SURVEY REPORT

ON

CONSUMER BUYING BEHAVIOUR IN INDIAN FMCG

SESSION-2020-2023
SUBMITTED TO: SUBMITTED BY:
Dr. Ashutosh Shukla Sangam Singh

(Assistant Professor) BBA. (VI Semester)

SCHOOL OF MANAGEMENT ROLL NO- 11421401191

SCIENCES , Varanasi
 DECLARATION
I here by declare that the information presented in this Project Report is correct to the
best of my knowledge and the analysis is as per the norms and guidelines provided for
the report. I have utilized the requisite concepts and applied the required methodologies
to analyze the data collected to reach the conclusion present in the report.

I claim the report to be my indigenous work and has not been published any where else.

Sangam Singh

BBA. (VI Semester)

 ACKNOWLEDGEMENT
A large number of individuals have contributed directly and indirectly in this project. I
am thankful to all of them for their help and encouragement.

MY sincere gratitude to Dr. Ashutosh Shukla (Assistant Professor) and all the
BBA faculty for their support in completion of this project who has through her vast
experience and knowledge has been able to guide me, both ably and successfully
towards the completion of the project.
I express my sincere thanks to my parents & friends for their constant support and
suggestions to accomplish my goals.
Last but not the least I thank God for his love and grace that enabled me to complete
this project.

Sangam Singh

BBA. (VI Semester)

 The FMCG (Fast Moving Consumer Goods)
Sector

Executive summary

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion.

It has a strong MNC presence and is characterized by a well-established distribution network,

intense competition between the organized and unorganized segments and low operational cost.
Availability of key raw materials, cheaper labor costs and presence across the entire value chain
gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.
Penetration level as well as per capita consumption in most product categories like jams,
toothpaste, skin care, hair wash etc in India is low indicating the untapped market Potential.
Burgeoning Indian population, particularly the middle class and the rural segments, presents an
opportunity to makers of branded products to convert consumers to branded products. Growth is
also likely to come from consumer 'upgrading' in the matured product categories. With 200 million
people expected to shift to processed and packaged food by 2010, India needs around US$ 28
billion of investment in the food-processing industry

Introduction

Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low cost.
Though the absolute profit made on FMCG products is relatively small, they generally sell in large
quantities, so the cumulative profit on such products can be large. Examples of FMCG generally
include a wide range of frequently purchased consumer products such as toiletries, soap,
cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables
such as glassware, light bulbs, batteries, paper products and plastic goods.[1] FMCG may also
include pharmaceuticals, consumer electronics, packaged food products and drinks, although these
are often categorized separately.

FMCG products contrast with durable goods or major appliances such as kitchen appliances, which
are generally replaced less than once a year. In Britain, "white goods" in FMCG refers to large
household electronic items such as refrigerators. Smaller items such as TV sets and stereo systems
are sometimes termed "brown goods".[

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals
with the production, distribution and marketing of consumer packaged goods. The Fast Moving
Consumer Goods (FMCG) are those consumables which are normally consumed by the consumers
at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing,
purchasing, etc. The industry also engaged in operations, supply chain, production and general
management.

FMCG industry provides a wide range of consumables and accordingly the amount of money
circulated against FMCG products is also very high. The competition among FMCG manufacturers
is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in
India, where FMCG industry is regarded as the fourth largest sector with total market size of
US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded
as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).

Some common FMCG product categories include food and dairy products, glassware, paper
products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing
and stationery, household products, photography, drinks etc. and some of the examples of FMCG
products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes,
watches, soaps etc.

Some of the merits of FMCG industry, which made this industry as a potential one are low
operational cost, strong distribution networks, presence of renowned FMCG companies. Population
growth is another factor which is responsible behind the success of this industry

FMCG industry creates a wide range of job opportunities. This industry is a stable, diverse,
challenging and high profile industry providing a wide range of job categories like sales, supply
chain, finance, marketing, operations, purchasing, human resources, product development, general
management.

Some of the well known FMCG companies are Sara Lee, Nestlé, Reckitt Benckiser, Unilever, Procter
& Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc

WHY INDIA
Large domestic market
India is one of the largest emerging markets, with a population of over one billion. India is one of
the largest economies in the world in terms of purchasing power and has a strong middle class base
of 300 million.
Now India has two major sectors where the market can be spotted. Urban and Rural markets.
Rural-urban profile
 Urban Rural

Population 2001 – 02 (mn house hold) 53 135

Population 2009-10 (mn household) 69 153

% Distribution (2001-02) 28 72

Market (Towns/Villages) 3,768 627,000

Universe of Outlets (mn) 1 3.3

Around 70 per cent of the total households in India (188 million) resides in the rural areas. The total
number of rural households is expected to rise from 135 million in 2001-02 to 153 million in
2009-10, this presents the largest potential market in the world. The annual size of the rural FMCG
market was estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the
rural and the urban level, the market potential is expected to expand further.
India - a large consumer goods spender

An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal
care products. The large share of fast moving consumer goods (FMCG) in total individual spending
along with the large population base is another factor that makes India one of the largest FMCG
markets.

Consumption pie
 EXPENDITURE

Consumer Durables
clothing
vacations
eating out
footwear
entertainment
accessories
books and music
grocery
personal care
home textiles
savings and investments

Even on an international scale, total consumer expenditure on food in India at US$ 120 billion is
amongst the largest in the emerging.

Change in the Indian consumer profile

Consumer Profile
 1999 2001 2006

Population (millions) 846 1,012 1,087

Population < 25 years of age 480 546 565

Urbanisation (%) 26 28 31

Rapid urbanisation, increased literacy and rising per capita income, have all caused rapid growth
and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent
of the population in India is below 20 years of age and the young population is set to rise further.
Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent
demand with more money and a new mindset.

Demand-supply gap

Currently, only a small percentage of the raw materials in India are processed into value added
products even as the demand for processed and convenience food is on the rise. This demand
supply gap indicates an untapped opportunity in areas such as packaged form, convenience food
and drinks, milk products etc. In the personal care segment, the low penetration rate in both the
rural and urban areas indicates a market potential.

FMCG Category and products

Health care –

Fabric wash (laundry soaps and synthetic detergents); household cleaners (dish/utensil
cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents,
metal polish and furniture polish).
Food and beverages –
Health beverages; soft drinks; staples/cereals; bakery products (biscuits, bread, cakes); snack
food; chocolates; ice cream; tea; coffee; soft drinks; processed fruits, vegetables; dairy
products; bottled water; branded flour; branded rice; branded sugar; juices etc.

Personal care –

Oral care, hair care, skin care, personal

wash (soaps); cosmetics and toiletries;
deodorants; perfumes; feminine hygiene;
paper products.

Worlds View and India

The structure

The Indian FMCG sector is the fourth largest sector in the economy and creates employment for
three million people in downstream activities. Within the FMCG sector, the Indian food processing
industry represented 6.3 per cent of GDP and accounted for 13 per cent of the country's exports in
2003-04. A distinct feature of the FMCG industry is the presence of most global players through
their subsidiaries (HLL, P&G, Nestle), which ensures new product launches in the Indian market
from the parent's portfolio.

Critical operating rules in Indian FMCG sector

• Heavy launch costs on new products on launch advertisements, free samples and product
promotions.

• Majority of the product classes require very low investment in fixed assets

• Existence of contract manufacturing

• Marketing assumes a significant place in the brand building process

• Extensive distribution networks and logistics are key to achieving a high level of penetration in
both the urban and rural markets

• Factors like low entry barriers in terms of low capital investment, fiscal incentives from
government and low brand awareness in rural areas have led to the mushrooming of the
unorganised sector

• Providing good price points is the key to success.

Here are a few breakups of what Indian standards look like when compared with the other similar
or powerfull countries. Few examples as to where our country stands…
 Indian

FMCG market in the Urban Sector

Most Indian FMCG companies focus on urban markets for value and rural markets for volumes. The
total market has expanded from US$ 17.6 billion in 1992-93 to US$ 22 billion in 1998-99 at current
prices. Rural demand constituted around 52.5 per cent of the total demand in 1998-99. Hence, rural
marketing has become a critical factor in boosting bottomlines. As a result, most companies' have
offered low price products in convenient packaging. These contribute the majority of the sales
volume. In comparison, the urban elite consumes a proportionately higher value of FMCGs, but not
volume.

Local Kirana Shops

Products
Household care
The size of the fabric wash market is estimated to be US$ 1 billion, household cleaners to be US$
239 million and the production of synthetic detergents at 2.6 million tonnes. The demand for
detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five
years. The urban market prefers washing powder and detergents to bars on account of convenience
of usage, increased purchasing power, aggressive advertising and increased penetration of washing
machines. The regional and smallunorganised players account for a major share of the total
detergent market in volumes.
Personal care
The size of the personal wash products is estimated at US$ 989 million; hair care products at US$
831 million and oral care products at US$ 537 million. While the overall personal wash market is
growing at one per cent, the premium and middle-end soaps are growing at a rate of 10 per cent.
The leading players in this market are HLL, Nirma, Godrej Soaps and Reckitt & Colman. The oral care
market, especially toothpastes, remains under penetrated in India (with penetration level below 45
per cent) due to lack of hygiene awareness among rural markets. The industry is very competitive
both for organised and smaller regional players. The Indian skin care and cosmetics market is
valued at US$ 274 million and dominated by HLL, Colgate Palmolive, Gillette India and Godrej
Soaps. This segment has witnessed the entry of a number of international brands, like Oriflame,
Avon and Aviance leading to increased competition. The coconut oil market accounts for 72 per
cent share in the hair oil market. In the branded coconut hair oil market, Marico (with Parachute)
and Dabur are the leading players. The market for branded coconut oil is valued at approximately
US$ 174 million.

Food and Beverages Food

According to the Ministry of Food Processing, the size of the Indian food processing industry is
around US$ 65.6 billion including US$ 20.6 billion of value added products. Of this, the health
beverage industry is valued at US$ 230 billion; bread and biscuits at US$ 1.7 billion; chocolates at
US$ 73 million and ice creams at US$ 188 million. The size of the semi-processed/ready to eat food
segment is over US$ 1.1 billion. Large biscuits & confectionery units, soyaprocessing units and
starch/glucose/sorbitol producing units have also come up, catering to domestic and international
markets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft
drinks.

Beverages
The Indian beverage industry faces over supply in segments like coffee and tea. However, more
than half of this is available in unpacked or loose form. Indian hot beverage market is a tea
dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea
is popular in southern India, while loose tea in preferred in western India. The urban-rural split of
the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the
total packaged coffee market is 19,600 tonnes or US$ 87 million. The urban rural split in the coffee
market was 61:39 in 2000 as against 59:41 in 1995. The total soft drink (carbonated beverages and
juices) market is estimated at 284 million crates a year or US$ 1 billion. The market is highly
seasonal in nature with consumption varying from 25 million crates per month during peak season
to 15 million during offseason. The market is predominantly urban with 25 per cent contribution
from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market.

Exports
India is one of the world's largest producers for a number of FMCG products but its exports are a
very small proportion of the overall production. Total exports of food processing industry was US$
2.9 billion in 2001-02 and marine products accounted for 40 per cent of the total exports. Though
the Indian companies are going global, they are focusing more on the overseas markets like
Bangladesh, Pakistan, Nepal, Middle East and the CIS countries because of the similar lifestyle and
consumption habits between these countries and India. HLL, Godrej Consumer, Marico, Dabur and
Vicco laboratories are amongst the top exporting companies.
National Players

Domestic players
Britannia India Ltd (BIL)
Britannia India Ltd was incorporated in 1918 as Britannia Biscuit Co Ltd and currently the Groupe
Danone (GD) of France (a global major in the food processing business) and the Nusli Wadia Group
hold a 45.3 per cent equity stake in BIL through AIBH Ltd (a 50:50 joint venture). BIL is a dominant
player in the Indian biscuit industry, with major brands such as Tiger glucose, Mariegold, Fifty-Fifty,
Good Day, Pure Magic, Bourbon etc. The company holds a 40 per cent market share in the overall
organised biscuit market and has a capacity of 300,000 tonne per annum. Currently, the bakery
product business accounts for 99.1 per cent of BIL's turnover. The company reported net sales of
US$ 280 million in 2002-03. Britannia Industries Ltd (BIL) plans to increase its manufacturing
capacity through outsourced contract manufacturing and a greenfield plant in Uttaranchal to
expand its share in the domestic biscuit and confectionery market.
Dabur India Ltd
Established in 1884, Dabur India Ltd is the largest Indian FMCG and ayurvedic products company.
The group comprises Dabur Finance, Dabur Nepal Pvt Ltd, Dabur Egypt Ltd, Dabur Overseas Ltd and
Dabur International Ltd. The product portfolio of the company includes health care, food products,
natural gums & allied chemicals, pharma, and veterinary products. Some of its leading brands are
Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola, Lal Dant Manjan, Pudin Hara and the Real
range of fruit juices. The company reported net sales of US$ 218 million in 200304. Dabur has
firmed up plans to restructure its sales and distribution structure and focus on its core businesses of
fast-moving consumer good products and over-the-counter drugs. Under the restructured set-up,
the company plans to increase direct coverage to gap outlets and gap towns where Dabur is not
present. A roadmap is also being prepared to rationalise the stockists' network in different regions
between various products and divisions.
Indian Tobacco Corporation Ltd (ITCL)
Indian Tobacco Corporation Ltd is an associate of British American Tobacco with a 37 per cent
stake. In 1910 the company's operations were restricted to trading in imported cigarettes. The
company changed its name to ITC Limited in the mid seventies when it diversified into other
businesses. ITC is one of India's foremost private sector companies with a turnover of US$ 2.6
billion. While ITC is an outstanding market leader in its traditional businesses of cigarettes, hotels,
paperboards, packaging and agriexports, it is rapidly gaining market share even in its nascent
businesses of branded apparel, greeting cards and packaged foods and confectionary. After the
merger of ITC Hotels with ITC Ltd, the company will ramp up its growth plans by strengthening its
alliance with Sheraton and through focus on international projects in Dubai and the Far East. ITC's
subsidiary, International Travel House (ITH) also aims to launch new products and services by way
of boutiques that will provide complete travel services.
Marico
Marico is a leading Indian Group incorporated in 1990 and operating in consumer products,
aesthetics services and global ayurvedic businesses. The company also markets food products and
distributes third party products. Marico owns well-known brands such as Parachute, Saffola,
Sweekar, Shanti Amla, Hair & Care, Revive, Mediker, Oil of Malabar and the Sil range of processed
foods. It has six factories, and sub-contract facilities for production. In 2003-04, the company
reported a turnover of US$ 200 million. The overseas sales franchise of Marico's branded FMCG
products is one of the largest amongst Indian companies. It is also the largest Indian FMCG
company in Bangladesh. The company plans to capture growth through constant realignment of
portfolio along higher margin lines and focus on volume growth, consolidation of market shares,
strengthening flagship brands and new product offerings (2-3 new product launches are expected
in 2004-05). It also plans to expand its international business to Pakistan.

Nirma Limited
Nirma Ltd, promoted by Karsanbhai Patel, is a homegrown FMCG major with a presence in the
detergent and soap markets. It was incorporated in 1980 as a private company and was listed in
fiscal 1994. Associate companies' Nirma Detergents, Shiva Soaps and Detergents, Nirma Soaps and
Detergents and Nilnita Chemicals were merged with Nirma in 1996-1997. The company has also set
up a wholly owned subsidiary Nirma Consumer Care Ltd, which is the sole marketing licensee of the
Nirma brand in India. Nirma also makes alfa olefin, fatty acid and glycerine. Nirma is one of the
most successful brands in the rural markets with extremely low priced offerings. Nirma has plants
located in Gujarat, Madhya Pradesh and Uttar Pradesh. Its new LAB plant is located in Baroda and
the soda ash complex is located in Gujarat. Nirma has strong distributor strength of 400 and a retail
reach of over 1 million outlets. The company reported gross sales of US$ 561 million in 2003-04. It
plans to continue to target the mid and mass segments for future growth.
Foreign Players

Cadbury India Ltd

is a 93.5 per cent subsidiary of Cadbury Schweppes Plc, UK, a global major in the chocolate and
sugar confectionery industry. CIL was set up as a trading concern in 1947 and subsequently began
its operations with the small scale processing of imported chocolates and food drinks. CIL is
currently the largest player in the chocolate industry in India with a 70 per cent market share. The
company is also a key player in the malted foods, cocoa powder, drinking chocolate, malt extract
food and sugar confectionery segment. The company had also entered the soft drinks market with
brands like 'Canada Dry' and 'Crush', which were subsequently sold to Coca Cola in 1999.
Established brands include Dairy Milk, Perk, Crackle, 5 Star, Éclairs, Gems, Fructus, Bournvita etc.
The company reported net sales of US$ 160 million in 2003. The company plans to increase the
number of retail outlets for future growth and market expansion.
Cargill
Cargill Inc is one of the world's leading agri-business companies with a strong presence in
processing and merchandising, industrial production and financial services. Its products and
geographic diversity (over 40 product lines with a direct presence in over 65 countries and business
activities in about 130 countries) as well as its vast communication and transportation network help
optimise commodity movements and provide competitive advantage. Cargill India was
incorporated in April 1996 as a 100 per cent subsidiary of Cargill Inc of the US. It is engaged in
trading in soyabean meals, wheat, edible oils, fertilisers and other agricultural commodities besides
marketing branded packaged foods. It has also set up its own anchorage facilities at Rosy near
Jamnagar in Gujarat for efficient handling of its import and export consignments.
Coca Cola
Coca-Cola started its India operations in 1993. The Coca-Cola system in India comprises 27 wholly
company-owned bottling operations and another 17 franchisee-owned bottling operations. A
network of 29 contract-packers also manufacture a range of products for the company. Leading
Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot exist in the Company's international
family of brands along with Coca-Cola, Diet Coke, Kinley, Sprite and Fanta, plus the Schweppes
product range. During the past decade, the Coca-Cola system has invested more than US$ 1 billion
in India. In 2003, Coca-Cola India pledged to invest a further US$ 100 million in its operations.
Colgate-Palmolive India
Colgate Palmolive India is a 51 per cent subsidiary of Colgate Palmolive Company, USA. It is the
market leader in the Indian oral care market, with a 51 per cent market share in the toothpaste
segment, 48 per cent market share in the toothpowder market and a 30 per cent share in the
toothbrush market. The company also has a presence in the premium toilet soap segment and in
shaving products, which are sold under the Palmolive brand. Other wellknown consumer brands
include Charmis skin cream and Axion dish wash. The company reported sales of US$ 226 million in
2003-04. The company's strategy is to focus on growing volumes by improving penetration through
aggressive campaigning and consumer promotions. The company plans to launch new products in
oral and personal care segments and is prepared to continue spending on advertising and
marketing to gain market share. Margin gains are being targeted through efficient supply chain
management and bringing down cost of operations.
H J Heinz Co
A US$ 8.4 billion American foods major, H J Heinz Co comprises 4,000 strong brand buffet in infant
food, sauces and condiments. The company was the first to commence manufacturing and bottling
of tomato ketchup in 1876. In India, Heinz has a presence through its 100 per cent subsidiary Heinz
India Pvt Ltd. Heinz acquired the consumer products division of pharmaceutical major Glaxo in
1994. Heinz's product range in India consists of Complan milk beverage, health drink Glucon-D,
infant food Farex and Nycil prickly heat powder, besides the Heinz ketchup range.
Hindustan Lever Ltd (HLL)
Hindustan Lever Ltd is a 51 per cent owned subsidiary of the Anglo-Dutch giant Unilever, which has
been expanding the scope of its operations in India since 1888. It is the country's biggest consumer
goods company with net sales of US$ 2.4 billion in 2003. HLL is amongst the top five exporters of
the country and also the biggest exporter of tea and castor oil. The product portfolio of the
company includes household and personal care products like soaps, detergents, shampoos, skin
care products, colour cosmetics, deodorants and fragrances. It is also the market leader in tea,
processed coffee, branded wheat flour, tomato products, ice cream, jams and squashes. HLL enjoys
a formidable distribution network covering over 3,400 distributors and 16 million outlets.
Nestle India Ltd (NIL)
Nestle India Ltd a 59.8 per cent subsidiary of Nestle SA, Switzerland, is a leading manufacturer of
food products in India. Its products include soluble coffee, coffee blends and teas, condensed milk,
noodles (81 per cent market share), infant milk powders (75 per cent market share) and cereals (80
per cent market share). Nestle has also established its presence in chocolates, confectioneries and
other processed foods. Soluble beverages and milk products are the major contributors to Nestle's
total sales. Some of Nestle's popular brands are Nescafe, Milkmaid, Maggi and Cerelac. The
company has entered the chilled dairy segment with the launch of Nestle Dahi and Nestle Butter.
Nestle has also made a foray in non-carbonated cold beverages segment through placement of
Nestea iced tea and Nescafe Frappe vending machines. Exports contribute to 23 per cent of its
turnover and the company reported net sales of US$ 440 million in 2003
PepsiCo
PepsiCo is a world leader in convenient foods and beverages, with revenues of about US$ 27 billion.
PepsiCo brands are available in nearly 200 markets across the world. The company has an
extremely positive outlook for India. "Outside North America two of our largest and fastest growing
businesses are in India and China, which include more than a third of the world's population"
(Pepsico's annual report). PepsiCo entered India in 1989 and is concentrating on three focus areas -
soft drink concentrate, snack foods and vegetable and food processing. PepsiCo's success is the
result of superior products, high standards of performance and distinctive competitive strategies.

Procter & Gamble Hygiene and Health Care Limited

Richardson Hindustan Limited (RHL), manufacturer of the Vicks range of products, was rechristened
'Procter & Gamble India' in October 1985, following its affiliation to the 'Procter & Gamble
Company', USA. Procter & Gamble Hygiene and Health Care Limited (PGHHCL) acquired its current
name in 1998, reflecting the two key segments of its business. P&G, USA has a 65 per cent stake in
PGHHCL. The parent also has a 100 per cent subsidiary, Procter & Gamble Home Products (PGHP).
The overall portfolio of the company includes healthcare; feminine-care; hair care and fabric care
businesses. PGHH operates in just two business segments - Vicks range of cough & cold remedies
and Whisper range of feminine hygiene. The detergent and shampoo business has been relocated
globally to Vietnam. The company imports and markets most of the products from South East Asian
countries and China, while manufacturing, marketing and export of Vicks and sanitary napkins has
been retained in India. The company reported sales of US$ 91 million in 2002-03. The parent
company has announced its plan to explore further external collaborations in India to meet its
global innovation and knowledge needs.
 Research objectives

 To understand the demand pattern of FMCG products in the rural market.

 To know the amount of household income spent on the consumption of FMCG products.
 To understand the image of the products in the eyes of the consumers.
Research methodology

Data collection

Sample unit:

1. working people (including men & women)

2. college students
3. school students
4. senior citizens

Sample size:

1. working people: 32%

2. college students: 29%
3. school students: 23%
4. senior citizens: 16%
Sampling procedure:

The researcher will take stratified random sampling as the sampling procedure.

Data collection method:

1. 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.

2. Secondary data: it will be collected with the help of books, research papers, magazines,
news papers, journals, internet, etc.
Research instruments:

Questionnaire design:

As the questionnaire is self administrated one, the survey is kept simple and user friendly. Words
used in questionnaire are readily understandable to all respondent. Also technical jargons are
avoided to ensure that there is no confusion for respondents.

Panoramic View

India has a population of over 1 billion & 4 climatic Zones. Several religious & personal
beliefs, 15 languages, different social customs & food habits categorize Indian consumer class.
Besides this, India is also different in culture if compared with other Asian countries. Therefore,
India has high distinctiveness in demand and the companies in India can get lot of market
opportunities for various classes of consumers. Consumer goods marketers’ experience that dealing
with India is like dealing with many small markets at the same time.

Indian consumer goods market is expected to reach $400 billion by 2010. India has the
youngest population amongst the major countries. There are a lot of young people in India in
different income categories.

Consumer goods marketers are often faced with a dilemma regarding the choice of
appropriate market segment.

In India they do not have to face this dilemma largely because rapid urbanization, increase
in demand, presence of large number of young population, any number of opportunities is
available. The bottom line is that Indian market is changing rapidly and is showing unprecedented
consumer business opportunity.

Indian consumer class can be classified according to the following criteria:

1. Income
2. Socio-Economic status
3. Age demographics
4. Geographical dispersion
 Income based classification

India has a population of 1.095 billion people, comprising of 1/6th of the world
population. India's population can be divided into 5 groups on the basis of annual household
income. These groups are:

1. Higher income
2. Upper middle income
3. Middle middle income
4. Lower middle income
5. Lower income

The income classification does not represent a real scenario for an international business
because the purchasing power of currencies differs significantly. The real purchasing power of
Indian rupee is higher than the international exchange value.

In addition to that, income classification is not an effective tool to ascertain

consumption and ownership trends in the economy.
Consumer Classification
According to National Council of Applied Economic Research (NCAER) there are 5 consumer classes
that differ in their ownership patterns and consumption behavior across various segments of
goods.

Consumer Classes Annual Income in Rs. 1996 2001 2007 Change

The Rich Rs. 215,000 and more 1.2 2.0 6.2 416%
The Consuming Class Rs 45- 215,000 32.5 54.6 90.9 179%
The Climbers Rs. 22-45,000 54.1 71.6 74.1 37%
The Aspirants Rs. 16-22,000 44 28.1 15.3 -65%
The Destitute Below Rs. 16,000 33 23.4 12.8 -61%
Total 164.8 180.7 199.2 21%

Source: NCAER
 Socio economic classification

In addition to income classification and consumer classification, Indian households

can also be segmented according to the occupation and education levels of the chief earner of the
household (the person who contributes most to the household expenses). This is called as Socio-
economic Classification (SEC), which is mainly used by market planners to target market before
launching their new products. SEC is made to understand the purchase behavior and the
consumption pattern of the households.
The urban area is segregated into: A1, A2, B1, B2, C, D, E1, E2

Socio-Economic Classification

Occupation Education
Less
5-9 yrs
than 4 School Some
Illiterate of Graduate Post-graduate
yrs in certificate college
school
school
Skilled E2 E1 D C C B2 B2
Unskilled E2 E2 E1 D D D D
Shop owner D D C B2 B2 A2 A2
Petty trader E2 D D C C B2 B2
Employer of-
Above 10
B1 B1 A2 A2 A1 A1 A1
persons
Below 10
C B2 B2 B1 A2 A1 A1
persons
None D C B2 B1 A2 A1 A1
Clerk D D D C B2 B1 B1
Supervisor D D C C B2 B1 A2
Professional D D D B2 B1 A2 A1
Senior
B1 B1 B1 B1 A2 A1 A1
executive
Junior
C C C B2 B1 A2 A2
executive
Source: Indian readership survey (IRS)
Sections A & B refer to High-class- constitutes over a quarter of urban population
Sec C refers to Middle-class-- constitutes 21% of the urban population
Sections D & E refer to Low-class-- constitutes over half the urban
population

To understand the table, consider an example: A trader whose monthly household income (MHI) is
more than that of a person in section A cannot be included in this SEC because his educational
qualification or occupations do not qualify him for inclusion.

Sec C constitutes households whose Chief Wage Earners are employed as:

Skilled workers 33%

Petty traders 12%

Clerk/Supervisor 37%

Shop owners 18%

3/4th of them have studied till 10th or 12th class while the remaining 1/4th have studied till 9th
class.
Less than half of the Chief Wage Earners of households belonging to sections D & E are unskilled

Education of chief
Type of House
wage earner

Pucca Semi-pucca Kuchcha

Professional degree R1 R2 R3
Graduation/ PG R1 R2 R3
College R1 R2 R3
SSC/HSC R2 R3 R3
Class 4-Class 9 R3 R3 R4
Up to class 4 R3 R3 R4
Self-learning R3 R4 R4
Illiterate R4 R4 R4

workers. Petty Traders are 18%, while Skilled Workers are about 28%. More than 80% of the
population of upper strata consumers is living in the top 7 cities. Those top 7 cities are Mumbai,
Kolkata, Delhi, Chennai, Ahmedabad, Bangalore, and Hyderabad. With increase in economic
prosperity, this population (upper strata consumers) is growing at 10 percent annually.
 Age demographics

India is a very young nation, if compared with some advanced and developed
countries. Nearly two- thirds of its population is below the age of 35, and nearly 50 % is below 25.
Marketers explain that the boom in the consumption level and leisure related expenditure is
because of this young population. It will have a significant impact over the consumer goods market.
In addition to that, it is expected that this will generate trade opportunities and continuous
investment in the economy. There is huge potential for further consumption of goods and services
due to the increased level of disposable income. The expenditure on essential goods and services
has a higher share in developing countries as compared with that of developed countries.

Age distribution if Indian population (In Millions)

Year/ Age 2006 2001 1996

Below 4 yrs
113.5 108.5 119.5

5-14 yrs
221.2 239.1 233.2

15-19 yrs
122.4 109.0 90.7

20-34 yrs
279.1 246.8 224

35-54 yrs
239.2 207.3 178.1

55 & above
118.7 101.7 88.7

Total
1094.1 1012.4 934.2
Consumption Trends

Food Essentials
45.68%

Essential Services (water, power, rent, and

fuels) 10.1%

Clothing
4.9%

Footwear
0.63%

Medicare
4.25%

Transport & Communication

14.51%

Recreation, Education, and Culture

Less than 4%

Home Goods
3.25%

Geographical dispersion

There is large difference in economic prosperity levels among several states in India, linked to the
wealth creation from trade, industrial, and agricultural development. There are poor districts in
many states, classified according to their market potential. India has 500 districts, out of which 150
districts (category A) and next 150 districts (category B) account for 78% and 15% of the national
market potential respectively. Remaining 200 districts (category C) are backward and account for
only 7% of national market potential. Category C districts have 40% of the geographical share.
 Analysis

1. Which soap u prefer to use?

The reaction of people towards various SOAP brands can be tabulated in the following
manner:

Brands Lux Dettol Lifebuoy others

Percentage 36 22 18 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:

demand of soap brands

40
35
30 lux
25
dettol
percentage 20
lifebuoy
15
others
10
5
0
brands
2. Which pack u prefer to use?

In order to determine the income pattern of the consumers, 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.

However, the reaction of people towards various packs of SOAP can be tabulated in the
following manner:

Packs of soaps Single pack Family pack (3 in 1)

Percentage 56 44

In the survey that the researcher conducted, she tried to differentiate amongst people,
with below average household income, average household income & above household income.
This classification can be done on the basis of the daily expenditure that people make. 56%
consumers demand single pack. 44% consumers demand family packs i.e. 3 in 1 pack.

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

demand of packs of soap

60
50
40
percentage 30 single pack
family pack ( 3 in 1 )
20
10
0
packs preferred by
customers
 1. Which tea u prefer to use?

The reaction of people towards various TEA brands can be tabulated in the following manner:

Brands Tata Tea Brooke Bond Taj Mahal Others

Percentage 32 28 18 22

In the survey that the researcher conducted, it could easily be concluded that TATA TEA, the
product of TATA has a market share of 32%. This is followed by, BROOKE BOND, with a market
share of 28%. Followed by other brands (EXCEPT TATA TEA, BROOKE BOND, TAJ MAHAL) with a
market share of 22%. This is finally followed by TAJ MAHAL, the product of HUL which holds18% of
the market share.

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

demand of tea brands

35
30
25 tata tea
20 brooke bond
percentage taj mahal
15
others
10
5
0
brands
2. Which tea pack u prefer to use?

In order to determine the income pattern of the consumers, it was necessary for the
researcher to distribute the consumers on the basis of their demand for the various packs of
TEA brands available in the market.

However, the reaction of people towards various TEA packs can be tabulated in the
following manner:

TEA packs Sachet Medium pack Large pack

percentage 48 32 20

In the survey that the researcher conducted, she tried to differentiate amongst the
people, with below average household income, average household income & above household
income. This classification can be done on the basis of the daily expenditure that people make.
However, it can be concluded that sachets are most commonly used by the people .i.e., 48%
consumers demand sachet packs. 32% consumers demand medium pack.20% consumers
demand large pack.

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

demand of tea packs

50

40
sachet
30
medium pack
percentage
20 large pack

10

0
packs preferred by customers
 3. Which tooth paste u prefer to use?

In the initial years, the rural consumers preferred tooth powders, datoons etc. But
from the last decade, the preference of consumers towards toothpaste has been changed. A
huge number of toothpastes of different companies are sold in rural market.

However, the reaction of people towards various TOOTH PASTES can be tabulated as
follows:

Brands Pepsodent Colgate Close Up Others

Percentage 27 35 22 16

In the survey that the researcher conducted, it could easily be seen that COLGATE, the product
of COLGATE PALMOLIVE is the market leader, which covers 35% of the total market. After that,
PEPSODENT, the product of HUL is demanded by the customers, which covers 27% of the
market share. Followed by CLOSE – UP, the product of HUL is demanded by the customers,
which covers 22% of the market share. Which is then followed by others brands (EXCEPT
PEPSODENT, COLGATE, CLOSE - UP), which covers 16% of the total market share.

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

demand of tooth paste

35
30
25 pepsodent

20 colgate
percentage close up
15
others
10
5
0
brands
 4. Which pack u prefer to use?

In order to determine the income pattern of the consumers, 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.

However, the reaction of people towards various TOOTH PASTE packs can be tabulated in
the following manner:

Tooth paste pack Small pack Medium pack Family pack

Percentage 34 48 18

In the survey that the researcher conducted, she tried to differentiate amongst the people,
with below average household income, average household income & above household income. This
classification can be done on the basis of the daily expenditure that people make. However, it can
be concluded that 34% consumers demand small packs. 48% consumers demand medium packs.
18% consumers demand large pack.

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

demand of packs of tooth paste

50

40
small pack
30
medium pack
percentage
20 family pack

10

0
packs preferred by customers
 5. Which detergent u prefer to use?

The reaction of people towards various DETERGENT brands can be tabulated in the following
manner:

Brands Surf Rin Tide Others

Percentage 27 35 22 16

In the survey that the researcher conducted, it could be easily concluded that RIN, the
product of HUL captures 35% of the total market share. This is followed by SURF, the product of
HUL which has a market share of 27%. This is followed by TIDE, the product of PROCTER &
GAMBLE which has a market share of 27%. This is finally followed by other brands (EXCEPT
SURF, RIN, TIDE) which captures 16% of the market share.

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

demand of detergents

35
30
25 surf

20 rin
percentage tide
15
others
10
5
0
brands
 6. Which pack u prefer to use?

In order to determine the income pattern of the consumers, 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.

However, the reaction of people towards various DETERGENT packs can be tabulated in
the following manner:

Detergent packs Sachet Medium pack Family pack

Percentage 43 27 30

In the survey that the researcher conducted, she tried to differentiate amongst the
people, with below average household income, average household income & above household
income. This classification can be done on the basis of the daily expenditure that people make.
However, 43% consumers demand sachet packs. 30% consumers demand family packs. 27%
consumers demand medium packs.

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

demand of detergent packs

45
40
35
30 sachet
25 medium pack
percentage
20 family pack
15
10
5
0
packs preferred by customers
 7. Which shampoo u prefer to use?

The reaction of people towards various SHAMPOO brands can be tabulated in the following
manner:

Head &
Brands Clinic plus Sunsilk Others
shoulders

Percentage 33 25 28 14

In the survey, that the researcher conducted it can easily be concluded that CLINIC PLUS,
the product of HUL, captures the major portion of the market with a market share of 33%. This is
followed by HEAD & SHOULDERS, the product of PROCTER & GAMBLE which holds 28% of the
market share. This is followed by SUNSILK, the product of HUL which holds 25% of the market
share. Finally followed by other brands (EXCEPT CLINIC PLUS, SUNSILK, HEAD & SHOULDERS) with a
market share of 14%.

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

demand of shampoo

35
30
25 clinic plus
20 sunsilk
percentage
15 head & shoulders
others
10
5
0
brands
 8. Which pack u prefer to use?

In order to determine the income pattern of the consumers, 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.

However, the reaction of people towards various SHAMPOO packs can be tabulated in the
following manner:

Shampoo
sachet Small pack Medium pack Family pack
packs

Percentage 23 32 28 17

In the survey that the researcher conducted, she tried to differentiate amongst the people,
with below average household income, average household income & above household income. This
classification can be done on the basis of the daily expenditure that people make. However, 32%
consumers demand SMALL PACK. 28% consumers demand medium pack. 17% consumers demand
large packs.

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

demand of shampoo packs

35
30
25 sachet
20 small pack
percentage medium pack
15
large pack
10
5
0
packs preferred by customers
 9. Which biscuits u prefer to use?

The reaction of people towards various BISCUITS brands can be tabulated in the following manner:

Brands Marie gold Good Day Parle G Others

Percentage 24 38 21 17

In the survey, that the researcher conducted, it can easily be concluded that GOOD DAY, the
product of BRITANNIA holds a major market share of 38%. This is followed by MARIE GOLD, another
product of BRITANNIA which holds 24% of the market share. After that, PARLE- G, the product of
PARLE, holds 21% of the market share. This is followed by other brands (EXCEPT MARIE GOLD,
GOOD DAY, PARLE- G) which hold a market share of 17%.

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

demand of biscuits

40
35
30 marie gold
25 good day
percentage 20 parle G
15 others
10
5
0
brands
 10. Which hair oil u prefer to use?

The reaction of people towards various HAIR OIL brands can be tabulated in the following manner:

Brands Parachute Dabur Amla Dabur Vatika Others

Percentage 37 29 19 15

In the survey, that the researcher conducted, it can easily be concluded that PARACHUTE,
the product of MARICO captures 37% of the total market share. This is followed by DABUR AMLA,
the product of DABUR which captures 29% of the total market share. This is followed by DABUR
VATIKA, another product of DABUR which captures 19% of the market. And after that, followed by
other brands (EXCEPT PARACHUTE, DABUR AMLA, DABUR VATIKA) captures 15% of the market
share.

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

demand of hair oil

40
35
30 parachute
25 dabur amla
percentage 20 dabur vatika
15 others
10
5
0
brands
 11. Which pack u prefer to use?

In order to determine the income pattern of the consumers, 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.

However, the reaction of people towards various HAIR OIL packs can be tabulated in
the following manner:

Hair oil packs Small pack Medium pack Large pack

Percentage 32 41 27

In the survey that the researcher conducted, she tried to differentiate amongst the people,
with below average household income, average household income & above household income. This
classification can be done on the basis of the daily expenditure that people make. However, 41%
consumers demand medium packs. After that, 32% consumers demand small pack. 27% consumers
demand large packs.

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

demand of packs of hair oil

45
40
35
30 small pack
25 medium pack
percentage
20 large pack
15
10
5
0
packs preferred by customers
 12. Which cream u prefer to use?

The reaction of people towards various CREAM brands can be tabulated in the following manner:

Brands Pond’s Fair & lovely Ayur Others

Percentage 28 32 14 26

In the survey, that I conducted, it can easily be concluded that FAIR & LOVELY, the product
of HUL, holds the major market with a share of 32%. This is followed by, POND’s, another product
of HUL, which holds 28% of the market share. This is followed by, other brands (EXCEPT, POND’s,
FAIR & LOVELY & AYUR), which captures 26% of the market share. This is followed by AYUR, the
brand of AYUR ACADEMY OF NATURAL BEAUTY (AANB) which holds 14% of the total market share.

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

demand of creams

35
30
25 ponds
20 fair & lovely
percentage ayur
15
others
10
5
0
brands
 13. Which coffee u prefer to use?

The reaction of people towards various COFFEE brands can be tabulated in the following manner:

Brands Bru Nestle Nescafe Others

Percentage 26 32 32 10

In the survey, that the researcher conducted, it can be easily concluded that all the brands
are facing tough competition. NESTLE, the product of NESTLE S.A. & NESCAFE, another product of
NESTLE S.A., shares equal market share of 32% each. This means that they are in a very tough
competition. This is followed by BRU, the product of HUL which holds, 26% of the market share.
While the other brands hold only 10% of the market share.

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

demand of coffee

35
30
25 bru

20 nestle
percenatge nescafe
15
others
10
5
0
brands
Data analysis
Demographic profile of respondents
Gender

Fig 1 Demographic data for genders

Age

Fig .2. Demographic data considering different age groups

100 57
33
50
6 3 1
0
Below 18 18-25 26-35 36-50 Above 51

Percentage

Occupation

Fig. 3. Demographic data considering their occupations

From the graph its clear that most of the impulse buying is being done by students which
compromises of 51% of total 100 respondents 23% is for the services providing people and 20 % to
the business oriented person and at last only 6% comprises of house wife’s.
Organised Retail

Major Players in Organised Retail

Preferred Retailers for FMCG

26%

15% 17%
8% 10% 9%
3% 2% 3% 6%

n
e

od ar

iB e
Le hal
Bi ar

h
nc e

nd
Fo ar
or

Te

h
es
lia pl
za

za

nd
rk arc

la
s
Re Ap
M

Fr

Vi
to
Ba

Ba

od
ha
Sa M
e
g

6
g
Bi

ar
Fo

Types of Purchases Made in Organized Retail

Top 10 Reasons Why Consumers Prefer Organized Retail

Consumer Rating on Various Criteria

Consumer Rating on Various Criteria

To Sum it Up

Consumers prefer organized retail outlets for FMCG products that are bought in large quantities
and for a larger duration of time. They also perceive it as a “family outing” and are drawn
towards it due to its convenience, variety and special offers.
Unorganised Retail

What Do Consumers Buy from Unorganized Retail

Top 10 Reasons Why Customers Prefer Unorganized Retail

Consumer Ratings for Various Criteria

Aspects That Consumers don’t like about Unorganised Retail

To Sum it up

Consumers prefer unorganized retail outlets for items that have low shelf life and are consumed
on a daily basis (such as vegetables). Logistical convenience and a sense of personalization are
key drivers for consumers to continue shopping at unorganized retail outlets.

Further Scope

 Conduct Consumer Decision Process, Buying Behavior, Impulse Buying.

 Division of FMCG sector into Consumer Durables , Non Durables and Groceries

 Large sample size for generalization of findings.

 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,
shampoo & cream’s category. HUL’s products are mainly in demand, because they
provide these products in different packs. They consider the fact that rural
consumers do not have that much money to be spent on these products. So, they
prefer buying the small or the medium packs. However, large or family packs are
still been bought by few consumers, who are from a well – off families.

In the case of TEA, TATA holds a major share. In the case of

COFFEE, NESTLE & NESCAFE holds the major share. Rural consumers favor
TATA because it is an old organization & it has gained a lot of BRAND EQUITY
which finally creates BRAND LOYALTY. In these products, consumers do get
brand loyal, because they do not want to take a risk with their tastes. So they
prefer sticking to one brand. These organizations supply their products in various
packs (small, medium & large), considering the buying capacity of their consumers.

As in the case of BISCUITS, BRITANNIA holds the major market

share. Rural consumers favor BRITANNIA because it is an old organization & it
has gained a lot of BRAND EQUITY which finally creates BRAND LOYALTY.
In case of BISCUITS, consumers do get brand loyal, because they do not want to
take a risk with their tastes. So they prefer sticking to one brand. These
organizations supply their products in various packs (small, medium & large),
considering the buying capacity of their consumers.

In the case of TOOTH PASTES, COLGATE PALMOLIVE holds a

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

Suggestions & recommendations

The researcher would like to suggest the following points, so that the organizations
can easily sell their products to their consumers:

1. However, the demand of a product is also affected by its life cycle. If the
product is in the introduction stage, then it will definitely take some time to
capture the market, because in the introduction stage, consumers are not
much aware about the product. Therefore, it’s the responsibility of the
organization to create awareness amongst the consumers.
2. They should adapt rigorous marketing strategies, in order to sustain in the
market.
3. There is immense competition in this sector. Therefore, the organizations
should try to gain competitive advantage against their competitor’s.
4. They should try to reach as many people as possible.
5. For the organizations that are not much popular amongst the consumers,
should adopt Sales Promotion, as their marketing strategies.
6. Application of 4A’s has also become an important task for all the
organizations.
(*4A= Availability, Affordability, Acceptability, Awareness)
 References

1. Kearney, A T, CII – Report, (2000)

2. Purba basu, research on living style of rural consumers, (2004), pg. no.
5-8.

3. Tognatta Pradeep, economic growth on agriculture sector, (2003), pg

no. 6-10.

4. Aithal K Rajesh, importance & growth of rural markets, (2004), pg no.

8-12.

5. Center for Monitoring Indian Economy (CMIE)

6. Statistical Outline of India (2001-02), NCAER

7. National Council of Applied Economic Research (NCAER)

8. Indian readership survey (IRS)

9. http://www.upgov.nic.in/upinfo/census01/cen01-1.htm
10. Lucknow Development Authority

11. http://www.naukrihub.com/india/fmcg/overview/

12. http://www.naukrihub.com/india/fmcg/

13. http://www.naukrihub.com/india/fmcg/consumer-class/

14. http://www.naukrihub.com/india/fmcg/consumer- class/income/

15. http://www.naukrihub.com/india/fmcg/consumer-class/socio-economic/

16. http://www.naukrihub.com/india/fmcg/consumer-class/age/

17. http://www.naukrihub.com/india/fmcg/consumer-class/geography/

Questionnaire

1. name:
2. occupation:
3. monthly salary:
a. less than 10,000
b. 10,000 – 25,000
c. 25,000 – 50,000
d. More than 50,000
4. address:
5. phone no.:

6. which soap u prefer to use?

a. Lux
b. dettol
 c. lifebuoy
d. others

7. which pack u prefer to use?

a. single
b. family pack ( 3 in 1)

8. which tea u prefer to use?

a. tata tea
b. brooke bond
c. taj mahal
d. others

9. which pack u prefer to use?

a. sachet
b. medium pack
c. large pack

10. which tooth paste u prefer to use?

a. pepsodent
b. colgate
c. close – up
d. others

11. which pack u prefer to use?

a. small pack
b. medium pack
c. family pack

12. which detergent u prefer to use?

a. surf
b. rin
c. tide
d. others

13. which pack u prefer to use?

a. sachet
b. medium pack
c. large pack
14. which shampoo u prefer to use?
a. clinic plus
b. sunsilk
c. head & shoulders
d. others

15. which pack u prefer to use?

a. sachet
b. small pack
c. medium pack
d. large pack

16. which biscuits u prefer to use?

a. marie gold
b. good day
c. parle - G
d. others

17. which hair oil u prefer to use?

a. parachute
b. dabur amla
c. dabur vatika
d. others

18. which pack u prefer to use?

a. small pack
b. medium pack
c. large pack

19. which cream u prefer to use?

a. ponds
b. fair & lovely
c. ayur
d. others

20. which coffee u prefer to use?

a. bru
b. nestle
c. Nescafe
 d. others

CONSUMER SURVEY QUESTIONNAIRE RETAIL CHAINS

The objective of this survey is to collect tangible information about shopping in Organized and
Unorganized Retail Sector. This questionnaire is being administered to people like you who have
visited and bought products in Retail Stores and Kiryana Store. Please let us know your spontaneous
response to the questions that pertain to your shopping experience in Retail Chains. All information
provided by you shall be kept confidential and we shall only be publishing the outcomes. Please
provide us your unbiased and frank opinions.

1. What is your monthly shopping budget?

0-2K 2-5K 5-10K 10-20K 20-50K >50K

2. What do you shop, how often and from where?

 Daily Weekly Bimonthly Organized Retail
Vegetables
Monthly Unorganized Retail

Daily Weekly Bimonthly Organized Retail

Grocery (Dal, Rice, Wheat)
Monthly Unorganized Retail

Daily Weekly Bimonthly Organized Retail

FMCG(Biscuits, Detergents, Soaps)
Monthly Unorganized Retail

Daily Weekly Bimonthly Organized Retail

Oil
Monthly Unorganized Retail

Daily Weekly Bimonthly Organized Retail

Garments/Clothes
Monthly Unorganized Retail

Daily Weekly Bimonthly Organized Retail

Utensils
Monthly Unorganized Retail

3. Which retail chains do you visit often?

Big Bazaar Six to Ten

Shoppers Stop Reliance Fresh

Westside Big Apple

Landmark More

Vishal Megamart Spencer’s

Any other (Please specify) ________________________________

4. Where do you shop for your daily needs?

Retail Store Kiryana Store

5. Where do you shop for your bulk needs/monthly needs ?

Retail Store Kiryana Store

6. Does the environment of Retail Shop affect your buying behavior?

 Yes No

7. Why do you prefer to go for Organized Retail formats?

Price is Less Near House Everything at one

Place
Good Service Good Quality Ambience

Long Relationship Good Offers Large Variety

Aspiration Self Service Faster(takes less

time)
Overall Experience

8. How much time do you spend on shopping on every visit in Retail Store?

0-30 Minutes 30-60 Minutes 1-2 Hour 2-3 Hours

3-4 Hours 4-5 Hours <5 Hours

9. How much time do you spend on shopping on every visit in Kiryana Store?

0-30 Minutes 30-60 Minutes 1-2 Hour 2-3 Hours

3-4 Hours 4-5 Hours <5 Hours

10. Kindly rate the below of an organized retail and unorganized retail based upon your
preference?

Parameter Organized Retail(rate) Un Organized Retail(rate)

(1-Poor, 5- Best) (1-Poor, 5- Best)

Price 1 2 3 4 5 1 2 3 4 5

Quality 1 2 3 4 5 1 2 3 4 5

Variety 1 2 3 4 5 1 2 3 4 5

Location 1 2 3 4 5 1 2 3 4 5

Service 1 2 3 4 5 1 2 3 4 5
 Everything at one Place 1 2 3 4 5 1 2 3 4 5

Offers 1 2 3 4 5 1 2 3 4 5

Relationship 1 2 3 4 5 1 2 3 4 5

Ambience 1 2 3 4 5 1 2 3 4 5

Home Delivery 1 2 3 4 5 1 2 3 4 5

Faster 1 2 3 4 5 1 2 3 4 5

11. Which of these factors affect your impulse buying behavior at Retail Store ?
Demographics

1. Name: ______________________________________________________

2. Age: 15-20 20-30 30-40

40-50 50 & above

3. Occupation: Student Govt. Employee Private Employee

Businessman Any other (Pls specify) _______________

4. Income group: 5k-10k 10k-20k 20k-30k 30k-40k

40k-50k 50k & above

5. Education: Student Graduate Post-Graduate

MBA Any other (Pls specify) ___________________

6. Number of Family Dependants: Nil One Two Five

Any other (Pls specify)

7. Telephone Number / E-mail:___________________________________________

________________________________ Thank You______________________________