A STUDY ON THE INFLUENCE OF CONSUMER LIFESTYLE OVER THE BUYING BEHAVIOUR TOWARDS FMCG PRODUCTS: SPECIAL REFERENCE TO DABUR

Consumer Lifestyle has gone through changes in the most recent decades and considered as an individual variable known to impact the Buyer Decision Process. Life style has been considered to be the fundamental idea for understanding consumer behaviour and exhibiting the attributes that are more modernized than personality and more far reaching than individual values. The purpose of the study is to inspect the shopper way of life towards Fast- Moving Consumer Goods items specifically Dabur comprising of different sections, for example, Dabur Dental care, Dabur hair care, Dabur child care and Dabur Home care items. The sample size considered in the study was taken to be 200 who were the random visitors at Big Bazaar outlets across Delhi/NCR and the questionnaire was administered to collect the primary data to study the consumer lifestyle towards Fast-Moving Consumer Goods products only Dabur. Based on the study, the consumers have been classified as per Values Attitude and Lifestyle (VALS) Framework. VALS Model, one of the fundamental structures for categorizing customers in agreement to their lifestyle which has been utilized in this exploration for consumer segmentation essentially on three types of intangible aspects i.e. values, attitude and lifestyle.