CONSUMER BEHAVIOUR OF PEOPLE LIVING AT SUBSISTENCE LEVEL TOWARDS BRANDED FLOOD ITEMS

Abstract

Around 20% of the Indian population falls under the category of subsistence level, i.e A standard of living (or wage) that provides only the bare necessities of life such as food, housing, clothing etc. with such huge Indian population, this 20% amounts to around 260 million people, which is much if compared to the population of countries like Brazil & Pakistan. With increase in the income level and brand awareness among this strata. This market has, become quite vital for FMCG marketers. The purpose of this research is to determine the consumer behavior of people living at subsistence level towards the branded food items. Branded food items are a product which is made by a well-known manufacturer and has the manufacturer's label on it. For e.g Nestle Maggi, Ashirwad Atta, Tata Salt, Tata I-shakti Lentils. This research attempts to determine the factors which are kept in mind by the people of that particular stratum while purchasing these food items. The research will also attempt to assess whether any relationship exists between the factors brought out from the study and demographic factors like age, Gender and monthly income.