A Study on Socio-demographic Factors Influencing Customers’ Attitude in Purchasing FMCG Branded Products with Special Reference to Chennai, Tamil Nadu

The research study focuses on demographical factors influencing consumers’ attitudes toward purchasing Fast Moving Consumer Goods-branded products. In recent decades, the development, contribution, and scope of FMCG products have increased. The study took demographical factors (gender, age, education, occupation, and family monthly income) to measure the effect on determining the consumers’ attitudes towards purchasing FMCG-branded products in Chennai City. A statistical tool (ANOVA and percentage method) was used to test the attitude toward FMCG-branded products. The research variables were product features, advertisements, pricing, sales and promotion, availability of the products, and payment methods. This research used primary as well as secondary data. Descriptive research was taken to investigate factors influencing customers’ attitudes toward purchasing FMCG-branded products, with special reference to Chennai city.