An empirical study on kiranawallahs perspective towards fast moving consumer goods (FMCG)

Over the past few decades Fast Moving Consumer Goods (FMCG) companies have attained an impressive growth rate due to the huge potential from the escalating middle class Indian population both urban as well as rural sector. However among the several fmcg players there is only handful no. of companies who enjoy the maturity stage of their product life cycle due to ever increasing demand for their products whilst others are still experiencing the growth stage.

This article is entirely an empirical study but a discursive paper; as the research is limited to consumables, & personal care (non durable) items of fmcg products at the kiranas disposal. The study is highly significant enough to arouse further value added discussion focusing on the area of consumer packaged goods with lofty demand at the kiranawallahs shelves.

The primary aim of the research was to investigate the leading fast moving consumer goods with massive demand & thereby to know the fmcg company enjoying the maturity stage of the PLC for its diverse products for a consecutive period. Furthermore interesting is, the study even spotlight the reasons behind such striking sales from the kiranas perspective. Hence to investigate the above specified areas, 240 kiranas in Bangalore city were interviewed as respondents with a comprehensive open-ended questionnaire undergoing a judgmental sampling. Besides, Percentage Analysis was the research methodology adopted to arrive at possible suggestions required for the study.