Volume : 5, Issue : 5, MAY 2019

BRAND SELECTION ATTRIBUTES OF WOMEN TOWARDS FMCG PRODUCTS

GAJENDRA SINGH RANA, KANCHAN RAO

Abstract

Women consumers are highly involved in marketing and these consumer structures as an important part of the Indian marketing. Significant information is available on the reasons behind male and female purchases with respect to residing place, age, education and income groups. The variables taken for brand selection are date of manufacturing, medical value, freshness, company image, size available, price, herbal, package, advertisement, colour and taste. For the purpose of the study, the products like Tooth Paste, Health Drinks, Toilet soap, Cosmetics and Hair Care are considered. The data which has been collected from 250 housewives and 250 working women regarding their brand selection attributes towards FMCG product is analyses with the help of weighted average and correlation. On an overall assessment, it is assessed that the women whether working or at home prefer the FMCG products mainly on the basis of Date of manufacturing, Freshness and Medical Value. The women are least bothered about the Price, Advertisement, Colour and taste of the products.

Keywords

ATTRIBUTES, BRAND, HOUSEWIVES, MARKET, SELECTION, WORKING WOMEN.

Article : Download PDF

Cite This Article

Article No : 12

Number of Downloads : 457

References

  1. Agarwal S and Luniya V, (2011), “A study on awareness, preferences and buying behaviour of women consumer regarding hand woven kota doria saris”, International Referred Research Journal, Vol. 1 (17), pp 115-117.
  2. Armstrong, G and Kotler, P (2005), Marketing: An Introduction, New Jersey, Pearson Education, Inc.
  3. Avinash Kapoor and Chinmaya Kulshrestha, (2008), “The effect of perception on Indian urban female consumer buying Behaviour”, Monash Business Review, Vol. 4, (1),
  4. Gopinath R, and Kalpana R, (2011), "A study on buying behavior of women in the city of Tiruchirappalli district, Tamil Nadu, India", Available on http://www.inventi.in/ Article /mrc/ 10/11.aspx.
  5. Hoyer Wayne D, Maclnnis Debroah J (2004), Consumer behavior, (3rd ed) Houghton Mifflin company.
  6. Kishor N. Choudhary and Santosh S. Dandwate, (2011), “Buying behavior of women and factors influencing purchase decision of durable goods -A study with reference to Nanded city”, Variorum, Multi- Disciplinary e-Research Journal, Vol. 2 (1), pp 1-5.
  7. Kotler P, Armstrong G, Saunders J and Wong V, (2001), Principal of Marketing, (3rd ed) Harlow Pearson Education Limited.
  8. Madhavi C and Arul Kumar S, (2006), “Rural marketing for FMCG”, Indian Journal of Marketing, Vol. 36, No. 4, pp 19-23.
  9. Muhammad Ali Tirmizi, Kashif-Ur-Rehman and Iqbal Saif M, (2009), “An empirical study of consumer impulse buying behavior in local markets”, European Journal of Scientific Research, Vol. 28 No. 4, pp 522-532.
  10. Namita Rajput, Subodh Kesharwani and Akanksha Khanna, (2012), “Dynamics of female buying behaviour: A study of branded apparels in India”, International Journal of Marketing Studies, Vol. 4, No. 4, pp 121-129.
  11. Selvaraj, A, (2007), “Rural consumer’s behaviour regarding non-durable goods: A study in Erode district of Tamil Nadu”, Indian Journal of Marketing, Vol. 37, No. 12, pp 35-39.
  12. Surinder Kr. Miglani, (2011), “Indian women’s buying behavior and their values for the market”, VSRD International Journal of Business and Management Research, Vol. 1 (3), pp 159-163.