Understanding of consumers' perception toward select FMCG products Online publication date: Thu, 07-Apr-2022
by Dwarakanath Siriguppi
International Journal of Public Sector Performance Management (IJPSPM), Vol. 9, No. 3, 2022
Abstract: The Indian FMCG sector is growing at a healthy rate, but this sector is also experiencing several challenges like the balance of product portfolio, quality perception, attractive pricing, and innovative promotional strategies. Since FMCG companies are experiencing various challenges, it is inevitable for the marketers to understand changing consumers' perception to serve better than their competitors. The purpose of this study is to examine the consumers' perception of select FMCG products. It is also another attempt to uncover the antecedents of consumers' perception. The study incorporated academic literature, concepts of perception. To test the hypothesis statistical tools like factor analysis has been used. A survey was conducted by selecting a sample of 1150 consumers. The study found that the variables like brand loyalty, opinion on labelling, and purchase decision are not independent of gender, education, occupation, and income of the consumer.
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