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@article{192495,
        author = {Dr.P.Vidya and D.Sathya},
        title = {Demographic Shifts and Market Dynamics: An Empirical Study of the FMCG Sector in Coimbatore City},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {1675-1683},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192495},
        abstract = {This study investigates FMCG purchasing behaviour among consumers in Coimbatore City and the impact of demographic characteristics on their purchasing patterns. A total of 125 respondents participated, and data were gathered using a standardized questionnaire that covered purchase frequency, preferred FMCG categories, brand choice, and factors impacting purchasing decisions. Descriptive statistics were employed to characterize demographic characteristics and overall purchasing behaviour, whereas ANOVA revealed significant differences across customer groups. To investigate correlations between crucial factors, correlation analysis was used while controlling for educational qualifications. Purchase location, product category, income changes, advertisements, and general satisfaction all have a substantial influence on customer behaviour, while characteristics such as age, family size, and online buying have a lesser impact. Brand preferences were found to be significantly associated with income changes and internet shopping influence. Larger families were found to be less pleased with the available FMCG options. The study emphasizes the significance of economic and situational factors above demographic traits in affecting FMCG consumption. The findings allow marketers to modify plans based on consumer preferences, promotional influence, and purchasing channels.},
        keywords = {FMCG Purchasing Behaviour, Demographic Characteristics, Consumer Preferences, Brand Choice, Consumer Segmentation},
        month = {February},
        }