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Asian Journal of Management
Year : 2020, Volume : 11, Issue : 3
First page : ( 315) Last page : ( 320)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2020.00049.9

Consumer buying behaviour through Online shopping application in fast moving Consumer goods

Vijayalakshmi R.1,*, Dr. Gurumoorthy T. R.2, Lingavel G.3, Praveenkumar K.4

1Ph. D. Research Scholar, Department of Commerce, Alagappa University, Karaikudi-630004

2Professor and Head, Department of Commerce, Alagappa University, Karaikudi-630004. kirthigurum@yahoo.co.in

3Research Assistant, Department of Commerce, Alagappa University, Karaikudi-630004. lingam326334@gmail.com

4Ph. D. Research Scholar, Department of Commerce, Alagappa University, Karaikudi-630004

*Corresponding Author E-mail: vijayalakshmi16594@gmail.com

Online published on 10 August, 2020.

Abstract

Fast Moving Consumer Goods are product purchased for consumption by the average consumption. The purpose of the study was to identify the consumer's through online shopping application in FMCGs. The study adoptedsectional create to accomplish the set objectives. The sample of total 320 respondents was selected from Karaikudi using convenience sampling method. Data were collected using a structured questionnaire which was prepared extensive literature review. Data were analyzed using statistical techniques such as explotary factor analysis, Correlation, Descriptive statistics test in SPSS. The results indicated that exploratory factor analysis produced a total of four factors. Which are identified as brand name, Product details, Price consciousness, General awareness. Moreover, demographic variables were also create inducing factors sustaining the consumer's in FMCGs. The study contributed through identify and explore the consumer's through online shopping application in Fast Moving Consumer Goods. The findings of the study may be useful online shopping is valuable resources to the important consumer purchasing the products. Online shopping is more valuable to consumers. The consumer behaviour purchasing time saving and more benefited to the online applications. However, consumer's influencing purchasing the online application in FMCG products. The inducing factors sustaining the online application in Fast Moving Consumer Goods.

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Keywords

Brand loyalty, Quick Development, Service Quality, Retailing, Challenge, Innovation, Time Savings, Brand Attraction.

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