Impact of Brand-Related Factors on Consumers’ Impulsive Buying Behaviour: Evidence from the Fmcg Sector in Tiruchirappalli City

Abstract

The present study examines the impact of brand-related factors on consumers’ impulsive buying behaviour towards Fast-Moving Consumer Goods (FMCG) products in Tiruchirappalli City. In the highly competitive FMCG market, consumers are exposed to numerous brands, attractive packaging, promotional offers, advertisements and other marketing stimuli that may influence spontaneous purchasing decisions. The study specifically focuses on five major brand-related factors, namely brand awareness, brand image, brand loyalty, brand packaging and visual appeal, and brand promotion and advertising, and examines their influence on consumers’ impulsive buying behaviour. The study adopts a descriptive and analytical research design and is based on primary data collected from 175 consumers in Tiruchirappalli City through a structured questionnaire. Percentage analysis, Chi-square test, One-Way ANOVA and Multiple Regression Analysis are employed to analyse the data. The findings reveal that gender, age, monthly family income, occupation and frequency of FMCG purchase have significant associations with impulsive buying behaviour, whereas educational qualification, FMCG product category and place of purchase do not show significant associations. The ANOVA results indicate significant differences in impulsive buying behaviour based on age, income, occupation and purchase frequency. The regression analysis establishes that all five brand-related factors have a positive and statistically significant influence on impulsive buying behaviour. Brand image emerges as the strongest predictor, followed by brand packaging and visual appeal, brand awareness, brand promotion and advertising, and brand loyalty. The regression model explains 61.1% of the variation in impulsive buying behaviour. The study concludes that an integrated branding strategy can significantly influence spontaneous FMCG purchasing decisions and provides useful implications for FMCG manufacturers, marketers and retailers.