The consumer behavior plays an important role in marketing. This influenced by various factors.
In the changing global scenario we find that consumers needs and wants to buy a product also changes with it. In this study titled “A Study on Consumer Behavior towards Selected Fast Moving Consumer Goods in urban areas” the researcher has assessed the socio-economic profile, shopping pattern consumer and found out the factors influencing the consumer to purchase the selected FMC products. The primary data required for the study for collected through questionnaire which was strutted to 100 samples chosen from Avalanched city .The tools used for analysis are percentage analysis, Tabular presentation and Graphical representation.
From this study it was found that most of the consumers are influenced by brand and quality in purchase of FMC products. There by the researcher has suggested to improve the quality in FMC product through product development and external monitoring. There are certain functions of the brand which have a strong influence on the purchase intention of the customer’s i. E.
Brand image, product quail¶y’, reduce knowledge, product involvement, product attributes and brand loyalty.This study will serve the field of marketing as additional empirical evidence in the knowledge base of marketing practitioners and academicians regarding the variables of interest of this study. It may also elevate the awareness of the concept of “brand” in a market where there is an abundant 1 | Page availability of unbranded FMC products. Moreover, the current study undertakes customer driven approach. Fast Moving Consumer Goods (FMC) goods are popularly named as consumer packaged goods.
Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals.The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return. The Indian FMC sector is the fourth largest sector in the economy.