Asia Pacific Journal of Research ISSN (Print) : 2320-5504

ISSN (Online) : 2347-4793

CONSUMER PREFERENCE TOWARDS FAST MOVING CONSUMER GOODS IN

TIRUPUR DISTRICTS

V.SARANYA1 AND Dr.S.KADIRVELU2

1
Ph.D (Full Time) Research Scholar, Department Of Commerce, Government Arts College, Udumalpet.
2
Assistant Professor, Department Of Commerce, Government Arts College, Udumalpet.

ABSTRACT

The present paper aims to focus on the consumer preference towards fast moving consumer goods in Tirupur districts. A
sample of 600 respondents was selected on basis of simple random sampling method and analyses were made by using statistical tools
such as percentage analysis and chi-square test. The result of the analysis showed that consumers differed in preference for fast
moving consumer goods. The preferences of the consumers are Clinic Plus shampoo, Lifebuoy bathing soap, Colgate toothpaste, Fair
and Lovely fairness cream and 3 Roses beverages.

KEY WORDS: Consumer Preference, Fast Moving Consumer Goods

INTRODUCTION

Fast Moving Consumer Goods(FMCG) satisfies the elemental and day-to-day household needs other than grocery,
ranging from packaged foodstuff, dairy products, cooking oil, bread, butter, cereals, beverages like tea & coffee, pharmaceuticals,
confectionery, biscuits, glassware, stationary items, watches, toiletries, detergents, shampoos, skin care products, cosmetics,
toothpaste, dish washing liquid, shaving cream, razor, batteries, shoe polish, energy drinks, soft drinks, clothing, furniture and
household accessories to electronic goods like cell phones, laptops, computers, digital cameras etc. These are usually categorized as
Fast Moving Consumer Electronics or FMCEs. 1
According to the National Council of Applied Economic Research (NCAER) about 70 per cent of Indian population
living in villages, India has perhaps the largest potential rural market in the world. It has as many as 47,000 has (congregation
markets), compared to 35,000 supermarkets in the US. And of the total FMCGs demand in India, nearly 53 per cent comes from the
rural market. At present Indian FMCG sector is worth Rs.1300 billion and expected to be around a whopping value of Rs. 4000 to Rs.
6000 billion by 2020. Henceforth FMCG and its closest companion Retail sector, both are likely to create most of the jobs in India in
the coming years primarily in functions like marketing, sales, advertising, supply chain, logistics, human resources, product packaging
and development, finance, operations, general management, supervising and so on.2

CONSUMER PREFERENCE

Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of various bundles of
goods. They permit the consumer to rank these bundles of goods according to the levels of utility they give the consumer. Note that
preferences are independent of income and prices. Ability to purchase goods does not determine a consumers likes or dislikes. This is

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 Asia Pacific Journal of Research ISSN (Print) : 2320-5504
ISSN (Online) : 2347-4793
used primarily to mean an option that has the greatest anticipated value among a number of options. Preference and acceptance can in
certain circumstances mean the same thing but it is useful to keep the distinction in mind with preference tending to indicate choices
among neutral or more valued options with acceptance indicating a willingness to tolerate the status quo or some less desirable
option.3

REVIEW OF LITERATURE

Puuniya Moorthy, Parthiban (2015)1 studied on brand awareness in fast moving consumer goods with special reference to
orphanage in Chennai region. It was conducted on a sample 100 female consumers by using convenience sampling method. The
obtained data were then processed by chi-square test, correlation co-efficient and ANOVA. It was found that there is a significant
difference between the customers preferences regarding the factors considered for brand awareness.

Kalaiselvi (2014)2 studied the brand awareness and consumer preference for FMCG products among 100 respondents in Coimbatore
city by using simple random sampling method. The t-test and ANOVA were used for analyzing the data. It was reveals that quality
followed by price, easy availability, family liking, advertisement, variety and credit are the attributes for brand preference. There was
a positive impact of media on brand preferences of FMCG products among consumers.

Mohamed Nasrudeen, Ramalingam (2014)3 studied the buying preference of rural consumer towards fast moving consumer goods
among 300 respondents in Madurai district. Data collection was based on non-probability method of convenience sampling. The
analysis was made on Mean Score, preference score, Z-test and Garrett‟s ranking technique. It was reveals that „utility‟ influences the
rural consumers to buy the Fast Moving Consumer Goods followed by cost, quality, promotional and brand.

OBJECTIVES OF THE STUDY

 To know the socio economic profile of the consumers of the FMCG products.
 To analyze the consumer preference towards FMCG products.
 To give suggestions based on the study for the improvement of the products.

STATEMENT OF THE PROBLEM

Now a day, many varieties of Shampoo, Bathing Soap, Toothpaste, Fairness Cream and Beverages are available in the
market. So the users are not in position to identify and select a particular brand. In the process of taking a decision to buy a product,
depends on the nature of that particular product. The purpose of the study is to analyze the consumer preference towards selected fast
moving consumer goods such as Shampoo, Bathing Soap, Tooth paste, Beverages and Fairness Cream.

RESEARCH METHODOLOGY
SAMPLING DESIGN
The present study proposes to cover the consumer preference towards fast moving consumer goods in Tirupur District. As
census method is not feasible, the researcher has proposed to follow sampling. The simple random technique has been adopted for the
present study.
AREA OF THE STUDY
The survey was conducted in Tirupur District.
DATA SOURCE
The study is based on the primary data and secondary data Primary data required for the study were collected from the
FMCG consumers who are located in Tirupur District, 600 respondents were taken for the study with the help of Interview schedule. The
Interview Schedule has been prepared in a simple way so that the respondent can understand easily and give their opinion freely and frankly.
The secondary data would be drawn from different sources like newspapers, magazines, journals, books, websites, pamphlets etc.

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 Asia Pacific Journal of Research ISSN (Print) : 2320-5504
ISSN (Online) : 2347-4793
STATISTICAL TOOLS USED
According to the nature of data and interpretations required, appropriate statistical tools has been applied. The following tools
have been applied in the study: Garret ranking. ANALYSIS AND INTERPRETATION
Table.1
SOCIO DEMOGRAPHIC VARIABLES
NUMBERS PERCENTAGE
Gender Male 273 45.50
Female 327 54.50
Total 600 100
NUMBERS PERCENTAGE
Age (Years) Up to 25 years 154 25.66
25 years to 35 years 267 44.50
Above 35 years 179 29.84
Total 600 100
NUMBERS PERCENTAGE
Urban 141 23.50
Area of Semi-urban 170 28.33
Residence Rural 289 48.17
Total 600 100
NUMBERS PERCENTAGE
Educational School Level 47 7.83
qualification Diploma 76 12.67
Under Graduate 312 52.00
Post Graduate 132 22.00
Professional 33 5.50
Total 600 100
NUMBERS PERCENTAGE
Employed 286 47.67
Occupation Businessmen 53 8.83
Agriculturist 42 7.00
Student 124 20.67
House wife 95 15.83
Total 600 100
NUMBERS PERCENTAGE
Up to Rs.10000 218 36.30
Monthly Income Rs.10001 to Rs.20000 153 25.50
(Rs.) Above Rs.20000 229 38.20
Total 600 100.00

Source: Primary data

From the above table, It is shown that the gender wise distribution of the respondents, 273 (45.50) consumers are male and
the rest 327 (54.50) consumers are female. Hence, majority of the consumers are female.

It is found that the age wise distribution of the respondents, 154 (25.66 percent) were under the age group Up to 25 years;
267 (44.50 percent) were in the age group of 25 years to 35 years and 179 (29.84 percent) were in the age group of above 40 years.
Hence, majority of the consumers are within the 25 years to 35 years.

It is shows that the area of residence wise distribution of the respondents, 141 (23.50 percent) consumers are living in
urban area, 170(28.33 percent) consumers are living in semi-urban area and remaining 289 (48.17 percent) consumers are living in
rural area. Hence, majority of the consumers are living in rural area.
It is depicts that the educational qualification wise distribution of the respondents, 47(7.83 percent) consumers have
completed school level; 76(12.67 percent) consumers are diploma holders; 312 (52.00 percent) consumers are under graduate degree

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 Asia Pacific Journal of Research ISSN (Print) : 2320-5504
ISSN (Online) : 2347-4793
holders; 132(22.00 percent) consumers are post graduate degree holders and 52 (8.70 percent) consumers are professional. Hence,
majority of the consumers are under graduate degree holders.
It is observed that the occupation wise distribution of the respondents, 286 (47.67 percent) consumers are employees; 53
(8.83 percent) consumers are doing business; 42 (7.00 percent) consumers are agriculturist; 124 (20.67 percent) consumers are
students and the rest 95 (15.83 percent) consumers are house wife. Hence, majority of the consumers are employees.

It is inferred that the monthly income wise distribution of the respondents 218(36.30 percent) consumers are earning up
to Rs.10,000; 153 (25.50 percent) consumers belong to the income group ranging from Rs. 10,001 to Rs.20,000 and the rest 229
(38.20 percent) consumers are earning above Rs.20,000. Hence, majority of the consumers are earning above Rs.20,000.

Table.2

CONSUMER PREFERENCE TOWARDS FMCG GOODS- GARETT RANKING

Mean Mean
Description Rank Description Rank
Score Score
Shampoo Bathing Soap
Clinic Plus 64.27 1 Lifebuoy 62.10 1
Sun Silk 55.88 2 Dove 56.33 3
Pantene 44.87 5 Lux 60.83 2
Head and Shoulder 37.69 6 Vivel 37.40 5
Dove 49.31 4 Cinthol 54.87 4
Chick 50.22 3 Fiama-Di-Willis 29.97 6
Mean Mean
Description Rank Description Rank
Score Score
Tooth paste Fairness Cream
Colgate 67.55 1 Fair and Lovely 68.35 1
Pepsodent 52.77 3 Fair Ever 53.00 2
Close-up 59.64 2 Fair Glow 42.01 5
Promise 37.18 6 Fair and Handsome 36.67 6
Dabur Red 44.15 4 Lakme 51.73 3
Babool 40.74 5 Ponds 50.35 4
Beverages Beverages
3 Roses 65.01 1 Chakra Gold 46.78 4
Tata Tea 55.18 2 Nestea 39.82 6
Red Label 54.15 3 Lipton 40.99 5

Source: Primary data

From the analysis it is inferred that majority of the consumer is highly prefer clinic plus followed by sun silk, chick, Dove, Pantene
Head and Shoulder.
It is inferred that majority of the consumer is highly prefer lifebuoy, Lux, Dove, Cinthol, Vivel and Fiama-Di-Wills.

It is inferred that majority of the consumer is highly prefer Colgate, Close-up, Pepsodent, Dabur Red, Babool and Promise.

It is inferred that majority of the consumer is highly preferred Fair and Lovely followed by Fair Ever, Lakme, Ponds,Fair Glow and
Fair and Handsome.

It is inferred that majority of the consumer is highly prefer 3 Roses, Tata Tea, Red Label, Chakra Gold, Lipton and Nestea.

Findings

The main findings obtained from the research are presented in this chapter.

 54.50 percent of the consumers are female.

 44.50 percent of the consumers are within the 25 years to 35 years of age
 48.17 percent of the consumers are living in rural area.
 52.00 percent of the consumers are under graduate degree holders.

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 47.67 percent of the consumers are employees.
 38.20 percent of the consumers belong to the income group ranging from Rs.10, 001 to Rs.20, 000.

PREFERENCE TOWARDS FMCG PRODUCTS - GARETT RANKING

 Majority of the consumer is highly preferred clinic plus followed by sun silk, chick, Dove, Pantene Head and Shoul der.
 Majority of the consumer highly preferred lifebuoy, Lux, Dove, Cinthol, Vivel and Fiama-Di-Wills.
 Majority of the consumer is highly preferred Colgate, Close-up, Pepsodent, Dabur Red, Babool and Promise.
 Majority of the consumer is highly preferred Fair and Lovely, Fair Ever, Lakme, Ponds, Fair Glow and Fair and Handsome.
 Majority of the consumer is highly preferred 3 Roses, Tata Tea, Red Label, Chakra Gold, Lipton and Nestea.

SUGGESTIONS:

 Rural consumer environment must be understood before the creation of add.

 The Language and content must be according to the suitability of rural environment. Background figures are also a
deterministic factor. Admissibility of brand ambassadors plays an important role in this regard. Special promotion measures
are the strong applicable factors in this regard.
LIMITATIONS

1. The survey has been conducted only taking 600 respondents as sample size.
2. The research concentrates with only few FMCG like a shampoo, bathing soap, tooth paste, fairness cream, beverages.
CONCLUSION

Marketing plays a pivotal role in the development of country. The development of marketing has always kept pace with the
modern marketing faces the high competition in their activities. Competitions have increasing order of the day. Earning profile is
possible only through consumer‟s preference. The study reveals that most of the respondents are aware about FMCG products.
FMCGs products manufacturing company is a leading company to introduce best products. It is also found that Majority of the
consumers prefer Clinic Plus shampoo, Lifebuoy bathing soap, Colgate toothpaste, Fair and Lovely fairness cream and 3 Roses
beverages. Findings of the present study given by the researcher some practicable suggestions have been arrived. The FMCG
products manufacture and its marketers have executed these suggestions a desired result can be achieved in future.

REFERENCES

1. Prof. Lakshmi Narayana.k, Dr.Binoy Mathew (2015) “A Study on Brand Awareness and Preference of rural consumer
towards FMCG in rural markets with reference to Chickaballapur District”, IJBARR, ISSN: 2347-856X,VOL.I, ISSUE 9,
Jan- March, 2015, P. 51.
2. R.Puuniya Moorthy, Dr.B.Parthiban (2015) “An Investigation On Brand Awareness In Fast Moving Consumer Goods With
Special Reference To Orphanage In Chennai Region”, International Journal Of Management (IJM),Volume 6, Issue 1,
January 2015, Pp. 268-279, ISSN: 0976-6502(print) ISSN 0976-6510 (online)
3. S.Kalaiselve(2014) “ Brand Awareness and Customer Preferences for FMCG Products: An Empirical Study With Special
reference to Coimbatore City”, IJMSRR, ISSN-2349-6738,Vol.1,Issue.2, Aug-2014, pp.225-232.
4. Anupam Jain and Meenakshi Sharma (2012) “Brand Awareness and Customer Preferences for FMCG Products: An
Empirical Study on the Rural Market of Garhawal Region”, VSRD-IJBMR,Vol.2(8),2012,pp. 434-443.

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