303
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
Volume-5, Issue-2, April-2015
International Journal of Engineering and Management Research
Page Number: 303-320
A Study on Consumer Behavior towards Selected FMCG
Pallavi G S1, Shashidhar S2
1,2
Assistant Professor, Department of Commerce, INDIA
ABSTRACT
Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in India touching everybody’s life every day. The consumer behaviour plays an important role in marketing of fast moving consumer goods.This behaviour is effected by various factors.In the present era of globalisation needs and wants of consumers changes with time.The fast moving consumer goods (FMCG) sector contributes a lot to the growth of India’s GDP.Therefore it is neccesary to identify the changes in consumer buying behaviour towards FMCG products. The study was focused on these three categories, what product portfolio both the companies have. The study moves around the comparison of both the companies, regarding their brand awareness. Also involves the consumption patterns of the consumers, the type of products they are using to determine their satisfaction levels. The data for this study has been collected through questionnaire distributed among 50 consumers in Mysuru district Karnataka and findings have been presented in tables & graphs. HUL & P&G are the two leading FMCG Brands considered for the study.
Key words: Consumer Behaviour, Factors influencing, Fast Moving Consumer Goods HUL & P& G Brands.
I.
INTRODUCTION
The study of consumer helps firms and organization improve their marketing strategies by understanding the psychology of consumers, how they think, feel, reason, and select between different alternatives (e.g., brands, products ; the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media).The “consumer” includes
both personal consumers and business/industrial/organizational consumers.
Fast moving Consumer Goods (FMCG) goods are popularly named as consumer package goods. Items in this category include all consumables (other than groceries/pulses) that people buy at regular intervals. The most common in this list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to certain electronic goods.
These items are meant for daily use of frequent consumption and have a high return. The sector is divided into two distinct segments-
• The premium segment catering mostly to the urban upper middle class and the popular segment with prices as low as 40% of the premium segment.
• The rapidly growing economy, increasing per-capita incomes, and rising trend of urbanization, the FMCG market in India is expected to further expand to Rs 180000 corer by 2015.
FMCG products are relatively small, they generally sell in large quantities, so the cumulative profits on such products can be large.
II.
FAST MOVING CONSUMER
GOODS
304
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
III.
THE FMCG INDUSTRY
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry.
Products belonging to the FMCG segment generally have the following characteristics:
They are used at least once a month They are used directly by the end-consumer They are non-durable
They are sold in packaged form They are branded
IV.
INDUSTRY SEGMENTS
The main segments of the FMCG sector are: Personal Care: oral care; hair care; skin care; personal wash (soaps); cosmetics and toiletries; deodorants; perfumes; paper products (tissues, diapers, sanitary); shoe care.Household Care: fabric wash (laundry soaps and synthetic detergents); household cleaners (dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellants, metal polish and furniture polish). Branded and Packaged Food and Beverages: health beverages; soft drinks; staples/cereals; bakery products (biscuits, bread, cakes); snack food; chocolates; ice cream; tea; coffee; processed fruits, vegetables and meat; dairy products; bottled water; branded flour; branded rice; branded sugar; juices etc.
Spirits and Tobacco: An exact product-wise sales break up for each of the items is Difficult
V.
THE TOP 10 COMPANIES IN
FMCG SECTOR
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company) 3. Nestlé India
4. GCMMF (AMUL) 5. Dabur India 6. Asian Paints (India) 7. Cadbury India 8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care 10. Marico Industries
are the leaders in their respective sectors. The personal care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HUL brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in India.
The foods category in FMCG is gaining popularity with a swing of launches by HUL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HUL, ready to eat rice by HUL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, India's largest foods company has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series of products at various prices.
In the household care category (like mosquito repellents), Godrej and Reckitt are two players. Good knight from Godrej, is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs 149crore. In the shampoo category, HUL's Clinic and Sunsilk make it to the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is nearly double the size of Sunsilk.
305
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
Cadbury India is the market leader in thechocolate confectionery market with a 70% market share and is ranked number two in the total food drinks market. Its popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer products and services in the Global Beauty and Wellness space.
Hindustan Unilever Limited
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home &Personal Care Products and Foods & Beverages. They endow the company with a scale of combined volumes of about 4 million tones and sales of nearly Rs.13718 crores. HUL is also one of the country's largest exporters; it has been recognized as a Golden Super Star Trading House by the Government of India.
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are household names across the country and span many categories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured over 37 factories across India. The operations involve over 2,000 suppliers and associates. HUL's distribution network comprises of about 2,500 redistribution stockiest, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers.
Procter & Gamble Co. (P&G
Procter & Gamble Co. (P&G) is an American company based in Cincinnati, Ohio that manufactures a wide range of consumer goods. In India Proctor & Gamble have two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd. P&G Hygiene and Health Care Limited are one of India's fastest growing Fast Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores. It has in its portfolio famous brands like Vicks & Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair Care segment. It has in its kitty global brands such as Ariel and Tide in the Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair Care segment.
VI.
METHODOLOGY
This study is based on descriptive research. Data collected from both primary & secondary sources where primary data is collected through self administered questionnaire among 50 consumers in the urban Mysuru and secondary data is collected from various texts, journals & websites.
Stratified random sampling has been adopted to collect the data through questionnaire.
The present study targets Mysore city consumers, understanding their behavior helps to identify the taste and
preferences, influence of brand in their purchase decision etc.
VII.
OBJECTIVES OF THE
STUDY
• To study the product attributes influencing the buying behaviour of HUL & P& G Products. • To assess other factors influencing the consumer
in purchasing a particular FMCG product.
• Comparative analysis of two FMCG giants (HUL & P& G) focusing upon the brand awareness of the consumers.
VIII.
PRIOR APPROACH
Anuj Thapa (2012) studied about consumer switching behavior with regard to shampoo brands and found that the impact of packing, price rise in current brand, scheme of brands, impact of advertisement etc are the reasons of switching behavior of shampoo consumers.Sukato and Elsey (2009) examined the phenomena of male consumer behaviour in buying skin care products in Thailand. In order to cope with the research purpose, Fishbein and Ajzen‟s theory of reasoned action model is employed as a theoretical framework and modified by adding the self-image construct. The results of the study confirm that beliefs, self-image, normative influences, and attitudes have impacts on purchase intention and purchase behaviour in buying skin care products among Bangkok male consumers and therefore, the modified theory of reasoned action is appropriate to explain male consumer behaviour in the purchase of specific cosmetic product in the Thai setting.
Vani, et al. (2010) examined consumer behaviour in Bangalore city regarding toothpaste bands and found that consumer awareness of toothpaste is less in Bangalore city. Oral care market offers huge potential as penetration and per capita consumption of oral care product is very low in India. Further, the study found that brand image, advertising and offer play an important role in purchasing toothpaste, sometimes based on the offer the consumer compare with competitor product and select the best one. Product attribute also analyzed by the consumer for deciding a brand. Switching of one product to other company product is mainly based on advertisement, brand name, packaging availability and price rise.
306
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
executives‟ representation of rurality, product adaptationdegree also increased.
Jayswal and Shah (2012) analyzed the effect of some selected FMCG product‟s television advertisements with commonly used negative emotional appeals on cognitive message processing style of Indian house wives. The study revealing different effect of different advertisement with negative emotional appeals derived that advertising creative aspect has considered most important and it has been truly said that “what you say is equally important to how you say.” Through varied hypothesis developed by the researcher, the findings is
negative emotional advertising appeal makes the cognitive response positive, helps to form positive attitude and this increases the customer intention to buy the brand. The different advertising themes have difference in their effect on individual perception.
IX.
DATA ANALYSIS &
INTERPRETATION
Gender wise classification of respondents
Education qualification wise classification of Respondents
42% 44% 46% 48% 50% 52% 54% 56%
Male Female
307
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
Age wise classification of Respondents
Age categories
Number of Respondents
percentage
20 to 30
40
80%
30 to 40
5
10%
40 to 50
2
4%
50 and above
3
6%
Total
50
100%
10% 6%
74% 10%
Education qualification of Respondents
less than Matriculation Graduation
Post graduation Professional course
80% 10%
4% 6%
0 10 20 30 40 50 60 70 80 90
20 to 30 30 to 40 40 to 50 50 and above
308
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
Monthly income of respondents
Occupation wise classification of Respondents
Occupation
Number of Respondents Percentage
Professional
6
12%
Home Maker
6
12%
Employed
33
66%
Others
5
10%
total
50
100%
Awareness about FMCG products ( Influencing Factor)
Awareness
Number of Respondents Percentage
Advertisement
36
72%
Neighbour
3
6%
Friends
6
12%
Other factors
5
10%
Total
50
100%
20%
28%
18%
34%
0 5 10 15 20 25 30 35 40
5,001 to 10,000 10,001 to 15,000 15,001 to 20,000 20,001 and above
309
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
Brand of FMCG products preferred by the Respondents
Purchase of FMCG products frequently
Preference for shopping for purchasing FMCG products.
Number of Respondents
Percentage
Supermarket
25
50%
Traditional shop
15
30%
Mall
7
14%
E-shopping
3
6%
Total
50
100%
0 10 20 30 40 50 60 70
Hindustan Unilever P rocter & gamble Nivea Others
64% 12%
14% 10%
Brand of FMCG products prefered
22%
38%
28%
12%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Daily Once in a month Once in a week Very rare
310
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
Ranking of HUL and P & G FMCG products
14.1 Ranking of HUL products
Products
Excellent %
Good
%
Average %
Poor %
Total
Tooth paste
15
30% 19
38% 15
30% 1
2%
50
Soap
10
20% 24
48% 13
26% 3
6%
50
Fairness cream
10
20% 15
30% 25
50% 1
2%
50
Hair oil
10
20% 17
34% 20
40% 5
10% 50
Shampoo
5
10% 21
42% 20
40% 4
8%
50
50% 30%
14% 6%
Preference for Purchasing FMCG products
Supermarket Traditional shop Mall
E-shopping
30%
20% 20% 20%
10% 38%
48%
30% 34%
42%
30%
26%
50%
40% 40%
2% 6% 2%
10% 8%
0% 10% 20% 30% 40% 50% 60%
Tooth paste Soap Fairness cream Hair oil Shampoo
P e r c e n t a g e
Ranking of HUL products
311
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
14.2 Ranking of P & G FMCG products
Products
Excellent
%
Good
%
Average
%
Poor %
Total
Tooth paste
11
22%
20
40%
19
38%
0
0
50
Soap
10
20%
17
34%
18
36%
5
10%
50
Fairness cream
8
16%
26
40%
16
32%
0
0
50
Hair oil
5
10%
19
34%
17
34%
3
6%
50
Shampoo
10
20%
16
32%
15
30%
9
12%
50
Factor influencing to purchase a product
1. Tooth paste (HUL)
Attributes Price %
Quality %
Packaging %
Availability %
Influenced
by others
%
Pepsodent
9
18%
16
32%
6
12%
7
14%
0
0%
Close up
6
12%
10
20%
3
6%
6
12%
0
0%
Synsodyne 2
4%
20
40%
2
4%
1
2%
0
0%
Colgate
8
16%
30
60%
5
10%
10
20%
0
0%
Anchor
3
6%
24
48%
1
2%
1
2%
1
2%
Total
50
100%
50
100%
50
100%
50
100%
50
100%
22% 20%
16%
10%
20% 40%
34%
40%
34% 32%
38% 36%
32% 34% 30%
0
10%
0 6%
12%
0% 10% 20% 30% 40% 50%
Tooth paste Soap Fairness cream Hair oil Shampoo
P e r c e n t a g e
Ranking of P &G products
312
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
2.Soap
Attribute
s
Pric
e
%
Qualit
y
%
Packagin
g
%
Availabilit
y
%
Influenc
e by
others
%
Pears
5
10%
7
14%
4
8%
3
6%
12
24%
Hamam
3
6%
6
12%
2
4%
1
2%
0
0%
Rexona
3
6%
4
8%
2
4%
1
2%
0
0%
Dove
5
10%
3
6%
7
14%
3
6%
3
6%
Liril
6
12%
6
12%
4
8%
2
4%
1
2%
Total
50
100
%
50
100
%
50
100
%
50
100
%
50
100
%
18%
32%
12% 14%
0 12%
20%
6%
12%
0 4%
40%
4 2%
0 16%
60%
10%
20%
0 %
48%
2% 2% 2%
0 10 20 30 40 50 60 70
pepsodent close up synsodyne colgate anchor
Tooth paste
Price quality packaging availability
313
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
3. Fairness cream
Attribute
s
Pric
e
%
Qualit
y
%
Packagin
g
%
Availabil
ity
%
Influenc
e by
others
%
Fair &
lovely
7
14%
11
22%
3
6%
5
10%
1
2%
Pond’s
age
miracle
7
14%
9
18%
13
26%
2
4%
2
4%
Olay
natural
white
3
6%
2
4%
5
10%
3
6%
5
10%
Fair &
handsome
5
10%
9
18%
1
2%
3
6%
2
4%
Vival
3
6%
7
14%
2
4%
2
4%
1
2%
Total
50
100% 50
100% 50
100% 50
100% 50
100%
10%
6% 6%
10%
2% 14%
12%
8%
6%
12% 8%
4% 4%
14%
8% 6%
2% 2%
6%
4% 24%
0% 0%
6%
2% 0
5 10 15 20 25 30
Pears Hamam Rexona Dove Liril
Soap
price quality pacakging availability
314
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
4. Hair oil
Attribut
es
Pric
e
%
Qualit
y
%
Packagin
g
%
Availabili
ty
%
Influence
by others
%
Ayush
2
4%
3
6%
2
4%
1
2%
1
2%
Vatika
3
6%
7
14%
9
18%
2
4%
1
2%
Prachute 12
24
13
26%
4
8%
5
10%
2
4%
Dove
5
10%
2
4%
3
6%
1
2%
1
2%
Nihal
2
4%
2
4%
1
2%
1
2%
1
2%
Total
50
100% 50
100%
50
100% 50
100% 50
100%
14%
22%
6% 10%
2% 14%
18%
26%
4% 4%
6%10% 4% 10% 6% 10%
18%
2%
6% 4%
6%
14%
4% 4% 2%
0% 5% 10% 15% 20% 25% 30%
Price Quality Packaging Availability Influence by
others
Fairness cream
Fair & lovely Pond’s age miracle Olay natural white Fair & handsome Vival
4% 6%
24%
10%
4% 6
14%
26%
4% 4%
4%
18%
8%
6%
2
2 4%
10%
2 %
% 2% 4% % 2%
0 5 10 15 20 25 30
Ayush Vatika Prachute Dove Nihal
Haire oil
price quality packaging availability
315
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
5. Shampoo
Attributes
Price %
Quality %
Packaging %
Availability %
Influence
by others
%
Clinic plus
7
14%
12
24%
3
6%
2
4%
3
6%
Dove
6
12%
3
6%
5
10%
3
6%
1
2%
Sunslik
2
4%
3
6%
2
4%
3
6%
0
0%
Lux
3
6%
7
14%
2
4%
3
6%
0
0%
TRESemme 3
6%
4
8%
3
6%
1
2%
2
4%
Total
50
100% 50
100% 50
100% 50
100% 50
100%
P & G Products:
1. Tooth paste
Attributes Price %
Quality %
Packaging %
Availability %
Influence
by others
%
Oral B
2
4%
3
6%
1
2%
1
2%
1
2%
Colgate
7
14%
13
26%
4
8%
2
4%
1
2%
Be
adventures
3
6%
5
10%
3
6%
3
6%
0
0%
Pepsodent
3
6%
10
2%
3
6%
2
4%
0
0%
Crest
pro-health
5
10%
3
6%
2
4%
2
4%
1
2%
Total
50
100% 50
100% 50
100% 50
100% 50
100%
14%
24%
6%
4% 6%
12%
6
10%
6%
2%
4% 6% 4%
2%
0 6%
14%
4% 6%
%0
% 8% 6%
2% 4%
0 5 10 15 20 25 30
Clinic plus Dove Sunslik Lux TRESemme
Shampoo
316
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
2.Soap
Attributes Price %
Quality %
Packaging %
Availability %
Influence
by others
%
Pears
5
10%
4
8%
5
10%
2
4%
6
12%
Lux
3
6%
3
6%
2
4%
1
2%
1
2%
Dettol
5
10%
11
22%
3
6%
2
4%
2
4%
Yardley
1
2%
2
4%
1
2%
0
0%
0
0%
Safe guard 2
4%
0
0%
1
2%
0
0%
0
0%
Total
50
100% 50
100% 50
100% 5
100% 50
100%
4%
14%
6% 6%
10% 6%
26%
10%
2%
6% 2%
8%
6% 6%
4%
2% 4%
6%
4% 4%
2% 2%
0% 0% 2%
0% 5% 10% 15% 20% 25% 30%
oral B colgate Be adventures Pepsodent Crest pro-health
Tooth paste
price quality packaging availability
influence by others
10%
6
10%
2% 4%
8%
%
22%
4%
0% 10%
4% 6%
2% 2%
4%
2 4%
0 0
12%
% 4%
% 0%
0 5 10 15 20 25
Pears Lux Dettol Yardley Safe guard
Soap
317
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
3. Fairness cream
Attributes
Price %
Quality %
Packaging %
Availability %
Influence
by others
%
Fair menz
2
4%
6
12%
2
4%
1
2%
0
0%
Vicco
turmeric
7
14%
11
22%
3
6%
1
2%
1
2%
Fem fair
cream
2
4%
3
6%
2
4%
1
2%
0
0%
Biotique
3
6%
6
12%
2
4%
1
2%
3
6%
Nafia
0
0%
0
0%
0
0%
0
0%
0
0%
Total
50
100% 50
100% 50
100% 50
100% 50
100%
4. Hair oil
Attribute
s
Pric
e
%
Qualit
y
%
Packagin
g
%
Availabilit
y
%
Influenc
e by
others
%
Navaratna
oil
2
4%
2
4%
1
2%
1
2%
1
2%
Johnson’s
baby oil
2
4%
1
2%
1
2%
1
2%
0
0%
Amla oil
1
2%
1
2%
2
4%
1
2%
0
0%
Olay oil
3
6%
2
4%
1
2%
1
2%
1
2%
Castor oil
3
6%
7
14%
1
2%
1
2%
1
2%
Total
50
100
%
50
100
%
50
100
%
50
100
%
50
100
%
4%
14%
4% 6%
0% 12%
22%
6%
12%
0
4% 6% 4% 4%
0%
2% 2 2 2%
0
0% 2% 0%
6%
0% 0
5 10 15 20 25
Fair menz Vicco turmeric Fem fair cream Biotique Nafia
Fairness cream
price quality packaging availability
318
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
5. Shampoo
Attribute
s
Pric
e
%
Qualit
y
%
Packagin
g
%
Availabilit
y
%
Influenc
e by
others
%
Pantene
3
6%
6
12%
3
6%
1
2%
1
2%
Garnier
fruits
2
4%
3
65%
1
2%
1
2%
1
2%
Olay
1
2%
0
0%
1
2%
0
0%
1
2%
Rejoice
2
4%
2
4%
1
2%
1
2%
0
0%
Head &
shoulder
3
6%
6
12%
5
10%
1
2%
1
2%
Total
50
100
%
50
100
%
50
100
%
50
100
%
50
100
%
14% 14%
6%
10%
6% 22%
18%
4%
18%
14%
6%
26%
10%
24%
4 10%
4 6% 6% 4%
2% 4%
10%
4%
2% 0
5 10 15 20 25 30
Navaratna oil Johnson’s baby oil Amla oil Olay oil Castor oil
Hair oil
price quality packaging availability
319
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
X.
CONCLUSION
In the survey, almost 40% of the respondents replied in favor of Ponds but it is followed by P&G’s Vicco turmeric which is approximately 22% which is preferred for quality. In the oral care segment Hindustan Unilever Limited’s Pepsodent is the clear winner, Pepsodent has a very huge brand recall, people have started using Pepsodent. Another major finding is that a lot of people now use Colgate Toothpaste, and Pepsodent Toothpaste which are out of the brand basket of both Procter and Gamble and Hindustan Unilever limited. The most influencing factor that affects the buying decision of the consumers is still the price, followed by quality and then easy availability. People still consider price as the most important factor, during the price war between the two companies Tide emerged as a leader because of its low price.
Another finding is that most of the consumers still want to go to traditional shop for purchasing household consumables supermarket is the least preferred by the consumers. After analyzing the purchase pattern of the consumers we find that 38% of the respondents said that they would like to shop for household consumables once in a month basis. As they find it convenient to shop in this
manner. 72% of consumers get to know about FMCG products through Advertisement. In the oral care Procter and Gamble has Oral B, it is positioned as a very premium brand and also and medicated product. So there is a need to change the positioning to reap greater benefits. More needs to be spent on the advertising of the product and on the below the line advertising. In the Skin Care segment both the companies are giving competition to each other. After Procter and Gamble introduced Olay in India with their anti-ageing formula Hindustan Unilever limited came up with anti-ageing formula with Ponds. Both are giving neck-to-neck competition to each other.
The study was on the Comparative analysis of two FMCG giants focusing upon the brand awareness of the consumers. A comparative study was done by taking the two leading FMCG companies working in India. The two companies are Hindustan Unilever Limited and Procter & Gamble. Both these companies are in competition with each other. Both the company’s focus is on their advertising.
The companies have a wide portfolio of products. Consumer goods are those goods that are used widely by the consumers in their day to day life. So a major task is to make these products available to the consumers. Hindustan Unilever Limited is the number one company in India in
6%
4% 2% 4% 6%
12%
65%
0%
4%
12% 6%
2% 2% 2%
10%
2%2% 2%2% 0%2% 2%0% 2%2%
0% 10% 20% 30% 40% 50% 60% 70%
Pantene Garnier fruits Olay Rejoice Head & shoulder
PER
CEN
TA
G
E
SHAMPOO
SHAMPOO
320
Copyright © 2011-15. Vandana Publications. All Rights Reserved.
FMCG category. It has a presence in skin care, hair careand oral care. Same goes for Procter & Gamble it also present in all the above categories.
REFERENCES
[1] Bhatt, Rajeshwari G. &Jaiswal, M. C. (1986), “A study of an advertising impact and consumer reaction”, Indian Journal of Marketing, Vol.18, pp. 9-16.
[2] Desai, K. K. and Keller, K. L., (2002), The Effects of Ingredient Branding Strategies on Host Brand Extendibility, Journal of Marketing, 66, pp 73-93
[3] Kotler, P. and Pfoertsch, W., (2006), B2B Brand Management, Springer
