A Report on Consumer Purchasing Behavior of FMCG Products

This report analyzes consumer purchasing behavior within the Fast-Moving Consumer Goods (FMCG) sector, using Head & Shoulders shampoo as a specific example. It examines the various stages of the consumer buying process, starting with need recognition and information search (both internal and external sources). The report then delves into the evaluation of alternatives, analyzing available purchase methods, and understanding post-purchase behavior and satisfaction. Key factors influencing consumer choices, such as product attributes, brand perception, and marketing strategies, are also discussed. The report concludes by emphasizing the importance of understanding consumer behavior for FMCG companies to effectively market their products and build customer loyalty. Desklib provides access to similar solved assignments and resources for students.

Running head: CONSUMER PURCHASING BEHAVIOUR
Consumer Purchasing Behavior

CONSUMER PURCHASING BEHAVIOUR 2
Table of Contents
Introduction.................................................................................................................................................3
Background of consumer buying behavior..................................................................................................3
Needs and wants that led to purchasing of FMCG product (Head & shoulders shampoo that is the product
of P&G Company).......................................................................................................................................3
Alternatives and narrow down the attributes of the FMCG product that satisfy the needs or wants............4
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

CONSUMER PURCHASING BEHAVIOUR 3
Introduction
The shampoo is a personal hygiene product that is significant in daily needs. It feeds consumer’s
psychological needs because it cleans the hair and facilitates other additional advantageous like
declining dandruff, conditioning, nourishing, and moisturizing (Chauhan, and Parmar, 2017).
This report focuses on the needs and wants that led to purchasing of FMCG product. It also
evaluates the Internal and external sources of information. This report describes the alternatives
and narrows down the attributes of the FMCG product that satisfy the needs or wants. It also
analyzes the available purchase method and post-purchase behavior and satisfaction.
Background of consumer buying behavior
The consumer purchasing behavior differs from customer to customer. Some consumer involves
extensive bargaining and price conscious. There are some consumers who have leisure time to
shop whereas another type of consumers is amusing purchasers as they buy as per the
amusement and their understanding. There are certain consumers who focuses on pleasure-
seeking area of purchasing such as goodwill of product considerably persuaded the rate that a
consumer is wish to pay. Therefore, ordinary types of the purchaser notice the price, focuses on
quality of product and hedonism (East, Singh, Wright, and Vanhuele, 2016).
Needs and wants that led to purchasing of FMCG product (Head & shoulders shampoo
that is the product of P&G Company)
The initial stage is recognition of the problem. This phase can initiate from easy process as a
requirement is washing hair and in more precise terms, necessitate for beautiful, soft and shining
hair hence, the end way is cleaning hair. The need can create in case friend refers ‘Head &
shoulders’ product and states that it is good and beneficial while used by them. It can be
spontaneous purchasing decision in which the requirement generated while; consumer perceives

CONSUMER PURCHASING BEHAVIOUR 4
the product on the ledge along with, desire of product. The need can be activated by a marketing
strategy like an advertisement on TV and an uncomplicated billboard on the road (Narasimham,
and Gupta, 2017).
Internal and external sources of information
The second phase is information search i.e. looking for worth. This phase illustrates alternative
available for customers together with, entails the internal and external search. The internal source
is scrutinizing the memory of one to remember the earlier experience regarding products and
brands. Currently, in the case with Head & Shoulders, it could have prior experience of Head &
shoulders along with, having loved with ending outcome. The external search can be created for
reference from family, friends, acquaintances, and neighbors (Holland, 2019). One could search
regarding Head & shoulders shampoo with its advantageous in the administrator websites or run
through commercial and advertising gimmicks on TV. Another strategy is to gain understanding
regarding how the product can access through different portals. It can be feedback provided by
users of Head & shoulders with regards to the experience of using the product (Pant, Pant, and
Joshi, 2016).
Alternatives and narrow down the attributes of the FMCG product that satisfy the needs
or wants
The next phase is an evaluation of alternative i.e. evaluating worth. Earlier, the customer had
several alternatives to select from one in situation of shampoos. Under this phase, customer
contrasts the different shampoo products for making final buying judgment. The consumer will
focus on one of existing shampoos that will provide them the advantage and that they are search
for avoiding hair fall or split, ends and dry hairs (Singh, and Malla, 2017). Furthermore, Head
and shoulder shampoo will provide maximum satisfaction of customer and they will get satisfy

CONSUMER PURCHASING BEHAVIOUR 5
by purchasing that product. But, there are some consumers who are unable to follow the natural
path and choose product as per the recall product, the name of the brand, and other subjective
factor like personal experience, and prestige with the brand and random discount offer. A few
daring customers may also purchase the Head & shoulders as they have been purchasing certain
other shampoo for a longer period and they might want a new experience with the innovative
products (Pant, Pant, and Joshi, 2016).
Analyze the available purchase method
The next phase is buying decision that is related to the value of purchasing. There could be
different possible phases:
From whom to purchase: It relied on consideration like previous experience with the purchaser,
affordable price, sales condition, and policy about return. The customer will conduct survey in
case any retailer with grocery store is providing discount on the product along with, kind of
bundling exists in any event (Chauhan, and Parmar, 2017).
When to buy: Store environment, a sale, and pressure of shopping. Discount on product and
smart offers can be presented in festivals seasons and at the time of special circumstances.
No purchase: Customers focus on the products and assesses it with different products and may
decide not to purchase Head & shoulders shampoo in its place, they can go for cheaper shampoo
and shampoo with other advantageous. In such case for Head & Shoulders shampoo, it can be
entailed as no purchase. The outlook of others, and unexpected circumstances elements and
observed uncertainty can all influence judgment of purchase (Singh, and Malla, 2017).
Analyze post-purchase behavior and satisfaction

CONSUMER PURCHASING BEHAVIOUR 6
The last stage of consumer buying behavior is post-purchase behavior that is utilization value
and makes use of. After purchasing Head & shoulders shampoo product, the consumer evaluates
it with their potentials that he had and identifies either satisfied or dissatisfied:
 consumer value perceptions
 consumer interactions
 repeat-buying behavior
It is post buying behavior of the consumer and the post buying satisfaction that may lead to
generate the revenue of Head & Shoulders shampoo. Behind the transparent act of purchasing
the Head & shoulders, shampoo products lay a decision making procedure that needs to be
analyzed (Holland, 2019).
Conclusion
From the above interpretation, it can be concluded that shampoo is the personal hygienic
products and has covered the large market. Thus, it is significant to evaluate the buying process
of consumers. This report defines that need recognition, Internal and external sources of
information, alternatives and narrow down the attributes of the FMCG product that satisfy the
needs or wants, analyze available purchase method and post-purchase behavior and satisfaction.

CONSUMER PURCHASING BEHAVIOUR 7
References
Chauhan, J., & Parmar, G. (2017). A study on consumer buying behavior for selected FMCG
products. International Journal of Education and Management Studies, 7(3), 396-399.
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behavior: Applications in
marketing. USA: Sage.
Holland, C. P. (2019). Consumer Search Patterns: Empirical Evidence, Competing Theories and
Managerial Implications. In Collaboration in the Digital Age (pp. 271-289). USA:
Springer, Cham.
Narasimham, N. V., & Gupta, M. K. (2017). Consumer Buying Behaviour Pattern in Retail.
Journal of Marketing Vistas, 7(1), 19-35.
Pant, H. K., Pant, P., & Joshi, A. (2016). Buying Behaviour of Rural Consumers: Impact of
Advertisements on FMCG Purchases in Rural Uttarakhand. International Journal on
Customer Relations, 4(2), 1.
Singh, R., & Malla, S. S. (2017). Does Corporate Social Responsibility Matter in Buying
Behaviour?—A Study of Indian Consumers. Global Business Review, 18(3), 781-794.