Indian Journal of Education and Information Management

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The consumer bahaviour plays an important role in marketing. This is influenced by various factors. In the changing global scenario we find that consumers needs and wants to buy a product also changes with it. In this study titled "A Study on Consumer Behaviour towards Selected Fast Moving Consumer Goods in Coimbatore City" the researcher has assessed the socio-economic profile ,shopping pattern consumer and found out the factors influencing the consumer to purchase the selected FMCG products. The primary data required for the study was collected through questionaire which was distributed to 400 samples chosen from coimbatore city .The tools used for analysis are percentage analysis,garrett ranking and chi-square. From this study it was found that most of the consumers are influenced by brand and quality in purchase of FMCG products. There by the researcher has suggested to improve the quality in FMCG product through product development and external monitoring.

Keywords

Consumer Behaviour, FMCG Product, Socio-economic Profile of Consumer, Factors Influencing
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