Consummer Buying Behaviour

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ISSN 1923-841X [Print]
ISSN 1923-8428 [Online]
www.cscanada.net
www.cscanada.org

International Business and Management
Vol. 5, No. 1, 2012, pp. 146-152
DOI:10.3968/j.ibm.1923842820120501.1115

An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian FMCG Market: A Case Study

Alireza Miremadi[a],*; Elham Faghani[b]
[a]

Marketing Professor & MBA Director, International Campus, Sharif University of Technology, Iran.
[b]
MBA graduated from International Campus, Sharif University of Technology, Iran.
*
Corresponding Author.
Address: International Campus, Sharif University of Technology, Iran. Received 6 July 2012; Accepted 15 August 2012

Abstract

This research is to evaluate the attributes which influence
o n consumer buying behavior and their preference in
Iranian FMCG market. In this study 700 questionnaires
were distributed and 374 questionnaires were returned
providing a 53.4% response rate. The questionnaire used
five point Likert scale. To achieve diverse response from
a expand scope of ideas, age, education, income and type
of occupation used; different places such as shopping
center, club and university. The respondents were asked to
reflect the range of the amount of impact of variables on
measured variable (shampoo attributes) from very high to
very low. Researcher also discovered that reinforcement,
antidandruff, attractive packaging, and shiny are most
i mportant attributes to influence on consumer buying
attitude in Iranian market. However the sustainability,
price and quality are considered as the main reason to
b uy branded shampoo and it should consider as main
competitive advantage strategy for branded shampoo.
Key words: Buying behavior; Preference; Consumer
choice; Marketing strategy; FMCG; Iran
A lireza Miremadi, Elham Faghani (2012). An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian FMCG Market: A Case Study. International Business and Management, 5 (1), 146-152. Available from: URL: http://www.cscanada. net/index.php/ibm/article/view/ j.ibm.1923842820120501.1115

DOI: http://dx.doi.org/10.3968/j.ibm.1923842820120501.1115

Copyright © Canadian Research & Development Center of Sciences and Cultures

INTRODUCTION
The long-term success of manufacturer marketing action
soften depends on consumer response, and reaction of
r etailer and competitor (Ailawadi & Kusum, 2001).
Furthermore, the convey toward category management,
i ndicates that retailers may react to price promotions
of wholesale with alters in prices for competing brands
( Joseph, 2002). A lthough the effects of the elements
a re different, some factors such as location of store,
design and physical facilities, merchandise assortment,
a dvertising and sale promotion, store staff, customer
services and client (social-class membership) implement
immense influences on choice of store (Sinha, 2004). So
the highly competitive market place and rapidly changing
consumer trend in fast moving consumer goods (FMCG)
encourage us to obtain more information about consumer
preferences and their attitudes in this aspect especially in shampoo segmentation in Iranian markets. This research
c onduct a survey based on consumer behavior and
attitudes in shampoo segmentation as a one of the FMCG
products in IRAN. Products which have a quick turnover,
a nd relatively low costor inexpensive and frequently
purchase and rapidly consume which purchaser exert only
m inimal purchasing effort are known as Fast Moving
Consumer Goods (FMCG). Examples of FMCG generally
include a wide range of frequently purchased consumer
products such as toiletries, soap, shampoo, cosmetics,
tooth cleaning products, shaving products and detergents,
as well as other non-durables such as glassware, bulbs,
b atteries, paper products, and plastic goods ( Mahesh
Babaria & Dharod, 2009). The overall objective of this
research is to...
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