Report On: A Study on Brand Retention of Personal Care

Products in the FMCG Segment in Bangalore City.

The work done by researcher on A Study on Brand Retention of Personal Care Products in
the FMCG Segment in Bangalore City focused on consumer behavior towards brands and
their shift between brands. The study highlighted the different factors considered by
consumers in their purchase decisions towards FMCG products. The study attempted to
identify the factors influencing customer towards selected brands of products. Researcher has
done reasonable work in identifying the demographic factors influence on Personal care
brands like toilet soaps, shampoos and hair conditioners, oral care brands, deodorants, baby
diapers, adult diapers, sanitary napkins, perfumes, toiletries and cosmetics, lipstick, eye liner,
mascara brands, toilet cleaner brands, face powder, beauty creams and shoe care brands.

The literature review is selective and appropriative. It emphasizes the works pertaining to
FMCG and branding. The literature review on research problem enabled the researcher to
support his results and extensive linkage helped to have constructive suggestion to the
consumer. Based on review of literature the research problem has been identified to study
antecedents and consequences of customer experience towards FMCG products in Indian
context.

Understanding the research problem objectives and hypothesis were aptly framed. The
research methodology had been adequately mapped with the required objectives and
hypothesis. It clearly spells out the research design, sources of data collection, sampling
design. A descriptive research has been made using a sample survey through a structured
questionnaire. The sample area selected was Bangalore city and the sample was obtained
using convenience sampling technique.

The major drawback of the study being the sample size i.e. 100, which is very low as
compared to the total population of Bangalore. And also the sampling technique used was
convenience sampling which is not adequate to overcame the problem of bias and apply the
results to larger population.

The main objective of the study was to understand the brand retention and to perform
perceptual mapping of personal care brands of FMCG segment in Bangalore city.
Statistical tools were used to test the hypothesis, parametric tests of significance was
performed using chi-square, the correlation factor was identified as 27.9. The researcher has
provided the mean and standard deviation of variables and cross tabulation made to check
relationship between independent variables.

The analysis of survey results is placed in separate chapter. The presentation, analysis and
interpretation of data and results amply reveal the depth of knowledge, conceptual clarity,
research and analytical skills of the researcher. Perceptual mapping shows the prominent
features which influence the brand selection for different categories of products, based on the
survey results highly preferred and least preferred products in each of the category were
presented.

The findings of the study help the retailer to understand the view-point of customer towards
FMCG products and factors influencing his behavior. The findings helped to understand the
main factors considered while choosing a product.

Comment:
The major objections are:
Sample size
Sampling method
Perceptual mapping considered only few variables