International Journal for Multidisciplinary Research (IJFMR)

E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

A Study on Analysis of Consumer FMCG

Product Purchasing Patterns
Dr. V. Sivasubramanian

MBA, M.Phil, Phd, Assistant Professor, Departmentof Business Administration, Latha Mathavan Arts
And Science College, Madurai India.,

ABSTRACT
People use fast-moving consumer goods (FMCG) in their daily life. Giving people advantages on a
personal level is its value. As the aforementioned data makes clear, FMCG firms are well-positioned to
provide consumers with high-quality, easily accessible services. The study's goal is to investigate how
consumers behave when they purchase FMCG goods. The findings clearly show that there was no
statistically significant correlation between the purchasing behavior of FMCG products and age, gender,
education level occupation.

Keywords: Brand, FMCG items, quality, and healthful products; behavior

INTRODUCTION
Since there are so many close substitutes available, consumers have become extremely competitive, and
firms must fight hard to keep them loyal. Companies find it difficult to retain brand loyalty from their
customers over time. Businesses now place a great deal of importance on research on consumer
behaviour about their products. The idea that a variety of factors, including cultural, political, medical,
psychological, and psychological aspects, affect consumer purchasing behaviour is nothing new. The
client lays out a number of brand beliefs regarding each company's position. After that, choices between
the chosen brands can be established. Concise analyses of the data were conducted to determine the
elements influencing consumer preference in order to transform the data into a format that could be
understood and used for factor analysis. The study's conclusions indicate that six factors—product value,
currency, trendy appeal, non-price advertising, trust, and consumer or association of companie help to
clarify what consumers anticipate from a particular brand. Advertisers product and the variables that
subsequent purchases may affect. Customer experience is also intended to be measured by the concept of
measuring customer satisfaction. This study looks at and evaluates the many factors that affect
consumers' buying intentions and explains the relationship between those factors and purchasing
intentions. The study demonstrates that when determining the quality of a product, consumers are
concerned about the nation and location in which it is made and take these variables into consideration.
Customer expectations and views of the nation both have an impact on the goal. Concerns may arise
from the political, cultural, and economic structures in the area. The behaviour of consumers is
influenced by numerous factors. There are numerous variables at play. Investigate and approaches have
demonstrated that, , The country of Building consumer loyalty through colour, look, and freshness is
important for dealersOne of the external indications that undoubtedly has a significant influence on the
explicit purchasing process is the country of origin.For dealers, retaining customers through colour,

IJFMR240633786 Volume 6, Issue 6, November-December 2024 1

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

appearance, and freshness is crucial. India's FMCG industry is witnessing a prosperous product's
explosive growth. In addition to the FMCG products they sell, their terms of service, and their
reasonable pricing, marketers need to watch how customers respond to their own brand. Exactly how
consumers buy FMCG products is one of the key issues.

OBJECTIVES
The study's goal is to investigate how consumers behave when they purchase FMCG goods. It looks into
the relationship between purchasing patterns for FMCG products and demographic factors.

REVIEW OF LITERATURE
According to Maheswari (2015), he was attempting to examine how Sirkali Town, Tamil Nadu,
residents behaved when it came to HUL toilet soap. There are four price categories for the soap: carbon
soap, common, cost-effective, and premium.
Negative Ahuja (2015) outlines how a brand affects a customer's degree of satisfaction and purchase
behaviour. In the clothing market, a brand's status symbolism conveys information about its quality,
size, social standing, economic bracket, and other attributes. The author comes to the conclusion that if
consumers have a positive perception of a brand and are satisfied with it, they won't switch to another
one unless a better option becomes available.

METHODOLOGY
Since a descriptive study was the most effective way to conduct the research, the researcher decided to
employ a survey research design for this investigation. The clients that purchase FMCG products in
MADURAI are the study's target population. A non-probability sampling technique was employed in the
investigation. Due to time constraints and a lack of knowledge about the entire universe, convenience
sampling was utilised to pick responders. The research encompasses a sample size of 100 participants.

ANALYSIS
The Chi-square test is employed to assess the correlation between demographic factors and consumer
purchasing behaviour. The elements of buying behaviour The analysis compared the variables of age,
gender, education, and occupation with aspects such as brand ambassador, brand perception, healthiness,
quality, and pricing The following table displays the analysis's complete description.

Factors Chi-square Sig

Age Value
Brand Brand Healthy Good Price
Ambassador Quality
Below 20 5 8 2 9 5
Years (17.2%) (27.6%) (6.9%) (31.0%) (17.2%)
21 – 30 3 4 7 3 2
Years (15.8%) (21.1%) (36.8%) (15.8%) (10.5%) 13.115 0.361
31- 40 5 3 6 7 6
Years (18.5%) (11.1%) (22.2%) (25.9%) (22.2%)
Above 41 9 7 4 10 3

IJFMR240633786 Volume 6, Issue 6, November-December 2024 2

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Years (27.3%) (21.2%) (12.1%) (30.3%) (9.1%)

H0: There exists no relationship between the ages of respondents and their purchasing behaviors
regarding fast-moving consumer goods (FMCG).
H1: The age of respondents and their purchasing habits for FMCG products are related.
According to the data, 31% of consumers under the age of 20 believe that quality is more important than
brand, with 27.6% following suit. Brands and healthy products were more closely linked to consumers
between the ages of 21 and 30 (36.8% and 21.1%, respectively). Quality (25.9%), health (22.2%) and
pricing (22.2%) showed the strongest correlations with customers in the 31–40 year age range.
Customers over 41 were more inclined to identify brand ambassadors (27.3%) and high-quality items
(30.3%) with each other. Factors related to age and purchasing habits had secured the chi-square.

Factors Chi- Sig

square
Gender Value
Brand Brand Healthy Good Price
Ambassador Quality
Male 8 10 9 17 6 3.158 0.532
(16.0%) (20.0%) (18.0%) (34.0%) (12.0%)
Female 14 12 10 12 10
(24.1%) (20.7%) (17.2%) (20.7%) (17.2%)

H0: There is no correlation between respondents' gender and their purchasing habits for FMCG goods.
H1: Respondents' gender and their purchasing habits for FMCG products are related.
The data indicates that male participants placed a higher value on quality (34%), as opposed to brand
(20%). Conversely, female respondents were more likely to be linked with quality (20.7%) and brand
ambassador (24.1%). The correlation between gender and product purchasing behaviour was found to be
0.532 with a chi-square value of 3.158. There was a significance level over 0.05. As a result, the study
came to the conclusion that the hypothesis was not supported, statistically

Chi- Sig
Education Factors square
qualification value
Brand Brand Healthy Good Price
Ambassador Quality
Under 4 5 3 4 2
Graduates (22.2%) (27.8%) (16.7%) (22.2%) (11.1%)
Graduates 5 7 2 7 6 10.066 0.610
(18.5%) (25.9%) (7.4%) (25.9%) (22.2%)
Post 2 4 7 8 4
Graduates (8.0%) (16.0%) (28.0%) (32.0%) (16.0%)
Professional 11 6 7 10 4

IJFMR240633786 Volume 6, Issue 6, November-December 2024 3

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Qualification (28.9%) (15.8%) (18.4%) (26.3%) (10.5%)

H0: There is no correlation between respondents' level of education and their purchasing habits for
FMCG goods.
H1: Respondents' educational attainment and their purchasing habits for fast-moving consumer goods
are related.
The data table showed that quality (22.2%), brand ambassador (2.2%), and brand (27.8%) were
important to undergraduates. Graduates showed higher propensities for price (22.2%), brand (25.9%),
and quality (25.9%). Postgraduates placed a premium on healthy items (28%) and quality (32%). Brand
ambassadors were valued by professional qualified responders at 28.9% and high-quality products at
26.3%. Next, the value of the chi-square for Purchase behaviour and educational attainment were
10.066, with a significance of 0.610 (P>0.05). Consequently, the null hypothesis was disproved,
demonstrating that respondents' educational attainment

Determine whether buying habits for FMCG products are related to one's work.
Factors Chi- Sig
Square
Occupation Value
Brand Brand Healthy Good Price
Ambassador Quality
Business 7 5 5 8 7
(21.9%) (15.6%) (15.6%) (25.0%) (21.9%)
Employee 4 4 7 8 3 11.351 0.499
(15.4%) (15.4%) (26.9%) (30.8%) (11.5%)
Students 4 6 2 9 5
(15.4%) (23.1%) (7.7%) (34.6%) (19.2%)
Home 7 7 5 4 1
Maker (29.2%) (29.2%) (20.8%) (16.7%) (4.2%)

H0: There exists no relationship between the occupations of respondents and their purchasing behaviors
regarding fast-moving consumer goods
H1: The occupation of respondents and their purchasing habits for FMCG products are related.
Businesspeople prioritised quality (25%), price (21.9%), and brand ambassador (21.9%), as the table
illustrates. Workers prioritised healthy products (26.9%) and high-quality products (30.8%). Pupils were
more likely to favour brands (23.1%) and high-quality products (34.6%). Homemakers valued brands
(29.2%) and brand ambassadors (29.2%). The buying behaviour and occupation chi-square values were
11.351 and 0.499, respectively, with a significance level above 0.05. As a result, it was determined

FINDINGS
According to the analysis, respondents who were between the ages of 21 and 30 placed a greater value
on healthy items. Male respondents with postgraduate degrees are crucial to the production of high-
quality goods. Chi-square values revealed that there was no statistically significant correlation between
the purchasing behaviour of FMCG products and demographic characteristics such as age, gender,

IJFMR240633786 Volume 6, Issue 6, November-December 2024 4

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

education level, and occupation.

CONCLUSION
People use fast-moving consumer goods (FMCG) in their daily life. Giving people advantages on a
personal level is its value. As the aforementioned data makes clear, FMCG firms are well-positioned to
provide consumers with high-quality, easily accessible services. The study's goal is to investigate how
consumers behave when they purchase FMCG goods. Through a descriptive research, the behaviour of
customers is evaluated. Samples are consumers of fast-moving consumer goods. Convenience sampling
is employed alongside a non-probability sampling approach to identify the sample.. Age, gender, level of
education, and occupation did not statistically correlate with the purchasing behaviour of FMCG
products

REFERENCES
1. N. Ahuja (2015). A study on how branding affects consumer purchasing behaviour in the context of
the fashion industry. 3(2), 32–37, International Journal of Research in the Humanities and Social
Sciences.
2. Hemanth, K. P., and V. K. Shruthi (2013). A theoretical framework for understanding the factors that
influence consumer purchasing behaviour in rural India. Exclusive Management Science Journal,
2(3).
3. Joseph, J., and Kumar, N. A. (2014). A study of Ernakulam's rural-suburban households' purchasing
habits with regard to FMCG products. Global Economics Journal, 1–10.
4. Vikkraman, P. And Kumaravel, K. (2013). A study on how consumers behave when purchasing
FMCG goods, with a focus on personal hygiene items. Journal of Life Science, 10(2), 1524-1530
5. Kundu (2013), S. S. An analysis of consumers' perceptions of fast-moving consumer goods in rural
markets. 2321-37441 in International Journal of Techno-Management Research, 1(2).

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