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Question

Take a case of five FMCGS-fast moving consumer goods-bathing soaps ,toothpastes ,facial creams,shampoos,ball pens . Analyse as to how the market for these products is characterised by product differentiation .

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Solution

The market for fast moving consumer goods in India is characterized by difference in cost rather than product superiority or product differentiation.For example, a study carried out for understanding the perceptions and attitudes of consumers for different types of detergents revealed that high quality-high priced products like Surf is preferred by high income group consumers,while relatively low quality low priced product like Nirma is strong preference of low income groups. Other special/specific characteristics of the products generally do not form the preference criteria.
Therefore, you can select either of the product and can carry out survey for its utilization pattern and preferences etc.

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