INFLUENCE OF DEMOGRAPHIC FACTORS ON THE CONSUMERS' AWARENESS OF FMCG PRODUCTS A CASE OF CONSUMERS IN KRISHNAGIRI DISTRICT OF TAMILNADU

Abstract

Fast moving consumers goods (FMCG) market is highly competitive due to innumerous players in the field. It is true to all kind of FMCG products. Yet only few brands are firmly foot in the mind of customers. If a company suceed in making aware of a product brand, it ensures the major success of its marketing campaign. The awareness about a particular brand exixtence is caused by many factors. The existing customers as unpaid ambassodors, the reach of marketing communications and the receptive nature of the consumers are the factors generally influence the awareness level of the customers. The demographic factors such as age, education and gender predominantly playing a vital role in receiving portion of any communication due to communicational influesors like selective perception etc. Hence the study focuses on the influence of demographic factors on the Consumers' Awareness of FMCG products. The study is very significant due to lack of studies that identifie the influence of demaographic factors on the consumers’ awareness. To achieve the stated objectivea a self administered questionnairre was designed and developed to measure the consumers’ awareness level of the FMCG customers. There are 150 samples of respondents; resposes were collected from the FMCG consumers of Krishnagiri district. Convinience sampling technique was applied to collect the data. Retail stores in the city and nearby villages were selected to collect the repsonses from the respondents who are the consumers of FMCG products from the geographic study area Krishnagiri District of Tamilnadu state. The collected data were properly edited coded and computed in excel sheet. Statistical tests such as mean, standard devaition, ANOVA were exexcuted using Ms-office excel data analysis tool. The results have indicated clearly that the consumer awareness level is influenced by the age and income level of the customers.