This is to certify that Ms.
Vedika Sandip Ghadigaonkar has worked and duly completed her Project
Work for the degree of Bachelor of Commerce under the Faculty of Commerce in the subject of
Marketing and her project is entitled, “A Study on Consumer Behaviour” under my supervision.
I further certify that the entire work has been done by the learner under my guidance and that no
part of it has been submitted previously for any Degree or Diploma of any University.
Prof. Atish Waghchaure
Research Guide
I, the undersigned, Ms. Vedika Sandip Ghadigaonkar, hereby declare that the work embodied in
this project titled “A Study on Consumer Behaviour”, forms my own contribution to the research
work carried out under the guidance of Prof. Atish Waghchaure. It is a result of my own research
work and has not been previously submitted to any other university for any other Degree/Diploma.
Vedika Sandip Ghadigaonkar
Research Student
I take this opportunity to thank Dr. Homi Bhabha State University for allowing me to undertake this
project. I express my gratitude to my Principal, Dr. Shriniwas Dhure, for providing the facilities
required to complete this work. My sincere thanks to my Research Guide, Prof. Atish Waghchaure,
for his constant guidance and valuable inputs. Finally, heartfelt thanks to my parents and friends for
their encouragement and support throughout this project.
Consumer behaviour is the study of how individuals make decisions to spend their available
resources—time, money, and effort—on consumption-related items. This project examines the
consumer behaviour patterns towards Fast-Moving Consumer Goods (FMCG) in India, with a focus
on understanding factors such as brand loyalty, perception, motivation, cultural influences, and
post-purchase evaluation. The research highlights how price, quality, and advertising affect
purchasing decisions among different demographic groups. Insights derived can help marketers
develop targeted strategies to enhance customer satisfaction and loyalty.
Consumer behaviour refers to the actions and decision processes of people who purchase goods
and services. It encompasses not just what consumers buy but also why, when, and how often they
buy. Understanding consumer behaviour is essential for businesses to tailor their marketing mix
effectively.
Factors Influencing Consumer Behaviour include:
1. Cultural factors – culture, subculture, and social class.
2. Social factors – reference groups, family, and social roles.
3. Personal factors – age, occupation, income, and lifestyle.
4. Psychological factors – motivation, perception, beliefs, and attitudes.
Numerous studies have explored the link between consumer psychology and marketing
effectiveness. Researchers highlight that emotional engagement and perceived value are stronger
predictors of purchase intention than price alone. Studies also show that digital platforms
increasingly shape consumer decision-making, especially among younger demographics.
Research Design: Descriptive and exploratory.
Sample Size: 100 respondents across urban and semi-urban regions.
Data Collection: Structured questionnaires.
Analysis Techniques: Descriptive statistics, cross-tabulation, and graphical interpretation.
Data analysis indicates that quality, price, and brand image are the top factors influencing
consumer buying decisions. Most consumers prefer brands they are emotionally attached to and
tend to remain loyal if the product maintains consistent quality. Advertising and social media
presence also significantly affect purchase decisions.
The study concludes that consumer behaviour is influenced by multiple interrelated factors.
Businesses should focus on understanding customer needs and providing value through product
quality and brand experience. Recommendations include:
1. Enhancing digital marketing engagement.
2. Maintaining transparent communication.
3. Continuously innovating products based on consumer feedback.
1. Kotler, P., & Keller, K. (2021). Marketing Management. Pearson Education.
2. Schiffman, L., & Kanuk, L. (2019). Consumer Behavior. Prentice Hall.
3. Solomon, M. (2020). Consumer Behavior: Buying, Having, and Being. Pearson.