A Study On Rural Consumer Behaviour Towards Selected Fast Moving Consumer Goods in Karur District

A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS
SELECTED FAST MOVING CONSUMER GOODS IN

KARUR DISTRICT
A PROJECT REPORT
Submitted
By
NAVEENKUMAR S
Reg. No.: 920216631033
In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
In
DEPARTMENT OF MANAGEMENT STUDIES
PULIYUR C.F., KARUR-639114
JUNE - 2018
PULIYUR C.F, KARUR
PROJECT WORK
JUNE - 2018
This is to certify that project entitled
A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS

SELECTED FAST MOVING CONSUMER GOODS IN
KARUR DISTRICT
Is the bonafide record of project work done by
By
NAVEENKUMER S
Reg. No.: 920216631033
Of MBA during the year 2016– 2018
Project Guide Head of the Department
Submitted for the Project viva-voce Examination held on _____________.
Signature of Internal Examiner Signature of External Examiner

DECLARATION
I a firm that the project work titled “A STUDY ON RURAL

CONSUMER BEHAVIOUR TOWARDS SELECTED FAST MOVING
CONSUMER GOODS IN KARUR DISTRICT” being submitted in partial
fulfillment for the award of master of business administration is the original
work carried out by me. it has not formed the part of any other project work
submitted for award of any degree or diploma, either in this or any other
university.
Signature of the Candidate,

NAVEENKUMAR S
Register No.920216631033
I certify that the declaration made above by the candidate is true.
Signature of the Guide,

PULIYUR C.F, KARUR
BONAFIDE CERTIFICATE
Certified that this project titled “A STUDY ON RURAL CONSUMER BEHAVIOUR
TOWARDS SELECTED FAST MOVING CONSUMER GOODS IN KARUR
DISTRICT” is the bonafide work of NAVEENKUMAR S (Register no: 920216631033)
who carried out the work under my supervision. Certified further that to the best of my
knowledge the work reported herein does not form part of any other thesis or dissertation or
project on the basis of which a degree or award was conferred on an earlier occasion on this
or any other candidate.
Signature of the HOD Signature of the Supervisor

ACKNOWLEDGEMENT
I hereby take this opportunity to express my heartfelt thanks to
Mr.M.A.M.R.MUTHAIH, Vice Chairman, Chettinad College of Engineering and
Technology, to give the opportunity to undergo this institutional training.
I express my sincere thanks to Dr.A.PUNITHA, Principal, Chettinad College of
Engineering and Technology, for giving me permission to undergo the project work in a
concern.
I express my sincere gratitude to Dr.K.SENTHIL, MBA., Ph.D.,
Head of Department, Department of Management Studies, Chettinad College of Engineering
and Technology, for his encouragement for doing this project work report.
I wholeheartedly thank my project guide Mrs. B. PREETHI , MBA., M.Phil.,
(Ph.D)., Assistant Professor, Department of Management of Studies, Chettinad College of
Engineering and Technology, for his immense support in doing the industry study and
support in the presentation of this project work report.
I wish to express my profound gratitude to all my friends and all my faculties in the
Department of Management Studies, Chettinad College of Engineering and Technology, for
their help and guidance in my pursued project work report.

TABLE OF CONTENTS
SL.No. CONTENTS PAGE NO.
1 Abstract ii
2 List of Tables iv
3 List of Figures v
CHAPTERS
1.1 Introduction and Design of the study

1.2 Statement of problem
1.3 Objective of the study
I 1.4 Scope of the study 1
1.5 Limitation of the study
1.6 Review of literature
1.7 Research methodology
II Industry Profile 21
III Data Analysis and Interpretation 29
IV Summary of Findings, Suggestions & Conclusion 44
Appendices
References
LIST OF THE TABLES
TABLE NAME OF THE TABLE PAGE NO.

NO.
3.1 SHOWING GENDER 37
3.2 SHOWING OCCUPATION 38
3.3 SHOWING PURCHASING FACTOR 39
3.4 SHOWING QUALITY 40
3.5 SHOWING OPINION TOWARDS 42

PRODUCTS
3.6 SHOWING PURCHASING PLACE 44
3.7 SHOWING VALUE FOR THE MONEY 45
3.8 SHOWING INFLUENCE TO OTHERS TO 46

BUY PRODUCTS
LIST OF THE CHART
TABLE NAME OF THECHART PAGE NO.

NO.
3.1 SHOWING GENDER 37
3.2 SHOWING OCCUPATION 38
3.3 SHOWING PURCHASING FACTOR 39
3.4 SHOWING QUALITY 40
3.5 SHOWING OPINION TOWARDS 42

PRODUCTS
3.6 SHOWING PURCHASING PLACE 44
3.7 SHOWING VALUE FOR THE MONEY 45
3.8 SHOWING INFLUENCE TO OTHERS TO 46

BUY PRODUCTS
ABSTRACT
The consumer bahaviour plays an important role in marketing. This is influenced by
various factors. In the changing global scenario we find that consumers needs and wants to
buy a product also changes with it. In this study titled "A Study on Consumer Behaviour
towards Selected Fast Moving Consumer Goods in Karur City" the researcher has assessed
the socio-economic profile ,shopping pattern consumer and found out the factors influencing
the consumer to purchase the selected FMCG products. The primary data required for the
study was collected through questionnaire which was distributed to 400 samples chosen from
karur city .The tools used for analysis are percentage analysis,garrett ranking and chi-square.
From this study it was found that most of the consumers are influenced by brand and quality
in purchase of FMCG products. There by the researcher has suggested to improve the quality
in FMCG product through product development and external monitoring.

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A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS

SELECTED FAST MOVING CONSUMER GOODS IN

In partial fulfillment for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

PULIYUR C.F., KARUR-639114

DEPARTMENT OF MANAGEMENT STUDIES

This is to certify that project entitled

A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS

Is the bonafide record of project work done by

Project Guide Head of the Department

Submitted for the Project viva-voce Examination held on _____________.

Signature of Internal Examiner Signature of External Examiner

I a firm that the project work titled “A STUDY ON RURAL

Signature of the Candidate,

I certify that the declaration made above by the candidate is true.

Signature of the Guide,

DEPARTMENT OF MANAGEMENT STUDIES

Certified that this project titled “A STUDY ON RURAL CONSUMER BEHAVIOUR

TOWARDS SELECTED FAST MOVING CONSUMER GOODS IN KARUR

DISTRICT” is the bonafide work of NAVEENKUMAR S (Register no: 920216631033)

or any other candidate.

Signature of the HOD Signature of the Supervisor

I hereby take this opportunity to express my heartfelt thanks to

Mr.M.A.M.R.MUTHAIH, Vice Chairman, Chettinad College of Engineering and

Technology, to give the opportunity to undergo this institutional training.

I express my sincere thanks to Dr.A.PUNITHA, Principal, Chettinad College of

I express my sincere gratitude to Dr.K.SENTHIL, MBA., Ph.D.,

Head of Department, Department of Management Studies, Chettinad College of Engineering

I wholeheartedly thank my project guide Mrs. B. PREETHI , MBA., M.Phil.,

(Ph.D)., Assistant Professor, Department of Management of Studies, Chettinad College of

support in the presentation of this project work report.

Department of Management Studies, Chettinad College of Engineering and Technology, for

their help and guidance in my pursued project work report.

SL.No. CONTENTS PAGE NO.

1.1 Introduction and Design of the study

III Data Analysis and Interpretation 29

IV Summary of Findings, Suggestions & Conclusion 44

TABLE NAME OF THE TABLE PAGE NO.

3.1 SHOWING GENDER 37

3.2 SHOWING OCCUPATION 38

3.3 SHOWING PURCHASING FACTOR 39

3.4 SHOWING QUALITY 40

3.5 SHOWING OPINION TOWARDS 42

3.6 SHOWING PURCHASING PLACE 44

3.7 SHOWING VALUE FOR THE MONEY 45

3.8 SHOWING INFLUENCE TO OTHERS TO 46

TABLE NAME OF THECHART PAGE NO.

3.1 SHOWING GENDER 37

3.2 SHOWING OCCUPATION 38

3.3 SHOWING PURCHASING FACTOR 39

3.4 SHOWING QUALITY 40

3.5 SHOWING OPINION TOWARDS 42

3.6 SHOWING PURCHASING PLACE 44

3.7 SHOWING VALUE FOR THE MONEY 45

3.8 SHOWING INFLUENCE TO OTHERS TO 46

The consumer bahaviour plays an important role in marketing. This is influenced by