Economically Poor Buyer: A Systematic Review of Consumer Behaviour Research Confronting to FMCGs

Abstract

By constituting more than half of the world's population in numbers and by having an annual consumption power of about US$5 trillion, economically poor buyers are a promising demographic segment, especially for fast moving consumer goods (FMCGs). FMCGs fall within the buying capacities of the poor who, in attempts to satiate their basic needs, expend a substantial income, peculiarly more than half of their earnings, on FMCGs. Ironically, their consumer behaviour in this context is still at a very nascent stage. This study provides insights of their purchase pattern for FMCGs by systematically reviewing the pre-existing pertinent consumer behaviour literature. Instead of reinventing the wheel, it also renders directions to future research through identification of potential literature gaps in the existing literature.