Impact of Consumers’ Impulse Buying Behaviour on FMCG Retailing: A Study based on Indian Retail Sector

Abstract

Retailing in India has been one of the oldest occupations, which was initialized as family business, run by different members of the family for generations, engaged in mainly grocery, FMCG or apparel retailing. It was only after liberalization that organized retailing started spreading its wings and currently it is one of the most lucrative businesses contributing significantly to the country’s GDP. It was during the 2008 – 2011 recessionary phase that this industry underwent mild difficulties but since India was not majorly affected as the western world, the retail industry continued its growth trajectory. This study was conducted with the objective of understanding consumers’ responses to specific visual stimuli as presented by retailers from time to time within the store and also to find out the various factors that influence consumers’ monthly requirements of FMCG buying behavior from different organized and unorganized formats of retailing. Primary data was collected from 200 respondents across the city of Kolkata. Regression analysis, to establish relationship between variables and Factor Analysis, to identify various shopping factors were done by means of SPSS 20.