the preference of women consumers with fmcg products...

THE PREFERENCE OF WOMEN CONSUMERS WITH FMCG

PRODUCTS WITH SPECIAL REFERENCE TO POLLACHI TALUK

1 2

1 Assistant Professor PG Department of International Business, NGM College, Pollachi.

2 PG Department of International Business, NGM College, Pollachi.

ABSTRACT

The fast-moving consumer goods (FMCG) sector is an important contributor to India‘s GDP.

Fast moving consumer goods (FMCGs) constitute a large part of consumers‘ budget in all countries.

This study is aimed at to shed light on competitive conditions prevailing in the FMCGs retail trade

sector. This study also focused on the analysis of competitive within the sector, and draws lessons for

competition policy. FMCG Industry is characterized by a well established distribution network, low

penetration levels, low operating cost, lower per capita consumption and intense competition between

the organized and unorganized segments. India‘s FMCG sector creates employment for more than

three million people in downstream activities. It is currently growing at double-digit rate and is

expected to maintain a high growth rate. Indian buyers were a bit conservative partly due to lesser

disposable income and partly due to fewer competitive and more variety of products. Food inflation

could restrict consumers‘ demand and pricing flexibility for FMCG while lowering consumers‘

purchasing power that diverts purchases away from certain FMCG.

INTRODUCTION

India‘s FMCG sector is the fourth largest sector in the economy and creates employment for

more than three million people in downstream activities. Its principal constituents are Household

Care, Personal Care and Food & Beverages. The total FMCG market is in excess of Rs. 85,000

Crores. It is currently growing at double digit growth rate and is expected to maintain a high growth

rate.

Fast Moving Consumer Goods (FMCG) - alternatively known as consumer packaged goods

(CPG) are products that are sold quickly and generally consumed at a regular basis, as opposed to

durable goods such as kitchen appliances that are replaced over a period of years. The FMCG industry

primarily engages in the production, distribution and marketing operations of CPG. FMCG product

categories comprise of food and dairy products, pharmaceuticals, consumer electronics, packaged

food products, household products, drinks and others. Meanwhile, some common FMCG include

coffee, tea, detergents, tobacco and cigarettes, soaps and others. The big names in this sector include

Sara Lee, Nestle, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex,

General Mills, Pepsi, Mars and others. In recent years, the fast moving consumer goods sector

(FMCG) is witnessing increased use of sales promotion activities all over the world. This sector is

characterized by products having low unit value and requiring frequent purchases and consumer

behavior reflecting less loyalty, impulse buying, and low involvement on the part of a consumer

(Kotler, 2003).

Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer

Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG

generally include a wide range of frequently purchased consumer products such as toiletries, soap,

cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables

such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include

pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEWISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :1.590VOLUME 4, ISSUE 3, MARCH 2016

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S. SARANYA G.SURYA

chocolate bars. A subset of FMCGs is Fast Moving Consumer Electronics which include innovative

electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops.

STATEMENT OF THE PROBLEM

Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low

cost. The profit from these products is relatively very small and the selling is in large quantities, so the

cumulative profit on such products can be large. The productions of Fast Moving Consumer Goods

companies have massive competition and they are forced to find new ways of making money. They

did this by learning the consumer common needs and buying motives, and to developing the solution.

This is very difficult because of the consumers has different needs, different expectations and also a

sea changes in the standard of living and life styles. At present the consumers are more dynamic, their

taste, preferences are also changing. The consumers are also looking product differentiation and the

convenience offered. The consumer has certain expectation from branded items in terms of its quality,

price and packaging. The money spent on advertisement makes the consumer aware of the latest

brands in the market. The markets conditions in do not assume an organized functioning pattern. The

status of marketing needs to be understood in view of social dynamics and various economic and

operational gap theories. Thus, appropriate planning for market in terms of trade for channel

infrastructure, technology and behavioral dimensions needs greater emphasis for achieving better

economic efficiency. The consumers are finding various problems in selecting their fast moving

consumer goods. In order fulfill their expectation to know the consumer behavior in the purchase

decision in the FMCGs products. In this backdrop it is identified that there is a need for research work

in the field of consumer behavior of FMCG in the Pollachi taluk.

OBJECTIVES OF THE STUDY

The study is designed with the following specific objectives:

To find the awareness about the FMCG products.

To understand the overall satisfaction level of respondent using FMCG products.

To analyze the socio, economic profile of rural consumers and their attitude towards buying

products.

NEED OF THE STUDY

The FMCG sector shows tremendous growth last few years. Compare to

other sectors investors prefer to make their investment in this Sector only. However there is

high growth tendency for FMCG sector it faces some difficulties in achieving their destination.

Hence the purpose of this study is to identify the force that influence on consumer shopping

pattern particularly in pollachi. Because pollachi referred as the south Indian man sitter where

most of the industry people living that why selected the FMCG product study.

SCOPE OF THE STUDY

The present study target of Coimbatore city consumers, understanding their behavior helps to

identify the preference influence of brand in their purchase decision etc on the purchase of particular

FMCG product. The insight will help the manufactures to adopt new strategies which would help not

only to attract new customer but also the maintain the loyalty of the existing customer, as in the



present competitive scenario the consumer are prepared to choose their right product not only based

on their needs but also on the basic of personal interest shown by the manufactures on them.

SIGNIFICANCE OF THE STUDY

The vastness of the rural market poses both challenges and an opportunity to the marketers.

The desire to improve the living standards is felt as keenly in the rural areas as in the urban areas.

Rural incomes are rising and the poverty ratio is falling. With the increase in real income of rural

people a shift has been found to have taken place in the items consumed by the rural consumers.

Today most of the consumers from rural areas are developing a brand familiarity with brand names.

The growth in rural income has been better than urban income since the minimum support price for

crops like wheat and paddy has been substantially hiked. Even prices of pulses, rice, oilseeds and milk

have increased dramatically over the last one year. The disposable income with the farmer is higher

now.

RESEARCH METHODOLOGY

The research type is descriptive research and the subject under investigation is the preference

of women consumers with FMCG products in rural area. The required data was collected through the

interview method through the questionnaire. The source of the data is primary data. The tools used in

the study are simple percentage, chi squire.

STATISTICAL TOOLS

The following statistical tools are used in the study

Simple Percentage Analysis

REVIEW OF LITERATURE

C. Muthuvelayutham (2012) in his study titled ―The Study of Consumer Brand Loyalty on

FMCG- Cosmetic Products with Special Reference to Madurai‖ analyzes the relationship

between demographic variables on the brand loyalty of the consumers and tries to identify the

consumer‘s switching factors in respected selected product category. This study is essentially

a correlation study. A randomly selected sample of 600 from Tamil Nadu State, South India,

particularly Madurai, Tuticorin, Kanyakumari districts were selected to analyze. To indicate

the amount of correlation between the variables, Chi-square test was used in this study.

Results show that among the variables age, education level and gender have the most

significant impact on consumer‘s brand loyalty.

B.V.N.G. Chandrasekhar (2012) in his study ―Consumer Buying Behaviour and Brand

Loyalty in Rural Markets: FMCG‖, aims to study brand loyalty of various brands in rural

markets and identify the presence and the importance of local brands. The primary data was

collected through a questionnaire. This study was conducted on a sample of 60 respondents in

the village‘s satanapalli, tadipattri and mallapur.

Suresh bhagwat (2011) in his e article ―FMCG Markets to contribute in Indian rural

Economy perspective in global era‖ This study focuses their efforts on empowering the rural

consumer with the latest trends and technology and teaches them ways to improve their

standard of living.

Gihan wijesundera (2010) in this article ―Factors influencing the demand of beauty soap

among female consumers in the greater Colombo region‖ Purpose of this study is to explore

how the marketing mix & demographical factors influence the brand preference & purchasing



behavior of beauty soap among the female consumers in the greater Colombo region. The

results indicated that there were statistical relationships between price, product, education,

occupation and band preference and there was no statistical relationship between place,

promotion, age, income level, marital status, skin type, social factors, and substitute product

with the brand preference. Thus the research concludes that the price, product, education &

occupation are only having a statistical relationship with the brand preference of female

consumers in the greater Colombo region.

Nuntasaree sukat (2009) in this article ―A model of male consumer behaviour in buying skin

care products in Thailand‖ The study purpose of the research was evaluated in some depth the

phenomena of male consumer behaviour in buying skin care products in Thailand. In order to

cope with the research purpose, Fishbein and Ajzen‘s theory of reasoned action model is

employed as a theoretical framework and modified by adding the self-image construct. The

research objective was find out the ―To what extent do beliefs in product attribute, self-image,

Normative influences, and attitudes toward applying skin care products, affect Thai male

consumers‘ purchase intention and purchase behaviour in buying skin care products. The

researcher was find out the result or confirm that beliefs, self-image, normative influences,

and attitudes have impacts on purchase intention and purchase behaviour in buying skin care

products among Bangkok male consumers. The modified theory of reasoned action is

appropriate to explain male consumer behaviour in the purchase of specific cosmetic product

in the Thai setting.

Nikha katiyar, (2014) ―an empirical study of Indian consumer buying behavior of FMCG

products (with special reference of bathing soap)‖, bathing soap are fast moving consumer

goods that have seen a surge in their sales in the past few decades in india more and more

people are opening up to the idea of experimenting and trying out newer bath soap. This study

is attempt to cover the various factors that influence the buying decision of consumers who

plan to purchase and or used bath soap. FMCG sector is the fourth largest sector in India

touching everybody life‟s in every day. The FMCG goods sector is vital contributor to india‟s

gross domestic products.

Chitra. R (2014) ―an empirical study on customers purchase intention towards branded

apparels‖, this paper aims to study factors affecting customers‟ purchase intention towards

branded apparel. Purchase intention is explained in terms of general consumer variables

(normative influence, consumer confidence) and brand specific variables (perceived quality,

emotional value).

Nasrudeen .r and mohamed, (2014) ―level of consumption of fast moving consumer goods

by rural consumers – an analytical study‖, ever since independence of india, because of some

obvious reasons, marketing acquired a largely urban bias. It was the green revolution in the

seventies which provided a much-needed boost to agriculture-based rural economy in the

country. Subsequently, many firms started showing interest in the rural markets and extend

their penetration to reach smaller village and towns. Further, now-a-days rural consumers are

behaving like urban consumers towards the urban lifestyle, fashion, taste, preferences, etc.

Rajasekaran, b and saravanan, p. A. (2014) highlighted, ―consumer satisfaction on fast

moving consumer goods‖. The study throws on the attitudes, values, beliefs and perception of

the consumers with regards to the consumption of fast moving consumer goods. To study the

brand preference of fast moving consumer goods, the preference and opinion of consumer

towards popular brands have been taken into consideration.



ANALYSIS AND INTERPRETATION

SIMPLE PERCENTAGE ANALYSIS

TABLE – 1 - AGE FACTOR

SNO OPTION

NO.OF

RESPONDENTS PERCENTAGE

1 Below 25 years 38 38

2 26 – 35 years 26 26

3 36 – 45 years 18 18

4 45 years & above 18 18

Total 100 100

From the above table 4.1 it gives idea that out of total respondents 38% of them are selecting

Below 25 years, 26% of them are selecting 26 – 35 years, 18% of them are selecting 36 – 45 years

and remaining 18% of them are selecting 45 years & above for their age groups.

It is found that a majority of the respondents are Below 25 years for their age groups.

TABLE – 2 - MARITAL STATUS

From the above table 4.2 it shows that out of total respondents 71% of them are selecting

Married, and remaining 29% of them are selecting Unmarried for their marital status.

It is found that a majority of the respondents are married.

TABLE NO – 3 - EDUCATIONAL QUALIFICATION

SNO OPTION

NO.OF

RESPONDENT PERCENTAGE

1 Illiterate 2 2

2 School level 12 12

3 Graduate or Diploma level 37 37

4 PG level 25 25

5 Professionals 22 22

6 Others please specify ---- 2 2

Total 100 100

SNO OPTION

NO.OF


1 Married 71 71

2 Unmarried 29 29

Total 100 100




Illiterate, 12% of them are selecting School level, 37% of them are selecting Graduate or Diploma

level, 25% of them are selecting PG level, 22% of them are selecting Professionals and remaining 2%

of them are selecting other celebrities for their education qualification.

It is found that a majority of the respondents are Graduate or Diploma level for their

education qualification.

TABLE – 4 - OCCUPATIONAL STATUS


Student, 27% of them are selecting Self-employed, 11% of them are selecting Professional, 22% of

them are selecting Housewife, 10% of them are selecting Business 10% of them are selecting Govt.

employee, and remaining 5% of them are selecting Private employee.

It is found that a majority of the respondents are Self-employed.

TABLE - 5 - MONTHLY INCOME

From the above table 4.5 it point out that out of total respondents 8% of them are selecting

Less than Rs.5,000, 33% of them are selecting Rs.5,001 – 10,000, 26% of them are selecting

Rs.10,001 – 15,000, 12% of them are selecting Rs.15, 001 – 20,000 and remaining 21% of them are

selecting Above Rs.20, 000 for their family.

It is found that a majority of the respondents monthly income between Rs.5,001 – 10,000 for

their family.

SNO OPTION

NO.OF


1 Student 15 15

2 Self-employed 27 27

3 Professional 11 11

4 Housewife 22 22

5 Business 10 10

6 Govt. employee 10 10

7 Private employee 5 5

8 Others please specify 0 0

Total 100 100

SNO OPTION

NO.OF


1 Less than Rs.5,000 8 8

2 Rs.5,001 – 10,000 33 33

3 Rs.10,001 – 15,000 26 26

4 Rs.15, 001 – 20,000 12 12

5 Above Rs.20, 000 21 21

Total 100 100



TABLE - 6 - FAMILY TYPE


Joint, and remaining 76% of them are selecting Nuclear for their type of family.

It is found that a majority of the respondents are Nuclear for their family type.

TABLE – 7 - FAMILY SIZE


Less than 3, 43% of them are selecting 3- 4 members, 14% of them are selecting 5 - 6 members and

remaining 13% of them are selecting More than 7members for their family.

It is found that a majority of the respondents 3- 4 members for their family size.

TABLE – 8 - FAMILY BREAD WINNERS


Up to 1 members, 32% of them are selecting 2 to 3 members, 2% of them are selecting 4 to 5

members and remaining 1% of them are selecting Above 6 members for their family.

It is found that a majority of the respondents are selecting Up to 1 member for their family.

SNO OPTION

NO.OF


1 Joint 24 24

2 Nuclear 76 76

Total 100 100

SNO OPTION

NO.OF


1 Less than 3 30 30

2 3- 4 members 43 43

3 5 - 6 members 14 14

4 More than 7members 13 13

Total 100 100

SNO OPTION

NO.OF


1 Up to 1 member 65 65

2 2 to 3 members 32 32

3 4 to 5 members 2 2

4 Above 6 members 1 1

Total 100 100



TABLE – 9 - FMCG’S AWARENESS

SNO OPTION

NO.OF


1 Yes 46 46

2 No 54 54

Total 100 100

From the above table 4.9 it points out that out of total respondents 46% of them are selecting

yes and remaining 54% of them are selecting No for their customer awareness about the FMCG

products.

It is found that a majority of the respondents are selecting No for their customer awareness

about the FMCG products.

TABLE – 10 - KNOWING OF FMCG PRODUCTS

SNO OPTION

NO.OF


1 Family members 11 11

2 Relatives 35 35

3 Advertisement 28 28

4 Friends 26 26

5 Others please specify 0 0

Total 100 100


Family members, 35% of them are selecting Relatives, 28% of them are selecting Advertisement and

remaining 26% of them are selecting Friends for their customers know about FMCG products.

It is found that a majority of the respondents are selecting Relatives for their customers know about

FMCG products.

TABLE – 11 - ADVERTISEMENT MEDIUM


Television, 34% of them are selecting News paper/Magazine, 24% of them are selecting Radio and

remaining 18% of them are selecting Posters and Banners for their FMCG Advertisement.

SNO OPTION

NO.OF


1 Television 24 24

2 News paper/Magazine 34 34

3 Radio 24 24

4 Posters and Banners 18 18

Total 100 100



It is found that a majority of the respondents are selecting News paper/Magazine for their

FMCG Advertisement.

TABLE – 12 - MEDIA INFORMATION

SNO OPTION

NO.OF


1 Yes 48 48

2 No 52 52

Total 100 100

From the above table 4.12 it reveals that out of total respondents 48% of them are selecting

and remaining 52% of them are selecting No for their media information.

It is found that a majority of the respondents are selecting No for their media information.

TABLE – 13 - ADVERTISEMENT TYPE

SNO OPTION

NO.OF


1 Still image (magazines/Newspapers) 35 35

2 Moving images (Television / Internet) 65 65

Total 100 100


Still image (magazines/Newspapers), 24% of them are selecting Radio and remaining 65% of them

are selecting Moving images (Television / Internet) for their FMCG Advertisement.

It is found that a majority of the respondents are selecting moving images (Television /

Internet) for their FMCG Advertisement.

TABLE – 14 - LEVEL

SNO OPTION

NO.OF


1 Excellent 22 22

2 Very Good 24 24

3 Good 21 21

4 Average 33 33

Total 100 100




Excellent, 24% of them are selecting Very Good, 21% of them are selecting Good and remaining 33%

of them are selecting Average for their FMCG product performance.

It is found that a majority of the respondents are selecting Average for their FMCG product

performance.

TABLE – 15 - PREFERENCE TO STORE

SNO OPTION

NO.OF


1 Discount 13 13

2 Variety 38 38

3 Service 9 9

4 Proximity 16 16

5 Ambience 24 24

Total 100 100


Discount, 38% of them are selecting Variety, 9% of them are selecting Service, 16% of them are

selecting Proximity and remaining 24% of them are selecting Ambience for their customer purchasing

reason.

It is found that a majority of the respondents are selecting Variety for their customer

purchasing reason.

TABLE – 16 - OFFERS ON FMCG

SNO OPTION

NO.OF

RESPONDENTS PERCENTAGE (%)

1 Always 19 19

2 Often 33 33

3 Sometimes 25 25

4 Not at all 23 23

Total 100 100


Always, 33% of them are selecting Often, 25% of them are selecting Sometimes and remaining 23%

of them are selecting Not at all for their customer purchasing reason.

It is found that a majority of the respondents are often for their customer purchasing reason.



FINDINGS

SIMPLE PERCENTAGE ANALYSIS

Majority of the respondents are Below 25 years for their age groups.

Majority of the respondents are married.

Majority of the respondents are Graduate or Diploma level for their education qualification.

Majority of the respondents are Self-employed.

Majority of the respondents are Rs.5,001 – 10,000 for their family.

Majority of the respondents are Nuclear for their type of family.

Majority of the respondents are 3- 4 members for their family.

Majority of the respondents are Up to 1 member for their family.

Majority of the respondents are No for their customer awareness about the FMCG products.

Majority of the respondents are Relatives for their customers know about FMCG products.

Majority of the respondents are News paper/Magazine for their FMCG Advertisement.

Majority of the respondents are No for their media information.

Majority of the respondents are Moving images (Television / Internet) for their FMCG

Advertisement.

Majority of the respondents are Average for their FMCG product performance.

Majority of the respondents are Variety for their customer purchasing reason.

Majority of the respondents are often for their customer purchasing reason.

SUGGESTION

Customer‘s awareness regarding advertising is very high. It should be kept in mind by

companies for communication purpose.

Use of televisions and newspapers are more planners also should use these media to reach to

maximum number of viewers/readers.

Media are liked by customers due to their positive features. These points of high quality of

audio, video, clarity of message and cost involved should be taken care of especially in

advertising campaign.

Short advertisements on TV and radio, lengthy advertisement should be given in newspapers

and magazines.

Different types of schedules are being used and for selection of media all relevant factors are

considered. Proper care should be taken in future to sustain progress.

Quality in FMCG products may be achieved through acquiring training in business

development, quality product development, and marketing external monitoring of quality

CONCLUSION

It is concluded from this study that FMCG sector is growing and will continues to grow very

fast. The futures for the FMCG sector look extremely encouraging. The sector having under gone a

structural change is all set to emerge stronger in future. The FMCG market remains highly fragmented

with almost half of the market representing brand up package homemade product. This presents a

tremendous opportunity for the markets of branded product. The study on the consumer behaviour

towards the products of FMCG has received a pivotal position in the market for paste, soap, shampoo

although there are many competitors in the market .FMCG was able to maintain hold its top rank

providing quality product at reasonable price to consumer. Quality is the main motivating factor for

the consumer to buy the product of FMCG. Introduction of new products in the market to satisfy the

consumer is also an importance reason for FMCGs to hold the top in the consumer market. It clears



from the study that FMCG acquire a major share in the consumer goods market the manufacture as to

provide quality goods at reasonable price.

REFERENCES

1• Muthuvelayutham (2012) The Study of Consumer Brand Loyalty on FMCG- Cosmetic Products

with Special Reference to Madurai. European Journal of Scientific Research ISSN 1450-216X Vol.71

No.1 (2012), pp. 127-143.

2• Chandrasekhar (2012) Consumer Buying Behaviour and Brand Loyalty in Rural Markets: FMCG.

IOSR Journal of Business and Management (IOSRJBM) ISSN: 2278-487X Volume 3, Issue 2 (July-

Aug. 2012), PP 50-67.

3• SureshBhagwat (2011) FMCG Markets to contribute in Indian rural Economy perspective in global

era. Half yearly Vision research review research journal vol. I, issue. I, June 2011 to Nov. 2011, ISSN

2250-169.

4• Gihan Wijesundera (2010) Factors influencing the demand of beauty soap among female

consumers in the greater Colombo region. ICBI 2010 - University of Kelaniya, Sri Lanka.

5• Nuntasaree Sukat (April 2009) in this article ―A model of male consumer behaviour in buying skin

care products in Thailand. ABAC Journal Vol. 29, No. 1 (January-April 2009, pp.39-52).



the preference of women consumers with fmcg products...

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