A Study of Green Marketing of Fmcg Products in Relation to Semi Urban Consumers
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A STUDY OF GREEN MARKETING OF FMCG PRODUCTS IN RELATION TO SEMI URBAN CONSUMERS A THESIS SUBMITTED TO BHARATI VIDYAPEETH UNIVERSITY, PUNE FOR AWARD OF DEGREE OF DOCTOR OF PHILOSOPHY IN MANAGEMNET STUDIES UNDER THE FACULTY OF MANAGEMENT STUDIES Submitted by Mr. Vijay Sampatrao Phalke Under the Guidance of Prof. Dr. Ashok Ranade Research Centre Institute of Management and Entrepreneurship Development Pune - 411 038 (March, 2016) CERTIFICATE This is to certify that the work incorporated in the thesis entitled “A Study of Green Marketing of FMCG Products in Relation to Semi Urban Consumers” for the degree of ‘Doctor of Philosophy’ in the subject of Management Studies under the faculty of Management Studies has been carried out by Mr. Vijay Sampatrao Phalke in the Department of Management Studies at Bharati Vidyapeeth Deemed University, Institute of Management and Entrepreneurship Development , Pune during the period from November 2012 to February 2016 under the guidance of Dr. Ashok Ranade. Place: Pune Dr. Sachin S. Vernekar Date: Dean, BVDU, Faculty of Management Studies. Director, BVDU, IMED, Pune. CERTIFICATION OF GUIDE This is to certify that the work incorporated in the thesis entitled “A Study of Green Marketing of FMCG Products in Relation to Semi Urban Consumers” Submitted by Mr. Vijay Sampatrao Phalke for the degree of ‘Doctor of Philosophy’ in the subject of Management Studies under the faculty of Management Studies has been carried out in the Department of Management Studies, Bharati Vidyapeeth’s Institute of Management and Entrepreneurship Development, Pune during the period from November 2012 to February 2016, under my direct supervision/ guidance. Place: Pune Date: (Dr. Ashok Ranade) DECLARATION BY THE CANDIDATE I hereby declare that the thesis entitled “A Study of Green Marketing of FMCG Products in Relation to Semi Urban Consumers” submitted by me to the Bharati Vidyapeeth University, Pune for the degree of Doctor of Philosophy (Ph.D.) in subject of Management Studies under the Faculty of Management Studies is original piece of work carried out by me under the supervision of Dr. Ashok Ranade. I further declare that it has not been submitted to this or any other university or Institution for the award of any degree or Diploma. I also confirm that all the material which I have borrowed from other sources and incorporated in this thesis is duly acknowledged. If any material is not duly acknowledged and found incorporated in this thesis, it is entirely my responsibility. I am fully aware of the implications of any such act which might have been committed by me advertently or inadvertently. Place : Mr. Vijay Sampatrao Phalke Date : (Research Student) Acknowledgement One of the joys of completion is to look over the journey past and remember all the friends and family who have helped and supported me along this long but fulfilling road. I would like to take this opportunity to express my utmost gratitude for all those who helped in countless ways to make my thesis a success. The guidance and unwavering support of my supervisor, Dr. Ashok Ranade, was a big contribution towards the advancement of the thesis. He was inspirational, supportive, and patient throughout the period of research. It has been an honor to be his Ph.D. student. I would like to acknowledge Dr. Patangraoji Kadam, Chancellor, Bharati Vidyapeeth Deemed university, Dr. Shivajiraoji Kadam, Vice Chancellor, Bharati Vidyapeeth Deemed University, Pune and Dr. Vishwajeet Kadam, Secretary for giving me support. I am also extremely indebted to Dr. Sachin S. Vernekar, Dean Faculty of Management Studies and Director, IMED for providing necessary infrastructure and resources to accomplish my research work. I would like to thank Prof. K.V.Mohite and Dr.Sunil Pawar, without his support it would have been very difficult to pursue my research work. I thank Mr.Sachin Ayarekar and Mr.Pramod Kadam for his help and guidance, which was very precious. I wish to acknowledge the insightful suggestions and advice of Dr.Shivraj Thorat, in the recent push for completion of my thesis. I thank Dr. Kirti Gupta, Ms.Sucheta Kanchi and Dr.Shivali Ingawale for their support throughout the research. I gratefully remember the protection and love of my family members, my Wife Ms.Jyostna, my daughter Shreya and son Aditya and my parents who helped me at every stage of educational endeavor. Without support of my parents Mrs.Sunanda and Mr. Sampatrao Phalke it was really difficult to complete this journey of research. Their blessings have helped me during this endeavor. I am indebted to all my colleagues who have been offering me their support and encouragement. I thank my brothers Mr.Abhijeet and Mr.Amit and sisters Mrs.Sanjivani and Mrs.Vaishali for their valuable support for my research work. Last but certainly not in the least, I thank all my friends, family and colleagues whom I do not have the capacity to name individually here. Mr. Vijay S. Phalke. TABLE OF CONTENTS Chapter Contents Page No. No. List of Abbreviations I List of Tables II List of Charts and Annexure III Abstract A1-A40 I INTRODUCTION 1-15 1.1 Green Marketing 2 1.1.1 Green Consumer 2-3 1.1.2 Eco-Friendly Green Products 4 1.1.3 Green Products Examples 4 1.1.4 Definitions of Green Marketing 5 1.1.5 Dimensions of Green Marketing 5-9 1.2 FMCG 9-10 1.2.1 Characteristics of FMCG & Products 10-11 1.3 Semi Urban Consumers 11-13 Rational of the Study 13-14 Research Problem 14 II LITERATURE REVIEW 16-38 2.1 Books 16-18 2.2 Websites 19 2.3 Research Papers 19-32 2.4 Theses 32-33 2.5 Objectives of the Study 33 2.6 Hypothetical Statements 34 III METHOD OF RESEARCH 39-56 3.1 Product Categories and Products 39 3.2 Semi Urban Area 40 3.3 Research Design 40 3.3.1 Population 40-42 3.3.2 Nature of Sampling 43 3.3.3 Sampling Method 43 3.3.4 Sampling Plan 43 3.3.4(a) Selection of Villages 43 3.3.4(b) Selection of Consumer Respondents 44-45 Table of Contents (Contd...) Chapter Contents Page No. No. III METHOD OF RESEARCH (contd.) 3.3.5 Sample of Retailers of FMCG 45-46 3.3.6 Sample of Yuva Mandals 46 3.4 Sources of Data 46 3.4.1 Secondary Data 46 3.4.2 Primary Data 46 3.4.3 Development of the Questionnaire 47 3.4.4 Objectives of the Pilot Survey 47 3.4.5 Pilot Survey Data Analysis and Findings 48-50 3.4.6 Reliability and Validity 50-51 3.4.7 Linkage of Questions 51-53 3.4.8 Development of Questionnaire for Retailers 53-54 3.4.9 Interaction with Opinion Leaders in Youth 54 3.5 Statistical Tools 55 Limitations of the Study 55-56 IV DATA ANALYSIS AND FINDINGS 57-117 4.1 Consumer Profile Composition 60-61 4.2 Analysis of Consumer Questionnaire 62-90 4.3 Analysis of Retailer Questionnaire 90-102 4.4 Summary of points received from Retailers 102-104 Interaction 4.5 Interaction with Youth 104-105 4.6 Status of Hypotheses 105-111 4.7 Summary of findings 111-115 4.8 Conclusion 116-117 V SUGGESTIONS 118-135 5.1 Suggestions 118 5.2 (A) Suggestion to Manufactures of Green FMCG 119-120 Products 5.2 (B) Contextual Suggestions 120-131 5.3 Suggestions to related to Retailers 131 5.4 Suggestion to Government 132-134 5.5 Suggestions to Consumers 134-135 Further Scope of Research 135 Table of Contents (Contd...) Chapter Contents Page No. No. List of Annexure 136-205 A1 RBI Master Circular on Branch Authorization 136-137 A2 RBI Circular, Guidelines to identify Census 138-141 Centers A3 Tabling of Literature review 142-145 A4 Tahasil and Village wise Population 146-167 A5 Represents Geographical Area of Semi Urban 168 Population in a map form A6 Details of Youth Members 169 A7 Pilot Study Questionnaire 170-174 A8 Questionnaire for Consumers in English 175-181 A9 Questionnaire for Consumers Marathi Version 182-186 A10 Question wise counts of Pilot Study 187-190 A11 Retailers Questionnaire 191-196 A12 List of Retailers in Semi Urban Sangli 197 District. D1 Village wise Breakup of Increase in Purchase 198 D2 Karl Pearson’s Coefficient of Correlation 199 Values at 5 % level of significance D3 Que. No.5 Tables of Consumption of Mean 200-205 Values Bibliography List of Abbreviations: Abbreviations Full Forms FMCG Fast Moving Consumer Goods AMA American Marketing Association RBI Reserve Bank of India PoP Point of Purchase CF Consumer Forum CB Consumer Behaviour 4P’s Product, Price, Promotion, Place MM Marketing Mix GM Green Marketing GP Green Product GCB Green Consumer Behaviour GFMCG Green Fast Moving Consumer Goods ITC Indian Tobacco Company HUL Hindustan Uniliver Limited SUA Semi Urban Area NCP National Commission on Population Ob Objective H Hypothesis OTC Over The Counter IBEF Indian Brand Equity Foundation GCB Green Consumer Behaviour GW Global Warming CSR Corporate Social Responsibility List of Tables: Table Title of Table Pg. No. No. 1.1 Consumer Survey Results 3 2.1 Typology of US Consumers 21 2.2 Age and Marital Status and Effect 23 2.3 Green Marketing Initiatives of Companies 30 3.1 Select FMCG Products under study 40 3.2 Consumer Population of Tahasils in Sangli District 41 3.3 Tahasil wise number of Villages qualified as Semi Urban Area: 41 3.4 Tahasil wise Consumer Population of Semi Urban Villages 42 3.5 Net Sample of Consumer Respondents 45 PS 01 Composition of Palus Population 47 PS 02 Composition of Regular Buying Practices 48 PS 03 Composition of Awareness and Purchase of Eco-friendly 48 Cosmetics PS 04 Composition of References for Cosmetics Purchase 48 PS 05 Preference for Purchasing Place 49 PS 06 Factors Influencing Buying of Cosmetics 49 4.1 Post Survey Composition of Consumer Respondents 57 4.2 Composition of Eliminated Questionnaires 58