Professional Documents
Culture Documents
||Volume||2||Issue||8||Pages|| 1168-1182||2014||
Website: www.ijsrm.in ISSN (e): 2321-3418
Introduction
Page 1168
making process.
every day.
III:
brands
of
year.
associated
and
achieving
resources
manufacturers,
It
logistics
high
level
includes
suppliers,
service
providers,
industry.
POS
rates.
II:
Advertising
and
promotions,
Page 1169
always
dip,
IV:
shaving
products and detergents, as well as other nondurables such as glassware, bulbs, batteries, paper
products and plastic goods. FMCG may also
include pharmaceuticals, consumer electronics,
packaged food products and drinks, although these
are often categorized separately.
Three of the largest and best known examples of
Fast Moving Consumer Goods companies are
Nestl, Unilever and Procter & Gamble. Examples
of FMCGs are soft drinks, tissue paper, and
chocolate bars. Examples of FMCG brands are
Coca-Cola, Kleenex, Pepsi and Believe
Toiletries, Beauty Products, Home Cosmetics,
Packaged
Food,
Soft
Drinks
Household
electronic
products
mainly
due
to
technology changes.
they
generally
satisfy
rather
because
Brown
goods.
volumes.
Major Players in this sector include Hindustan
Unilever Ltd., ITC (Indian Tobacco Company),
and Nestl India, GCMMF (AMUL), Dabur India,
Page 1170
Distribution
Network:
Given
the
industry
able to
network,
and
the
problems
of
gives
them
significant
product
time
manufacturing
Large
development
outsourcing
and
their
route
Unorganized
has
creating
production
grown
Sector:
in
The
study of consumer
Behaviour and
Buying
V:
VI:
Behaviour
achieve
market,
sales growth.
in
this
competitive
Factors affecting
Consume r Buying
Page 1171
goods.
out:
Page 1172
on assumptions about
consumer behaviour.
(d) Condition
(ii) Marketing Segmentation
(e) Identify product related needs
(I) Product
(j) Price
(k) Distribution
(l) Communication
(m) Service
(q) Purchase
(r) Use
(s) Evaluation
(v) Outcomes
(u) Sales
process
Market analysis requires an understanding of the
4-Cs which are consumer, conditions, competitor
VII : Marketing
Strategy
and
Consume r
Behaviour
(a) Consumer
(b) Company
(c) Competition
Dr.Vibhuti, IJSRM volume 2 issue 8 August 2014 [www.ijsrm.in]
Page 1173
marketing strategies.
be made.
cars.
(b)
Characteristics
Demographic
and
Psychographic
Page 1174
(e) Service
accordingly.
(iii)Marketing Strategy
(a) Product
decision to purchase.
some value.
(b) Price
direct
consumer.
and
the consumer.
selling.
They
provide,
time,
place
(d) Promotion
Promotion is the means of changing the attitudes
Page 1175
The
has
sociology,
discipline
of
consumer
social
behavior
psychology,
cultural
sub-cultures
and
helps
compare
and cultures.
consumer
consumption
of
make decisions to
and
understanding
of
related
personality
needs
get maximum
characteristics
consumer behavior.
marketing
research
to
identify
unsatisfied
that
consumers
were
highly
complex
as
Page 1176
IX:
Applications of Consumer
Behaviour
in Marketing
(i) Analyzing
market
opportunity:
two
washes.
This
finding
led
(iii)Marketing
mix
decisions :
unsatisfied
needs
operating
identified,
the
in
the
marketplace,
and
Once
wants
marketer
has
are
to
perplexing questions.
needs for
Product:
The
marketer designs
the
unfulfilled
machine,
mixer
grinder,
vacuum
needs
of
wants.
Further
Mosquito
also
repellents
have
been
Page 1177
advertising.
competition?
sensitive
and
Is
the
consumer
would
price
The
pharmaceutical
industry
lower price
are
furnished
by consumer behavior
when Eureka
Page 1178
factor.
not- for-profit
important factor.
organizations
to
make
their
important factors.
institutions.
X:
FINDINGS
Subsequent to the objective analysis of the data
wider choice.
3.
Page 1179
factor.
REFERENCES
surprisingly
1.Consumer
internet
and
Hoardings
were
Behaviour ,LeonG.Schiffman
&
XI:
India,pp.159-84
Supermarket
Chancellor, USA.
to
4.
build
and
maintain
relationships
with
Evolution
in
India,
Baumgartner,H.,(2002),
Vice
Towards
Consumer Research,Vol.29,pp.286-292
Retailing
Reporter,Vol5(1),pp.325-334
Procurement
Segmentation and
supply
chain,
innovative
products
and
on
the
Traditional
Networks
and
Retailers
in
Changing
Page 1180