COMPARATIVE ANALYSIS OF E-COMMERCE ON FAST MOVING CONSUMER GOOD WITH SPECIAL REFERENCE CONSUMER PROSPECTIVE

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Bharati Badiger, Dr. Gajraj Singh Ahirwar

Vol 18, No 11 ( 2023 )   |  Licensing: CC 4.0   |   Pg no: 274-281   |   Published on: 30-11-2023

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Abstract
Using a sample of 250 respondents, this study examines customer preferences and awareness trends in the Fast-Moving customer Goods (FMCG) industry. Gender distribution, age-related changes, brand preferences between Procter & Gamble (P&G) and Unilever, as well as sources that impact awareness, are all covered in the research. The main conclusions show that P&G brands are preferred, there is a substantial presence of the 20–25 age group, and gender representation is balanced. The main source of awareness turned out to be advertisements, with friends and neighbours playing significant roles. These findings have important strategic ramifications for FMCG businesses looking to improve their marketing approaches and connect with consumers.

Keywords:
Procter & Gamble (P&G), Unilever, consumer preferences, fast-moving consumer goods (FMCG), brand awareness.

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