Factors Influencing the Purchase Decision of Fast Moving Consumer Goods in the Rural Areas of Bangladesh: Evidence from Khulna District

Abstract

Purpose: This paper aims to identify the factors that influence the FMCGs purchase decision in the rural areas of Bangladesh. In addition the study measures the impact of each factor on FMCGs purchase decision.
Design/Methodology/Approach: The study sample consisted of 150 rural consumers selected based on convenient sampling method. Data was collected using self administered questionnaire via personal visit to the consumers. Factor analysis was applied to identify the factors and later multiple regression analysis was done to measure the impact of each factor on FMCGs purchase decision.
Findings: Factor analysis revealed that 24 variables loaded on 9 factors. Among 9 factors Retailers Recommendations, Sales Promotion, Product Attribute, Life Style and Product Quality were found statistically significant in explaining 58.1% variation in the FMCGs purchase decision in rural areas of Bangladesh.
Practical Implications: The study findings bring some suggestions for the marketers who want to develop product and execute marketing plan for rural consumers.
Originality/Value: This study contributes to the body of empirical research on rural consumers because scholars of FMCG products regularly explore the urban consumer behaviors whereas the rural consumer behaviors are understudied.