A Study On The Effect of BTL Marketing On Consumer Purchase Decisions in Top Three FMGC Secter in India

A study on the effect of BTL Marketing on consumer
purchase decisions in top three FMGC secter in india
Introduction :
The products which are consumer regularly/ frequently by the
consumers i.e. day-to-day usable products are known as FAST
MOVING CONSUMERS. Products which are sell quickly chief and low
cost. The one of the most fastest developing sector in Indian economy is
FMCG industry, it includes most common in the list are packaged food
products, toiletries ,detergents, shampoos, toothpaste, shaving products,
shoe polish, packaged foodstuff, and household accessories and extends
to certain electronic goods. These items are meant for daily of frequent
consumption and have a high return.The scopes for the growth of the
FMCG industry are high as the per capita consumption of the FMCG
products in India is low in comparison to the other developed countries.
The manufacturing of the FMCG goods is concentrated in the western
and southern belt of the country. There are other pockets of FMCG
manufacturing hubs. Fast Moving Consumer Goods (FMCG) goods are
also named as Consumer Packaged Goods. In urban/ rural areas, this
FMCG markets is highly concentrated in these areas, as the high growth
in the income of the middle income group is one of the major factor for
the growth of Indian Market.In FMCGs market Packing is very
important factor. The physical distribution often requires secondary and
first is packaging to maximize efficiency. The unit package is critical for
product protection and also provides information and sales incentives to
the higher consumers. Though the profit margin made on FMCG
products is relatively small they are generally sold in large quantities;
thus, the cumulative profit on such products can be substantial. FMCG is
a classic case of low margin and high volume business.
List of Top 10 FMCG Companies in India :

1. Hindustan Unilever Limited (HUL)
2. ITC Limited
3. Dabur India Ltd
4. Britannia Industries
5. Godrej Consumer Products Limited (GCPL)
6. Parle Agro
7. Amul
8. Pidilite Industries
9. Patanjali Ayurved
10. Haldiram’s
Review of Literature :
Sulekha and Kiran (2013) concluded that in India more than 72%
population lives in villages and FMCG companies are famous for selling
their products to the middleclass households; it implies that rural India is
a profitable and potential market for FMCG producers. Rural
consumers‘ incomes are rising and now they are more willing to buy
products which improve their lifestyle. Producers of FMCG have to craft
unique marketing strategies exclusively for rural consumers. In this
process they need to understand the rural consumer buying behaviour
which may differ geographically. The present study focuses on
understanding the rural consumer buying behaviour for FMCG in
Haryana. The study emphasizes on the factors which influence the
purchasing pattern of rural consumers. The study was conducted in four
districts of Haryana namely Panipat, Jind, Kuruksetra and Gurgaon.
Deliya, (2012) studied the importance of packaging design as a vehicle
for communication for packaged FMCG products. This research utilized
a focus group methodology to understand consumer behaviour towards
such products. The challenge for researchers is to integrate packaging
into an effective purchasing decision model, by understanding
Consumer‘s behaviour towards the packaging of FMCG products. When
consumers search for the process information in-store, the product's
package can contain relevant and useful information for the consumer.
Product packaging forms the end of the 'promotion-chain' and is close in
time to the actual purchase and may therefore play an important role in
predicting consumer outcomes. Packages also deliver brand
identification and label information like usage instructions, contents, and
list of ingredients or raw materials, warnings for use and directives for
care of product.
Tauseef, (2011) attempted to find the variables/factors that affect
customer impulsive buying behaviour in FMCG sector considering retail
market in India. The impact of various impulse buying factors like sales
and promotions, placement of products, window merchandising,
effective price strategy etc., on customer buying behaviour have been
analyzed. A hypothetical model was created in this paper, which had
been taken into consideration for our research work on impulse buying
behaviour of consumers. The study is based on the primary data
collected from Shopping malls, Handlooms and marts from the area of
JODHPUR with the help of structured questionnaire on really
gone up and thus the impulsive buying of commodities is on a high trend
mainly due to pricing strategies of retail players and full festival offers
throughout the year.
Research Methodology:
As Consumer attitude Programmes have been improving day by day

everywhere especially in this company, this topic is chosen, among
consumer aspects, the Consumer attitude Programmes among FMCG
products in Karur District. For this study Convince Sampling method
was used. Both primary and secondary data were used.
Data Analysis :
The statistical tools are used to analyze the primary data collected from
the above primary data collected. This involves a lot of calculation and
computations. The following analyses were used, namely Frequency
tables, and Friedman Rank test were used to find the preferences of the
FMCG products.
Objectives of the Study :

 To know the profile of the FMCG products
 To know the brand awareness of the consumers
 To find out the level of preference among FMCG products
Limitations of the Study :

Every study has some limitations due to the environment under which a
research is to be done. Similarly this study is also confined to some
limitations as mentioned below:
 Since the study was taken only in Karur with covering only major
five areas only, so the results and conclusion may not be applicable
to other areas.
 This study limited to the branded products of the fmcg.
 The biased view of the respondent is another cause of the
limitation.
 The study based upon the opinions expressed only by the
respondents of those particular areas.

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A study on the effect of BTL Marketing on consumer

purchase decisions in top three FMGC secter in india

List of Top 10 FMCG Companies in India :

As Consumer attitude Programmes have been improving day by day

Objectives of the Study :

Limitations of the Study :

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