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ijcrb.webs.com JUNE 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2 Table.3 Variables Valid Missing Mean Mode Standard Minimum Maximum value deviation Awareness 100 2 1.28 1 .697 1 3 Shop items 100 2 1.24 1 .653 1 3 Prefer 100 2 1.94 1 .827 1 3 purchase Satisfaction 100 2 1.60 1 .921 1 3 Brand 100 2 1.89 1 .790 1 3 conscious Purchase 100 2 1.51 1 .785 1 3 product Prefer in 100 2 1.45 1 .500 1 2 shop Soap 100 2 2.63 4 1.203 1 4 Detergent 100 2 2.77 2 1.053 1 4 Tooth paste 100 2 2.62 2 .826 1 4 Shampoo 100 2 2.29 2 1.057 1 4 Lotion 100 2 3.03 4 1.359 1 4 Pack size 100 2 2.94 2 .827 2 4 Biscuits 100 2 2.85 4 1.192 1 4 Chips 100 2 2.17 1 1.436 1 4 Drinks 100 2 2.09 1 1.065 1 4 Cooking oil 100 2 3.46 5 1.445 1 5 Findings In this report we can see that there are different people to which we have targeted different category people. The people with the income of 10,000 to 50,000 are the mostly people this is the middle class. We also do have the category of the people of upper class but they are not much in Okara. And the people living below poverty line are not targeted because they are spending their life on few pennies and they just want to feed their self regardless of thinking what they have. Different people are using different company’s products so it’s hard to find a particular in Okara. If we see in overall Pakistan we can see that P&G and Unilever is top most companies but if we particularly see our target market then the people are also using the local companies. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 828
ijcrb.webs.com JUNE 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2 In toothpaste we have Marriana international’s medicam which covers the most area in the target market. Then we have the lotion/cream category most of the people use Unilever’s fair & lovely and also some other companies are also there to give them competition like L’Oreal and some local companies. Then in chips most of the market share is obtained by lay’s it’s a multinational company but as it is available in different packs and taste is different most people wants to purchase it. In biscuits we have a local company LU providing different biscuits. In shampoos, soaps, detergents and cooking oil Unilever is the top most company. In detergents P&G products are also used. In soaps Zulfeqar Industry’s Capri also got some market share. In shampoo’s L’Oreal’s products are also used by the people. In cooking oil a local brand Nemat also cover a good market share. In drinks the most shares is covered by Coca-cola but also sprite, Fanta and dew. We have obtained the consumer behavior through different dimensions. Different respondent’s data have collected from the primary source. But there is also a thing that people don’t tell or give the right information regarding the questions asked about the income and others. Recommendations and suggestions The researcher wants to give few suggestions for the upcoming organizations in this field as well as the existing firms As we know that the demand of product is affected by its life cycle. If the product is in the introduction stage then it will defiantly be getting sometime to capture the market share and to create the awareness of the brand so it is necessary for the organizations to create brand awareness in the customers for that they can use different marketing strategies like sales promotion, direct marketing and others. The consumer is trading up to experience the new or what he hasn’t. He’s looking for products with better functionality, quality, value, and so on. What he ‘needs’ is fast getting replaced with what he ‘wants’? A new report by Booz & Company for the Confederation of Indian Industry (CII), called FMCG Roadmap to 2020. Provide the customer with what he actually wants. After the awareness is being created then the promotional activities should be done and remind the customer of what one have. If we see in the current market there are not enough retail stores to buy the FMCG’s there is a potential in this market. New stores can be opened and the people should be provided good high quality products at low prices. There are not much stores even in the surrounding areas of our target market so some new stores over there can also be built. The other can be the *4A’s of marketing which may help the firms to make their flourish in this field (4A’S= Availability, Affordability, Awareness and Acceptance) Limitations Sample size- we just chose only 100 people as a sample in our study. Accuracy- For understand the real facts and data; we conduct this study only to the educated people for accurate results. Inadequate information- Uneducated people have not the proper knowledge about fast moving consumer’s product Area of study- Our area of study is very limited having only few nearby locations in Okara district. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 829
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