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INTRODUCTION
As we are approaching to the twenty first century the FMCG
product market is growing like a money plant in this world.
Notonly companies are gaining huge profit from these
productsources but these products are also one of the main
ingredients inour day today life. So the customer has to think and
decide on theproducts which he is going to purchase because of
the availability of the choices replicates variants in every section
of the products.
Meaning :
A type of good that is consume every day by the
average consumer. The goods that comprise in this category are
ones that need to be replaced frequently , compared to those
that are usable for extended periods of time. FMCG refers to
those retail goods that generally replaced or fully used up over a
short period of days,weeks or months & within one year.
÷ ÷
Durable good is a good that does not quickly wear
out , or more specifically , one that yields utility over time rather
than being completely consumed in one use.
÷
American marketing Association defines a brand
as, \a name, term, symbol or design or a combination of them
which is intended to identify the goods or services of one seller
and to differretiate them from those of the competitors.[
2)cBrand Image
3)cCreation of market
1.cA customer has an assurance of quality and consistency in
the product attributes being offered.
2.cCertain brands provide status and psychological satisfaction
to the consumers.
3.cThere is considerable saving oftimes and energy in shopping
for goods.
4.cRapid sales turnover assures fresh due to frequent
replacement of stock with the retalier.
Xe start with the defination of consumer Market. \A
consumer Market can be defined as all the individuals and
households who buys goods and sevices for personal
consumption can be said to be part of the concumer market.
Consumer Behavior is defined asW \All psyhcological,
social and physical of all potential consumers as they become
aware of, evaluate, purchase, consume and tell others about
products and services[
Philip kotler has rightly said ZMarket may be defined as a
relationship between consumer and producer occuring at a time
place and at a value mutually agreeable and acceptable to the
concerned parties[. It is the responsibility of the marketing
system to discover and serve the market demand. It provides the
vital link in connecting production (supply) and consumption that
will ensure a desired standard of living in an economy.
It is important for marketers of Indian firms also to understand
the Indian market and its characterstics so as enable them to
take crucial marketing decisions related to products, price,
promotion and distribution. This will help in matching company
products with consumer needs.
1.c Geography
2.c Population
3.c Urban-Rural composition
4.c Sex compositon
5.c Age fator
6.c Literacy level
7.cIncome level
8.cLinguistic diversity
9.cReligion
10.c Dress, food, habits and festival
India ranks seventh in the world in terms of size. There are
also various regions namely great mountain zone, Indo Gangetic
plain, the desert regions. Climate in terms of temperature is also
varied. Temperature in extreme north is low as compared to the
south and north regions.
India is one of the worlds highly populted countries.
Further, the distribution of the population is also unequally
divided amongst the states of India. Related to density of
population also there is diversity among the different
regions/states depending upon topography, climate and level of
economic development. Knowledge about the density of
population will help the marketing executives in developing
appropriate priorities and alternative marketing stratagies.
Xith increasing education, the role of women has undergone
significant changes. The profile of women has changed from tht
of a housewife to a working woman. Today, the urban housewif is
an active partner and plays a major role in the purchase
decisions. In India the sex composition in most the states
consists of more males than females except in Kerala where it is
the other way round. This knowledge of sex composition will help
the marketer to understand the market better and work out
strategies to design suitable promotional techniques for each
gender.
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