A Study of Buying Behaviour of FMCG Products by Women Employees in Higher Educational Institutes in Pune City

Abstract

India has 1 bn plus population and among ten largest economies of the world. As far as largest sectors in India are considered, FMCG is number four. It has increased at an average of eleven percent for last ten years and further increasing at compound rate of seventeen percent. This sector remarkably contributes towards GDP of Indian economy. Those products which are regularly consumed are part of FMCG products. To name a few are household, personal care, healthcare, food and beverages, may have some electronics goods. newlineIndian population is growing steadily and it is second most populous country after China. newlineThe population in the age group between 15 years to 64 years is on growth trajectory and this forms almost one fourth of the population. The proportion of working population is continuously increasing. This has increased the overall purchasing capacity. The urban population is experiencing the compounded annual growth rate of 2.4 percent. Urbanisation is rising, urban population with disposable income and high spending power is increasing .If comparison is made between spending done by urban and rural household, urban household spend almost two and half times more than their rural counterpart. newlineOn an average the population of working women is increasing in the range of 25 percent to 31 percent. Due to this increase, the purchasing power of women is also increasing. Household consumption is witnessing the spike due to increase in working women population, increased purchasing power. newlineIn one of the studies conducted by research firm Nielsen, It is found that in worldwide buying, decisions are increasingly taken by women as far as household items are considered. Women are breaking the boundaries at homes, glass ceilings in politics and business. They present one of the biggest opportunities to marketers. Marketers must understand the buying behaviour of women, offer suitable products to meet their need, wants, desires. Marketers must also treat the women as a promising segment; target this promising segment with the he