Vol. 12, Special Issue 7 (2023)

Author(s):
Lalita Patel and Dr. Hulas Pathak

Abstract:
Branding is a critical marketing system which motivates customer's perspective and purchasing behavior on time basis. Understanding customer purchasing practices will give promoters a close research how important for the marketers is to know the fundamental relationship the customer has with the brand. Along these lines, therefore, the research shares these issues into number of extents to consider that there is any association between customers buying behavior. With this backdrop the study entitled “Brand preference of FMCG products: A micro level evidence from Dhamtari District Chhattisgarh” was undertaken to investigate the buying pattern of consumers, the factors affecting the buying behaviour of consumers towards FMCG products and their decision making process, their level of satisfaction according to the attributes like price, quality, free offers, packaging, replace facility, quantity, availability, variety, purchase experience with sregard to FMCGs. Despite global uncertainties, India's FMCG market stands tall with a forecasted growth of 7-9% for the full year 2023. Pressure on the consumers and low confidence levels and high unemployment rate could act as headwinds combined annual sales in this sector grew at 22.5% in last 5 years. Annual net profit grew at 16.5% in last 5 years.