A study of decision making behaviour among housewives for fast moving consumer goods; Marg, Bangalore

Abstract

The study was aimed to analyse the dominant pattern in the decision-making process for FHCGS among housewives. In depth interviews were conducted in Bangalore among 32 housewives for the product categories: Tea and Coffee, Soaps, Biscuits, Jam and Ketchup. Primary among the findings was that the housewives played the key role in the purchase of consumables and small household items including groceries. For products like jam, biscuits, the children were important influencers and became the decision makers for these products in the higher income segment. Husbands’ preference influenced the choice of brand in tea/coffee. There appeared to be a strong traditional/habitual influence in the choice of one stable brand and this behaviour was more pronounced for ketchup, tea and coffee. However for most product categories the final decision regarding what to buy lay with the housewife as she was the one who ultimately went to the shop and did the purchasing. Advertisements played a significant role in the trying-out behaviour especially in the purchase of soaps. They play an important role in influencing brand choice among children.