Role of Price Consciousness on Fast Moving Consumer Goods (FMCG)

Abstract

Marketing field is a very vast in nowadays. Marketing of any product depends upon a consumer buying behaviour attitude. Consumer buying behaviour is a vital role in marketing. Consumers will purchase day to day goods habitually, so long as inconsistent brand behaviour does not disrupt that habit. Rapid changes of pricing unsettle the consumer. Quite often the final determinant is that of mere habit. This study conduct for help of producer to fix their product price in economic point of view to consumer. In the economic point of view, the consumer using their buying behaviour in rational decision maker. Yet another group of researchers view consumer as cognitive decision maker. The respondents are chosen by convenience sampling. In SPSS 21, Correlation and Multiple Regression are used in this study. Based on the findings, p value and t values are significant. The researcher concluded that prestige sensitivity, Price quality schema, Value consciousness, Sale proneness, Couponproneness are acting significant role to take a decision of buying behaviour of consumers. Key words: FMCG, Personal Care, Prestige Sensitivity, Price Quality Schema, Value Consciousness, Sale Proneness, Coupon Proneness.