“A STUDY TO INVESTIGATE THE CONSUMER BUYING BEHAVIOR TOWARDS OPERATIONALLY DEFINE PERSONAL CARE PRODUCTS IN MOUNTAINOUS MARKET REFERENCE TO INDIAN STATE OF ARUNACHAL PRADESH”

Author Name: Santosh Kumar Yadav

Volume/Issue: 02/04

Country: India

DOI NO.: 08.2020-25662434 DOI Link: https://www.doi-ds.org/doilink/10.2021-27781876/UIJIR

Affiliation:

Head, Department of Commerce and Management, Indira Gandhi Technological and Medical Sciences University, Ziro Arunachal Pradesh, India. 

ABSTRACT

Fast Moving Consumer Goods (FMCG) sector is the one of the largest one of the booming sector in India touching everybody’s life every day. The consumer is the prime factor of the market. The Consumer behavior is affected by various factors. The FMCG sector contributes a lot to the growth of GDP of a nation. Therefore it is necessary to identify the consumption FMCG products. The study was focused on these four categories, frequency of consumption, most preferred brands, and availability of products and mode of purchase of personal care household FMCG products. 90% of the respondents use daily the Personal Care Household FMCG. 70% respondents are using International Brand, 27 % are using National and 3% are using Local of personal care household FMCG brands.70% respondents are purchasing from city, 25% are purchasing from local shops and only 5% are not purchasing. 90% respondents are buying in cash, 8% are buying in credit and 2% are not buying.

Key words: Fast Moving Consumer Goods(FMCG), Buying Behavior, personal care household.