A STUDY ON CONSUMER BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
Author(s):
Dr.S.SUGUNA, Dr.P.DHANYA
Keywords:
Consumer Purchasing behaviour, Toothpaste, Bathing Soap Purchasing, Preference, Consumption Pattern, Satisfaction of FMCG.
Abstract
In the present day it is very much momentous to know the attitude of consumers and their intentions while selecting a product, especially FMCG products. Researches on purchasing behaviour will surely help out the companies to know more about the consumer’s behaviour while choosing a product, so that they can spend their marketing efforts in an effective way. From the preceding researches it is obvious that toothpaste, bathing soap is among the highest penetrated category within the FMCG sector. The present study tries to calculate the factors behind the consumer’s behavior towards bathing soaps with special reference to Coimbatore District in Tamil Nadu. The study made use of primary and secondary data. Data was collected from Coimbatore city of Tamil Nadu from four super markets by using judgment sampling method. A sample of 100 respondents through structural questionnaire the collected data was tabulated and analyzed using statistical tools like simple percentage method, Chi-Square Test. The objective of the study is to know the factors, which are influencing brand preference for personal care products.
Article Details
Unique Paper ID: 161193

Publication Volume & Issue: Volume 10, Issue 2

Page(s): 918 - 921
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