Factors Influencing Buyer Behavior in FMCG - An Indian Perspective
Smitha SijiSandhya Menon
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Factors Influencing Buyer Behavior in FMCG - An Indian Perspective

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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 pr...