Dissertation Report on Fmcg Product

Topics: Household income in the United States, Fast moving consumer goods, Marketing Pages: 54 (7943 words) Published: October 9, 2010
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Dissertation Report On

Buying Behavior of
FMCG Products

Submitted To:

Submitted By:
Prof. R.P.Singh
Vandana Chandra
Director (ABS) MBA
AMITY University
AMITY UniversityLucknow Campus
Lucknow Campus

Under the supervision of:
Mr. Ashish Chandra

Faculty Guide (ABS)

AMITY University

Lucknow Campus


I consider my proud privilege to express deep sense of
gratitude to Prof. R.P.Singh for his admirable and valuable guidance, keen interest, encouragement and constructive
suggestions during the course of the project.

I would also like to express my hearty gratitude
to my faculty guides, Dr. Arun Bhadauria and Mr. Ashish
Chandra of Amity University, Lucknow for their valuable
guidance and sincere cooperation, which helped me in
completing this summer project.

I would also like to thank my mother Mrs. Usha Rani
and my father Mr. Ramesh Chandra, for their inspiration
and moral support received in completing this work.

Last, but not the least, I sincerely thank all the
members of my department for their immense support and
assistance extended during the course of this project and in making it a valuable experience.

Vandana Chandra
MBA (Agri - Business)

IVth Semester

Table of Content

1. Executive summary

2. Introduction

3. Overview of FMCG

4. FMCG in 2006

5. Comparison between FMCG in 2005 & 2006

6. Sector’s outlook

7. Scope of FMCG

8. Growth prospects

9. Top players in FMCG sector

10. Secondary players
11.Review of literature

12. Research objectives
13.Research methodology
14.Panoramic View

15. Income based classification
16.Socio – economic classification
17.Age demographics

18. Geographical dispersion
19. Analysis
21.Suggestions & recommendations


Executive Summary

In this research the researcher has put an effort to
understand the buying behavior of the consumers towards
FMCG products.

1. In this report, the researcher has first of all given a
brief review about FMCG sector as a whole.
2. Then she has given a review of the findings of some of
the researches that has already been conducted by
various researchers.
3. Then she has enumerated her research objectives.
4. Then she has given the panoramic view regarding the
5. Then she has described her research methodology i.e.,
the sample unit, sample size, sampling region,
sampling procedure that she has used in her report.
6. She has used stratified random sampling as her
sampling procedure.
7. Then she has analyzed the data which was collected
by a questionnaire.
8. Then she has concluded the findings of the survey.
9. Then finally, she has given few suggestions &
recommendations regarding the topic.


There was a time when the FMCG companies
ignores rural market, they took no any interest to produced or sell products in rural market in India. It was the initial stage of FMCG companies in India. As per as the time had
passed, the strategy and marketing style of FMCG
companies had been changed.

The rural market is the one of the best
opportunity for the FMCG sector in the India. It is wider and less competitive market for the FMCG. As the income level of the rural consumers increasing, the demand of FMCG is
increasing continuously.

Fast moving consumer goods (FMCG) are
popularly named as consumer packaged goods. Items in this
category include all consumables (other than
groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos,
tooth paste, shaving products, shoe...

References: 1. Kearney, A T, CII – Report, (2000)
consumers, (2004), pg. no. 5-8.
3. Tognatta Pradeep, economic growth on agriculture
sector, (2003), pg no
4. Aithal K Rajesh, importance & growth of rural
markets, (2004), pg no
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