29-05-2014, 12:10 PM
A study to understand the factors affecting the top of the mind awareness (TOMA) for FMCG products in Bikaner city
A study to understand the factors .pdf (Size: 225.45 KB / Downloads: 74)
ABSTRACT
The purpose of this study is to examine the factors affecting the top of mind awareness in
Bikaner city for FMCG products. The brand awareness has is increasing everywhere with
consumers opened to so many sources of information and Bikaner city is not an exception
to it. To study the above statement and to check its validity, the factors affecting the top
of mind awareness are studied in a Bikaner city for FMCG products.
Introduction:
Fast Moving Consumer Goods (FMCG)
The Indian FMCG market is the fourth largest market with an estimated size of 1.300
billion. The average annual growth of the sector in the last decade is 11% per annum.The
growth due to the increasing disposable income, the consumer flooded with choices in
every segment and the young population which occupies 17% of the world’s population
and half of this population below the age of 25.
Fast Moving Consumer Goods meet out day to day elementary needs of the people and
the shelf life of these products are is very short. They are wide range of repeatedly
purchased products like toothpaste, shampoo, soap, detergent etc.
The dispersion in many product categories is very low and FMCG producers are now
tapping the unexploited market i.e. is the rural India and the tier-3 cities. The major
segments in FMCG market are home care, personal care, food and beverages.
1.2 TOMA (Top of Mind Awareness)
Top-of-mind awareness" is a term originally coined by Ellis Verdi, the once president of
the National Retail Advertisers Council (NRAC) and owner of a prestigious marketing
and advertising agency in New York. TOMA is a mental recall by the consumer when he
is given a clue like the class or the category of the product. The unaided brand recall is
difficult to then to recognize the brand.
The consumer purchases a product to fulfill a motive. The consumer prefers a particular
product based on the utility, taste and bundle of attributes.
Research Methodology:
The methodology of the study is based on the primary as well as secondary data. The
study depends mainly on the primary data collected through a well-framed and structured
questionnaire to obtain the well-considered opinions of the respondents. The study is
confined to Bikaner city which is one of the districts of Rajasthan is agricultural based.
Due to paucity of time a sample of 120 respondents were chosen from different age group
and education level.
The information gathered through the survey will be analyzed by using Chi –square test
using tabular representation.
CONCLUSION
In case of FMCG companies creating positive image in the mind of consumers is very
important because products are used by consumer in there day today life. Companies
create an image through advertisement and various other modes in order to find
products name in the TOMA (Top of mind awareness) of consumers. These studies
conducted by the researcher at last highlights certain factors regarding the awareness of
FMCG products in home and personal care products and their association with the
demographic variables.