FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS THE CONSUMPTION OF FOREIGN FMCG PRODUCTS

Purpose: Understanding how consumers feel about buying Fast-Moving Consumer Goods (FMCG) from other countries is an important topic for researchers around the world. The goal of this investigation is to identify the elements determining consumer preferences.   Methodology: This study uses analysis of variance (ANOVA) to determine the relevance of the factors determining customers' preferences towards foreign FMCG items. In order to investigate the effects of several variables, including cultural considerations (F1), cost considerations (F2), societal consequences (F3), goods specifications (F4), self-related characteristics (F5) and emotional determinants (F6), the study employs information gathered from a sample of 250 customers. This study determines which variables possess the biggest effects on consumer behaviour by using ANOVA. The relative significance of these factors in influencing customer preferences can be determined through a systematic examination of the variation in these components and their corresponding stages, made possible by ANOVA.   Findings: It was discovered that although F2 had no discernible impact on the decision to buy, factors such F1, F3, F4, F5 and F6 had a beneficial effect on consumer behaviour. The most important variable affecting how FMCG product consumers behaved was factor F1.