List of Tables. 2.1 Fast Moving Consumer Goods (FMCG) Sector of India. 2.2 Fast Moving Consumer Goods (FMCG) Sector of India:

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List of Tables Chapter 1 1.1 The Top 10 companies in FMCG sector 1.2 Pre and post liberalization scenario 1.3 FMCG Category and products Chapter 2 2.1 Fast Moving Consumer Goods (FMCG) Sector of India 2.2 Fast Moving Consumer Goods (FMCG) Sector of India: 2.3.1 Product Category: Detergent Cake 2.3.2 Product Category: Cooking Oil 2.3.3 Product Category: Energy Drink 2.3.4 Product Category: Deodorant 2.3.5 Product Category: Hair Oil 2.3.6 Product Category: Hair Colour 2.3.7 Product Category: Shaving Cream 2.3.8 Product Category: Fairness Cream 2.3.9 Product Category: Biscuits 2.3.10 Product Category: Tooth Paste: 2.3.11 Product Category: Toilet Shop 2.3.12 Product Category: Shampoo 2.3.13 Product Category: Face Wash 2.3.14 Product Category: Detergent Powder. ~ XI ~

Chapter 5 5.1.1 Case Processing Summary of Scale Reliability Analysis: 5.1.2 Reliability statistics: 5.1.3 Scale Items Statistics: 5.1.4 Inter Item correlations Matrix: 5.1.5 Sample Statistics: 5.1.6 Gender Statistics: 5.1.7 Employment Status Statistics: 5.1.9 Educational Qualification Statistics: 5.1.9 Family Income Statistics 5.1.10 Family Size Statistics: 5.1.11 Marital Status Statistics: 5.1.12 Family Type Statistics: 5.2.1 Attitude towards Cash discount * Gender: Statistics 5.2.2 One-Sample Kolmogorov-Smirnov Test (Test of Normality): An Attitude towards Cash discount * Gender: 5.2.3. Mann-Whitney Test: Attitude towards Cash discount * Gender 5.2.4 Test Statistics - Attitude towards Cash discount * Gender 5.2.5 Two-Sample Kolmogorov-Smirnov Test: Test Statistics: Attitude towards Cash discount * Gender 5.3.1 Test of Homogeneity of Variances - Attitude towards Cash discount * employment status. 5.3.2 Descriptive Statistics - Attitude towards Cash discount * employment status. 5.3.3 ANOVA - Attitude towards Cash discount * employment status. 5.4.1 Test of Homogeneity of Variances - Attitude towards Cash discount * Educational qualification ~ XII ~

5.4.2 Descriptive - Attitude towards Cash discount * Educational qualification 5.4.3 ANOVA - Attitude towards Cash discount * Educational qualification 5.5.1 Test of Homogeneity of Variances - Attitude towards Cash discount * Family Income 5.5.2 Descriptives - Attitude towards Cash discount * Family Income 5.5.3 ANOVA - Attitude towards Cash discount * Family Income 5.5.4 Robust Tests of Equality of Means - Attitude towards Cash discount * Family Income 5.6.1 Test of Homogeneity of Variances - Attitude towards Cash discount * Family Size 5.6.2 Descriptives - Attitude towards Cash discount * Family Size 5.6.3 ANOVA - Attitude towards Cash discount * Family Size 5.6.4 Multiple Comparisons - Attitude towards Cash discount * Family Size 5.7.1 Group Statistics - Attitude towards Cash discount * Family Type 5.7.2 Mann Whitney Test: Ranks: Attitude towards Cash discount * Family Type 5.7.3 Test Statistics - Attitude towards Cash discount * Family Type 5.7.4 Two samples Kolmogorov Smirnov test: Test Statistics : Attitude towards Cash discount * Family Type 5.8.1 Group Statistics: Attitude towards Cash discount * Marital Status 5.8.2 Mann Whitney Test: Ranks: Attitude towards Cash discount * Marital Status 5.8.3 Mann Whitney Test: Test Statistics : Attitude towards Cash discount * Marital Status 5.8.4 Two Sample Kolmogorov Smirnov Test: Attitude towards Cash discount * Marital Status 5.9.1 One-Sample Statistics: Consumer preference of cash discount and free gift 5.9.2 One-Sample T Test: Consumer preference of cash discount and free gift 5.10.1 Group Statistics: Deal Proneness* Gender ~ XIII ~

5.10.2 Test of Homogeneity of Variances: Deal Proneness* Gender 5.10.3 Test of Normality: One-Sample Kolmogorov-Smirnov Test: Deal Proneness* Gender 5.10.4 Mann Whitney U Test: Ranks: Deal Proneness* Gender 5.10.5 Mann Whitney U Test: Test Statistics: Deal Proneness* Gender 5.10.6 Two Samples Kolmogorov Smirnov Test: Deal Proneness* Gender 5.11.1 Test of Homogeneity of Variances: Deal Proneness* Employment Status 5.11.2 Descriptives: Deal Proneness* Employment Status 5.11.3 ANOVA: Deal Proneness* Employment Status 5.12.1 Test of Homogeneity of Variances: Deal Proneness* Educational qualification 5.12.2 Descriptives: Deal Proneness* Educational qualification 5.12.3 ANOVA: Deal Proneness* Educational qualification 5.13.1 Test of Homogeneity of Variances: Deal Proneness* Family Income 5.13.2 Descriptives: Deal Proneness* Family Income 5.13.3 ANOVA: Deal Proneness* Family Income 5.14.1 Test of Homogeneity of Variances: Deal Proneness* Family Size 5.14.2 Descriptives: Deal Proneness* Family Size 5.14.3 ANOVA: Deal Proneness* Family Size 5.15.1 Group Statistics: Deal Proneness* Family Type 5.15.2 Test of Homogeneity of Variances: Deal Proneness* Family Type 5.15.3 Test of Normality: Deal Proneness* Family Type 5.15.4 Mann Whitney Test: Ranks: Deal Proneness* Family Type 5.15.5 Test Statistics - Deal Proneness* Family Type 5.15.6 Two Sample Kolmogorov Smirnov Test: Deal Proneness* Family Type 5.16.1 Group Statistics: Deal Proneness* Marital Status 5.16.2 Test of Homogeneity of Variances: Deal Proneness* Marital Status ~ XIV ~

5.16.3 Test of Normality: Deal Proneness* Marital Status 5.16.4 Mann Whitney Test: Ranks: Deal Proneness* Marital Status 5.16.5 Test Statistics - Deal Proneness* Marital Status 5.16.6 Two Sample Kolmogorov Smirnov Test: Deal Proneness* Marital Status 5.17.1 Group Statistics: Brand Equity Perceptions* Gender 5.17.2 Test of Homogeneity of Variances: Brand Equity Perceptions* Gender 5.17.3 Test of Normality: Brand Equity Perceptions* Gender 5.17.4 Mann Whitney Test: Ranks: Brand Equity Perceptions* Gender 5.17.5 Test Statistics : Brand Equity Perceptions* Gender 5.17.6 Two Samples Kolmogorov Smirnov Test: Brand Equity Perceptions* Gender 5.18.1 Test of Homogeneity of Variances: Brand Equity Perceptions* Employment Status 5.18.2 Descriptives: Brand Equity Perceptions* Employment Status 5.18.3 ANOVA: Brand Equity Perceptions* Employment Status 5.18.4 Robust Tests of Equality of Means: Brand Equity Perceptions* Employment Status 5.19.1 Test of Homogeneity of Variances: Brand Equity Perceptions* Educational Qualification 5.19.2 Descriptives: Brand Equity Perceptions* Educational Qualification 5.19.3 ANOVA: Brand Equity Perceptions* Educational Qualification 5.20.1 Test of Homogeneity of Variances: Brand Equity Perceptions* Family Income 5.20.2 Descriptives: Brand Equity Perceptions* Family Income 5.20.3 ANOVA: Brand Equity Perceptions* Family Income 5.21.1 Descriptives: Brand Equity Perceptions* Family Size 5.21.2 Test of Homogeneity of Variances: Brand Equity Perceptions* Family Size 5.21.3 ANOVA: Brand Equity Perceptions* Family Size ~ XV ~

5.22.1 Descriptives: Brand Equity Perceptions* Family Type 5.22.2 Test of Homogeneity of Variances : Brand Equity Perceptions* Family Type 5.22.3 Test of Normality: Brand Equity Perceptions* Family Type 5.22.4 Mann Whitney Test: Ranks: Brand Equity Perceptions* Family Type 5.22.5 Test Statistics : Brand Equity Perceptions* Family Type 5.22.6 Two Sample Kolmogorov- Smirnov Test: Brand Equity Perceptions* Family Type 5.23.1 Descriptives: Brand Equity Perceptions* Marital Status 5.23.2 Test of Homogeneity of Variances: Brand Equity Perceptions* Marital Status 5.23.3 Test of Normality: Brand Equity Perceptions* Marital Status 5.23.4 Mann Whitney Test: Ranks: Brand Equity Perceptions* Marital Status 5.23.5 Test Statistics: Brand Equity Perceptions* Marital Status 5.23.6 Two Sample Kolmogorov Smirnov Test: Brand Equity Perceptions* Marital Status 5.24.1 Descriptive Statistics: Media Preference* Gender 5.24.2 Frequencies: Median: Media Preference* Gender 5.24.3 Test Statistics : Media Preference* Gender 5.25.1 Ranks: Media Preference* Employment Status 5.25.2 Test Statistics: Media Preference* Employment Status 5.25.3 Median Test: Frequencies: Media Preference* Employment Status 5.26.1 Ranks: Media Preference* Educational Qualification 5.26.2 Test Statistics : Media Preference* Educational Qualification 5.26.3Frequencies: Media Preference* Educational Qualification 5.26.4 Crosstab: Wall Painting * Educational Qualification 5.26.5 Chi-Square Tests: Wall Painting * Educational Qualification 5.26.6 Crosstab Internet * Educational Qualification ~ XVI ~

5.26.7 Chi-Square Tests: Internet* Educational Qualification 5.27.1 Ranks: Media Preference* Family Income 5.27.2 Test Statistics : Media Preference* Family Income 5.27.3 Frequencies: Media Preference* Family Income 5.27.4 Crosstab: Banners* Family Income 5.27.5 Chi-Square Tests: Banners* Family Income 5.28.1 Descriptive Statistics: Media Preference* Family Type 5.28.2 Ranks: Media Preference* Family Type 5.28.3 Test Statistics : Media Preference* Family Type 5.28.4 Two-Sample Kolmogorov-Smirnov Test: Media Preference* Family Type 5.29.1 Descriptive Statistics: Media Preference* Marital Status 5.29.2 Ranks: Media Preference* Marital Status 5.29.3 Test Statistics : Media Preference* Marital Status 5.29.4 Frequencies: Media Preference* Marital Status 5.29.5 Test Statistics : Media Preference* Marital Status 5.30 Sales Promotion Scheme: 5.31 Statistics: Sales Promotion Scheme Preference: 5.32 Frequency: SPS1 5.33 Frequency: SPS2 5.34 Frequency: SPS3 5.35 Frequency: SPS4 5.36 Frequency: SPS5 5.37 Frequency: SPS6 5.38 Frequency: SPS7 5.39 Frequency: SPS8 ~ XVII ~

5.40 Frequency: SPS9 5.41 Frequency: SPS10 5.42 Frequency: SPS11 5.43 Frequency: SPS12 5.44 Frequency: SPS13 5.45.1 Ranks: Sales Promotion Scheme Preference* Gender 5.45.2 Test Statistics : Sales Promotion Scheme Preference* Gender 5.46.1 Kruskal Wallis Test: Ranks: Sales Promotion Scheme Preference* Employment Status 5.46.2 Test Statistics: Sales Promotion Scheme Preference* Employment Status 5.47.1 Ranks: Sales Promotion Scheme Preference* Educational Qualification 5.47.2 Test Statistics: Sales Promotion Scheme Preference* Educational Qualification 5.48.1 Ranks: Sales Promotion Scheme Preference* Family Income 5.48.2 Test Statistics: Sales Promotion Scheme Preference* Family Income 5.49.1 Kruskal Wallis Test: Sales Promotion Scheme Preference* Family Size 5.49.2 Test Statistics: Sales Promotion Scheme Preference* Family Size 5.50.1 Mann Whitney Test: Sales Promotion Scheme Preference* Family type 5.50.2 Test Statistics : Sales Promotion Scheme Preference* Family type 5.51.1 Mann Whitney Test: Sales Promotion Scheme Preference* Marital Status 5.51.2 Test Statistics: Sales Promotion Scheme Preference* Marital Status 5.52 Orthogonal Design: 5.52.1 Profile Number 1: 5.52.2 Profile Number 2: 5.52.3 Profile Number 3: 5.52.4 Profile Number 4: 5.52.5 Profile Number 5: ~ XVIII ~

5.52.6 Profile Number 6: 5.52.7 Profile Number 7: 5.52.8 Profile Number 8: 5.52.9 Profile Number 9: 5.52.10 Profile Number 10: 5.52.11 Profile Number 11: 5.52.12 Profile Number 12: 5.52.13 Profile Number 13: 5.53 Running conjoint analysis: Model Description 5.54 Conjoint Analysis: Utilities 5.55 Conjoint Analysis: Importance Values 5.56 Conjoint Analysis: Correlations ~ XIX ~

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