impact of advertising

Topics: Marketing, Brand, Fast moving consumer goods Pages: 28 (5695 words) Published: February 4, 2014


Project Topic -

Impact of Advertising
on
The Buying Behavior
of Consumers for FMCG
SESSION:2008-2009
Under the Guidance of: Submitted By:
Mr. Ashish Saxena Narendra Kumar
Project Guide B.B.A.(VI Sem.)

ACKNOWLEDGEMENT

This work bears the imprints of many persons whose valuable assistance and insightful suggestions have made this project worthy. With sincere thoughts and deep sense of gratitude, I would like to take this opportunity to express my sincere to thanks to our Mr. Ashish Saxena, whose able guidance helped to me to give the present shape of the project. I feel immense pleasure in extending my gratitude to all for motivating me for completing my project. I shall ever remain grateful to all for motivating me for completing my project. I shall ever remain to all of them for there wishes ,which inspire me to come out with flying colors in the path of honesty and humanity. I am also thankful to my parents who has helped me. Present work would not have been possible without their kind support.

Narendra Kumar

TABLE OF CONTENTS

S.No.
Topic
1
Certificate
2
Declaration
3
Introduction & Topic Exploration in Depth
4
Study Profile
5
Research Objective
6
Research Methodology
7
Research Design
8
Data Collection Method
9
Sampling Scheme & Sampling Size
10
Limitations
11
Field Work
12
Tabulation / Charting
13
Findings
14
Suggestions
15
Conclusion
16
Annexure –

Tables
Questionnaire

17
Bibliography

CERTIFICATE

This is to certify that all relevant work pertaining to presented miniature project on : " Impact of Advertising
on
The Buying Behavior
of Consumers for FMCG"

was completed by Narendra Kumar, He has done hard work to complete the project. His work is absolutely original in nature.

Ashish Saxena
Project Guide

DECLARATION

This is for general declaration purposes only that all relevant work pertaining to presented miniature project on : " Impact of Advertising
on
The Buying Behavior
of Consumers for FMCG"
has been solely completed by me. Besides unavoidable links to certain references the overall work is absolutely original in nature.

Narendra Kumar
(Enrolment No.: )

INTRODUCTION
&
In-Depth Topic Exploration
INTRODUCTION
&
in-Depth Topic Exploration

Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods.FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. FMCG products contrast with durable goods or major appliances such as kitchen appliances, which are generally replaced less than once a year. In Britain, "white goods" in FMCG refers to large household electronic items such as refrigerators. Smaller items such as TV sets and stereo systems are sometimes termed "brown goods". Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return.

A major portion of the monthly budget of each household is reserved for FMCG...
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