An Analysis of the Determinants of Consumer Purchase Behavior Towards Green FMCG Products

-- Manvinder Singh Tandon and Vaishali Sethi

Prevention of pollution and degradation of the environment has been a global concern. In order to explore the influence of the traditional marketing-mix elements, satisfaction and lifestyle on the attitude and purchasing intentions of consumers of green products, specifically Fast Moving Consumer Goods (FMCG), the present study has been undertaken to understand the concept of green marketing and to identify which factors play an important role in influencing consumers to purchase green products. The data for the study has been collected through an administered questionnaire from a sample size of 119 from Delhi NCR region. Random and convenient sampling was administered in the study. The reliability of the questionnaire as a whole is 0.935. It can be seen that maximum awareness regarding green marketing lies with the age group of between 18 and 24 years, followed by 25 and 34 years. Factor analysis was performed to reduce these impact variables into five factors. The main five factors which emerged from factor analysis are environment friendliness, positive inclination towards green products, social appeal, accessibility and green marketing elements. Positive inclination towards green products showed a greater influence among all of the factors, which indicates that marketing managers should concern themselves with the superior value of the eco-friendly products. Our study shows that consumers are influenced by earlier levels of satisfaction and advertising. So managers should not only continue with eco-friendly promotion campaigns but also adopt more green displays in supermarkets in order to create intention because people with income buy more products based on unplanned decisions.

© 2017 IUP. All Rights Reserved.

Indian Automobile Industry and Effective Advertising: A Qualitative Analysis

--Prateek Maheshwari, Anoop Kumar Gupta and Nitin Seth

The automobile industry in India is highly competitive and technology-driven. In such an aggressive business scenario, ensuring the success of an advertisement campaign is critical for a company’s success as huge advertisement budgets are involved. The purpose of the study is to recognize specific drivers of effective advertising for the Indian automobile sector in the context of print media using a qualitative research approach. A structured Delphi technique was implemented to identify specific drivers of effective advertising for the automobile sector. 32 drivers of effective advertising are narrowed down and refined through a structured Delphi to finalize specific 13 drivers of effective advertising for the Indian automobile sector in the print media context. Recognition of 13 specific drivers of effective advertising will help advertisers and marketing managers to be focused while designing advertisement campaign in the Indian print setting. It will also ensure formulation of effective media and message strategies which will lead to long-term business growth for the Indian automobile manufactures. The study demonstrates how a qualitative research tool, viz., Delphi technique can be successfully used to investigate the dynamic field of advertisement effectiveness.

© 2017 IUP. All Rights Reserved.

A study of Consumer Behavior Towards Organic Food and the Moderating Effects of Health Consciousness

--Neha Singhal

The last two decades have witnessed growing environmental awareness along with health and food safety concerns which have led people to question modern agricultural practices. This could be seen in the increasing demand for organic produce, which is considered as less harmful to the environment and healthier than their conventional counterparts (Schifferstein, 1998; and Williams, 2001). Organic foods claim to help serve several benefits including healthiness and sustainable production. But they largely lack customer support and thus less market demand due to the lack of knowledge, trust and information about such food products. The present study is an attempt to find out consumer behavior towards organic food and the role of health consciousness as the moderating variable. The idea is to address the research gap in the extant literature wherein studies have primarily focused on factors influencing the growth of organic foods such as product acceptance, information, higher income, willingness to pay premium price and ethical consumption.

© 2017 IUP. All Rights Reserved.