A STUDY ON CONSUMER BEHAVIOUR TOWARDS SELECTED FAST MOVING CONSUMER GOODS IN CHENNAI CITY
Abstract: The motive of this research work is to study the consumer behavior towards Fast Moving Consumer Goods (FMCG) in Chennai of Tamilnadu. The data for the study has been collected by performing face-to-face interview with the respondents with the distribution of questionnaire. This study collects data from 400 consumers at various places in Chennai. This study is started with objectives of examining socio-economic background of respondents, analyzing the factors influencing consumer behaviour towards selected FMCG products, checking the level of satisfaction of consumers and knowing expectation of the consumers. This study reveals that consumer behavior is largely affected by place, product, price, promotional, psychological and people influences. The satisfaction level of consumers also depends on product specific and market wide factors. Consumer behavior will improve when their expectations are fulfilled by their distribution channels.