Fast Moving Consumer Goods (FMCG

)

Report On

Buying Behavior of FMCG Products

Submitted Submitted By: The Akanksha Sharma Ahmedabad Campus Sharma Upadhyay

To: Authorities, Anil Selin Gurjar Shailesh Hiral Gusai

Ahmedabad Campus

Acknowledgement
We consider our proud privilege to express deep sense of gratitude to Mr. Himanshu Vaidya for his admirable and valuable guidance, keen interest, encouragement and constructive suggestions during the course of the project. We would also like to express our hearty gratitude to our faculty guides, Prof. Jaydeep Banerjee and Mr. Nitesh Khanna of Unitedworld, Ahmedabad for their valuable guidance and sincere cooperation, which helped us in completing this Singapore business trip project. Last, but not the least, we sincerely thank all the members of our team for their immense support and assistance extended during the course of this project and in making it a valuable experience.

Introduction 2-3 3.From: nksha Sharma Sharma Selin Gurjar Shailesh Upadhye Hiral Gusai Ahmedabad Campus Aka Anil Table of Content 1. Comparison between FMCG in 2005 & 2006 4-5 . Overview of FMCG 3 4. Executive summary 1-1 2. FMCG in 2006 4 5.

Scope of FMCG 8 8. 16.6. Top players in FMCG sector 11 10. 15 13. 12 11. 12. Analysis Secondary players Review of literature Research objectives 12-14 19-60 15. Questionnaire 66-68 64-65 Conclusion Suggestions & recommendations 61-62 . 63 17. Growth prospects 8-11 9. Research methodology 16-19 14. Sector’s outlook 5-7 7. References 18.

5. Then we have given a review of the findings of some of the researches that has already been conducted by various researchers. 2. Then we have concluded the findings of the survey. sample size. 3. 7. Then we have described our research methodology i. 8. 6.Executive Summary In this research the researchers have put an effort to understand the buying behavior of the consumers towards Indian FMCG products in Singapore. sampling procedure that we have used in our report. the researchers have first of all given a brief review about FMCG sector as a whole. Then we have analyzed the data which was collected by a questionnaire. . 9.e. Then finally. We have used stratified random sampling as our sampling procedure. Then we have given the panoramic view regarding the topic. 1. In this report. the sample unit. 4.. we have given few suggestions & recommendations regarding the topic. Then we have enumerated our research objectives. sampling region.

the demand of FMCG is increasing continuously abroad. A major portion of the monthly budget of each household is reserved for FMCG products. the strategy and marketing style of FMCG companies had been changed. shampoos. The volume of products circulated in the economy against FMCG products is very high. It was the initial stage of FMCG companies in India. tooth paste. shoe polish. as the number of products the consumer uses. As the income level of the international consumers increasing. they took no any interest to produced or sell products in Singapore markets except India. It is wider for the FMCG. As per as the time had passed. household accessories. detergents. is . shaving products. Fast moving consumer goods (FMCG) are popularly named as consumer packaged goods.Introduction There was a time when the FMCG companies ignored Singapore market. The most common in the list are toilet soaps. extends to certain electronic goods. The international market is the one of the best opportunity for the FMCG sector in the India. packaged food stuff. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. These items are meant for daily or frequent consumption & have a high return.

Companies spend a large portion of their budget on maintaining distribution networks. FMCG sector has now. which refer to things that we buy from local supermarkets on daily basis. Manufacturing can be outsourced. i. After 4 years of dull performance in both revenues & profits. Overview of FMCG Sector FMCG is an acronym for Fast Moving Consumer Goods. A recent phenomenon in the sector was entry of multinationals and cheaper imports. principally because of the smaller companies that have substantially improved their market shares at the cost of larger players. If we carefully observe the FMCG index & BSE index.comparatively very high. the things that have high turnover & are relatively cheaper. the regional players. & in some cases. Also the market is more pressurized with presence of local players in Singapore markets. New entrants who wish to bring their products in the national level need to invest huge sums of money on promoting brands. gained the momentum.. Competition in FMCG sector is very high resulting in high pressure on margins. since 2005. FMCG companies maintain intense distribution network. we would realize that the returns on money invested in FMCG .e.

because of which . Comparison of 2006 and 2005 After two years of sinking performance of FMCG sector.index are much lower than the returns in benchmark index. prices also increased. The FMCG sector has under performed the benchmark BSE sensex in 2006. while both the domestic sector registered a growth of around 8%. the urban consumers continued with their shopping spree. Packets and sachets contributed to the highest growth in Singapore areas. Strong growth was seen across various segments in FY06. the year 2005 has witnessed the FMCG’s demand growing. With the rise in disposable income and the economy in good health. Though both the indices were close to each other till august 2006. however. in the later part of the year the sensex surpassed the FMCG index by a reasonable margin. depends on two factors: • Growth in FMCG Increase in penetration and consumption in Singapore markets Change in aspirations and tastes of the urban • population abroad Both these factors contributed to growth in 2006. The international demand grew at around 11%. Besides demand.

Some companies absorbed higher input prices. The large format retail stores in metros also stimulated sales.5%. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people. even if on a very small base. With a growth of 52. during the last 1 year outperformed the sensex. the BSE FMCG index has.60. Sector’s Outlook FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs.1. A well established distribution network. which could manage a growth of 41% only. .000 crores. the FMCG sector in India is expected to grow at a compounded growth rate (CAGR) of 9% to a size of Rs. intense competition between the organized & unorganized segments. 93. while others were able to pass on the cost to the consumers.only the selected consumers moved up in the value chain. According to a CII – A T Kearney Report. low operating costs.000 crores at present.43. especially in small towns and rural India. strong branding characterizes the market.000 crores by 2010 from Rs.

shampoo. as shown in table below: Sales Value Growth % Categories 2004-2005 2005-2006 Apr. 2006 .The large consumer base. The sector has registered an up trend in growth across categories. and the growing middle class open up huge opportunities to FMCG companies to take the consumers to branded products and offer new generation products. toothpaste.2006Sept. hair oils. such as health supplement. particularly in Singapore market. in the FY06. However. and mosquito repellant. the sector has witnessed a double-digit growth in profits and revenues. The sector's lack-luster performance in the last few years was due to price competition and increase in raw materials cost.

746 Capitalization Enterprise Value Return Capital Employed (ROCE) P/E Ratio on 47.7% 662.540 51.0% 27.6% 31-03-2005 148.008 63. (2000) Sector Financials 31-03-2006 Net Sales Sales Growth Profit Tax after 164.001 -24.072 551.380 21.8% 19.2% 65.196 10.595 16.0% Source: CII – A T Kearney Report.1% 45.971 PAT Growth Market 74.5% 21.241 2.810 645.1% 26.0% 17.Health -5% Supplement (Chyawanprash) Shampoo Toothpaste Hair Oils Mosquito Repellant 10% 5% 9% 13% 0% 23% 23% 6% 18% 10% 19% 16% 23% 29% Source: CII – A T Kearney Report.477 In millions 31-03-2004 145. (2000) .

For example. Growth Prospects FMCG sector is also likely to benefit from growing demand in the international market. household care. It has been estimated that FMCG sector will rise from around Rs.1 billion. Because of the low per capita consumption for almost all the products in the country. 92. Though the sector witnessed a slower growth in 2002 – 04. 56. Hindustan Levers Limited (HLL) has shown a healthy growth in the last quarter. & the chocolates & confectionary categories are estimated to be the fastest growing segments. An estimated double-digit growth over the next few years shows that the good times are likely to continue. FMCG companies have immense possibilities for growth.100 crores in 2010. FMCG sector is expected to grow by over 60% by 2010. male grooming. it has been to make a fine recovery since then. That will translate into an annual growth of 10% over a period of 5 years. Hair care.Scope of the FMCG Sector The Indian FMCG sector has a market size of US $13. female hygiene. says an HSBC Report. And .500 crores in 2005 to Rs.

household care and feminine hygiene. and hot beverages. wheat and fruits . and dairy are long-term growth categories in both domestic and Singapore. if they are able to take the consumers to branded products and offer new generation products. boosting purchasing power in abroad. Indian Competitiveness and Comparison with the World Markets: The following factors make India a competitive player in FMCG sector: 1. coconut. sugarcane. fabric care. milk. including skin care. bakery. It is expected that the international income will rise in 2007. spices and cashew and is the second largest producer of rice. international Indian goods consumption accounts for more than 40% consumption in major FMCG categories such as personal care. i. Availability of raw materials Because of the diverse agro-climatic conditions in India. they would be able to generate higher growth in the near future. will keep growing at relatively attractive rates. there is a large raw material base suitable for food processing industries.if the companies are able to change the mindset of the consumers. Within the foods segment. In Singapore. However.e. home and personal care category. it is estimated that processed foods. India is the largest producer of livestock.

2. which are required for the production of soaps and detergents. The availability of these raw materials gives India the location advantage. Low labor costs give the advantage of low cost of production. India's labor cost is amongst the lowest in the world. Labor cost comparison Low cost labor gives India a competitive advantage. . India also produces caustic soda and soda ash. Many MNC's have established their plants in India to outsource for domestic and export markets. after China & Indonesia.&vegetables.

Procter & Gamble Hygiene & Health Care 10.3. Dabur India 6. Cadbury India 8. Presence across value chain Indian companies have their presence across the value chain of FMCG sector. This brings India a more cost competitive advantage. etc. For example. Hindustan lever limited (HLL) 2. Marico Industries Secondary Players . Britannia Industries 9. Nestle India 4. ITC (Indian Tobacco Company) 3. Top Players in FMCG Sector 1. butter. right from the supply of raw materials to packaged goods in the food-processing sector. GCMMF (AMUL) 5. Asian Paints (India) 7. Amul supplies milk as well as dairy products like cheese.

the same is expected to grow from 65 million to 79 million. 1. Urban Indian market and the marketing strategy have become the latest marketing buzzword for most of the FMCG majors. suggested that the lifestyle of urban consumers is changing. Heinz Review of Literature International market is one of the best opportunities for the FMCG sector. Parle Agro 6. 2.1. Colgate-Palmolive (India) Ltd. According to the NCAER projections. the number of middle and high-income households in international area is expected to grow from 140 million to 190 million by 2013. J. 5. 4. Nirma Ltd. Tata Tea Ltd. In some sense we can say that international market is future of FMCG. Basu Purba (2004). H. 3. Thus. She takes into consideration the study of National Council for Applied Economic Research (NCAER). Godrej Consumers Product Ltd. the . In urban India.

Research objectives . It will provide detail information about consumer preferences towards a good number of FMCG products which is too unique and different from those previous researches. As per our concern of the research. it is a detail study of different FMCG products used by international consumers.absolute size of international market is expected to be double that of urban India.

• To understand the image of the products in the eyes of the international consumers. Research methodology Data collection . • To know the amount of household income spent on the consumption of FMCG products.• To understand the demand pattern of FMCG products in the international market.

2. 4. working people (including men & women) college students school students senior citizens Sample size: 1. school students. We have chosen Ang Mo Kio. The researchers have selected Singapore. Sampling procedure: . In these areas she can easily meet working people (both male & female). Little India. working people: 32% college students: 29% school students: 23% senior citizens: 16% Sampling region: 1. 4. as their area of study. Tampines and Orchard as her areas of research. 3. college students & senior citizens.Sample unit: 1. 3. 2. 2.

news papers. journals. the survey is kept simple and user friendly. internet. Primary data: it will be collected with the help of a self administered questionnaire. This questionnaire aims to gather information related to various Branded products. magazines. Secondary data: it will be collected with the help of books. Also technical jargons are avoided to ensure that there is no confusion for respondents.The researcher will take stratified random sampling as the sampling procedure. Research instruments: Questionnaire design: As the questionnaire is self administrated one. Words used in questionnaire are readily understandable to all respondent. etc. . 2. Data collection method: 1. research papers.

Analysis

(Considering only the buyers buying Indian Origin Goods And Data comprising only of Indian goods.)
1. Which soap u prefer to use?

The reaction of people towards various Indian SOAP brands can be tabulated in the following manner: Brands Percenta ge Lux 36 Dettol 22 Lifebuoy 18 others 24

In the survey that the researcher conducted, it could easily be concluded that LUX, the product of HUL was highly in demand. LUX, the product of HUL covers 36% of the market share. After LUX, the other brands (EXCEPT LUX, DETTOL, LIFEBUOY) covers 24% of the market share. This is then followed by DETTOL, the product of RECKITT BENCKISER with a market share of 22%, which is then followed by LIFEBUOY, the product of HUL with a market share of 18%.

This data can be graphically explained with the help of the following bar graph:

de ma nd o f so a p bra n ds

40 35 30 25 pe r ce nt a ge 20 15 10 5 0 br a nds lux de t t o l life buo y o t he rs

2. the reaction of people towards various packs of SOAP can be tabulated in the following manner: Family pack (3 in 1) 44 Packs of soaps Percentage Single pack 56 In the survey that the researchers conducted. . they tried to differentiate amongst people. Which pack u prefer to use? In order to determine the income pattern of the consumers. 3 in 1 pack. This classification can be done on the basis of the daily expenditure that people make. average household income & above household income. However. with below average household income. it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of SOAP brands available in the market. 56% consumers demand single pack.e. 44% consumers demand family packs i.

This data can be graphically explained with the help of the following bar graph: d e m a n d o f p a c ks o f s o a p 60 50 40 p e r c e n t a3 0 ge 20 10 0 p a c ks pr e fe r r e d b y customers s in g le p a c k fa m ily p a c k ( 3 in 1 ) .

the product of TATA has a market share of 32%. the product of HUL which holds18% of the market share. it could easily be concluded that TATA TEA. Followed by other brands (EXCEPT TATA TEA. Which tea u prefer to use? The reaction of people towards various TEA brands can be tabulated in the following manner: Brooke Bond 28 Brands Percenta ge Tata Tea 32 Taj Mahal 18 Others 22 In the survey that the researchers conducted. TAJ MAHAL) with a market share of 22%. This is finally followed by TAJ MAHAL. . with a market share of 28%. BROOKE BOND. This is followed by.1. BROOKE BOND.

This data can be graphically explained with the help of the following bar graph: dem and of tea brands 35 30 25 20 pe rce nta ge 15 10 5 0 bra nds tata tea b ro o ke bo n d taj mahal othe rs .

e.2. with below average household income. 32% consumers demand medium pack. 48% consumers demand sachet packs. However. However.. Which tea pack u prefer to use? In order to determine the income pattern of the consumers. the reaction of people towards various TEA packs can be tabulated in the following manner: Medium pack 32 TEA packs percentage Sachet 48 Large pack 20 In the survey that the researcher conducted.20% consumers demand large pack. she tried to differentiate amongst the people. This classification can be done on the basis of the daily expenditure that people make. . it was necessary for the researchers to distribute the consumers on the basis of their demand for the various packs of TEA brands available in the market. it can be concluded that sachets are most commonly used by the people . average household income & above household income.i.

This data can be graphically explained with the help of the following diagram: d e m a n d o f t e a p a c ks 50 40 30 pe rcenta ge 20 10 0 p a c ks p r e fe r r e d b y c u s t o m e r s sachet m e d iu m p a c k la r g e p a c k .

the product of COLGATE PALMOLIVE is the market leader. . COLGATE. which covers 27% of the market share.3. which covers 16% of the total market share. Which is then followed by others brands (EXCEPT PEPSODENT. Followed by CLOSE – UP. the product of HUL is demanded by the customers. which covers 22% of the market share. it could easily be seen that COLGATE. the reaction of people towards various TOOTH PASTES can be tabulated as follows: Pepsoden t 27 Brands Percenta ge Colgate 35 Close Up 22 Others 16 In the survey that the researcher conducted.UP). which covers 35% of the total market. Which tooth paste u prefer to use? However. CLOSE . the product of HUL is demanded by the customers. After that. PEPSODENT.

This data can be graphically explained with the help of the following bar graph: dem and of tooth paste 35 30 25 20 pe rcenta ge 15 10 5 0 bra nds pepsodent c o lg a t e c lo s e u p othe rs .

48% consumers demand medium packs. the reaction of people towards various TOOTH PASTE packs can be tabulated in the following manner: Tooth paste pack Percentage Medium pack 48 Small pack 34 Family pack 18 In the survey that the researcher conducted. average household income & above household income. she tried to differentiate amongst the people.4. However. However. Which pack u prefer to use? In order to determine the income pattern of the consumers. This classification can be done on the basis of the daily expenditure that people make. . it can be concluded that 34% consumers demand small packs. it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of TOOTH PASTE brands available in the market. with below average household income. 18% consumers demand large pack.

This data can be graphically explained with the help of the following graph: d e m a n d o f p a c ks o f to o th p a s te 50 40 30 pe rcenta ge 20 10 0 p a c ks p r e fe r r e d b y c u s t o m e r s s m a ll p a c k m e d iu m p a c k f a m ily p a c k .

TIDE) which captures 16% of the market share. the product of HUL which has a market share of 27%. the product of PROCTER & GAMBLE which has a market share of 27%. .5. Which detergent u prefer to use? The reaction of people towards various DETERGENT brands can be tabulated in the following manner: Brands Percenta ge Surf 27 Rin 35 Tide 22 Others 16 In the survey that the researcher conducted. This is followed by SURF. This is followed by TIDE. it could be easily concluded that RIN. This is finally followed by other brands (EXCEPT SURF. RIN. the product of HUL captures 35% of the total market share.

This data can be graphically explained with the help of the following bar graph: dem a nd o f deterge nts 35 30 25 20 pe rce nta ge 15 10 5 0 brands surf r in t id e others .

the reaction of people towards various DETERGENT packs can be tabulated in the following manner: Detergent packs Percentage Medium pack 27 Sachet 43 Family pack 30 In the survey that the researcher conducted.6. However. Which pack u prefer to use? In order to determine the income pattern of the consumers. 30% . This classification can be done on the basis of the daily expenditure that people make. However. with below average household income. it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of DETERGENT brands available in the market. she tried to differentiate amongst the people. 43% consumers demand sachet packs. average household income & above household income.

27% consumers demand medium packs.consumers demand family packs. This data can be graphically explained with the help of the following bar graph: .

de m a nd o f de te rge n t p a cks 45 40 35 30 25 pe rcenta ge 20 15 10 5 0 sachet m e d iu m p a c k f a m ily p a c k p a c ks p r e fe r r e d b y c u s t o m e r s 7. Which shampoo u prefer to use? The reaction of people towards various SHAMPOO brands can be tabulated in the following manner: .

This data can be graphically explained with the help of the following bar graph: . Finally followed by other brands (EXCEPT CLINIC PLUS. the product of HUL which holds 25% of the market share. SUNSILK. the product of HUL. that the researcher conducted it can easily be concluded that CLINIC PLUS. the product of PROCTER & GAMBLE which holds 28% of the market share. captures the major portion of the market with a market share of 33%.Brands Percenta ge Clinic plus 33 Sunsilk 25 Head & shoulders 28 Others 14 In the survey. This is followed by HEAD & SHOULDERS. This is followed by SUNSILK. HEAD & SHOULDERS) with a market share of 14%.

Which pack u prefer to use? .demand of shampoo 35 30 25 20 pe rce nta ge 15 10 5 0 brands c lin ic p lu s s u n s ilk h e a d & s h o u ld e r s others 8.

average household income & above household income. . 17% consumers demand large packs. she tried to differentiate amongst the people. the reaction of people towards various SHAMPOO packs can be tabulated in the following manner: Shampoo packs Percenta ge Small pack 32 Medium pack 28 Family pack 17 sachet 23 In the survey that the researcher conducted. it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of SHAMPOO brands available in the market.In order to determine the income pattern of the consumers. 28% consumers demand medium pack. 32% consumers demand SMALL PACK. However. However. with below average household income. This classification can be done on the basis of the daily expenditure that people make.

This data can be graphically explained with the help of the following bar graph: d e m a n d o f s h a m p o o p a c ks 35 30 25 20 pe rcenta ge 15 10 5 0 p a c ks p r e fe r r e d b y c u s t o m e r s sachet s m a ll p a c k m e d iu m p a c k la r g e p a c k .

Which biscuits u prefer to use? The reaction of people towards various BISCUITS brands can be tabulated in the following manner: Marie gold 24 Brands Percenta ge Good Day 38 Parle G 21 Others 17 In the survey. After that. that the researcher conducted. the product of BRITANNIA holds a major market share of 38%. holds 21% of the market share. it can easily be concluded that GOOD DAY. PARLE. This is followed by other brands (EXCEPT MARIE GOLD. another product of BRITANNIA which holds 24% of the market share. . GOOD DAY. PARLE.9.G) which hold a market share of 17%. the product of PARLE.G. This is followed by MARIE GOLD.

This data can be graphically explained with the help of the following bar graph: d e m a n d o f b is c u it s 40 35 30 25 p e r c e n t2a0g e 15 10 5 0 brands m a r ie g o ld good day p a r le G others .

And after that. it can easily be concluded that PARACHUTE.10. This is followed by DABUR VATIKA. which hair oil u prefer to use? The reaction of people towards various HAIR OIL brands can be tabulated in the following manner: Parachut e 37 Dabur Amla 29 Dabur Vatika 19 Brands Percenta ge Others 15 In the survey. the product of MERICO captures 37% of the total market share. . another product of DABUR which captures 19% of the market. the product of DABUR which captures 29% of the total market share. This is followed by DABUR AMLA. DABUR VATIKA) captures 15% of the market share. followed by other brands (EXCEPT PARACHUTE. that the researcher conducted. DABUR AMLA.

This data can be graphically explained with the help of the following bar graph: d e m a n d o f h a ir o il 40 35 30 25 p e r c e n t a0 g e 2 15 10 5 0 brands parachute d a b u r a m la d a b u r v a t ik a others .

the reaction of people towards various HAIR OIL packs can be tabulated in the following manner: Hair oil Small pack 32 Medium pack 41 Large pack 27 packs Percentage In the survey that the researcher conducted. However. This classification can be done on the basis of the daily expenditure that people make. she tried to differentiate amongst the people. with below average household income. After that. Which pack u prefer to use? In order to determine the income pattern of the consumers. However. 27% consumers demand large packs. average household income & above household income. . it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of HAIR OIL brands available in the market. 32% consumers demand small pack.11. 41% consumers demand medium packs.

This data can be graphically explained with the help of the following bar graph: d e m a n d o f p a c k s o f h a ir o il 45 40 35 30 25 pe rcenta ge 20 15 10 5 0 s m a ll p a c k m e d iu m p a c k la r g e p a c k p a c ks p r e fe r r e d b y c u s t o m e r s .

that I conducted. This is followed by AYUR.12. which holds 28% of the market share. the product of HUL. the brand of AYUR ACADEMY OF NATURAL BEAUTY (AANB) which holds 14% of the total market share. it can easily be concluded that FAIR & LOVELY. POND’s. FAIR & LOVELY & AYUR). which captures 26% of the market share. other brands (EXCEPT. POND’s. Which cream u prefer to use? The reaction of people towards various CREAM brands can be tabulated in the following manner: Fair & lovely 32 Brands Percenta ge Pond’s 28 Ayur 14 Others 26 In the survey. This is followed by. . holds the major market with a share of 32%. another product of HUL. This is followed by.

This data can be graphically explained with the help of the following bar graph: .

Which coffee u prefer to use? The reaction of people towards various COFFEE brands can be tabulated in the following manner: .demand of cre ams 35 30 25 20 pe rcenta ge 15 10 5 0 brands ponds f a ir & lo v e ly ayur others 13.

.A. the product of HUL which holds. This means that they are in a very tough competition. This data can be graphically explained with the help of the following bar graph: . shares equal market share of 32% each.Brands Percenta ge Bru 26 Nestle 32 Nescafe 32 Others 10 In the survey. NESTLE. 26% of the market share. another product of NESTLE S. & NESCAFE. the product of NESTLE S.A. that the researcher conducted. it can be easily concluded that all the brands are facing tough competition. While the other brands hold only 10% of the market share. This is followed by BRU.

.d e m a n d o f c o ffe e 35 30 25 20 pe rcena tge 15 10 5 0 brands bru n e s t le n e s c a fe othe rs Conclusions In this report. it can very easily be concluded that HUL. holds major portion of the FMCG market. It holds major shares in the soap. detergent.

NESTLE & NESCAFE holds the major share. because they do not want to take a risk with their tastes. In the case of COFFEE. . So. medium & large). medium & large). because they provide these products in different packs. consumers do get brand loyal. These organizations supply their products in various packs (small. consumers do get brand loyal.. HUL’s products are mainly in demand.shampoo & cream’s category. In case of BISCUITS. TATA holds a major share. because they do not want to take a risk with their tastes. In these products. considering the buying capacity of their consumers. As in the case of BISCUITS. Rural consumers favor TATA because it is an old organization & it has gained a lot of BRAND EQUITY which finally creates BRAND LOYALTY. However. So they prefer sticking to one brand. they prefer buying the small or the medium packs. who are from a well – off families. BRITANNIA holds the major market share. These organizations supply their products in various packs (small. large or family packs are still been bought by few consumers. considering the buying capacity of their consumers. Rural consumers favor BRITANNIA because it is an old organization & it has gained a lot of BRAND EQUITY which finally creates BRAND LOYALTY. So they prefer sticking to one brand. In the case of TEA.

MERICO holds the major market share. they prefer buying it. which has created a good amount of goodwill for the organization. Therefore. Consumers have confidence & trust in their product. So it is a known product. Suggestions & recommendations . MERICO is a much known organization & its product PARACHUTE has reached all the places. so if any product suits them they prefer sticking to that product. so various consumers can use it according to their buying capacity.In the case of TOOTH PASTES. COLGATE PALMOLIVE holds a major market share. And this product is also available in various packs. Consumers are very concerned about their health. In the case of HAIR OILS.

The researchers would like to suggest the following points. Application of 4A’s has also become an important task for all the organizations. Therefore. the demand of a product is also affected by its life cycle. consumers are not much aware about the product. Therefore. 3. If the product is in the introduction stage. 6. in order to sustain in the market. . the organizations should try to gain competitive advantage against their competitor’s. should adopt Sales Promotion. it’s the responsibility of the organization to create awareness amongst the consumers. so that the organizations can easily sell their products to their consumers: 1. because in the introduction stage. There is immense competition in this sector. For the organizations that are not much popular amongst the consumers. 2. as their marketing strategies. 4. However. 5. They should try to reach as many people as possible. They should adapt rigorous marketing strategies. then it will definitely take some time to capture the market.

in/upinfo/census01/cen01- 7. A T.com/india/fmcg/overview/ 9. Affordability. NCAER National Council of Applied Economic Research (NCAER) Indian readership survey (IRS) http://www. Acceptability.(*4A= Availability. *4A= Availability.wikipedia. (2000) Center for Monitoring Indian Economy (CMIE) Statistical Outline of India (2001-02). Acceptability. 2.naukrihub. http://en.upgov.nic. http://www. 1.htm Kearney. 3. 4. Lucknow Development Authority 8. Awareness) References 1.org/wiki/Fast_moving_consumer_go ods 10. 5. 6. Affordability. Awareness . CII – Report.

which soap u prefer to use? a. 4. single b. dettol c.: 6. others 7. 2. Lux b. 3. family pack ( 3 in 1) 8. 5.Questionnaire 1. which tea u prefer to use? . lifebuoy d. name: occupation: monthly salary: address: phone no. which pack u prefer to use? a.

medium pack c. clinic plus 14.a. d. b. small pack b. c. 11. which detergent u prefer to use? surf rin tide others 12. which tooth paste u prefer to use? pepsodent colgate close – up others which pack u prefer to use? a. medium pack c. which pack u prefer to use? a. which pack u prefer to use? a. d. 13. . large pack 10. c. sachet b. c. large pack which shampoo u prefer to use? a. d. medium pack c. b. family pack a. sachet b. tata tea brooke bond taj mahal others 9. a. b.

others 15. 17. d. b. d. a. large pack a. c. bru . b. small pack b. head & shoulders d. a. which cream u prefer to use? ponds fair & lovely ayur others 19. 20. c. b.b. medium pack c. c. a. which biscuits u prefer to use? marie gold good day parle . d. which coffee u prefer to use? a. c. sunsilk c. which pack u prefer to use? sachet small pack medium pack large pack 16.G others which hair oil u prefer to use? parachute dabur amla dabur vatika others which pack u prefer to use? a. 18. b. d.

b. nestle c. Nescafe d. others .

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