International Journal of scientific research and management (IJSRM) ||Volume||2||Issue||8||Pages|| 1168-1182||2014|| Website: www.ijsrm.in ISSN (e): 2321-3418 A Case Study on Consumer Buying Behavior towards Selected FMCG Products Dr.Vibhuti, Dr. Ajay Kumar Tyagi, Vivek Pandey Professor, RajKumar Goel Institute of Technology,Ghaziabad
[email protected] Faculty,Salalaha College of Management,Salalaha
[email protected] Territory Sales officer, Pepsico India Holdings Pvt. Ltd.New Delhi
[email protected] ABSTRACT : The consumer behaviour plays an important role in marketing of fast moving consumer goods.This behaviour is effected by various factors.In the present era of globalisation needs and wants of consumers changes with time.The fast moving consumer goods (FMCG) sector contributes a lot to the growth of India’s GDP.Therefore it is neccesary to identify the changes in consumer buying behaviour towards FMCG products.The motive of this paper is to identify the factors affecting consumer buying behviour towards FMCG products and finally effecting their decision making process.The data for this study has been collected through questionnaire and findings have been theoretically presented.The paper reveals that consumer behaviour is largely effected by place,product,price,promotion,physiological and pshycological factors.However effect of these factors also differ from product to product. Key words : Fast Moving Consume r Goods,Cosumer Behaviour ,Market strategy ,Factors influencing I: Introduction household accessories and extends to certain Fast Moving Consumer Goods (FMCG) goods are electronic goods. These items are meant for daily popularly named as consumer packaged goods. of frequent consumption and have a high return. Items in this category include all consumables The Fast Moving Consumer Goods Industry (other than groceries/pulses) people buy at regular includes food and non-food everyday consumer intervals. The most common in the list are toilet products. They are usually purchased as an soaps, detergents, shampoos, toothpaste, shaving outcome of small-scale consumer decision so they products, shoe polish, packaged foodstuff, and are heavily supported (advertising, promotion) by Dr.Vibhuti, IJSRM volume 2 issue 8 August 2014 [www.ijsrm.in] Page 1168 and within one compliment these. However the huge number of goods sold is what makes the difference. FMCG products is relatively small. wholesalers and all other on such products can be large. Followed in the market through sales life. also sure the products are available wherever someone known as Consumer Packaged Goods (CPG). weeks. IJSRM volume 2 issue 8 August 2014 [www. purchase drinks and cleaning products have high turnover and is a core activity. The margin of Advertising and promotions. It logistics a high level Fast Moving Consume r Goods (FMCG) includes suppliers. Typical purchasing of these 2. Achieving superior distribution year. The FMCG Supply Chain products that have a quick turnover and relatively is the interrelated collection of processes and low cost. pre-packaged foods. or months. hypermarkets etc. Hence Dr. sell in large numbers and so the cumulative profit warehouses. profit on every individual Fast moving consumer goods product is less. toiletries. To understand the concept of FMCG products. Some distribution. The manufacturers are always 3. either as a result of high consumer demand or force activity it can help gain a high level of because the product deteriorates rapidly.in] Page 1169 . entities that lead up to delivery to the final Fast moving consumer goods have a short shelf customer. segmentation and product positioning is the fruits and vegetables. Fast moving consumer goods – such as meat.Vibhuti. To conclude and suggest stratigies for one of us uses fast moving consumer products effewctive marketing of FMCG products. Objectives of the study 1. Other goods such industry. time and II: financial investment to purchase. Global power brands are the choice and are replaced or fully used up over a short of multinational companies. and don't require a lot of thought. POS as alcohol. thorough a powerful supply chain and making The Fast Moving Consumer Goods (FMCG). is might want or need it. Every 4. at relatively low cost creativity and detailed planning are needed. To identify the factors affecting consumer exploring new outlets and sales locations while buying behaviour and consumer decision the traditional ret+ailers have introduced private making process. III: This business is based on building powerful Fast Moving consumer goods are those goods that brands of are consumed every day by the average consumer distribution. High budgets. maketing FMCG products in India. Local brands can period of days. most common new solutions are also used Fast moving consumer goods are products that including internet advertisements. every day.ijsrm. soft activities drive brand awareness. dairy products and baked compulsory homework of any company in this goods – are highly perishable. have a quick shelf turnover. To know and understand the scope of goods occurs at grocery stores.the manufacturers. consumer research. Though the absolute profit made on associated and achieving resources manufacturers. supermarkets. trial. distributors. they generally service providers. While TV advertising is rates. label brands to capture additional profit. Market Research. household care.. Fast Moving Consumer Goods is a classification fundamental . In urban areas. batteries. FMCG may also include pharmaceuticals. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries. consumer electronics. stereo systems etc. they generally satisfy rather Growth of FMCG in India The Indian FMCG sector with a market size of US$14. Examples of FMCG brands are Coca-Cola. and dairy are long-term growth categories in both rural and urban areas.needs. female hygiene. FMCG sector will witness more than 60 per cent growth in rural and semi. it is estimated that processed foods. The growing incline of rural and semi.Hair care. rural India accounts for more than 40% consumption in major FMCG categories such as personal care. cosmetics. At present. although these are often categorized separately. dip. Major Players in this sector include Hindustan Unilever Ltd. soap. Unilever and Procter & Gamble. GCMMF (AMUL).in] Page 1170 . cell phones and Laptops which are replaced more frequently than other electronic products mainly due to technology changes. Soft Drinks Household accessories are some of the best known examples of Fast Moving Consumer Goods A subset of FMCGs are Fast Moving Consumer Electronics which contain innovative electronic products such as mobile phones. as manufacturers will have to deepen their concentration for higher sales White goods in FMCG refer to large household electronic items such as refrigerators.urban folks for FMCG products will be mainly responsible for the growth in this sector. that refers to a wide range of frequently purchased IV: consumer products. teeth cleaning products.Vibhuti. including skin care.urban India by 2014. GPS Systems. as well as other nondurables such as glassware. home and personal care category. MP3 players.ijsrm. and chocolate bars.7 billion in 2011-12 to USD 30 billion in 2013.profit in Fast moving consumer goods always in a steady manner irrespective of global market translates to number of goods sold. Smaller items. Home Cosmetics. The FMCG market is set to double from USD 14. and hot beverages. FMCG share float Dr. ITC (Indian Tobacco Company). bulbs. packaged food products and drinks. tissue paper. volumes. Beauty Products.as opposed to luxurious . fabric care. are sometimes termed because Brown goods. male grooming. will keep growing at relatively attractive rates. digital cameras.8 billion is the fourth largest sector in the economy. with rural India accounting for the remaining 34%. Unlike other economy sectors. IJSRM volume 2 issue 8 August 2014 [www. Indian consumer goods market is expected to reach $400 billion by 2014. Kleenex. paper products and plastic goods. However. shaving products and detergents. Packaged Food. Pepsi and Believe Toiletries. and the chocolates and confectionery categories are estimated to be the fastest growing segments. Three of the largest and best known examples of Fast Moving Consumer Goods companies are Nestlé. and Nestlé India. Examples of FMCGs are soft drinks. household care and feminine hygiene. bakery. TV sets. urban India accounts for 66% of total FMCG consumption. Dabur India. Within the foods segment. We consume things of branding results in consumer loyalty and daily use. large number of opportunities is available in the product FMCG sector. The bottom line is that Indian importance and popularity. production. Coca-Cola. however able to Nestle India Ltd and GSK Consumer drive 25 per network. As per the analysis by ASSOCHAM. devote considerable money and effort in developing bands. products according to our needs. study of consumer Small companies from this sector have Behaviour and Buying Decisions in respect of select FMCG products. IJSRM volume 2 issue 8 August 2014 [www. a companies concentrate on brand building. increase in demands. the contract than 35% of the total cost of consumer products - manufacturing the highest in Asia. preferences and in this competitive Dr.Vibhuti. With differentiation on VI: functional attributes being difficult to Behaviour achieve market. All of us are consumers. The Finance Minister has proposed distribution networks. Marico Industries. market is changing rapidly and is showing Large development outsourcing and their route Unorganized has creating production grown Sector: in The unprecedented consumer business opportunity. Moreover.in] Factors affecting Consume r Buying Page 1171 . Pepsi industry and others. because the growth of consumption. A rapid urbanization.ijsrm. they are at the same to introduce an integrated Goods and Service Tax time by April 2014. Cadbury India. we also consume and buy these sales growth. Nirma. Their low cost structure important for FMCG companies and they also gives them an advantage. FMCG companies need to Companies Hindustan Unilever Ltd. and the problems of create a strong distribution it gives them significant Contract Manufacturing: As FMCG presence of large number of young population. cent of sales from rural India. Britannia Distribution Network: Given the Industries. Once they are constitutes nearly 37% respectively. advantages over their competitors. Asian Paints (India). Procter & Gamble Hygiene and Health fragmented nature of the Indian retailing Care.This is an exceptionally good move requirements to third party manufacturers. used their location advantages and regional V: presence to reach out to remote areas Characteristics of FMCG in India where large consumer products have only Branding: Creating strong brands is limited presence. with several items reserved for and employment is directly proportionate to the small scale industry and with these SSI reduction in indirect taxes which constitute no less units enjoying tax incentives. It unorganised sector has a presence in most is in this perspective we have decided to conduct a product categories of the FMCG sector. achieve a high level of penetration in both While Colgate Palmolive India and Marico the urban and rural markets. infrastructure. Dabur India develop extensive distribution networks to originates half of their sales from rural India. the process which source or seller to buy. It can What we buy. therefore tries to understand the needs of different This leads to internal and external research.Vibhuti. where and when we also be between consumers.in] Page 1172 . disposing of goods and services.ijsrm. or in groups. motivation. Various consumer. and then the post purchase their internal and external environment. we also the buying of goods/services that receives consider whether to buy or not to buy and. Goods can be bought Consumer behaviour is a complex. evaluating. then the study of What is the customer’s attitude towards the product consumer behaviour becomes a necessity. our involved in acquiring. dynamic. social and cultural decision. What the consumer thinks of the company’s products and those of its competitors? Marketing starts with the needs of the customer How can the product be improved in their opinion? and ends with his satisfaction. the consumer can alternatives between products that can be acquired barely meet his barest needs. gives a clue to the marketers whether his product has been a success or not. for multidimensional process. because it formulate their plans for marketing. social class and many other factors that are both This definition clearly brings out that it is not just internal and external to us. is usually between the seller and the buyer. Management is the youngest of sciences and oldest of arts and consumer behaviour in To understand the likes and dislikes of the management is a very young discipline. Then consumers and having understood his different follows a process of decision. A process of buying starts in the minds afford to buy in greater quantities and at shorter of the consumer. industrial For all this. In poor societies. comfort and luxury in small quantities or in bulk. This exchange goods. Goods can be bought and its advertising? What is the role of the customer in his family? individually. which leads to the finding of intervals. how we buy. It was during the 1950s. exchange is required. In some societies starts much before the goods have been acquired there is a lot of affluence and. The marketer with their relative advantages and disadvantages. self concept. While buying. that out: marketing concept developed. beliefs values.buying power. These researches try to find much later stage. It starts with the buying of goods. speciality goods or. and all marketing Dr. When everything How the customers use the product? revolves round the customer. These can be Consumable goods. under stress (to satisfy an immediate need). IJSRM volume 2 issue 8 August 2014 [www. and thus the need to study the behaviour of consumers was recognised.making for purchase behaviours which require an in-depth study of and using the goods. buy. in how much quantity we buy depends on our Consumer behaviour can be defined as the perception. from attention in consumer behaviour but. personality. extensive consumer research studies scholars and academicians concentrated on it at a are being conducted. durable goods.making process and physical activity background and our age and family cycle. using and attitudes. these societies can or bought. they behaviour which is also very important. price. conditions. cost-benefit (I) Product analysis must be undertaken. (t) Customer satisfaction which leads to target market selection. The cost is the amount of (iv) Consumer Decision Process money paid for the bike. status.in] Page 1173 . pollution and frustration such as traffic (p) Alternative evaluation jams. A study is undertaken to Behaviour provide superior customer value. competitor VII : Marketing Strategy and Consume r and the company. parking. who undergoes a decision (i) MARKET ANALYSIS process Market analysis requires an understanding of the 4-Cs which are consumer. IJSRM volume 2 issue 8 August 2014 [www. (v) Outcomes The entire process consists of market analysis. (iii) Marketing Strategy to sell the product effectively. the offering of the company. for example.Vibhuti. There can be many (j) Price benefits of a product. The difference between this total benefit and (q) Purchase total cost constitutes the customer value. the cost of maintenance. risk of injury in case of an (o) Information search—internal. In formulating the marketing strategy. comfort and (m) Service feeling of ownership.ijsrm. vis-a- (c) Competition Dr. The idea (r) Use is to provide superior customer value and this (s) Evaluation requires the formulation of a marketing strategy. The total product creates an image in the mind of the consumer. in order to outdo the (g) Describe each group competitor or the plans to achieve the desired (h) Select target market objective. for owning a (k) Distribution motor bike one can be looking for ease of (l) Communication transportation. promotion and distribution.decisions are based on assumptions about consumer behaviour. and then to (u) Sales the formulation of strategy by juggling the (v) Product/Brand image product. external accident. pleasure. (d) Condition (ii) Marketing Segmentation (e) Identify product related needs Marketing strategy is the game plan which the (f) Group customers with similar need sets firms must adhere to. (n) Problem recognition gasoline. so that a total product (a set of entire characteristics) is offered. which is the (i) Marketing Analysis main objective of the company. For providing (a) Consumer better customer value we should learn the needs of (b) Company the consumer. By need set. they are homogeneous in themselves. Moves and plans is to product can fulfil. the government regulations. the and. technological. On the basis of better chance with the consumer. Hence. changes in the marketing recession. IJSRM volume 2 issue 8 August 2014 [www. The conditions under which the firms are (c) Target Segment Demographic and Psychographic operating has also to be seriously considered. So the strategies. environment. consumer needs. This leads to the formulation of different (b) The External Analysis (Company) marketing strategies. To have correct information about the These groups are identified and they are described competitors and to anticipate their further moves in terms of their demographic and psychographic is the job of the researcher. strengths and weaknesses of the competitors. safer products have a needs and ideas for a new product. The internal analysis is portion of a larger market whose needs are similar made by the firm’s financial conditions. People are and feelings. The study of these factors leads to a better understanding of the consumer (a) Need Set and his needs. the deterioration of the Sometimes motivational research becomes handy environment and its pollution may lead to the use to bring out hidden attitudes. characteristics. physical. fun needs or time saving needs. it is meant that there are products (c) The Competition which satisfy more than one need.ijsrm. Many firms send questionnaires to health conscious and are concerned with their customers to ask about their satisfaction. The Dr. others may go for luxury marketing mix and the offering is made in a cars. manner which can out do the competitor. their status need. future safety. mix are made and advertising is also streamlined. their anticipated moves and their company tries to identify the need sets which its reaction to the companies. In case of the answers received.e. These effect the To understand the consumer. In the analysis of the market. within the company.in] Page 1174 . researches are made. the flow of money is restricted greatly.Vibhuti. the (a) The Consumer technological developments. force and other factors segments are identified with similar needs. The company finds out how and (d) The Conditions when the product is purchased and consumed. uncover emotions and innovation of safer products. This is a (b) very difficult process and it is easier said than Characteristics done. Then we try to identify the be made. some people information reacts accordingly and changes its need economical cars. The company after getting this groups who have similar needs. i. i. The external analysis may be done by the (ii) Market Segmentation feedbacks from the industry analyst and by The market is divided into segments which are a marketing researches. etc. a study of the An automobile can fill the transportation needs. in this case.e.vis its competitors and the environment which is factors to be studied are the economy. the physical economic. etc. Such quantum of the sales. the problem suitably and adequately. The decision-making process consists of a series (b) Price of steps which the consumer undergoes. to find how the cool These could be retailers. e. For this.Vibhuti. which is tangible and can satisfy a need and has (iv) Cons umer Decision Process some value. In formulating market strategies. and can take care of marketed through the channels or the middleman. place (d) Promotion Promotion is the means of changing the attitudes VIII : Disciplines Involved in the Study of of the consumer.in] Page 1175 . segment is chosen. Some goods need to be brand image will be suitable. so that it becomes favourable Cons umer Behaviour Dr. is free from the botheration of occasional the 4-ps are directed at the target market. selling. by a water-cooler. the customer derives satisfaction with his Product is anything that is offered to the consumer decision to purchase. company can provide superior customer value at a (e) Service profit. the consumer. IJSRM volume 2 issue 8 August 2014 [www. checkups or risk. Check. They provide. product purchased. It the value of the product or the service.ups and. Free services are segments require different marketing strategies provided over a certain period of time. First of Price is the amount of money one must pay to all. This leads to the important role in reaching the goods to the evaluation of alternatives and a cost benefit- consumer. the towards the company’s products. while buying a car. time. These Strategies are formulated to provide superior services give an advantage to the customer and he customer value. Various means target customer group known as the target of promotion are advertising. For has to be kept in mind that different target instance. The risk is considerably reduced (a) Product and. and analysis is made to decide which product and possession utilities. These auxiliary services are provided at a cost with money. with the change in the environmental are free and maintenance is also covered on the conditions the market mix has to be adjusted charge of an adequate amount along with the accordingly. wholesalers.ijsrm.g. kind. agents or by atmosphere can be provided. the decision is made to solve a problem of any obtain the right to use the product.After all the above preliminary work is done. by an air- direct Distribution outlets play an conditioner or. personal selling. keeping in mind how the sales promotion and publicity. Thereafter Others can be marketed directly by the company the purchase is made and the product is used by to the actual consumer. These provide (iii)Marketing Strategy value to the product or the customer. The segment which can best be served with Service refers to auxiliary service that enhances the company’s capabilities at a profit is chosen. information The goods can be distributed by many channels. search is carried out. This may be the problem of creating a cool (c) Distribution (Place) atmosphere in your home. In this process. It also studies (i) Psychology is the study of the individual. and personality and learning and cultures. by a large number of companies in the developed family and social class of consumer countries. their actions enormously. human beings in society. behavior. they are operating alone. It is in fact a opinion leaders influence individuals subset of human behavior and it is often difficult in their consumption behavior. cultural anthropology and economics. and understanding of related personality needs get maximum characteristics influence product choices. theories. from their parents and grandparents. All these factors are critical to an consumer (v) Economics: An important aspect of the behavior and help us to comprehend study of economics is the study of how consumption of consumers spend their funds.Vibhuti. The The marketing concept was accepted and adopted influences of group memberships. has become a full-blown discipline of are sometimes quite different from the its own and is used in the study of most actions of those very individuals when programmes of marketing study.It also studies how those whose Consumer behavior was a relatively new field of opinions they respect such as peers. consumers of different nationalities attitudes. that Dr. values borrowed heavily from concepts developed in and customs that individuals inherit other disciplines of study such as psychology. sociology.in] consumers were highly complex as Page 1176 . (ii) Sociology is the study of groups. their families and a history or research of its own. It explores The has the development of core beliefs. it has grown individuals form groups. to draw a distinct line between consumer-related (iv) Cultural anthropology is the study of behavior and other aspects of human behavior.ijsrm. marketers learnt how an individual operates in a group. Companies had to engage in extensive (iii)Social psychology is a combination of marketing research to identify unsatisfied sociology and psychology and studies consumer needs. study during the second half of the 1960s without reference groups. IJSRM volume 2 issue 8 August 2014 [www. how they individuals. perception. sub-cultures and helps compare which includes motivation. When Despite the fact that consumer behavior as a field of study is relatively of recent origin. which influence their purchase and discipline of consumer social behavior psychology. their actions and responses evaluate alternatives and how they to different promotional messages and make decisions to products and the way their experiences satisfaction from their purchases. consumption behavior. particularly the United States and this behavior are important for the study of provided an impetus to study the consumer consumer behavior. quite apart from their survival market opportunities often helps in needs.60 or more and would Consumer behavior principles are applied in many rather prefer a low-priced sachet areas of marketing as discussed below: containing enough quantity for one or (i) Analyzing market opportunity: two washes. and accessories etc. and develop suitable marketing strategies that learning how they behave and how would satisfy consumer needs. the size. too. income levels determine the right mix of product and emerging influences. consumer behavior study is very The trend towards increasing number helpful in finding answers to many of dual income households and greater perplexing questions. decisions regarding the product concern mixer grinder. which became a good seller. vacuum needs of wants. the in the marketplace. emphasis on convenience and leisure have led to emerging needs for Product: The marketer designs the product or service that would satisfy household gadgets such as washing unfulfilled machine. In this manner market products or services particularly suited segmentation and marketing concept paved the to their wants and needs. Here reveal unsatisfied needs and wants. distribution and promotion. shape and features.Nestle first introduced Maggi noodles in masala and capsicum Dr.individuals and had very different psychological (ii) Selecting target market: A review of and social needs. This finding led Consumer behavior study helps in companies to introduce the shampoo identifying the unfulfilled needs and sachet. They realized that to design products and needs. existing and potential shampoo users IX: Applications of Consumer Behaviour did not want to buy shampoo packs in Marketing priced at Rs.ijsrm. This requires (iii)Marketing mix decisions : examining the trends and conditions unsatisfied needs operating identified. Further cleaner and childcare centers etc. For example.Vibhuti. wants of consumers.in] Page 1177 . IJSRM volume 2 issue 8 August 2014 [www. The marketer Mosquito also repellents have been has to decide about packaging marketed in response to a genuine and important aspects of service. This may price. they had to first they make purchase decisions enables study consumers and the consumption related the marketer to design and market behavior in depth. way for the application of consumer behavior consumer studies revealed that many principles to marketing strategy. and Once wants marketer has are to consumers’ lifestyles. They also discovered that needs and identifying distinct consumer segments priorities of different consumer segments differed with very distinct and unique wants significantly. warranties unfulfilled consumer need. Identifying these groups. decide what price to charge for the product Consumer products get the maximum share of or service. These decisions will influence advertising. the marketer must ones? Should the marketer use only the understand the way the company’s product is existing outlets. Sambar.Vibhuti. about this product and most was not The marketer has to decide which method willing to buy it. drugs. For example. with discounts? Do consumers perceive Should the products be sold through all the lower price indicative of poor quality? retail outlets of only through selected To answer such questions. what selling. personal selling. few stores knew anything promotion. Subsequently. Insurance companies use both advertising higher. Under alone or should it be combined with sales these circumstances. It is only through created? Is the location of retail outlets consumer behavior study in actual buying important from consumers’ point of view? situations that the marketer can hope to find Should the company think of direct answers to these important issues. Consumer awareness would be most suitable to effectively reach about the product was also low and no the consumers. flavours. IJSRM volume 2 issue 8 August 2014 [www.up visits. Dal Atta Noodles. with salespeople calling directly when Eureka on the consumer at her/his home.ijsrm. the company introduced garlic. little or no advertising. the importance of price brands. Should it be advertising retail shops carried the product. which also sell competing perceived by consumers. The more important promotion methods Forbes introduced its vacuum cleaners are advertising. or lower price in comparison to and personal selling. These Dr. the flow of revenue to the company. Marketers must and the salespeople make follow. Brochures containing Price : The second important component technical specifications are often posted to clients of marketing mix is price. research. their media preferences. their location. etc. keeping in view media do they have access to and what are the consumer preferences in some regions. publicity and direct marketing. where and stimulate sales? Should there be any price how to offer products and services for sale. exclusively uses personal selling for prescription Should the marketer charge the same. etc. or should new exclusive outlets as a purchase decision variable and how different selling only the marketer’s brands are price levels would affect sales. there is very Mixed Vegetables. sales many years ago. the company decided promotion? The company has to know the to sell the product only through personal target consumers. competition? sensitive and Is the consumer would a price The pharmaceutical industry Distribution: The next decision relates to lower price the distribution channel. marketing? The answers to these questions Promotion: Promotion is concerned with are furnished by consumer behavior marketing communications to consumers.in] Page 1178 . that is. In most cases of industrial products. The basis of decision making was measured on 3 point likert scale as Most Important. Regarding frequency of buying. 4. a) In respect of Chocolate Bar.in] Page 1179 . 3.on purchase of Chocolate Bars. content was considered to be the next important Retail outlets would not have been suitable factor.100/.ijsrm. Ingredients Brand and Influence by Media. Fat convince prospects about its usefulness. Bath Soap and X: FINDINGS Subsequent to the objective analysis of the data Shampoo people prefer Super Markets due to collected we would like to summarise the wider choice. while Taste and behavior and yielded good results. Regarding Monthly expenses on select FMCG the list and Chocolate Bar is the last in the list. for this sales approach. for and also try to motivate people to support these buying chocolate Bar & Milk. UNISEF (greeting cards). Availability. crime against the most important factor while Quality and women. Bath Soap & Rs. Quantity. safe driving. Taste was considered to be the most important factor while Availability & Media Influence as consider as next important factor. CRY etc. and Attractiveness of on Milk is maximum while Edible oil is next in the Packages. Regarding purchase preference of the respondents understanding to sell their services and products in respect of the selected FMCG products. environmental concerns and Ingredients was considered to be the next others. 100/- For analyzing the buying decisions of the to Rs. Milk. Packing were next important factors. It was found that cash discount.for-profit important factor. 1.e. free gifts.200/. Red Cross and important factors. gift vouchers and Dr. This strategy was c) In case of Edible Oil. Quality was considered to be the and demonstrate the vacuum cleaner and most important factor and Ingredients i.Vibhuti. Regarding sale promotional tools influencing the buying decisions of the respondents. products.800/-. Findings of the study and state as under. on shampoo it is Rs. while items like Edible oil. Hence it is seen the customers spending Availability. governmental and important factors.300/-. Shops while for Edible Oil. Rs. IJSRM volume 2 issue 8 August 2014 [www.200/. we had used nine Factors like Price.to Rs. awareness about AIDS . on Edible Oil it is viz. Brand was considered to be planning. on respondents in respect of select FMCG products Milk it is Rs.salespeople had enough time to explain b) In case of Milk. Taste. Important & Not Important. Brand and Consumer behavior studies are useful to design Media Influence were considered to be most marketing strategies by social. while Ingredients was next not. 5. organizations to make their programmes more effective such as family e) In case of Shampoo. maximum respondents spend Rs. Edible oil. Bath soap and Shampoo is purchased on weekly or monthly basis.to Shampoo.200/-. make use of consumer behavior 2. (iv)Use in Social and Non-profits Marketing: d) In case of Bath Soap. people buy Chocolate bar and Milk on daily basis. Quality. people prefer Small institutions. chocolate Bar.500/. Quality was considered to based on understanding of consumer be the most important factor.to Rs. different in the future. supply Vol. in India: It’s Impacts on Distribution and Finally to conclude we can say almost every Procurement FMCG company has been riding the waves of Consumption Pattern”.hampers were highly influential tools. “Development of Modern Retailing comfort of their own homes. and personology of the consumer “.pp. build and maintain relationships with Evolution in India”.(2002).Kotler. for the most part. the digital revolution of the marketplace India.(2001). Together with this. and tackle number of urban issues for the industry Television was found to be highly influencing to truly reach its potential. “Food Retail Chain and services. 457-471.ijsrm. 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