The Characteristics Affecting buying Behaviou in Fast Moving Consumer Goods

Abstract

Generally higher aspiration of society underlines an important dimension of consumerism. Consumer’s buying process starts with need recognition – the buyer recognizes a problem or need. Then the buyer senses a difference between his or her actual state and some desired state. The need can be triggered by internal stimuli when one of the person’s normal needs rises to a level high enough to become a drive. A need can also be triggered by external stimuli. The field of consumer behavior covers a lot of grounds: it is the study of the processes involved when individuals and groups select, purchase, use, or dispose off products, services ideas, or experiences to satisfy needs and desires.The research study is based on characteristics affecting consumer behavior. The attractiveness of opting for this research setting lies in the background diversity of how consumer behavior is influenced strongly by cultural, social, personal and psychological characteristics, and how often they affect their purchasing power. Questions related to cultural, social, personal, psychological factors, product, price, placement of the product have been covered, analyzed and interpreted.The whole study is correlation type, as it describes the association of variables with the problem. All the variables (independent variables, moderating variables, intervening variables and dependent variables) are associated with the problem and are interrelated.i Theoretical framework is comprised of their interrelationship and how each independent variable (social factor, cultural factor, personal factor, psychological factor, product, price and placement) affects or influences the dependent variable (consumer behavior in fast moving consumer goods). And also describes the role of moderating variables (brands and advertising) and intervening variables (customer satisfaction or response). Their relationship is clearly described in schematic diagram too.Literature review contains the whole detail of how consumers behave, what are the factors that affect them and their purchasing the most and what whole do they play in promoting different products/services.Facilitate the study, a mix of research instruments, questionnaire and observations have been applied. One questionnaire is developed for both male and female consumers on basis of their gender and income level. Among the income level there are nine categories. The questionnaire mainly consists of descriptive items with only few inferential style questions.The population sample consists of consumers belonging to vicinity of only. The respondents of the study is a mixture both young and old consumers. A sample of 100 consumers belonging to Rawalpindi is taken.Since the study is correlation, statistical tools are applied in order to ensure correct results frequency test is applied for all type of questions.ii It has been found that the prevalent factor affecting consumer’s purchasing is their income level. Consumers generally don’t feel satisfied with the offerings that are offered at the sale. Information (regarding products) is not properly given to the consumers, so a gap of communication between the marketers and the customers exist. Looking at the overall scenario, consumers experience satisfaction in daily consumption. Consumers are content with the price that they pay for a product. They always analyze the situation of the market before making any purchase.It is therefore recommended that all types of information and education (regarding products) must be accurately and concisely communicated with the consumers so that there are no misconceptions and ambiguities in the environment, and also that the concept of grand sales should be carried out in a proper manner as consumers generally don’t feel satisfied with the offerings that are offered in the sale.