A Study on Consumer Behaviour towards FMCG Products with Special Reference to Personal Care Products

C. Naveena, S. Devendraprabu

Consumer Behaviour; FMCG; Personal Care Products; Purchase Decision; Customer Satisfaction

The Fast-Moving Consumer Goods (FMCG) sector is characterized by rapid turnover and is highly sensitive to evolving consumer preferences. This research paper investigates the consumer behaviour specifically towards FMCG personal care products. The study aims to identify the key factors influencing purchase decisions, assess the level of consumer satisfaction, and understand the diverse demands of customers. A mixed-method approach utilizing both primary and secondary data was employed. Primary data was collected from 128 respondents through a structured questionnaire. Analysis techniques including percentage analysis, correlation, and Chi-square tests were used. The findings reveal that quality is the paramount factor attracting consumers, followed by brand name and durability. While a majority of consumers prefer purchasing from local shops, there is a significant willingness to buy personal care products online. Recommendations from friends and family emerged as the most influential factor, while advertisements are the primary source of product information. The study concludes that to sustain in the competitive market, companies must focus on delivering high-quality products supported by strong brand building and effective word-of-mouth strategies

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