An Analysis of Teenagers Preference in Selected FMCG (Fast Moving Consumer Goods)

Rapid growth of globalization in the present time has brought a drastic change in the status of markets. They have now transformed from seller's market to buyer's market. Customer preferences have changed rapidly so companies have kept their focus on identifying the changed needs and behavior of consumers to stay ahead in the race of cut throat competition. Becoming aware of consumer needs and reacting to them with ready solutions has become necessary for growth of any FMCG company in the market. The key to success in this competitive environment has been the agility and awareness of companies towards a more aware and independent consumer. Fast Moving Consumer Goods (FMCG) industry has new challenges to face along with the changing consumer preferences like keeping track with well established distribution networks and beating strong competitive choices. Therefore there is a greater need to quickly identify the changes in consumer buying behavior towards FMCG products and provide desired products to them. This study examines consumer buying behavior of teenagers in the age group of 17 to 19 years towards FMCG products. The focus of the study is on teenage consumers as they occupy one of the important market segments having potential that can be exploited by companies in growing their consumer base. Findings of this study will help marketers of this industry in understanding behavior of the age group of 17–19 year consumers and will further help them to design suitable marketing strategies and plans to increases sales of FMCG products among Teenagers.