An Exploratory Research of Consumer Decision Making Styles of Indian Poor for Fast Moving Consumer Goods Kumar Arvind Faculty, Management Studies, University of Delhi, Delhi, India Online published on 6 August, 2014. Abstract More than half of world's population is poor and possesses a substantial purchase potential. Still, it is not considered as a viable market and the purchase preferences of poor are largely ignored. As a result, the consumer behavior of poor is still unexplored on a number of aspects. Present research bridges the literature gap on consumer decision making style aspect. It explores the consumer decision making style – price consciousness, quality consciousness, brand consciousness, and brand loyalty – of 30 below poverty line (BPL) families of Delhi, India for five fast moving consumer goods (FMCGs) – cooking oil, toothpaste, bathing soap, tea, and washing soap – and concludes that the poor are quality conscious, brand conscious, brand loyal, but not the price conscious consumers for the concerned FMCGs. Top Keywords Consumer behavior, consumer decision making style, poor, FMCG. Top |