FMCG Marketing Report on Consumer Behaviour

FMCG Marketing Report 1
FMCG MARKETING REPORT ON CONSUMER BEHAVIOUR
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FMCG Marketing Report 2
Executive Summary
Fast moving consumer goods are goods characterized by short shelf life, quick sales, and
cheap to acquire. The consumer behavior controls the consumption of such products.
Consumer behaviors are dynamic and are determined by several factors like cultural
practices, personal factors, social factors, and psychological factors. The cultural factors are
further divided into the social class, sub cultural activities, and culture. Personal factors
include customer’s age, his or her occupation, and the prevailing economic situations. The
social factors include social group, family, and the roles and status an individual holds in the
society. The psychological factors include motivation, perception and the beliefs one holds.
There are various recommendations on how to control consumer behaviour, but the mental
strategy has proved to be more effective. These psychological strategies include running an
emotional idea, revealing the shortcomings of the product, repositioning competition,
promoting exclusivity, and the introduction of fear, uncertainty, and doubt.

FMCG Marketing Report 3
Table of Contents
Introduction..............................................................................................................................................6
Cultural Factors........................................................................................................................................7
Culture.................................................................................................................................................7
Subculture............................................................................................................................................7
Social class...........................................................................................................................................8
Social Factors...........................................................................................................................................8
Reference groups.................................................................................................................................8
Family..................................................................................................................................................9
Status and roles of the consumer.........................................................................................................9
Personal Factors.......................................................................................................................................9
Age and Life Cycle............................................................................................................................10
Occupation and Lifestyle...................................................................................................................10
Economic situation............................................................................................................................10
Psychological Factors............................................................................................................................10
Motivation..........................................................................................................................................11
Perception..........................................................................................................................................11
Beliefs and Attitudes..........................................................................................................................11
Recommendations..................................................................................................................................11
Run an Emotional Idea......................................................................................................................11
Reveal your shortcomings.................................................................................................................12
Reposition your competition..............................................................................................................12

FMCG Marketing Report 4
Promote exclusivity...........................................................................................................................13
Introduction of fear, uncertainty, and doubt......................................................................................13