SRI KRISHNA COLLEGE OF

TECHNOLOGY
SCHOOL OF MANAGEMENT
COIMBATORE – 641402

A STUDY ON CONSUMER’S BUYING ATTITUDE,

INFLUENCING FACTORS AND THEIR SELF IMAGE
TOWARDS FMCG PRODUCTS

Submitted by

K.SAKTHIVEL (20TPMB121)

in partial fulfillment for the award of the course

of

CONSUMER BEHAVIOUR

(20PNE013)

in
Master of Business Administration Program

SRI KRISHNA COLLEGE OF TECHNOLOGY

SCHOOL OF MANAGEMENT

COIMBATORE-64140

1|20TPMB121
INTRODUCTION:

Fast Moving Consumer Goods (FMCG) goods are popularly named as

consumer packaged goods. Items in this category include all consumables (other than
groceries/pulses) people buy at regular intervals. The most common in the list are toilet
soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff,
and household accessories and extends to certain electronic goods. These items are meant for
daily of frequent consumption and have a high return. The Fast Moving Consumer Goods
Industry includes food and non-food everyday consumer products. They are usually
purchased as an outcome of small-scale consumer decision so they are heavily supported
(advertising, promotion) by the manufacturers. Typical purchasing of these goods occurs at
grocery stores, supermarkets, hypermarkets etc. The manufacturers are always exploring new
outlets and sales locations while the traditional ret+ailers have introduced private label brands
to capture additional profit. Every one of us uses fast moving consumer products every day.

FAST MOVING CONSUMER GOODS (FMCG)

Fast Moving consumer goods are those goods that are consumed every day
by the average consumer and are replaced or fully used up over a short period of days, weeks,
or months, and within one year. The Fast Moving Consumer Goods (FMCG), also known as
Consumer Packaged Goods (CPG), is products that have a quick turnover and relatively low
cost. Though the absolute profit made on FMCG products is relatively small, they generally
sell in large numbers and 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 nondurables such as glassware, bulbs, batteries, paper products and plastic goods.
The Indian FMCG sector with a market size of US$14.8 billion is the fourth
largest sector in the economy. The FMCG market is set to double from USD 14.7 billion in
2011-12 to USD 30 billion in 2013. FMCG sector will witness more than 60 per cent growth
in rural and semi-urban India by 2014. Indian consumer goods market is expected to reach
$400 billion by 2014.Hair care, household care, male grooming, female hygiene, and the
chocolates and confectionery categories are estimated to be the fastest growing segments. At
present, urban India accounts for 66% of total FMCG consumption, with rural India
accounting for the remaining 34%. However, rural India accounts for more than 40%
consumption in major FMCG categories such as personal care, fabric care, and hot beverages.
In urban areas, home and personal care category, including skin care, household care and
feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment,
it is estimated that processed foods, bakery, and dairy are long-term growth categories in both
rural and urban areas. The growing incline of rural and semi-urban folks for FMCG products
will be mainly responsible for the growth in this sector, as manufacturers will have to deepen
their concentration for higher sales volumes.

2|20TPMB121
OBJECTIVES OF THE STUDY
1) To understand the concept of FMCG products.
2) To know and understand the scope of maketing FMCG products
in India.
3) To identify the factors affecting consumer buying behaviour and
consumer decision making process.
4) To conclude and suggest stratigies for effewctive marketing of
FMCG products.
5)To do self-image analysis for each customer.

LEARNING OUTCOMES
1)This study helps to understand about the FMCG products.
2)To know about the satisfaction level of consumers towards the
product.
3)To know about the buying pattern of different consumers.

FMCG PRODUCTS CHOSEN

1.coffee
2.Soap
3.Paste
4.Biscuits
5.Soft drinks

QUESTIONNAIRE
1)Name ___________________
2)Email ___________________
3) Gender
1) Male 2) Female

4)Age
1) Below 18 2) 18-25 years 3)25-30 4) Above 30
5) What is the coffee brand you prefer most ?
1) Bru 2) Nescafe 3) Narasus 4) Local vendor

3|20TPMB121
6) Paste you prefer most
1)Colgate 2) Dabur 3) Himalaya 4) Pepsodent 5) Vicco 6)Others

7) Soft drinks you preference

1) Pepsi 2) Coca cola 3) Maaza 4) Other Local vendor

8) Soap your preference

1)Hamam 2) Cinthol 3) Dove 4) Pearls

9) Biscuit you prefer most

1)50-50 2) Good day 3) Milk bikis 4) Marie gold

10) Why do you select particular brand ?

11) Who referred you to choose that particular brand?

1)Social media 2) Family 3) Friends 4) Advertisements 5) Self exploring 6) Others

12) What attracted you to buy that product?

1) Advertisement 2) Suggestion from friends and family 3) Own interest 4) Social media
5) Others

13) Will you recommend your brands of preference to your friends and family?
1) Yes 2) No 3) Maybe

14) What FMCG brand you use the most ?

1) ITC 2) Patanjali 3) Himalaya 4) Hindustan unilever 5) Others

FORM LINK : https://forms.gle/BvjVEq1PohidNn5b8

4|20TPMB121
ANALYSIS AND INTREPERTATION

The questionnaire is shared with 10 respondents.

AGE
Among the respondents, 70% are from 18-25 age group and 30% are from below
18 age group.

GENDER
Among the respondents, 80% are female and 20% are only male.

gender

male female

5|20TPMB121
PREFERENCE ON COFFEE:
Among the respondents, 50% prefer bru and 30% prefer five Nescafe.
Narasus are preferred by only 10% respondent.

PREFERENCE ON PASTE:
Among the respondents, 40% prefer Colgate and 30% prefer Dabur. Pepsodent
are preferred by only 10% respondent. Vicco no one can be preferred.

6|20TPMB121
PREFERENCE ON SOFT DRINKS
Among the respondents, 60% prefer Mazza and 30% prefer Coca cola. No
one can prefer Pepsi.

PREFERENCE ON SOAP
Among the respondents, 60% prefer Dove and 30% prefer Cinthol. No one
can prefer Hamam.

7|20TPMB121
PREFERENCE ON BISCUIT
Among the respondents, 40% equally prefer Milk bikis and Good day and
20% prefer Marie gold. No one can prefer 50-50.

REFERRED TO CHOOSE A PARTICULAR BRAND :

Among the respondents, 50% of them said as self exploring and 30% said as
referred by parents and 20% said as referred by friends.

8|20TPMB121
ATTRACTED TO BUY THE PRODUCT:
Among the respondents, 80% peoples are own interested to buy a
product and only 20% people were attracted by suggestions.

RECOMMEND YOUR BRAND PREFERENCE TO YOUR FRIENDS AND FAMILY

Among the respondents, 70% people said yes and 30% people said may
be to prefer friends and family .No respondent can say select option

9|20TPMB121
FMCG PRODUCT USED MOST
Among the respondent, 40% people use Himalaya products.20% use
Hindustan products. Only 10% of people use ITC products.

FINDINGS
Subsequent to the objective analysis of the data collected we would like to summarise the
Findings of the study and state as under. For analysing the buying decisions of the
respondents in respect of select FMCG products viz. Biscuit, Milk, paste, Bath Soap & Soft
drinks. The basis of decision making was measured on using the google forms
a) In respect of biscuit, Taste was considered to be the most important factor
while Availability & Media Influence as consider as next important factor. In that case 40%
of people mostly prefer Milk-bikis and Good day.
b) In respect of Paste, Quality and ingredients was considered to be the most
important factor and Ingredients .so most of the people can prefer Colgate.
c) In respect of Coffee, Quality was considered to be the most important factor,
while Taste and Packing were next important factors. On this view Bru holds the majority
preference by people.
d) In case of Bath Soap, Availability, Brand and Media Influence were
considered to be most important factors, while Ingredients was next important factor. Dove
can hold the more majority
e) In case of Soft drinks , Brand and Taste was considered to be the most
important factor while Quality and Ingredients was considered to be the next important
factors. On this view Mazza attracts more people by his quality.

10 | 2 0 T P M B 1 2 1
CONCLUSION
Today, the digital revolution of the marketplace allows much greater
customization of products, services, and promotional messages than older marketing tools.
By doing so, it enables marketers to build and maintain relationships with customers-just like
the salespersons, grocers, and jewellers have done for many decades-but on a much greater
and more efficient scale. Digital technologies also enable marketers to collect and analyze
increasingly complex data on consumer’s buying patterns and personal characteristics. On the
other hand, the same technologies enable consumer to find more information about products
and services, including prices, more easily, efficiently, and, for the most part, from the
comfort of their own homes.
Finally to conclude we can say almost every FMCG company has been
riding the waves of growth in the last 20 years and it won't be any different in the future. The
winners however will innovate more complex but significantly insightful models and use
technology to create flexible supply chain, innovative products and communication ideas and
satisfy even more consumer requirements. Together with this, the government has to create
an enabling environment and tackle number of urban issues for the industry to truly reach its
potential."

11 | 2 0 T P M B 1 2 1