An Investigation of Personal and Social Factors Influences Consumer Behaviour for Selected FMCG
Consumers are unique in themselves; they have needs and want which are varied and diverse from one another;
and they have different consumption patterns and consumption behaviour. The way in which different people behave in a
particular situation depends on various factors. These factors can be age, gender, income, education, taste and other factors.
The behaviour of a consumer is influenced by these factors while involved in a purchase process. The factors that influence
consumer behaviour can be classified into internal factors (individual’s factors) and external (environmental factors). The
external factors do not influences the purchasing decision process of consumer directly. The study the focus on the different
factors that influences consumer behaviour for selected FMCG product in rural hamirpur district of Himachal Pradesh.
Key words - Consumer Behaviour, Factors, internal and external factors, Fast Moving Consumer Goods FMCG.