Purchase Intention and Satisfaction of FMCG Shoppers: Empirical Analysis from a Post-COVID-19 Outlook

Shaply Abdul Kareem, D. Yuvaraj, S. Aswini Priya, Pulidindi Venugopal and S. Anjani Devi

Chapter 2 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 23-39 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Over the years, prior to the pandemic, the growth of fast-moving consumer goods (FMCG) products increased rapidly, with an increased number of product categories. Though the growth rate was lower in the middle of 2018, the industry managed to sustain itself by lowering the cost of its products and increasing its supplies. The industry again faced a recession during the global pandemic, as there was only demand for disinfectants and hand sanitizers. Hence, this research intends to determine the factors swaying the perception of FMCG buyers after COVID-19. In addition to this objective, the study also determines the satisfaction level of FMCG buyers across unorganized and organized retail outlets in specific provinces of Tamil Nadu. The reliability of the survey instrument was tested by carrying out a pilot study in which 20 FMCG shoppers were chosen to respond to the survey after the COVID-19 pandemic. The results indicated that the instrument is reliable and was thus used further for the final study. A total of 158 FMCG shoppers were included in the final study. The study found that factors such as word of mouth (WoM) and perceived value positively influenced the purchase intention of customers, which in turn impacted their satisfaction levels when purchasing in unorganized or organized stores in the post-COVID-19 scenario. However, factors such as trust and perceived risk did not influence the purchase intentions of consumers after the COVID-19 pandemic.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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