Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study

This article was published in The IUP Journal of Brand Management [© 2012 The IUP Journal of Brand Management] and the definite version is available at : http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=63840fd4-1c0c-4223-a43d-47dc00a149c9%40sessionmgr4008&vid=2&hid=4205 The article we...

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Main Authors:	Ullah, G. M. Shafayet, Prince, Panuel Rozario
Format:	Article
Language:	English
Published:	© 2012 The IUP Journal of Brand Management 2016
Subjects:	Consumer behavior Economic aspects Sales promotion Fast moving consumer goods
Online Access:	http://hdl.handle.net/10361/6236

id	10361-6236
record_format	dspace
spelling	10361-62362016-08-30T04:55:34Z Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study Ullah, G. M. Shafayet Prince, Panuel Rozario Consumer behavior Economic aspects Sales promotion Fast moving consumer goods This article was published in The IUP Journal of Brand Management [© 2012 The IUP Journal of Brand Management] and the definite version is available at : http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=63840fd4-1c0c-4223-a43d-47dc00a149c9%40sessionmgr4008&vid=2&hid=4205 The article website is at: http://www.iupindia.in/1203/Brand%20Management/Factors_Influencing_the_Bangladeshi_Consumers.html Copyright of IUP Journal of Brand Management is the property of IUP Publications and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. Fast Moving Consumer Goods (FMCG) sector is one of the largest sectors in the economy of Bangladesh. In the last few years, the FMCG industry in Bangladesh has experienced a dramatic growth; both qualitative and quantitative improvements have taken place in the consumer durables segment. FMCG in marketing means convenient and low involvement products like, salt, flours, pens, chocolates, etc. In recent years, the FMCG industry worldwide has experienced a difficult market condition. In some categories, formerly popular brands have either been deleted or squeezed between the category leaders and low-cost competitors. The study has identified eight primary factors that influence consumers’ purchase decision of FMCG products in Bangladesh. These factors are sales promotion, unavailability of brand, time constraint, in-store TVC, variety-seeking behavior, product features, end of aisle display and product convenience. This study recommends focusing on three important factors, i.e., sales promotion, time constraints and unavailability of brand to smoothen the progress of the FMCG industry in Bangladesh. The FMCG industry will find better development opportunities, if the findings of this study are used as an input in its strategic decision making. Published 2016-08-29T06:49:21Z 2016-08-29T06:49:21Z 2012-10-01 Article Ullah, G. S., & Prince, P. R. (2012). Factors Influencing the Bangladeshi Consumers Purchase Decision Regarding Fast Moving Consumer Goods: An Exploratory Study. IUP Journal Of Brand Management, 9(1), 7-27. 0972-9097 http://hdl.handle.net/10361/6236 en © 2012 The IUP Journal of Brand Management
institution	Brac University
collection	Institutional Repository
language	English
topic	Consumer behavior Economic aspects Sales promotion Fast moving consumer goods
spellingShingle	Consumer behavior Economic aspects Sales promotion Fast moving consumer goods Ullah, G. M. Shafayet Prince, Panuel Rozario Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
description	This article was published in The IUP Journal of Brand Management [© 2012 The IUP Journal of Brand Management] and the definite version is available at : http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=63840fd4-1c0c-4223-a43d-47dc00a149c9%40sessionmgr4008&vid=2&hid=4205 The article website is at: http://www.iupindia.in/1203/Brand%20Management/Factors_Influencing_the_Bangladeshi_Consumers.html
format	Article
author	Ullah, G. M. Shafayet Prince, Panuel Rozario
author_facet	Ullah, G. M. Shafayet Prince, Panuel Rozario
author_sort	Ullah, G. M. Shafayet
title	Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
title_short	Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
title_full	Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
title_fullStr	Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
title_full_unstemmed	Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
title_sort	factors influencing the bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study
publisher	© 2012 The IUP Journal of Brand Management
publishDate	2016
url	http://hdl.handle.net/10361/6236
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Factors influencing the Bangladeshi consumers’ purchase decision regarding fast moving consumer goods: an exploratory study

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