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An Exclusive Study on Purchase Behavior of Urban Consumers towards Selected FMCG at Salem District with Special Reference to Food and Beverages

G. Kannan, A. Kouser Banu


Abstract Products which have a quick turnover and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are getting replaced within a short period or a year. Fast Moving Consumer Goods are shortly called as FMCG; it is also known as Consumer-Packaged Goods with a short term namely CPG. Though the clear-cut profit made on FMCG products are generally small and are selling in large numbers along with the accumulated profit on such products can be large. FMCG products generally include food and beverages, personal care products, household care products and fast-moving consumer electronics. The study focused on urban consumers to analyze the purchase behavior of the consumers towards selected FMCG products exclusive with food and beverages. The research has been undertaken to analyze the inducing factor for purchasing the product, the satisfaction level about the usage of the products, to know the opinion of recommending to other consumers, by the help of advertisement, the consumers are well aware of the FMCG companies and their product which creates impact on the purchase behavior of the urban consumers and also the difficulties which are faced by the consumers at the time of purchase. The urban consumers are less when compared to the rural consumers, but the rate of consumption and the level of purchase behavior are higher than the rural consumers because urban consumers are well-aware of the product information and income level. At the same time, they can analyze the position of the existing product prevailing in the market and even they are giving the entry pass for the latest products with their brands. The purchase behaviors of the urban consumers are making the foot pathway of the purchase behavior of the rural consumers. FMCG sector is passing very fast in the consumable markets due to mass production and consumption of the food products. The present trend of FMCG market is highly competitive to face the challenges through quality food products with brand loyalty. The FMCG companies are the major drive force to enhance the consumers. The future of FMCG market is very strong, because of various motivational and promotional tools and techniques adopted by the FMCG companies to maintain their market. Nowadays every FMCG companies need to meet their valuable consumers through health hazards food products from different varieties. Finally, consumers encourage and satisfied with their suitable products.

Keywords: Fast Moving Consumer Goods (FMCG), Consumer Packaged Goods (CPG), urban consumers, food and beverages, purchase behavior.

Cite this Article: G. Kannan, A. Kouser Banu. An Exclusive Study on Purchase Behavior of Urban Consumers towards Selected FMCG at Salem District with Special Reference to Food and Beverages. E-Commerce for Future & Trends. 2019; 6(3): 40–47p.

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