A study on influence of in store factors on impulse purchase decision with reference to fmcg products

Abstract

India is mainly a focusable market in fast moving consumer goods destination among other developing countries. Indian consumers have various options towards the purchasing the FMCG product for their own purposes. Even in this modern era, consumer buying decision remains unpredictable and more complex in understanding the consumable purchasing pattern. Earlier, Understanding the environment that support to drive consumers buying whims remained confusing due to the influence of more numbers of variables occupied in FMCG purchase. Presently, buyers are blessed with gigantic choice of selecting the FMCG goods not only towards the product and brand but also from their choice of various retail format. Middle class and upper middle class consumers are becoming attractive and potential markets for retail firms at present. In this context, Indian consumers have totally changed their shopping attitude and tendency, so retail firm also totally change their marketing style as per the attitude and pattern of buying behavior towards the tendency of FMCG procurement. Studying consumer buying behavior towards the buying of FMCG goods is an important subject for marketers and researchers to recognize customer s thoughts and behaviors to their consume pattern. The Consumer buying behavior involves the psychological process from the starting point of identified their needs and the ways to solve these needs by interpreting the buying information, making plan and finally fulfilling by purchase decision. Individually buying behavior is characterized by demographic, situational, emotional and behavioral nature in the hands of their needs and wants to fulfill. This is the most important aspect that needs to be analyzed while studying the branch of consumer buying habit towards the fast moving consumer goods newline