A study on the purchase behaviour of consumers with reference to toiletries and packaged food items Dr. Kumar K. Sai1, Banu A.S. Gousia2 1Professor, Department of Management, Narayana Engineering College, Nellore – 524001 (AP) 2Asst. Professor, Narayana Engineering College, Nellore – 524001 (AP) Online published on 29 June, 2013. Abstract The study has been designed to analyze the factors that are responsible for influencing the purchase decision of customers with respect to selected fast moving consumer goods. A sample of 300 customers at different stores have been selected and studied with reference to various factors of marketing mix. The study attempted to identify factors which are the combination of product, price, place and promotion. Based on the importance given by the respondents on various factors, opinion scores are calculated and relative importance for each of the variables is established. The level of customer satisfaction was divided into low, medium and high. The gender analysis of customer satisfaction with respect to toiletries reveals that both male and female customers are highly satisfied with quality, while the gender analysis of customer satisfaction with respect to packaged food items reveals that that male customers are highly satisfied with free gifts while, the female customers are highly satisfied with cheapest price. The study also focused on whether the customer satisfaction varies across gender. The Chi square test has been employed to analyze the data. The study reveals that there is a significant difference between level of satisfaction and gender. Top Keywords Consumer goods, customer satisfaction, marketing mix, purchase decision, quality. Top |