FMCG

Topics: Laundry detergent, Brand, Fast moving consumer goods Pages: 53 (7871 words) Published: April 19, 2015
BRAND AWARENESS AND CUSTOMER PREFERENCES
FOR FMCG PRODUCTS IN URBAN MARKET
A Project Report
Submitted By

SREEJITH T
(Reg. No : KVALBCM058)
Under the guidance of
Prof.K.H Abdul Razzak
Submitted in partial fulfilment of the requirements for the award of degree of

Bachelor Of Commerce
Of
Calicut University

MES KVM COLLEGE
Valanchery, Malappuram, Kerala
2011-2014

Department Of Commerce
MES KEVEEYAM COLLEGE VALANCHERY

CERTIFICATE
This is to certify that the Project entitled
Brand Awareness And Customer Preferences For FMCG Products In Urban Market is a genuine work done by

SREEJITH T
(Reg. No : KVALBCM058)

And submitted in partial fulfilment of the requirement of the award of his Degree of

Bachelor Of Commerce
Of
University Of Calicut

Prof. C.K HASSAN
Head of the Department Of Commerce
MES KEVEEYAM COLLEGE,
Valanchery

CERTIFICATE

This is a bonafide work done by SREEJITH.T under my
guidance and supervision.
He has not presented this work on any previous occasion to
any other institution.

Prof. K.H Abdul Razzak
Associate Professor
Department Of Commerce
MES KEVEEYEM COLLEGE
Valanchery

DECLARATION
I hereby declare the information collected for the project and argument on the topic Brand Awareness And Customer
Preferences For FMCG Products In Urban Market has been
carried in a proper manner. I hereby declare that all
information given in the project are true and correct.

Date :
Place :

SREEJITH. T
Signature :

ACKNOWLEDGEMENT

I would like to acknowledge my thanks to almighty god for
helping me during this project work with much interest and
enthusiasm.
I have immense pleasure in thanking our honourable principal Dr. Hussain Randathani who has become the source of our
inspiration in the campus.
I express my sincere gratitude to Prof. T. Nisab Sir who gave this type of information capable subject as my project topic. My sincere thanks to all the persons of Valanchery area for
providing relevant information to my project work.
Finally I convey my sincere thanks to commerce department, to my friends for giving me the required guidance and advice for the project.

Date :
Place :

SREEJITH. T
Signature :

INDEX/CONTENT

CHAPTER
1

TOPIC

PAGE NO:

INTRODUCTION

1

CONSUMER BEHAVIOUR

3

FMCG PRODUCTS

4

PRODUCTS UNDER STUDY

5

MARKET SEGMENTATION

15

GROWTH IN INDIAN FMCG SECTOR

17

GROWTH DRIVERS OF INDIAN FMCG SECTOR

18

2

REVIEW OF LITERATURE

19

3

RESEARCH METHODOLOGY

21

STATEMENT OF PROBLEM

22

OBJECTIVES

23

SCOPE & NEED OF STUDY

24

LIMITATIONS

25

ANALYSIS & INTERPRETATION

26

BRAND AWARENESS IN URBAN MARKET

27

BRAND PREFERNCE IN URBAN MARKET

32

ATTRIBUTES OF BRAND PREFERENCE

37

5

MAJOR FINDIGS

38

6

CONCLUSION

39

7

QUESTIONNAIRE

41

8

REFERENCES

45

4

LIST OF TABLES

SI NO:

TABLE

PAGE NO:

1

GENERAL PROFILE OF RESPONDENTS

26

2

BRAND AWARENESS OF SHAMPOO

27

3

BRAND AWARENESS OF SOAP

28

4

BRAND AWARENESS OF DETERGENT

29

5

BRAND AWARENESS OF TEA

30

6

BRAND AWARENESS OF TOOTHPASTE

31

7

BRAND PREFERNCE OF SHAMPOO

32

8

BRAND PREFERNCE OF SOAP

33

9

BRAND PREFERNCE OF DETERGENT

34

10

BRAND PREFERNCE OF TEA

35

11

BRAND PREFERNCE OF TOOTHPASTE

36

12

ATTREIBUTES OF BRAND PREFERNCE

37

LIST OF FIGURES

SI NO:

FIGURE

PAGE NO:

1

SEGMENTS IN FMCS

15

2

MARKET SEGMENTATION

16

3

TRENDS IN FMCG REVENUE

17

4

URBAN RURAL DIVISION

17

5

GROWTH DRIVERS OF INDIAN FMCG SECTOR

18

6

BRAND AWARENESS OF SHAMPOO

27

7

BRAND AWARENESS OF SOAP

28

8

BRAND AWARENESS OF DETERGENT

29

9

BRAND AWARENESS OF TEA

30

10

BRAND AWARENESS OF TOOTHPASTE

31

11

BRAND PREFERNCE OF SHAMPOO

32

References: 10. J. BASIC. APPL. SCI. RES., 3(2)340-347, 2013 CUSTOMER
PERCEPTIONS ABOUT BRANDING AND PURCHASE INTENTION: A
11. IJCRM VOLUME NO. 3 (2012), ISSUE NO. 2 (FEBRUARY) ISSN
0976-2183 CONSUMER ATTITUDE TOWARDS GREEN PRODUCTS OF
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