Fmcg – Analysis of Consumer Behaviour towards FMCG
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This document discusses Fast Moving Consumer Goods (FMCG). FMCG products are low cost, everyday items like food, beverages, and personal care products. The document outlines the objectives of studying consumer behavior and satisfaction towards FMCG products. It identifies the main FMCG product categories and evaluates sales data. Key factors that influence consumer buying decisions are identified. Major Indian FMCG companies are listed and their market capitalization is compared. Consumer behavior and decision making processes are also summarized.
Fmcg – Analysis of Consumer Behaviour towards FMCG
- 2. 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.
- 3. 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
- 4. FMCG PRODUCT CATEGORIES There are mainly 4 products categories in FMCG: • Home and Personal Care • Foods and Beverages • Cigarettes • Alcohol
- 5. 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%
- 6. 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”.
- 7. 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.
- 8. HOW DO WE MEASURE SATISFACTION ? • Periodic Surveys • Collecting individual feedback • Monitor Competitive Performance
- 9. 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.
- 10. 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 ?
- 11. TOP FMCG COMPANIES IN INDIA 1.(ITC) INDIAN TOBACCO COMPANY LIMITED 2. (HUL) HINDUSTAN UNILEVER LIMITED 3.NESTLE INDIA
- 12. 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
- 13. 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.
- 15. FACTORS INFLUENCING THE BUYING DECISION OF CONSUMERS Brand name Quality Price Easy Availability Quantity Package Trade Name Date of manufacturing Transparent Affordability
- 16. 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.