Consumer Behaviour in India's Fast-Moving Consumer Goods Sector - Drivers of Pre- and Post-Purchase Decisions

Yash Kolekar

Diplomová práce

Abstract:

India’s Fast-Moving Consumer Goods (FMCG) sector is one of the largest and fastest-growing industries, driven by evolving consumer preferences, digital transformation, and increasing disposable incomes. This study examines the key factors influencing consumer behavior in the Indian FMCG market, with a focus on demographic shifts, brand perception, pricing strategies, and the impact of digital marketing. Using a mixed-method approach that includes surveys and case studies, the research identifies patterns in consumer decision-making, brand loyalty, and the role of e-commerce in shaping purchasing habits. The findings highlight the growing preference for convenience, health-conscious products, and sustainable packaging among urban and rural consumers. Additionally, the study explores how cultural influences and regional diversity shape buying behavior. By analyzing these trends, the research provides insights for FMCG brands to tailor their marketing strategies and enhance customer engagement in the competitive Indian marketplace.

Keywords

Consumer Behaviour, influences, Pre purchase, post purchase

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 4. 2025

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Platilová Vorlíčková
• Oponent: Zdenek Linhart, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Economics and Management