Marketing Project

Identification Of Information Sources, Customer Is Using For Any Product Of Which Is On Lower Side(Repeated Purchase, FMCG Goods) Compare With Durable Products (Purchased Not Frequently, Price Value Is Generally High).Give Importance To Information Sources

Submitted to

Submitted By

DEPARTMENT OF MANAGEMENT STUDIES, NATIONAL INSTITUTE OF TECHNOLOGY, DURGAPUR

Marketing Project

Percentage of Durable Goods Customer Opted

FMCG Goods Durable Goods

35.51%

30.84% Deodorant Toothpaste Washing powder 30.84% 28.97%

17.76% Wrist Watch 22.43% Bike/Scooty Laptop Formal Dress

10.28%

23.36%

Bathing Soap

Source of information of FMCG & Durable Goods

60 50 40 30 20 10 0 54 38 20 13 16 34 17 11 23 69 FMCG (Product A) Durable (Product B) Column1

Satisfaction count for source of information (FMCG Goods)

70 60 50 40 30 20 10 0 15 7 32 33

61 59

55 51 434142 31

49 32 25 22 14

Newspaper Hoarding T.V/Radio Word Of Mouth Internet Sales staff

30

Convincing

Marginal

Not Up to the mark

Marketing Project

Satisfaction count for source of information (FMCG Goods)

70 70 60 50 40 30 30 20 10 10 0 Convincing Marginal Not Up to the mark 46 38 35 32 27 21 28 25 40 40 47 44 42 37 30

Newspaper Hoarding T.V/Radio Word Of Mouth Internet Sales staff

Ranking of source of information (FMCG Goods)

45 40 35 30 25 20 15 10 5 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 7 5 1 18 16 12 17 16 14 14 11 36 34 32 29 23 23 24 18 16 16 14 12 9 10 7 24 18 15 12 19 14 Newspaper Hoarding T.V/Radio Word Of Mouth Internet Sales staff

42

35

16 11

Marketing Project

Ranking of source of information (Durable Goods)

60 52 50 38 34 30 21 20 12 10 9 14 10 3 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 18 19 14 1514 2727 23 20 13 9 21 2020 17 29

40

Newspaper Hoarding T.V/Radio Word Of Mouth

20 15 8 17 13 12 9

18 15 8 7

Internet Sales staff

Usage of internet for verification

80 73 70 60 52 50 Product A 40 30 20 11 10 0 Most Often Often Rarely 28 23 27 Product B Column1

Marketing Project

Credibility of source of information

90 80 80 70 60 50 Product A 40 30 20 10 0 Yes No 27 23 Product B 84

Frequency of touch with the sources of information

100 90 80 70 60 50 40 30 20 10 0 Most Of the time Somewhat Rarely 9 8 38 29 31 32 19 37 41 38 29 40 67 67 Newspaper/Magazine 52 T.V/Radio Word of Mouth Hoarding Internet Sales staff

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Conclusion
We can as a marketer, from collected data can conclude that for any FMCG Product most preferred source of information is T.V. followed by Newspaper and Internet .In FMCG goods, there is low risk due to less financial involvement and also while doing purchase of FMCG product consumer is in milder search state, which is called heightened attention. Here the person simply becomes more receptive to information about the product. So they mainly take information from T.V./Radio While in case of Durable product customer go for active information search such as reading material, phoning friends, going online and variety stores to learn about the product. Due to high financial involvement, there is more risk in purchasing durable goods. To reduce the risk people try to get more information about the product, which can be easily provided in internet, newspaper and through word of mouth. Consumers are less influenced by the factors like hoardings and sales staff as per the data collected by us. As in the advance era, people generally surf internet to get wide variety of information about the product.