Buying Behaviour and Preferences of Consumers with Reference to Fmcg Goods in North Coastal Andhra Pradesh

Dr.Shaik Shamshuddin, ,Dr T Venkateswarulu,Dr Uv Adinarayana,Dr.Sg Ramarao,Dr I Bangaruraju

doi:10.35940/ijmh.g0715.044820

Abstract

The world has become a village and many MNCs have entered Indian operations as it is an attractive destiny for the burgeoning middle class with its increase in disposable income. This competition opened the new doors and ways to face the challenges encountering from FMCG Markets. There are many studies that analyse the consumer brand loyalty towards FMCG products, consumer buying behaviour and brand loyalty of the fast moving consumer goods in the rural markets, the contribution of FMCG goodsin economy of country, factors influencing demand of FMCG goodsamong people. Also there are studies that analyses the purchase behaviour of the male and female separately towards the FMCG goods. But no study has been done on buying behaviour of consumers in FMCG sector in the North Coastal Districts of Andhra Pradesh. Hence this Research Paper concentrated on North Coastal Andhra Pradesh Consumers and their buying behavior. The study of consumer preferences towards fast moving consumer goods relates to the buying preferences of FMCG products based on product attributes, price, quality etc. Before finalizing on the questionnaire a pilot study was carried out. This was to primarily check on the accuracy of the questions used in the survey. Field survey was carried out. This questionnaire was administered to 150 respondents. This Article is done with help of both sources like primary and secondary data. Article connected with the three districts of North Coastal Andhra Pradesh and consumers were selected both from rural and urban locations in each district

Highlights

Consumers constantly make decisions regarding the choice, purchase, and use of products and services
Products that have quick turnover and relatively low cost are termed as Fast Moving Consumer Goods (FMCG)
Problem Identification: The industry of fast moving consumer goods offers a good number of products at customer and consumer convinience

Summary

INTRODUCTION

Consumers constantly make decisions regarding the choice, purchase, and use of products and services. The decisions are of great importance for the consumers themselves and for marketers and policy makers. Products that have quick turnover and relatively low cost are termed as Fast Moving Consumer Goods (FMCG). Dr.ShaikShamshuddin, Assistant Professor, GITAM Institute of Management, GITAM Deemed to be University. Dr UV adinarayana, Assistant Professor, GITAM Institute of Management, GITAM Deemed to be University. The consumers in rural households preferred unbranded products. Since the price is low FMCG products have recorded considerable growth in the rural areas

Problem Identification

Review of Literature

Objectives of the Study:

MAJOR FINDINGS

Findings

CONCLUSION