Consumer Buying Behaviour Towards Fmcg Products with Reference to Toilet Soap

A consumer is consuming various goods and services as per his/her requirements and needs. Now, a customer is getting many alternatives with superior and quality based goods and services. The various choices and needs of customers are the big challenges to a marketer in the present competitive market among competitors. Thus, the marketers should offer the goods and services in such manner to cater the various needs and requirements of customers. The marketers must study the behaviour of consumer before producing the goods and services as well as before offering the same to market. There are various factors which influence customers in making purchase decision, purchasing power, group influences, personal preferences, economic conditions and sustained marketing campaign. Consumer also goes through a life cycle and even there are behavioural changes which may take place. Above all, marketers have to carefully study the behaviour of consumer and changes have to be incorporated in product designing and pricing. A proper study would be helpful to find out the reasons thereof and the facts can be presented in such a manner that marketers can take the appropriate marketing decisions. The Balasore district of Odisha has been selected for the study. Against this backdrop, the present study discusses the behavior of consumers with regard to Toilet Soap.