High cost 2 4%
Quality 10 22.70%
Lack of education 9 20.50%
Not interested 9 20.50%
Other 14 31.80%
Total 44 100%
ANALYSIS
From Table 4.5, it shows the major reason for unawareness of Green FMCG is other
reasons i.e., 14 than the reasons of high cost, quality, lack of education and not interested.

Graph 4.5: Showing the reasons for respondents awareness of Green FMCG
35%
31.80%
30%
25% 22.70%
20.50% 20.50%
20%
15% Series1
10%
4%
5%
0%
High cost Quality Lack of Not Other
education interested
INTERPRETATION
From the above graph 4.5, the major reason for their unawareness of Green FMCG is other
reasons are 31.80% than the reasons of high cost, quality, lack of education and not
interested.

Table 4.6: Showing the extent of respondents awareness of FMCG products
Awareness of FMCG Product No.of respondents Percentage
Low 26 31%
Very low 12 14.30%
High 43 51.20%
Very high 3 3.30%
Total 84 100%
ANALYSIS
Table 4.6 shows the awareness of Green FMCG products. The analysis showed that
maximum of respondents are high aware of green FMCG products i.e., 43 and minimum of
respondents are very high aware are 3.

Graph 4.6: Showing the extent of respondents awareness of FMCG products
60%
51.20%
50%
40%
31%
30% Series1
20% 14.30%
10% 3.30%
0%
Low Very Low High Very High
INTERPRETATION
From the above graph 4.6, the maximum number of respondents are very high awareness
of Green FMCG i.e., 51.20% and minimum number of respondents are very high aware of
green FMCG i.e., 3.30%.

Table 4.7: Showing the respondents where they buy FMCG products
Buying behaviour No.of respondents Percentage
Petty shop 4 5%
Departmental store 25 29.80%
Super market 42 50.00%
Online 13 15.50%
Total 84 100%
ANALYSIS
Table 4.7 shows the buying behaviour of FMCG products.
The analysis showed that maximum of respondents are buy FMCG products in super
market i.e., 42 and minimum of respondents are buy FMCG products in petty shop are 4.

Graph 4.7: Showing the respondents where they buy FMCG products
50.00%
50%
45%
40%
35% 29.80%
30%
25% 15.50%
20%
15% Series1
10% 5%
5%
0%
INTERPRETATION
From the above graph 4.7, the maximum numbers of respondents are buy FMCG products
in super market i.e., 50.00% and minimum numbers of respondents are buy FMCG
products from petty shops i.e., 5%.

Table 4.8: Showing the extent respondent awareness that purchase of Green FMCG
product will contribute to sustainable future
Sustainable future No.of respondents Percentage
Yes 76 90.50%
No 8 9.50%
Total 84 100%
ANALYSIS
Table 4.8 shows the awareness of Green FMCG products.
The analysis showed that the maximum numbers of respondents are aware of purchasing
Green FMCG gives sustainable future i.e., 76 and minimum of respondents are not aware
of purchasing Green FMCG gives sustainable future are 8.

Graph 4.8: Showing the extent respondent awareness that purchase of Green FMCG
product will contribute to sustainable future
9.50%
Yes
No
90.50%
INTERPRETATION
From the above graph 4.8, the maximum numbers of respondents are aware of purchasing
Green FMCG gives sustainable future i.e., 90.50% and minimum numbers of respondents
are not aware of purchasing Green FMCG gives sustainable future are 9.50%.

Table 4.9: Showing the respondents feel about FMCG products regarding health
Regarding health No.of respondents Percentage
Yes 73 86.90%
No 11 13.10%
Total 84 100%
ANALYSIS
From Table 4.9, it shows that 73 respondents are feel FMCG products are good for health
and 11 respondents are feel FMCG products are not good for health.

Graph 4.9: Showing the respondents feel regarding health
13.10%
Yes
No
86.90%
INTERPRETATION
From the above graph 4.9, the maximum numbers of respondents are feel FMCG products
are good for health i.e., 86.90% and minimum numbers of respondents are feel FMCG
products are good for health i.e., 13.10%.

Table 4.10: Showing the respondents consumption of FMCG product
Consumption No. of respondents Percentage
Frequently 32 38.10%
Occasionally 34 41%
Completely 5 6%
Prefer normal goods 13 15.50%
Total 84 100%
ANALYSIS
From Table 4.10, it shows that 34 respondents are occasionally consuming the FMCG
product and 5 respondents are completely consuming the FMCG products.

Graph 4.10: Showing the respondents consumption of FMCG product
45.00% 41%
38.10%
40.00%
35.00%
30.00%
25.00%
15.50% Frequently
20.00%
15.00% Occationally
10.00% 6%
Completely
5.00%
0.00% Prefer normal goods
INTERPRETATION
From the above graph 4.10, the major numbers of respondents are consuming FMCG
products occasionally i.e., 41% and minimum number of respondents are consuming FMCG
products are 6%.

Table 4.11: Showing FMCG products and its package are designed to be recycled before
making a purchase
Recycle No.of respondents Percentage
Yes 61 74.40%
No 21 25.60%
Total 82 100%
ANALYSIS
Table 4.11 reveals that 61 respondents agree over the fact that FMCG products and its
packaging is designed to recycle and remaining 21 respondents feel like the packaging of
FMGC products is not meant for recycling is not environment friendly.

Graph 4.11: Showing FMCG products and its package are designed to be recycled before
making a purchase?
25.60%
Yes
74.40% No
INTERPRETATION
From in the above graph 4.11 reveals i.e., 74.40% respondents agree over the fact that
FMCG products and its packaging is designed to recycle and remaining i.e., 25.60%
respondents feel like the packaging of FMGC products is not meant for recycling is not
environment friendly.

Table 4.12: Showing respondents thinking about purchasing of FMCG product regarding
effect on environment.
Effect on environment No.of respondents Percentage
Yes 47 56.00%
No 37 44.00%
Total 84 100%
ANALYSIS
Table 4.12 shows the respondents thinking about purchasing of FMCG product regarding
The analysis showed that the maximum numbers of respondents are think purchasing of
FMCG product is effect on environment i.e., 47 and minimum of respondents are think
purchasing of FMCG product not effect on environment are 37.

Graph 4.12: Showing respondents thinking about purchasing of FMCG product regarding
60.00%
50.00%
40.00%
Yes
30.00% 56.00% No
44.00%
20.00%
10.00%
0.00%
Yes No
INTERPRETATION
From the above graph 4.12, the maximum numbers of respondents think purchasing of
FMCG products effect on environment and minimum numbers of respondents think
purchasing of FMCG products are not effect on environment.

Table 4.13: Showing the respondents reasons that FMCG effect the environment
Reason No.of respondents Percentage
Effect the natural habitat 14 22.60%
Reduces the fertility due to 23 37.10%

FMCG wastage
Harmful to human beings in 11 17.70%
long run
Effects due to harmful 14 22.60%
chemicals
Total 62 100%
ANALYSIS
From Table 4.13, it shows that 23 respondents major reason of effecting FMCG on
environment is reduces the fertility due to FMCG wastage.

Graph 4.13: Showing the respondents thinking FMCG effect the environment
40.00% 37.10%
35.00%
30.00%
25.00% 22.60% 22.60% Effects the natural habitat
20.00% 17.70%
15.00% Reduces the fertility due
10.00% to FMCG wastage
5.00% Harmful to human beings
0.00% in long run
Effects the Reduces Harmful Effects Effects due to harmful
natural the to human due to chemicals
habitat fertility beings in harmful
due to long run chemicals
FMCG
wastage
INTERPRETATION
From the above Graph 4.13, the major numbers of respondents are thinking FMCG effect
the environment because of Reduces the fertility due to FMCG wastage i.e., 37.10%.

Table 4.14: Showing respondents like in Green FMCG
Respondents like No.of respondents Percentage
Package 8 9.50%
Eco-friendly 67 79.80%
Design 0 0%
Others 9 10.70%
Total 84 100%
ANALYSIS
Table 4.14 shows the respondents like in green FMCG.
The analysis showed that the maximum numbers of respondents are like eco-friendly in
green FMCG i.e., 67 and minimum of respondents are like package of green FMCG.

Graph 4.14: Showing the respondents like in Green FMCG
79.80%
80.00%
70.00%
60.00%
50.00%
40.00% Series1
30.00%
20.00% 10.70%
9.50%
10.00%
0%
0.00%
Package Eco-Friendly Design Others
INTERPRETATION
From the above graph 4.14, the maximum numbers of respondents are like eco-friendly in
Green FMCG i.e., 79.80% and the minimum numbers of respondents are like package in
Green FMCG are 9.50%.

Table 4.15: Showing the respondents consciousness on health
Health conscious No.of respondents Percentage
Yes, I’m conscious 79 94%
No, I’m not 5 6%
Total 84 100%
ANALYSIS
Table 4.15 shows the respondents consciousness on health.
The analysis showed that the maximum numbers of respondents are conscious on health
i.e., 79 and minimum of respondents are not conscious on health are 5.

Graph 4.15: Showing the respondents consciousness on health
6%
Yes, I'm Concious

No, I'm Not
94%
INTERPRETATION
From the above graph 4.15, the maximum numbers of respondents are consciousness on
their health i.e., 94% and minimum numbers of respondents are not consciousness on their
health is 6%.

Table 4.16: Showing the respondents satisfaction about Green FMCG while purchasing
regarding to health
Satisfaction No.of respondents Percentage
Highly satisfied 15 17.90%
Satisfied 69 82.10%
Highly dissatisfied 0 0%
Dissatisfied 0 0%
Total 84 100%
ANALYSIS
Table 4.16 shows the respondents satisfaction about Green FMCG while purchasing
regarding to health.
The analysis showed that the maximum numbers of respondents are satisfied while
purchasing green FMCG i.e., 69 and minimum of respondents are highly satisfied while
purchasing green FMCG.

Graph 4.16: Showing the respondents satisfaction about Green FMCG while purchasing
regarding to health
90.00% 82.10%
80.00%
70.00%
60.00%
50.00%
40.00% Series1
30.00%
17.90%
20.00%
10.00% 0% 0%
0.00%
Highly Satisfied Highly Dissatisfied
satisfied dissatisfied
INTERPRETATION
From the above Graph 4.16, the maximum numbers of respondents are satisfied while
purchasing green FMCG i.e., 82.10% and minimum numbers of respondents are highly
satisfied while purchasing green FMCG are 17.90%.

Table 4.17: Showing respondents Like to refer their friends to use FMCG
Respondents like to Refer No.of respondents Percentage
Very likely 14 16.70%
Likely 51 60.70%
Neutral 18 21.40%
Unlikely 1 1%
Total 84 100%
ANALYSIS
From Table 4.17, it shows that 51 respondents are likely to refer their friends to use and 1
respondent are very likely to refer their friends to use FMCG.

Graph 4.17: Showing respondents like to refer their friends to use FMCG
70.00%
60.70%
60.00%
50.00%
40.00%
Series1
30.00% 21.40%
16.70%
20.00%
10.00%
1%
0.00%
Very Likely Likely Neutral Unlikely
INTERPRETATION
From the above Graph 4.17, the maximum numbers of respondents are likely to refer their
friends to use FMCG are 60.70% and the minimum numbers of respondents are very likely
to refer their friends to use FMCG.

Table 4.18: Showing the respondents purpose of using Green FMCG
Purpose No.of respondents Percentage
Product quality 12 14.50%
Health purpose 37 44.60%
Environment purpose 28 33.70%
Other 7 7.20%
Total 84 100%
ANALYSIS
Table 4.18 shows the respondents purpose of using green FMCG.
The analysis showed that the maximum numbers of respondents purpose of using green
FMCG is for health purpose i.e., 37 and minimum of respondents purpose of using green
FMCG is for other purpose are 7.

Graph 4.18: Showing the respondents’ purpose of using Green FMCG
44.60%
45.00%
40.00% 33.70%
35.00%
30.00%
25.00%
20.00% 14.50% Product quality
15.00% 7.20% Health purpose
10.00%
5.00% Environment purpose
0.00% other
INTERPRETATION
From the above Graph 4.18, the maximum numbers of respondents purpose of using green
FMCG is for health purpose i.e., 44.60% and minimum of respondents purpose of using
green FMCG is for other purpose are 7.20%.

Table 4.19: Showing the respondents offering cost for Green FMCG
Cost offer No.of respondents Percentage
Low 3 3.60%
High 17 20.20%
Average 57 67.90%
Neutral 7 8.30%
Total 84 100%
ANALYSIS
Table 4.19 shows the respondents purpose of using green FMCG.
The analysis showed that the maximum numbers of respondents prefer Average cost for
Green FMCG products i.e., 57 and minimum numbers of respondents prefer low cost for
Green FMCG are 3.

Graph 4.19: Showing the respondents offering cost for Green FMCG
67.90%
70.00%
60.00%
50.00%
Low
40.00% High
30.00% Average
20.20%
Neutral
20.00%
8.30%
10.00% 3.60%
0.00%
Low High Average Neutral
INTERPRETATION
From the above Graph 4.19, the maximum numbers of respondents prefer Average cost for
Green FMCG products i.e., 67.90% and minimum numbers of respondents prefer low cost
for Green FMCG are 3.60%.

Table 4.20: Showing the Respondents finding difference in Green & Non-Green FMCG
Difference No.of respondents Percentage
Yes 66 79.50%
No 18 20.50%
Total 84 100%
ANALYSIS
From Table 4.20, it shows that 66 respondents are finding difference in green and non-green
FMCG and 18 respondents are not finding difference in green and non-green.

Graph 4.20: Showing the Respondents finding difference in Green & Non-Green FMCG
20.50%
Yes
No
79.50%
INTERPRETATION
From the above graph 4.20, the maximum numbers of respondents are finding difference in
Green and Non – Green FMCG i.e., 79.50% and minimum numbers of respondents are not
finding difference in Green and Non – Green FMCG are 20.50%.

Table 4.21: Showing the respondents believe in purchase of green marketing in FMCG
product is correct from environment point of view.
Believe No.of respondents Percentage
Yes 79 94%
No 5 6%
Total 84 100%
ANALYSIS
From Table 4.21, it shows that 79 respondents are believe in purchase of green FMCG
product is correct from environment point of view and 18 respondents are not believe in
purchase of green FMCG product is correct from environment point of view.

Graph 4.21: Showing the respondents believe in purchase of green marketing in FMCG
product is correct from environment point of view
6%
Yes
No
94%
INTERPRETATION
From the above graph 4.21, the maximum number respondents are believe in purchase of
green FMCG product is correct from environment point of view i.e., 94% and the minimum
number of respondents are not believe in purchase of green FMCG product is correct from
environment point of view are 6%.

Table 4.22: Showing the respondents Experience of consuming FMCG products
Experience No.of respondents Percentage
Good 64 76.20%
Very good 18 21.40%
Bad 2 2%
Very bad 0 0%
Total 84 100%
ANALYSIS
Table 4.22 shows the respondents experience of consuming FMCG products.
The analysis showed that the maximum numbers of respondents are got good experience in
consuming FMCG products i.e., 64 and minimum numbers of respondents are got bad
experience in consuming FMCG products are 2.

Graph 4.22: Showing the respondents Experience of consuming FMCG products
76.20%
80.00%
70.00%
60.00%
Good
50.00%
Very Good
40.00%
Bad
30.00% 21.40% Very Bad
20.00%
10.00% 2% 0%
0.00%
Good Very Good Bad Very Bad
INTERPRETATION
From the above graph 4.22, the maximum numbers of respondents are got good experience
in consuming FMCG products i.e., 76.20% and minimum numbers of respondents are got
bad experience in consuming FMCG products are 2%.

CHAPTER – 05
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS
After thorough analysis and interpretation of data and research, the following findings are
derived..
1. The maximum numbers of respondents i.e., 88% are aware of green FMCG.
2. 46.80% of respondents who are aware of Green FMCG are had got awareness from
social media.
3. The maximum numbers of respondent’s major reason for their unawareness of
Green FMCG is other reasons than the reasons of high cost, quality, Lack of
education and not interested.
4. The maximum numbers of respondents i.e., 50.60% are buying FMCG products from
super market.
5. 90.40% of respondents are aware of purchasing Green FMCG gives sustainable
future.
6. The maximum numbers of respondents i.e., 86.70% are feel FMCG products are good
for health.
7. The maximum numbers of respondents are consuming FMCG products occasionally.
8. The maximum numbers of respondents thinking about purchasing of FMCG products are
9. The maximum numbers of respondents i.e., 79.50% are like eco-friendly in Green
FMCG and the minimum numbers of respondents are like package in Green FMCG.
10. The maximum numbers of respondents i.e., 94% are consciousness on their health.
11. 81.90% of respondents are satisfied while purchasing green FMCG.
12. 67.50% of respondents prefer Average cost for Green FMCG products.
13. The maximum numbers of respondents are got good experience in consuming FMCG
products i.e., 76.20%.

SUGGESTIONS
1. More awareness about Green FMCG has to be created so that not only educated
people are aware but uneducated people also get awareness.
2. The prices of green FMCG products have to be reasonable so that every customer
urges to buy such products.
3. Quality of green FMCG products have to improve so that very customer desires to
buy.
4. Should build the product image so that it creates and gets the attention of the
customers towards it.
5. Green FMCG products have to be promoted by all the medias of advertisement like
print media, television ads, sky ads so on.
6. The major health benefit of green FMCG products has to be highlighted in order to
grasp more customers.
7. The companies also get the attention of the government and explain the benefits of
the green FMCG products to the government and its effects on environment and
health.

CONCLUSION
Concerns have been expressed by manufactures and customers about the environmental
impact of products during recent decades. Consumers and manufacturers have directed
their attention toward environment friendly products that are presumed to be “green” or
environment friendly like low power consuming (energy-efficient) electrical appliances,
organic foods, lead free paints, recyclable paper, and phosphate free detergents.
Indian marketers are also realizing the importance of the green marketing concept.
Although a variety of research on green marketing has been conducted across the globe;
little academic research on consumer perception and preferences has been carried out in
India. This research provides a brief review of environmental issues and identifies the green
values of the consumers, their level of awareness about environmental issues, green
products and practices.
This dissertation highlights the consumers’ perception and preferences towards green
marketing practices and products with the help of a structured questionnaire.

BIBLIOGRAPHY
Books
 S A Sherlekar : Marketing management
Websites
 www.wikipedia.org.in
 https://shodhganaga.inflibner.ac.in
 https://www.topper.com
 https://www.import.io
 www.investopedia.com

ANNEXURE
Dear respondent,
I am Ruchitha V G an M.com student of Vidyavahini Post Graduation College,

Kuvempunagar, Tumkur. I have undertaken a project work on the topic of “A study on
consumer perception towards Green marketing in FMCG with special reference to Tumkur
city” as a part of academic requirement.
I kindly request you to spend your valuable time to go through and fill the questionnaire.
The information given by you will kept confidential and only for academic purpose.
Thanking you
Yours faithfully
RUCHITHA VG
Name: _________________
Gender
a) Male
b) Female
Qualification
a) SSLC
b) PUC
c) Graduate
d) Post graduate

1. Are you aware of FMCG?

a) Yes, I’m
b) No, I’m not
2. If yes, how did you come to know about green FMCG?

a) Friends
b) Family
c) Social media
d) Others
3. If no, what is the reason?

a) High Cost
b) Quality
c) Lack of education
d) Not interested
e) Others
4. How much you aware of FMCG product?

a) Low
a) Very low
b) Average
c) High
d) Very high
5. From where do you usually buy FMCG products?

a) Petty shops
b) Departmental store
c) Super market
d) Online
6. Are you aware that purchasing green FMCG products will contribute to sustainable
future?
a) Yes
b) No
7. Do you feel FMCG products are good for health?
a) Yes
b) No

8. How often do you consume of FMCG product?

a) Frequently
b) Occasionally
c) Completely
d) Prefer normal goods
9. Do you consider your product and its package are designed to be recycled before making
a purchase?
a) Yes
b) No
10. Do you think while purchasing FMCG product is going to effect on environment?
a) Yes
b) No
11. If yes, how do you think it affects the environment?

a) Effects the natural habitat
b) Reduces the fertility due to FMCG wastage
c) Harmful to human beings in long run
d) Effects due to harmful chemicals
12. What do you like the most in green FMCG?

a) Package
b) Eco- friendly
c) Design
d) Others
13. Are you conscious about your health?

a) Yes, I’m conscious
b) No, I’m not
14. Are you satisfied with green FMCG while purchasing in respect to health?
a) Highly satisfied
b) Satisfied
c) Highly dissatisfied
d) Dissatisfied

15. Would you like to refer your friend to use FMCG?

a) Very likely
b) Likely
c) Neutral
d) Unlikely
16. What is the purpose of using green FMCG?

a) Product quality
b) Health purpose
c) Environment purpose
d) Others
17. How much cost can you offer for green FMCG?
a) Low
b) High
c) Average
d) Neutral
18. Do you find any different in green FMCG and non-green FMCG?
a) Yes
b) No
19. Do you believe your purchase of green marketing in FMCG product is correct from
environment point of view?
a) Yes
b) No
20. How was your experience of consuming FMCG products?

a) Good
b) Very good
c) Bad
d) Very bad

Consumer views on green FMCGs

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Consumer views on green FMCGs

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A STUDY ON CONSUMER PERCEPTION TOWARDS GREEN MARKETING IN FMCG

WITH SPECIAL REFRENCE TO TUMKUR CITY

Chapter no. Title Page.no

4 Data Analysis and Interpretation 43 – 87

5 Findings, Suggestions and Conclusion 88 - 90

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 1

SL. NO. PARTICULARS Page no.

4.1 Gender of the respondents 44

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 2

SL.NO. PARTICULARS Page no.

4.1 Gender of the respondents 45

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 3

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 4

Marketing refers to activities a company undertakes to promote the buying or selling of a

Professionals who work in a corporation’s marketing and promotion departments seek to

Concept of Green Marketing

 Exploring the ecological unharmed products.

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 5

Green marketing defined by Pattie (1995):

Green or environmental marketing consistent of all activities designed to generate and

According to the American marketing association, Green marketing is the marketing of

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 6

broad range of activities, including products modification, changes to the production

Green innovation is a generally youthful commercial Centre however financial specialist

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 7

Green marketing refers to all-encompassing promoting idea where in the production,

Adoption of Green Marketing

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 8

 Business opportunity – A majority of the population in the countries of the shifting

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 9

Challenges of green marketing

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 10

Characteristics of Green products

 Products that is originally grown.

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 11

In standard theory of microeconomics, consumer is expected to have a spending which can

Meaning of Green Consumers

Consumer behavior includes:

 Belief about product and services

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 12

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 13

Consumer Buying Behavior

That means consumers behavior is a key to the achievement of business organisation.

Consumer Buying Behavior

Quality Packaging Offers

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 14

Consumer Buying Process

Need recognition/ Information search Evaluation of

Post purchase Purchase

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 15

family, friends and non-personal or commercial sources such as advertisements,

3. Evaluation of alternatives and purchase- in this stage, serious consideration through

Fast Moving Consumer Goods (FMCG)

Types of Fast Moving Consumer Goods

 Processed foods: Cheese products, cereals, and boxed pasta

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 17

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 18

Top 10 Companies in India

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 19

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 20

VIDYAVAHINI POST GRADUATION COLLEGE, TUMKUR. Page 21

Major segments of the FMCG Industries