THE DETRIMENTAL FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR FOR FMCG PRODUCTS IN THE INDIAN MARKET
The FMCG sector is the fourth largest contributor to the growth of India's GDP, affecting every individual’s life every day. Consumer behavior has an influential role in the marketing of FMCG products. In the current time of globalization, the customer's taste and preferences are dynamically changing with time. So, a marketer needs to find out the influencing factors and their impact on consumer behavior in purchasing fast-moving consumer goods. The main purpose of this study is to measure consumer behavior for using FMCG products and identify the factors affecting consumer purchase intention of FMCG products. The empirical study was conducted to identify the constructs and proposed conceptual model. Structural equation technique was used to test the model and hypothesis defined in this study. The findings suggested that the FMCG product distribution, packaging, Quality, advertising, promotional offers are some factors identified in this study have a significant impact on consumer intention to purchase FMCG products.
Consumer Behavior, Distribution properties, Packaging, Advertisement, FMCG products, Purchase Intention