A Study on Consumer Behaviour in Fast Moving Consumer Goods – Descriptive Analysis

The study of consumer behaviour is paramount in marketing &
business as it plays a crucial role in knowing the needs to be met.
Consumer behaviour is the analysis of the decisions made by
consumers on their needs or wants, the act of buying products or
services or organisations. The study aims to discuss in detail
consumer behaviour towards Fast Moving Consumer Goods (FMCG),
the factors that affect the decision making of consumers, the
prevailing trends and suggestions on improvements by marketers in
the market. The study is an analysis of the current picture of the
market in terms of its improvements from the past behaviour of
consumers. This study is a literature review from journals of the past
to the present market circumstances, many online websites, course
materials of online courses, blogs, etc and the validity of this study is measured by the secondary data provided by past researchers. Thestudy is from the consumer perspective on how marketers convinceconsumers are focused. There are multifarious activities behind the scenes of marketing. The study focuses mainly on the psychological factors, personal factors, cultural factors, social factors and economic factors. The study also concentrates on the online and traditional shoppers of consumer goods, the decision-making process, and prevailing challenges for marketers. From the consumer perspective,the convincing factors that affect the purchase decision of consumers are discussed. The technology has advanced in every sector thedifferentdigitaltechnologies involved in the marketing ofconsumer goods are discussed. Every aspect of modern marketing is covered in
this study.