SATHIYAMOORTHY, G and Roxia, R (2024) An Analysis of the Factors Influencing Consumers' Decisions to Buy FMCG Products. An Analysis of the Factors Influencing Consumers' Decisions to Buy FMCG Products, 10 (4). pp. 38-41. ISSN 2454-9150

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Abstract

The number of consumers purchasing Fast-Moving Consumer Goods (FMCG) has increased. In this
environment, FMCG companies are distributing both their current and new products while also improving their
features and finding new ways to market to their target audience. Customers may decide to buy a variety of FMCG
company products, which influences their choice of product. The consumption of fast-moving consumer goods is rising
dramatically. This study attempts to identify the FMCG companies that customers prefer to use in their daily lives, the
media that they use to learn about these products, and the factors that influence which items buyers choose to buy. A
survey comprising 243 respondents was conducted to ascertain the factors influencing consumers' purchasing decisions
of FMCG; Factor Analysis and Multiple Regression analysis were employed to obtain relevant data. The study
discovered that Product Package Attractiveness & Neediness, Product Price & Availability of products, Attraction of
Product Promotions, are the determining factors. It was also discovered that a number of factors have a big impact on
consumers' decisions to purchase FMCG goods.

Item Type: Article
Uncontrolled Keywords: Advertisements, Branded products, Consumer decision behaviour, Consumer Packed Goods (CPG), Fast Moving Consumer Goods (FMCG), and Product Attributes JEL Classification codes: C12, C83, D91, M31, M37
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Dr. B Sivakumar
Date Deposited: 17 Feb 2026 07:14
Last Modified: 17 Feb 2026 07:14
URI: https://ir.psgcas.ac.in/id/eprint/2605

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