AREA OF PROPOSED RESEARCH:

We are going to conduct research on consumer behavior in fast moving consumer goods which
are called as”FMCG’S”.

TITLE:
The title of our research is “CONSUMER BUYING BEHAVIOR IN FMCG’S SECTOR”

INTRODUCTION:
Consumer Behavior focuses on how the consumer makes decisions to spend their available
resources on consumption-related items. It includes what the consumer buy? When they buy it?
Why the buy it? Where they buy it? How often they buy? How the evaluate? How they dispose?
All consumers are unique and their choices vary. It is hard to satisfy every consumer with same
product. Consumer Research makes the marketer enable to predict or anticipate consumer’s
needs and offer them suitable products. So in buying the daily products that come in FMCG’s we
want to know that how many times consumer demand for same product and which quality (i.e.
packaging, advertisement, price, etc….) they seek while buying the product.

As we have mentioned the term FMCG’S, so it is important to know the details regarding this
term which is discussed as follows:

Fast moving consumer goods:

A type of good that is consumed every day by the average consumer. The goods that comprise
this category are ones that need to be replaced frequently, compared to those that are usable for
extended periods of time. While CPGs represent a market that will always have consumers, it is
highly competitive due to high market saturation and low consumer switching costs.

Definition:
Fast moving consumer goods (FMCG) – or Consumer Packaged Goods (CPG) – are
products that are sold quickly and at relatively low cost.

Example:
Examples include non-durable goods such as soft drinks, toiletries, and grocery items.
Scope:
FMCGs have a short shelf life, either as a result of high consumer demand or because the
product deteriorates rapidly. Some FMCGs – such as meat, fruits and vegetables, dairy products
and baked goods – are highly perishable. Other goods such as alcohol, toiletries, pre-packaged
foods, soft drinks and cleaning products have high turnover rates.

Characteristics:
The following are the main characteristics of FMCGs

Consumers' perspective:
○ Frequent purchase

○ Low involvement (little or no effort to choose the item -- products with strong
brand loyalty are exceptions to this rule)

○ Low price

Marketers' angle:
○ High volumes

○ Low contribution margins

○ extensive distribution network

Importance:
Fast moving consumer goods are important so far as you want to live the life you live now.
FMCG's are all the things you buy regularly and probably don't give much thought to.
Toilet paper, soap, washing powder etc are thing you use all the time in your daily life and need
to replace regularly, hence the 'fast moving'.
FMCG's are important because we all use them and all buy them all the time. so the importance
of FMCG’S cannot be ignored.

Research objectives:
AS we have discussed in detail regarding the definition, examples and its importance in our daily
life so now it is important to discuss our research objectives that what we want to know and
attain after conducting this research. Moreover we want to know all these things through market
perspective in PERSONAL CARE PRODUCTS AND BEVERGES.
List:
This research will fulfill our following objectives:

• Consumer attitude formation

• Changes in attitude of consumer
• Decision making process
• Personality of consumer
• Frequent purchase decision of consumer
• Consumer motivation
• Communication and consumer behavior

Research Question
➢ Which factors affect consumers buying behavior in fmcg’s, either consumer make
impulse buying or planned purchase?

Factors affecting buying behavior

• Packaging
• Price and discount
• Advertising and sales promotion
• Emotional attachment
• Company/brand name
• Income
• Word of mouth communication
• Random buying

Research Methodology
Research methodology is divided into two stages in order to obtain the objectives

1. Collecting data regarding the potential customers through outlets (secondary source)
2. Collecting the primary data directly from customer through questionnaire (primary
source)
Research Design
Universe of study: Population of Multan who visit retail stores like food festival, ideal
bakers, Prince departmental store etc

Sampling design: Sampling units: FOOD FESTIVAL, SHANGRILLA BAKERS, IDEAL

BAKERS

Sample size: Sample size of 80 to 100 customers

Sampling technique: Samples for the study are chosen by Random sampling due to
time and cost feasibility. Interacted with the customers at random on one to one
interaction to gain the information.

Data collection
Primary data will be collected with the help of structured questionnaire.

Consumer Behavior
 RESEARCH PROPOSAL

“CONSUMER BUYING BEHAVIOR IN FMCG SECTOR”

Submitted To: Mrs. Bushra Baig

Submitted By: Anum Khan MB-S1-09-001

Bushra Ahmad Hashmi MB-S1-09-081
MBA (1) Morning
4th semester