Vol. VII, Issue. 29 ISSN : 0975-9999 (P), 2349-1655 (O) Available online @ www.selptrust.org SELP Journal of Social Science ISSN : 0975-9999 (P) 2349-1655 (O) Impact Factor : 2.78(IRJIF), 2.5(JIF), 1.056(RIF), 0.60(QF) Vol. VII, Issue. 29 July - September 2016 FAST MOVING CONSUMER GOODS IN TRICHIRAPPALLI DISTRICT K.Abarna Research Scholar Dr.K.Kumar Associate Professor & Research Advisor Department of Commerce, National College(Autonomous), Trichy – 620 001. ABSTRACT This research work is to study the consumer behaviour towards Fast Moving Consumer Goods (FMCG) in Trichirappalli of Tamilnadu. The data for the study has been collected individually with the respondents with the distribution of questionnaire. This study collects data from 300 consumers at various places in Trichirappalli. This study is started with objectives of examining socio-economic background of respondents towards selected FMCG products, checking the level of satisfaction of consumers and knowing expectation of the consumers. This study reveals that consumer behaviour is largely affected by place, product, price, promotional, psychological and people influences. Introduction gives India competitive advantage. The Indian Fast Moving Consumer Goods Industry, consumers today are unique in the sense of being alternatively called as Consumer Packaged Goods value sensitive and are not much price sensitive, Industry primarily deals with the production, as before. distribution and marketing of consumer packaged The Indian consumers also follow strictly, goods. These are products that have a quick their culture, tradition and values, as a result of turnover, and relatively low cost. Consumers which foreign companies are forced to give an generally put less thought into the purchase of Indian touch to their products in order to succeed FMCG than they do for other products. Some of in India. the prime activities of FMCG industry are selling, Expectation and Perception of the Consumer marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, Perception of the Consumer applies the production and general management. The Indian concept of sensorial to marketing and advertising. FMCG sector is the fourth largest sector in the Just as sensory Perception relates to how humans economy with a total market size in excess of perceive and process sensory stimuli through their US$ 45 billion. It has a strong Multi National five senses perception of Consumer pertains to Company presence and is characterized by a well- how individuals form opinions about companies established distribution network, intense and the merchandise they offer through the competition between the organized and purchases the make. unorganized segments and low operational cost. Fast Moving Consumer Goods The available raw materials, cheaper labor FMCG Indian sector is the fourth largest costs and presence across the entire value chain sector of the Indian economy. The FMCG SELP Journal of Social Science 1 July - September 2016 Vol. VII, Issue. 29 ISSN : 0975-9999 (P), 2349-1655 (O) industry is more than 100 years old. Consumable the products. items includes groceries/pulses that one needs to This also focuses on empowering the rural buy at regular intervals. consumer with the latest trends and technology These are items which are used daily, and so and teaches them ways to improve their standard have a quick rate of consumption, and a high of living. return. Fast Moving Consumer Goods are Marketers will need to evolve new strategies classified into three segments based on to connect and communicate with a more aware Household items such as soaps, detergents, and unreserved consumer than ever before, the household accessories, etc, Secondly Personal study found. care items as shampoos, toothpaste, shaving products, etc and finally Food and Beverages, Importance of the Study as snacks, processed foods, tea, coffee, edible oils The study focuses mainly on the consumer and soft drinks. behaviour towards select fast moving consumer Products which have a quick turnover, and goods in TRICHIRAPPALLI District. At the relatively low cost are known as Fast Moving prevailing trend, it is necessary to focus on the Consumer Goods. It includes products such as essence and emergence of vibrant in marketing toiletries, soap, cosmetics, tooth cleaning efforts from the FMCG companies. Thus with products, shaving products and detergents, as well more number of companies entering into the rural as other non-durables such as glassware, bulbs, and urban market, with a variety of products, it batteries, paper products, and plastic goods. is a must for the companies to study the rural and urban consumer behaviour on FMCG. Review of Literature Statement of the Problem Consumer packaged goods items include all consumables (other than groceries/pulses) that FMCG are products that are sold quickly at people buy at regular intervals. The most common relatively low price. The profit from these in this list are toilet soaps, detergents, shampoos, products is relatively very small and the selling toothpaste, shaving products, shoe polish, is in large quantities, so the cumulative profit on packaged foodstuff, and household accessories such products can be large. and extends to certain electronic goods. The productions of fast moving consumer These items are meant for daily use of frequent goods companies have massive competition and consumption and have a high return and played they are forced to find new ways of making a vital role in the growth and development of the money. They did this by learning the consumer country, from making efforts to reach out to the common needs and buying motives. It is very poorer section of consumers through distribution difficult to asses the needs, attitude, expectations, of smaller pack sizes, innovations like single use the changes in the standard of living and life styles sachets, to developing innovative products to of consumers. At present the consumers are more cater local and regional needs of niche consumers. dynamic, their taste, preferences are also changing. This presents review of the literature, in the field of consumer behaviour towards FMCG The consumers also looking differentiation in products. There is marvelous complication in the product and the convenience offered. The consumer behaviour. There may be several expectations of the consumers are on branded aspects both rational and emotional that may act items in terms of its quality, price and packaging. mutually in influencing the purchase decision. The money spent on advertisement makes the This research focuses the methodology of groups consumer aware of the latest brands in the market. to understand the consumer behaviour towards Consumers are finding various problems in SELP Journal of Social Science 2 July - September 2016 Vol. VII, Issue. 29 ISSN : 0975-9999 (P), 2349-1655 (O) selecting their fast moving consumer goods. In Consumer buys their products only if it order to fulfill their expectation to know the catches his eye at the outlet. So producers and consumer behavior in the purchase decision in sellers need to stress on attractive packaging and the products. sales promotion. Objectives of the Study Company should design their distribution system in such a way that, the product remains 1. To study the factors influencing purchase available at all times. decisions of consumer behaviour the criteria of product, price, place and promotion. conclusion 2. To ascertain the consumer behaviour in their The successes of many businesses depend on pre-purchasing and post-purchase of select their ability to create and retaining the customers. fast moving consumer goods in Trichirappalli The insights gained in this pilot-study give district. researchers and FMCG marketers’ useful 3. To analyze the factors are influencing the information about consumers´ behaviour and consumers’ perception and attitude towards provide guidance for developing and promoting select fast moving consumer goods in a group of products. It was found that the most Trichirappalli district. important choice is taste motive, followed by health aspects, so marketers should pay strong Methodology attention to this fact in designing their marketing The study is based on both primary secondary channels preceded by health aspects, origin, brand data. The primary data were collected directly and sensory appeal. The results obtained could from the sample consumers through a well- be useful to researchers in developing and devised interview schedule. promoting a group of innovative products. The secondary data relating to the study were References collected from books, journals, research articles 1) Suresh Bhagwat (2011) FMCG Markets to and websites. contribute in Indian rural Economy Perspective Suggestions of the Study in global era The following suggestions have been drawn 2) Estiri, M., T. Hasangholipour, H. Yazdani, H.J. Nejad and H. Rayej, “Food Products consumer Indian domestic companies should enhance behaviors: The role of packaging elements” their product standard and more effort to 2010. increase sales through sales promotion 3) Pawan Garga, “Rural Marketing of select Fast methods. These companies have to create Moving Consumer Goods in Punjab”, Indian awareness to purchase the domestic products. Journal of Marketing, October 2009, Price off, discount, extra quantity with same 4) Wadolowska, L., Babicz-Zielinska, E., price, mobile recharge, and premium are more Czarnocinska, J.(2008): important tools in the sales promotion.