Study the Impact of Swadeshi on Consumer Behaviour for FMCG and wellness products in Pune City

Abstract

The FMCG and the wellness market in India had a paradigm shift in the first two decades of newlinethe 21st century. The spiritual leaders had impacted the Indians, by making spirituality as the newlinepathway to enter the market with their wellness and the FMCG products. Also the MNCS newlinewere taking a backseat and the indigenous companies were acing the market race. There was newlinea need to analyze this changed behaviour of Indian consumer. newlineThis study was to understand how does Swadeshi mean for the consumer. The Indian newlinehistory has prevue of Swadeshi Movement for enhancing nationalism in Indian hearts and newlineminds. Whether Swadeshi in this era has the similar significance was a matter of concern. newlineThe literature reviews evidently underlined the ethnocentric behaviour of consumers newlineworldwide. There was a need to understand the relationship between ethnocentrism and newlineconsumer behaviour. It was also a need to understand the factors behind the Ethnocentrism. newlinePatriotism, Collectivism, Conservatism, Ethnicity and Xenophobia were some of the newlineidentified factors responsible for ethnocentric behaviour. newlineTo measure the ethnocentrism among consumers CET scale has been used. This is the scale newlineevolved out of enormous studies. It has 17 questions and are linked with various factors newlinementioned above. This study is carried out for FMCG and Wellness sector and a sample size newlineof 250 respectively has been surveyed. Along with this the questions to understand the newlineimpact of Spiritual leaders, patriotic promotion and also the contents of products were newlinedesigned and surveyed accordingly. newlineThe hypotheses were formulated through literature review and pilot study. The data was newlineanalyzed through of SPSS. With the help of statistical tests like ANOVA, Chi-square, newlineFriedman tests the hypotheses were tested. The structural equation modelling was used to newlineestablish the relationships between the independent and dependent variables. newline From the study it was understood that consumers indigenous brands more. For the newlinewellness sector the Ayurvedic