Abstract: The main purpose of this study is to investigate the consumer buying behavior towards Fast Moving Consumer Goods (FMCG) of ITC LTD. consumer buying behavior is most important for marketers as they can understand the expectation of the consumers. It helps to understand what makes a consumer to buy FMCG products and the company assesses the kind of FMCG products liked by consumers so that they can release it to the market. This systematic supply of FMCG accordingly the needs and wants of customers are important for a company to retain the existing customers, attract new customers and maximize market share in the future. Consumers preferences are the base of marketing operations, understanding them will help in getting market share in the future.
This project takes a look in various kinds of marketing activities, market share of different products and various sales promotion schemes, which are followed in the FMCG, based industry of ITC LTD.
ITC is one of India’s most admired and valuable corporations with a market capitalization of over Rs. 2,59,212.45 crores and has consistently featured amongst the top 10 private sector companies in terms of market capitalization and profits over the last seventeen years.
Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands. that is the reason this sector has huge amount of growth, if we want to grow we have to understand consumer needs and wants, that is the reason to know their buying behavior is very vital to frame up a perfect marketing strategy.
Keywords: Fast Moving Consumer Goods (FMCG), ITC LTD, India, Consumer Packaged Goods (CPG), 'Hazard Analysis Critical Control Points' (HACCP), Product Quality Rating System' (PQRS), Consumer Behavior.
Title: A study on consumer buying behavior towards Fast Moving Consumer Goods (FMCG) of ITC LTD
Author: GEZAHAGN CHINASHO LACHEBO
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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