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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.

Now a days customer has a wide variety of choice while

selectingFMCG, producer has to innovate additional values to the
product that the product continues it presence in the market.
Different factor governing the customer based on different
product category like milk products, beverages, prepared
dishes,Chocolates & Confectionaries, personal care,c
fabric care etc.

This minor project consist of the response of different age

grouprespondents who specifies their predetermined factors
which drives them while purchasingThe factors which drive them
to buy the products are as under,Price, Availability, Brand name,
Quantity, Quality, Packing,advertisement.

Through this we can understand that the customers in the

currentscenario not only purchase the product based on the one
qualitythat it contains. But they carefully analyze it and then go
for thepurchase. So knowing the customers attitude is important
andwhat are the factors they considered when purchasing a
So by this project we can come to know the effect of branding on
consumer while purchasing a FMCG product & Durable goods.
˜ ˜

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.


!c From the customers perspective :
a)cFrequent purchase.
b)cLow in investment(price).
c)cLow in involvement.(Little or no effort to choose the item).

!c From the marketers angle :

a)High volume.
b)Low margin.
c)Extensive distribution network.
d)High Stock turnover.

÷ ÷
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.[


1.cIt helps in product identification and gives distinctive to a
2.cIndirectly , it denotes quality or standard of product.
3.cIt estimates imitation.
4.cIt helps in advertising and packaging activities.
5.cIt helps in price differretiation of a product.
6.cIt facilitates in making a choice.
7.cIt helps in create and sustain brand loyalty to a particular
8.cIt is essential for competition, because without a means for
identification,there is no way of making choice.


1)c Product differentiation

Product differentiation by branding enables the

manufacturers to establish his own price and eliminate
price competition to some extent.

2)cBrand Image

The seller can build up a bright image of his product

around the brand. A brand image id built up through the
years by quality of products produced, services offered
and the companys reputation, policies and marketing

3)cCreation of market

Ever increasing competition leads to branding of

product by a manufacturer to face competition and create
exclusive market for the product.

4)cAdvertisement and publicity

Branding helps advertising, display and sales

promotion, branding and packing go hand to hand.
5)cBrand Prefernce
Branding not only gives separate identiy and easy
recognition to the product. But it also creates special brand
preference and brand loyalty.
6)cBrand patronage
Branding helps advertising, display and sales
promtion, branding and packaging go hand to hand.

7)cExpanding the product mix

Many successful multi product firms today began with

the single product whose success created on umbrella
which additional product could be launched with the less

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
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.


About 80% of Indias population is rural whereas 20% is
urban. However, post interpendence period has seen a gradual
shift of people towards urbanization. During the period, the
urban population increased almost four times whereas rural
population could only double itslef. This rate of increase in urban
population has been more pronounced in the states of Gujurat
and maharastra mainly. This shift towards urbanization is mainly
due to seeking of better job prospects, higher income and
consequently better standard of living.
This urban-rural feature will have a bearing on the
consumption pattern of the consumers.


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