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Abstract
Research has been completed to study the behaviour of consumer towards fast-moving consumer goods (FMCG) through interpreting how the customer deals with brands and consumption quantity and also examine customer satisfaction. So this is one of the main tools for the company to survive in the market and deals with the competition by knowing their customer needs and wants and mainly customer satisfaction. Therefore, this study will tell about how to win the customer loyalty and customer's heart by analyzing the factor that influences the result of customer loyalty i.e. customer satisfaction. So, in this research work, we are trying to find out the views of the consumer based on age, gender, occupation, towards fast-moving consumer goods.
Keywords: FMCG, Segments, Brand, Customer Satisfaction,
Introduction
FMCG stands for fast-moving consumer goods. FMCG sector is the fourth largest sector in the Indian economy and also one of the booming sectors in the past decade. This sector is a composition of these segments i.e. hair care, foods, health supplements, oral care, OTC& ethical, home care, digestives, skincare, etc. The major contributor to India's GDP (Gross Domestic Product) is the FMCG sector and it also employs the people. In India customer wants best deals at cheap price so this results that customer is less likely to stay loyal with one particular brand. So, FMCG companies are always trying to influence customersby providing discounts, combo deals, promotional deals to attract customer to buy their product and stay loyal with their brand. As many companies are coming in the market and the competition level is increasing day by day so companies are now increasing their advertisement and sales promotion expenditure so that they can retain their customer and built a strong customer base.
Literature Review
Brand Awareness
Brand Awareness is an important part of customer satisfaction research. The company should aware ofits brand to the customers to get customer loyalty A customer should be aware of the brand before buying the products. Brand awareness has to be created so the brand attitude can be formed & intentions to buy will arise.(Rossitier and Percy 1987;Rossitier et al.1991). However, Brand awareness is important for this research as it will be the capability to recognize a certain brand as being a member...