A Study on Consumers and Place of Purchase for Select Fast Moving Consumer Goods

Abstract

Consumer behavior can be defined as the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs (Schiffman and Kanuk, 2004). The beliefs, views, attitudes, mental state, specific needs, characteristics etc. work behind the rostrum as a motivating factor to make any purchase decision. The factors that are responsible for making a purchase decision from a particular store or place or outlet are diverse. Consumers exert his/her buying motives for buying depending on several factors whereby place also plays an important role. Every customer is behaves differently in terms of making purchase decisions. This paper attempts to study the consumer behaviour and place patronage for select FMCG products in Agartala city by looking into the socio-economic profile of the consumers. The study finds that quality attribute plays the primary role while purchasing the FMCG products.