An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian FMCG Market: A Case Study

Abstract

This research is to evaluate the attributes which influence on consumer buying behavior and their preference in Iranian FMCG market. In this study 700 questionnaires were distributed and 374 questionnaires were returned providing a 53.4% response rate. The questionnaire used five point Likert scale. To achieve diverse response from a expand scope of ideas, age, education, income and type of occupation used; different places such as shopping center, club and university. The respondents were asked to reflect the range of the amount of impact of variables on measured variable (shampoo attributes) from very high to very low. Researcher also discovered that reinforcement, antidandruff, attractive packaging, and shiny are most important attributes to influence on consumer buying attitude in Iranian market. However the sustainability, price and quality are considered as the main reason to buy branded shampoo and it should consider as main competitive advantage strategy for branded shampoo.

Key words: Buying behavior; Preference; Consumer choice; Marketing strategy; FMCG; Iran