CHAPTER-1

INTRODUCTION
1.1 ABOUT THE TOPIC:
Consumer behavior plays an important role in fast-moving
consumer product advertising. This behavior is caused by a
number of factors. In the context of globalization, customer
wants and needs adjust over time. The FMCG quarter contributes
significantly to India's GDP growth. Therefore, it is necessary
to understand the change in purchasing behavior that approaches
consumer goods. The purpose of this article is to identify the
factors that influence the purchasing behavior of customers close
to FMCG and ultimately influence how they make decisions.
Information for this study was collected through questionnaires,
and the results were theoretically provided. The newspaper is
known for the fact that consumer behavior is largely determined
by geography, product, price, promotion, and physiological and
psychological factors. However, the impact of these factors also
varies from product to product.
Fast Moving Goods (FMCG) are commonly referred to as
consumer goods. Items in this category include all consumables
(other than groceries/legumes) that people buy on a regular basis.
The most common on the list are digital products such as toilet
soap, detergent, shampoo, toothpaste, shaving products, shoe
polish, packed lunches, and household items. These gadgets are
designed for daily or frequent use and offer high returns. The
booming consumer goods industry consists of food and non-
food items for loyal customers. They are usually purchased as
the end result of a small selection of customers, so they can

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receive close support (advertising, promotion) with the help of the
manufacturer. Typical purchases of these items are in grocery
stores, supermarkets, and hypermarkets. manufacturers are
constantly exploring new outlets and outlets, and brick-and-
mortar stores are introducing their own brands to generate
additional income. Everyone uses rapidly changing cartridges
every day. This business is based on building strong producers and
achieving excessive distribution levels. Global power producers
are the choice of reputable companies. Local producers can
compensate for this. Achieve extended distribution with a robust
sup-ply chain and make your goods available everywhere you
need them or don't need them. The FMCG supply chain is a set of
interconnected strategies and related resources. This includes
suppliers, manufacturers, logistics service providers, warehouses,
traders, wholesalers and all other organizations that ship to end
customers. Following the market through income pressures can
help increase distribution levels. Market research, customer
research, segmentation and product positioning are essential tasks
for any employer in this industry. Advertising and promotion, force
sports logo recognition, testing, and purchasing are the main
activities.Television advertising and marketing are the most
common, but new responses are also being used, including online
advertising. It requires a big budget, creativity, and clear
planning.“Consumer behavior is the actions and the selection
tactics of folks who buy goods and offerings for private
consumption” – in step with Engel, Blackwell, and Mansard,
Consumer shop-ping for behavior refers to the examination of
clients and the way they behave even as deciding to shop for a

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product that satisfies their wishes. What motivates you to buy and
use a particular product is to look at your customer's
behavior.Studying customers' buying behavior is very important
for entrepreneurs because it allows them to understand consumer
expectations. It helps you understand what drives customers to
buy your product. In order to bring a product to market,
it is essential to evaluate the type of product preferred by
consumers. Marketers can recognize their customers' likes and
dislikes and plan their marketing efforts entirely based on the
results.A consumer shopping conduct studies diverse conditions
including what clients buy, why they buy, after they purchase, how
frequently consumers buy, for what purpose they buy, and lots
greater. For example, consumer buying conduct is studied by way
of patron researchers and their goal is to recognize why girls buy
moisturizers (to reduce pores and skin issues), the maximum
preferred brand (Olay, L’Oréal), how frequently they apply it
(twice a day, three times an afternoon), where do the women
decide upon to shop for it (supermarkets, on-line) and the way
normally do they buy it (weekly, month-to-month).It’s insightful to
listen to a number of the first-reduced critiques on Vocalley from
customers on how they consider diverse brands and their
expectations with regard to digital merchandise and devices.

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1.2 LITERATURE REVEIEW:
a. According to Kotler and Armstrong (1997)
“A buyer buys an option or decision made over a period of
time. The overall goal of the decision-making process is to
evaluate various other options and select the product that
best meets the customer's needs. These variables can be grouped
into amicable, social, psychological, and personal choices."
b. Sharma M., (2012)
“Buyer inclinations are characterized as the subjective
(individual) tastes, as estimated by utility, of different bundles of
products. They asked their purchaser to rank these bundles of
products as per the degrees of utility they give the buyer. Note
that anyone's likes or 76 preferences are independent of income
and price. Capacity to buy products doesn't decide a buyer's
preferences or dislikes. This is utilized primarily to mean a choice
that has the best expected worth among a number of choices.”
c. Virmani R. T., (2011)
“Stated the purposes behind preference of the brands which
ranged from quality to accessibility. In any case, it was quality that
was positioned as the No.1 parameter for brand preference. A
large portion of the buyers revealed that they do get moved by
commercials here and therein any case, eventually, it is the nature
of the item that is a decisive element for purchase.”
d. Mirela Cristina Voicu (Characteristics of the consumer
preferences research process)

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 The following paper uncovers some significant viewpoints with
respect to the utilization of data with respect to consumer
preference, the essentials behind customer preference research
hand the achievements in the shopper preference research
process. Preferences can be triggered by: the highlights identified
with the material substance of the products (shape, size,print,
taste, shading, consistency, package, and so on); components
referring to the label,Name, use guidelines that go with the item;
the statute granted to the individual owning and utilizing that
specific item. The result of a relationship which is long term
between the brand and the customer preferences are that it
figures out how to relate the brand with an image and perceive it
as having superior quality. Following these profound connections
made over the course of time. a strong emotion is created which
lies on the basis of preferences.

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1.3 OBJECTIVE OF STUDY:
 To understand the consumer behavior and the different types
of consumers.
 To analyze the democratic factor of consumer contributing in
purchase decision.
 To analyze the factor consumer influencing purchase
decision.
 To analyze the various medium for purchase decision.
 To assess the impact of advertising and promotional activities
on consumer purchasing decisions.
 To evaluate the role of brand loyalty in influencing consumer
behavior towards ITC products.
 To understand the influence of socio-cultural factors such as
culture, family, and social class on consumer buying behavior.
 To identify the perception of quality and value associated
with ITC products among consumers.

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  To explore the role of personal factors such as personality,
lifestyle, and attitudes in shaping consumer preferences for
ITC products.

1.4 SCOPE OF STUDY:

1.5 RESEARCH METHODOLOGY:
CHAPTER -2
ABOUT THE ORGANIZATION (COMPANY PROFILE):
a.MISSION STATEMENT of ITC Ltd.
Deliver superior and sustainable value to stakeholders by
strengthening the ability of businesses to create wealth in a
globalized world.
b. VISSION STATEMENT of ITC Ltd.
World-class performance maintains ITC's position as one of
India's most valuable companies and creates growing value
for the Indian economy and the company's stakeholders
c. CORE VALUES of ITC Ltd.
ITC's core values focus on developing high-performing, customer-
focused organizations that create value for all stake holders
i Trust

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 As professional executives, we know that ITC has earned our
“trust” from all stake-holders. We will realize the value and
interest of stakeholders in a long-term and sustain-able way
ii. Customer Focus
We are always customer-centric and will provide what our
customers need interms of value, quality and satisfaction.

iii. Respect for People

We are results driven and set high standards of performance as
individuals and as a team. We will respect and value people and
protect humanity and human dignity at the same time. We know
that each person brings a different perspective and ability to the
team, and strong teams are based on a variety of perspectives.
We want people to dream, embrace differences, seek
opportunities to create and experiment, and demonstrate
leadership through teamwork
iv. Excellence
We do the right thing, we do it well, we win. We will strive for
excellence in every-thing we do.
v. Innovation

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We will continuously develop new and better processes, products,
services and management practices. at. Nation Oriented We
recognize our responsibility to create economic value for our
nation. To achieve our goals, we will make no compromises in
complying with applicable laws and regulations at all levels
.d. OBJECTIVES OF ITC Ltd. ITC's goal is to assist developing and
transition nations, through the help of exports to attain
sustainable development. Our goal is to build an improved and
better trade, which creates employment, entrepreneurial
possibilities and generates income.
e. History of ITC Ltd.

ITC changed into fashioned on August 24, 1910, under the

name Imperial Tobacco Company of India Limited. The company
name was later changed from Imperial Tobacco Company of India
Limited to India Tobacco Company Limited in 1970 and then to
I.T.C. Limited to 1974. ITC includes a wide range of businesses -
Cigarettes &Tobacco, Hotels, Information Technology, Packaging,
Paperboards &Specialty Papers, Agri-commercial enterprise,

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Foods, Lifestyle Re-tailing, Education & Stationery, and Personal
Care. Finally, the organization changed its name to 'ITC Limited’ on
September 18,2001. ITC's foray into the food commercial
enterprise is an awesome example of effectively mixing multiple
internal skills to create a brand new driving force of business
increase.
ITC Ltd operates a varied conglomerate business. The
enterprise is involved in the enterprise of speedy-moving client
goods, lodges, paperboards, distinctiveness papers, packaging,
agri-commercial enterprise, and records generation. The
corporation’s product portfolio includes cigarettes and leaf
tobacco, meals, non-public care, stationery items, safety matches,
incense sticks (agarbatti), paperboards and packaging substances,
distinctiveness papers, and Agri commodities. Its most important
manufacturers include Aashirvaad, Sunfeast, and Yippee! Bingo,
Wills Lifestyle, John Players, Gold Flake, Classmate, Essenza Di
Wills, Fiama, Vivel, Mangaldeep, Aim, etc. The agency operates
throughout North America, Europe, and South-East Asian
international locations. ITC is situated in Kolkata, West Bengal,
India.
ITC Limited is an Indian conglomerate corporation
headquartered in Kolkata. ITC has various presence throughout
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industries along with FMCG, hotels, software programs, packaging,
paperboards, specialty papers, and agribusiness. The organization
has 13 agencies in 5 segments. We export our products to 90
countries. Products are available in 6 million stores. Established in
1910 as Imperial Tobacco Company of India Limited, the
company was renamed India Tobacco Company Limited in
1970 and then I.T.C. Limited to 1974.

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