A DISSERTATION REPORT ON FACTOR AFFECTING IMPULSE BUYING BEHAVIOR OF FMCG PRODUCTS

A REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE TWO YEAR FULL-TIME PGDM

UNDER THE GUIDANCE OF:-

VIVEK SHRIVASTAVA Faculty GNITCM Gr. Noida( U.P.)

SUBMITTED BY: SURYAMANI KUMAR PGDM(2009-11) GNITCM, Gr. Noida(U.P.)

GNIT COLLEGE OF MANAGEMENT

(APPROVED BY AICTE,MINISTRY OF HRD,GOVT. OF INDIA) PLOT NO.-6C, KNOWLEDGE PARK-II, GR.NOIDA(U.P.)

DECLARATION

I Suryamani Kumar, declare that the Project Work entitle FACTOR AFFECTING IMPULSE BUYING BEHAVIOUR OF FMCG PRODUCTS is my own work and has been conducted under the guidence of Mr. Vivek Shrivastava, Faculty, GNITCM. I further declare that to the best of my knowledge, the Project does not contain any part of any work which has been submitted for the award of any degree/diploma either in this College or anywhere else.

Signature of the candidate Suryamani Kumar

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CERTIFICATE OF THE FACULTY SUPERVISOR

MR. VIVEK SHRIVASTAVA LECTURER GNIT COLLEGE OF MANAGEMENT

This is to certify that the work entitled FACTOR AFFECTING IMPULSE BUYING BEHAVIOUR OF FMCG PRODUCTS is a piece of Dissertation Report work done by Suryamani kumar under my guidance and supervision, for the partial fulfillment of award of PGDM of GNIT College of Management, Gr.Noida To the best of my knowledge and belief the Project work --

(1) (2) (3) (4)

Embodies the work of candidate himself/herself. Has duly being completed. Fulfills the requirement of the ordinance relating to the PGDM of the College. Is up to the standard both in respect of contents and language for being referred to the examiner.

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ACKNOWLEDGEMENT
Some works are so typical that are impossible for a person to complete it alone. Dissertation Report is one of them. I would not be able to complete my work without the help of my respected Company Guide, Faculty Guide, my college and workplace colleagues and my family members. So it is my obligation to thank all of them. I have had the honour of having been associated & working under the able & stimulating guidance of MR. VIVEK SHRIVASTAVA , FACULTY, GNIT COLLEGE OF MANAGEMENT. The Report work was undertaken under their keen supervision and the Report has been prepared by me. I express sincere feeling of gratitude and respect for their inspiring help throughout the work. Without their esteemed and valuable help and guidance it would not have been possible for me to accomplish my job. I am gratefully indebted to them. And finally I would like to offer my heartiest prayer to the Goddess Gayatree, who has given me mental and spiritual strength to complete this Report work.

SURYAMANI KUMAR

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CONTENTS
TABLE OF CONTENTS
EXCUTIVE SUMMARY INTRODUCTION
IMPULSE BUYING BEHAVIOUR

OVERVIEW OF FMCG FACTORS AFEECTING IMPULSE BUYING FMCG in 2008-09 SCOPE OF FMCG GROWTH PROSPECTS Top players in FMCG SECTOR SECONDARY PLAYERS REVIEW OF LITERATURE RESEARCH OBJECTIVES RESEARCH METHODOLOGY INCOME BASED CLASSIFICATION SOCIO ECONOMIC CLASSIFICATION AGE DEMOGRAPHICS GEOGRAPHICAL DISPERSION ANALYSIS SUGGESTIONS & RECOMMENDATIONS REFERENCES QUESTIONNAIRE
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EXECUTIVE SUMMARY
In this research the researcher has put an effort to understand the buying behavior of the consumers towards FMCG products. 1. In this report, the researcher has first of all given a brief review about FMCG sector as a whole. 2. Then she has given a review of the findings of some of the researches that has already been conducted by various researchers. 3. Then she has enumerated her research objectives. 4. Then she has given the panoramic view regarding the topic. 5. Then she has described her research methodology i.e., the sample unit, sample size, sampling region, sampling procedure that she has used in her report. 6. 7. She has used stratified random sampling as her sampling procedure. Then she has analyzed the data which was collected by a questionnaire. 8. Then she has concluded the findings of the survey. 9. Then finally, she has given few suggestions & recommendations regarding the topic.

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INTRODUCTION
The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest sectors in the country and over the years has been growing at a very steady pace. The sector consists of consumer non-durable products which broadly consists, personal care, household care and food & beverages. The Indian FMCG industry is largely classified as organised and unorganised. This sector is also buoyed by intense competition. Besides competition, this industry is also marked by a robust distribution network coupled with increasing influx of MNCs across the entire value chain. This sector continues to remain highly fragmented. The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year.This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years. FMCGs have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs such as meat, fruits and vegetables, dairy products and baked goods are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates. Fast moving consumer goods (FMCG) or Consumer Packaged Goods (CPG) are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, and grocery items.[1] Though the absolute profit made on FMCG products

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is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large.

INDUSTRY CLASSIFICATION
The FMCG industry is volume driven and is characterised by low margins. The products are branded and backed by marketing, heavy advertising, slick packaging and strong distribution networks. The FMCG segment can be classified under the premium segment and popular segment. The premium segment caters mostly to the higher/upper middle class which is not as price sensitive apart from being brand conscious. The price sensitive popular or mass segment consists of consumers belonging mainly to the semi-urban or rural areas who are not particularly brand conscious. Products sold in the popular segment have considerably lower prices than their premium counterparts. Following are the segment-wise product details along with the major players:

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IMPULSE BUYING BEHAVIOUR

An impulse purchase or impulse buy is an unplanned or otherwise spontaneous purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. Marketers and retailers tend to exploit these impulses which are tied to the basic want for instant gratification. For example, a shopper in a supermarket might not specifically be shopping for confectionary. However, candy, gum, mints and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might not have otherwise considered.[1] Alternatively, impulse buying can occur when a potential consumer spots something related to a product that stirs a particular passion in them, such as seeing a certain country's flag on the cover of a certain DVD. Sale items are displayed in much the same fashion. Impulse buying can also extend to so-called "big ticket" items such as automobiles and home appliances. Automobiles in particular are as much an emotional purchase as a rational one. This in turn leads auto dealers all over the world to market their products in a rapid-fire, almost carnivallike manner designed to appeal to emotion over reason.
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Impulse buying disrupts the normal decision making models in consumers' brains. The logical sequence of the consumers' actions is replaced with an irrational moment of self gratification. Impulse items appeal to the emotional side of consumers. Some items bought on impulse are not considered functional or necessary in the consumers' lives. Preventing impulse buying involves techniques such as setting budgets before shopping and taking time out before the purchase is made. A study published in the June 2008 issue of the Journal of Consumer Research suggests that consumers are more susceptible to making impulsive purchases for one brand over another if they are distracted while shopping. In the study, Central Michigan University Psychology professor Bryan Gibson surveyed college students by measuring their preference for a variety of soft drinks, including Coke and Pepsi. Results of Gibson's study found that implicit attitudes or those that people may not be conscious of and able to verbally express, predicted product choice only when participants were presented with a cognitive task, suggesting that implicit product attitudes may play a greater role in product choice when the consumer is distracted or making an impulse purchase.

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OVERVIEW OF FMCG
FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover & are relatively cheaper. FMCG IN 2008-09 Spurred by the growth of value added and aspirational products, Fast Moving Consumer Goods industry is poised to clock a 16 per cent growth in sales during 2008-09 compared with a growth of 14.5 per cent during the previous year, according to a FICCI survey. The survey revealed that the fast growing segments like value added and aspirational products, which have fueled the growth of the sector during April-March 2007-08 were expected to drive growth further during the April-June quarter of 2008 and during April-March 2008-09. "Consumers' preferences for FMCGs are shifting towards higher lifestyle categories like skin care, shampoos, deodorants, anti-aging solutions, fairness products and men's products in particular," a FICCI statement said. The survey covered 28 items including soap and toiletries, laundry soaps, detergent cakes, washing powder, dish wash, toilet soap, tooth paste, tooth powder, tooth brush, fairness cream, shaving cream, deodorant, coconut oil, shampoos, hair dyes, feminine hygiene, cleaners and repellents. FICCI projects higher growth across sectors in the FMCG segment in view of the growing economic fundamentals, increased
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literacy , rapid urbanisation, rising aspiration levels, growing consumer demand and increased affordability of the consumers due to various incentives proposed in the Union budget 2008-09 including the major farm loan waiver scheme worth Rs 60,000 crore. The substantial increase in the salaries and parks offered to employees in the corporate sector at regular intervals and the recent step taken by the government to raise salaries of government employees are helping consumers to be strong with increased demand for life-style products. The sectors which are projected to achieve excellent growth of 20 per cent and above during the first quarter of 2008-09 are shaving cream, skin and fairness cream, tooth powder, anti-dandruff shampoos, hair dyes, cleaners and repellents, deodorant and dish wash.

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FACTORS AFEECTING IMPULSE BUYING

DISCOUNT Several studies (for example, see Mian and Smith (1992), Petersen and Rajan (1994, 1997)) have investigated theoretically and/or empirically one or more determinants of supply and/or demand of trade credit. But not much attention has been paid to trade credit policies that are observed across firms and industries, as noted by Ng, Smith and Smith (1999). Using survey data, Ng, Smith and Smith report most commonly quoted trade credit terms for various industry groupings. Subsequently, they test the factors which may lead a firm to choose between net terms and cash, between terms with a cash discount and cash, and between terms with a cash discount and net terms. However, clientele effects that may lead a vendor firm to offer a high or low cash discount rate have not been examined in the extant literature. The empirical findings of Petersen and Rajan (1997) and Ng, Smith and Smith (1999) show that credit terms set by a vendor firm are stable over time. A similar pattern has been observed with respect to the dividend payout ratios of corporations. According to Miller and Modigliani (1961): Each corporation will tend to attract to itself a clientele consisting of those preferring its particular payout ratio. The preferences of clients

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may be based on their characteristics, such as their tax status, liquidity needs, etc. With respect to credit terms, we similarly postulate that a particular set of buyer characteristics will necessitate establishing a particular set of credit termsThe determination of the optimal cash discount rate from a theoretical perspective originated with Lieber and Orgler (1975). They developed expressions for the expected net present value of accounts receivable and an implicit-form solution of the optimal cash discount rate. Later, Hill and Riener (1979) derived an explicit form solution in a situation where the firm has no bad-debt exposure and the fraction of customers discounting is known with certainty. Both these studies focused on the time value gain, a positive effect of the provision of a discount on sales, cash discount expense and variable cost of production in the determination of an optimal discount rate. Recognizing that the provision of a cash discount is equivalent to a reduction in price, Rashid and Mitra (1999) linked the cash discount rate to the price elasticity of demand. More recently, Lim and Rashid (2002) extended the Rashid and Mitra analysis by introducing two pricing variables, the cash discount rate and the product price, into the credit policy framework. With this integration, an increase in the cash discount rate is no longer a general subsidy to all customers to promote sales, but rather a differential subsidy.1 A general subsidy is now represented by a reduction in the product price which is available to all customers.
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Integrating a firms credit policy with its product pricing approach is an important area of research recognized by Kim and Atkins (1978) who state that it is conceptually incorrect to analyze credit programs in isolation of pricing schemes. Now Lim and Rashid (2002) show that optimal levels of the cash discount rate and the product price are simultaneously and significantly affected by the cash discount price elasticity and the product price elasticity of demand. However, the optimal cash discount rate is much more affected by its own cash discount elasticity (than the product price elasticity) and the optimal prediscount price is much more affected by its own product price elasticity.2 Another motivation for this empirical study would then be to determine the proxies for the cash discount elasticity and the product price elasticity from firm-level financial data that financial managers use to establish trade credit policies. In this regard, we test whether the buyers firm size, credit quality, variable product demand, trade credit utilization and demand (all of which could proxy for the buyers cash discount elasticity of demand) and the buyers industry (which could proxy for the product price elasticity of demand) affect the size of the cash discount rate offered. Our empirical results show that financial managers take clientele effects into consideration when establishing trade credit policies.

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The rest of the paper is divided as follows. The theoretical propositions, derived from theThe determination of the optimal cash discount rate from a theoretical perspective originated with Lieber and Orgler (1975). They developed expressions for the expected net present value of accounts receivable and an implicit-form solution of the optimal cash discount rate. Later, Hill and Riener (1979) derived an explicit form solution in a situation where the firm has no bad-debt exposure and the fraction of customers discounting is known with certainty. Both these studies focused on the time value gain, a positive effect of the provision of a discount on sales, cash discount expense and variable cost of production in the determination of an optimal discount rate. Recognizing that the provision of a cash discount is equivalent to a reduction in price, Rashid and Mitra (1999) linked the cash discount rate to the price elasticity of demand. More recently, Lim and Rashid (2002) extended the Rashid and Mitra analysis by introducing two pricing variables, the cash discount rate and the product price, into the credit policy framework. With this integration, an increase in the cash discount rate is no longer a general subsidy to all customers to promote sales, but rather a differential subsidy.1 A general subsidy is now represented by a reduction in the product price which is available to all customers. Integrating a firms credit policy with its product pricing approach is an important area of research recognized by Kim and Atkins (1978) who

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state that it is conceptually incorrect to analyze credit programs in isolation of pricing schemes. Now Lim and Rashid (2002) show that optimal levels of the cash discount rate and the product price are simultaneously and significantly affected by the cash discount price elasticity and the product price elasticity of demand. However, the optimal cash discount rate is much more affected by its own cash discount elasticity (than the product price elasticity) and the optimal prediscount price is much more affected by its own product price elasticity.2 Another motivation for this empirical study would then be to determine the proxies for the cash discount elasticity and the product price elasticity from firm-level financial data that financial managers use to establish trade credit policies. In this regard, we test whether the buyers firm size, credit quality, variable product demand, trade credit utilization and demand (all of which could proxy for the buyers cash discount elasticity of demand) and the buyers industry (which could proxy for the product price elasticity of demand) affect the size of the cash discount rate offered. Our empirical results show that financial managers take clientele effects into consideration when establishing trade credit policies.

The intensity of price discounting by retailers and manufacturers raises important questions about consumer price judgments. In the extreme, discounting can take the form of frequent but shallow discounts or deep

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but infrequent discounts. The research reported here explores the effects of these strategies on consumer estimation of price levels for competing stores and brands. In an initial experiment in which subjects made brand choices over time, a depth effect was observed that contrasted with the frequency effect found in previous research. Subsequent experiments identified the conditions under which depth (vs. frequency)

characteristics of price data dominate consumers' priceestimation judgments. Frequency information is more influential when sets of

interstore or interbrand comparative prices exhibit complex and overlapping distributions (hence creating processing difficulty); in contrast, a depth bias occurs when prices have a simpler, dichotomous distribution. These resultsplace pragmatically meaningful limitations on the influence of frequency information and illustrate the importance of context in determining consumer price judgments in a promotional environment.

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ADVERTISING Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities, such a wearing seatbelts, participating in the census, or ceasing to smoke. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver. The word advertise originates from the Latin advertere , which means to turn toward or to take note of. Certainly, the visual and verbal
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commercial messages that are a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines often have more advertisements than copy; radio and television provide entertainment but are also laden with advertisements; advertisements pop up on Internet sites; and the mail brings a variety of advertisements. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates. In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and so on, and live sporting and cultural events often include signage, logos, products, and related information about the event sponsors. The pervasiveness of advertising and its creative elements are designed to cause viewers to take note. The Functions of Advertising Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. Another function of advertising is to communicate
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information about the product, its attributes, and its location of sale; this is the information function. The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality. One famous example of this is found in the long-running advertising for Ivory Soap. In the late 1800s, a soap maker at Procter and Gamble left his machine running during his lunch period and returned to find a whipped soap that, when made into bars, floated. The company decided to capitalize on this mistake by advertising Ivory Soap with the phrase It Floats. This characteristic of Ivory Soap served to uniquely identify it and differentiate it from other bars of soap. The information function of advertising can also be found in advertising for Ivory Soap. For more than one hundred years, advertisements for Ivory Soap have focused on such product characteristics as purity of ingredients, child care, and soft skin. These characteristics, in turn, were often related to key benefits that could be obtained from using Ivory Soap. Thus, various advertisements emphasized That Ivory Look, which focused on the relationships between product characteristics and the benefits of obtaining a fresh and healthy appearance. The third and most important function of advertising, persuasion, is also
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evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis for persuading consumers. Different benefits are important to different customers. Thus, to realize its full potential as a persuasive tool, advertising must often be tailored to emphasize those benefits that are important and meaningful for a particular type of customer or a particular use of the product. Advertising has a very long history. It existed in ancient times in the form of signs that advertised wares in markets. In Europe and colonial America, criers were often employed by shopkeepers to shout a message throughout a town. Medicine shows, in which there was a combination of entertainment and an effort to sell a product, usually a patent medicine or elixir, presaged modern advertising by creating an entertainment context in which advertising was embedded. Advertising became especially important in the second half of the nineteenth century as retailers began to advertise products and prices that would bring customers to their stores. Advertising for patent medicines also played a prominent role in the

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development of advertising, and by the end of the nineteenth century, the firms that would become advertising agencies had already begun to form. Advertising and Psychology Although advertising has a very long history, serious study of advertising and its effects on consumers did not begin until early in the twentieth century. Psychologists began to recognize that advertising was an important form of communication and began to apply the theories and methods of psychology to its study. Individuals such as Harlow Gale began to conduct experiments designed to determine the power of individual advertisements to attract attention and persuade consumers to buy. Walter Dill Scott of Northwestern University wrote the book The Theory of Advertising (1903), which sought to build a theoretical understanding of advertising based on the principals of psychological science. Scott suggested that advertisers should develop certain fundamental principles on which to construct a rational theory of advertising. The work of these psychologists was noted by such advertising professionals as Stanley Resor of the J. Walter Thompson Agency, who, in 1912, commissioned a study of the demographics and purchasing patterns of consumers to understand better both what motivated consumers to buy and how to persuade better those same consumers. Since this early work, psychologists and other social

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scientists have played an important role in both the study and practice of advertising. The application of psychological theories to advertising provides an understanding of how consumers process advertising messages and make purchase decisions. Theories of attention, information processing, attitude formation, and decision making all have relevance to understanding how advertising affects consumers. Another important application of psychological principals is to develop an understanding of consumer needs so that products can be developed, designed, and communicated in a manner that reflects the relevant and important needs of consumers. How Advertising Works Advertising is a form of communication. Like all forms of communication, it has many different effects and these effects are often related to one another. The message in an advertisement, no matter how strong and persuasive, will have no effect if the consumer does not see the advertisement or pay attention to it. One useful framework for understanding these multiple effects and their interrelationships is called the hierarchy of effects model. The hierarchy of effects model identifies different stages in the communication process. Effective communication must begin by obtaining the attention of the consumer. Then, the consumer must process the information carried in the advertisement. Such processing of information may be followed by an evaluation of the
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information, the source of the information, and ultimately the desirability of any actions suggested by the communication. This evaluation process may, in turn, give rise to the formation of attitudes, the development of intentions for future action, and, eventually, an action. Different characteristics of an advertisement have effects at different points in this hierarchy. Getting Attention In the context of advertising, the first hurdle for an advertiser is to obtain the attention of the consumer. This involves two important actions. First, it is important for the advertiser to know where a communication should be place to increase the odds of reaching a particular type of consumer; this is the media decision. Careful analysis of the consumer use of various media (e.g., what television shows they watch, what route they take to work, and what magazines they read) allows the advertisers to identify those media to which target consumers are most likely to be exposed. Placing an advertisement in a place where relevant consumers are unlikely to see it assures that the advertising will be ineffective. However, just because a consumer happens to view a television show or read a magazine in which an advertisement is placed does not a guarantee that the consumer will see the advertisement. The consumer may have left the room when the television commercial aired or may not have read the particular part of the magazine in which the advertisement appeared.
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Advertisers solve this problem by repeating advertising in the same and in different media in order to increase the probability that a given consumer will actually be exposed to the advertising. Thus, a key task for the advertiser is to identify those media to which relevant consumers regularly attend and develop a schedule of repetition for the advertisement that maximizes the number of consumers who will be exposed to the advertising message. This is typically the responsibility of the media department in an advertising agency. Exposure to an advertisement still does not mean that a consumer will attend to it. A consumer may simply turn the page of a magazine, look away from the television, or click on a banner advertisement on the Internet to make it go away without ever paying attention to the advertisement. Thus, obtaining the attention of consumers who are, in fact, exposed to an advertisement is a significant challenge for advertisers. Various characteristics of advertisements have been found to increase the likelihood that consumers will attend to an advertisement. Advertisements that include relevant information for the consumer, such as a product benefit that is important to the consumer, are especially likely to attract attention. Information that is new to the consumer is also likely to obtain the attention of the consumer. Various creative devices such as the use of humor, a well-known celebrity, or an especially entertaining presentation also tend to attract attention. The latter devices must be used carefully; if they are not well integrated with the primary
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message of the advertiser, the consumer may attend to the advertisement, but only focus on the creative device (the humor, the identity of the celebrity) rather the intended message of the advertiser. Advertisers often refer to characteristics of advertisements that gain attention but distract the viewer from the primary message as creative clutter. An especially challenging dimension of advertising revolves around balancing the repetition of an advertisement, which is intended to increase the probability of a consumer being exposed to it, with the likelihood the consumer will attend to the advertisement when exposed. Consumers are less likely to attend to advertisements they have already seen, and the more often an individual consumer has seen an advertisement previously the less likely they are to pay attention to it when exposed again. This phenomenon is referred to as advertising wearout. Wearout can be a particular problem when advertising in markets where the likelihood of advertising exposure varies considerably across consumers. The number of repetitions of the advertisement needed to reach some consumers may be so great that the advertisement wears out among other consumers who are more readily exposed to the advertisement. To combat such wearout, advertisers will often use multiple advertisements that vary in terms of execution or presentation but carry similar messages. Such variation tends to reduce advertising wearout by providing something new to the consumer that serves as the basis for attracting attention.
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Processing Information Consumers may attend to advertisements for a variety of reasons. Attention alone is not sufficient to make the advertising successful. Advertisements that are interesting, entertaining, and even irritating can attract attention; however, such advertisements may not result in the consumer attending to or understanding the intended message of the advertiser. Assuring that consumers attend to and understand the intended message rather than peripheral characteristics (such as a joke or song) requires careful crafting of the advertising message. Advertising research has demonstrated that the message must be clear and meaningful to the consumer; if the consumer does not comprehend the message, it will not have the desired effect. Thus, it is important when creating the advertisement to understand how consumers think about products and product benefits and to use language that the consumer will understand. It is also important that the product and the product message be the focal point of the advertisement. Most of the time or space in the advertisement should be devoted to the product and the product message should be well integrated within the advertisement. Advertising that consists primarily of creative clutter and does not focus on the product is unlikely to be effective. Longer advertisements tend to facilitate better information processing, but the benefit of a longer advertisement may not always be sufficiently large enough to justify the additional costs of a longer
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advertisement. An especially important issue in the creation of advertising is related to understanding how much information consumers want about a given product. For some products, consumers may want a great deal of information and may wish to exert a great deal of effort in processing the information. In many cases, however, especially for products of relatively low cost, consumers do not want very much information and are unwilling to process more than a modest amount of product information. In fact, consumers may differ with respect to the amount of information processing they are willing to do even for the same product. Thus, the advertiser must understand how much information individual consumers desire and how much variability exists among consumers with respect to their willingness to process information. Such an understanding not only indicates how much information to put in an advertisement, it also suggests which media may be most appropriate for delivering the message. Complex messages are generally better delivered in print advertising, while simple messages can generally be delivered on television or radio.

INFORMATION EVALUATION After a consumer has processed information, there is a need to evaluate it. The consumers will need to determine how believable the information is and how relevant it is to their individual situation in life and to their
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behavior as consumers. This evaluation phase poses significant problems for advertisers. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade. Making an advertising message believable is not easy; though often it is sufficient to make the consumer curious enough to try the product. Such curiosity is often referred to as interested disbelief. Advertisers use a variety of devices to increase the believability of their advertising: celebrities or experts who are the spokespersons for the product, user testimonials, product demonstrations, research results, and endorsements. Attitude Formation In some cases, the objective of the advertiser is immediate action by the consumer; this is typical of direct-response advertising where the goal is to have the consumer do something immediately (buy a product, make a pledge, and so on). In most cases, however, there is a lag between advertising exposure and any action on the part of the consumer. In such cases, an important communication goal of an advertiser is to create a positive attitude toward their product. Attitudes are predispositions or tendencies to behave or react in a consistent way over time. There is an affect, or feeling, dimension associated with attitudes, and there are generally various beliefs that provide justification for the feeling and predisposition. The goal of advertising is to have a positive impact on
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attitudes; these attitudes, in turn, influence future behavior. When the consumer next goes to the store to buy a particular type of product, these attitudes influence the choice of the product. In some cases, the goal of advertising may be to create negative attitudes. For example, in various antidrug and antismoking public-service announcements, the objective of the communication is to reduce the likelihood that the viewer will use drugs or smoke. Attitudes and attitude formation are among the most widely researched phenomenon in communication research. Various theories have been offered to explain how attitudes are formed and how they may be reinforced or modified. Advertising plays a role in attitude formation, but it is important to recognize that the advertised product itself is the most important determinant of attitude in the long term. A bad experience with a product will create a negative attitude that no advertising is likely to overcome. On the other hand, advertising can play an especially important role in inducing consumers to try a product for the first time, and if the product is satisfactory, a positive attitude will result. In addition, advertising can reinforce positive attitudes by reminding consumers of product benefits, desirable product characteristics, and positive product experiences. INTENTIONS AND BEHAVIOR

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Ultimately, the success of advertising rests on whether it influences behavior. Product advertisers want consumers to buy their product; political advertisers want voters to vote for their candidate; and sponsors of public-service announcements related to the harmful effects of smoking want the incidence of smoking to decline. While such effects are of primary interest for understanding the influence of advertising, advertising is only one of many factors that influence such behaviors. A consumer might want to buy an advertisers product, but may not find it in the store, or another less-desirable product is so much less-expensive that the consumer chooses it instead. It is possible, in some cases, to identify the direct effects of advertising on behavior, but in most cases, there are simply too many other factors that can influence behavior to isolate the effects of advertising. It is for this reason that most advertising research focuses on other effects in the hierarchy of effects.

SCOPE OF FMCG
The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterize the sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care,
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household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then. For example, Hindustan Levers Limited (HLL) has shown a healthy growth in the last quarter. An estimated double-digit growth over the next few years shows that the good times are likely to continue.

GROWTH PROSPECTS With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing

better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per
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capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside. However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas.

TOP PLAYERS IN FMCG SECTORS

TOP TEN PLAYERS IN FMCG SECTOR

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S. NO. 1. 2. 3. 4. 5. 6. 7. 8 9. 10.

Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

SECONDARY PLAYERS
1. Colgate-Palmolive (India) Ltd. 2. Godrej Consumers Product Ltd. 3. Nirma Ltd. 4. Tata Tea Ltd. 5. Parle Agro 6. H. J. Heinz

REVIEW OF LITRATURE
Rural market is one of the best opportunities for the FMCG sector. In some sense we can say that rural market is future of FMCG.
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1. Basu Purba (2004), suggested that the lifestyle of rural consumers is changing. Rural Indian market and the marketing strategy have become the latest marketing buzzword for most of the FMCG majors. She added the strategies of different FMCG companies for capturing rural market like Titans Sonata watches, Coco Colas 200ml bottle, different strategies of HUL and Marico etc. She takes into consideration the study of National Council for Applied Economic Research (NCAER). According to the NCAER projections, the number of middle and highincome households in rural area is expected to grow from 140 million to 190 million by 2007. In urban India, the same is expected to grow from 65 million to 79 million. Thus, the absolute size of rural India is expected to be double that of urban India.

2. Tognatta Pradeep (2003), suggested that, the economic growth in India's agricultural sector in last year was over 10%, compared with 8.5% in the industrial sector. This implies a huge market potentiality for the marketer to meet up increasing demand. Factors such as village psyche, strong distribution network and market awareness are few prerequisites for making a dent in the rural markets. The model is of the stolid AngloDutch conglomerate Unilever Group, which has enjoyed a century-long presence in India through its subsidiary Hindustan Lever Ltd. It was Hindustan Lever that several years ago popularized the idea of selling its products in tiny packages. Its sachets of detergent and shampoo are in

great demand in Indian villages. Britannia with its low priced Tiger brand biscuits has become some of the success story in rural marketing.

3. Aithal, K Rajesh (2004), suggested that rural markets are an important and growing market for most products and services including
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telecom. The characteristics of the market in terms of low and spread out population and limited purchasing power make it a difficult market to capture. The Bottom of the pyramid marketing strategies and the 4 A's model of Availability, Affordability, Acceptability and Awareness provide us with a means of developing appropriate strategies to tackle the marketing issues for marketing telecom services in rural areas. Successful cases like the Grameen Phone in Bangladesh and Smart Communications Inc in Philippines also provide us with some guidelines to tackling the issue. As per my concern of the research, it is a detail study of different FMCG products used by rural consumers. It will provide detail information about consumer preferences towards a good number of FMCG products which is too unique and different from those above researches.

RESEARCH OBJECTIVE To understand the demand pattern of FMCG products in the rural market.

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 To know the amount of household income spent on the consumption of FMCG products.

To understand the image of the products in the eyes of the consumers.

RESEARCH METHODOLOGY Data collection

Sample unit:
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1. 2. 3. 4.

working people (including men & women) college students school students senior citizens

Sample size:

1. 2. 3. 4.

working people: 32% college students: 29% school students: 23% senior citizens: 16%

Sampling region:

1. The researcher has selected LUCKNOW, the Capital city of Uttar Pradesh as her area of study.

2. She has chosen GOMTI NAGAR, MAHANAGAR, ALIGANJ as her areas of research. In these areas she can easily meet working people (both male & female), school students, college students & senior citizens. The population status of these areas can be shown in a tabulated manner, which is given as follows:

Area Gomti Nagar Mahanagar

Population 12,97,570 8,12,230

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Aliganj

8,75,640

Population is in approximate figures. Source: http://www.upgov.nic.in/upinfo/census01/cen01-1.htm

Note: As the examiner can see that the population of areas (areas that are chosen by the researcher) is very large, therefore the researcher has stratified the area. She has chosen various areas that come under these areas. The areas covered by the researcher in Gomti Nagar are Viram Khand, Vinamr Khand, Vibhuti Khand . the population level of these areas are: Area Vishwas Khand Vipul Khand Vivek Khand Population 2,83,563 3,93,768 2,86,786

Source: Lucknow Development Authority

Note: the researcher took these areas because these areas are near to various school & colleges. The researcher took school & college students as her sample unit.

The areas covered by the researcher in Maha Nagar are Chandra Lok & Mahanagar Colony. The population statuses of these areas are:

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Area Chandra Lok Mahanagar Colony

Population 2,34,863 3,84,683

Source: Lucknow Development Authority Note: The researcher took these areas because there are various schools & institutes nearby these places.

The areas covered by the researcher in ALIGANJ are Jankipuram & Sahara City. The population statuses of these areas are:

Area Jankipuram Sahara City

Population 2,78,675 1,89,986

Source: Lucknow Development Authority Note: The researcher took Aliganj as one of the areas for her study because she lives in jankipuram & it was quite easy for her to conduct the survey in that particular place.

Sampling procedure:

The researcher will take stratified random sampling as the sampling procedure.
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Data collection method:

1. Primary data: it will be collected with the help of a self

administered questionnaire. This questionnaire aims to gather information related to various Branded products.

2. Secondary data: it will be collected with the help of books,

research papers, magazines, news papers, journals, internet, etc. Research instruments: Questionnaire design: As the questionnaire is self administrated one, the survey is kept simple and user friendly. Words used in questionnaire are readily understandable to all respondent. Also technical jargons are avoided to ensure that there is no confusion for respondents.

INCOME BASED CLASSIFICATION India has a population of 1.095 billion people, comprising of 1/6th of the world population. India's population can be divided into 5 groups on the basis of annual household income. These groups are:

1. 2. 3. 4. 5.

Higher income Upper middle income Middle middle income Lower middle income Lower income
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The income classification does not represent a real scenario for an international business because the purchasing power of currencies differs significantly. The real purchasing power of Indian rupee is higher than the international exchange value.

In addition to that, income classification is not an effective tool to ascertain consumption and ownership trends in the economy.

CONSUMER CLASSIFICATION According to National Council of Applied Economic Research (NCAER) there are 5 consumer classes that differ in their ownership patterns and consumption behavior across various segments of goods. Consumer Classes The Rich Annual Income 1996 in Rs. Rs. 215,000 and more 1.2 32.5 54.1 44 2001 2.0 54.6 71.6 28.1 2007 6.2 90.9 74.1 15.3 Change 416% 179% 37% -65%
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The Consuming Rs 45- 215,000 Class The Climbers The Aspirants Rs. 22-45,000 Rs. 16-22,000

The Destitute Total Source: NCAER

Below Rs. 16,000

33

23.4

12.8

-61% 21%

164.8 180.7 199.2

The 5 classes of consumer households (consumer classification) show the economic development across the country based on consumption trends.

SOCIO ECONOMIC CLASSIFICATION In addition to income classification and consumer classification, Indian households can also be segmented according to the occupation and education levels of the chief earner of the household (the person who contributes most to the household expenses). This is called as Socio-economic Classification (SEC), which is mainly used by market planners to target market before launching their new products. SEC is made to understand the purchase behavior and the consumption pattern of the households. The urban area is segregated into: A1, A2, B1, B2, C, D, E1, E2
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Socio-Economic Classification Occupation Education Less than 5-9 School Some PostIlliterat 4 yrs yrs of Graduat certificat colleg graduat e in schoo e e e e schoo l l Skilled Unskilled Shop owner Petty trader Employer ofAbove 10 persons Below 10 persons None Clerk Supervisor Professiona l Senior executive Junior executive B1 C D D D D B1 C B1 B2 C D D D B1 C A2 B2 B2 D C D B1 C A2 B1 B1 C C B2 B1 B2 A1 A2 A2 B2 B2 B1 A2 B1 A1 A1 A1 B1 B1 A2 A1 A2 A1 A1 A1 B1 A2 A1 A1 A2 E2 E2 D E2 E1 E2 D D D E1 C D C D B2 C C D B2 C B2 D A2 B2 B2 D A2 B2

Source: Indian readership survey (IRS) Sections A & B refer to High-class- constitutes over a quarter of urban population Sec C refers to Middle-class-- constitutes 21% of the urban population Sections D & E refer to Low-class-- constitutes over half the urban population

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To understand the table, consider an example: A trader whose monthly household income (MHI) is more than that of a person in section A cannot be included in this SEC because his educational qualification or occupations do not qualify him for inclusion. Sec C constitutes households whose Chief Wage Earners are employed as: Skilled workers Petty traders Clerk/Supervisor Shop owners 33% 12% 37% 18%

3/4th of them have studied till 10th or 12th class while the remaining 1/4th have studied till 9th class. Less than half of the Chief Wage Earners of households belonging to

sections D & E are unskilled workers. Petty Traders are 18%, while Skilled Workers are about 28%. More than 80% of the population of upper strata consumers is living in the top 7 cities. Those top 7 cities are Mumbai, Kolkata, Delhi, Chennai, Ahmedabad, Bangalore, and Hyderabad. With increase in economic prosperity, this population (upper strata consumers) is growing at The rural 10 area is percent segregated in to: annually. R1, R2, R3, R4.

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Education of chief wage earner Pucca Professional degree Graduation/ PG College SSC/HSC Class 4-Class 9 Up to class 4 Self-learning Illiterate R1 R1 R1 R2 R3 R3 R3 R4

Type of House Semi-pucca R2 R2 R2 R3 R3 R3 R4 R4 Kuchcha R3 R3 R3 R3 R4 R4 R4 R4

AGE DEMOGRAPHICS
India is a very young nation, if compared with some advanced and developed countries. Nearly two- thirds of its population is below the age of 35, and nearly 50 % is below 25. Marketers explain that the boom in the consumption level and leisure related expenditure is because of this young population. It will have a significant impact over the consumer goods market. In addition to that, it is expected that this will generate trade opportunities and continuous investment in the economy. There is huge potential for further consumption of goods and services due to the increased level of disposable income. The expenditure on essential goods and services has a higher share in developing countries as compared with that of developed countries. Age distribution if Indian population (In Millions)

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Year/ Age Below 4 yrs 5-14 yrs 15-19 yrs 20-34 yrs 35-54 yrs 55 & above Total

2006 113.5 221.2 122.4 279.1 239.2 118.7 1094.1

2001 108.5 239.1 109.0 246.8 207.3 101.7 1012.4

1996 119.5 233.2 90.7 224 178.1 88.7 934.2

Consumption Trends Food Essentials Essential Services (water, power, rent, and fuels) Clothing Footwear Medicare Transport & Communication Recreation, Education, and Culture Home Goods 45.68% 10.1% 4.9% 0.63% 4.25% 14.51% Less than 4% 3.25%

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GEOGRAPHICAL DISPERSION
There is large difference in economic prosperity levels among several states in India, linked to the wealth creation from trade, industrial, and agricultural development. There are poor districts in many states, classified according to their market potential. India has 500 districts, out of which 150 districts (category A) and next 150 districts (category B) account for 78% and 15% of the national market potential respectively. Remaining 200 districts (category C) are backward and account for only 7% of national market potential. Category C districts have 40% of the geographical share.

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ANALYSIS

1. Which soap u prefer to use? The reaction of people towards various SOAP brands can be tabulated in the following manner:

Brands Percentage

Lux 36

Dettol 22

Lifebuoy 18

others 24

In the survey that the researcher conducted, it could easily be concluded that LUX, the product of HUL was highly in demand. LUX, the product of HUL covers 36% of the market share. After LUX, the other brands (EXCEPT LUX, DETTOL, LIFEBUOY) covers 24% of the market share. This is then followed by DETTOL, the product of RECKITT BENCKISER with a market share of 22%, which is then followed by LIFEBUOY, the product of HUL with a market share of 18%.
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This data can be graphically explained with the help of the following bar graph:

de ma nd o f so a p bra nds

40 35 30 25 pe r ce nt a ge 20 15 10 5 0 br a nds lux de t t o l life buo y o t he rs

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2. Which pack u prefer to use? In order to determine the income pattern of the consumers, it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of SOAP brands available in the market. However, the reaction of people towards various packs of SOAP can be tabulated in the following manner:

Packs of soaps Percentage

Single pack 56

Family pack (3 in 1) 44

In the survey that the researcher conducted, she tried to differentiate amongst people, with below average household income, average household income & above household income. This classification can be done on the basis of the daily expenditure that people make. 56% consumers demand single pack. 44% consumers demand family packs i.e. 3 in 1 pack.
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This data can be graphically explained with the help of the following bar graph:
d e m a n d o f p a c ks o f s o a p

60 50 40 p e r c e n t a3 0 ge 20 10 0 p a c ks p r e fe r r e d b y customers s in g le p a c k fa m ily p a c k ( 3 in 1 )

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3. Which tea u prefer to use? The reaction of people towards various TEA brands can be tabulated in the following manner:

Brands Percentage

Tata Tea 32

Brooke Bond 28

Taj Mahal 18

Others 22

In the survey that the researcher conducted, it could easily be concluded that TATA TEA, the product of TATA has a market share of 32%. This is followed by, BROOKE BOND, with a market share of 28%. Followed by other brands (EXCEPT TATA TEA, BROOKE BOND, TAJ MAHAL) with a market share of 22%. This is finally followed by TAJ MAHAL, the product of HUL which holds18% of the market share.

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This data can be graphically explained with the help of the following bar graph:
dem and of tea brands

35 30 25 20 pe rce nta ge 15 10 5 0 brands tata tea b ro o ke b o n d taj mahal others

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4. Which tea pack u prefer to use? In order to determine the income pattern of the consumers, it was necessary for the researcher to distribute the consumers on the basis of their demand for the various packs of TEA brands available in the market. However, the reaction of people towards various TEA packs can be tabulated in the following manner:

TEA packs percentage

Sachet 48

Medium pack 32

Large pack 20

In the survey that the researcher conducted, she tried to differentiate amongst the people, with below average household income, average household income & above household income. This classification can be done on the basis of the daily expenditure that people make. However, it can be concluded that sachets are most commonly used by the people .i.e., 48% consumers demand sachet packs. 32% consumers demand medium pack.20% consumers demand large pack.

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This data can be graphically explained with the help of the following diagram:
d e m a n d o f te a p a cks

50 40 30 percenta ge 20 10 0 p a c ks p r e fe r r e d b y c u s t o m e r s sachet m e d iu m p a c k la r g e p a c k

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5. Which detergent u prefer to use?

The reaction of people towards various DETERGENT brands can be tabulated in the following manner:

Brands Percentage

Surf 27

Rin 35

Tide 22

Others 16

In the survey that the researcher conducted, it could be easily concluded that RIN, the product of HUL captures 35% of the total market share. This is followed by SURF, the product of HUL which has a market share of 27%. This is followed by TIDE, the product of PROCTER & GAMBLE which has a market share of 27%. This is finally followed by other brands (EXCEPT SURF, RIN, TIDE) which captures 16% of the market share.

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This data can be graphically explained with the help of the following bar graph:

dem a nd o f deterge nts

35 30 25 20 pe rce nta ge 15 10 5 0 brands surf r in t id e others

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SUGGESTIONS & RECOMMENDATIONS

The researcher would like to suggest the following points, so that the organizations can easily sell their products to their consumers: 1. However, the demand of a product is also affected by its life cycle. If the product is in the introduction stage, then it will definitely take some time to capture the market, because in the introduction stage, consumers are not much aware about the product. Therefore, its the responsibility of the organization to create awareness amongst the consumers. 2. They should adapt rigorous marketing strategies, in order to sustain in the market. 3. There is immense competition in this sector. Therefore, the organizations should try to gain competitive advantage against their competitors. 4. They should try to reach as many people as possible. 5. For the organizations that are not much popular amongst the consumers, should adopt Sales Promotion, as their marketing strategies. 6. Application of 4As has also become an important task for all the organizations.

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REFERENCES

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Kearney, A T, CII Report, (2000)

Purba basu, research on living style of rural consumers, (2004), pg. no. 5-8.

Tognatta Pradeep, economic growth on agriculture sector, (2003), pg no. 6-10. Aithal K Rajesh, importance & growth of rural markets, (2004), pg no. 8-12. Center for Monitoring Indian Economy (CMIE) Statistical Outline of India (2001-02), NCAER National Council of Applied Economic Research (NCAER) Indian readership survey (IRS)

http://www.upgov.nic.in/upinfo/census01/cen01-1.htm Lucknow Development Authority http://www.naukrihub.com/india/fmcg/overview/

http://www.naukrihub.com/india/fmcg/

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13.

http://www.naukrihub.com/india/fmcg/consumer-class/

14.

http://www.naukrihub.com/india/fmcg/consumer-

class/income/

15.

http://www.naukrihub.com/india/fmcg/consumer-class/socio-

economic/

16. 17. 18.

http://www.naukrihub.com/india/fmcg/consumer-class/age/

http://www.naukrihub.com/india/fmcg/consumerclass/geography/

http://en.wikipedia.org/wiki/Fast_moving_consumer_goods

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QUESTIONNAIRE

1. name: 2. occupation: 3. monthly salary: a. less than 10,000 b. 10,000 25,000 c. 25,000 50,000 d. More than 50,000 4. address: 5. phone no.: 6. which soap u prefer to use? a. Lux b. dettol c. lifebuoy d. others 7. which pack u prefer to use? a. single b. family pack ( 3 in 1) 8. which tea u prefer to use? a. tata tea b. brooke bond c. taj mahal d. others 9. which pack u prefer to use? a. sachet b. medium pack c. large pack

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10.which tooth paste u prefer to use? a. pepsodent b. colgate c. close up d. others 11.which pack u prefer to use? a. small pack b. medium pack c. family pack 12.which detergent u prefer to use? a. surf b. rin c. tide d. others 13.which pack u prefer to use? a. sachet b. medium pack c. large pack 14.which shampoo u prefer to use? a. clinic plus b. sunsilk c. head & shoulders d. others 15.which pack u prefer to use? a. sachet b. small pack c. medium pack d. large pack

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16.which biscuits u prefer to use? a. marie gold b. good day c. parle - G d. others 17.which hair oil u prefer to use? a. parachute b. dabur amla c. dabur vatika d. others 18.which pack u prefer to use? a. small pack b. medium pack c. large pack 19.which cream u prefer to use? a. ponds b. fair & lovely c. ayur d. others 20.which coffee u prefer to use? a. bru b. nestle c. Nescafe d. others

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