Consumer Behaviour Towards Fmcg

The selected theories and concepts for this research will be used in designing the questions and setting the measures for the questionnaire and the interviews as well. In addition, the theories and behavioral models will be used in analyzing and better understand the data obtained and in setting up the results of the research.

Packaging appearances act as a key element in brand communicators and play a dynamic part in purchase decision (1).

Packaging is a very important marketing strategy. It helps to attract more customers by glamorizing the product 3. Godiva, “the price points were often two to three times the price of Rogers’ chocolates, though these featured exceptionally sleek and modern packaging” 1. Many customers judge a product by its packaging before buying. Packaging is therefore crucial in attracting new customers.

The Case Study titled “ “discusses in detail about the problems that the Company – Luxor Writing Instruments Private Limited has been facing specifically with regard to the customers and retailers which in turn are hampering the sales of the Parker brand of the Company. This study is carried out depending on the various data which are obtained mainly from primary sources (direct interview with retailers) and the secondary sources (the website of the company, books, and print media). To complete my study, I had visited various retailers in the different markets which are located in the Central Delhi area for better understanding of their grievances and to identify the gaps in sales and marketing process.

This study proposes to use a structured self administered survey questionnaire to collect the primary data from the study respondents. A Questionnaire is quantitative tool for data collection. The rationale for using questionnaire is that it is cheaper, flexible and allows for replication of the research procedure thus enhancing validity of research findings. Being a study leaning on positivist paradigm Quantitative methods of data collection will be predominant, however qualitative methods can be used within this paradigm Mertens, (2005)

As stated previously in the research design section of this paper the data collection methods used were by using survey questionnaires, interviews, focus group interviews and observations.

The purpose of this study was to find whether the packaging of food (brand name or generic), alongside how it’s presented, effects food preference. It was hypothesized that presentation and food packaging (brand name or generic) may affect food prefence. 31 UCCS Undergraduate PSY 2110 students were involved in the experiment; 24 were female and 7 were male. Both groups were split into separate rooms where they were administered a cookie first on a fancy napkin and then unknowingly on a bathroom napkin. There was no significant interaction between napkin type and the packaging main effects, but significance was found in the napkin main effect, unlike the packaging main effect. This suggested that packaging has no effect on food preference.

The value of studying the consumer behavior is that it gives vital information to an organization for designing an effective marketing strategy. The way a consumer thinks, perceives, decides and is influenced is important in designing of promotional campaigns for any product.

Consumer behaviour is influenced by demographics and psychographics factors. Within the demographics factors are age, sex, education level, income level, marital status, occupation, religion, while psychographics factors include individual’s motivation, attitude and beliefs among others. According to Macinnis and

The brand image is defined by a wide range of aspects. One of the most significant determinants of a brand is the products and services that the customers receive from a business based on the differentiation, especially in the quality and characteristics of the products and services offered. The promotional benefits that a business offers clients is another key and determinant aspect of a brand. Packaging also forms a key part of a brand. In the packaging and

Environmental variables can affect the buying behavior of consumers as related marketing research suggested that the environment provides some type of experience for consumers , which are used for the promotion and sale of products or services. Specifically, the marketing research conducted to describe the effect of different emotional condition at the time of purchase of the buyers who cannot decide what to buy, use the process of purchase intent. The intent to purchase , a customer buying the product unintentionally and unplanned . Shopping lifestyle consumer describes the behavior of consumers who want to buy and give positive responses with respect to the consumer product .In this condition , take only the data for retail

This chapter shows the various techniques that the researcher used to carry out the study. It shows the study design, population of the study sample size and selection, data collection methods, data collection instruments, data quality control procedure, and data analysis.

From the marketer’s viewpoint, it is essential to attract attention of consumers, and consumers can respond the way marketers intend to. For example, if a marketer chooses red colour to package products, the consumer likes all commodities with red packaging by chance; then, perception arises as this packaging draws the consumer attention.

In order to test the hypotheses and answer the questions of the research, a convenient research methodology was chosen. A description of the characteristics of the methodological approach and data collection technique is provided in this chapter.

Data collection involves the process of gathering information and data either from primary or secondary data. In this study only secondary data is used.