A Study on Consumer Buying Behaviour
for FMCG Products with Reference to
Hindustan Unilever Limited (HUL)
Submitted by: Shuja Haider
Course: B.Com (Hons), 6th Semester
University: Shobhit University, Gangoh
Mentor: Mrs. Kritika Singhal
Certificate
This is to certify that Mr. Shuja Haider, a student of B.Com (Hons) 6th Semester at Shobhit
University, Gangoh, has successfully completed the project titled 'A Study on Consumer
Buying Behaviour for FMCG Products with Reference to Hindustan Unilever Limited (HUL)'
under my guidance and supervision.
Mentor:
Mrs. Kritika Singhal
Acknowledgment
I extend my sincere gratitude to my mentor, Mrs. Kritika Singhal, for her guidance, support,
and encouragement throughout this project. I also thank Shobhit University for providing
me with the opportunity and resources to complete this study.
Declaration
I, Shuja Haider, hereby declare that the project report titled 'A Study on Consumer Buying
Behaviour for FMCG Products with Reference to Hindustan Unilever Limited (HUL)' is my
original work and has not been submitted to any other institution.
Shuja Haider
Table of Contents
1. Introduction
2. Company Profile
3. Literature Review
4. Research Methodology
5. Data Analysis and Interpretation
6. Findings and Discussion
7. Conclusion and Recommendations
8. Bibliography
9. Appendices
Chapter 1: Introduction
1.1 Background of the Study
Fast-Moving Consumer Goods (FMCG) are products that are sold quickly and at relatively
low cost. Examples include toiletries, soaps, cosmetics, oral hygiene, and detergents. The
FMCG sector is one of the largest sectors in India, and Hindustan Unilever Limited (HUL) is a
dominant player in this market.
1.2 Need for the Study
Understanding consumer buying behavior helps marketers tailor their strategies. With an
increase in competition, companies like HUL need to continuously analyze changing
consumer preferences and behavior patterns to maintain their market share.
1.3 Objectives of the Study
- To analyze the factors influencing consumer buying behavior for FMCG products.
- To study the role of branding and advertisements in shaping buying decisions.
- To evaluate consumer preferences related to HUL products.
- To provide suggestions to HUL for better market positioning.
1.4 Scope of the Study
The study focuses on urban and semi-urban consumers purchasing HUL products. The data
collected covers different age groups, income levels, and occupations, mainly through a
structured questionnaire.
1.5 Limitations of the Study
- The study is limited to a specific geographical area.
- Respondents may not provide accurate answers.
- Time and resource constraints restricted sample size.
Chapter 2: Company Profile
2.1 Overview of Hindustan Unilever Limited (HUL)
HUL is India's largest consumer goods company, with a heritage of over 80 years. It is a
subsidiary of Unilever, one of the world’s leading suppliers of food, home, and personal care
products.
2.2 History
Established in 1933, HUL has grown to serve millions of consumers with over 35 brands
across 20 categories such as soaps, shampoos, detergents, and foods.
2.3 Vision and Mission
**Vision**: To make sustainable living commonplace.
**Mission**: To add vitality to life through meeting everyday needs for nutrition, hygiene,
and personal care.
2.4 Product Portfolio
- Personal Care: Dove, Lux, Lifebuoy, Sunsilk
- Home Care: Surf Excel, Rin, Vim
- Foods and Refreshments: Lipton, Brooke Bond, Kwality Wall’s
2.5 Market Position
HUL commands a strong market presence and brand loyalty due to its long-standing
reputation and innovative marketing strategies. Its distribution network spans urban and
rural India.
Chapter 3: Literature Review
Consumer behavior is the study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, and ideas. The FMCG sector, due to its vast range of
products and frequent buying patterns, is one of the most dynamic fields for analyzing
consumer behavior.
Previous research studies have highlighted the importance of several factors in influencing
consumer decisions. According to Kotler (2016), consumer behavior is influenced by
cultural, social, personal, and psychological characteristics. These dimensions are especially
relevant in India, a country rich in diversity and culture.
A study by KPMG (2020) on the Indian FMCG market found that brand recognition, product
availability, price sensitivity, and advertisement effectiveness are key drivers of purchasing
decisions. In the context of HUL, these aspects have been successfully utilized to attract a
wide customer base.
Another research by Nielsen (2018) revealed that rural and semi-urban markets are
becoming increasingly important for FMCG companies, accounting for nearly 45% of the
total demand. HUL, with its deep-rooted distribution network, has strategically capitalized
on this trend.
In conclusion, the literature suggests that consumer buying behavior in the FMCG sector is
multifaceted. The successful companies are those that continually adapt their offerings
based on evolving consumer preferences and market dynamics.
Chapter 4: Research Methodology
4.1 Research Design:
This study follows a descriptive research design to understand and analyze consumer
buying behavior towards FMCG products, with a specific focus on HUL.
4.2 Sampling Technique:
Convenience sampling was adopted due to accessibility and time constraints. Data was
collected from 100 respondents across different age groups, income levels, and educational
backgrounds.
4.3 Data Collection Method:
Primary data was collected through structured questionnaires. Secondary data was
gathered from HUL’s official reports, research articles, and online sources.
4.4 Tools of Analysis:
Data was analyzed using bar charts and pie charts to interpret consumer preferences and
behavior patterns.
4.5 Area of Study:
The study was conducted among consumers from urban and semi-urban areas.
4.6 Limitations:
- Limited to a sample size of 100 due to time and resource constraints.
- Responses might be biased or influenced.
- Geographic limitation to select regions.
