A Study on Consumer Buying Behaviour of FMCG Products with Special Reference to Sri Alpha Distribution, Chennai

Abstract

Consumer buying behaviour in the Fast-Moving Consumer Goods (FMCG) sector is shaped by an intricate interplay of quality, trust, pricing, ultural alignment, and digital experience. This study investigates consumer purchase patterns and influencing factors and consumer expectations with special reference to Sri Alpha Distribution, an authorised Nestlé distributor operating in Chennai. Primary data were collected from 120 respondents using a structured Likert-scale questionnaire and analysed through descriptive and inferential statistical tools including One-Sample T-Test, One-Way ANOVA, Independent Two-Sample T- Test, and Pearson Correlation Analysis. Findings reveal that income level is the most significant demographic differentiator of buying behaviour (F = 3.025, p = 0.021), while age and gender do not exert statistically significant influences. A very strong positive correlation (r = 0.904) exists between customer expectations, brand preference, and buying behaviour. The study concludes that sustained FMCG success depends on consistent product quality, transparent safety standards, culturally sensitive marketing, and value-driven pricing strategies, with income-based segmentation identified as the most impactful approach for Sri Alpha Distribution and Nestlé in the Chennai market