An Empirical Analysis of Consumer Impulsivity and its Effect on FMCG Customer Satisfaction in Kallakurichi, Tamil Nadu

Abstract

Introduction: The study explores the impact of consumer impulsive behaviour on customer satisfaction with FMCG products in the emerging district of Kallakurichi, Tamil Nadu. The rationale for this investigation stems from the district's rapid economic growth, rising consumer purchasing power, and the significance of understanding consumer behaviour in such evolving markets.
Materials and Methods Used: A descriptive research design was employed, utilizing both primary and secondary data collection methods. A questionnaire was distributed among 400 respondents in the Kallakurichi district, with 391 valid responses received. Random sampling technique was adopted, and statistical analyses were performed using SPSS Version 21, including measures of central tendency, structural equation modelling, and Cronbach's alpha for internal consistency.
Results: The findings indicate a strong inclination towards impulse buying tendencies among consumers, with a notable influence on customer satisfaction. Impulse purchases were driven by enticing promotions and optimized product placements, while transparent information and a seamless shopping experience addressed decision-making concerns. Enhancements in product quality and pricing strategies positively influenced satisfaction levels, with effective communication mitigating negative perceptions.
Conclusion: In conclusion, leveraging impulse buying tendencies by understanding consumer motivations and tailoring marketing strategies accordingly is key to capitalizing on spontaneous purchases. Addressing decision-making concerns, enhancing satisfaction and perception, nurturing brand loyalty, and optimizing post-purchase experiences are crucial for fostering enduring customer relationships and maintaining a positive brand reputation in the competitive FMCG market. Implementing these strategies enables businesses to effectively harness impulse buying tendencies and cultivate customer loyalty for sustained success in evolving market landscapes.