CONSUMER BEHAVIOR TOWARDS AMUL’S FMCG PRODUCTS
DOI:
https://doi.org/10.55829/pg5y3t30Keywords:
Amul, FMCG, Consumer behavior, pricing, gender, marketing, Gujarat, awareness, age group.Abstract
This study aims to study the consumer behavior for Amul’s fmcg products, including factors affecting their purchase decision. The study explores the relationship between pricing and likelihood to purchase, gender and awareness, age group and preference, and need for increasing marketing efforts. A quantitative analysis is mainly done to analyze responses collected through questionnaire for 9 fmcg products of Amul from Gujarat. The findings provide valuable insights for pricing and marketing strategies. The analysis has been done using chi-square tests and spearman’s correlation by SPSS. The study also revealed that price has a very significant impact on consumers purchase decision. Most of respondents feel that marketing efforts should be increased and still awareness is less as compared to its competitors. There is a scope for further analysis for the hypothesis of product preference and age group.
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