The researcher used to observe the FMCG retail outlet customers very closely while visiting the shop as a customer and as a friend of some of the shop owners, that the retail FMCG customers very easily gets involved into brand hopping. They used to pick up a particular brand, observe for a moment, think for a while and used to keep that brand at its place and buy some different brand. This triggered the research insight into the mind of the researcher, that why this must have happened? What exactly the buyer must have thought or observed before buying or keeping back the particular brand? Are these thought different for different categories of products? And researcher decided to explore the reasons behind these acts which might prove to be helpful insights for management of FMCG organizations.
Volume 12 | 08-Special Issue
Pages: 582-587
DOI: 10.5373/JARDCS/V12SP8/20202558