Consumer Buying Behavior towards Selected FMCG Products in context to Gujarat

Abstract

Consumer behavior plays the most important role in marketing of FMCG .Such a behavior is affected by various factors. In the present era of globalization needs and wants of consumers changes with time. FMCG sector contributes a lot to the growth of India’s GDP.Therefore it is necessary to identify the changes in consumer buying behavior towards FMCG products. The objectives of this paper is to identify the factors affecting consumer buying behavior towards FMCG products in context to Ahmadabad city and finally effecting their decision making process. The data for this study has been collected through questionnaire and findings have been theoretically presented. The paper also reveals that consumer behavior is largely affected by place, product, price, and promotion, physiological and psychological factors. However effect of these factors also differs from product to product. Further research can be held by expanding the area of research and influencing factors on purchase behavior of consumers. Key Words: consumer behavior, FMCG, product, price, promotion, place