Factors Influencing Buyer Behavior in FMCG - An Indian Perspective

Marketing of any product depends on how consumers behave whenever they have an explicit or implicit need for any product or service. Consumers make numerous decisions everyday; sometimes even when they are not consciously aware of how and why they have made a choice. Every market segment for each product has its own purchase motivation. Price may be the important element when the product differences are viewed by that particular segment as being of little consequence. For others brand can be an important motive because they fear the risk involved in buying the untried item. For a great many products the point of distribution may be the most important deciding element. Quite often the final determinant is that of mere habit. Whatever the purpose, it is important to understand the patronage of purchase motives in relation to a specific market segment.This book is a snapshot about the different influences in buying decision of FMCG in the Indian Perspective.

Autorentext

Smitha est titulaire d'un MBA de l'université Vikram d'Ujjain, d'un M.Phil de l'université Alagappa de Karaikudy et d'un doctorat de l'université Bharathiar de Coimbatore. Elle a travaillé pendant trois ans dans le marketing et pendant 14 ans dans le milieu universitaire. Elle a présenté des communications lors de conférences nationales et internationales, publié des articles dans des revues réputées et édité des ouvrages collectifs.