LITRETURE REVIEW

One of such studies of consumer buying behaviour has been conducted by Acebron et al
(2000). The aim of the study was to analyze the impact of previous experience on buying behaviour
of fresh foods, particularly mussels. In their studies the authors used structural equation model in
order to identify the relationship between the habits and previous experience on the consumer
buying decision. Their findings show that personal habits and previous experience on of the
consumers have a direct impact on the consumers’ purchase decision in the example of purchasing
fresh mussels. They also found that the image of the product has a crucial impact on the purchasing
decision of the consumer and further recommended that the product image should continuously be
improved in order to encourage the consumers towards purchasing.
Another study conducted by Variawa (2010) analyzed the influence of packaging on
consumer decision making process for Fast Moving Consumer Goods. The aim of the research
was to analyze the impact of packaging for decision making processes of low-income consumers
in retail shopping. A survey method has been used in order to reach the research objectives. In a
survey conducted in Star Hyper in the town of Canterville 250 respondents participated. The
findings of the research indicate that low-income consumers have more preferences towards
premium packaging as this can also be re-used after the product has been consumed. Although the
findings indicate that there is a weak relationship between the product packaging and brand
experience. However, it has been proven by the findings of the research that low-income
consumers have greater brand experience from the purchase of ‘premium’ products when
compared to their experience from purchasing ‘cheap’ brand products.
Lee (2005) carried out study to learn the five stages of consumer decision making process in
the example of China. The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular demographic effects such as
gender, education, income and marital status. The author employed questionnaire method in order
to reach the objectives of the research. Analysis of five stages of consumer decision making
process indicate that impact of family members on the consumer decision making process of
purchasing imported health food products was significant.
The author further explains this by the fact Chinese tradition of taking care of young and old
family members have long been developed and marriage is considered to be extremely important
in Chinese tradition. This reflects in the findings of the study that the purchase of imported health
food products made by a person for the people outside the family is declined significantly by both
male and female Chinese after they get married.
Consumer Behaviour Christopher (1989) studied the shopping habits of consumers to form
an idea of whether or not the store concepts, product ranges and strategies of the companies are
appropriate towards consumer requirements. He believed that consumer behaviours are
unpredictable and changing continuously changing; while trying to under try to understand how
individual or group make their decision to spend their available resources on consumption-related
items. These are factors that influence the consumer before, during, and after a purchase
(Schiffiman and Kanuk, 1997), for example, feedback, from other customers, packing,
advertising, product appearance, and price (Peter & Olsonetc, 2005).
 Priti Salvi in a study tested the effectiveness of different sales promotion tools namely
price off, one plus one free through Fried man T test. Price discounts and product free offers were
both found effective in inducing the customers to Spending more in their purchase at the stores.
However the Buy one get one and product free offers found to be more effective than that of the
price discounts in motivating the customers in making their buying decision.

Gopal Das and Rohit vishal kumar 2009 conducted a study to measure the impact of
sales promotion in consumers buying decisions in the long run. It is proved that the customers are
not loyal to a particular brand and tend to switch brands to meet their personal benefits. Results
show that the probability of re-purchase is more only when the customers get the same promotional
benefit in the future also. It shows that the retail promotion plays a limited role in influencing
consumer buying decisions in the Long run.

Dev Narayan Sarkar and Gagan Pareek in their research paper titled “Rural
marketing mix in Bhutan: An FMCG Perspective” tells about the comprehensive ex post facto
qualitative and quantitative study of the 4Ps/4As of rural marketing in Bhutan. The qualitative
survey has been conducted among the national distributors operating in Bhutan and the quantitative
survey has been conducted among the 100 wholesalers on the factors identified through the
qualitative survey. For the analysis, correlation has been used between the factors with calculation
Pearson correlation co-efficient and two tailed measure of significance. From the analysis the
researchers conclude that any marketer who want to tap the rural markets of Bhutan should
penetrate the district with higher ranking before going on to the next highest ranked district. This
is helps in owing to the potential for sales as well as ease of reach and promotion.

Venkatesh Shankar and Ruth. N. Bolton in their research paper titled “An empirical
analysis of determinants of Retailer pricing strategy” tells about determinants of retailers
pricing decisions and strategies for different brands, stores, markets, customers and competitive
situations. The researchers develops a simultaneous model for four dimensions (price consistency,
price promotion intensity, price promotion co-ordination, relative brand price) to brands, stores,
markets, customers and competitive characteristics and estimate it using 1364 brand store
combinations from six categories of consumer packaged goods in five U.S markets over a period
of two years. From the analysis the researchers finds that the four dimensions (price consistency,
price promotion intensity, price promotion co-ordination, relative brand price) are statistically
related to storability and necessability, competitor price, chain positioning, store size and
assortment, brand preference and advertising, own price (customer factors).The researchers
conclude that those findings are very useful to retailers to profile alternative pricing strategies and
to manufacturers to customize the level of marketing support spending for different retailers and
different to each of them based on category.

M. Sathish and K. P. Naachimuthu in their research paper titled “Effectiveness of sales

promotion in FMCG Retail stores in Coimbatore city” is about to find out the effectiveness of
sales promotion provided by FMCG Retail stores. The researchers used descriptive study and
Proportionate stratified sampling technique to select the samples and the sample size was 106 retail
stores. They questioned customers about their awareness level, shopping frequency and attitude
towards sales promotion. From the survey, the researchers found that price discounts and buy one
get one offers provided by the stores are liked by people and most effective. And people are loyal
and do not prefer switch stores based on the promotion. Finally, the researchers conclude that the
study will help the retailers to evaluate their promotion strategies to attract the customers by giving
a better promotion.