A Study on Consumer Behaviour Towards FMCG Products

Author

Mr. M. Raja Pavan Kumar, Mr. Veerla Chaitanya

Abstract

 This study examines consumer buying behavior towards fast moving consumer goods (FMCG) using a sample of 50 questionnaire responses. The analysis focuses on demographic profile, purchase frequency, factors influencing FMCG Purchases, Purchase channels, brand loyalty, satisfaction, promotional influences, and sustainable packaging Preferences. Descriptive statistics are followed by chi-square test, one way ANOVA and multiple linear regressions. At the 5% significance level, the chi-square test did not have a statistically significant association between age group and weekly FMCG goods purchasing, ANOVA did not identify a statistically significant difference in mean satisfaction across age groups, and the regression model was not statistically significant overall. These results describe the present sample and should not be generalized to wider population without a larger and independently collected sample.

Keywords

Consumer Behaviour, Consumer Buying Behaviour, Purchase Decision-Making, Brand Loyalty, Low-Involvement Buying

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References

The study provides a quotative overview of FMCG consumer behavior in the 50-response sample. Price and discounts emerged as the most selected purchase factor, while weekly purchasing was the dominant purchase frequency. The inferential tests did not identify statistically significant relationship between age and weekly purchasing, difference in satisfaction across age groups, or an overall significant regression model using the selected predictors. The results therefore suggest that FMCG purchases behavior and satisfaction in this sample cannot be explained buy the tested variable alone. A larger, more diverse, and probability-based sample, together with additional variables such as income, household size, product category and perceived value, could provide stronger evidence in future research.

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