This study examines consumer buying behavior towards Fast Moving Consumer Goods (FMCG) in relation to supply chain management, highlighting the factors that influence purchasing decisions. Data was collected through questionnaires from urban consumers in Bangalore, revealing that aspects such as branding, offers, and product quality significantly affect consumer choices. The findings suggest that understanding these behaviors is crucial for suppliers to adapt to changing consumer needs and maintain market presence.
This study examines consumer buying behavior towards Fast Moving Consumer Goods (FMCG) in relation to supply chain management, highlighting the factors that influence purchasing decisions. Data was collected through questionnaires from urban consumers in Bangalore, revealing that aspects such as branding, offers, and product quality significantly affect consumer choices. The findings suggest that understanding these behaviors is crucial for suppliers to adapt to changing consumer needs and maintain market presence.
This study examines consumer buying behavior towards Fast Moving Consumer Goods (FMCG) in relation to supply chain management, highlighting the factors that influence purchasing decisions. Data was collected through questionnaires from urban consumers in Bangalore, revealing that aspects such as branding, offers, and product quality significantly affect consumer choices. The findings suggest that understanding these behaviors is crucial for suppliers to adapt to changing consumer needs and maintain market presence.
This study examines consumer buying behavior towards Fast Moving Consumer Goods (FMCG) in relation to supply chain management, highlighting the factors that influence purchasing decisions. Data was collected through questionnaires from urban consumers in Bangalore, revealing that aspects such as branding, offers, and product quality significantly affect consumer choices. The findings suggest that understanding these behaviors is crucial for suppliers to adapt to changing consumer needs and maintain market presence.
ON FMCG WITH REFERENCE TO SUPPLY CHAIN MANAGEMENT. #Dr. Lakshman K, Associate Professor & HOD, Jain University-CMS, Bangalore
*Dr. G S Raghavendra, Associate Professor & HOD, Jain University-CMS, Bangalore
#Aakash Thapa, Student, Bachelor’s in Business Administration, Jain University-CMS, Bangalore
*Anika Rana Magar, Student, Bachelor’s in Business Administration, Jain University-CMS, Bangalore
#Arpita Panigrahi, Student, Bachelor’s in Business Administration, Jain University-CMS, Bangalore
*Gautam Balaya, Student, Bachelor’s in Business Administration, Jain University-CMS, Bangalore
# Maringanti Vishnu Acharya, Student, Bachelor’s in Business Administration, Jain University-CMS, Bangalore
Abstract The consumer behavior plays an important role in marketing of fast-moving consumer goods. This behavior is affected by various factors. In the present era of globalization needs and wants of consumers changes with time. The fast-moving consumer goods (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 motive of this paper is to identify the factors affecting consumer buying behavior towards FMCG products 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 reveals that consumer behavior is largely affected by place, product, price, promotion, physiological and psychological factors. However, effect of these factors also differs from product to product.
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer-packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return. The Fast Moving Consumer Goods Industry includes food and non-food everyday consumer products. They are usually purchased as an outcome of small-scale consumer decision so they are heavily supported (advertising, promotion) by the manufacturers. Typical purchasing of these goods occurs at grocery stores, supermarkets, hypermarkets etc. The manufacturers are always exploring new outlets and sales locations while the traditional retailers have introduced private label brands to capture additional profit. Every one of us uses fast moving consumer products every day. This business is based on building powerful brands and achieving a high level of distribution. Global power brands are the choice of multinational companies. Local brands can complement these. Achieving superior distribution thorough a powerful supply chain and making sure the products are available wherever someone might want or need it. The FMCG Supply Chain is the interrelated collection of processes and associated resources It includes suppliers, manufacturers, logistics service providers, warehouses, distributors, wholesalers and all other entities that lead up to delivery to the final customer. Followed in the market through sales force activity it can help gain a high level of distribution. Market Research, consumer research, segmentation and product positioning are the compulsory homework of any company in this industry. Advertising and promotions, POS activities drive brand awareness, trial, purchase and is a core activity. While TV advertising is most common new solutions are also used including internet advertisements. High budgets, creativity and detailed planning are needed. FMCG products are relatively small, they generally sell in large quantities, so the cumulative profits on such products can be large. Review of literature Ankit Katiyar, and Nikha Katiyar(2014) “An Empirical Study of Indian Consumer Buying Behavior of FMCG Products (With Special Reference Of Bathing Soap)”, bathing soap are fast moving consumer goods that have seen a surge in their sales in the past few decades in India more and more people are opening up to the idea of experimenting and trying out newer bath soap. This study is attempted to cover the various factors that influence the buying decision of consumers who plan to purchase and or used bath soap. FMCG sector is the fourth largest sector in India touching everybody life’s in every day. Chitra. R (2014) “An empirical study on Customers Purchase Intention towards Branded Apparels”, this paper aims to study factors affecting customers‟ purchase intention towards branded apparel. Purchase intention is explained in terms of general consumer variables (normative influence, consumer confidence) and brand specific variables (perceived quality, emotional value). Nasrudeen .R and Mohamed, (2014) “Level of Consumption of Fast Moving Consumer Goods by Rural Consumers – An Analytical Study”, ever since independence of India, because of some obvious reasons, marketing acquired a largely urban bias. It was the green revolution in the seventies which provided a much- needed boost to agriculture-based rural economy in the country. Subsequently, many firms started showing interest in the rural markets and extend their penetration to reach smaller village and towns. Further, now-a-days rural consumers are behaving like urban consumers towards the urban lifestyle, fashion, taste, preferences, etc. Rajasekaran, B and Saravanan, P. A. (2014) highlighted, “Consumer Satisfaction on Fast Moving Consumer Goods”. The study throws on the attitudes, values, beliefs and perception of the consumers with regards to the consumption of fast-moving consumer goods. To study the brand preference of fast-moving consumer goods, the preference and opinion of consumer towards popular brands have been taken into consideration. Shanmugapriya .G and Sethuraman .R, (2014) “Consumers‟ Satisfaction towards Hamam Soap in Thanjavur Town”, the marketing scenario in India has undergone vast change since 1991 due to the economic reforms. Post- liberalization, competition intensified in every product line and market, which forced brands to redefine their norms of existence in all industries. In the FMCG industry, especially in toilet soap sector there has been severe
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competition among the MNCs, national and local players. Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements. Sonia and Garima Dalal (2014) “To Study the Satisfaction Level of Customers towards the Brand of Consumer’s Goods - A Study Carried out on Rural Masses”, The Indian Fast Moving Consumer Goods (FMCG) industry began to shape during the last fifty odd years. The FMCG sector is a corner stone of the Indian economy. This sector touches every aspect of human life. Indian FMCG market has been divided for a long time between the organized sector and the unorganized sector. Objectives of the study 1. To understand the concept of FMCG products. 2. To know and understand the scope of marketing FMCG products in India. 3. To identify the factors affecting consumer buying behavior and consumer decision making process. 4. To conclude and suggest strategies for effective marketing of FMCG products. Fast Moving Consumer Goods Consumer goods are products purchased for consumption by the average consumer. They are divided into three different categories: durable goods, nondurable goods, and services. Durable goods have a shelf life of three years or more while nondurable goods have a shelf life of less than one year. Fast-moving consumer goods are the largest segment of consumer goods. They fall into the nondurable category, as they are consumed immediately and have a short shelf life. Nearly everyone in the world uses fast-moving consumer goods (FMCG) every day. They are the small-scale consumer purchases we make at the produce stand, grocery store, supermarket, and warehouse outlet. Examples include milk, gum, fruit and vegetables, toilet paper, soda, beer, and over-the-counter drugs like aspirin. FMCGs can be divided into several different categories, including:
Processed foods: Cheese products, cereals, and boxed pasta
Prepared meals: Ready-to-eat meals Beverages: Bottled water, energy drinks, and juices Baked goods: Cookies, croissants, and bagels Fresh foods, frozen foods, and dry goods: Fruits, vegetables, frozen peas and carrots, and raisins and nuts Medicines: Aspirin, pain relievers, and other medication that can be purchased without a prescription Cleaning products: baking soda, oven cleaner, and window and glass cleaner Cosmetics and toiletries: Hair care products, concealers, toothpaste, and soap Office supplies: Pens, pencils, and markers
Methodology
This study is based on descriptive research. Data collected from both primary & secondary sources where primary data is collected through self-administered questionnaire among 50 consumers in the urban Bangalore and secondary data is collected from various texts, journals & websites. Stratified random sampling has been adopted to collect the data through questionnaire. The present study targets Mysore city consumers, understanding their behavior helps to identify the taste and preferences, influence of brand in their purchase decision etc.
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have to conduct a similar survey with fixed interval of time in order to know the changing needs of the consumers so that the suppliers can sustain in the market. Moreover, some technologies enable consumer to find more information about products and services, including prices, more easily, efficiently, and, for the most part, from the comfort of their own homes.
