Exploring The Buying Culture and Acceptance of Innovative FMCG Products in Palakkad District

Abstract

FMCGs (Fast Moving Consumer Goods) market in India is fast changing, not only with the shift in Indian demographic segments of India. Manufacturers and marketers of FMCGs adopt tailored strategies to attract and influence the buying of innovative products among consumers. This article to aims to assess the FMCGs buying behaviours among Consumers in Palakkad district and to measure the consumers' attitude towards the acceptance of innovation introduced in FMCGs and their satisfaction with the innovation introduced. The article is exploratory and descriptive in nature. The authors adopted qualitative and quantitative techniques for data analysis and for drawing interpretations. The researcher distributed 250 questionnaires in the urban regions of Palakkad district in Kerala and succeeded in collecting 225 fully-filled in questionnaires from the respondents i.e., FMCGs consumers residing in Palakkad district. Found that 92 per cent of the sample consumers appreciated the innovation incorporated in a specific product design (changes in the shape and style of the product). FMCGs consumers claimed satisfaction with the innovation in FMCGs products' design (changes in the shape & style of the product) (87.91 per cent). It was concluded that there exists an association between the type of FMCGs innovation encountered by them and their post-purchase satisfaction realised by them. The article concluded with an awakening thought that FMCGs' buyer market is huge and completely different from other Asian and Western country buyers, as consumers are divided into different segments based on their demographic status, social class, regional impurities, religious practices, caste system, and various psychological aspects. The authors suggest that FMCGs manufacturers and marketers to understand the above-mentioned criteria while introducing a new product or innovative products in a specific segment and innovation should be combined with health, product features (natural /herbal etc.,) and environment-conscious features, to attract the buyer segment across all geographical regions and social segments.