“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT POWDERS

IN TIRUR LOCALITY”.

“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG

PRODUCT MORE SPECIFIED ON DETERGENT POWDERS IN
TIRUR LOCALITY”.
Project submitted in partial fulfilment of the
Requirement for the award of Degree

MASTER OF BUSINESS ADMINISTRATION

OF
BENGALUGU NORTH UNIVERSITY

Submitted By
MR. ADHIL SADIQUE
Reg No. P19BU21M0005

Under the guidance of

PROF. SUMANTH M G
Assistant professor
Department of MBA

KOSHYS INSTITUTE OF MANAGEMENT STUDIES

BENGALURU NORTH UNIVERSITY

2021 -2023

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“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT POWDERS
IN TIRUR LOCALITY”.

COLLEGE CERTIFICATE

This is to certify that the project work titled “A STUDY ON ADVERTISING EFFECTIVENESS
OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT POWDERS IN TIRUR
LOCALITY”. submitted to Bangalore north university Bangalore in the partial fulfilment of the
requirement for the award of the master of business administration is a record of the original work
done by Mr. ADHIL SADIQUE ( Reg no : P19BU21M0005) under supervision and guidance of
PROF SUMANTH MG, Assistant Professor, Department of MBA , KIMS. It is their original
work and it has not been previously submitted for the award of any degree and diploma.

Dr. P SUDARKODI Dr PRAKASH B NAYAK

(Head of the Department) (Director)

Place: Bangalore

Date:

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IN TIRUR LOCALITY”.

DECLARATION

I, ADHIL SADIQUE, Third Semester MBA Student of KOSHYS INSTITUTE OF

MANAGEMENT STUDIES do hereby declare that this project work entitled “A STUDY ON
ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED
ON DETERGENT POWDERS IN TIRUR LOCALITY”. Under the guidance of PROF.
SUMANTH M G Assistant Professor, Department of MBA, is the result of my original work.
The study was undertaken fulfilment of the requirements of the degree of MASTER OF
BUSINESS ADMINISTRATION by BANGALORE NORTH UNIVERSITY. This work has
not been the basis for the award of any Degree/Diploma or other similar title to any candidate of
any other university.

PLACE: BANGALORE ADHIL SADIQUE

Date: P19BU21M0005

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IN TIRUR LOCALITY”.

ACKNOWLEDGMENT

First of all, I remain thank full to the God without which I could not have completed the work
successfully,

My deep sense of gratitude to our beloved director DR. PRAKASH B NAYAK for his support and
encouragement,

I extend my sincere to DR. SUDARKODI P HOD OF MBA KOSHYS INSTITUTE OF

MANAGEMENT STUDIES who gave me an opportunity to conduct the study.

I am very much thankful to my internal guide PROF SUMANTH MG Assistant Professor of

KOSHYS INSTITUTE OF MANAGEMENT STUDIES for the guidance and her valuable
suggestions in this study.

I am extremely happy to point out the love and support of my parents that energized me to complete this
study. I also extend my wholehearted gratitude to all those who have directly and indirectly helped me
during the course of work.

Finally, I would like to thanks my entire dear and nearest person who directly and indirectly supported
and encouraged for the completion of the project.

ADHIL SADIQUE

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IN TIRUR LOCALITY”.

INDEX
SL.NO CHAPTER NAME PAGE NO

1 INTRODUCTION 8

2 RESERCH METHODOLOGIES 29

REVIEW OF LITERATURE 40
3

4 ANALYSIS & INTERPRTATION 45

5 FINDINGS, SUGGESTIONS AND CONCLUSION 63

6 BIBILOGRAPHY 66

7 APPENDIX 69

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IN TIRUR LOCALITY”.

LIST OF TABLES

TITLE PAGE NO.

TABLE NO

1 Table showing gender wise classification

46

2 Table showing age wise classification.

47

3 Table showing use of detergent powder

48

4 Table showing the awareness about FMCG products.

49

5 Table showing mostly preferred buying products.

50

6 Table showing mostly preferred brand classification.

51

7 Table showing purchase of detergent powder.

52

8 Table monthly expense depend on detergent powder.

53

9 Table showing satisfaction level of price and quantity.

54
10 Table showing advertising of the detergent powder is trustful 55
Table showing fragrance of detergent powder.
11
56
Table measuring the effectiveness of detergent powder.
12
57

13 Table showing quantity of detergent used in a month.

58

14 Table showing purchasing place of detergent powders.

59
Table showing purchasing place of detergent powders.
15
60

16 Table showing any problems while using the products.

61
Table showing the difficulties to using detergent powder.
17
. 62

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IN TIRUR LOCALITY”.

LIST OF CHARTS
TABLE
TITLE PAGE NO.
NO

1 Chart showing gender wise classification

46

2 Chart showing age wise classification.

47

3 Chart showing use of detergent powder

48

4 Chart showing the awareness about FMCG products.

49

5 Chart showing mostly preferred buying products.

50

6 Chart showing mostly preferred brand classification.

51

7 Chart showing purchase of detergent powder.

52

8 Chart monthly expense depend on detergent powder.

53

9 Chart showing satisfaction level of price and quantity.

54
10 Chart showing advertising of the detergent powder is trustful 55
Chart showing fragrance of detergent powder.
11
56
Chart measuring the effectiveness of detergent powder.
12
57

13 Chart showing quantity of detergent used in a month.

58

14 Chart showing purchasing place of detergent powders.

59
Chart showing purchasing place of detergent powders.
15
60

16 Chart showing any problems while using the products.

61
Chart showing the difficulties to using detergent powder.
17
62

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IN TIRUR LOCALITY”.

CHAPTER 1
INTRODUCTION

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1.1. INTRODUCTION

This project is mainly focuses on the topic “A STUDY ON ADVERTISING

EFFECTIVENESS O F FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”. The goal of all organization are to makes profits and a
merchandising concern can do that by increasing its sales at remunerative prices. This is
possible, if the product is extensively graceful to be the final consumers, channel members and
industrial users and through persuasive arguments. it is persuaded to buy it. Publicity makes a
thing or an idea known to people. It is a general term indicating efforts at mass appeal. As
personal stimulation of demand for a product service or business unit by planting commercially
significant news about it in a published medium or obtaining favorable presentation of it upon
video television or stage that is not paid for by the sponsor. On the other hand, advertising
denotes a specific attempt to popularize a specific product or service at a certain cost. It is a
method of publicity. It always intentional openly sponsored by the sponsor and involves certain
cost and hence is paid for. It is a common form of non- personal communication about an
organization and or its products idea service etc. that is transmitted to a target audience through
a mass medium. In common parlance the term publicity and advertising are used
synonymously. Advertising plays an important role in the process of moving the goods from
the producers to the consumers. With mass marketing to distribute the output of production,
the GDP may increase to a considerable extent. Advertising helps to increase mass marketing
while aiding the consumer to choices and preferences from amongst the variety of products
offered for his selection and option. It was only in the latter half of the 19th century, that mass
advertising, as we know it today, came into being. Mass production became a reality, and
channels of distribution had to be developed to cope with the physical movement of goods,
creating a need for mass communication to inform consumers of the choices available to
them. We are all influenced with advertisements in our day to day life. Advertising is one of
the most influential tools of sales promotion which help the sellers in introducing new products,
and increases the sale of existing products by entering into Advertising communicates vital
information regarding the firm, its product qualities and the place of availability of its products
to the prospective as well as existing buyers by this means helping Whether it is brands,
companies, personalities or even voluntary or religious organizations, to communicate with the
target audience.
The most commonly used are those relating to advertising and brand awareness. Building brand
awareness is the way of ensuring potential customers know the categories in which the brand.

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Their equity model, and then all other brand objectives build on it. Many authors support the
association between brand awareness and buyer behavior in their study. Fast moving consumer
goods are mainly cheap and wide usable. Hence it has a significant usage in the daily life.
Indian industry is a fast-developing industry. Fast moving consumer goods (FMCG) are more
in demand and frequently purchased by consumers buy at regular intervals in small quantities.
Every family spends large portion of monthly budget on FMCG products. Contribution of
FMCG sector in every economy is significant. Now, Due to globalization, every economy is
facing tough competition. Entries of MNCs and cheaper import have made the situation more
difficult. To carry out the business in this Sector. It has become very difficult. Every company
has to spend a large portion of their budget on promotional efforts. Advertising developed
mainly in twentieth century. The development of technology and research brought
sophistication in advertising in recent decades. It has developed significantly after Second
World War. After 1950, television became the important medium of advertising. Advertising
business changed with the business environment. It is rarely a stable business. At present in
India the advertising business is booming. There are now many advertising clubs and
advertising agencies in India. Advertising is an important form of communication and its basic
responsibility is to deliver the message to the target audience. It is a very important tool of
promotion.

RESEARCH PROBLEMS

Fast changing technology and new market situations have forced businesses to be more innovative
and apply strategy of change with continuous innovations of their products. FMCG is one of the
sectors where strategic innovations are easier and faster to copy. The FMCG market has changed
with the advent of innovative products. It has emerged as a fast, customized and large market. The
FMCG sector is one of the most active users of marketing. Changes in the marketing environment
have generated a need to reconsider the marketing perspectives of FMCG business. The
competition in the industry is increasing progressively and it is getting more and more difficult to
reach and influence consumers. Because of this intense competition, both small and large
companies need to ensure that they are ahead of the competition. Therefore the current study
entitled “A comparative study of marketing strategies of FMCG in Tirur Region” tries to cover all
the above mentioned research issues in detail in the Tirur Region of Kerala.

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POWDERS IN TIRUR LOCALITY”.

1.3 OBJECTIVES OF STUDY

 The main objective is to study Advertising Effectiveness of consumers

 To analysis the influence of Advertisement among consumers.

 Comparison between two brands and its effects

 Study about consumers awareness on FMCG

 To identify the impact of FMCG product advertising towards brand awareness

 To provide suitable suggestions for the advertising effectiveness and brand awareness
of FMCG products

 To study the influence of media exposure on personal demographic factors

1.4 SCOPE OF THE STUDY

This study helps the Effectiveness of Advertising on FMCG products. Consumers are aware
about the Products Brands, Quality and Quantity. To find the advertising on FMCG products
is how much influencing to consumers desire.

1.5 NEEDS AND SIGNIFICANCE FOR THE STUDY

Tough competition is being faced across the global market. It has become very important to
communicate to target customers regarding their products and service feature. Adverting is a
tool of marketing communication or promotion. It contributes in growth of the business.
Buying behavior of the consumers differs greatly for the products and services. Their
understanding of the brands and the marketers‘ knowledge of consumers‘ interest, motivation
or arousal facilitates the need for this study. Everywhere television, radio, newspaper, magazine
and billboards through which advertisement reach us. The FMCG industry Companies are

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POWDERS IN TIRUR LOCALITY”.

trying to increase their Advertisement expenses to increase the growth of the company affecting
the overall sales and increase in the profit. The study is relating to advertising effectiveness and
brand awareness among the consumers in FMCG sector in India.

The study will evaluate the impact of advertising effect on sales of FMCG detergents, including
its degree and nature. This research will assist firms to understand the nature and importance
of an appropriate advertising program, and to choose the right media mix, a particular place
and time. The research will emphasis the need for advertising agencies to be objective in the
selection of advertising channels.

1.6 LIMITATIONS OF THE STUDY

 Lack of awareness

 Lack of reliable information

 Some respondents did not answer all questions

 Limited scope

 Lack of existing data

 Lack of control

 Lack of generalizability

 Dependence on existing data

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1.7 INDUSTRIAL PROFILE

DETERGENT PRODUCTS

The Indian detergent market is largely divided into two markets of organized and unorganized
players. The main products sold here are the detergent bars, detergent powder & liquid detergent.
The major proportion of the Indian market lies in the rural area in which people are less aware of
the brands buys from general retails and is also highly price sensitive. Moreover, they can easily
switch to another product if it is being offered at a lower price. Hence, price competition is a major
factor in the Indian Detergent market. On the other side, urban people are educated and are aware
of the trends, brands and fabric hygiene. Furthermore, they also purchase detergents from multi-
brand retails and e-commerce. Hence, the premium detergent products such as washing machine
powders and liquid detergents were developed targeting the urban audience.
The Indian Detergent market has always seen substantial growth and is expected to grow with a
compounded annual growth rate (CAGR) of more than 9%. The Surf brand of Hindustan Unilever
Limited claims to be the first brand of the market but soon with the introduction of indigenous
brands such as Nirma and Ghari, the global leader lost its shares in the Indian market. The
indigenous brands Nirma and Ghari pinched the empathy of Indian consumers and started making
available detergent powder in the Indian market.
However, Nirma lost its share brands such as Rin, over the Ghari Detergent and the brand Ghari
by Rohit Surfactants is currently leading the Indian Market with the highest market share. The
liquid detergent was brought by HUL in the year 2013 under the brand name of Surf Excel.
Other price-friendly Active Wheel, Tide, etc. came into the market with their pricing strategies.
The detergents are made available to the end consumer through mainly three sales channels -
General retail, Multi-brand retail and online retails. The rural market has only general retails
which restricts the people to have only one buying option. But the urban people enjoy various
discounts and festive offers given by Multi-brand and online retails. The major working chain in
Indian multi-brand retail are Big Bazaar, D mart, Bansal, etc. and e-commerce such as Amazon,
Flipkart, etc. India Detergent Market (Powder, Bar, Liquid) Outlook, 2027-28 offers a variety of

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detergents in different size and packaging.

To gain consumer satisfaction, the brands campaign their products for trials and attract
consumers by catchy taglines such as Pehle istamaal karein fir vihwas karein by Ghari detergent,
sabki pasand Nirma by Nirma, Kyun? chaunk Gaye? by Tide and detergent brand Surf Excel's
Daag ache hain. Brand representatives also visit various houses and demonstrate their product
claiming to give the ultimate wash satisfaction. They also offer free trial pouches attached to
other products to let people test for the first time. The prominent players in the Indian detergent
market are Rohit surfactants, Hindustan Unilever Limited, Procter & Gamble, Jyothty
Laboratories and Nirma Limited.
Detergents, as a constituent of the overall FMCG industry, accounts for a near 12% of the total
demand for all FMCG products estimated at over Rs. 530 bn. Detergents, chemically known as
alfa olefin sulphonates (AOS) are used as fabric brightening agent, anti-deposition agent, stain
remover and as a bleacher. A major input for the production of detergents is a petrochemical,
Linear Alkyl Benzene (LAB), while soaps rely more on an inorganic chemical, caustic soda, as a
major input.
The overall market for detergent is growing with a CAGR of 13.06% from the last five years. the
detergent market in India is expected to grow from INR 151.89 bn in 2015 to INR 243.04 bn by
2020 at a CAGR of 9.86%. The demand for detergents has been growing at an annual growth rate
of 10 to 11 per cent during the past five years. Where an urban consumer prefers washing powder
and detergents, a rural consumer is more inclined towards washing cakes and bars. But, over the
last few years.
At present, the size of the Indian FMCG market is estimated to be Rs 125,000 crore and is growing
at the rate of 12 per cent yearly. According to an industry reports, the sector is expected to grow
by up to 17 per cent annually to touch Rs 400,000 crore by 2020.
The per-capita consumption rate of detergents in India is 2.7 kg per annum and this market is
expected to grow at the rate of 7 to 9 per cent per annum in terms of volume. The penetration level
of detergent bars and powder in India is higher as compared to the urban market. The use of certain
chemicals and other toxic elements in detergents can potentially deteriorate purchase intent, which
can hamper market growth.
Due to rapid urbanization, the emergence of small pack size and sachets, the demand for this
product is flourishing. In addition, an increasing per capita income helps to boost the purchasing
capacity of the population. Furthermore, a wide range of available choice, health awareness and
hunger for good living are other reasons for the growing demand for detergent powder.

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“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”.

Detergents, as a constituent of the overall FMCG industry, accounts for a near 12% of the total
demand for all FMCG products estimated at over Rs. 530 bn. Detergents, chemically known as
alfa olefin sulphonates (AOS) are used as fabric brightening agent, anti-deposition agent, stain
remover and as a bleacher. A major input for the production of detergents is a petrochemical,
Linear Alkyl Benzene (LAB), while soaps rely more on an inorganic chemical, caustic soda, as a
major input.
The overall market for detergent is growing with a CAGR of 13.06% from the last five years. the
detergent market in India is expected to grow from INR 151.89 bn in 2015 to INR 243.04 bn by
2020 at a CAGR of 9.86%. The demand for detergents has been growing at an annual growth rate
of 10 to 11 per cent during the past five years. Where an urban consumer prefers washing powder
and detergents, a rural consumer is more inclined towards washing cakes and bars. But, over the
last few years.
At present, the size of the Indian FMCG market is estimated to be Rs 125,000 crore and is growing
at the rate of 12 per cent yearly. According to an industry reports, the sector is expected to grow
by up to 17 per cent annually to touch Rs 400,000 crore by 2020.
The per-capita consumption rate of detergents in India is 2.7 kg per annum and this market is
expected to grow at the rate of 7 to 9 per cent per annum in terms of volume. The penetration level
of detergent bars and powder in India is higher as compared to the urban market. The use of certain
chemicals and other toxic elements in detergents can potentially deteriorate purchase intent, which
can hamper market growth.
Due to rapid urbanization, the emergence of small pack size and sachets, the demand for this
product is flourishing. In addition, an increasing per capita income helps to boost the purchasing
capacity of the population. Furthermore, a wide range of available choice, health awareness and
hunger for good living are other reasons for the growing demand for detergent powder.
Starting a detergent powder or synthetic washing powder business is one of the most feasible
business options owing to the straightforward manufacturing process involved. Detergent powder
market is one segment of the FMCG market in the world with significant growth potential. Being
a consumer good, people use it on a daily basis for clothes, hand wash and kitchen utensils and its
demand is found in the market all through the year. Moreover, an entrepreneur can initiate a
detergent manufacturing business with moderate capital investment.
While looking to a more specific company there is one which caught my attention, ABDOS first
detergent plant, established in 1976, manufactured OKAY Detergent for TATA Oil Mills, which
was subsequently merged with Hindustan Lever (Unilever). About this time we identified the need
for an independent brand of our own and repacked TATA SODA ASH under the company’s brand

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name SUN SODA ASH. Abdos’ understanding of its consumers and market opportunities in West
Bengal led to expansion and the company could introduce iodized salt and detergent powder in its
product-line. The brand name we adopted, “TAO” signifies path in Chinese reflecting the
company’s progressive growth . Through the years, the Group has grown in both depth and
breadth, and frequently received accolades from its patrons in recognition for delivering high
quality standards and for its customer-centric approach.
Since establishment, the company continues to grow under dynamic leadership of the Managing
Director, Mr. Kamal Agarwal. Each successive generation has not only strengthened existing
businesses but has developed new ones. The Group manages the evolution of its businesses and
governance structures consciously. The Group is firmly rooted in its values and beliefs, and is
poised to take on the world. As a result, the Group's business portfolio is diverse and dynamic.
The business has its origin in 1967 when Mr. Ram Gopal Agarwal & his two brothers started a
distributorship with Tata Oil Mills Ltd’s FMCG brands like Hamam, Jai, Moti, OK and 501 which
then expanded to Tata Chemical Ltd’s inorganic chemicals such as sodium bicarbonate, soda ash
etc in 1976. For 47 years now, the Group stand among the top three channel partners of the Tata
Group’s chemical segment.
In 1988 Abdos got a contract for manufacturing FMCG detergent powder and cakes. The work
began in Kolkata with OK and 501, eventually the Ghaziabad unit materialized in 1990 to increase
production. 1990 also saw the Group enlarge manufacturing portfolio, with the contract of hair
oils for Tata Oil Mills Ltd under the Tata hair oil brand, later rebranded as Nihaar Hair oil. In
1995, Hindustan Lever took over Tata Oil Mills Ltd. but the assignment continued under the new
company. In 2006-2007 Abdos received a Spanish company’s project to manufacture olive oil for
the brand Bertolli. The Group’s operations also include shampoos for Unilever under the Clinic
Plus brand.
In 2006, the Abdos Consumer Care Limited was founded that targeted the complete trust and
satisfaction of its consumers. To this end, we follow a lean business module of perpetual
improvement with the involvement of our employee’s at all levels.
Presently, the Management Board contains 10 core members who oversee Group’s inclusive
growth. Committed professional relationships define Abdos, which build an integrated
environment of trust and deliver excellence. For instance, the collaboration with Tata Chemicals
is 50 years old, while the Group continue to be their channel partners. Besides, the association
with Unilever since two decades saw the Group multi-functioning as their contract manufacturer
and packaging material supplier.

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PRODUCTS

Surf Excel Easy Wash

Surf Excel detergent powder effectively removes stubborn stains and spots. The ultra-fine
powder, which is suitable for every fabric, dissolves quickly and uses superior technology to
remove stains effectively. The powder is ideal for hand washing and machine washing. It also
works well on colored and white clothing.

Tao Active

Launched in 1993, this remains the oldest brand in Abdos’ basket. Its superior detergent
ingredients ensure clean clothes at reasonable prices. Moreover, its attractive packing and easy
fragrance delights customers. It comes in the market in packs of 1kg, 500gm, 250 gm, 100gm,
16gm.

Tao Plus

Brought in the market in 1995, TAO PLUS is an admired mid-segment detergent with a
marketing scheme. Recently improved with stain-removing qualities, the product also brings
striking gifts for customers ranging from home appliances to gorgeous ornaments. It’s available
in the market in packs of 750gm, 500 gm and 350gm.

Sun Soda

Produced since 2001, SUN SODA is a multipurpose washing agent. However permanent the
stain might seem, SUN SODA ASH cleans them from utensils, floors and even clothes. In the
market it’s found in packs of 1kg and 500gm.

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Henko Matic Top Load

Henko’s laundry detergent is compatible with fully automatic top load washing machines. It is
equipped with nano fiber locking technology to remove hard food stains, ink, mud, and oil
spots. The washing powder is infused with oxygen power, which effectively resists stubborn
stains. The detergent keeps your product lint-free and does not allow your clothes to fade or
lose their brightness. The pleasant fragrance lingers on after each wash.

Mr. White Detergent Powder

This twice-powerful detergent powder can ensure clean and neat clothes with its whiteness
boosters. The granular powder works well on graying clothes and improves shine and luster to
soiled and dirty clothes. The bleach-free and no-fading formula helps protect your colorful
garments. Mr. White detergent is an excellent choice for cleaning white clothes and has a long-
lasting mild fragrance.

Rin Advanced Detergent Powder

Rin’s high-quality washing powder adopts bright clean technology, which effectively cleans
clothes and emits a fresh and soothing fragrance. The formula is easily soluble in water and can
penetrate deeply into the fabric to remove hard stains. It does not leave any residue and is ideal
for hand wash and machine wash. The powder comes in different packaging sizes.

Ariel Matic Top Load

Ariel’s outstanding washing powder incorporates advanced bright shield technology and is
compatible with fully-automatic top-load washing machines. This detergent keeps your clothes
bright and clean after each wash and provides them with a long-lasting gentle fragrance. The
product contains twice as many anti-fouling ingredients as other washing powders

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Tide Plus Extra Power

excellent formula easily removes hard stains and hard-to-reach spots on clothes and keeps them
clean and bright. It has two fragrances, rose and jasmine, and lemon and mint, and is ideal for
fabrics of various colors and types. The detergent powder does not contain chlorine and other
harsh agents and is perfect for use with both hot and cold water. The Tide double power detergent
is a smooth product that easily dissolves in water and produces a rich lather.

Godrej Ezee

Founded in 1897, Godrej is one of the best multinational companies that deal in real estate, home
appliances, consumer products, and whatnot. It is a popular name in the Indian household, and
many people use its products on a daily basis. The company was launched by Ardeshir Godrej and
Pirojsha Burjorji Godrej. It operates from its headquarters in Mumbai, India.

Wheel

Wheel is a popular detergent choice in India due to its affordability and great quality. The brand
was launched in 1987 and is owned by Hindustan Unilever Ltd. It gained a lot of traction after
releasing different fragrances in its detergents after 2006, and there’s been no looking back ever
since. If you’re looking for a low-cost detergent in India, Wheel can be your best bet.

Nirma

Founded in 1990 by Dr. Karsanbhai Patel, Nirma retails detergents, soaps, cosmetics, cement, salt,
etc., in India. The brand has its headquarters in Ahmedabad and operates smoothly via offline
stores and online platforms such as Amazon. It is a popular choice amongst people who
need affordable detergents that deliver good results. Nirma soaps were a hit in their time, and their
detergents also rule the Indian market today.

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Ghadi

Ghadi detergent is yet another amazing detergent brand hailing from India. It is owned by RSPL
Limited and has its headquarters in Kanpur, Uttar Pradesh. The brand produces low-mid range
detergent that competes with brands like Wheel in the Indian market. It was launched in 1987 and
gained popularity in the 2000s for its quality and affordability.

Patanjali

Patanjali started off as an ayurvedic/herbal medicine brand and expanded its business to become
a leading FMCG company in India. It was launched in 2006 by Baba Ramdev and Balkrishna,
with its headquarters based in Haridwar, India. It retails kitchen staples, skincare, wellness
supplements, and ayurvedic medicines that are derived from great quality ingredients.

Syclone Matic Front Load

Syclone Matic stain-removing powder adopts a low-foam formula that keeps your clothes clean
and bright with a fresh fragrance. It is a scientifically developed washing powder compatible
with fully-automatic front-load machines. The triple-action, next-generation formula effectively
fights stubborn spots, stains, and germs.

Tao Dish Wash

Recently launched in 2013, TAO DISH WASH comes enriched with lemon to clean kitchen
utensils. Thick grease, oil patches or foul odour it removes all leaving utensils sparkling fresh.
It can be got in markets in packs of 700gms, 150gms and 90gms.

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X- Brite

X-Brite is owned by Microgenix, a brand that loves its fabrics and makes products to maintain
them. It focuses on creating formulas that tackle the dullness of clothes and make them look
brighter and lively. If you are looking for a premium detergent brand, you must check out X-
Brite.

Vanish
Using only detergents might be insufficient for eradicating stubborn stains, and often the spot
still appears on the clothing even after a detergent wash. With the Vanish All in One Powder
Detergent Booster, you can get better cleaning results every time. Vanish’s advanced oxygen
technology ensures stain-free laundry by effectively removing even the hardest dried-on stains.
Additionally, using the powder on both coloured and white clothing is completely safe.

More Light Extra

More Light extra power detergent powder with enzymatic action can easily remove stubborn and
hard stains without affecting the brightness of clothes. The refreshing aroma of the detergent
powder keeps your clothes fresh, and the product is safe in all colors. The smooth and soothing
powder is suitable for hand washing and machine washing.

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OUR DISTRIBUTION CHANNEL

The distribution process here is organic. It initiates with us dispatching our products to the
regional distributors. The distributors sell the products to local wholesalers who in turn transact
with the neighborhood retailers. Consumers buy our products from these retail stores.

OUR CONSUMERS

Semi-rural or rural milieu in West Bengal makes up Abdos’ consumer base, where the company
serves middle class to lower class consumers. We are dedicated to high-quality production so
that we can assist in elevating the living standards of our consumers. Our goal is to provide
superior quality products for reasonable prices.

Fast-moving consumer goods (FMCG) are products that are sold quickly and at a
relatively low cost. Examples include non-durable household goods such as packaged foods,
beverages, toiletries, over-the-counter drugs, and other consumables. FMCG or CPG
(consumer packaged goods) as it is known in the Americas are terms used interchangeably
depending where you are in the world. Across most of Europe, Asia and Oceania the term
FMCG is used while CPG is used in the Americas. Consumers in rural areas typically purchase
goods from nearby towns and villages. Recently, there has been a shift in consumer purchase
behavior towards purchasing locally that has prompted the need for better local promotional
efforts to generate brand awareness in small towns. FMCG's play a large part in the economy
as inelastic products that touch every part of consumer life in one way or another. Businesses
that supply FMCG's to a rural community can help provide employment opportunities, as well
as drive down the cost of such products in those rural areas. For instance, the FMCG sector in
India is the 4th largest sector in its economy and generates employment for more than 3 million
people in downstream activities.

Soap and detergents are used very commonly in our daily life. We use them for washing
clothes. Soap and detergents industry is a pretty old industry. Soap and detergents industry
include products for washing, viz laundry soaps and synthetic detergents. These are consumer

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items. Technology, quality, marketing & distribution network determine the success of the units
in this sector. The industry has developed both in the small-scale sector and the organized
sector; yet 90% of production of laundry soap is in the small scale sector. Two critical raw
materials are required for the production of laundry soaps. Nominal investment is sufficient for
this industry as it involves simple methods of processing and manufacturing of various types
of soap and detergents. In this chapter a review is made of growth and the likely future of the
Indian detergent industry.
The origin of personal cleanliness dates back to prehistoric times. Since water is essential
for life, the earliest people lived near water and learnt on its cleansing properties. Soap got its
name, according to an ancient Roman legend, from Mount Sapo, where animals were sacrificed
to appease the gods. The mixture of decayed animal fat and wood ash that ran down to the
clayey soil close to the river was found to make washing easy for women inhabiting the area.
According to the medical document Papyrus, soap-making dates back to about 1500 BC, and
that a combination of animal and vegetable oil with alkaline salts was used to form a soap-like
material.1 In ancient India too, people used soap preparations made from plant or animal fats.
Soap was made by boiling tallow (or other hard animal fat) or vegetable or fish oil in an alkaline
solution. Modern technology has led to the evolution of synthetic detergents that have gradually
replaced soaps. Earlier, detergents were used chiefly for hand dishwashing and fine fabric
laundering. This was followed by the development of all purpose detergents for laundry
introduced in the United States of America in 1946.

In general, the more evolved the market, the more species of soap products are found in the
household of consumer. Hence in a developed country special soaps or detergents are used for
washing colored, white, as well as delicate clothes, dishes, hands, windows, floors, toilets,
kitchen surfaces and carpets. Special varieties of soaps are used for bathing, showers and
shampooing of children, babies, teenagers and adults. In emerging markets one or two types of
soaps may serve all of the above purposes. Hence, by definition, soap is a cleansing product
created through a chemical process of combining fat or natural oil with an alkali (such as wood
ashes, lye and chemicals) under controlled conditions. Factories producing soap were
developed in France and Italy, where olive oil was plentiful and was used as the main ingredient
throughout the 16th, 17th and 18th centuries. In the nineteenth century, palm oil began to
replace olive oil in the formulations. Even in the twentieth century, quite a few manufacturers
continued to make soap by boiling fats and lye to produce soil cakes.
In the United States, 1837 marks an important year. The duo, William Procter and James
Gamble established a candle and soap making business. Their company, Procter & Gamble

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grew into one of the foremost soap and detergent manufacturing company in that country. The
company’s famous ‘Ivory” soap bar was first introduced in 1882. Lever Brothers, another major
soap and detergent company offered “Life boy” and “Sunlight” soap bars in 1895. Detergents,
although similar in function to soaps, differed from them chemically. Detergents were made
from other raw materials like petroleum products and jelly acids. They often contained
additional ingredients such as fluorescent whitening agents, corrosion inhibitors and control
agents like non chloric bleaches, colorants, varieties of fragrance, enzymes, bluing and
processing aids.
The world market for soaps and detergents has continued to experience steady growth
since 1995, with retail sales increasing from US $ 68.4 billion in 1996 to US $ 88.2 billion in
2000.2 The market comprises soaps, products for washing fabric, dishwashing and household
cleaning. The greatest growth came from soaps with an Mintel Keynote, 2000 increase of 21%
over the same period.

The market was characterized by growing maturity and fierce competition among
major brands. Market expansion has been attributed mainly to the development of new
products, such as liquid soaps, supported by heavy media advertising and promotional activity
by the manufacturers of major brands. Traditionally bar soaps, which are considered a 'mature'
category, exhibit very low growth. Newer products like liquid detergents and powders and
products such as antibacterial and natural soaps still present ample opportunities for growth.
Bar soaps continue to dominate in the sales. Yet, soap powders and liquid detergents are not
far behind. It may not be momentary - and thanks to splashy introduction of varieties, sample,
coupons and promotional activities they are catching up. But they are higher-priced products
and budget-minded consumer may not be quite willing to pay for in the long run.
Fierce competition and heavy promotion - particularly coupons & multi packs
remain the characteristics of the market for bar soaps and enjoy the position as a leader.
Detergents, liquid and soap powders are experiencing a period of strong growth. They will
continue to enjoy this high growth in the coming few years, given their high level of marketing
support and small sales-base. It is yet questionable whether consumers, who are price-sensitive
and traditionally bar soap users will switch to more expensive liquid and powder soaps or
detergents for their daily use. Success in any market, always, boils down to delivering what the
consumer demands. Consumers are today looking for milder soaps and detergents. They are
also preferring to products that possess fragrance. They are also looking for in the specialty
segment soaps using vegetable-based fats. They prefer a mild soap and are increasingly well
aware of products and are selective in their purchase. Consumers seek for healthy, natural, and

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eco-friendly, vegetable formulations, attractive packaging, pleasing shapes, colors, and

fragrance. They are also looking for a long-lasting product like bar soaps that will retain its
shape. In essence, consumers are looking for values.
Basic products like bar soaps remain dominant in Asia, as the bulk of consumers in most
markets earn low incomes and only buy low-cost items. However, this situation showed signs
of change over the past three years with the bar soap increasing in value from 68.2% to 72.1%.
This was due to consumers at the lower end of the market trading up to more expensive types
of soaps as their average income increased. Liquid soaps became increasingly popular until the
economic crisis in 1997 made the consumers to economize. The popularity of liquid soaps and
detergents is due mainly to their hygienic packaging. The regional market presents tremendous
opportunities to the soap manufacturers in terms of their share to cater the needs of population.
With India’s population officially exceeding one billion at the end of the last century and over
1.5 billion in China, the majority of them living below the poverty line, appropriate marketing
strategies were needed to turn this region into an area of advantage for the industry. The Table
2.4 shows the market share of major players in South Asia.

The earliest companies to manufacture detergents in India were Hindustan Lever Limited (HLL)
and Swastik. HLL marketed Surf between 1956 and 1958 and began manufacturing it from 1959.
Swastik launched Det, a white detergent powder in 1957. By 1960, Det had made rapid inroads
in eastern India. Surf, a blue detergent powder, became the national market leader with dominant
positions in west, north and the south. In the early 1960s, the total volume of detergents
manufactured in India grew from around 1600 to 8000 tones. HLL dominated the market with a
share of almost 70%, compared to Det’s 25%. In 1966 another player entered the fray. Tata Oil
Mills Company (TOMCO) launched its detergent powder ‘Magic'. In 1973, TOMCO introduced
‘Tata's Tej! in the low-priced segment. TOMCO unveiled another economy detergent powder
called ‘OK’ in 1977. Other products to join the band were Godrej’s Key(1977) and Detergents
India Ltd.'s Sixe r (l978). The mid 70’s witnessed a worldwide increase in crude oil prices, which
increased the input costs for detergent powders. This resulted in a sharp rise in the prices of
detergents. The price of Surf almost doubled in 1974-1975. Despite such a sharp price rise, Surf
continued to be the market leader in terms of value and volume, commanding a price premium
of almost 40% over Key and Sixer. It was in the late 1970’s that leadership position of HLL was
challenged by a low priced detergent “Nirma’. For a long time there were only two major players
in the laundry soap segment. HLL’s Sunlight sold both for personal-wash and fabric-wash had
been present in India since 1988. The other branded product was TOMCO’s ‘Tata 501’. In 1968,
TOMCO launched a detergent cake ‘Bonus’. HLL competed with its Rin bar in 1969. In 1971,

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Swastik converted its Det powder into a detergent cake. Detergents India Ltd, also entered the
segment in 1977 by launching Regal bar soap. It introduced in 1980 another brand called Chek,
in both powder and cake form. By 1978, the cake segment caught up with the powder segment
in terms of volume.

Basic products like bar soaps remain dominant in Asia, as the bulk of consumers in most
markets earn low incomes and only buy low-cost items. However, this situation showed signs
of change over the past three years with the bar soap increasing in value from 68.2% to 72.1%.
This was due to consumers at the lower end of the market trading up to more expensive types
of soaps as their average income increased. Liquid soaps became increasingly popular until the
economic crisis in 1997 made the consumers to economize. The popularity of liquid soaps and
detergents is due mainly to their hygienic packaging. The regional market presents tremendous
opportunities to the soap manufacturers in terms of their share to cater the needs of population.
With India’s population officially exceeding one billion at the end of the last century and over
1.5 billion in China, the majority of them living below the poverty line, appropriate marketing
strategies were needed to turn this region into an area of advantage for the industry. In ancient
India too, people used soap preparations made from plant or animal fats. Modem technology
has provided synthetic detergents that have slowly replaced soaps. The detergents were used
chiefly for hard-dishwashing and laundering of fine fabric. This was followed by the
development of all purpose laundry detergents introduced in the U.S in 1946. Today the
detergent market is a highly competitive one. The earliest companies to manufacture detergents
in India were Hindustan Lever Limited (HLL) and Swastik. HLL marketed Surf between 1956
and 1958 and began manufacturing it from 1959. Swastik launched Det, a white detergent
powder in 1957. By 1960, Det had made rapid inroads in eastern India. Surf, a blue detergent
powder, became the national market leader with dominant positions in west, north and the
south. In the early 1960s, the total volume of detergents manufactured in India grew from
around 1600 to 8000 tones . HLL dominated the market with a share of almost 70%, compared
to Det’s 25%. In 1966 another player entered the fray. Tata Oil Mills Company (TOMCO)
launched its detergent powder ‘Magic'.

In 1973, TOMCO introduced ‘Tata's Tej! in the low-priced segment. TOMCO unveiled another
economy detergent powder called ‘OK’ in 1977. Other products to join the band were Godrej’s
Key(1977) and Detergents India Ltd.'s Sixer(l 978). The mid 70’s witnessed a worldwide
increase in crude oil prices, which increased the input costs for detergent powders. This resulted
in a sharp rise in the prices of detergents. The price of Surf almost doubled in 1974-1975.
Despite such a sharp price rise, Surf continued to be the market leader in terms of value and

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POWDERS IN TIRUR LOCALITY”.

volume, commanding a price premium of almost 40% over Key and Sixer. It was in the late
1970’s that leadership position of HLL was challenged by a low priced detergent “Nirma’. For
a long time there were only two major players in the laundry soap segment. HLL’s Sunlight
sold both for personal-wash and fabric-wash had been present in India since 1988. The other
branded product was TOMCO’s ‘Tata 501’. In 1968, TOMCO launched a detergent cake
‘Bonus’. HLL competed with its Rin bar in 1969. In 1971, Swastik converted its Detergent
powder into a detergent cake. Detergents India Ltd, also entered the segment in 1977 by
launching Regal bar soap. It introduced in 1980 another brand called Check, in both powder
and cake form. By 1978, the cake segment caught up with the powder segment in terms of
volume.
Today the market for products for fabric-wash is a highly fragmented one. There
is a sizeable unorganized sector. Of the 23 lakh tonnes of market share, laundry soaps and bars
made from vegetable oils accounted for around seven lakh tonnes with synthetic detergents
making up the rest. Detergent cakes accounted for 40%, while in powder form the rest. Washing
powders are categorized into four segments- economy (selling at less than Rs 25 per kg), mid
-priced (Rs 25 to Rs 90 per kg) premium (Rs 90 to Rs 120 per kg) and compact (Selling at over
Rs 120 per kg). The Compact, Premium and Medium priced segments together accounted for
20% of the share by volume and 35% of the share by value. The economy segment made up
the remaining lion’s share of the market. The fabric-wash industry in India is characterized by
low per-capita consumption, especially in rural markets. The major players in the Indian
detergent market are HLL, Procter & Gamble, Nirma, Godrej and Henkel. Apart from these
major players there are numerous other local brands available in every state. Today, India has
a diverse range of detergents available off the shelf. The annual consumption of detergents in
India is in the magnitude of hundreds of thousands of tonnes.4 The formal sector with its
increasing ability to influence consumers through advertisements is expanding its market
aggressively. The detergent market has evolved into a highly competitive one where a myriad
brands vie with each other to get the attention of the customer. Each brand claims to clean
whiter, boasting of technologically dubious terms such as “fighting granules”, “power pearls”
etc.

The soap and detergent industry faced stiff competition during the early 2000’s. By the turn of
the century, however, liquid detergents were outpacing powders, capturing nearly three
quarters of the overall market by 2003. In addition to environmental and health questions,
societal transformation propelled changes in the soap and detergent industry in 2000. Among
the numerous factors presenting challenges to detergent formulators the following are

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important. Detergent modifications were also spurred by technical innovation, such as bleach
additives, better optical brightness and improved technologies to remove stains. Companies
packaged their products differently to meet the needs of specialized users such as households
with infants or men performing tasks traditionally associated with women’s roles. To meet the
need of various market segments, the industry introduced a proliferation of brands and
varieties. For example, a typical large supermarket might contain more than 40 varieties of
laundry detergents in the form of liquids and powders. The origin of personal cleanliness dates
back to prehistoric times. Since water is essential for life, the earliest people lived near water
and learnt on its cleansing properties. Soap got its name, according to an ancient Roman legend,
from Mount Sapo, where animals were sacrificed to appease the gods. The mixture of decayed
animal fat and wood ash that ran down to the clayey soil close to the river was found to make
washing easy for women inhabiting the area. According to the medical document Papyrus,
soap-making dates back to about 1500 BC, and that a combination of animal and vegetable oil
with alkaline salts was used to form a soap-like material.1 In ancient India too, people used
soap preparations made from plant or animal fats. Soap was made by boiling tallow (or other
hard animal fat) or vegetable or fish oil in an alkaline solution. Modern technology has led to
the evolution of synthetic detergents that have gradually replaced soaps. Earlier, detergents
were used chiefly for hand dishwashing and fine fabric laundering. This was followed by the
development of all purpose detergents for laundry introduced in the United States of America
in 1946. Consumers in rural areas typically purchase goods from nearby towns and villages.
Recently, there has been a shift in consumer purchase behavior towards purchasing locally that
has prompted the need for better local promotional efforts to generate brand awareness in small
towns. FMCG's play a large part in the economy as inelastic products that touch every part of
consumer life in one way or another. Businesses that supply FMCG's to a rural community can
help provide employment opportunities, as well as drive down the cost of such products in
those rural areas. For instance, the FMCG sector in India is the 4th largest sector in its economy
and generates employment for more than 3 million people in downstream activities.

Research location

Tirur is a Municipality in Malappuram district in the Indian state of Kerala spread over an area
of 16.55 square kilometers (6.39 sq mi). It is one of the business centers of Malappuram district
and is situated 26 kilometers (16 mi) west of Malappuram and 52.5 kilometers (32.6 mi) south

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of Kozhikode, on the Shoranur–Mangalore section under Southern Railway. Tirur is also a

major regional trading center for fish and betel leaf and has an average elevation of 2 meters
(6 ft 7 in).

As of 2001 India census, Tirur had a population of 53,650, of which 48% are male and 52%
female. Tirur has an average literacy rate of 80%, higher than the national average of 59.5%:
male literacy is 81%, and female literacy is 78%. In Tirur, 14% of the population is under six
years of age. Tirur assembly constituency is part of Ponnani (Lok Sabha constituency).

1.8 RESEARCH METHODOLOGY

This chapter involves presenting the choice of method of collecting and analyzing data, from
practical point of view, comparing relative advantages and disadvantages of other alternative
method that may be more or less appropriate to the context of this study. Pilot study was
conducted to assess the feasibility of the study. It was indeed a trial run done in preparation for
the final study and was instrumental in designing the research protocol, identifying and
finalizing the sample, and, in determining Through discussions with the respondents, the pilot
Study enabled to elicit information of the respondents about their role, the services they are
involved in, and about the competencies The pilot study also helped to identify the potential
practical problems in data collection. It helped to discard irrelevant questions and to re-word
the difficult or ambiguous questions. The necessary changes and modifications were made and
the questionnaire was finalized. Secondary and primary data are used in the research study.
The secondary data have been collected from the text books, web sites, journals and other
secondary sources. The study largely depends on primary data collected through a well-
structured questionnaire to bring out the opinions from the respondents. The primary data was
collected from the sample of 100 respondents of various income background customers who
purchase different categories of branded fast moving consumer goods for consumption and The
consumers who purchase fast moving consumer goods through advertising and its impact of
brand awareness are treated as the population of the study. Tirur is the geographical area of the
present study. As the population is infinite one, the method of selecting the sample customers
is a difficult process. However previous researches have been undertaken with this problem.
The FMCG advertisements for such products are not creating responses among its consumers.
But, the present study takes the entire market so that conducting a survey among indefinite

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population presents a unique problem of identifying the respondents. So, the present research
takes 100 sample customers from the different walks of life of purchasing Fast Moving
Consumer Goods through advertisements and its impact of brand awareness all The present
study is aimed at studying the responses due to FMCG Advertisements. Representation has
been given to every type of stratum viz., rural, urban, income category, occupation, age.

1.8.1 TYPE OF RESEARCH

This is the type of descriptive methods.

Descriptive research method

A descriptive research design can use a wide variety of research methods to investigate one or
more variables. Unlike in experimental research, the researcher Descriptive research aims to
accurately and systematically describe a population, situation or phenomenon does not control or
manipulate any of the variables, but only observes and measures them. Descriptive research is
used to describe characteristics of population or phenomenon being studied. It does not answer
questions about how/when/why the characteristics occurred. Descriptive research is an appropriate
choice when the research aim is to identify characteristics, frequencies, trends, and categories. It
is useful when not much is known yet about the topic or problem. Before you can research why
something happens, you need to understand how, when and where it happens.

Descriptive research is usually defined as a type of quantitative research though qualitative

research can also be used for descriptive purposes. The research design should be carefully
developed to ensure that the results are valid and reliable.

The method primarily focuses on describing the nature of a demographic segment without
focusing on “why” a particular phenomenon occurs. In other words, it “describes” the research
subject without covering “why” it happens

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Some distinctive characteristics of descriptive research are:

1. Quantitative research:

It is a quantitative research method that attempts to collect quantifiable information for

statistical analysis of the population sample. It is a popular market research tool that
allows us to collect and describe the demographic segment’s nature.

2. Uncontrolled variables:

In it, none of the variables are influenced in any way. This uses observational methods
to conduct the research. Hence, the nature of the variables or their behavior is not in the
hands of the researcher.

3. Cross-sectional studies:

It is generally a cross-sectional study where different sections belonging to the same

group are studied.

4. The basis for further research:

Researchers further research the data collected and analysed from descriptive research
using different research techniques. The data can also help point towards the types of
research methods used for the subsequent research.

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1.8.2 PERIOD OF STUDY

The research study was conducted in the city of Tirur, a fast-booming city of the district
Malappuram. The time taken to complete the research was a total of 32 days which was from
January 3 to February 4 of the year 2023.

1.8.3 SAMPLE SIZE

Random sampling entire population of tirur municipality 100 customers of tirur locality

1.8.4 SAMPLING METHOD

Convenient sampling method has been used for the study.

Convenient sampling method

Convenient sampling (also known as availability sampling) is a specific type of non probability
sampling method that relies on data collection from population members who are conveniently
available to participate in study.
Convenience sampling is a simple and easy way to get information compared to other sampling
methods. Most of the time, simple and easy go well together. But you need to know what it is so
you know when to use it and when not to. It is a type of sampling that doesn’t depend on chance
and is often used in research studies. This sampling technique involves choosing people who are
easy for the researcher to reach and get in touch with. Instead of picking people at random from
a certain population, convenience sampling involves picking the people who are easiest for the
researcher to get information from.

Convenience sampling is often used when other types of sampling methods are hard or
impossible to use because of time, cost, or other issues. Even though it can be a quick and easy

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way to get data, it can also have biases and limitations that can affect how well the results can be
used in the real world and how reliable they are.

Researchers use various sampling techniques in situations where there are large populations. In
most cases, testing the entire community is practically impossible because they are not easy to
reach. Researchers use convenience sampling in situations where additional inputs are not
necessary for the principal research. There are no criteria required to be a part of this sample.

The importance of convenience sampling are :

 Firstly, it can be a cost-effective and time-efficient method of data collection. Businesses

can save time and money by picking readily available participants instead of employing
more elaborate sampling procedures.
 Secondly, it can be beneficial for companies seeking input from their customers or
stakeholders. Businesses can gain useful insights and feedback by selecting individuals
who have interacted with the firm or used its products/services.

1.8.5 POPULATION

Consist of consumers located in tirur locality.

1.8.6 SOURCE OF DATA

There are different source of collecting data’s the data are I from different are classified into
two.

 PRIMARY DATA

 SECONDARY DATA

PRIMARY DATA
Primary data collection is the process of collecting data from a live source, such as a human being.
The goal of primary data collection is to collect data that is as accurate and complete as possible.

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This data can be used to improve the quality of life for people and the environment. Primary data
collection is the process of collecting data from a real-world source, like a customer or user. This
can be done manually or through automated means.

There are three main types of primary data collection:

 Qualitative,

 Quantitative

 Mixed mode

The methods for collecting primary data study are,

 Direct observation

 Personal interview

 Questionnaire

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 34

“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”.

SECONDARY DATA

Secondary research is a research method that involves using already existing data. Existing data
is summarized and collated to increase the overall effectiveness of the research.

One of the key advantages of secondary research is that it allows us to gain insights and draw
conclusions without having to collect new data ourselves. This can save time and resources and
also allow us to build upon existing knowledge and expertise.

When conducting secondary research, it’s important to be thorough and thoughtful in our
approach. This means carefully selecting the sources and ensuring that the data we’re analyzing
is reliable and relevant to the research question. It also means being critical and analytical in the
analysis and recognizing any potential biases or limitations in the data.

Secondary research is much more cost-effective than primary research, as it uses already existing
data, unlike primary research, where data is collected first hand by organizations or businesses
or they can employ a third party to collect data on their behalf.

The following are popularly used secondary research methods and examples:

1. Data Available on The Internet

One of the most popular ways to collect secondary data is the internet. Data is readily available
on the internet and can be downloaded at the click of a button.

This data is practically free of cost, or one may have to pay a negligible amount to download the
already existing data. Websites have a lot of information that businesses or organizations can use
to suit their research needs. However, organizations need to consider only authentic and trusted
website to collect information.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 35

“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”.

2. Government and Non-Government Agencies

Data for secondary research can also be collected from some government and non-government
agencies. For example, US Government Printing Office, US Census Bureau, and Small Business
Development Centers have valuable and relevant data that businesses or organizations can use.

There is a certain cost applicable to download or use data available with these agencies. Data
obtained from these agencies are authentic and trustworthy.

3. Public Libraries

Public libraries are another good source to search for data for this research. Public libraries have
copies of important research that were conducted earlier. They are a storehouse of important
information and documents from which information can be extracted.

The services provided in these public libraries vary from one library to another. More often,
libraries have a huge collection of government publications with market statistics, large
collection of business directories and newsletters.

4. Educational Institutions

Importance of collecting data from educational institutions for secondary research is often
overlooked. However, more research is conducted in colleges and universities than any other
business sector.

The data that is collected by universities is mainly for primary research. However, businesses or
organizations can approach educational institutions and request for data from them.

5. Commercial Information Sources

Local newspapers, journals, magazines, radio and TV stations are a great source to obtain data
for secondary research. These commercial information sources have first-hand information on
economic developments, political agenda, market research, demographic segmentation and
similar subjects.

Businesses or organizations can request to obtain data that is most relevant to their study.
Businesses not only have the opportunity to identify their prospective clients but can also know

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 36

“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”.

about the avenues to promote their products or services through these sources as they have a
wider reach.

1.8.7 STATISTICAL TOOLS USED

Percentage analysis

The percentage analysis refers to the special kind of ratio. Percentage is used in making
comparison between two or more series of data. The easy and simplicity for calculating the
general understanding of its purpose and the universal application of the present static have made
it. Most widely and standardized tool in researchers the percentage analysis is conducted by
dividing number of respondents with total population of sample. The statistical tool which is used
here is percentage analysis. In this method we will take numerator as respondents. Denominator
has total sample size and we multiply with 100. The percentage is important in mathematics as
well as data analysis. It is represented by the symbol % and a fraction with 100 as the
denominator. It is derived from a Latin word that means “by hundred”. To calculate the
percentage of any number, the number is divided by the whole and multiplied by 100. It is used
in data analysis as it helps in finding information on discrete categories and collating statistical
data.

The uses of percentage analysis are :

 It is used to determine “how much” and “how many” and hence helps calculate the exact

figure or amount. It helps in finding out quantitative information from a set of data.
 It helps identify percentage increase or decrease as well as help find out overall profit

and loss percent.

 One of the basic uses of percentages is calculating and comparing two quantities. It helps

in comparing and reviewing the results and progress.

 It plays a crucial role in comparing and contrasting various topics. Hence, it helps draw a

comparative analysis of various subjects or issues.

 The percentage is used to evaluate extensive data and hence presents an accurate value.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 37

“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”.

 It is important for management and data analytics as it helps calculate profit and loss.

Hence, the value identifies % of growth, loss, improvement etc., for managing better
operations.
 It is used in all types of operations and management, including the government, which

helps make the necessary reservations and calculate all the necessary. As it converts or
presents the numerical data most simply, it is used across various calculation modes and
mediums.

GRAPHICAL PRESENTATION
A graphical representation is a visual representation of data statistics-based results using graphs,
plots, and charts. This kind of representation is more effective in understanding and comparing
data than seen in a tabular form. Graphical representation helps to qualify, sort, and present data
in a method that is simple to understand for a larger audience. Graphs enable in studying the
cause and effect relationship between two variables through both time series and frequency
distribution. The data that is obtained from different surveying is infused into a graphical
representation by the use of some symbols, such as lines on a line graph, bars on a bar chart, or
slices of a pie chart. This visual representation helps in clarity, comparison, and understanding
of numerical data

Graph a kind of a chart where data are plotted as variables across the coordinate. It became easy
to analyze the extent of change of one variable based on the change of other variables. Graphical
representation of data is done through different mediums such as lines, plots, diagrams, etc. Let
us learn more about this interesting concept of graphical representation of data, the different
types, and solve a few examples.

 Bar diagram
 Bar graphs are the pictorial representation of data (generally grouped), in the form of
vertical or horizontal rectangular bars, where the length of bars are proportional to the
measure of data. They are also known as bar charts. Bar graphs are one of the means of data
handling in statistics.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 38

“A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG PRODUCT MORE SPECIFIED ON DETERGENT
POWDERS IN TIRUR LOCALITY”.

 The collection, presentation, analysis, organization, and interpretation of observations of

data are known as statistics. The statistical data can be represented by various methods
such as tables, bar graphs, pie charts, histograms, frequency polygons, etc. In this article.

The three major attributes of bar graphs are:

 The bar graph helps to compare the different sets of data among different groups easily.

 It shows the relationship using two axes, in which the categories are on one axis and the
discrete values are on the other axis.

 The graph shows the major changes in data over time.

 Pie diagram
A pie chart is a type of graph that represents the data in the circular graph. The slices of
pie show the relative size of the data, and it is a type of pictorial representation of data. A
pie chart requires a list of categorical variables and numerical variables. Here, the term
“pie” represents the whole, and the “slices” represent the parts of the whole.
The “pie chart” is also known as a “circle chart”, dividing the circular statistical graphic
into sectors or sections to illustrate the numerical problems. Each sector denotes a
proportionate part of the whole. To find out the composition of something, Pie-chart works
the best at that time. In most cases, pie charts replace other graphs like the bar graph, line
plots, histograms, etc.

To work out with the percentage for a pie chart, follow the steps given below:

 Categorize the data.

 Calculate the total.
 Divide the categories.
 Convert into percentages.
.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 39

 CHAPTER 2

REVIEW OF LITERATURE

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 40

2.1 REVIEW OF LITERATURE

Marketing of non-durable goods or Fast Moving Consumer Goods (FMCG) is a subject that
has not received the attention it deserves. While there are several good books and articles on
the subject that largely concentrates either on the marketing of industrial goods or on the
marketing of durable goods likes T.V.,Car and Scooter etc. It was essential to present a review
of literature in order to formulate the research problem succinctly and to highlight the
importance of undertaking this study. Conceptual framework and some empirical studies on
the topic have a direct or indirect bearing on the present study. In this chapter, research work
done in the past regarding awareness, purchasing behavior, brand preference for FMCG
products, factors influencing brand preferences and alternative purchase plans have been
reviewed and presented under the following subheadings:

1. Awareness among consumers about branded products

2. Purchasing behavior of consumers

3. Brand preference for FMCG products

4. Factors influencing brand preferences for FMCG products

Extensive academic research has been conducted on the psychology of emotion (e.g., Lazarus
1984) and the ways in which ad-evoked feelings may influence consumer response to
marketing communication (e.g., Batra and Ray 1986; Holbrook and Batra 1987). Scholars have
also observed that advertising may evoke both positive and negative emotions when seeking to
persuade. Indeed, Brown, Homer and Inman (1998, p.115), suggest that from a practical
perspective, “the relative strength of positive and negative feeling effects potentially could
guide advertisers’ decisions regarding executional strategies.” According to the Morden (1991)
advertising gives the knowledge about the product and create the idea in mind about it. Rosaldo
(1989) cited in Monaghan and just (2000) found that culture influences all human activity is
about culture. New technology give the different product to the consumers, it enhance the
product quality and change the style of product (Stantone and Futrell (1987).
Geert Hofstede (1984) has been more studied about culture on work values; he says that change
in culture can be easily understand but the evaluation of the culture in the human nature is
difficult. Perception is the mental process, the information is got by the individual from the

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 41

environment after organizing it, and individual draws meaning from it. Park and Lessing (1981)
proposed that a better understanding of consumer decision making process by the subjective
knowledge because the objective knowledge is independently related to the consumer
perception and their decision making behaviour.

Srivastava and Kumar (2013) analyzed that FMCG sector is a vital contributor to India‗s
Gross Domestic Product. It has been contributing to the demand of lower and middle-income
groups in India. Over 73% of FMCG products are sold to middle class households in which
over 52% is in rural India. Rural marketing has become the hottest marketing arena for most of
the FMCG companies. The rural India market is huge and the opportunities are unlimited. After
saturation and cutthroat competition in urban areas, now many FMCG companies are moving
towards the rural market and are making new strategies for targeting the rural consumer. The
Indian FMCG companies are now busy in formulating new competitive strategies for this
untapped potential market. Therefore, a comparative study is made on growth, opportunity, and
challenges of FMCG companies in rural market. One of the most attractive reasons for
companies to tap rural consumers is that an individual’s income is rising in rural areas and
purchasing power of lower and middle income groups is also rising and they are eager to spend
money to improve their lifestyle. This research paper provides detailed analysis about the
contribution of FMCG industry in growth of Indian rural market and aims to discuss about
customer attitude towards better purchasing decision for FMCG products in rural market with
growing awareness and brand consciousness among people across various socio-economic
classes in rural market.

Yee and Young (2001) aimed to create awareness of high fat content of pies, and thus studied
consumer and producer awareness about nutrition labeling on packaging. For this, seven
leading pie brands were analyzed for fat content and were arranged from 7.10 to 19.20 percent
fat. Potato topped and cottage pies had the lowest fat content (7.10 -9.20% fat). Most pies did
not have nutritional labeling on packaging. Over half of the consumers (52.00%) who
responded to the survey (42.00% response rate) were aware of the campaign. The study was
successful at raising consumer awareness about the high fat content of pies and influencing the
food environment with a greater availability of lower fat pies. It is possible to produce
acceptable lower fat pies; food companies should be encouraged to make small changes to the
fat content of food products like pies. Potato topped pies are lower in fat and are widely
available. Regular pie eaters could be encouraged to select these as a lower fat option.
KOSHYS INSTITUTE OF MANAGEMENT STUDIES 42
Deliya, 2012 studied the importance of packaging design as a vehicle for communication for
packaged FMCG products. This research utilized a focus group methodology to understand
consumer behavior towards such products. The challenge for researchers is to integrate
packaging into an effective purchasing decision model, by understanding Consumers behavior
towards the packaging of FMCG products. When consumers search for the process information
in-store, the product's package can contain relevant and useful information for the consumer.
Product packaging forms the end of the 'promotion-chain' and is close in time to the actual
purchase and may therefore play an important role in predicting consumer outcomes. Packages
also deliver brand identification and label information like usage instructions, contents, and list
of ingredients or raw materials, warnings for use and directives for care of product.

Narang (2006) opined that, a buyer does not stick to one brand in case of food purchasing.
They should be able to recall different brand names when they go for purchase. Repetitive
advertising can be used to promote brand recall. The product should be associated with style
and trend, so that it appeals to the youth and the brand name should be developed as a fashion
statement. Promotional schemes such as discounts and free offers with purchase were suggested
to increase rates.

Muneeswaran and Vethirajan (2013) revealed that Consumer behaviours assumes much
importance in the present consumer oriented marketing system with particular reference to
'gender attention'. The FMCG sector consists of four product categories such as Household
Care; Personal Care; Food and Beverages; and Tobacco each with its own hosts of products
that have relatively quick turnover and low costs. Every consumer is purchasing a particular
product due to the influence of many factors. The influencing factors differ from one consumer
to another and from product to product also. Similarly the brands which hitherto occupied a
place in the minds of the consumers have started to disappear due to various sales promotion
techniques and the quality brands from FMCG have slowly started to attract the rural
consumers. Though there is a different ways and means to exhaust and to distribute abundantly
produced Personal Care FMCGs products in markets, but the consumers in the market are
influenced generously by responding to selling habits of retailers both in urban and rural
market. In markets the consumers usually purchase what is available at the retail outlet.
Therefore the producers of personal care FMCGs should progressively strengthen their

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 43

 distribution reach in the market. At the same time, there are some challenges such as poor
distribution system, fragmented rural market and heterogeneity of population which the
retailers ought to meet for satisfying the needs of consumer.

Kunta Somireddy (2018) Impact of advertising on consumers towards FMCG products: A study
in Hyderabad city- The study showed that advertisements, media vehicles, and advertisements
appeals have positive effect on consumer purchase of selected products of Fast-moving
consumer goods. There is a strong correlation between media ads appeals and media vehicles on
FMCG products.

Kamalun Nabi, Lalat Keshari Pani and Rashmi Ranjan Mohapatra (2016) - The topic under
study reveals that consumer behavior is highly affected by culture, traditions, trends and
customs. Consumers are quality conscious and prefer fresh smell in the detergent brand. People
like media advertisement most preferably Television as it creates a deep impact on the mindset
rather than banners or newspapers. Coming to brand preference, attractive packing, small size
and low price plays an important role in all the age group and other factors become secondary in
the market understudy.

Vishal Weldode, Darshan Mejari, Sandeep Salunkhe (2018) - Study the advertisement and
promotional impact on FMCG sector in rural Pune district and the overall potential of the rural
market this reviews the FMCG sector is expected to grow several folds in the coming years,
advertising in this sector will prove to be fruitful for all company. TV advertisement of FMCG
has influence on the purchase decision making of respondents

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 44

 CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 45

3.1 Table showing g ender wise classification of customers in FMCG
products that taken for the study

GENDE RESPONDENT PERCENTAG

R S E
MALE 34 34

FEMAL 66 66
E
OTHER 0 0
S
TOTAL 100 100

3.1 Chart showing gender wise classification

PERCENTAGE
0%

34%
MALE
FEMALE
66%
OTHERS

INTERPRETATION

From the above table it is clear that 34% males and 66% of females are using detergent
powder.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 46

3.2 Table showing Age wise classification of customers in FMCG
products that taken for the study

RESPONDENTS PERCENTAGE

UP TO 20 30 30
YEARS
20-30 YEARS 40 40

30-40 YEARS 20 20

40-50 YEARS 10 10

ABOVE 50 0 0
YEARS
TOTAL 100 100

3.2 Chart showing age wise classification

PERCENTAGE
45
40%
40
35
30%
30
25
20%
20 PERCENTAGE
15
10%
10
5
0%
0
Up to 20 years 20-30 years 30-40 years 40-50 years Above 50 years

INTERPRETATION

Most of the respondents are in the age between up to 20-30 years (40%) and least
respondents are in age above 50 years (0%).

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 47

3.3 Table showing use of detergent powder

RESPONDENT PERCENTAG
S E
YES 60 60

NO 7 7

SOMETIME 33 33
S
TOTAL 100 100

3.3 Chart showing use of detergent powder

PERCENTAGE
70
60%
60

50

40
33%
PERCENTAGE
30

20

10 7%

0
YES NO SOMETIMES

INTERPRETATION

From the table showing most of the responds of the usage of detergent powder is 60% and
least responds 33%.7% where not used detergent powder.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 48

3.4 Table showing awareness about the FMCG products

RESPONDENT PERCENTAG
S E
YES 66 66

NO 9 9

SOMETIME 25 25
S
TOTAL 100 100

3.4 Chart showing the awareness about FMCG products

PERCENTAGE

25%
YES
NO

9% 66% SOMETIMES

INTERPRETATION

From the above table showing mostly know about the FMCG product is 66% and 25% were
not well known about the product. Only 9% were not aware about the products.

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 49

 3.5 Table showing mostly preferred buying products

RESPONDENTS PERCENTAGES

DETERGENT POWDER 40 40

FOOD PRODUCT 27 27

COSMETICS 20 20

SOAP 13 13

TOTAL 100 100

3.5 Chart showing mostly preferred buying products

PERCENTAGE
45
40%
40
35
30 27%
25
20%
20 PERCENTAGE
15 13%
10
5
0
DETERGENT FOOD PRODUCT COSMETICS SOAP
POWDER

INTERPRETATION

From the above table showing mostly usage of FMCG product is detergent powder 40% and
least usage is soap 13%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 50

3.6 Table showing mostly preferred brands classification in
detergent powders

RESPONDENT PERCENTAG
S E
SURF 38 38
EXCEL
UJALA 25 25

ARIEL 10 10

SUNLIGH 20 20
T
TIDE 7 7

TOTAL 100 100

3.6 Chart showing mostly preferred brand classification

PERCENTAGE
40
35

30

25

20
38% PERCENTAGE
15
25%
10 20%
5 10% 7%
0
SURF EXCEL UJALA ARIEL SUNLIGHT TIDE

INTERPRATATION

From the above table showing most using detergent powder is Sunlight 38% and least one is
Tide 7%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 51

 3.7 Table showing purchase of detergent powder

RESPONDENTS PERCENTAGE

WEEKLY 10 10

MONTHLY 55 55

QUARTER 25 25
YEARLY
YEARLY 7 7

OTHERS 3 3

TOTAL 100 100

3.7 Chart showing purchase of detergent powder

PERCENTAGE
60
55%
50

40

30 25%
20
PERCENTAGE
10%
10 7%
3%
0
WEEKLY MONTHLY QUARTER YEARLY OTHERS
YEARLY

INTERPRATATION

From the above table showing mostly to purchase detergent powder in monthly 55% and least
purchase others 3%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 52

3.8 Table showing monthly expense depend on detergent powder

RESPONDENTS PERCENTAGE

UP TO 100 50 50
RS
100 RS - 200 28 28
RS
200 RS – 300 12 12
RS
300 RS – 400 10 10
RS
OTHERS 0 0

TOTAL 100 100

3.8 Chart monthly expense depend on detergent powder

PERCENTAGE
0%

10%

UP TO 100 RS
12%
100 RS - 200 RS

50% 200 RS- 300 RS

300 RS - 400 RS

28% OTHERS

INTERPRATATION

From the above table showing most monthly expense is up to 100 RS 50% and least monthly
expense is others 0%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 53

 3.9 Table showing satisfaction level of price and quantity of the detergent
powder

RESPONDETS PERCENTAGE

HIGHLY SATISFIED 2 2

SATISFIED 18 18

NEUTRAL 68 68

DISSATISFIED 7 7

HIGHLY 5 5
DISSATISFIED
TOTAL 100 100

3.9 Chart showing satisfaction level of price and quantity

PERCENTAGE
80
70
68%
60
50
40
PERCENTAGE
30
18%
20
10
7% 5%
2%
0
HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED

INTERPRATATION

From the above table showing mostly to satisfied with price is neutral 68% and least one is
highly satisfied 2%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 54

3.10 Table showing advertising content of the detergent powder is trustful

RESPONDENT PERCENTAG
S E
GOO 12 12
D
BAD 32 32

POO 56 56
R

TOTAL 100 100

3.10 Chart showing advertising content of the detergent powder is trustful

PERCENTAGE
60

50

40

30
56% PERCENTAGE

20
32%
10
12%
0
GOOD BAD POOR

INTERPRATATION

From the above table showing mostly to response in advertising content of the detergent
powder is trustful is poor 56% and least one is good 12%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 55

3.11 Table showing fragrance of detergent powder

RESPONDENT PERCENTAG
S E
LIKE 20 20

DISLIKE 10 10

PROBABL 70 70
Y
TOTAL 100 100

3.11 Chart showing fragrance of detergent powder

PERCENTAGE

20%
LIKE
10% DISLIKE
70%
PROBABLY

INTERPRATATION

From the above table showing mostly response in fragrance of detergent is probably 70%

and 10% were dislike

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 56

3.12 Table showing measuring the effectiveness of detergent powder

RESPONDENTS PERCENTAGE

STAIN 20 20
REMOVING
DIRT 45 45
REMOVING

LASTING 25 25
FRESHNESS
OF DRESS

OTHERS 10 10

TOTAL 100 100

3.12 Chart showing measuring the effectiveness of detergent

PERCENTAGE

10%
20%
STAIN REMOVING
25% DIRT REMOVING
LASTING FRESHNESS OF DRESS
OTHERS
45%

INTERPRATATION

From the table showing mostly response effectiveness of detergent powder is dirt removing
is 45% and least one is others 10%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 57

3.13 Table showing quantity of detergent used in a month

RESPONDENTS PERCENTAGE

250 GM 20 20

500 GM 25 25

750 GM 40 40

1 KG 10 10

OTHERS 5 5

TOTAL 100 100

3.13 Chart showing quantity of detergent used in a month

PERCENTAGE
45
40%
40
35
30
25%
25
20%
20 PERCENTAGE

15
10%
10
5%
5
0
250 GM 500 GM 750 GM 1 KG OTHERS

INTERPRATATION

From the table showing mostly to use the quantity of detergent powder in one month is 750gm
40% and least on is others 5%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 58

3.14 Table showing purchasing place of detergent powders

RESPONDENT PERCENTAG
S E
GROCERIES 25 25

HYPERMARKE 25 25
T

SUPERMARKET 30 30
RURALMARKET 20 20
OTHERS 0 0
TOTAL 100 100

3.14 Chart showing purchasing place of detergent powders

PERCENTAGE
35
30%
30
25% 25%
25
20%
20

15 PERCENTAGE

10

5
0%
0
GROCERIES HYPERMARKET SUPERMARKET RURALMARKET OTHERS

INTERPRATATION

From the table showing most of the respondents are buying FMCG product from
supermarket 30% and least buys from others 10%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 59

 3.15 Table showing purchasing place of detergent powders

RESPONDEN PERCENT
TS AGE
GROCERIES 25 25

HYPERMARKE 25 25
T

NEWSPAPER 20 20

ONLINE 15 15

POSTERS 10 10

OTHERS 5 5

TOTAL 100 100

3.15 Chart showing advertising media get to know detergent

PERCENTAG
E
5%
10%
TV
NEWSPAPE
15% 50% R ONLINE
POSTERS
OTHERS
20

INTERPRATATION

From the table showing mostly advertising media to get to know about the detergent powder is
TV 50% and least one is others 5%

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 60

3.16 Table showing any problems while using the products

RESPONDENTS PERCENTAGE

YES 20 20

NO 50 50
SOMETIMES 30 30
TOTAL 100 100

3.16 Chart showing any problems while using the products

INTERPRATATION

From the table showing 50% were not any problems while using detergent the powder and 20%
has problems while using detergent powder

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 61

3.17 Table showing the difficulties to using detergent powder

RESPONDENTS PERCENTAGE

REACTION 33 33

ITCHING 17 17

ANY 50 50
OTHERS
TOTAL 100 100

3.17 Chart showing the difficulties to using detergent powder

INTERPRATATION

From the table showing 30% were confirmed that the detergent powder has side effects and
10% were reported as itching

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 62

 CHAPTER 4

FINDINGS, SUGGESTIONS AND

CONCLUSIONS

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 63

 4.1 FINDINGS

 There is no significant relationship between gender and advertisement media of the

detergent powder. Most of the respondents are Female and only least percentage are
Male and Most of them are married.
 Among 100 customers 40 respondents are aware about FMCG product and majority of
customers are come under the age group 20-30.
 Majority of the customers are use of detergent powder.
 Among 100 customers 66 respondents are aware about the FMCG product.
 Most of the customers are buying detergent powder as there first preference and food
product is there second priority.
 Most of the customers are preferred Surf excel as there detergent powder.
 Majority of the customers are purchase detergent powder monthly.
 Majority of the customer monthly expense on detergent powder is up to 100 RS.
 The quality and quantity of detergent powder influence the customers to purchase the
product.
 Majority of the customers are respondents poor about the advertising content of the
detergent powder trustful.
 Majority of the customers respondents probably like fragrance of detergent powder.
 Majority of the customers are respondents dirt removing measuring the effectiveness of
detergent powder.
 Majority of the customers are respondents 750 gm quantity of detergent used in a month.
 Majority of the customers are respondents supermarket to purchasing place of detergent
powders.
 Television is the most advertising media that is influenced by customers.
 Majority of the customers are respondents No to any problems while using the products.

4.1 SUGGESTION

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 64

  Make change in advertisement which is broadcasted for long period.
 Make more advertisement technique about the various Detergent Powder.
 Make Standardized packaging of detergent powder.
 Label the products with attractive name to attract customers.
 Majority of the customers respondents Any others for the difficulties to using detergent
powder.

4.3 CONCLUSION
The study focus on “A STUDY ON ADVERTISING EFFECTIVENESS OF FMCG
PRODUCT MORE SPECIFIED ON DETERGENT POWDERS IN TIRUR LOCALITY” In
this study it shows that middle aged females are more using detergent powder is the brand
which is mostly preferred by customer. Good quality factor that influence to purchase detergent
powder. The study reveals that there is no relation between gender and advertising media of
detergent powder

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 BIBLIOGRAPHY

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 66

BOOKS :

 Keller, K. L. (2003). Strategic brand management: Building, measuring and managing

Brand equity, 2nd ed., Englewood Cliffs, NJ: Prentice-Hall.

 Kotler, Ph. (2003) Marketing management, 9th ed. Upper Saddle River: Prentice-Hall.

 Leon G. Schiffman, Leslie Lazar Kanuk (2009) Consumer Behavior: Consumer

Motivation, 9th ed., NJ: Prentice-Hall

JOURNALS AND ARTICLES :

 S Bed (2008), new consumer products branding, packaging and labeling in Nepal, the
Journal of Nepalese business studies, Vol. V No. 1

 L Alice (2006), the power of packaging, united states of America, pp 186-216

 Ampuero, O. and Vila, N. (2006), consumer perceptions of product packaging, Journal of

consumer marketing, 23/2, 2006, pp. 100-112

 L Reynaud (2007), the influence of label on wine consumption: its Effects on young
consumers’ perception of authenticity and purchasing behavior, Bologna,Italy

 S Katharina and Rolf Wüstenhagen* (Sept. 1, 2005), the Influence of Eco-labeling on

consumer behavior, institute for economy and the environment (IWOe-HSG), University
of St. Gallen, Switzerland

 John Th Gersen (2000), the ethical consumer moral norms and packagingChoice. Journal
of consumer policy Kluwer Academic Publishers, Printed in the Netherlands

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 67

  Barber, N., Almanza, B.A., & Donovan, J.R. (2006), motivational factors of Gender,
income and age on selecting a bottle of wine, International Journal of wine marketing,18
(3), 218-232

 Bloch, P. H. (1995), seeking the ideal form: product design and consumer Response,
journal of marketing, 59(July), 16-29

 Butkeviciene, V., J. Stravinskiene and A. Rutelione (2008), 'Impact of consumer Package

communication on consumer decision making process', Inzinerine Ekonomika-
Engineering Economics (1), pp. 57-65

 Gonzalez M. P., Thorhsbury S., & Twede D. (2007), packaging as a tool for Product
development: Communicating value to consumers, journal of food distribution research,
38 (1), 61-66.

 Grossman, R. P., & Wisenblit, J. Z. (1999), what we know about consumers’ Color
Choices. Journal of marketing Practice: applied marketing science, 5 (3), 78-88

WEBSITES :

 Bubley packaging research, http://www.bubley.com/t-scopes/research.html

 Miriam Webster dictionary

 http://www.m-w.com/dictionary/gestalt

 Wikipedia Online Encyclopedia,

 http://en.wikipedia.org/wiki/Tachistoscope

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 68

 APPENDIX

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 69

 QUESTIONNAIRE

A questionnaire for the collection od data regarding the topic “A STUDY ON ADVERTISING
EFFECTIVENESS O F FMCG PRODUCT MORE SPECIFIED ON
DETERGENT POWDERS IN TIRUR LOCALITY”.

NAME:

2 AGE:

 BELOW 20

 20-30

 30-40 40 ABOVE

3. GENDER:

 Male

 Female

4. What is your marital status?

 Married

 Unmarried

5. Do you buy the laundry detergent in your household?

 Yes

 No

6. Where do you typically shop for laundry detergent?

 Grocery store

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 70

  Convenience store
 Pharmacy

 Retailer

 Wholesaler

 Other

7. What factor is most influential in determining which laundry detergent you select?

 Functionality

 Scent

8. Do you stick to the same scent when purchasing laundry detergent or do you purchase different scent

 Stick to one

 Try different one

9.Do you see value in being able to purchase samples or single doses of laundry detergent?

 Yes
 No

10.Would you ever purchase a laundry detergent in the form of a pod?

 Yes
 No

11. Do you see value in being able to purchase laundry detergent pods in singles?

 Yes
 No

KOSHYS INSTITUTE OF MANAGEMENT STUDIES 71

 12. How much would you expect to pay for an individual detergent pod if it was sold on its
own? Enter below

 RS.

13. If you are male, would you buy a more "masculine" smelling laundry detergent if your
girlfriend or spouse liked it?

 Yes
 No

14. Have you ever interacted with the Old Spice brand? If so, which Old Spice scents do you
prefer?

 Yes
 No

15. Would you be interested in purchasing a laundry detergent that comes in popular Old Spice
fragrances?
 Yes
 No

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