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Factors Influencing the Bangladeshi Consumers' Purchase Decision Regarding Fast Moving Consumer Goods: An Exploratory Study

Fast Moving Consumer Goods (FMCG) sector is one of the largest sectors in the economy of Bangladesh. In the last few years, the FMCG industry in Bangladesh has experienced a dramatic growth; both qualitative and quantitative improvements have taken
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  See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/253236301 Factors Influencing the BangladeshiConsumers’ Purchase Decision Regarding FastMoving Consumer Goods: An Exploratory Study   Article  · October 2012 READS 57 2 authors , including:G. M. Shafayet UllahBRAC University 5   PUBLICATIONS   9   CITATIONS   SEE PROFILE Available from: G. M. Shafayet UllahRetrieved on: 14 June 2016  7Factors Influencing the Bangladeshi Consumers’ Purchase Decision RegardingFast Moving Consumer Goods: An Exploratory Study  Factors Influencing the Bangladeshi Consumers’Purchase Decision Regarding Fast MovingConsumer Goods: An Exploratory Study G M Shafayet Ullah* and Panuel Rozario Prince** Fast Moving Consumer Goods (FMCG) sector is one of the largest sectors in the economy of Bangladesh.In the last few years, the FMCG industry in Bangladesh has experienced a dramatic growth; bothqualitative and quantitative improvements have taken place in the consumer durables segment. FMCGin marketing means convenient and low involvement products like, salt, flours, pens, chocolates, etc. Inrecent years, the FMCG industry worldwide has experienced a difficult market condition. In somecategories, formerly popular brands have either been deleted or squeezed between the category leaders andlow-cost competitors. The study has identified eight primary factors that influence consumers’ purchasedecision of FMCG products in Bangladesh. These factors are sales promotion, unavailability of brand,time constraint, in-store TVC, variety-seeking behavior, product features, end of aisle display and productconvenience. This study recommends focusing on three important factors, i.e., sales promotion, timeconstraints and unavailability of brand to smoothen the progress of the FMCG industry in Bangladesh.The FMCG industry will find better development opportunities, if the findings of this study are used asan input in its strategic decision making. *Lecturer, School of Business Studies, Southeast University, House # 64, Road # 18, Block # B, Banani, Dhaka,Bangladesh. E-mail: shafayet_seu@yahoo.com**Lecturer, Department of Business Administration, Victoria University of Bangladesh, 58/11/A, Panthapath,Dhaka 1205, Bangladesh; and is the corresponding author. E-mail: panuelprince@yahoo.com Introduction The Fast Moving Consumer Goods (FMCG) sector is one of the largest sectors in theeconomy of Bangladesh, characterized by a strong multinational companies’ presencewell-established distribution networks, intense competition between the organized andunorganized segments, and low operational costs (PPFAS, n.d.). Being a developingeconomy, Bangladesh is gradually becoming a large market, especially for the FMCG. Inthe last few years, the FMCG industry in Bangladesh has experienced a dramatic growth;both qualitative and quantitative improvements have occurred in the consumer durableitems (Hamid et al.,  2008). While purchasing high involvement products like electronicgoods, luxury items or lifestyle products, the prior in-home decisions of purchase are notusually altered in the store environment. On the contrary, for the convenient and lowinvolvement products like salt, flours, pens, chocolates, etc., a significant level of distortion from the prior decision of brand choice is frequently observed (Russo et al. ,1996). These convenient and low involvement products are also known as FMCG in   © 2012 IUP. All Rights Reserved.
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