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Year 2026 7 Downloads
Volume/Issue/Review Month Volume-XIX | Issue-I | Jan.-Jun.
Title Personal and Psychological Factors Affecting Consumer Buying Behaviour in FMCG
Authors Mrs. P. Muthu Ganeshwari, Dr. G. Yogeswaran
Broad area Marketing
Abstract Abstract: Consumer buyer behaviour varies over various time periods and locations, making its analysis a complex process. Previous studies have explored all major factors influencing consumer behaviour. However, this study focuses mostly on two factors within Fast-Moving Consumer Goods (FMCG) sector: Psychological Factors and Personal Factors (Schiffman & Wisenblit, 2019). Convenience sampling was used to select 70 respondents from Sivakasi for the study. The researcher employed primary as well as secondary data, with SPSS software applied for statistical analysis. The results, derived from Independent T-Test and One-Way ANOVA, revealed that Personal Factors and Psychological Factors do not have a significant relationship. However, analysis using First-Order Confirmatory Factor Analysis (CFA) confirmed that Psychological Factors demonstrated a good model fit (Hair et al., 2010; Field, 2018).
Citation Ganeshwari, P. M., & Yogeswaran, G. (2026). Personal and psychological factors affecting consumer buying behaviour in FMCG. Srusti Management Review, 19(1), 63–70.
DOI https://doi.org/10.63340/SAMT/100000055
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