A Study on Source of Information and Satisfaction of the Sample
Respondents Towards the FMCG Products
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Author:Somasundaram.S<* and P. Balaji
p-ISSN:0024-9602, Vol:106, Issue : 1-3
DOI:10.29321/MAJ 2019.000233
Abstract
The study was conducted in Tamil Nadu to analyze the factors influencing
the purchase of FMCG products utilizing 160 sample respondents in the age
group of 20 to 40 and it was analyzed using regression and Garrett ranking
technique. The ultimate aim of any company is to take the products to the
hands of the consumer. For this purpose, proper channel of communication is
required. Lifecycle of the produce is being shrinking the customer’s mindset
according to the environment, so short term promotions can be used instead
of advertisements. The source of information like mass media (62.35) and
social media (56.96) had high mean score among the sample respondents.
The satisfaction of the consumer was highly influenced by price of the
product, brand name, quality and its effective advertisement with mean of
4.42, 4.41, 4.37 and 4.01, respectively.
Key words : Retail communication programme, FMCG, Regression analysis.
