PROJECT PROPOSAL

TITLE OF THE PROJECT

“Understanding the purchase behaviour of consumers during

purchase of FMCG products (Home and Personal care products)
with special reference to Bhubaneswar city.”

SUBMITTED BY:

Name: Ayush Anshuman Mishra

Roll no: 19PGDM-BHU015
Batch: 2019-21

SUBMITTED TO:

Programme Office, IMI Bhubaneswar

 PROBLEM STATEMENT
The consumer goods industry is operating in a highly competitive, complex and rapidly changing
business environment. Business leaders of consumer durable white goods organizations know their
importance of having ready to access timely, accurate, consistent information and data for the purpose of
establishing, nurturing and managing customer relationships across divisions. The paper deals with the
study on purchase behaviour of consumer goods in Bhubaneswar city with reference to various brands.

LITERATURE REVIEW
The literature review is a significant step in each and every research process. Review of earlier studies
discloses the works and studies done by individual researchers and institutions help to establish further
the need for the study. The previous studies identified important gap that will be explored in this thesis.
In this research special attention being given to the marketing strategies adopted by the manufacturer for
effective reach. The present research has covered the Consumer Behaviour towards consumer goods in
general but no study was made in purchase Behaviour towards consumer goods in Bhubaneswar city.

NEED FOR THE STUDY

The country is witnessing the creation of many new markets and a further expansion of the existing ones.
With over 500 million people moving up from the category of rural poor to rural lower middle class
between 2007 and 2017, rural consumption levels are expected to rise to current urban levels by 2020.
Consumer goods are intended to tolerate regular usage for few years or longer before replacing the
required consumer product. Every household contains many items that may be properly considered to be
of a fast-moving consumer good in nature. A combination of consumer depends upon lifestyles; income,
product awareness and pricing have been instrumental in changing the pattern and amount of consumer
expenditure leading to strong growth of consumer goods industry. Due to demographic; socio -economic
and cultural status of impact the buying behaviour of consumers. It is fact that in these aspects the
differences are decreasing progressively. Till these differences remain, the groups require different
treatments. These allied questions call for scientific enquiry to find out the prospects of consumer
behaviour towards goods.
 SCOPE OF THE STUDY

The study aims at focusing study on purchase behaviour of consumer goods in Bhubaneswar city. Scope
of research is restricted to few products such as soap, shampoo, toothpaste, detergent, deodorant. Hence,
it is necessary to concentrate on consumer’s perception, consumers‘pre-purchase and post-purchase
behavioural activities. There are many sides of consumer behaviour that possibly need elaboration and
how ever this study concentrates on individual consumer purchase behaviour regarding the purchase of
consumer goods already stated. This research study is exploratory in nature.

OBJECTIVES OF THE STUDY

The specific objectives of the study are: -

1. To analyse the factors influencing consumer’s perception towards purchase behaviour of

consumer goods in Bhubaneswar city.
2. To find out the ways through which consumer durable company could increase their coverage in
Bhubaneswar.
3. To forecast the future trend of consumer goods in Bhubaneswar.

RESEARCH METHODOLOGY

The study is based on both primary and secondary data. The primary data is where collection will be
done directly from the sample of consumers through interview and questionnaire. The secondary is data
related to the study where there will be collected from books, journals, research articles, magazines,
reports, newspapers and websites.