چکیده:
Despite possessing the adequate purchase potential for the fast moving consumer goods (FMCGs), the poor are not reckoned as a viable market by the FMCG marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. The present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the realm of FMCGs. In-home interviews of 360 below poverty line (BPL) families of Delhi, India unveils poor as price conscious, quality conscious, brand conscious and brand loyal consumers. The price consciousness, brand consciousness, quality consciousness, and brand loyalty for the FMCGs do not vary across different age groups, family sizes, genders, and occupations of the poor. Poor prefer to purchase the FMCGs from local retail shops and pay in cash. They purchase well known national brands in FMCGs and their main information sources of these brands are TV advertising & family members. As far as the post purchase behavior aspect is concerned, poor not only repurchase the FMCG brands they are satisfied with, but also revisit the store they purchased the FMCG brand from.
خلاصه ماشینی:
Vohra 1,2,3 Faculty of Management Studies, University of Delhi, Delhi, India Received 9 May 2014, Accepted 15 July 2014 ABSTRACT: Despite possessing the adequate purchase potential for the fast moving consumer goods (FMCGs), the poor arenot reckoned as a viable market by the FMCG marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products.
The present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the realm of FMCGs. In-home interviews of360 below poverty line (BPL) families of Delhi, India unveils poor as price conscious, quality conscious, brand conscious and brand loyal consumers.
The price consciousness, brand consciousness, quality consciousness, andbrand loyalty for the FMCGs do not vary across different age groups, family sizes, genders, and occupations ofthe poor.
H9: To the poor, the sources of information utilized for FMCGs purchases remain same across the different categories of each of the demographics (age, gender, occupation, years of education, family size).
H10: The post purchase behavior of poor for FMCGs remains same across different categories of each of the demographics (age, gender, occupation, years of education, family size).
It is why the quality consciousness, brand consciousness and brand loyalty for cooking oil is different to that of the other four FMCGs. Table 2: Shopping styles Facet of Construct/ Standard Consumer FMCG N Mean* Behavior Variable deviation t test** One way ANOVA T p Shopping styles Bathing Soap 360 3.
So, the FMCG marketers should make quality FMCG products available to the poor consumers at reasonable prices and work out on their brand strategies.