FMCG PRODUCTS

Submitted By:Group 5Shruti GuptaKaruna MiglaniParshant GuptaAnurag NairPardeep JindalRinky Sachdeva

PRE-PURCHASE CONSUMER BEHAVIOUR

ROLE OF DEMOGRAPHIC VARIABLESDemographic variables influence the consumer decision making process for low involvement products.

Age

• Younger customers are more interested in preferring new products and seek greater information before purchasing.• With Growing age people gather more experiences and knowledge which makes them reluctant to switch. I.e. they are more

brand loyal

Gender• Female play the role of purchasing agents and engage in larger responsibility in the purchasing decisions

Income level

• Higher income groups generally have higher purchase involvement and resources to experiment with new brands• Lower income groups gather less info in purchasing decision

Occupation

• Working people see purchasing less associated with their role in the family and thus are less involved as compared to non-working like housewives

Attractive packaging & Stylish design:The packaging of product plays a critical role in

attracting customers. Product which is packaged attractively and has stylish design attracts more eyeballs and make consumers buy that product.

Schemes:Various kinds of schemes and offers available with products like, ‘buy one get one free’, also influence

the customers in buying a particular product.

Composition:People prefer products keeping in mind the composition and ingredients of product. For instance: If a consumer prefers a particular

ingredient he tends to make his buying decision accordingly.

Seasonal availability of popular brandsThis factor combines seasonal change, availability

and product’s popularity. Consumers prefer buying popular brands and change their preferences with

seasons. Availability is also an important factor.

FMCG Products

ROLE OF SECONDARY FACTORS THAT INFLUENCE CONSUMER BEHAVIOR

CONSUMER DISSATISFACTION DURING PRE PURCHASE

Factors explaining the

consumer dissatisfaction

during pre purchase

Lack of information

regarding the products

Difficulty in judging the

value of optional

product features Difficulty evaluating the performance qualities of

various brands

• Consumers seek to depict themselves their brand choices-they tend to approach products with images that could enhance their self-concept and avoid those products that do not

• Cosmetics offer consumers the opportunity to modify their appearance and thereby to alter their selves

Self-images and

Product-images

RELATIONSHIP BETWEEN PERSONALITY AND COSMETICS CONSUMER BEHAVIOR

Consumers are of the opinion that usage of

cosmetics reflects their personality

They feel that they will be more appreciated in their group when they

use cosmetics

As per consumers, cosmetics reflect their

self- image

As cosmetics are personality altering products, it is basics for companies to understand the formation of personality and alteration of personality amongst consumers

RELATION BETWEEN PACKAGING AND CONSUMER BEHAVIOR

Packaging is a important element for studying pre purchase consumer behavior

Properly Delivered Information on packaging generated strong impact on consumer

Attractive packing generates consumer attention by breaking through the competitive disorder

People of different gender and income perceives packaging in different ways.

ADVERTISEMENTS ROLE ON PRE-PURCHASE BUYING BEHAVIOUR AMONG CUSTOMERS

Directional advertising is designed to help potential buyers to locate interesting information. Advertising placed in a more credible medium such as a newspaper are perceived as more

informative, reliable, and believable while advertising placed in a less credible medium like TV is considered to be less informative during the pre-purchase

Advertisement increases the sales &

brand image

Advertisement gives product information &

exploits public and women flock

Consumers opinion in rural & urban have the

same opinion or attitude towards

advertisements on pre purchase except price

hike