A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS

SELECTED FAST MOVING CONSUMER GOODS IN

KARUR DISTRICT

A PROJECT REPORT

Submitted
By
NAVEENKUMAR S
Reg. No.: 920216631033

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

In

DEPARTMENT OF MANAGEMENT STUDIES

PULIYUR C.F., KARUR-639114

JUNE - 2018
 PULIYUR C.F, KARUR

DEPARTMENT OF MANAGEMENT STUDIES

PROJECT WORK

JUNE - 2018

This is to certify that project entitled

A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS

SELECTED FAST MOVING CONSUMER GOODS IN
KARUR DISTRICT

Is the bonafide record of project work done by

By

NAVEENKUMER S
Reg. No.: 920216631033
Of MBA during the year 2016– 2018

Project Guide Head of the Department

Submitted for the Project viva-voce Examination held on _____________.

Signature of Internal Examiner Signature of External Examiner

 DECLARATION

I a firm that the project work titled “A STUDY ON RURAL

CONSUMER BEHAVIOUR TOWARDS SELECTED FAST MOVING
CONSUMER GOODS IN KARUR DISTRICT” being submitted in partial
fulfillment for the award of master of business administration is the original
work carried out by me. it has not formed the part of any other project work
submitted for award of any degree or diploma, either in this or any other
university.

Signature of the Candidate,

NAVEENKUMAR S
Register No.920216631033

I certify that the declaration made above by the candidate is true.

Signature of the Guide,

 PULIYUR C.F, KARUR

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

Certified that this project titled “A STUDY ON RURAL CONSUMER BEHAVIOUR

TOWARDS SELECTED FAST MOVING CONSUMER GOODS IN KARUR

DISTRICT” is the bonafide work of NAVEENKUMAR S (Register no: 920216631033)

who carried out the work under my supervision. Certified further that to the best of my

knowledge the work reported herein does not form part of any other thesis or dissertation or

project on the basis of which a degree or award was conferred on an earlier occasion on this

or any other candidate.

Signature of the HOD Signature of the Supervisor

 ACKNOWLEDGEMENT

I hereby take this opportunity to express my heartfelt thanks to

Mr.M.A.M.R.MUTHAIH, Vice Chairman, Chettinad College of Engineering and

Technology, to give the opportunity to undergo this institutional training.

I express my sincere thanks to Dr.A.PUNITHA, Principal, Chettinad College of

Engineering and Technology, for giving me permission to undergo the project work in a

concern.

I express my sincere gratitude to Dr.K.SENTHIL, MBA., Ph.D.,

Head of Department, Department of Management Studies, Chettinad College of Engineering

and Technology, for his encouragement for doing this project work report.

I wholeheartedly thank my project guide Mrs. B. PREETHI , MBA., M.Phil.,

(Ph.D)., Assistant Professor, Department of Management of Studies, Chettinad College of

Engineering and Technology, for his immense support in doing the industry study and

support in the presentation of this project work report.

I wish to express my profound gratitude to all my friends and all my faculties in the

Department of Management Studies, Chettinad College of Engineering and Technology, for

their help and guidance in my pursued project work report.

 TABLE OF CONTENTS

SL.No. CONTENTS PAGE NO.

1 Abstract ii

2 List of Tables iv

3 List of Figures v

CHAPTERS

1.1 Introduction and Design of the study

1.2 Statement of problem
1.3 Objective of the study
I 1.4 Scope of the study 1
1.5 Limitation of the study
1.6 Review of literature
1.7 Research methodology

II Industry Profile 21

III Data Analysis and Interpretation 29

IV Summary of Findings, Suggestions & Conclusion 44

Appendices

References
 LIST OF THE TABLES

TABLE NAME OF THE TABLE PAGE NO.

NO.

3.1 SHOWING GENDER 37

3.2 SHOWING OCCUPATION 38

3.3 SHOWING PURCHASING FACTOR 39

3.4 SHOWING QUALITY 40

3.5 SHOWING OPINION TOWARDS 42

PRODUCTS

3.6 SHOWING PURCHASING PLACE 44

3.7 SHOWING VALUE FOR THE MONEY 45

3.8 SHOWING INFLUENCE TO OTHERS TO 46

BUY PRODUCTS
 LIST OF THE CHART

TABLE NAME OF THECHART PAGE NO.

NO.

3.1 SHOWING GENDER 37

3.2 SHOWING OCCUPATION 38

3.3 SHOWING PURCHASING FACTOR 39

3.4 SHOWING QUALITY 40

3.5 SHOWING OPINION TOWARDS 42

PRODUCTS

3.6 SHOWING PURCHASING PLACE 44

3.7 SHOWING VALUE FOR THE MONEY 45

3.8 SHOWING INFLUENCE TO OTHERS TO 46

BUY PRODUCTS
 ABSTRACT

The consumer bahaviour plays an important role in marketing. This is influenced by

various factors. In the changing global scenario we find that consumers needs and wants to

buy a product also changes with it. In this study titled "A Study on Consumer Behaviour

towards Selected Fast Moving Consumer Goods in Karur City" the researcher has assessed

the socio-economic profile ,shopping pattern consumer and found out the factors influencing

the consumer to purchase the selected FMCG products. The primary data required for the

study was collected through questionnaire which was distributed to 400 samples chosen from

karur city .The tools used for analysis are percentage analysis,garrett ranking and chi-square.

From this study it was found that most of the consumers are influenced by brand and quality

in purchase of FMCG products. There by the researcher has suggested to improve the quality

in FMCG product through product development and external monitoring.