Factors Affecting Consumer Buying Behaviour Towards FMCG Products For Rural And Urban Consumers in Satna District Of Madhya Pradesh

Abstract

The education of the population has made a great affect on the buying behaviour of the FMCG products. The consumers are affected by the advertisements and other promotional activities, to the effect that it helps in the decision making and is only used for the awareness purpose. In fact as per the telephonic interviews it has been reported that the use of celebrities has a marginal affect on the consumers. This is because of the vast use of social media and chat sites the customers are aware that the celebrities are putting in advertisements not because of the product quality, but for some other reason s which may be privy to the companies and celebrities. The conversations among oneself and the retailers have made a significant effect on deciding the quality aspect of the product. newlineFurther it is concluded that life partners do make a significant influence on the buying behaviour of the consumers. newline6.2 SUGGESTION and CONCLUSION DERIVED FROM PART B OF THE QUESTIONNAIRE newlineThe consumers recognize the need of the product before buying and they search information from various sources before buying. The parameter which influences the most in FMCG product is price and brand loyalty. The knowledge of newlinepersonal product is derived from personal references. Friends and relatives and word of mouth communication are the most sought after factors which inflyence the buying behaviour of the products. For the purchase of products the promotional offers and retailers credit facility are the main decoiding factors which influence the buying behaviour. Husband and wife jointly make a decision of buying FMCG goods. Advertisement makes the consumers aware of the goods, but the buying decision is not much influenced by the advertisement, as per this Study. Newspaper and internet are the most effective media for the advertising of FMCG. newlineIn the rural area the brand s which have been in popular use are influenced by the history of the product. In the sense all the Cow products of the organization which are also maintaining their market share, have an influence on the purchase decision for example in the case of hair oil , the Marico company brand is widely used , which in India was introduced much earlier than the other brands cited in the study. newline6.3 SUGGESTION and CONCLUSION DERIVED FROM PART C OF THE QUESTIONNAIRE: newlineThe type of FMCG products used for bathing is beauty soap and second preference is of medicated soap. Soaps used by the consumers may vary from two to three. The change of brand is influenced highly by the recommendations made to the consumers. The choice of purchase varies between known retailer and Super store. The purchase decisions made for FMCG products are influenced by recommendations, past experience and brand image newline