A study on consumer buying behaviour for selected FMCG products

Pages: 396-399
Jenis Chauhan (G.H. Patel institute of Business Management, Sardar Patel University, Vallabh Vidyanagar, Anand, Gujarat)
Gautam Parmar (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Nagar)

The consumer behaviour dealt with how consumer buy and behave towards the product. The Fast Moving Consumer Goods (FMCG) is the fourth largest sector in Indian economy. In India around 70 percent population reside in rural area where as other population lives in urban area. The population of the different region may have difference in the behaviour. The present study try to understand the consumer behaviour towards FMCG products. There are four FMCG products (Shampoo, Bath soap, Detergent Powder, & Tooth paste) were selected for the current study. For the present study 75 respondents were surveyed comprises of rural and urban place of residence. The study found that 76 % respondents use same brand of shampoo for less than 1 year. In case of bath soap 50.7 % respondents use same brand for 1-2 years. In case of detergent powder 42.7 % respondents’ use same brand for 1-2 years and in case of toothpaste it was found that 58.7 % respondents use same brand for less than 1 year. The study also found relationship between place of residence and duration of single brand of shampoo, detergent powder and toothpaste used. There is no relationship found between place of residence and duration of single brand of bath soap used. The study also depict that the price is the most influencing factor followed by availability, quality of product, brand image. The least influencing factor is hording for FMCG products.