An Empirical Study on Consumer Buying Behaviour, insights and pattern on Fast Moving Consumer Goods with Special reference to Bengaluru District

Abstract

Fast-Moving Consumer Goods (FMCG) represent one of the most dynamic and competitive segments of the Indian retail market. These products are characterized by low cost, rapid turnover, and frequent purchase cycles. The study titled “An Empirical Study on Consumer Buying Behaviour, Insights and Patterns on Fast Moving Consumer Goods with Special Reference to Bengaluru District” examines the behavioural patterns, preferences, and determinants influencing consumer purchase decisions in the FMCG sector within Bengaluru District. As a major metropolitan city with diverse socio-economic groups, Bengaluru provides a relevant context to understand evolving consumption trends shaped by urbanization, technological advancement, lifestyle changes, and the expansion of organized retail and digital commerce.

The primary objective of the study is to identify significant factors affecting consumer purchasing behaviour toward FMCG products. Key determinants include price sensitivity, brand awareness and loyalty, perceived quality, packaging, promotional offers, product availability, store ambience, peer influence, and the growing impact of online shopping platforms. The study also evaluates the influence of demographic variables such as age, gender, income, education, occupation, and family size on purchase frequency, brand preference, and brand-switching behaviour. Additionally, it explores the role of digital media, social media advertising, and influencer marketing in shaping consumer awareness and buying intentions.

A descriptive and analytical research design was adopted. Primary data were collected through a structured questionnaire administered to consumers across urban and semi-urban areas of Bengaluru District. The questionnaire gathered information on purchase frequency, preferred retail channels (kirana stores, supermarkets, hypermarkets, and e-commerce platforms), brand preference, responsiveness to discounts, and satisfaction levels. Secondary data were sourced from journals, industry reports, government publications, and academic literature to provide theoretical support. The collected data were analyzed using statistical tools such as percentage analysis to identify patterns and relationships.

The findings reveal that price, product quality, brand reputation, and promotional schemes are the most influential factors in FMCG purchase decisions. While consumers demonstrate moderate to high brand awareness, loyalty is often influenced by discounts and value-added offers, leading to frequent brand switching. Convenience and accessibility significantly affect retail outlet choice. Traditional kirana stores remain important due to proximity and informal credit facilities, whereas organized retail outlets attract consumers through product variety and promotional benefits. E-commerce platforms are increasingly preferred by younger and working consumers because of convenience, home delivery, and digital payment options.

Demographic analysis indicates variations across income and age groups. Higher-income consumers prioritize quality and brand reputation, while middle- and lower-income groups are more price-sensitive. Younger consumers are more influenced by social media and peer recommendations, whereas older consumers rely on habitual buying and established brand trust. Education level shows a positive correlation with product awareness and comparison-shopping behaviour.

In conclusion, FMCG consumers in Bengaluru are informed and value-conscious, seeking a balance between price, quality, and brand credibility. Companies operating in this sector must adopt localized marketing strategies, competitive pricing, strong distribution networks, and integrated digital approaches to sustain consumer engagement and long-term loyalty.