Sales Influence on Consumer Behavior

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HOW SALES INFLUENCES THE BUYING

BEHAVIOUR OF AN INDIVIDUAL AND

HELP IN BRAND BUILDING OF A

PRODUCT IN CONTEXT TO

FMCG\CONSUMER DURABLES

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ABSTRACT

This study aims to investigate how sales influences the buying behaviour of an

individual and help in brand building of a product in context to FMCG\consumer

durables !ow much consumers are prepared to pay for branded products" how

important they consider price" brand or other factors during their purchasing

decisions The study aims at comprehensive literature review on branding" #rand

loyalty" brand awareness" brand e$uity and brand perceptions" price sensitivity and

willingness to pay The study has been underta%en with special reference to

Mother &airy 'ndia (imited

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Contents

*#+T,*CT )

Contents -

'ntroduction .

(iterature review /

Characteristics of a FMCG from Consumers0 Perspective1

,esearch Methodology )

Findings *nalysis -2

&aily --

3nce a wee%--

Fortnightly--

Mil% Products --

1.2 --

4 --

4 --

5egetables--

/6 --

)1 --

)) --

Fro7en Products --

16 --

- --

)1 --

8am" Pic%les" etc--

4 --

4 --66 --

--

The purchase fre$uency of the respondents in shown in above graph it0s the

highest for mil% products M&'( is %nown to be a mil% products company--

,ecommendations 91

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Maintaining #rand image re$uires efforts in maintaining high $uality products

across the entire brand portfolio 'n this regard it is recommended that M&'(

maintains the brand image through $uality" price" availability and finally pac%aging

91

M&'( has all the available resources in terms of outlets" distribution networ% and

products but it needs to improve on its brand image through advertisements for itsproducts that are not consumed on daily basis91

M&'( should improve on its brand image for 'ce Creams in regards to increasing

competition from :wality" 5adilal and others because the product has high

potential in the mar%et because of its $uality and price91

M&'( should target to use umbrella branding for increasing awareness about its

complete product range most importantly for products li%e fro7en vegetable" ;uices"

pic%les" etc91

Conclusion 9)

,eferences 99

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Introdut!on

Introdut!on"

#rand recognition and other reactions are created by the use of the product or

service and through the influence of advertising" design" and media commentary *

brand is a symbolic embodiment of all the information connected to the product

and serves to create associations and expectations around it * brand often

includes a logo" fonts" color schemes" symbols" and sound" which may be

developed to represent implicit values" ideas" and even personality

Con#$t%

Mar%eters engaged in branding see% to develop or align the expectations behind

the brand experience" creating the impression that a brand associated with a

product or service has certain $ualities or characteristics that ma%e it special or

uni$ue * brand image may be developed by attributing a


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brand owner as the commercial source of products or services * brand owner may

see% to protect proprietary rights in relation to a brand name through trademar%

registration

#rand energy is a concept that lin%s together the ideas that the brand is

experientialB that it is not ;ust about the experiences of customerspotential

customers but all sta%eholdersB and that businesses are essentially more about

creating value through creating meaningful experiences than generating profit

Dconomic value comes from businesses0 transactions between people whether they

be customers" employees" suppliers or other sta%eholders For such value to be

created people first have to have positive associations with the business andor its

products and services and be energised to behave positively towards them E hence

brand energy 't has been defined as


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L!t#r&tur# r#'!#(

Introdut!on

*ccording to him Fast moving consumer goods >FMCG@ or Consumer Pac%aged

Goods >CPG@ are products that are sold $uic%ly and at relatively low cost Dxamples

include non4durable goods such as soft drin%s" toiletries" and grocery items

Though the absolute profit made on FMCG products is relatively small" they

generally sell in large $uantities" so the cumulative profit on such products can be

substantial The term FMCG refers to those retail goods that are generally replaced

or fully used up over a short period of days" wee%s" or months" and within one year

This contrasts with durable goods or ma;or appliances such as %itchen appliances"

which are generally replaced over a period of several years't is found that the

volatility of stoc% mar%et could affect consumersI

purchasing mood" not tomention the growth or declines of retail sales =hile

#lac%well" >)22)@ supported this argument by the fact that brand e$uity depends

on the number of people with regular purchasing The intensive discussion in the

literature so far has shade light on the values of brand e$uity for both consumers

and the firm For the consumers" brand e$uity could provide them within formation

about the brand which influences their confidence during the purchasing process

*nd it be observed from such studies that there is a high propensity for consumers

with good perceptions to buy from the same shop again than those with poor

perceptions

This $uantitative research targets consumer behaviors in purchasing fast moving

consumers goods >FMCG@ in term of #rand of products For this purpose four

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elements as brand e$uityIs components were identified that has potential affect

purchasing FMCG" and they are #rand *wraeness" #rand *ssociation" perceived

Juality" and #rand (oyalty *t the end" results showed the highest impact on

consumer purchasing behavior refers to #rand (oyalty

'n a research impulse buying was defined as an unplanned purchase and this

definition can also be found in the research of :ollat and =illett >1H/@ 'n another

research reported that impulse buying usually ta%es place" when a consumer feels

a forceful motivation that turns into a desire to purchase a commodity instantly

#eatty and Ferrell >16@ defined impulse buying as instantaneous purchase having

no previous aim or ob;ective to purchase the commodity +tern >1H)@ found that

products bought on impulse are usually cheap

't clearly indicate that there exists a wea% association between consumer lifestyle"

fashion involvement and post4decision stage of consumer0s purchasing behavior

with the impulse buying behavior including the attitudinal as well as behavioral

aspects of the consumers buying behavior Pre4decision stage of consumer0s

purchasing behavior established strong association with the impulse buying

behavior of the consumers +o" it is established through this research that

consumers purchasing products in the area of plan their purchases" having

shopping lifestyle related to planned purchases and their post4decisions are also

not guilty The pre4decision stage of the purchasing associate these buyers with

unplanned or impulse buying because these days stores are full of variety of

products and a buyer can easily get interested in purchasing a product which

appeals him or her while shopping the planned list of products and here pleasure

principle comes into play

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*ccording to him Things are changing fast now The increasing literacy level and

media explosion" people are becoming conscious about their lifestyles and about

their rights to live a better life #rand consciousness is on the rise This" clubbed

with increasing disposable income of rural households" has made the rural

consumer more demanding and choosier in his purchase behaviour than ever

before *nd the dus%y village damsel has now learned to pine for a satin rose

=ithout a doubt" FMCG companies must focus product availability in rural points

P3+ >both in primary K secondary@ must be added prolifuratiously to foster visibility

as there is a ready mar%et for branded products 3rganisations must focus on T5

ads %eeping the rural mar%ets in mind" since a big chun% of audience is influenced

by the same 3rganisations can no more be complacent about their rural positions

and must wor% on brand retention" since maximum people have an Laverage life

in the same

People are becoming more and more aware about different brands available They

want to try new products They are becoming brand conscious ,ural 'ndia has a

potential of N.224bn Companies should try to explore rural mar%et There is a huge

growth opportunity out there

'n the study ma;ority of the respondents are male categories

Male members of the family are alone going to buy consumer products =omen are

not interested in shopping and do not come out from their houses fre$uently Most

of the families come under the agriculture category

Family income is very low Product planning is very important to mar%eter to enter

into rural mar%et Aon4*vailability of brands is another reason which affects

purchasing decision Pac%aging should be strong enough to stand rough handling

because of poor infrastructure facilities and pac% should be small #rand names

should be simple" small and easy to remember and pronounce Dffective 'MC is

re$uired to reach remote villages

CONSUMER BEHAVIOUR

=hatever else is may be in our lives4child" Parent" student" wor%er" ;ogger" or

stamp collector4 we are all consumers" all of our days =e buy and use goods and

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services constantly" to eatB to wear" to read" to watch" to play" to travel in" to %eep

us healthy" to ma%e us wealthy" and if not wise at least better educated" the act of

consumption is therefore an integral and intimate part of our daily existence *nd

that is there whether we have a lot of money to spend or little

'n every long country of the world" billions of purchase of goods and services are

made every year 'n the O+ for example" the activity now accounts for most of the

economy4 some N9 trillion" or about two third of the annual gross national product

BUYING BEHAVIOUR

Consumer decision ma%ing varies with type of buying decision The decision to buy

toothpaste" a tennis rac%et" a personal computer and a new car are all very

different Complex and expensive purchases are li%ely to more buyer deliberation

and more participants *ssael distinguished four types of consumer buying

behavior based on the degree of buyer involvement and the degree of differences

among brands

COMPLEX BUYING BEHAVIOUR

Consumers engage in complex buying behavior when they are highly involved in a

purchase and aware of significant differences among brands This is usually the

case when the product is expensive" bought infre$uently" ris%y and highly self4

expressive Typically the consumer does not %now much about the product

category and has much to learn For example a person buying a personal computer

may not %now what attributes to loo% for Many of the product features carry no

meaning unless the buyer has done handsome research L1H: memory" Ldis%

storage" Lscreen resolution" and so on

Complex buying behavior involves a three4step process First the buyer develops

beliefs about the product +econd" he or she develops attitudes about the product

Third" he or she ma%es a thoughtful purchase choice For the consumer0s

information gathering and evaluation behavior the mar%et needs to develop

strategies

BRAND BUILDING

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1 #,*AO'(&'AG #Q T*:'AG *&5*AT*GD 3F =3,(& F*M3O+ D5DAT+ (':D

=3,(& COP >C,'C:DT@

+urf Dxcel0s advertising during the world cup was tal%ed about The brief was to

lin% +urf Dxcel with cric%et and at the same time bring out the brand0s functions

and benefits li%e stain removing LThe advertisement highlighted the core

benefit of the brand E removal of stains" says an !(( spo%esperson LThat is

why the client bought the idea immediately" even though the idea was not

typically lever

This ad Campaign is an example of how a company can build its brand image

by %eeping a close watch on events ta%ing place all around the world

) #,*AO'(&'AG T!3OG! +!'FT 'A *& +T,*TDGQ

3nida0s brand image was being threatened by umpteen brands 't wanted an

advertising strategy" which could communicate its contemporary" youthful

premium brand image with an aim of chee%y arrogance This arrogance stems

from the fact that their T5 is the best This time they changed their familiar

and successful devil" as they believed that the core of the brand is more

important than symbols li%e the devil +o the new ad =ith the airplane came

up This is the case of changing the brand image through advertising

- ,D'AF3,C'AG T!D #,*A& 'M*GD

:elvinator has reinforced its Rthe coolest one0 image with series of ads For

example" in one of its advertisements a man sings attuned but gains

appreciation when he feels cold and sings in his shivering voice once the

refrigerator is opened

&espite :elvinator0s ownership being shifted from whirlpool to Dlectrolux" the

consumers still associate :elvinator with Rthe coolest one0 The ads =ere

basically meant to bring :elvinator bac% o top of mind consciousness The idea

came from rustic reasoning and the ads are being aired on star sports and sony

This case endorses the fact that advertising can play a vital role in fixing the

brand0s image in people0s minds

9 #O'(&'AG #,*A& 'M*GD :DDP'AG T!D C3MPDT'T3,+ 'A M'A&

(G Dlectronics

Fridge

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+ub branded PA system >preserve nutrition@" was positioned as nutrition

preserver The ads said Lfrom today" all other refrigerators become historyB

drawing attention to something that pushed their one benefit further towards

the consumer The advertising aimed at both the head and the heart

#,*A&'AG *A 'A&O+T,'*( !' E TDC! P,3&OCT

'ATD( >the third line@ it is the world0s tenth most valuable brand 't is targeting the

main stream mar%et" with a special accent on home pc mar%et" along with office

use 'ts global advertising sees the blue door opening4 the viewer is suc%ed down a

flash whirl" virtual town The shear technical wi7ardry of the ad spots gelds the aura

of a very hi4 tech product and in this case well becomes the message itself 't also

lin%s it to the excitement of surfing the internet 't has positioned the brand as the

internet dream machine

. DM3T'3A+ 'A #,*AO'(&'AG

=!DD(

=heel detergent powder was advertised using the emotion anger *lthough it

sounds negative" the tric% clic%ed as the angry lady was calmed when she used

the detergent which brought award to her husband * successful campaign

fixing the brand as a household middle class which the customer can identify

M*GG'

Maggi tomato %etchup is illustrated as" Rsauce %a big boss0 The tag line of

Tomchi is Rnot too hot" not too sweet" tastes ;ust right0 't appears to be a direct

hit at Maggi0s Rits different0 hot and sweet sauce The communication is based

on positioning of Rtomchi0 as a sauce" which has a perfect balance of tomatoes

for sweetness and spice of chillies The maggi sauce campaign with its famous

*;it ;o%es4R(illy don0t be silly0 or Rboss has gone for a toss0" was path brea%ing 't

has made the brand memorable

There is a new ad now" which explains the expansion advertising strategy

Maggi is continuously following upon

#ut whatever be the product" maggi has remained and will remain etched in

the customer0s mind as a dependable and a $uality brand

BUILDING BRAND THROUGH CORPORATE ADVERTISING

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'C'C' has been building its identity over the last couple of months and the

impact is that now a common man %nows what 'C'C' stands for 'n the common

parlance it denotes trust and confidence

The new identity has given 'C'C' extra mileage in everything and

advertisements have built trust in the group name thus helping leverage each

product through cross4synergies" seamlessly This trust has been built at a lower

cost The communication device used is very interesting as it educates the

common man about his own money This is the financial brand in the offering

>Currently their ad campaign has again undergone a change Aow they are

focusing on Lhassle free ban%ing@

&D#DD,+

The &ebeers has roc%eted this non4traditional brand fro 1. and its mar%et has

grown stupendously by 19S in 1/ The ratio of advertising to incremental

sales was 1)122 The &ebeers Consolidated Mines manages consumer

demand using advertising" publicity and trade The brand plan% was diamonds

are more modern and aspiring as compared to gold Communication had two

options the woman as a self4purchaser buying with and without her husband0s

approval or the husband surprising the wife The second was preferred and thus

the product was positioned as a highly emotionally charged surrogate for status

'n T5 there were two spots4

1 *rchitect

) R!otel spot0

Print advertising focused on creating identification with women portrayed and

directly compared costs with that of familiar ob;ects &iamond4testing

information below the ad addressed the R%nowledge issue0

These efforts changed the attitudes of viewers against diamonds 'n 1/"

diamonds were seen as more personal gifts Aevertheless" diamonds had an

upper hand on gold only in terms of beauty and status 'n 1/ only" ma;or

change was in media when recall leapt up

The new wedding strategy was used and the new international Rshadows0

execution loo%ed stylish and elegant

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'nfomercials were run which addressed price" confidence and %nowledge issues"

the channel thus enabled them to get a long" complex message into a medium

one having greatest reach and impact Ao wonder &ebeers is a name in itself

ADVERTISING THE HARD WAY

*fter five unsuccessful years of trying to sell 5icco Turmeric" it decided to use e

fresh strategy 3ther than pac%aging" communication of the brand was an

important aspect used Osing the traditional Rhaldi0 ceremony" it positioned the

product in the minds of the 'ndian women category The core theme re%indled

memories of tradition and happiness but also insisted upon daily application of the

cream 't also came up with a vanishing cream formulation and after extensive

advertising in over a thousand movie halls and the television" the brand began to

gain acceptance Fair and (ovely0s introduction did not dent 5icco0s sales while

+angeeta bi;lani endorsed the brand =ith continuous harping on the natural

benefits of turmeric cream" 5icco went ahead unfaltered by fairness creams and

came to be %nown as a nationally recogni7ed turmeric cream

BRAND E)UITY

The e$uity of a brand is measured by the awareness and the image which it

evo%es This is a natural measurement" since the brand is the symbol #rand

awareness relates to the number of persons who recogni7ed the brand significance

and who are conscious of the promise which the symbol express The aim of

advertising is to reveal the meaning of the brand and to spread it as far and as

wide as possible to encourage people to try the product offered

The decision as to which of these different levels of awareness should be pursued

depends on the way in which customers are expected to ma%e their choice" and the

degree of personal involvement

BRANDING OF COMMODITIES

'n the past" in 'ndia" most commodities were sold in unbranded form Today we

notice the reverse trend 't all started in early Aineties when foodgrains and spices

were offered in branded form 5egetables followed this" and so did salt" sugar" etc

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Today" more mar%eters have ;umped into the bandwagon +ay" Tata salt has used

corporate name" oranges are stamped with the growers levelB tea s sold in special

pac%" design or names" common nuts and bolts are pac%aged in cellophane with

the distributor0s symbol" and automobile components4 spar% plug" tyres" filter4bear

separate brand names from the automa%ers This cra7e for branded commodities is

also a result of the changed lifestyle of people" specially wor%ing couples who have

high disposable incomes and for whom $uality and convenience now ta%e priority

Mar%eters are floc%ing to the commodity mar%et because of huge si7e they offer

For instance" the branded rice mar%et is at ,s 1122 crore which constituted ;ust

about 12 S of the rice mar%et This goes to show the immense opportunity

Generally spea%ing" mar%eters have added value to commodities through branding"

be it fertili7er" salt" spices" flour" rice or sugar

!industan (ever has achieved a thundering success when they differentiated its

&*P fertili7er under the brand name of Lparas +imilarly" #roo%e #ond has branded

fro7en vegetables with its Green 5alley #rand &C= !ome product had modest

success when it first launched Captain Coo% +alt and followed it up with Captain

Coo% *tta +iel is into sugar" ADPC has offered atta" maida" soo;i and spices

Ad'&nt&*#%

The brand name ma%es it easier for the mar%eter to process orders K trac%

down problems associated with the brand

The mar%eter0s brand name K trademar% provide legal protection> patent or

copyrights@ of the uni$ue features" which would otherwise be copied by

competitors

#randing gives the mar%eter the opportunity to attract loyal and profitable

segment of customers (oyalty created over time offers the uni$ue advantage of

having assured customer base against competition K greater control in their

mar%eting programme

't is wrong to assume that any commodity mar%et is a homogeneous mass

'nstead" the tas% lies in s%illfully identifying the different segments K

understanding their specific needs #randing helps mar%eter to form suitable

segmentation of the mar%et &ifferent brands can be aimed at different

segments of customers

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'n the long run it helps to build a strong association with the consumers as well

as the trade #y highlighting the same name" they could pro;ect their $uality

and image of the company

(ast" but most important" to derive the first mover0s advantage and tap the

huge mar%et potential

CUSTOMER+S BENEFITS

#randing of commodity products not only benefits the organi7ation but it also helps

the customer

,- )u&.!t/"0 Customer will get the $uality product from the wide variety of similar

products

a@ The ris% of getting adulterated product is minimi7ed For example unbranded

masala etc may be adulterated which not only affects the taste of the food

but also affects the health of the person

b@ The manufacturing date is printed on the pac%et of branded commodity

which helps him to %now how old the product is For example the local

grocery shop can give the old *tta to the customer telling as fresh *tta but

for branded customer can read the manufacturing as well as expiry date1- )u&nt!t/"0 'n branded commodity products the customer is getting theright

$uantityofproduct The grocery shop cannot give him less amount

2- Pr!#"0 The price of branded commodity product is fixed so a shop%eeper

cannot change it K customer cannot be cheated For branded commodity

products the shop%eeper has to charge the same price from a child or an adult

customer

3- V&.u# For Mon#/"0The branded commodity product saves time of a customer

because the customer does not have to waste time in removing unwantedmaterial from the commodity products

Customer easily identifies the branded commodity

Customer %nows the special attributes or benefits

C4&..#n*#% !n Br&nd!n* Co55od!t!#%

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The commodity mar%et is generally driven by price #esides" consumers" by and

large" show n involvement in selection of a commodity Onder such conditions" to

ma%e them insensitive to price itself is a very difficult tas% *nd" afterwards to

create a preference for more sustained efforts on the part of any mar%eter 3f

course" the challenges are slowly ta%ing place in cties and big towns where

consumers are able to appreciate the benefits of buying a branded commodity

#randed commodity is a mar%eting exercise at a very fundamental level Onli%e in

consumer goods mar%et where the mar%eter can play around with consumer

perception" brand differentiation etc" in a commodity" branding is about going to

the basics or exploring at the grass4root level To $uote" &avid *a%er" 't involves

overturning the rules of the mar%et" establishing new selling propositions in the

mar%et" establishing new selling propositions in the mar%et which so far has been

driven largely by price *nd everything from positioning" pricing" brand value K

pac%aging ta%es on a new sensitivity

#rand building involves cost" apart from additional cost incurred in pac%aging"

labeling" advertising" legal protection K a ris% that if the brand should prove

unsatisfactory to the user" the company0s image would suffer K it may even affect

mar%et for other products of the company Thus the challenges involved are

formidable +till any mar%eter prefers to brand it because of many uni$ue

advantages

PAC6AGING AS A DIFFERENTIATING STRATEGY

The pac%age provides the buyer0s first encounter with the product K is capable of

turning him Lon or Loff Many mar%eters have called pac%aging a . thP along with

Price" Product" Place K Promotion Pac%aging is treated as an element of the

product strategy =ell4designed pac%ages can create an image of convenience and

$uality for the consumer and promotional value for the producer This could be a

useful tool for ;ustifying the premium charged

'nertia 'ndustries (imited >''(@ launched their premium of +and Piper beer in1-"

but the response was less than encouraging as the customer could not associate

ubi$uitous brown bottle with a premium beer K hence the price charged struc% a

discordant note with the customer 'n 1" to rectify the defect" the company went

for the relaunch K the pac%aging was changed to green bottle with a golden

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champagne foil top ''( now repositioned +and Pipers as the Lchampagne of beers

The effect was startling 't sold out -/"222 cases as compared to merely -222

cases a year before

IMPORTANCE OF PAC6AGING IN COMMODITY PRODUCTS

Pac%aging plays a very important role in commodity products For example" 7Un.#

C4!$$%+ potato chips are based on its delivery of freshness" crispness K retention

of flavor This is possible by use of pac%aging technology wherein the product is

pac%ed in air4tight metal foil pac%ets filled with nitrogen atmosphere to prevent air

from lea%ing in K spoiling the product Moreover" at a time when potato chips were

available only in colorless" transparent" their $uality plastic pac%ages" ROncle

Chipps0 was the first to use pac%ets made of air impermeable metal foil which was

brightly colored for visual differentiation

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FMCG

&epending on the tangibility and durability found in an offering" products are

typically classified as service" durable and non4durable products *s the name

suggests" service has more of intangibles" whereas durable products offer

both tangibility and durability Aon4durable products are normally consumed

fast and hence purchased regularly !ere" consumers tend to spend the

minimum of effort in comparisons and buying the item

Fst Moving Consumer Goods usually refer to non4durable product Dxample include

soft drin%s" toiletrics" grocery items" etc * customer usually spends a minimum of

effort of procure them !owever" much of astute mar%eting activities have evolved

from this class of product" where consumers show low involvement" get wider

choice and allured by a host of inducements

#ased on the prime factor behind their buying" fast moving consumer goods

>henceforth called FMCGs@ can be further subdivided into three classesB

1 +taples Goods that consumers purchase on a regular basis For example" a

buyer purchases a toilet soap" detergent" sauce" toothpaste and biscuits ad

and when stoc%s reach critical level

) 'mpulse Goods Good that are purchased without any planning are search

effort These goods are usually procured due to external stimulus Thus

chocolates soft drin%" and potato chips are displayed in the :irana store

because shoppers may not have thought of buying them until spotting them

- Dmergency good Dmergency goods are purchased when that particular need

arises The re$uirements for umbrellas arises during the rainy season or

pullovers with the advent of winter Manufacturers of emergency goods will

place them in many outlets so as to capture the sale when the customer

needs these goods

C4&r&t#r!%t!% o8 & FMCG 8ro5 Con%u5#r%+ P#r%$#t!'#

*n FMCG is characteri7ed by a few distinct factors #y its very name on is able

to ma%e out the fact that an FMCG has a low shelf life There are a host of other

characterisitics which have considerable implications for any mar%eter These

are now briefly described

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1 Fre$uency purchase *s is obvious form the name itself" these goods leand

themselves to fre$uent purchases by the consumers * product li%e salt is

bought very fre$uently 't is an inexpensive product" costing anywhere

between ,s )22 to ,s .22 %g and is also available in almost all the corner

shops which cater to their respective neighhourhoods 't is never stoc%ed at

home beyond a level as it is easily available thus ma%ing it all the more

attractive to buy at all times and even at odd hours

) (ow involvement FMCGs are by their very nature low involvement goods

=hen a consumer wal%s into a shops to purchase a pac%et of salt or a bottle

of tomato %etchup" the consumer rarely ma%es an effort to choose the item

Dven if the consumer is aware of the various brands of that particular

product" should be brand he or she as% for not be available" the consumer

will" in most cases" ta%e what ever is offered in its place *nother factor

which wor%s in this direction is that there is offered in its place *nother

factor which wor%s in this direction is that there is usually a very large

variety of options available in these product classes +o if the brand as%ed

for is not available the consumer still has a large choice

There are a few exceptions to this rule Products li%e cigarettes" personal

hygiene products" although satisfying all the other criteria of FMCFs" are

found to command a high level of brand loyalty 3nce a consumer gets

used to a particular brand of shampoo" consumers do not easily accept any

other brand 'n the case of personal hygiene products" li%e shampoos or

sanitary towels" consumers do not li%e to change brands because it is a

matter of prior habit or personal li%ing and as such those groups of form a

very brand loyal mar%et They even go to different shops if the preferred

brand is not found at the first shop

- (ow Price FMCGs are usally low priced !owever" a consumer may

perceive an option to be high priced when tacitly compared to popular

brands For example" the most expensive toilet soap may cost ,s .24

22 Good li%e soaps" detergents" tea" potato wafers etc" are high

volume products in the low involvement category This is another

reason why consumers show a limited interest in selecting these

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Characteristics of the FMCG from Mar%eters *ngle

1 !igh volumes The mar%et for FMCGs is characteri7ed by high

volumes * medium si7es family" for example" may use two the three

ca%es of soap in a month 'f that number is multiplied by the number

of such families throughout the country" one arrives at a very large

number The phenomenon is noticed for toothpastes" fla%es" biscuits"

soaps" chewing gums and so on These goods are" therefore"

manufactured in millions of tones *s a result" if a mar%eters cannot

ensure large volume sales" the operations may not be viable

) (ow margins #ecause of the high volume and as a conse$uence of

intense competition" these products are usually sold at prices which

are very close to their production costs and the margins offered to

dealers distributors on these products are rather low +o" ma

mar%eters sets prices as low as possible and ensures turnover

through large volumes +imilarly" distributors and dealers operate in

low margins which they manage with high volume sales and $uic%

disposal of stoc%

- Dxtensive distribution networ%s Consumer preference in the FMCG

product are not rigid * consumer may as% for a brand whose

advertisement he or she has seen recently" than%s to easy recall

Osually a buyer will as% for a product and accept whatever brand is

given by the shop%eeper Dven in the unli%ely even that the

consumer does as% for a specific brand4name" in case the brand is

not available" he or she will settle for some other one 'n other

words" the notion of brand loyalty is not very prevalent among a

large section of mar%et 'n the case of impulse good consumers will

generally re$uire the product only on sight The consumer allows the

shop%eeper to decide for him 'n view of such customer behaviour

and low loyalty on the part of the dealersB it becomes necessary for

companies to ma%e sure that their product is well distributed =ith

this in mind" most FMCG companies have built up highly extensive

distribution networ%s all over the country 't is because of this

)1| P a g e


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reason that a foreign company initially tries to ac$uire another

'ndian company to have access to its distribution networ% !(("'TC"

#roo%e #ond" Colgate4Palmolive" #ritannia" Dveready" etc today

have extremely extensive distribution networ%s in 'ndia" !(( has a

very far reaching networ% in the rural mar%ets (ittle wonder then"

that (ifebuoy is the largest selling soap in the world

9 !igh stoc% turnove * characteristic feature of FMCGs is that they

have a very high stoc% turnover This is a conse$uence of the fact

that these products are bought fre$uently and a t regular intervals

'n other words" thee goods have a short shelf life +hop%eepers"

therefore" a willing to trade in these goods more readily because

they find a high stoc% turnover" which conse$uently allows them to

rotate his capital a number of times in a month or so * pouch

retailer" for example" can turn his capital over almost daily !e buys

his stoc%s in the morning and by the time he shuts at night" he has

regained his investment and more The next day" the same money is

reinvested

Gro(t4 Str&t#*!#% 8or FMCG

=e have already highlighted the fundamental characteristics of fast moving

consumer goods and their mar%ets =e shall now consider the various

growth strategies followed by FMCG companies

Typically" the success of an FMCG depends greatly on its mar%eting

strategy Typically" a mar%eter purses a wide combination of strategies For

instance" when prices are competitive the company would use an extensive

distribution networ%" design suitable advertising and sales promotion

schemes from time to time !owever" what is it that can ma%e an FMCG

brand sell more than its competitorU =hat ma%es some outstanding

brandsU !ow does a mar%eter convert a customer from buying a generic

washing powder to buying a particular brand" say +urfU 3r what ma%es

(ifebuoy a symbol of health for over a centuryU (et us now discuss various

methods employed by the companies in an FMCG mar%et

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1 Multibrand +trategy * company often nurtures a number of brand in

the same category There are various motives for doing this The main

rationale behind this strategy is to capture as much of the mar%et share as

possible by trying to cover as many segments as possible" as it is not

possible for one brand to cater to the entire mar%et This also enables the

company to loc% up more distributor shelf space

Ta%e" for example" the strategy adopted by !industan (ever They have

introduced many brands in the soaps and detergents mar%et so that no

segment is left untouched 't has &ove in the Oltra4premium segment"

(ifebuoy for the economy segment and brands li%e ,exona" (iril" (ux and (e

+ancy for the intervening segments 'n the detergents mar%ets also" +urf

itself is available in different forms4 +urf Oltra" +urf Dasywash" apart from

the generic product 't has the +urf range in the premium segment" and

=heel for the economy segment 't has thus covered itself against any form

of attac% and captured mar%et shares in every possible segment

Cadbury0s has also done something similar to their range of chocolates 't

has Dclairs" which is positioned in the economy segment" #rea% and Five

+tar" which cost less than ,s 12 each for popular categories and then it

has chocolates with fruits and nuts" crispies and other exotic combinations

which are slightly more expensive than the plain mil% chocolates *t the

premium end" Cadbury offers bigger si7es of its Ldry fruit filled range and

it also manufacturers gift boxed containing big si7ed chocolates 'n its

recent launch Per% was positioned as a snac%4food 'n this way" they are

covering many positions or usages of chocolates

*nother reason to adopt multiple brand strategy is to protect its ma;or

brand by setting up flan%ed brands +ometimes the company inherits

different brand names in the process of ac$uiring other companies and

each brand name has a loyal following *n example of this strategy in the

'ndian context would be that of Coca Cola which ac$uired Thums Op" prior

to its entry into the mar%et Today they have a portfolio of soft drin%s" each

with a substantial mar%et share

) Product flan%ing Product flan%ing refers to the introduction of different

combinations of products at different prices" to cover as many mar%et

)-| P a g e


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segments as possible 't is basically offering the same product in different

si7es and process combinations to tap diverse mar%et opportunities The

introduction of shampoos in small sachet has" for example" made them

affordable to the lower segment of consumers who previously could not

afford to spend anywhere between ,s -2 and ,s 92 for a standards bottle

of a good shampoo *lthough the sachets were initially launched to guard

the main brand surprisingly they have now become a big success among

new and small $uantity users

The idea behind this concept is to flan% the core product by offering

different variations of si7e and price so that the consumer finds some brand

to choose from +tayfree has introduced so many variations of its product

where consumers can now buy stayfree singles" doubles" compacts"

+tayfree ,egular" pac%ets of 12 or )2 sanitary towels 5ic%s" the cough and

cold relieving medicine is now available in small containers and also as

inhalers" cough drops and cough syrups They have offered a whole range

of the same product in many si7es and prices to flan% their main brand"

5ic%s 5aporub

- #rand extensions Mar%ets li%e to have a loyal consumer base so that those

particular brands en;oy high brand e$uity in the mar%et 'n such cases"

companies ma%e brand extensions in the hope that the extensions will be

able to ride on the e$uity of the successful brands" and that the new brand

will stand in its own right in the course of time *t times" the idea does not

wor% and the result is that the strong preference for the original brand

itself gets diluted in the bargain !owever" if this strategy wor%s" it has

been of tremendous value leading to the formation of a number of umbrella

brands in a variety of products #rand extension strategy offers a number

of advantages * well respected brand name gives the new product instant

recdognition and easier acceptance 't enables the company to enter new

product categories more easily * classic example of this is (ifebuoy and its

brand extensions Today this brand has a number of extensions li%e

(ifebuoy Plus" (ifebuoy (i$uid and lifebuoy Gold apart from the regular

(ifebuoy *ll these brands have been positioned at different segments

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*nother example is that of *mul =ith the success of its first product" *mul

mil% powder" the company came out with *mul ghee" *mul butter" *mul

cheese" cheese spread" etc and finally added *mul chocolates to its

portfolio

*n example of the extreme success of brand extensions is that of Classic

Milds" a brand extension of the premium cigarette of 'TC (td *t the time

when Classic Milds was launched" Classic was fully entrenched in the

premium cigarettes range and en;oyed tremendous brand e$uity =ithin a

few months of the launch" the mar%et share held by Classic began to slide

down Classic Milds became such a favourite that it cannibali7ed the sales

of its own mother brand Today Classic Milds en;oys a much higher mar%et

share than Classic which has been relegated to the number two slot

9 #uilding product line +ome companies add related new product lines to

give the consumer all the products he she would li%e to buy under one

umbrella ,evlon and #ritannia have done precisely this The former

company added related products in the cosmetics range so as to offer their

customers a one stop shop for all the cosmetic they could possibly need"

ranging form moisturi7ing creams to face scrubs and delicately shaded eye

colours ,evlon today is associated not ;ust with nail colours and lipstic%s"

but also with the entire range of ma%e4up and hair4care

#ritannia has adopted a similar strategy 't has introduced different %inds of

biscuits and ba%ed foods in the past few years #y adding a number of

flavours in each product line the company grew in the industry #uilding

related product lines is today the mar%et leader in the biscuits and related

ba%ed food products industry

. Aew product development Given the intense competition in most products

today" companies that fail to develop new products are exposing

themselves to great ris% Their existing products are vulnerable to changing

consumer needs and tastes" new technologies" shortened product life

cycles and increased domestic and foreign competition

* company can add new products through the ac$uisitions of other

companies or by devoting one0s own efforts on new product development

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=ith the help of new products a company can enter a growing mar%et for

the first time" and supplement its existing product lines Aew products

could also mean offering improved performance li%e blac% K white T5s to

colour sets or greater perceived value and replacing existing products or

relaunching old products which are targeted at new mar%et segments For

instance" transistor sets may be relaunched with a view to attract the rural

mar%et or customers who wish to catch FM programes

&ove by !(( is an example of creating an entirely new premium segment

For the first time in 'ndia" a soap with L3ne4fourth moisturi7er was offered

to the consumer 't has been positioned for the super premium segment as

a s%in care product and not as a soap &abur" on the other hand" identified

an existing consumer need and developed &abur 5ati%a !air 3il Consumer

research revealed that 'ndian ladies mixed a variety of herbs with their hair

oil before application #y adding" henna" lime" and other such ingredients

to coconut oil &abur created 5ati%a as a solution to the above need

H 'nnovations in core products 'n the FMCG mar%et" the life of a product is

short" Mar%eters" therefore" continually try to introduce new brands to offer

some thing new and meet the changing re$uirements of the customer *

consumer is also open to try out new options and" on the other hand" brand

loyal segment is persuaded to upgrade their choice !ence it is prudent for

a mar%eter to innovate from time to time both by technological expertise as

well as from the consumer0s or dealers feedbac% +uch innovations are tried

out around the core products of a company

/ (ong term outloo% Many companies adopt a long term outloo% towards

growth in an FMCG mar%et 'n the process" short term gains which might

adversely affect the long term prospects of the company are sacrificed The

historic example of this was the strategy adopted by :elloggs0 in Mexico

The concept of cornfla%es for brea%fast promoted by :elloggs0 is entirely

*merican in nature * country li%e Mexico" which is culturally and

ideologically so different from *merica" could not accept the :elloggs0

offer !owever" :elloggs0 with its long term outloo% too% )6 years before

finally brea%ing even Today it is the mar%et leader in the brea%fast cereals

mar%ets" en;oying an unparalleled monopoly

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6 =ide distribution networ% * very simple way of increasing an FMCG

company0s mar%et share is by developing a strong distribution networ%"

preferably in term of more locations 3ne of reach of the product has been

extended" it is li%ely to gain in mar%et share became of its deep

penetration *s extensive distribution system can be developed over time"

or the company may ac$uire another company which has an extensive

distribution networ% *s stated earlier" #roo%e #ond" *sian Paints"

!industan (ever" Onion Carbide have developed a good distribution

networ% This stands as the prime reason behind their mar%et leadership in

respective businesses

Monitoring the pulse of the consumers Companies spend considerable

effort to find out the whats" wheres" hows and whens of their consumers

They figure out all sorts of things about them that at latter are not even

awave of

=ell4%nown companies fre$uently underta%e mar%eting research to find out

more about their consumers and how to satisfy their needs and wants in a

better manner 't helps them to monitor the pulse of their buyers so that

they are able to identify and or anticipate the needs of the consumers and

be able to satisfy them in a better manner than the competitors

=e may cite here the famous M, study about instant coffee users =hen

instant coffee was first introduced" housewives complained that it did not

taste li%e real coffee Qet in blindfold tests" many housewives could not

distinguish between cups of instant and decoction coffee This indicated

that much of their resistance was psychological ,esearchers decided to

design two almost identical shopping lists" the only difference being that

regular coffee was on one list and instant coffee on the other The instant

coffee list was given to a different but comparable group #oth groups were

as%ed to guess the social and personal pretty much the same with one

significant difference a higher proportion of the housewives whose list

contained instant coffee described the sub;ect as Lla7y" a spendthrift and

failing to plan well for her family< These women obviously were imputing

the fictional housewife in to their own anxieties and negative images about

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the use of instant coffee The instant coffee company now %new the nature

of the resistance and could develop a campaign to change the image of the

housewife who serves instant coffee The lesson seems to be that an FMCG

mar%eter must examine the buyers mind regularly

12 *dvertising and media coverage *dvertising is re$uired to build awareness

about an FMCG or brand which is available in the mar%et but not many

people might %now about it 'nformation advertising figures heavily in the

pioneering state of a product category" where the ob;ective is to build

primary demand

Persuasive advertising become important in the competitive stage" where

the company0s ob;ective is to build a selective demand for a particular

brand Most advertising falls into this category For example" Pantene

shampoo attempts to persuade consumers that it delivers more benefits

than any other brand of shampoo Mar%eters try to established the

superiority of its brand through specific comparisons with one or more

brands in the product class

,eminder advertising is $uite common with mature products Dxpensive

four colour Coco4Cola ads in maga7ines do not have the ob;ectives of

informing or persuading buyers Perhaps it tires to remind people to

purchase Coca4Cola * related form of advertising is reinforcement

advertising" which see%s to reassure current purchasers that they have

made the right choice

The basic idea about growth through adverting by a company is to increase

mar%et share through more share of mind as more information about the

company and its products will induce the viewer at the time of actual

demand

11 +ales promotion +ales promotions offer a direct incentive to buy more in

the short term They are designed to stimulate $uic%er and or greater

purchase of particular products by consumers or the trade !owever" a few

points have to be %ept in mind They yield faster and more measurable

responses in sales than advertising does They mainly attract the deal

prone consumers who switch brands as deals become available (oyal

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buyers normally do not change their brand as a result of competitive

promotion

* classic example of sales promotion is that of the Maruti car filled with

Aescafe coffee pac%ets The consumers were given forms to fill in and

among other things were as%ed to guess the number of pac%ets of coffee

stuffed in the car The care was finally awarded to the person whose guess

was closet to the actual

Pepsi has been doing a large amount of promotions since the time it

entered 'ndia Pepsi cassettes and T4+hirts have been offered to young

people of over the country The Pepcard was the first of its %ind in the

country Promotins li%e L*ishawarya is coming to you home and LQou

could be the 1- thman with +achin Tendul%ar have all been a part of the

many innovative campaigns carried out by this company

R#%#&r4 M#t4odo.o*/

&escriptive ,esearch was done which included surveys and fact4finding

en$uiries of different %inds

+econdary data was collected from different sources such as brand e$uity"

brand reporter" web sites" etc

+tructured $uestionnaire was prepared so as to %now consumer buying

behavior

Graphs and diagrams were drawn out of the data analysis

S&5$.# S!9#" ,:; R#%$ond#nt%

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F!nd!n*% An&./%!%

1 =hich of the following Mother &airy brandsproducts are you aware ofU

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*wareness about daily products is higher than other products #ut as all the

products are sold through company franchised outlets most of the respondents

were aware of the products of M&'(

) !ow often do you consume Mother &airy ProductsU

&aily 3ccasionally Aever

1.2 2 2

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*ll

the

products of M&'( are consumed on daily basis by respondents that includes mil%"

curd" butter etc

-)| P a g e

150

0

0

0 20 40 60 80 100 120 140 160

Daily

Occasionally

Never

Dail y O cca sion ally Ne ve r


33/45

- !ow often do you purchase the Mother &airy productsU

&aily 3nce a wee% Fortnightly

Mil% Products 1.2 4 4

5egetables /6 )1 ))

Fro7en Products 16 - )1

8am" Pic%les" etc 4 4 66

The purchase fre$uency of the respondents in shown in above graph it0s the

highest for mil% products M&'( is %nown to be a mil% products company

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9 Factors you consider while purchasing a Mother dairy products

,*A: T!DM *CC3,&'AG Q3O, P,'3,'TQ

Pac%aging Juality #rand +helf (ife Price *vailability

6 19- 19. 11) 61 11/

The

above bar graphs list the factors that matter the most in affecting the purchase

decision of respondents

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. (isted below are statements about shopping behavior for Mother &airy ProductsPlease chec% one box for each statement to indicate the extent to which you agreeor disagree with each statement

*gre

e

Aeither

*gree Aor

&isagree

&isagre

e

' buy the products ' li%e" regardless of other

available brands

1)1 )

' buy new products only when they are well

accepted

)6 / ).

' am not as concerned about other products

as ' am about price and $uality

191

' prefer to buy %nown brands rather than ta%e

a chance on something new

1.2

' am confident that ' have good choice for

consumer products

1.2

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H =ho influence you to purchase the brandU

Family Friends *dvertiseme

nt

+elf 3ther

19. 1 /6 6

*s evident from above the influence of the family members is the highest

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/ 'n which media you have seen the advertisement of Mother &airy productsU

T5 Maga7ine #illboard and

hoardings

Aewspape

r

'nternet 3ther

6H 1) 1- )1 2 16

Mother &airy ads are mostly visible on T5 followed by Aewsppaer

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6 =hich of the following would affect you choice of Mother &airy ProductsU

Ao effective at all *ffecting the most

Juality 1.2

Price 9 121

Promotional

campaigns

H 61

The most important factor affecting the buying decision for M&' products is $uality

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,D+P3A&DAT P,3F'(D

Marital status

+ingle Married

11 1-

Dducational 'nformation >tic% one@

+chool ++C!+C Graduate Post4graduate

6 9/ /H 1

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3ccupation >tic% one@

Monthly !ousehold 'ncome

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R#o55#nd&t!on%

Maintaining #rand image re$uires efforts in maintaining high $uality

products across the entire brand portfolio 'n this regard it is recommendedthat M&'( maintains the brand image through $uality" price" availability and

finally pac%aging

M&'( has all the available resources in terms of outlets" distribution networ%

and products but it needs to improve on its brand image through

advertisements for its products that are not consumed on daily basis

M&'( should improve on its brand image for 'ce Creams in regards to

increasing competition from :wality" 5adilal and others because the product

has high potential in the mar%et because of its $uality and price

M&'( should target to use umbrella branding for increasing awareness about

its complete product range most importantly for products li%e fro7en

vegetable" ;uices" pic%les" etc

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Con.u%!on

The most common reason for failure is that the mar%eters launch products" which

are" simply clones of brands already in the mar%et These new products failed to

stand out in crowd 'n fact" often lac% of imagination prevents mar%eters to create a

significant difference with the existing options For example Airma #ath was

launched a few years ago in competition of lifebuoy The brand was ;ust me4too

offering K had nothing new to offer to consumer K attempted to cash in on run4

away success of Airma washingPowder which had stormed the 'ndian detergent

mar%et

Price E convenience e$uation Many new pac%aged food products come into mar%et

on convenience platform That is" the consumer can get rid of some tedious chores

simply by paying little more price for the product The point to calculate here is"

;ust how much will a customer pay for the product The point to calculate here is"

;ust how much will a customer pay for the convenience 'f the convenience4price

ratio is not right" the new product has little chance to succeed

*ll +easons Foods0 Pac%age chatni K sambarsfailed as a result of getting this

convenience4price ratio wrong The basic idea behind the chatni K sambhars was

right *ll +easons calculated that housewives would be only too glad to snap up

pac%aged sambars K chatnis if a company with good credentials sold them

The company bought a state4of4the4art plant from O+ to produce the proper $uality

K taste #ut the product failed to ta%e off The reasonB the products were

prohibitively priced * chatni bottle half the si7e of a %etch4up bottle cost twice as

much For most housewives" that did not ma%e any sense * tomato %etch4up too%

hours to prepare" K most housewives were only too glad to get it in pac%aged form

* sambar or chatni re$uired far less effort to coo%" K paying a premium for a

bottled version was really worth the effort

Positioning 'mproper positioning sometimes brings disasters

For example Mil% food Qogurt Mil%food was a successful icecream in Aorth 'ndia

!owever when the company decided to ma%e this line extension through Mil%food

Qogurt" it did not succeed The problem was that it was never clearly

communicated what the yogurt was all about The advertising pro;ected it as a

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superior form of curd" but consumers mistoo% it as a novel form of ice cream The

Mil%food name >associated with icecream@ was there on pac%aging as large as life

The yogurt cost ,s..2 K ,sH.2 for different variants >against a 5anilla cup of

same si7e which came for ,s9@ The end result was that the consumer refused to

pay the premium Prices were slashed to ,s." but it did not help

&istribution Channel *nother ma;or reason why new product

3ften fail in the mar%et is improper understanding of the distribution channel *

manufacturer often chooses distribution channel which he is familiar with4not one

which is suited for the product

For example ,uffles Chips Pepsi0s ,uffles chips also failed due to lac% of

distribution support Pepsi could not convenience to distributors to carry this

product through =hile their soft drin%s could hold out" their chips got crushed K

mangled

'mproper Pricing +uccess of a new brand depends to a large extent on initial price

setting The popular saying that one must get value for one0s money" because

when the consumer has inclination to buy new offering" there should be a clear

benefits

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R#8#r#n#%

V Grice" !P >)22@(ogic and Conversation" Cole" P" Morgan" 8( >eds@

+yntax and +emantics ''' +peech acts" Aew Qor% *cademic Press" pp 914

.6

V Tana%a" : >)212@ *dvertising language * Pragmatic *pproach to

*dvertisements in #ritain and 8apan" (ondon ,outledge

V +perber" &" =ilson" & >)22@ ,elevance Communication and Cognition"

>revised edition" 1.@" 3xford #lac%well

V Carston" , >)212@,elevance Theory and the +aying'mplicating

&istinction" (anguage and Communication" )2" 6/412-

V Carston" , >)21)@(inguistic Meaning" Communicated Meaning and

Cognitive Pragmatics" Mind and (anguage" 1/14)" pp1)/4196

V &ia7 Pere7 F8 >)22@ L+perber and =ilson0s ,elevance Theory and 'ts

*pplicability to *dvertising &iscourse Dvidence from #ritish Press

*dvertisements *tlantis" vol WW'')&ec" pp-/4.2

V &ie7 *rroyo" Marisa >)211@ L(exical *mbiguity in *ds" Dstudios 'ngleses

de la Oniversidad Complutense" -" pp16/4)22

V &ie7 *rroyo" Marisa >)212@ 'nterpretation and Garden4Path Dffect"

Pragmalinguistica" .4H" pp.411/

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V *rgan" MB 5elioglu" MA K *rgan" MT >)22/@ *udience *ttitudes

Towards Product Placement in Movies * Case from Tur%ey 8ournal of

*merican *cademy of #usiness" Cambridge" 11>1@" March" 1H141H6

V #alasubramanian" +: >19@ #eyond *dvertising and Publicity !ybrid

Messages and Public Policy 'ssues 8ournal of *dvertising" )->9@" )49H

V *ngeli$ue" C >)22)@ XTourism on standby for #ollywood boomI The

Guardian online H May *vailable from

httpwwwnytimescomhighbeamhtml

Sales Influence on Consumer Behavior

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