Consumer Behavior Essay
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Today’s customer is habituated with the sales promotion activities. So without such activities it has become difficult for companies to achieve their target. The term sales promotion refers to many kind of selling incentives and techniques intended to product immediate and short term sales effect typical sales promotion include samples in pack premiums values pack refund and rebates sale promotion can be apply to across to broad range i.e from chewing gum to household and car The other defining characteristics of sale promotion are its short term or immediate.
For the present paper the researchers considers the household consumer for their primary survey as the products that they have taken into consider come under the FMCG. Major players of FMCG industry were:
Top 20 FMCG Companies in India
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India Ltd
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries Ltd.
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries Ltd.
11. Colgate-Palmolive (India) Ltd.
12. Gillette India Ltd.
13. Godfrey Phillips
14. Henkel Spic
15. Johnson & Johnson
16. Modi Revlon
18. Nirma Ltd
19. Amul India
20. Godrej Consumer Products Ltd
The Indian FMCG industry is crowded with numerous national regional and local players. To win the consumer heart and retain the market share the competition amongst the various players. The major companies ruling the Indian market in the category of FMCG items is HUL Amul, Nirma and many more Every day the Indian consumer who watch television and listen to the radio are thrown in front of a huge clutters of TV ads and commercials by these firm with the same intention and common purpose of convincing the customer that products is the best since India is a country where profiles of the also vary significantly with age demography income level etc in order to cater to need And demand of the different customer India many sales promotion schemes are highly successful as the market is the price sensitive as well as highly competitive even difference in few paisa can provoke the customer to switch to different brand the concept of brand loyalty an brand attachment takes a back seat in this situation. When the consumer feel that there are getting something extra, but at the same cost, they do not mind switching from one brand to other.
However even today there exist a class of customer who still consider quality and brand as the deciding factor but their number is comparatively less majority of consumer in India, till date consider price to be the most important and deciding factors in the purchase of FMCG goods Kumar And Das (2009) in their article “Impact Of Sales Promotion On Buyer Behavior-An Empirical study Of Indian Retail Customers “opined that today’s customer can greatly influence the manufacturer of the marketer regarding the size, quality, control of the product, price, post sales service, etc…. in the present study the author attempted to find out the impact of sales promotion on consumer buying behavior.
The study highlights consumer behavior and purchase decisions made during various sale promotion schemes after viewing advertisement and analyzes the effect of various marketing tactics used by different companies. It also investigates area like consistency of sale promotion schemes and availability of schemes along with the products to analyze their impact on the minds of the consumer. The study would prove to be helpful for the company in deciding schemes that attract consumer, their buying patterns, time period of the schemes availability by sale promotion, advertisement and other activity.
The objective of the study are:
1) To analyze effect of sale promotion and advertisement on the consumer buying behavior and purchase decision of FMCG product. 2) To analyze relationship between sale promotion and consumer buying behavior. 3) Consumer behavior when they FMCG product.
H0 :- Sale promotion of FMCG Product is not effect on Consumer Buying Behavior. H1 :- Sale promotion of FMCG Product effect on Consumer Buying Behavior.
A research design specifies that method and procedures for conducting a particular study. The researcher should specify the approach be intends to use with respect to the proposed study, broadly research can be grouped in to three categories.
1. Exploratory Research Design
2. Descriptive Research Design
3. Casual Research Design
1.Exploratory Research Design
An exploratory research design focuses on the discovery of ideas and is generally based on secondary data.
2. Descriptive Research Design
A descriptive study is undertaken when the researcher want to know the characteristics of certain group such as age, sex, income, education level etc.
3. Casual Study
A casual researcher is under taken when the researcher is interested knowing a cause and effect relationship between two or more variables. As pre my objective to know effect of Sale promotion on consumer buying behavior there are necessary to know their characteristics so that we make research to select Descriptive Research Design.
Source of Data
(1) Primary Data:-
The primary data are those data which are collected afresh and for the first time, and thus happened to be original. For this research the primary data are collected. (2) Secondary Data:-
The secondary data are those data which have already been collected by someone else and which have already passed through statistical process. Here we consider primary data fop research
Research instruments is the tool by which the researcher can do research on specific problems or objective. The most popular research instruments for collections data is “Questionnaire” for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre-testing of questionnaire, we seen the reaction of respondents and suggestions required to make change in research instrument.
Research instrument is the means by which we can observe the market station. In over project topic is Effect on Sale promotion on consumer buying behavior. So information of consumer buying behavior is taken by preparing the hard print of questioner for the collection primary data.
It refers to the question “How many people should be surveyed?”
It means “Who is to be surveyed”. Here target population is decided and it is who are interested to Purchase FMCG Product. Here we take sample unit as an Individual.
Method for choosing the representative respondents call for in this stage, i.e., how should the respondents is chosen? The sampling procedure indicates how the sample units are to be selected. We can used Simple Random Sampling Method for survey.
1) http://www.businessnewsthisweek.com/2009/11/top-20-fast-moving-consumer-goods-fmcg.html 2) Kumar Vishal And Das Gopal (2009)” Impact Of Sales Promotion On Buyer Behavior-An Empirical study Of Indian Retail Customers “ journal of management vol.3 no.1 pp11-24 3) Indian journal of marketing nov. 2012 vol 4 pp30-3