FMCG
Fast 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 relatively low cost.
FMCG is probably the most classic case of low
margin and high volume business.
OBJECTIVE
To 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 CATEGORIES
There are mainly 4 products categories in FMCG:
• Home and Personal Care
• Foods and Beverages
• Cigarettes
• Alcohol
EVALUATION OF FMCG PRODUCTS
Sales
Baby Care - 2%
Fabric Care - 12%
Food Products -43%
Hair Care - 8%
Household - 4%
OTC Products - 4%
12%
43%
22%
4%
4%
5%
8%
2%
CONSUMER
A 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 PRODUCTS
Every 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
offerer’s performance in relationship to the buyer’s
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 Performance
CONSUMER BEHAVIOUR
Consumer 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
PROCESS
Total Set
Awareness Set
Consideration Set
Choice Set Decision
IBM
Apple
Dell
HP
Toshiba
Compaq
Sony
NEC
Tandy
.
.
.
IBM
Apple
Dell
HP
Sony
Toshiba
Compaq
.
.
IBM
Apple
Dell
Toshiba
IBM
Apple
Dell
?
TOP FMCG COMPANIES IN INDIA
1. (ITC) INDIAN TOBACCO
COMPANY LIMITED
2. (HUL) HINDUSTAN
UNILEVER LIMITED
3.NESTLE INDIA
INDIAN FMCG MARKET CAPITALISATION IN 2013
0
50,000
100,000
150,000
200,000
250,000
300,000
ITC Ltd HUL Nestle India
In Crores
In Crores
2,56,769
49,768
1,27,144
MAJOR PLAYERS WITH PRODUCT SEGMENTS
Serial
No.
Company Market
Capitalisation
Product segment
1 ITC Ltd 2,56,769
Crores
Cigarettes & Cigars, Foods -
Aashirvaad, Sunfeast etc, Lifestyle
Retailing, Personal Care- Fiama,
Vivel etc, Classmate, Agarbattis,
Safety Matches.
2 HUL Ltd 1,27,144
Crores
Bru, Kissan, Fair & Lovely, Clinic
Plus, Lakme, Brook bond red label,
Pears, Lux, Pepsodent, Rin, Surf
Excel etc.
3 Nestle India 49,768
Crores
Everyday Nescafe, Classic, Maggi,
Chocolates - Kitkat, Munch, Polo etc.
SEGMENTING CONSUMER MARKET
FACTORS INFLUENCING THE BUYING
DECISION OF CONSUMERS
Brand name
Quality
Price
Easy Availability
Quantity
Package
Trade Name
Date of manufacturing
Transparent
Affordability
CONCLUSION
Though 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.
