Factors Influencing Consumer Buying Behavior of Fast Moving Consumer Goods (FMCG) in Addis Ababa

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Addis Ababa University


With the intent of studying consumers who are at the core of everything marketers do, this study was directed at the fast moving consumer goods (FMCG) segment. Through the development of a conceptual model that contains five independent variables, this study tried to probe the buying behavior of consumers in three FMCG products. The selections of the products were made through the consideration of the major sub-categories in FMCG which are home care, food and beverage and personal care products. It was hypothesized in this study that product quality, price, availability, advertisement and brand equity significantly influence buying behavior of consumers in Addis Ababa. Data was collected through structured questionnaires from shoppers and consumers of the products under investigation to put the conceptual model in to the empirical test. The study used descriptive and inferential statistics techniques to analyze the data and arrive at its findings. One interesting finding was the general support for the hypothesized significant positive contribution of all the independent variables on consumers' buying behavior in FMCG. It was also insightful to find out a few notable differences in the set of variables considered during buying decision making between the sub-categories of FMCG, supporting the conclusion that category-specific trend of buying behavior exists in any market other than the contention that all of FMCG is the same. This study was only confined to the list of variables and product categories discussed above with a focus on Addis Ababa.



Consumer Behavior, Fast Moving Consumer Goods, Brand Choice