“CONSUMER

BEHAVIOR
TOWARDS FMCG
PRODUCT”

PREPARED BY
NITIN AGARWAL
ROLL NO:-17(BU)
 Introduction
Consumer behavior is the behavior that consumers display
in searching for purchasing, using evaluating and
disposing of product and services that they expect will
satisfy their needs..

Consumer behavior focus on how individual consumer

and families or households make decisions to spend their
available resources on consumption related items.
 TYPE OF CONSUMER

• Personal consumer

• Organizational consumer
FACTOR AFFECTING CONSUMER
BEHAVIOR
 Cultural factor

 Social factor

 Personal factor

 Psychological factor
 CULTURAL FACTOR

• culture

• Subculture

• Social class
 SOCIAL FACTOR

• Reference group

• Family

• Role & status

 PERSONAL FACTOR
•Age

•Occupation

•Life style

•Personality & self concept

•Economic situation
 PSYCHOLOGICAL FACTOR
• Motivation

• Perception

• Learning

• Belief & attitudes

RESEARCH METHODOLOGY
 Type of Research:-
 Descriptive research

 Research design
 Rigid

 Sources of Data:-
 Primary Data Sources-
Survey(Interview,Schedule).
 INSTRUMENTS-

•Interview
•Observation

Sampling plan-
•Sample size- 10.
•Sampling area- Himalaya mall(Big bazaar)
 OBSERVTIONS

PRODUCTS
BODY TOOTH SHAMPOO HAIR OIL
LOTION PASTE
F
PRICE 1 2 1 1
A
C BRAND 3 4 4 5
T LOYALITY
E TASTE & 1 1 2 1
R PREFERENCE
S S
SCHEM & 3 2 1 1
DISCOUNT
INNOVATOR 2 1 2 2
 DATA INTERPRETATION

Sales

10%
20%
PRICE
BRAND LOYALITY
T&P
30%
INNOVATOR
SCHEME & DISCOUNT
30%

10%

BODY LOTION
DATA INTERPRETATION

Sales

10%
20%
PRICE
BRAND LOYALITY
20%
T&P
INNOVATOR
SCHEME & DISCOUNT

10%
40%

TOOTH PASTE
DATA INTERPRETATION

Sales

10%
20%
PRICE
BRAND LOYALITY
T&P
10% INNOVATOR
SCHEME & DISCOUNT
40%

20%

SHAMPOO
DATA INTERPRETATION

Sales

10%
20%
PRICE
BRAND LOYALITY
T&P
INNOVATOR
10%
SCHEME &
DISCOUNT

10% 50%

HAIR OIL