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2041 www.ijifr.com
Copyright © IJIFR 2015
Research Paper
International Journal of Informative & Futuristic Research ISSN (Online): 2347-1697
Volume 2 Issue 7 March 2015
Abstract
The aim of this research work is to study the consumers’ attitude towards Non Alcoholic Beverages. The data for the study has been collected by performing face-to-face interview with the respondents with the help of questionnaire. This study collects data from 400 consumers across Delhi NCR. This study is started with objectives of examining socio-economic background of respondents, analyzing the factors influencing consumer preferences towards selected FMCG products that is Non- Alcoholic Beverages, checking the level of satisfaction of consumers and knowing expectation of the consumers. This study reveals that consumer preferences are largely affected by age, sex, place, product, price, availability, psychological, people and brand influences.
1. Introduction
FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals
with the production, distribution and marketing of consumer packaged goods. These are products
that have a quick turnover, and relatively low cost. Consumers generally put less thought into the
purchase of FMCG than they do for other products. Though the absolute profit made on FMCG
Consumer Behaviour towards selected
FMCG (Fast Moving Consumer Goods)
in Delhi NCR Paper ID IJIFR/ V2/ E7/ 027 Page No. 2041-2048 Subject Area Commerce
Key Words Fast Moving Consumer Products (FMCG), Non Alcoholic Beverages, Socio-
Economic Profile Of Consumer, Factors Influencing Consumer Satisfaction,
Consumer Expectations.
M. Shehbaz Qasim 1
Research Scholar Department of Management Shri Venkateshwara University Gajraula, Uttar Pradesh
Swati Agarwal 2
Director Research Department of Education Shri Venkateshwara University Gajraula, Uttar Pradesh
2042
ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
products is relatively small, they generally sell in large numbers and so the cumulative profit on
such products can be large. Some of the prime activities of FMCG industry are selling, marketing,
financing, purchasing, etc. The industry also engaged in operations, supply chain, production and
general management. The Indian FMCG sector is the fourth largest sector in the economy with a
total market size in excess of US$ 44 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 competitive advantage. The Indian consumers
today are unique in the sense of being value sensitive and are not much price sensitive, as earlier. If
they feel that a particular product offers them more value, they will buy it even if the price is high.
The Indian consumers also follow strictly, their culture, tradition and values, as a result of which
foreign companies are forced to give an Indian touch to their products in order to succeed in India..
2. Objectives of the study
I. To examine consumers‟ preference towards various non-alcoholic beverages.
II. To analyse motives of different age group for selection of non-alcoholic beverages.
3. Need of the study
The FMCG sector shows tremendous growth last few years. Compare to other sectors investors
prefer to make their investment in this sector only. However there is high growth tendency for
FMCG sector it faces some difficulties in achieving their destination. Hence the purpose of this
study is to identify the force that influence on consumer shopping pattern particularly in Delhi
NCR. Because Delhi NCR referred as the heart of Indian where most of the industry people living
that why selected the FMCG product study.
4. Scope and Limitations of the study
I. Scope Of The Study
The present study target of DELHI -NCR consumers, understanding their behaviour helps to
identify the preference. This study would help to explore the consumption patterns, purchasing
behaviour and motives for selection of non-alcoholic beverages brand in their purchase decision etc
on the purchase of particular FMCG product. The insight will help the manufactures to adopt new
strategies which would help not only to attract new customer but also the maintain the loyalty of the
existing customer, as in the present competitive scenario the consumer are prepared to choose their
right product not only based on their needs but also on the basic of personal interest shown by the
manufactures on them.
II. Limitations
a) The research concentrates with only few FMCG non-alcoholic beverages like cold drinks,
nutritional drinks, juices and milk.
b) Since the study is conducted with the help of the primary data, the results are subject to
respondents‟ biased information due to socio economic background.
5. Review of Literature
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods.
Items in this category include all consumables (other than groceries/pulses) that people buy at
2043
ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
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 FMCG sector in India has played a vital role in the growth and development of the
country, from making efforts to reach out to the poorer section of consumers through distribution of
smaller pack sizes, innovations like single use sachets, to developing innovative products to cater to
regional or local taste and the needs of niche consumers. There are many significant contributions –
both direct and indirect that the industry has on the Indian economy The Indian FMCG industry,
with an estimated market size of ~`2 trillion, accounts for the fourth largest sector in India.
This study presents a review of the literature, in the field of consumer behaviour towards FMCG
products. There is marvellous complication in consumer behaviour. There may be several aspects
both rational and emotional that may act mutually in influencing the purchase decision. Deva
prasana (2013 showed) importance of packaging design as a vehicle for communication and
branding is growing in competitive markets for packaged FMCG products. This research utilized
afocus group methodology to understand consumer behaviour towards such products. C.
Muthuvelayutham (2012) in his study showed that among the variables age, education level and
gender have the most significant impact on consumer‟s brand loyalty. SURESH BHAGWAT
(2011) in their “focuses on empowering the rural consumer with the latest trends and technology
and teaches them ways to improve their standard of living.. NUNTASAREE SUKAT (2009) in this
article “A model of male consumer behaviour in buying skin care products in Thai- land” showed
male consumer behaviour”.
Advertising is more than a tool for selling foods and services. . More over depending on a person‟s
age consumers view brands differently and thus have an effect on International brand alone, but also
in combination with International Advertising and International sponsorship together these factors
influence the way in which a brand is perceived and consequently influence consumers preferences
David H. Silvera, Austad B (2008) in their research topic have examined whether consumers infer
that celebrity endorsers products and presents a model using these inferences and other
characteristics of the endorser to predict attitudes toward the endorsed product. The resulting model
indicated that product attitudes were predicted by inferences about the endorser's liking for the
product and by attitudes toward the endorser. Most of the soft drinks juices are endorsed by
celebrities. The total soft drink (carbonated beverages and juices) market is estimated at 284 million
crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from
25 million crates per month during peak season to 15 million during off-season. The market is
predominantly urban with 25 per cent contribution from rural areas.
Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65
million crates ($50 million) . On an average, the monthly consumption is estimated at 4.9 million
crates, which increases to 5.2 million during peak season. The importance of market research and
the role of the consumers in strategic planning within the dairy market sector are well recognized
worldwide since food choice is always a unique and personal experience, consumer behaviour is
important for food manufacturers and marketers in term of product success. Due to the beneficial
2044
ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
health protective effects of dairy beverages, this market segment is very innovative and fast-
growing Greta Krešić(2010).
The information obtained in this study could provide helpful input for future research, which intend
to include national representative sample and whose results could be very useful not only for new
product development, but also for consumer segmentation and advertising.
6. Research Methodology 6.1: Research Design
This research is descriptive in nature as the study aims to find out the consumer behaviour about
FMCG product. The study is carried out the naturalistic observation and survey questioning, which
are attributes of descriptive research.
6.2: Data Collection techniques
The sources of data are primary as well as secondary. Primary data are collected through a survey of
the consumers, using a well framed questionnaire. Information is also gathered through secondary
sources like books, journals, magazines, dailies, and also from the internet. The data collected from
the two sources are scrutinized, analysed, edited and tabulated.
6.3: Designing the Questionnaire
Questionnaire is designed by the researcher in such a way that there are several questions designed
on the basis of scaling namely Likert Scales which have five scales like strongly agree, agree,
neutral, disagree, strongly disagree. This enables the respondent to answer the questions in a
structured manner by choosing one option among the five options. It provides a sense of comfort by
choosing the precise answers. Each construct has minimum five sub constructs related to the key
factor of the main construct.
6.4: Sampling Design
The sampling technique involved is Convenient Sampling. This study conducted in various place in
Delhi NCR city. Due to time constraint convenient sample was followed.
7. Data Analysis & Interpretation
Data analysis
Table 7.1: General Profile of the Respondent
S. No. Particulars Classification Frequency Percentage
1 Sex Male 222 55
Female 178 45
2 Age
0-15 117 29
15-30 143 36
30-45 89 22
Above 45 51 13
2045
ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
Cold drinksnutritious
drinksJuice Milk
up to 15 yrs 16 10 10 16
up to 30 yrs 8 10 4 16
up to 45 yrs 8 10 6 18
45 above 10 8 10 9
16
10 10
16
8 10
4
16
8 10
6
18
10 8
10 9
0
2
4
6
8
10
12
14
16
18
20
Fre
qu
en
cy
A Study On Non-alcoholic Beverages Among Consumers Of Differents Age Groups(male)
Figure 7.1: Pattern Of Female Consumers Towards The Four Non Alcoholic Beverages
Figure 7.1 clearly shows pattern of female consumers towards the four non-alcoholic beverages. Bar
diagram shows girls below 15 yrs are very keen for cold drinks and female 45 yrs are very positive
towards milk. Generation between 15-45 yrs believe in health drink and juice.
Figure 7.2: Pattern Of Male Consumers Towards The Four Non Alcoholic Beverages
Cold drinksnutritious
drinksJuice Milk
up to 15 yrs 18 12 10 11
up to 30 yrs 8 8 16 16
up to 45 yrs 14 10 14 6
45 above 8 12 4 16
18
12
10 11
8 8
16 16
14
10
14
6
8
12
4
16
0
2
4
6
8
10
12
14
16
18
20
FR
EQU
ENC
Y
A Study On Non- Alcoholic Beverages Among Conumers Of Dfferent Age Group (Female)
2046
ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
Cold drinks nutritious drinks Juice Milk
up to 15 yrs 34 22 20 27
up to 30 yrs 16 18 20 32
up to 45 yrs 22 20 20 24
45 above 18 20 14 25
34
22 20
27
16 18
20
32
22 20 20
24
18 20
14
25
0
5
10
15
20
25
30
35
40
FR
EQ
UE
NC
Y
A Study On Non -Alcoholic Beverages Among Consumers Of Different Age Group (Male+female)
Figure 7.2 show that male has similar finding as in female. Male below 15 years likes cold drinks as
well as milk and males below 45 like‟s milk very much. Males 30-45 yrs are not interested in juice.
Males above 45 give equal importance to all the drinks.
Figure 7.3: Both Male And Female Consumers
Interpretation
A buying decision can either be a planned one which is characterized by deliberate thoughtful
search and evaluation, that will result in rational and accurate decisions or it can be an impulse
purchase decision, which is spontaneous, unplanned and immediate. Sales promotional strategies
play a major role in stimulating more of unplanned purchases. Food selection is a complex
phenomenon, depending on a lot of factors, which affect human behaviour in different ways,
resulting in the some, and rejection of other products (Wadolowskaet al., 2008). Factors that affect
food choices may be divided into three main groups: i)product-related factors, which rely on
chemical and physical properties, sensory attributes (taste, aroma, texture, visual appearance),
functional factors(packaging, accessibility, convenience), nutrient content etc.; ii) consumer-related
factors, including personality (age, gender, education level), psychological factors (personality,
experience, mood),physiological effects (satiety, hunger, appetite etc.);iii) environmental-related,
which include economic(price, incomes), cultural (beliefs), and social factors(fashion, society etc.)
(Shepard, 1989). Underlying food choice is important not just for the improvement and re-designing
of food products that actually exist on the market but it is also valuable in the process of new
product development (Furst etal., 1996.)
Our result are in agreement with a study in which it has been shown that about forty percent of
those who rated the important health aspects of dairy beverages consumption were more than 45
2047
ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
years of age, a fact that supports the observation that consumers „health concerns increase with
increasing age (Bech-L arsen and Scholderer, 2007).
Comparison of fig 7.1 and fig 7.2 shows females above 45 likes milk than man above 45 (Watanabe
et al., 1997). Females compared to males, consumed more milk and milk drinks (p<0.001), while
males in higher percentage consumed other beverages. Fig 7.3 shows consumers up to 15 yrs like
cold drink most. This may be due to taste, cost, celebrity and refreshment. Nutritious and juice drink
accepted by all the groups equally .Health may be the reason for the same. Milk is accepted by all
the age group of consumers as it has the great importance for human body growth. Social and
psycho factor also work Dairy beverages exhibit beneficial health effects due to the presence of
bioactive component.
8. Conclusion The insights gained in this pilot-study give researchers and FMCG marketers useful information
about consumers´ behaviour and provide guidance for developing and promoting a group of non-
alcoholic beverages products. From our study, it was found that the most important choice is taste
motive, followed by health aspects, so marketers should pay strong attention to this fact in
designing their marketing channels preceded by health aspects, origin, brand and sensory appeal.
The results obtained could be useful to researchers and dairy market sector in developing and
promoting a group of non-alcoholic beverages based on innovations and health.
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ISSN (Online): 2347-1697 International Journal of Informative & Futuristic Research (IJIFR)
Volume - 2, Issue - 7, March 2015 19th Edition, Page No: 2041-2048
M. Shehbaz Qasim, Swati Agarwal :: Consumer Behaviour towards selected FMCG (Fast Moving Consumer Goods) in Delhi NCR
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