INTRODUCTION In the era of liberalisation and globalisation, markets all over the world are going through a metamorphosis. The present day consumers are regularly exposed to newer life-styles, products and services unprecedented due to the impact of media and communication explosion. Simultaneously, thanks to the continuously increasing disposable incomes, there has been a radical shift in the attitude and aspirations of the consumers. Consequently, multifaceted and segment specific newer brands are regularly flooding the markets world over. In most of the categories, consumer goods more particularly Fast Moving Consumer Goods (FMCGs) are jostling for shelf-space in the overcrowded marketplace. Super markets, malls, and various retailing outlets have been catering to the ever increasing needs of the modern day consumers. In short, contemporary consumers are being offered umpteen number of choices in each and every product segment which is never seen before. We are living in an age of brands. Today, there are normally no inanimate or dump products. They have transformed into brands with a personality of their own. They can be warm or friendly, cold or distant, old fashioned or sophisticated, stylish or shabby, and so on. This aura or ethos is what distinguishes a brand from a commodity. Like outstanding individuals, the strongest brands, have more than personality—they have character, depth, and stand out in 1
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INTRODUCTION
In the era of liberalisation and globalisation, markets all over the world are going through a
metamorphosis. The present day consumers are regularly exposed to newer life-styles,
products and services unprecedented due to the impact of media and communication
explosion. Simultaneously, thanks to the continuously increasing disposable incomes, there
has been a radical shift in the attitude and aspirations of the consumers. Consequently,
multifaceted and segment specific newer brands are regularly flooding the markets world
over. In most of the categories, consumer goods more particularly Fast Moving Consumer
Goods (FMCGs) are jostling for shelf-space in the overcrowded marketplace. Super markets,
malls, and various retailing outlets have been catering to the ever increasing needs of the
modern day consumers. In short, contemporary consumers are being offered umpteen number
of choices in each and every product segment which is never seen before.
We are living in an age of brands. Today, there are normally no inanimate or dump products.
They have transformed into brands with a personality of their own. They can be warm or
friendly, cold or distant, old fashioned or sophisticated, stylish or shabby, and so on. This
aura or ethos is what distinguishes a brand from a commodity.
Like outstanding individuals, the strongest brands, have more than personality—they have
character, depth, and stand out in a crowd. This character has to be sustained and protected
from a number of short-term demands so that the core image is not diffused. 'Brand itself has
become a powerful brand in the common marketing practices!' A couple of decades back,
hardly such a scenario was prevalent. Thanks to the ongoing liberalisation process and
gradual emergence of India as a market destination for the international majors, there is a big
assortment of brands in almost all product and service categories and brand competition has
developed as one of the most significant features of the Indian marketing scenario in recent
years.
.
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BRAND
Source: www.googleimages.com BRAND: MEANING AND DEFINITIONA name becomes a brand when consumers associate it with a set of tangible or intangible
benefits that they obtain from the product or service. Simply stated, brand is an outcome of
company's marketing efforts, product performance: and customer satisfaction. A strong brand
stands for many things: quality, design, product(s), position, image, and value for money and
confidence.
Brand is defined differently by many authors but the word brand is comprehensive,
encompassing other narrower terms. A brand is a name and/or mark intended to identify the
product/service of one seller or group of seller and differentiate the product or service from
competing products/ service Specifically, a brand is a name, term, design, symbol, or any
other feature that identifies one seller's good or service as distinct from those of other sellers.
The legal term for brand is trademark.
A brand name consists of words, letters, and numbers that can be vocalised. For example;
VarietyInnovating ProductImported ProductNon AvailabilityQuality not at expected levelPrice
Accordings to survey Non availability and Imported Product are strongly effect to change the
brand loyalty .Price and Variety have average affect on changing brand loyalty .it may be
affect or not the loyalty.
1.10 Which is your most prefer brand of Deodorants among the following Deodorant No Of Persons
Dove 13
Fogge 17
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Mean Score Mean ValueVariety 2.1Innovating product 2.5 Imported product 3.2Non availability 3.3Quality not at expected level 2.6Price 2.8Family influence 3.4
Axe 24
Nivea 2
Denim 2
Setwet 32
Other 0
13
17
2422
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Brand Preference For Deodorant
DoveFoggeAxeNiveaDenimSetwet
There are 32 respondents used the SETWET brand of Deodorants. DENIM and NIVEA
Deodorants brand are less used by respondents. According to survey SETWET and AXE
brand is too much brand loyal as compare to others.
1.11 Since how long you are using this particular brand ?
Period Of Using Particular brand No Of Persons
< 6 month 13
6 month -<1 year 18
31
1- <2 year 29
2year& Above 2 year 40
< 6 months 6- < 1 year 1- < 2 year 2 & above 2 year0
5
10
15
20
25
30
35
40
Length of Brand Association
According to survey most of the users are brand loyal more than 2 & above 2 year that are 40
respondents and very less respondents are using particular brands <6months. Respondents
are using particular brand from long time.
1.12 The following factors affect my brand loyalty while purchasing D/O
Sr. no Determine brand loyalty
Strongly agree
Agree Undecided Disagree Stronglydisagree
1. Price 5 23 35 32 52. Brand 75 13 17 0 O
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name3. Quality 63 20 17 0 04. Packaging
& Labelling
15 37 33 10 5
5. Promotion
73 10 7 7 3
6. Family & friends
2 25 23 39 11
Mean Score ValuePrice 2.4Brand Name 4.7Quality 4.4Packaging & Labelling 3.5Promotion 4.4Family & Friends 2.5
Variety Innovating product Imported productNon availabilityQuality not at expected levelPriceFamily influence
Accordings to survey Non availability and Imported Product are strongly effect to change the
brand loyalty .Price and Quality not at expected level have average affect on changing brand
loyalty .it may be affect or not the loyalty.
Limitations
The potential limitations of this study are described below.
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The Study of Consumer Brand Loyalty on FMCG- Cosmetic Products with Special Reference
to Bathinda city.
1. The results of this study cannot be used to reflect the delimited population as a whole. This
study collects convenient samples from Bathinda Districts respondents therefore, one cannot
generalize the results of the study to the delimited population. This study can only reflect a
specific and limited population’s FMCG-Cosmetic Products Brand loyal and needs.
2. Survey research plays an important part in creating a successful study. The success of this
study depends upon whether the questions will be clearly understood and answered, as well
as upon whether or not the respondents honestly and diligently answer the questions and
complete the survey for this study.
3. As it is not possible to investigate all concepts, there may be certain other issues which are
of importance to the subject but which will not be covered.
4. Time constraint also limits the amount of research that could be conducted and included in
the literature review. The different groups served to reduce this limitation, as they are
expected to review a considerable amount of subjects in the time allocated.
FINDINGS
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1. Younger are more using the cosmetics than the orders.
2. More people are brand loyal towards the cosmetic brands.
3. Price factor not more affect the purchasing decisions.
4. Mostly people are using particular brand from more than 2 years.
5. Quality is the main factor to being brand loyal.
6. Most of the famous brands according to survey are PANTENE in Shampoo,
GARNIER in Face wash and SETWET in Deodorants.
.
Conclusion
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Examining brand loyalty is an important area of inquiry in the vast understanding of
consumer behavior. Primarily, because consumer brand loyalty differ significantly in
previous studies, this study has been focused on the specific brand loyalty differences, in
relation to consumer goods particularly FMCG-Cosmetic Products, between male and female.
As the world is globalizing, products are being sold more often nationally and internationally
rather than locally. Consumers’ shopping characteristics are important factors when products
are developed by the companies and in return by focusing the promotional and distribution
strategies. Consumer’s exhibit different characteristics and market behaviours, and they often
have different purchasing orientations, which may be based upon nationality. These
differences are affected by demographic factors. These things were clearly discussed in this
study, so those who are all business man want to marketing their product into market to
whom this research will be useful to know how effective demographic factors are affecting
the Brand Loyalty and significance of demographic factors in determining brand loyalty and
then they may frame their own marketing strategy to get success in marketing & market
research field.
Suggestion
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Concerning FMCG Cosmetic product usage most of the customer having brand loyal
particularly on face wash, ,shampoo & deodrants products. these habits may be change
through using of effective marketing strategy particularly in advertisements in which
companies which are manufacturing of cosmetic product may use of film stars or sports star,
endorsement for their products to marketing, because of most of respondents were purchased
their cosmetics based on these endorsement were identified. Through this study identifies
how effectively demographics factors like gender, education, age had an impact on consumer
having brand loyalty, based on the report findings. Companies may change their marketing
programme for marketing of their goods into Bathinda City market environment.
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BIBLOGRAPHY
1. Stephen L. Sondoh “The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic” Asian Academy of Management Journal, Vol. 12, No. 1, 83–107, January (2007).
2. C. Muthuvelayutham& L. Subburaj “The Study Of Brand Loyalty On FMCG-Cosmetic Products” Eurojournals Publishing (2012) www. Europeanjournal of scientific research.com.
4. Gurvinder Shergill “Country of Origin Effects on Consumers’ Perceptions of Cosmetic Brands” , Massey University, New Zealand, Jung-Hsin Kuo, Eulogiums Co., Ltd, Taiwan, Vol. 29,No.8,pp . 389-419 (2007).
5. Abel P. Jeuland, Frank M. Bass & Gordon P. Wright, ”A Multibrand Stochastic Model Compounding Heterogeneous Erlang Timing and Multinomial Choice Prosseses”, Operations Research, Vol. 28, No. 2, pp. 255-277 (March-April 1980).
6. Kirthi Kalyanam, Daniel S. Putler, ”Incorporating Demographic Variables
in Brand Choice Models: An Indivisible Alternatives Framework”, Marketing Science, Vol. 16, No. 2, pp. 166- 181 (1997).
7. Purushottam Papatla, ”A Multiplicative Fixed-effects Model of Consumer Choice”, Marketing Science, Vol.15, No. 3, pp. 243-261 (1996).
8. Randall L. Schultz & Andris A. Zoltners, ”Marketing Decision Models”, Elsevier Science Publishing Co. (1982).www.scribd/ Marketing Decision Models.in.
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9. Rishin Roy, Pradeep K. Chintagunta & Sudeep Haldar, ”A Framework for Investigating Habits,‘‘The Hand of the Past’’, and Heterogeneity in Dynamic Bran.
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ANNEXURE
1.1. Your Age in Years: (Please Tick your age group)
18-20 21-25
26-30 Above 30
1.2. Your Marital Status: (Please √)
Unmarried Married
1.3. Your Educational Qualification (Please √)
Less than SSC SSC/HSC
Graduation Post Graduation
1.4. Your Occupation: (Please √)
Student Homemaker Service
Own Business Professional
1.5. Your Monthly Family Income in Rupees: (Please √)
Below 10,000 10, 000 to 25,000
25,001 to 50,000 50,001 and Above
1.6 Which is your most prefer brand of Shampoo among the following
1. Dove 2. Garnier 3. Lux
4. Clean & Clear 5.Panteen 6. Sunsilk
7. Head & Shoulder 8. Clinic plus 9. Other
1.7 Since how long you are using this particular brand ?
1. < 6 month 2. 6 month -<1 year
3. 1- <2 year 4. 2year& Above 2 year
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1.8 The following factors affect my brand loyalty while purchasing Shampoo
Sr. no Determine brand loyalty
Strongly agree
Agree Undecided Disagree Stronglydisagree
1. Price2. Brand
name3. Quality4. Packaging
& Labelling
5. Promotion
6. Family & friends
1.9 I may change my preferred brand of Shampoo because of following reasons
Sr. no.
Reasons Strongly agree
Agree Undecided Disagree
Stronglydisagree
1. Variety 2. Innovating
product3. Imported
product4. Non availability5. Quality not at
expected level6. Price7. Family influence
1.10 Which is your most prefer brand of D/O among the following 1. Dove 2. Fogge 3. Axe 4. Denim 5. Nivea 6. Setwet 7. Other
1.11 Since how long you are using this particular brand ? 1. < 6 month 2. 6 month - <1 year
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3. 1- <2 year 4. 2 & Above 2 year1.12 The following factors affect my brand loyalty while purchasing D/O
Sr. no Determine brand loyalty
Strongly agree
Agree Undecided Disagree Stronglydisagree
1. Price2. Brand
name3. Quality4. Packaging
& Labelling
5. Promotion
6. Family & friends
1.13 I my change my preferred brand of D/O because of following reasons
Sr. no.
Reasons Strongly agree
Agree Undecided Disagree
Stronglydisagree
1. Variety 2. Innovating
product3. Imported product4. Non availability5. Quality not at
expected level6. Price7. Family influence
1.14 Which is your most prefer brand of face wash among the following 1. Dove 2. Garnier 3. Pond’s 4. Amway 5. Everyouth 6. Himalya 7. Lakme 8. Clean & clear 9. Other
1.15 Since how long do you use particular brand ? 1 . < 6 month 2. 6 month - <1 year 3. 1- <2 year 4. 2 & Above 2 year
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1.16 The following factors affect my brand loyalty while purchasing face wash
Sr. noDetermine brand loyalty
Strongly agree
Agree Undecided Disagree Stronglydisagree
1. Price2. Brand
name3. Quality4. Packaging
& Labelling
5. Promotion
6. Family & Friends
1.17 I may change my preferred brand of face wash because of following reasons