RESEARCH PROPOSAL

FACTORS AFFECTING THE PREFERENCE OF A CONSUMER IN

PURCHASING PERSONAL CARE PRODUCTS IN URBAN AREAS
(BANGALORE).

SUMMARY:

The FMCG sector has grown at an annual average of about 11 per cent over the last
decade. The overall FMCG market is expected to increase at (CAGR) of 14.7 per
cent to touch US$ 110.4 billion during 2012-2020, with the rural FMCG market
anticipated to increase at a CAGR of 17.7 per cent to reach US$ 100 billion during
2012-2025.Food products is the leading segment, accounting for 43 per cent of the
overall market. Personal care (22 per cent) and fabric care (12 per cent) come next in
terms of market share.

The consumer durables market is expected to reach US$ 12.5 billion in 2015 and US$
20.6 billion by 2020. Urban markets account for the major share (65 per cent) of total
revenues in the consumer durables sector in India.

BACKGROUND:

Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in India
touching everybodys life every day. With changing profile and mindset of Indian
consumers, this sector has a constructive potential in the form of semi- urban, urban
slums and emerging rural segment.

PROBLEM STATEMENT:

FACTORS AFFECTING THE PREFERENCE OF A CONSUMER IN

PURCHASING FMCG (PERSONAL CARE PRODUCTS) GOODS IN URBAN
AREAS (BANGALORE).

RESEARCH OBJECTIVE:

The main objective of this research is to find out the buying behavior of personal care
products in urban areas (Bangalore) so as to facilitate the concerned, for the factors
they should look for while launching a product / redesigning, in urban areas.

Some factors include ECONOMIC, SOCIAL, PRODUCT CHARACTERISTICS,

RELIABILITY & PROMOTION.

RESEARCH DESIGN:
STAGE I: Collection of secondary data sources like journals, newspaper
articles, company literature.

STAGE II: Conducting a SURVEY in different age groups, different income

levels, different professions, and different demographics in urban locality.
 STAGE III: Consulting experts for an opinion and advice and finally prepare a
draft report.

WORK PLAN:

RESULTS EXPECTED:

To be able to find out the useful factors that drive a consumer in urban areas to
buy a new product and the preferences for generic products and branded
products.

Also to find out the most and least important factor in buying an FMCG
product.