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International Journal of Research in Arts and Science

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Factors Affecting the Purchasing Behaviour of Consumers in Ernakulam District with Special Emphasis on Bathing Soap

G. Ajai Krishnan and Dr.M. Nandhini


Abstract:

In the present day it is very much momentous to know the attitude of consumers and their intentions while selecting a product, especially FMCG products. Researches on purchasing behaviour will surely help out the companies to know more about the consumer?s behaviour while choosing a product, so that they can spend their marketing efforts in an effective way. From the preceding researches it is obvious that bathing soap is among the highest penetrated category within the FMCG sector. The present study tries to calculate the factors behind the consumers purchasing behavior towards bathing soaps with special reference to Ernakulam District in Kerala. The study made use of primary and secondary data. A sample of 110 customers from Ernakulam city of Kerala is collected from four super markets by using judgment sampling method. The results explain that customers are motivated to purchase bathing soap because of the, awareness, brand image, word of mouth publicity, advertisement, celebrity, price etc.

Keywords: JEL Code-M31, Consumer Purchasing Behaviour, Bathing Soap Purchasing, Word of Mouth Publicity, Celebrity.

Volume: 3 | Issue: Special Issue

Pages: 11-15

Issue Date: May , 2017

DOI: 10.9756/IJRAS.8150

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