Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Aug09-Article3-Factors Responsible For Choice of FMCG Products: A Case Study of the Consumers of Dental Care Products
- Price : 80.00
- Published on August 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The economic growth in India has changed consumer’s taste and selection process while deciding on the purchase of a particular product or service. While purchasing a particular product, a consumer tries to match all the possible options that he is looking for in the product but finds that he is not fully satisfied with the product or service. The implicit consumer attitude becomes more imminent, particularly in the case of FMCG products where the price variation is very less for different brands. So there exists a gap between the expected need of the consumer and the product procured by him. This gap can be narrowed down if a line can be drawn about the factors affecting the consumers towards choice of FMCG products. The present research has been carried out with 150 respondents and 20 retailers in and around Kolkata with an objective to explore and understand the orientation of a consumer towards a particular brand and also the different factors that affect his perception for a particular brand , in the Indian context, with reference to the Dental Care Products.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.