A Study of Consumer Awareness and Perception towards Shopping of Fast Moving Consumer Goods in Jammu Region

Year: 2016 | Month: December | Volume 3 | Issue 2

A Study of Consumer Awareness and Perception towards Shopping of Fast Moving Consumer Goods in Jammu Region

Mandeep Singh Sudhakar Dwivedi and Naveed Hamid
DOI:10.5958/2394-8159.2016.00019.0

Abstract :

The study examines the current scenario and prospect of FMCG online products in Jammu by analyzing or knowing the consumer awareness and perception of consumers towards online shopping of FMCG products and identification of key influencing factors on online shopping purchase behavior. Descriptive type of research was used for conducting of research. The present study was carried out in Jammu city with the aim of understanding the consumer awareness, perception and key factors influencing online shopping purchase behavior. Convenience sampling technique was used to collect the primary data by filling up the 150 respondents. The result of the study revealed that in the sample area that the majority 80 per cent of the respondents were male and 20 per cent were female, 89 per cent respondents using a credit card, 67 per cent FMCG shoppers use online payment transactions respectively. 46 per cent respondents are indulging in the practice of shopping online FMCG products respectively. The result depicts that the most influential factor for buying through internet was observed as save time factor by 36 per cent respondents. The result regarding the FMCG Online Shopping showed that maximum 45 per cent respondents are satisfied. The result also depicts that 52 per cent respondents are aware of the FMCG Online products.

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Year: 2016 | Month: December | Volume 3 | Issue 2

A Study of Consumer Awareness and Perception towards Shopping of Fast Moving Consumer Goods in Jammu Region

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