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Fmcg – Analysis of Consumer Behaviour towards FMCG

Jul 15, 2015



FMCG Analysis of Consumer Behaviour Towards FMCG

FMCG Analysis of Consumer Behaviour Towards FMCG ProductsSubmitted by:Name : Sharon Shreya MasihRoll No. : 02FMCGFast Moving Consumer Goods (FMCG) - alternatively known as consumer packaged goods (CPG).

These are products that are sold quickly and generally consumed at a regular basis.

It is relativelylow cost.

FMCG is probably the most classic case of low margin and high volume business.

OBJECTIVETo study Consumer Behaviour Towards FMCG

To study the facility to satisfy consumer

To study the importance of consumer satisfaction

To study the factors influencing the consumer

FMCG Product CategoriesThere are mainly 4 products categories in FMCG:Home and Personal Care

Foods and Beverages


AlcoholEVALUATION OF FMCG PRODUCTS2%5ConsumerA consumer is an individual who purchase or has the capacity to purchase goods and services in order to satisfy personal or household needs, wants or desires.

A consumer is the most important visitor on our premises.

He is not dependent on us. We are dependent on him.

He is not an outsider to our business. He is part of it.

We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.Consumer Satisfaction Towards FMCG ProductsEvery human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every business person.

Whether the buyer is satisfied after purchase, depends on the offerers performance in relationship to the buyers expectation.

If the performance falls short of expectations, the customer is dissatisfied, if it matches the expectation, customer satisfied, and if it exceeds the expectation, customer is delighted.

How do we Measure Satisfaction ?Periodic Surveys

Collecting individual feedback

Monitor Competitive PerformanceConsumer BehaviourConsumer behaviour can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services.

The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, effort, money) on consumption related item. Consumer Decision Making ProcessTop fmcg companies IN INDIA



3.NESTLE INDIAINDIAN Fmcg market capitalisation in 20131,27,144Major players with PRODUCT SEGMENTSSerial No.CompanyMarket CapitalisationProduct segment1ITC Ltd2,56,769 CroresCigarettes & Cigars, Foods - Aashirvaad, Sunfeast etc, Lifestyle Retailing, Personal Care- Fiama, Vivel etc, Classmate, Agarbattis, Safety Matches.2HUL Ltd1,27,144 CroresBru, Kissan, Fair & Lovely, Clinic Plus, Lakme, Brook bond red label, Pears, Lux, Pepsodent, Rin, Surf Excel etc.3Nestle India49,768 Crores Everyday Nescafe, Classic, Maggi, Chocolates - Kitkat, Munch, Polo etc. Segmenting Consumer Market

Factors influencing the buying Decision of ConsumersBrand nameQualityPriceEasy AvailabilityQuantityPackageTrade NameDate of manufacturingTransparentAffordabilityConclusionThough the study is relating to behaviour of consumers, most of the consumers are influenced by brand and quality in purchase of FMCG products. It is concluded from this study that FMCG sector is growing and will continues to grow very fast. The study on the consumer behaviour towards the FMCG products has received a pivotal position in the market for paste, soap, shampoo etc.Although there are many competitors in the market, FMCG was able to maintain and hold its top rank providing quality product at reasonable price to consumer. Thank you

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