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PROJECT REPORTON
BRAND AWARENESS OF CONSUMERPRODUCTS CASE STUDY OF
FMCG PRODUCTS
SUBMITTED UNDER PARTIAL FULLFILMENTOF THE REQUIREMENT FOR THE AWARD DEGREE OF
TWO YEAR (FULL TIME) M.COM
(SESSION-2013-14)
SUBMITTED TO - SUBMITTED BY -Dr. ROHIT BHATTACHARYA VARTIKA SINGH
M. COM FINAL YEAR
ROLL NO. 50
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Fast MovingFast Mov ing Consumer Consumer
GoodsGoods(FMCG)(FMCG)
Acknowledgement
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We consider our proud privilege to express deep sense of gratitude to
..for his admirable and valuable guidance, keen interest,
encouragement and constructive suggestions during the course of theproject.
We would also like to express our hearty gratitude to our
faculty guides, . and of .. for their
valuable guidance and sincere cooperation, which helped us in completing
this Singapore business trip project.
Last, but not the least, we sincerely thank all the members of our
team for their immense support and assistance extended during the course of
this project and in making it a valuable experience.
From:
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Table of Content
. !xecutive summary "
#. $ntroduction #"%
%. &verview of '()* %
+. '()* in # % +
-. )omparison between '()* in # - # % +"-
/. Sector0s outlook -"1
1. Scope of '()* 2
2. *rowth prospects 2"3. 4op players in '()* sector
. Secondary players #
.5eview of literature #" +
#. 5esearch objectives -
%.5esearch methodology /" 3
+.6nalysis 3"
/
-.)onclusion / "
/#
/.Suggestions recommendations /%
1.5eferences /+"
/-
2.7uestionnaire //"/2
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Executive Summary $n this research the researchers have put an effort to understand the buying
behavior of the consumers towards $ndian '()* products in Singapore.. $n this report, the researchers have first of all given a brief review
about '()* sector as a whole.
#. 4hen we have given a review of the findings of some of the
researches that has already been conducted by various researchers.
%. 4hen we have enumerated our research objectives.
+. 4hen we have given the panoramic view regarding the topic.
-. 4hen we have described our research methodology i.e., the sample
unit, sample si8e, sampling region, sampling procedure that we have
used in our report.
/. We have used stratified random sampling as our sampling procedure.
1. 4hen we have analy8ed the data which was collected by a
9uestionnaire.
2. 4hen we have concluded the findings of the survey.
3. 4hen finally, we have given few suggestions recommendations
regarding the topic.
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CHAPTER 1
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huge sums of money on promoting brands. (anufacturing can be
outsourced. 6 recent phenomenon in the sector was entry of multinationals
and cheaper imports. 6lso the market is more pressuri8ed with presence of
local players in Singapore markets.
verview of F!C" Sector
'()* is an acronym for 'ast (oving )onsumer *oods, which refer
to things that we buy from local supermarkets on daily basis, the things that
have high turnover are relatively cheaper.
6fter + years of dull performance in both revenues profits,
'()* sector has now, i.e., since # -, gained the momentum, principally
because of the smaller companies that have substantially improved their
market shares at the cost of larger players, in some cases, the regional
players.
$f we carefully observe the '()* index >S! index, we would reali8e
that the returns on money invested in '()* index are much lower than the
returns in benchmark index. 4he '()* sector has under performed the
benchmark >S! sensex in # %. 4hough both the indices were close to each
other till august # %, however, in the later part of the year the sensex
surpassed the '()* index by a reasonable margin.
Com#ari$on of %&'( and %&&)
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6fter two years of sinking performance of '()* sector, the year # - has
witnessed the '()*0s demand growing. Strong growth was seen across
various segments in '? /. With the rise in disposable income and the
economy in good health, the urban consumers continued with their shoppingspree. 4he international demand grew at around @, while both the
domestic sector registered a growth of around 2@. Aackets and sachets
contributed to the highest growth in Singapore areas. *rowth in '()*
depends on two factorsB $ncrease in penetration and consumption in Singapore markets
)hange in aspirations and tastes of the urban population abroad
>oth these factors contributed to growth in # %. >esides demand,
prices also increased, because of which only the selected consumers moved
up in the value chain. 4he large format retail stores in metros also stimulated
sales, even if on a very small base. Some companies absorbed higher input
prices, while others were able to pass on the cost to the consumers.
Sector*$ utlook
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'()* is the fourth largest sector in the $ndian !conomy with a total market
si8e of 5s./ , crores. '()* sector generates -@ of total factory
employment in the country and is creating employment for three million
people, especially in small towns and rural $ndia.
6ccording to a )$$ C 6 4 Dearney 5eport, the '()* sector in $ndia is
expected to grow at a compounded growth rate :)6*5; of 3@ to a si8e of
5s. ,+%, crores by # from 5s. 3%, crores at present.
With a growth of -#.-@, the >S! '()* index has, during the last year
outperformed the sensex, which could manage a growth of + @ only. 6 well
established distribution network, intense competition between the organi8ed
unorgani8ed segments, low operating costs, strong branding characteri8es
the market.
4he large consumer base, particularly in Singapore market, and the growing
middle class open up huge opportunities to '()* companies to take the
consumers to branded products and offer new generation products.
4he sectorEs lack"luster performance in the last few years was due to price
competition and increase in raw materials cost. Fowever, in the '? /, the
sector has witnessed a double"digit growth in profits and revenues. 4he
sector has registered an up trend in growth across categories, such as healthsupplement, shampoo, toothpaste, hair oils, and mos9uito repellant, as
shown in table belowB
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Sale$ +alue "rowt, -
Categorie$ %&& /%&&) %&&)/%&'( A#r.%&'(/Se#t.%&'(
0ealt, Su##lement1C,yawan#ra$,2
/)- &- %(-
S,am#oo '&- %(- '3-
Toot,#a$te )- 4- '4-
0air il$ 3- '5- %(-
!o$6uito 7e#ellant '(- '&- %3-
Source: CII 8 A T 9earney 7e#ort 1%&&&2
Sector Financial$ In million$
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('/&(/%&'( ('/&(/%&&) ('/&(/%&&
;et Sale$
Sale$ "rowt,
'4 '34
'&.5-
' 5 % '
%.&-
' ) (5&
/
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FS>) 5eport. 4hough the sector witnessed a slower growth in # # C +, it
has been to make a fine recovery since then.
'or example, Findustan Levers Limited :FLL; has shown a healthy growthin the last 9uarter. 6n estimated double"digit growth over the next few years
shows that the good times are likely to continue.
"rowt,
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$ndian )ompetitiveness and )omparison with the World (arketsB
4he following factors make $ndia a competitive player in '()* sectorB
. 6vailability of raw materials
>ecause of the diverse agro"climatic conditions in $ndia, there is a large raw
material base suitable for food processing industries. $ndia is the largest
producer of livestock, milk, sugarcane, coconut, spices and cashew and is
the second largest producer of rice, wheat and fruits vegetables. $ndia also
produces caustic soda and soda ash, which are re9uired for the production of
soaps and detergents. 4he availability of these raw materials gives $ndia the
location advantage.
#. Labor cost comparison
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Low cost labor gives $ndia a competitive advantage. $ndiaEs labor cost is
amongst the lowest in the world, after )hina $ndonesia. Low labor costs
give the advantage of low cost of production. (any (=)Es have established
their plants in $ndia to outsource for domestic and export markets.
%. Aresence across value chain
$ndian companies have their presence across the value chain of '()*
sector, right from the supply of raw materials to packaged goods in the food"
processing sector. 4his brings $ndia a more cost competitive advantage. 'or
example, 6mul supplies milk as well as dairy products like cheese, butter,
etc.
To#
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Secondary
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7eview of @iterature
7e$earc, ob ective$
CHAPTER 2
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4o understand the demand pattern of '()* products in the
international market.
4o know the amount of household income spent on the consumption
of '()* products.
4o understand the image of the products in the eyes of the
international consumers.
C!"#$%& -3
RESEARCH METHODOL OGY
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7e$earc, met,odology
ata collection
Sam#le unit:
. working people :including men women;
#. college students
%. school students
+. senior citi8ens
Sam#le $i>e:
. working peopleB %#@
#. college studentsB #3@
%. school studentsB #%@
+. senior citi8ensB /@
Sam#ling region:
. 4he researchers have selected Singapore, as their area of study.
#. We have chosen 6ng (o Dio, Little $ndia, 4ampines and &rchard as
her areas of research. $n these areas she can easily meet working
people :both male female;, school students, college students senior citi8ens.
Sam#ling #rocedure:
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4he researcher will take $tratified random $am#ling as the sampling
procedure.
ata collection met,od:
1. randed products.
2. Secondary data: it will be collected with the help of books,research papers, maga8ines, news papers, journals, internet, etc.
7e$earc, in$trument$:
Due$tionnaire de$ign:
6s the 9uestionnaire is self administrated one, the survey is kept simple anduser friendly. Words used in 9uestionnaire are readily understandable to all
respondent. 6lso technical jargons are avoided to ensure that there is no
confusion for respondents.
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C!"#$%& -4
ANALYSIS OF THESTUDY
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A naly$i$(Considering only the buyers buying IndianOrigin Goods And Data comprising only of
Indian goods.)
. Which soap u prefer to useK
4he reaction of people towards various $ndian S&6A brands can be
tabulated in the following mannerB
Brand$ @ux ettol @ifebuoy ot,er$G&?; covers #+@ of the market
share. 4his is then followed by I!44&L, the product of 5!)D$44
>!=)D$S!5 with a market share of ##@, which is then followed by
L$'!>G&?, the product of FGL with a market share of 2@.
4his data can be graphically explained with the help of the following bargraphB
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0
510
15
2025
30
3540
percentage
brands
demand of soap brands
lux
dettol
lifebuoy
others
#. Which pack u prefer to useK
$n order to determine the income pattern of the consumers, it
was necessary for the researcher to distribute the consumers on the basis
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of their demand for the various packs of S&6A brands available in the
market.
Fowever, the reaction of people towards various packs of S&6A
can be tabulated in the following mannerB
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0
1020
30
40
50
60
percentage
packs preferred bycustomers
demand of packs of soap
single pack
family pack ( 3 in 1
. Which tea u prefer to useK
4he reaction of people towards various 4!6 brands can be tabulated in
the following mannerB
Brand$ Tata Tea Brooke Ta !a,al t,er$
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Bond5&&D! >&=I, 46J
(6F6L; with a market share of ##@. 4his is finally followed by 46J
(6F6L, the product of FGL which holds 2@ of the market share.
4his data can be graphically explained with the help of the following bar
graphB
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their demand for the various packs of 4!6 brands available in the
market.
Fowever, the reaction of people towards various 4!6 packs can be
tabulated in the following mannerB
TEA #ack$ Sac,et !edium #ack @arge #ack#ercentage 5 (% %&
$n the survey that the researcher conducted, she tried to
differentiate amongst the people, with below average household income,
average household income above household income. 4hisclassification can be done on the basis of the daily expenditure that
people make. Fowever, it can be concluded that sachets are most
commonly used by the people .i.e., +2@ consumers demand sachet packs.
%#@ consumers demand medium pack.# @ consumers demand large
pack.
4his data can be graphically explained with the help of the
following diagramB
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Brand$
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0
5
1015
20
25
30
35
percentage
brands
demand of tooth paste
pepsodent
colgate
close up
others
+. Which pack u prefer to useK
$n order to determine the income pattern of the consumers, it was
necessary for the researcher to distribute the consumers on the basis of
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their demand for the various packs of 4&&4F A6S4! brands available
in the market.
Fowever, the reaction of people towards various 4&&4F A6S4!
packs can be tabulated in the following mannerB
Toot, #a$te
#ackSmall #ack !edium #ack Family #ack
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0
10
20
30
40
50
percentage
packs preferred by customers
demand of packs of tooth paste
small pack
medium pack
family pack
-. Which detergent u prefer to useK
4he reaction of people towards various I!4!5*!=4 brands can be
tabulated in the following mannerB
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Brand$ Surf 7in Tide t,er$L! which has a market share of #1@. 4his is finally followed by
other brands :! )!A4 SG5', 5$=, 4$I!; which captures /@ of the
market share.
4his data can be graphically explained with the help of the
following bar graphB
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0
5
10
15
20
25
30
35
percentage
brands
demand of detergents
surf
rin
tideothers
/. Which pack u prefer to useK
$n order to determine the income pattern of the consumers, it was
necessary for the researcher to distribute the consumers on the basis of
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their demand for the various packs of I!4!5*!=4 brands available in
the market.
Fowever, the reaction of people towards various I!4!5*!=4
packs can be tabulated in the following mannerB
etergent #ack$ Sac,et !edium #ack Family #ack
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05
10152025
30354045
percentage
packs preferred by customers
demand of detergent packs
sachet
medium packfamily pack
1. Which shampoo u prefer to useK
4he reaction of people towards various SF6(A&& brands can be
tabulated in the following mannerB
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Brand$ Clinic #lu$ Sun$ilk0ead
$,oulder$t,er$
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0
5
1015
20
25
30
35
percentage
brands
demand of shampoo
clinic plus
sunsilk
head " shouldersothers
2. Which pack u prefer to useK
$n order to determine the income pattern of the consumers, it was
necessary for the researcher to distribute the consumers on the basis of
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their demand for the various packs of SF6(A&& brands available in the
market.
Fowever, the reaction of people towards various SF6(A&& packs
can be tabulated in the following mannerB
S,am#oo
#ack$$ac,et Small #ack
!edium
#ackFamily #ack
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0
5
10
15
20
25
30
35
percentage
packs preferred by customers
demand of shampoo packs
sachet
small pack
medium pack
large pack
3. Which biscuits u prefer to useK
4he reaction of people towards various >$S)G$4S brands can be tabulated
in the following mannerB
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Brand$ !arie gold "ood ay
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0
5
10
15
20
25
30
35
40
percentage
brands
demand of biscuits
marie gold
good day
parle #
others
.which hair oil u prefer to useK
4he reaction of people towards various F6$5 &$L brands can be tabulated
in the following mannerB
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Brand$ G5 which captures #3@ of the total market share. 4his is followed by
I6>G5 M64$D6, another product of I6>G5 which captures 3@ of the
market. 6nd after that, followed by other brands :! )!A4 A656)FG4!,I6>G5 6(L6, I6>G5 M64$D6; captures -@ of the market share.
4his data can be graphically explained with the help of the following bar
graphB
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0
5
10
15
20
25
30
35
40
percentage
brands
demand of hair oil
parachute
dabur amla
dabur $atikaothers
.Which pack u prefer to useK
$n order to determine the income pattern of the consumers, it
was necessary for the researcher to distribute the consumers on the basis
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of their demand for the various packs of F6$5 &$L brands available in
the market.
Fowever, the reaction of people towards various F6$5 &$L
packs can be tabulated in the following mannerB
0air oil #ack$ Small #ack !edium #ack @arge #ack
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05
1015202530354045
percentage
packs preferred by customers
demand of packs of hair oil
small pack
medium pack
large pack
#.Which cream u prefer to useK
4he reaction of people towards various )5!6( brands can be tabulated in
the following mannerB
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Brand$ !6G4? :66=>; which holds +@ of the total market share.
4his data can be graphically explained with the help of the
following bar graphB
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0
5
10
15
20
25
30
35
percentage
brands
demand of creams
ponds
fair " lo$ely
ayur
others
%.Which coffee u prefer to useK
4he reaction of people towards various )&''!! brands can be tabulated in
the following mannerB
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Brand$ Bru ;e$tle ;e$cafe t,er$5G, the product of FGL which
holds, #/@ of the market share. While the other brands hold only @ of the
market share.
4his data can be graphically explained with the help of the
following bar graphB
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0
5
10
15
20
25
30
35
percenatge
brands
demand of coffee
bru
nestle
nescafe
others
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Conclusions
Suggestions recommendations References
Questionnaire
C!"#$%& -'
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Conclu$ion$
$n this report, it can very easily be concluded that FGL,
holds major portion of the '()* market. $t holds major shares in the soap,detergent, shampoo cream0s category. FGL0s products are mainly in
demand, because they provide these products in different packs.. So, they
prefer buying the small or the medium packs. Fowever, large or family
packs are still been bought by few consumers, who are from a well C off
families.
$n the case of 4!6, 4646 holds a major share. $n the case of
)&''!!, =!S4L! =!S)6'! holds the major share. 5ural consumers
favor 4646 because it is an old organi8ation it has gained a lot of
>56=I !7G$4? which finally creates >56=I L&?6L4?. $n these
products, consumers do get brand loyal, because they do not want to take a
risk with their tastes. So they prefer sticking to one brand. 4hese
organi8ations supply their products in various packs :small, medium large;, considering the buying capacity of their consumers.
6s in the case of >$S)G$4S, >5$46==$6 holds the major
market share. 5ural consumers favor >5$46==$6 because it is an old
organi8ation it has gained a lot of >56=I !7G$4? which finally creates
>56=I L&?6L4?. $n case of >$S)G$4S, consumers do get brand loyal,because they do not want to take a risk with their tastes. So they prefer
sticking to one brand. 4hese organi8ations supply their products in various
packs :small, medium large;, considering the buying capacity of their
consumers.
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$n the case of 4&&4F A6S4!S, )&L*64! A6L(&L$M!
holds a major market share. )onsumers are very concerned about their
health, so if any product suits them they prefer sticking to that product. 6ndthis product is also available in various packs, so various consumers can use
it according to their buying capacity.
$n the case of F6$5 &$LS, (!5$)& holds the major market
share. (!5$)& is a much known organi8ation its product A656)FG4!
has reached all the places. So it is a known product, which has created a
good amount of goodwill for the organi8ation. )onsumers have confidence
trust in their product. 4herefore, they prefer buying it.
Sugge$tion$ recommendation$4he researchers would like to suggest the following points, so that the
organi8ations can easily sell their products to their consumersB
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. Fowever, the demand of a product is also affected by its life cycle. $f
the product is in the introduction stage, then it will definitely take
some time to capture the market, because in the introduction stage,
consumers are not much aware about the product. 4herefore, it0s theresponsibility of the organi8ation to create awareness amongst the
consumers.
#. 4hey should adapt rigorous marketing strategies, in order to sustain in
the market.
%. 4here is immense competition in this sector. 4herefore, the
organi8ations should try to gain competitive advantage against their
competitor0s.
+. 4hey should try to reach as many people as possible.
-. 'or the organi8ations that are not much popular amongst the
consumers, should adopt Sales Aromotion, as their marketing
strategies.
/. 6pplication of +60s has also become an important task for all the
organi8ations.
1G AH Availability Affordability Acce#tability Awarene$$2
7eference$
. Dearney, 6 4, )$$ C 5eport, :# ;
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#. )enter for (onitoring $ndian !conomy :)($!;
%. Statistical &utline of $ndia :# " #;, =)6!5
+. =ational )ouncil of 6pplied !conomic 5esearch :=)6!5;5. $ndian readership survey :$5S;
/. httpB
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/. which soap u prefer to useKa. Luxb. dettolc. lifebuoyd. others
1. which pack u prefer to useKa. singleb. family pack : % in ;
2. which tea u prefer to useKa. tata teab. brooke bond
c. taj mahald. others
3. which pack u prefer to useKa. sachetb. medium packc. large pack
.which tooth paste u prefer to useKa. pepsodentb. colgatec. close C upd. others
.which pack u prefer to useKa. small packb. medium packc. family pack
#.which detergent u prefer to useKa. surf
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b. rinc. tided. others
%.which pack u prefer to useKa. sachetb. medium packc. large pack
+.which shampoo u prefer to useKa. clinic plusb. sunsilkc. head shouldersd. others
-.which pack u prefer to useKa. sachetb. small packc. medium packd. large pack
/.which biscuits u prefer to useKa. marie goldb. good dayc. parle " *d. others
1.which hair oil u prefer to useKa. parachuteb. dabur amlac. dabur vatikad. others
2.which pack u prefer to useKa. small packb. medium pack
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c. large pack
3.which cream u prefer to useKa. pondsb. fair lovelyc. ayurd. others
# .which coffee u prefer to useKa. brub. nestlec. =escafed. others