Customer Satisfaction And Its Inference Towards Select Fast Moving Consumer Goods: A Study

Transcription

1 Journal of Commerce & Management Thought Vol. 6-4, 2015, pp DOI : / X Customer Satisfaction And Its Inference Towards Select Fast Moving Consumer Goods: A Study Dr. Achut P. Pednekar 706 Abstract Customer satisfaction is important for the company to build the sales and value of the brand. The objectives and the purpose of the study were explained to the respondents. Both primary and secondary data were collected to realize the objectives of the study. Due to limitation of time, only 100 respondents were selected from Mhapsa area on the basis of convenient sampling. In order to make an in-depth study, secondary data has been collected from journals, publications, news, internet, and magazines. Necessary statistical tools have been used and the collected data were then consolidated, tabulated and analyzed. The results and discussions have been presented under various head. The products covered under the study are Toothpaste, Soap, Shampoo, Detergents, Utensil cleaner, Face cream, Milk, Soft drink, Coffee, Edible Oil, Noodle, Spices, Talcum powder, Hair oil, Deo s, Tea Powder, Biscuits, Pickles, Chips, Chocolates, Ice cream and Ketchup. The study concludes that most of the products are purchased on the basis of quality, price, brand status, identity, services, packaging, credibility and self esteem. They get attracted to the many variables related to the utility and the price value. Key words Customer; Satisfaction; FMCG; Brands

2 Customers satisfaction and Introduction There is no doubt that consumer is the supreme. They want number of goods to satisfy their needs and comforts. Such satisfaction can be ensured by producing the suitable goods and making them available for consumption to the consumer. For this purpose, there is need to identify the consumers attitude towards different goods. The manufacturers are expected to undertake the consumer research activity to understand the approach of consumer. The consumer research helps the manufacturers to produce, as far as possible, the suitable goods according to the requirement of the consumers. Fast moving consumer goods (FMCG) are consumer packaged goods, the products with a quick turnover and relatively low cost and the items which get replaced within a year. FMCG includes wide range of frequently used and purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products, detergents, glassware, bulbs, batteries, paper products, shampoos, shoe polish, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper and chocolate bars. White goods in FMCG refer to household electronic items such as Refrigerators, TVs, and Music System etc. These items are meant for daily or frequent consumption and have a high return. Typical purchasing of these goods occurs at grocery stores, supermarket, hypermarket etc. FMCG product can be sold in a better way to promote the sales through the samples, coupons, premium, refunds, bonus and price of deals, frequency programmes and event marketing. Objective of the study The present study aims at understanding the customer satisfaction and its implication towards select FMCG goods. Research Methodology The objectives and the purpose of the study were explained to the respondents. Due to limitation of time, only 100 respondents were selected from among 150 respondents of Mhapsa area on the basis of

3 708 Journal of Commerce and Management Thought 6-4 convenient sampling. The data collected through primary and secondary sources were combined together to arrive at a conclusion in formulating the findings and resultant recommendations or suggestions. Necessary statistical tools have been used and the data presented effectively adopting appropriate techniques. Both primary and secondary data were collected to realize the objectives of the study. The collected data were then consolidated, tabulated and analyzed. In order to make an in-depth study, secondary data has been collected from journals, publications, news, internet, and magazines. The products covered under the study are Toothpaste, Soap, Shampoo, Detergents, Utensil cleaner, Face cream, Milk, Soft drink, Coffee, Edible Oil, Noodle, Spices, Talcum powder, Hair oil, Deo s, Tea Powder, Biscuits, Pickles, Chips, Chocolates, Ice cream and Ketchup. Descriptive survey of cross sections of customers In order to know the aforementioned dimensions, of the customer satisfaction and its implications towards FMCG goods, a quick descriptive survey of 100 respondents of Mhapsa area using the FMCG goods was conducted by administering structured questionnaire. The respondents belonged to cross-sections of the society in terms of age, sex, profession, education and income status. Out of 100 respondents, 63 per cent of the female respondents and 37 per cent of the male respondents use fast moving consumer goods. 14 per cent of the respondents fall in the age group of 30 and below. 28 per cent of respondents are in the age group of 31 to per cent of respondents are in the age group of 41 to per cent of the respondents are in the age group of 51 to 60 and 8 per cent of the respondents belongs to the categories of 61 and above. 8 per cent of the respondents are having educational qualification below S.S.C. 29 per cent of respondents possess educational qualification up to S.S.C. 21 per cent of respondents are qualified up to H.S.S.C. 8 per cent are under Graduate, 33 per cent are Graduate, whereas, 1 per cent belongs to the post graduate categories. 29 per cent of respondents are having income below per cent of respondents are having income between to per cent are having income between to and 8 per cent of respondents are having income above

4 Customers satisfaction and Data Analysis and Discussion The results and discussions have been presented under various head. Exhibit I Preference for Toothpaste Brands Exhibit I shows that Colgate leads the market with per cent per cent respondents prefer Pepsodent as their favorite toothpaste, 9.16 per cent of respondents prefers Close Up per cent of respondents prefer Patanjali per cent of respondents prefer Babool & Sensodyne each per cent of respondents prefer to use other types of toothpaste like Anchor, Amar etc. In case of toothpaste brand, the most of the respondents prefer Colgate as their main choice. This thing can be revealed from the fact that per cent of the respondents prefer Colgate paste simply because of its fighting spirit with cavities as well as give whiter teeth. Exhibit II Preference for Soap

5 710 Journal of Commerce and Management Thought 6-4 Above Exhibit II shows that Lux leads the market share with per cent per cent consumer prefer Lifebuoy as their favorite soap, per cent of consumer opt for Pears as their main brand per cent of consumer prefers to use Dove per cent of consumer prefers Dettol as their best alternative per cent of consumer prefer to use Rexona, whereas, per cent of consumers prefer to use other soaps available viz; Medimix, Patanjali etc. In case of soaps, Lux is capturing per cent of the market. Most of the respondents prefer Lux because it glows and moisturize the skin and also it is made from 100 per cent vegetable oil. Exhibit III Preference for Shampoo As per the above Exhibit III majority of the respondents use Clinic Plus and Head & Shoulder i.e per cent per cent respondents prefer Sunsilk as their favorite shampoo, 8.82 per cent of respondents prefers Pantene per cent of respondents prefer to use L Oreal Paris and per cent of respondents prefer to use other shampoo viz; Himalaya, Clean & Clear etc. In case of shampoo, both Clinic plus and Head & Shoulder are leading the market by per cent. From the respondent s point of view, as both are of good quality shampoo, they strengthen the hair, reduce hair fall and dandruff and gives thick and long hair.

6 Customers satisfaction and Exhibit IV Preference for Detergent Brand As per the above Exhibit IV, per cent of the respondents prefer to use Tide which is at the top list per cent respondents prefer Surf Excel as their favorite detergent, per cent of respondents prefers OK as their detergent per cent of respondents prefer to use Wheel per cent prefer to use Rin as their detergent per cent of respondents prefer to use other detergent viz; Patanjali, Arial etc. In case of detergents, tide is preferred by per cent of the respondents. The respondents are of the view that they preferred tide as the best among the other detergents especially because of its unique capacity of cleaning the clothes and bringing it newness to the clothes. Exhibit V Preference for Utensil Cleaner Brands The above Exhibit V reveals that Vim (Liquid/Soap) shares the market with per cent per cent respondents prefer Exo as their favorite utensil cleaner, 1.92 per cent of respondents prefers Prill as their utensil cleaner per cent of respondents prefer to use Patanjali and 0.96 per cent of respondents prefer to use Pitambari. In

7 712 Journal of Commerce and Management Thought 6-4 utensil cleaner, Vim (liquid/soap) is preferred by the respondents because according to them Vim has a power of cleaning the utensil in one wash as it contains 100 lemons in it per cent of the respondents of the total 100 respondents preferred Vim for cleaning their utensils. Exhibit VI Preference for face cream brand Above Exhibit VI shows that Fair & Lovely leads the market with per cent per cent respondents prefer Fairever as their favorite, per cent of respondents prefers Ponds and Lakme per cent of respondents prefer to use Oley per cent of respondents prefers Nivea and per cent of respondents prefer to use other face cream brands i.e.; Himalaya, Pear s etc. Fair & Lovely is leading the market in case of face cream i.e. by per cent. It is preferred by respondents because according to them it contains no harmful ingredients and the quality is also good. Exhibit VII Preference for Milk Brands

8 Customers satisfaction and As per the above Exhibit VII, 59 per cent of the respondents prefer to use Goa Dairy which is at the priority list. 18 per cent respondents prefer Amul as their favorite, 12 per cent of respondents prefers Mahananda. 11 per cent of respondents prefer to use other milk brands viz; Mayur, Nestle etc. In case of milk brand, Goa Dairy is preferred by majority of the people i.e. about 59 per cent as it provides easy availability, proteins, calcium and fats. Exhibit VIII Preference for Soft Drink Brand Sources: Compilation of primary data From the above Exhibit VIII, we can see that per cent of the respondents prefer Sprite as their favorite soft drink. Pepsi is preferred by per cent per cent of the respondents represent Coca- Cola per cent of the respondents prefer to Dew as their favourite per cent of respondents prefer to drink 7up per cent of respondents prefer to drink Mazza and Slice and 6.19 per cent of prefers respondents like to have other drink available viz; Fanta, Minute Made etc. In case of soft drinks, Sprite is having the highest demand that is per cent because of its quality and flavor.

9 714 Journal of Commerce and Management Thought 6-4 Exhibit IX Preference for Coffee Brands Sources: Compilation of primary data As per the Exhibit IX above, per cent of the respondents prefer to use Nescafe as a coffee brand which is in the priority list per cent respondents prefer Bru as their favorite coffee, per cent of respondents prefers TATA Coffee per cent of respondents prefer to use other than the mention above. As far as coffee is concerned, Nescafe is preferred by over and above 45 per cent of the respondents due to its best quality. Exhibit X Preference for Edible oil Brands Sources: Compilation of primary data As per the above, per cent of the respondents prefers to use Gemini per cent respondents prefer Saffola as their favorite, 16 per cent of respondents prefers Sunflower per cent of respondents prefer to use Fortune Refined per cent of respondents prefer to use Gold Winner per cent prefer to use Palmolein and other available brands, viz; Ruchi Gold, Raag etc. Gemini is leading the market by per cent inspite of being charged high price.

10 Customers satisfaction and Exhibit XI Preference for Noodle Brands Sources: Compilation of primary data It shows that per cent of the respondents prefer to eat Maggie as a noodles brand per cent respondents prefer Foodles as their favorite, per cent of respondents prefers Knorr per cent of respondents prefer to eat Sunfeast and Chingz per cent prefer to eat Top Ramen and 4.72 per cent of respondents eat rest of the brands available in the market, viz; Smith and Jones and others. In case of noodles, Maggie noddles are leading the market by over per cent. It mostly prefers because children likes it most and it is easy to cook and within 2 minutes it get ready. So the demand for Maggie noddles is increasing. Exhibit XII Preference for Spices Sources: Compilation of primary data per cent of the respondents prefer to use Everest per cent of respondents prefer Suhana as their favorite, per cent of

11 716 Journal of Commerce and Management Thought 6-4 respondents prefer M.D.H per cent prefer to use Ram Bandhu 4.80 per cent prefer to use Catch and per cent of respondents prefer to use other brands available, viz; Cookme etc. In case of spices, Everest brands are preferred mostly by over per cent of the respondents because of the taste and quality. The survey reveals that Everest product is the leading brand. It is very creative and highly attractive to match with the choices of the respondents. Exhibit XIII Preference for Talcum Powder Brands Sources: Compilation of primary data Exhibit XIII reveals that Ponds leads the market with per cent per cent respondents prefer Spinz as their favorite, 4.71 per cent of respondents prefers Lakme per cent of respondents prefer to use Santoor and Wild Stone per cent of respondents prefer to use other talcum powder brands available, viz; Patanjali, Yardley and London. In case of talcum powder, Ponds prefer mostly by per cent of the respondents. It is because of its fragrance and flavors. Exhibit XIV Preference for Hair Oil

12 Customers satisfaction and Above Exhibit XIVshows that parachute leads the market with per cent per cent respondents prefer almond oil as their favorite, per cent of respondents prefers livon per cent of respondents prefer to use coconut oil and 5.71 per cent of respondents prefer to use other brands available, viz; Vatika, Ashwini etc In case of hair oil; Parachute is one of the leading hair oil. It is mostly preferred by the respondents by over per cent because of its quality of maintaining hair good looking, shiny, long and healthy. Exhibit XV Preference for Tea Powder Brand The above Exhibit XV shows that per cent of the respondents prefer to use Red Label per cent respondents prefer TATA as their favorite, per cent of respondents prefers Kanandevan per cent of respondents prefer to use Society per cent of respondents prefer to use Taj Mahal per cent prefer to use Wagh Bakri and Patanjali each and 5.71 per cent respondents prefer other tea powder. In case of tea powder, Red label is preferred mostly by over per cent because from the respondents view point it has the ability of maintaining health good and keeps them fresh over a longer period of time.

13 718 Journal of Commerce and Management Thought 6-4 Exhibit XVI Preference for Deodorants Brands Source: Compilation of Primary Data As per the above Exhibit XVI, per cent of the respondents use Rexona per cent respondents prefer Axe as their favorite, per cent of respondents prefers Fogg per cent of respondents prefer to use Cynthol per cent of respondents prefer to use Spinz and per cent respondents prefer to use other deodorant; viz; Enevy, Wild Stone etc. In case of Deo s, Rexona is preferred mostly by over per cent. According to the respondents Rexona has fragrance and flavors. Apart from that they also believe that the respective brand keeps day a best with fresh atmosphere. Exhibit XVII Preference for Biscuit Brands As per the above Exhibit XVII, 25 per cent of the respondents prefer to have Good Day per cent respondents prefer Marie as their favorite, per cent of respondents prefers Hide & Sick of per cent respondents prefer to have Oreo per cent of respondents

14 Customers satisfaction and prefer Britannia per cent prefer Tiger and Cream Cracker per cent of respondents prefer Toast and 6.81 per cent respondents prefer to have other biscuit brands available like Parle-G, Dream Cream etc. In case of biscuits, Good day brands are preferred mostly by over 25 per cent because of the taste and quality. Exhibit XVIII Preference for Pickle Source: Compilation of Primary Data As per the above Exhibit XVIII, majority of the respondents prefer Siddhivinayak, i.e per cent per cent respondents prefer Shraddha per cent prefer Ram Bandhu, 2.83 per cent prefer Nilon s and per cent of respondents prefer to use other pickle brand. In case of pickle, Siddhivinayak is preferred mostly by over per cent because of the taste and quality. Exhibit XIX Respondents Preferring Chips Source: Compilation of Primary Data As per the above, most of the respondents prefers to eat Lay s as their favorite chips brand i.e per cent per cent of the

15 720 Journal of Commerce and Management Thought 6-4 respondents prefer Kurkure, per cent of the respondents prefer to eat Balaji, 8.72 per cent of the respondents prefer Uncle Chips and Bingo as favorite chips brand. Hippo is preferred by 6.71 per cent of the respondents; Cheetos by 5.36 per cent and 8.72 per cent of the respondents prefer other chips brand available in the market. In case of chips, Lay s brand is leading the market by over per cent. It is mostly preferred by the children because of its flavour. Exhibit XX Preference for Chocolate Brands The Above Exhibit XX shows that the Cadbury Silk leads the market by per cent per cent of the respondents prefer Galaxy as their favorite per cent of the respondents prefer Cadbury Dairy Milk. Snickers, Kitkat, Cadbury Dairy Milk Fruits and Nuts are preferred by 8.16 per cent of the respondents, whereas, 6.80 per cent of the respondents preferring Milky bar as their chocolate brand per cent prefer Cadbury Dairy Milk Roast Almond and per cent prefer other chocolate brands available in the market. In case of chocolates, Silk brand is leading the market by over per cent. It is preferred firstly, of its advertisement in the television. Secondly, it reminds about the childhoodness and finally, the taste.

16 Customers satisfaction and Exhibit XXI Preference for Ice Cream Brands From the above, we can see that per cent of the respondents prefer Amul as their favorite ice cream per cent of the respondents prefer Cream Bell per cent of the respondents prefer Vadillal. Kwality walls are preferred by per cent of the respondents per cent of the respondents prefers Mother Dairy as favorite per cent of the respondents prefer London Dairy and 9.64 per cent of the respondents prefer other ice cream brands. In case of ice cream, Amul brand is holds the maximum share i.e per cent. It is mostly preferred due to its taste, quality, loyalty, image etc. Exhibit XXII Exhibit Preference for Ketchup Brands As per the above, per cent of respondents prefer Kissan as their favorite per cent of the respondents prefer Maggie. Heinz is preferred by per cent of the respondents. Chingz is preferred by

17 722 Journal of Commerce and Management Thought per cent of the respondents per cent of respondents prefer Tops as their favorite and 4.50 per cent of respondents prefer ketchup brand available in the market. In case of ketch up, Kissan brand is leading the market by over per cent. Conclusion The brand preference in fast moving consumer goods sector is showing significant growth. In the survey we found that the most of the people prefered branded products. The reason behind this is the quality, price, packaging, offers and advertisements. Since according to them quality is assured as the manufacturers are reputed. The most known fast moving consumer goods are Colgate, Lux Clinic plus, Head & Shoulder, Tide, Vim (liquid / soap), Fair & Lovely Goa dairy, Sprite Nescafe, Gemini, Maggie, Everest Ponds, Parachute, Red Label, Rexona Good Day, Siddhivinayak, Lay s, Silk and Amul, and Kissan. In the present day, the consumers are ready to pay more for branded quality items. It is the quality, promotion and innovation of products that attracts the consumers. Reference 1. S. K. Sarangi; (second edition 2009); Marketing Management; Asian Books Private Ltd; New Delhi. 2. S. M. Jha; (reprints: 2008) Service Marketing; Himalaya Publishing House, Bombay. 3. Philip Kotler and Kevin lane Keller; (12 editions 2006); Marketing Management; Pearson Education, Inc. and Dorling Kindersley Publishing Inc. 4. S. A. Chunawalla; (2nd revised edition 2005); Commentary on Consumer Behaviour Himalaya Publishing House, Bombay. 5. S. A. Chunawalla; S. A. Chunawalla; (reprint edition 2002); Advertising, Sales and Promotion Management Himalaya Publishing House, Bombay. 6. Philip Kotler; (edition 1999); Marketing Management; Tata McGraw hill publisher. 7. C.N Sontakki; (I Edition, 1992); Marketing Management, Kalyani Publishers Noida. 8. Kegees Journal of Social Science published By Dr. M.E.Kuriakose, Kuriakose Gregorios. College, Pampady, Kottayam, Kerala, India, July Vol 4. No satisfaction_with_reference_to_icecream_in 10.

18 Customers satisfaction and contents article/8-fast moving consumer goods 12. moving-consumergoods-fmcg/2114e,0,64/index html top-10-fast moving-consumergoods cycle. The Author Dr Achut Pednekar is Assistant Professor in Dnyanprassarak Mandal s College and Research Centre, Assagao, Goa. atchutpednekar@yahoo.com Received On: 08, Sep.2015