Impact of Buying Behaviour Factors on Consumer Satisfaction in Organized Retail Stores With Reference to FMCGs
Shruti Dholi
In present day economic scenario FMCG have a vital role to play. The selection of target will throw light mainly on market segmentation and the assembling of marketing mix (the four P's of marketing) in the right combination. The choice of the appropriate marketing activities and the allocation of the appropriate marketing effort to each one of them are involved in this process. Product strategy is a part of this process and its main purpose is matching the products with market needs and consumers’ purchasing capacity issues. Distribution strategy is another part and its major role is taking the product where it is convenient to consumers. It can be concluded on the basis of above given facts that how importantly marketing is required for FMCG. The study has examined the impact of buying factors on customer satisfaction and through regression, the hypotheses were tested
Article Details
Unique Paper ID: 152748

Publication Volume & Issue: Volume 8, Issue 4

Page(s): 304 - 311
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