A STUDY ON CONSUMERS BRAND PREFERENCE FOR FAST MOVING CONSUMER GOODs (FMCGs) IN BENGALURU CITY
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Date
2018-08-04
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University of Agricultural Sciences, Bengaluru
Abstract
The Indian FMCG sector is the fourth largest sector in the world. The Study was with specific objective to analyse the purchase behaviour of consumers towards FMCGs, brand preference for selected products of FMCGs and to document the preferred promotional strategies for FMCGs, employed by FMCGs companies. Data was collected from both primary and secondary sources. Primary data were collected by individually interviewing the respondents with a structured schedule from 60 consumers in Bengaluru city. The data was analysed by using measures of Descriptive statistics and Descriptive statistics and Descriptive statistics and Descriptive statistics andDescriptive statistics andDescriptive statistics and Descriptive statistics and Descriptive statistics andDescriptive statistics and Descriptive statistics andDescriptive statistics and Garrett’s ranking technique test. The majority of respondent purchase their FMCGs need in weekly basis. The factor which influencing decision of purchasing of FMCGs products was parents. The most of respondent used specific brand in case of personal care products, for house hold care items majority of respondents were flexible to brand selection and majority of respondent s preferred to buy offered items in case of food items. Quality was the only factor which influencing the purchase in all categories (personal care, house hold care and food items) of FMCGs products. Television was the major source of information to consumers for FMCGs products. Majority of respondent were brand loyal and they were using more than two years the same brand. The factors which influencing brand loyalty among
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