THE STUDY OF IMPACT OF COVID-19 ON FACTORS AFFECTING THE CONSUMER PURCHASE BEHAVIOR OF FMCG PRODUCTS

Abstract

Customer preference is becoming vital factor for customers buying decision making in FMCG. Inthe massive market of FMCG, customers are building their own preference for the final decision making, being affected by various factors. In the dynamic market of low involvement product, the widespread goal is to increase market share, gain customers and sustain in the market which can be achieved by strengthening the company position in the market. This research article concentrates on factors influencing customer preference. The present study examines several factors influencing customer preference”.