TAMIL NADU NATIONAL LAW UNIVERSITY, TIRUCHIRAPPALLI

RESEARCH TOOLS

RESEARCH PROJECT

“STUDY ON CONSUMER PREFERENCES TOWARDS FAST MOVING

CONSUMER GOODS (FMCG) WITH SPECIAL REFERENCE TO
TOOTHPASTE”

The research project is submitted in part fulfillment of

The Degree of B.Com. L.L.B(Hons.)

At the Tamil Nadu National Law University, Tiruchirappalli

In February 2025

SUBMITTED BY:

Arul Murugan (BC0240007)

Dhivyaparvatha E (BC0240017)

Imraan Basha. I (BC0240025)

SUBMITTED TO:

Dr. T. S. Agilla,

Assistant Professor(Commerce), TNNLU

 ACKNOWLEDGEMENT

We would like to express our special thanks of gratitude to our professor DR.TS
AGILLA, as well as our Vice chancellor Prof. Dr. V. Nagaraj who gave us this
golden opportunity to do this wonderful project on the topic “STUDY ON
CONSUMER PREFERENCES TOWARDS FAST MOVING CONSUMER
GOODS (FMCG) WITH SPECIAL REFERENCE TO TOOTHPASTE”. We would
also like to thank our families and friends who extended their support while
making this project. Finally, we thank the almighty who gave us strength and
dedication to complete this project.
 DECLARATION

“We, Arul Murugan (BC0240007), Dhivyaparvatha E (BC0240017), Imraan Basha. I

(BC0240025), hereby declare that this research paper /research project work entitled “STUDY
ON COSNUMER BEHAVIOUR TOWARDS FAST MOVING COSNUMER GOODS WITH
SPECIAL REFERENCE TO TOOTHPASTE” has been originally carried out by us under the
guidance and supervision of, Dr.T.S. Agilla, Assistant Professor of Commerce, Tamil Nadu
National Law University, Tiruchirappalli – 620 027. This work has not been submitted either in
whole or in part of any degree/ diploma at any university.”

PLACE: TIRUCHIRAPPALLI

DATE: 20. 02. 2025

Signature:

Candidate 1:

Arul Murugan

Candidate 2:

Dhivyaparvatha E

Candidate 3:

Imraan Basha. I
Contents
INTRODUCTION...........................................................................................................................................5
HYPOTHESIS:................................................................................................................................................8
TENTATIVE CHAPTERISATION:......................................................................................................................8
THEORETICAL FRAMEWORK OF CONSUMER BEHAVIOUR:..........................................................................9
2.1 CONSUMER:.......................................................................................................................................9
2.2 CONSUMER BEHAVIOR:.....................................................................................................................9
2.2.1 FACTORS INFLUENCING CONSUMER BEHAVIOR:......................................................................10
2.2.2 Consumer Behavior towards FMCG Products...........................................................................11
2.2.3 Consumer Behavior towards Toothpaste:.................................................................................12
ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS TOOTHPASTE:..............................................................13
CONCLUSION:............................................................................................................................................24
REFERENCES..............................................................................................................................................25
 STUDY ON CONSUMER PREFERNCE TOWARDS FAST
MOVING CONSUMER GOODS (FMCG) WITH SPECIAL
REFERENCE TO TOOTHPASTE

ABSTRACT

The project utilizes statistical techniques like chi-square tests to examine consumer preferences
towards Fast Moving Consumer Goods (FMCG) with special reference to toothpaste. The main
objective is to find the key elements that affect consumer purchasing decisions such as income of
the respondents, price, health consciousness, advertising. Structured interview schedule will be
used with a broad demographic considered.

CHAPTER-1 INTRODUCTION

Fast Moving Consumer Goods (FMCG), also known as consumer packaged goods or
convenience goods refer to the general products used by the consumers in their day to day life
which is a highly competitive sector driven by brand loyalty and high rates of consumption.
They include everyday products like food, beverages, personal care goods and are essential for
day-to-day activities. These products are undue need of a normal human being to survive his day
to day life. Thus, the behvaiour of consumers towards these products are not as same as other
products.

Oxford reference has defined fast moving consumer goods as “Products that moves off the
shelves of retail shops quickly, which therefore requires constant replenishing. Fast moving
consumer goods include standard groceries etc., sold in supermarkets as well as records and
tapes sold in the music shops”1

Toothpaste is an example of the product in this sector used by billions across the globe.
Toothpaste purchasing is influenced by various advertising strategies involved. There are so
many brands selling different variety of toothpaste. Thus, the consumer has varied choices on the

1
“Fast Moving Consumer Goods”, Oxford Reference in A Dictionary of Business and Managment, Oxford UP, Web,
20 Feb 2025
basis of which there is need to understand the behaviour of the consumer towards the purchase of
toothpaste. Understanding consumer preferences towards toothpaste brands helps these
companies to design their products in a way that captures the market. The preference of the
consumers are influenced by various factors. In this project , those factors are analyzed and
consumer preferences are collected based on those factors, and statistical tools are used to
identify key factors driving consumers to buy a product.

RESEARCH PROBLEM

1. To identify the key factors influencing the consumer behaviour towards toothpaste.
2. To study the effect of demographic variables on the consumer behaviour towards
toothpaste.

REVIEW OF LITERATURE

1. S.Acharya et al,2

This research article deals with consumer behaviour in choosing one particular toothpaste
in Indore city of India. This article establishes various inferences with the help of statistical tools
and convenient random sampling method. The inference made by the researchers is that there is
no influence of external factors except brand loyalty of the consumers in purchasing of
toothpaste. There is a scope for research in the lines of possibility for other factors to influence
the minds of conusmers in the purchase of toothpaste.

2. Septiani ,Stevia et al,3

This article deals with the research undertaken in the greater Jakarta area to understand
the psychological factors influencing the consumption pattern of the consumers regarding herbal
toothpastes. The research also attempts to make a distinction between the male psychology and
female psychology in choosing a herbal toothpaste brands. Various statistical tools such as non-
probability sampling, convenience sampling, correlation, regression analysis has been used.

2
S.Acharya et al, “Consumer buying behavior towards toothpaste”, International Journal of Computer Sciences
and Engineering, Vol 6 Issue 9 (2018), pp 74 – 82.
3
Septiani ,Stevia et al, “Choosing Herbal Toothpaste: Study on Consumer Behavior and Preferences in the Greater
Jakarta Area”, Jurnal Aplikasi Manajemen dan Bisnis, Vol 8 Issue 3 (2012), pp 758 – 768.
There is scope for research due to the need for proving the distinction of gender psychology in
the consumption of a fast moving consumer good, toothpaste.

RESEARCH OBJECTIVES:

1. To study the consumer behaviour towards fast moving goods.

2. To identify the factors influencing the consumer behaviour towards
toothpaste.
3. To study the relationship between the income and purchase of toothpaste by
the consumers.

RESEARCH METHODOLOGY

Data collection:

Primary data has been collected from the respondents through interview schedule. Secondary
data is collected from research articles journals and books.

Sampling:

Through Non Random Sampling, 100 Samples has been collected from the respondents
belonging to the Tiruchirappalli. Convenience Sampling technique is used to select the samples.

Statistical tools used:

1. The percentage analysis were used to analyze the data.

2. Chi Square test has been used to test the hypothesis.

Limitations:

Due to time constraints, the researchers were not be able to collect more data. Thus, the sample
size is limited to 50.
 HYPOTHESIS:
Null Hypothesis:

H0 – There is no significant relationship between the income of the respondents and the
frequency of the purchase of toothpaste.

Alternative Hypothesis:

H1 – There is a significant relationship between the income of the respondents and the frequency
of the purchase of the toothpaste.

TENTATIVE CHAPTERISATION:

Chapter I – Introduction

Chapter II – Theoretical framework of consumer behaviour.

Chapter III – Analysis of consumer behavior towards toothpaste.

Chapter IV – Findings, Suggestions and Conclusion.

 CHAPTER II

CHAPTER-2 THEORETICAL FRAMEWORK OF CONSUMER

BEHAVIOUR:

2.1 CONSUMER:

Consumers are human beings who has different approach to different products and at
different times. In order to understand the behavious of consumer, one should know who the
consumer is first. Consumer is one who uses the product. The terms consumer and customer are
used interchangeably but there is a slight variation. Customer refers to the one who buys the
product and consumer refers to the person who uses the product. It is not necessary that the
customer must be the consumer all the times. For example, a father may buy a chocolate to his
son. Here the father is a customer and son is the consumer.
The Cambridge Dictionary defines consumer as “a person who buys goods or services by their
own use”.4

2.2 CONSUMER BEHAVIOR:

Consumer behaviour refers to the study of how consumer approach, buy, decide to purchase and
use a product. The concept of consumer behaviour is not constant. The consumer has varied
approach to different brands of same product line at times. They may buy certain products based
on their, some based on social status, some based on the trend. There are various factors which
influence the consumer behaviour towards a particular product. Consumers are driven by various
factors that attract them and they are rational aswell.

Consumer Behaviour is defined as follows,

“Consumer Behaviour is all psychological, social and physical behaviour of potential customer
as they become aware of, evaluate purchase, consume and tell other people about products and
services”5.

Thus, it is at the discretion of the consumer, their psychological and social factors that drive them
to purchase a product and spread the information about it. There are many factors incuding price,
4
“Consumer”, Cambridge Dictionary, Cambridge UP, Web, 20 Feb 2025.
5
Nair Rajan N, Nair Sanjith R. “Consumer Behaviour”, Marketing. 7th ed. 2012
brand, offers, quality, extra benefits, gifts and many more which drive or influence a cosnuemr to
buy a product. Further, consumption is also driven by various psychological factors. A person
may buy a product and never use it due to his demand. Mere demand doesn’t implies that he
would consume the product. Further, time is also an important factor driving the consumer
behaviour towards a particular product.

2.2.1 FACTORS INFLUENCING CONSUMER BEHAVIOR:

Consumer behaviour is a process through which the consumer interacts with the environment
inorder to make a decision of a product. “A Buyer’s purchase decisions are highly influenced by
the social, personal and psychological factors”6

There are various factors apart from the features of the product such as cultural factors, social
factors, personal factors and psychological factors.

 CULTURAL FACTORS:

“It refers to a set of learned beliefs, values, attitudes, morals, customs, habits and forms of
behaviour that are shared by a society”7.

For instance, if a consumer was brought up in a situation where he or she was not allowed to or
taught not to use a certain product or consumer he would continue to do so due to the cultural
pressure he has.

 SOCIAL FACTORS:

Social factors refers to the social relations a consumer holds that influences his or her purchase
decisions. Since man is a social animal he tend to be influenced by the words of his peers which
includes family, friends, acquaintances and many more. The most influential social factor is the
family of one. Since they live under the same roof, family members exert more power, pressure
and influence on a buyer or consumer.

6
Nair Rajan N, Nair Sanjith R. “Consumer Behaviour”, Marketing. 7th ed. 2012

7
Nair Rajan N, Nair Sanjith R. “Consumer Behaviour”, Marketing. 7th ed. 2012
  PERSONAL FACTORS:

A person’s decision is influenced by himself as well. The important personal factor is age. One
may not get the satisfaction from the same product throughout his lifecycle. For Instance, a 40
year old may not get the same satisfaction from a glass of milk as a 4 year old gets. This is
known as the lifecycle of a consumer. In early stage, they will not be able to make their own
decision. “In the next stage, buyers not only make the decision but also influence other’s buying
decisions. In the later stage of life cycle, they are back to the early stages.”8

 PSYCHOLOGICAL FACTORS:

There are various psychological factors which drives the consumer beaviours such as motivation,
perception about the product, self – needs, social needs, self-esteem, social status and many
more.

Further more, the consumer behaviour is also influenced by various economic theories related to
satisfaction of the product and the utility of the product such as the Diminishing Marginal Utiity
Theory as illustrated by the Welfare Economist Alfred Marshall. In that case, if the consumer has
reached maximum satisfaction from a product, his utility reduces and the need to purchase that
product further reduces.

2.2.2 Consumer Behavior towards FMCG Products.

The approach of consumers towards FMCG is not the same as other product. Since the FMCG
products are almost essential goods, the consumer has a varied approach to it. FMCG is a market
which is subject to frequent purchases, thus the consumers sometimes go for the product which is
available at that moment and in certain products they choose the familiar brands inorder to
embrace a safe consumption.

“FMCG products are important to people in their daily lives. Its value is to give people personal
advantages”9

Thus, the consumers hope for a personalized experience form the product and the behaviour is
completely different from other products. In this product, the influence of other factors is subject
8

9
Raghuram R, Raja, Balasubramanian G; “A Study on Consumer Behaviour of FMCG Products”, Journal of
Positive School Psychology, Vol 6 No 7 (2022), pp 5758 – 5763. https://journalppw.com/
only to the consumer’s discretion and approach. If the consumer allows other factors to influence
him, he will purchase the goods as per that influence. If he is not influenced easily, he purchase
the product as per his need and essential want. One cannot survive without essential goods.

In this research project, the consumer behaviour is studies in special reference to toothpaste,
which is a product used by everyone everyday on a usual basis. This product is taken because it
is an inevitable part of a day.

2.2.3 Consumer Behavior towards Toothpaste:

Toothpaste is a FMCG product used by billion across the globe every day. It is an inevitable
product in a day to day life. Thus, the consumer must be having a unique approach towards the
product which they use every day and need every day. Toothpaste is personalized according to
the age, choice, convenience of the consumer. They are various brands offering toothpaste with
different combination to kids and not that of adults. The margin of personal experience is high in
toothpaste. Toothpaste Industry is a very competitive sector where various players have their
own brand image and loyal customers. They also try to extend their market size by offering
discounts, price concessions, toys in case of kids toothpastes and as a new trend cash back offers
are also available in UPIs.

Thus, the chi square test is used to find the relationship between purchase of toothpaste and an
important influencing fact, that is income. Without income, one can’t purchase anything. The
analysis of relationship between purchase of the toothpaste and income of various respondents
has been given in the following chapter.
 CHAPTER III

CHAPTER-3 ANALYSIS OF CONSUMER BEHAVIOUR

TOWARDS TOOTHPASTE:

Table 3.1.
Gender of respondent
Gender Response Response in percentage
Male 28 56
Female 26 44
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above data we can infer that majority of the respondents are male who constitute 56%
of the Respondents whereas 44% of Respondents are female.

CONCLUSION

Hence, it could be inferred from the above table that male constitute the majority of respondents.

Table 3.2.
How many times do you use toothpaste in a day?
Times Response Response in percentage
Once 16 32
Twice 25 50
More than twice 9 18
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above data we can infer that majority of the respondents use toothpaste twice everyday
with 50% falling in that category whereas 32% of respondents use toothpaste once every day and
18% of the respondents use it more than twice.
CONCLUSION

Hence, it could be inferred from the above table that people who brush twice a day compared to
people who brush once in a day and more than twice a day.

Table 3.3.
What is your age?
Age Response Response in percentage
15 – 26 12 24
26 – 35 18 36
36 – 45 10 20
More than 45 10 20
Total 50 100
SOURCE: Primary Data

INFERENCE
From the above data we can infer that majority of the respondents lie in the age category of 26 –
35 with 36% of the respondents falling in that category. People in the age category of 15 – 26
form 24% of the respondents whereas those in the age category of 36 – 45 are 20% of the
respondents and those in the age category of more than 45 form 10% of the population.

CONCLUSION

Hence, it could be inferred from the above table that, the people belonging to age group of 26-35
constitute majority of respondents compared to other age groups.
Table 3.4.

What is the major factor which influences you to buy toothpaste?

Factor Response Response in percentage

Advertisement 2 4
Price 8 16
Quality 18 36
Health benefits 17 34
Others 5 10
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above data we can conclude that quality plays a major role in influencing consumers to
buy a toothpaste with 36% of the Respondents answering in the affirmative for it. Health benefits
also play a crucial role with 34% of the respondents answering positive for this factor. Price as an
influencing factor is selected by 16% of the respondents whereas 10% of the respondents have
chosen other factors as a influencing phenomenon. Advertisement is the least influencing factor
with only 4% of the respondents choosing it.

CONCLUSION

Hence, it could be inferred from the above table that majority of respondents are influenced by
the quality of toothpaste in them choosing the toothpaste product.
Table 3.5.
How often do you buy toothpaste?
Frequency Response Response in percentage
Weekly 11 22
Monthly 14 28
Depends on usage 18 36
Others 7 14
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above table we can analyse that majority of the Respondents buying toothpaste
depending on their consumption with 36% of the Respondents choosing it. Respondents also
replace their toothpaste on a monthly basis with 28% of the Respondents answering in the
affirmative for it. Respondents who replace their toothpaste weekly constitute about 22% of the
total responses whereas other factors constitute about 14% of the total responses.

CONCLUSION

Hence, it could be inferred from the above table that the number of respondents buy toothpaste
depending on the usage compared to buying it in regular intervals of time.

Table 3.6.
What is the reason for using this toothpaste?
Reason Response Response in percentage
Brand 8 16
Quality 17 34
Offers 5 10
Price 6 12
Others 14 28
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above data we can conclude that quality matters a lot while purchasing a toothpaste
with 34% of the respondents choosing it to be a major reason. Factors other than those
mentioned in the survey constitute about 28% of respondents whereas brand also plays a
determining factor with 16% of respondents choosing it. Price as a reason for purchase
constitutes about 12% of respondents whereas 10% of the respondents choose offers as a
determining reason.

CONCLUSION

Hence, it could be inferred from the above table that majority of respondents use quality as a
deciding factor in them choosing the toothpaste product.

Table 3.7.
What brand of toothpaste do you use?
Brand Response Response in percentage
Colgate 9 18
Meswak 10 20
Close up 13 26
Pepsodent 11 22
Others 7 14
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above data collected we can arrive at a CONCLUSION that Close up is used by 26% of
the Respondents. Pepsodent is used by 22% of the respondents whereas Meswak is used by 20%
of the respondents. Colgate is used by 18% of the respondents and brands other than those
above-mentioned form 14% of the respondents.

CONCLUSION

Hence, it could be inferred from the above table that the respondents prefer Pepsodent over other
brand of toothpastes.
Table 3.8.

How many members are in your family?

Number Response Response in
percentage
2 4 8
3 18 36
4 19 38
More than 4 9 18
Total 50 100
SOURCE: Primary Data

INFERENCE
From the above data collected we can conclude that majority of the respondents have 4 members
in their family with 38% falling under this category. Respondents with 3 members in their family
form 36% of the respondents whereas those with more than 4 family members form 18% of the
respondents.

CONCLUSION

Hence, it could be inferred from the above table that the majority of respondents have more than
4 members in their family.

Table 3.9.
What is your occupation?
Occupation Response Response in percentage
Private sector 13 26
Public sector 9 18
Professional 8 16
Entrepreneur 5 30
Other 15 10
Total 50 100
SOURCE: Primary Data
INFERENCE
From the above data we can conclude that majority of the Respondents are entrepreneurs with
30% of them falling under that category. 26% of respondents are employed in private sector
whereas those in public sector are 18% in number. 16% of respondents are professionals with
those in category other than those mentioned in the survey are 10% of the total respondents.

CONCLUSION

Hence, it could be inferred from the above table that majority of respondents are employed in
private sector compared to other sectors.

Table 3.10.
What is your level of education?
Level Response Response in percentage
School 10 20
Undergraduate 23 46
Postgraduate 15 30
Other 2 4
Total 50 100
SOURCE: Primary Data
INFERENCE
From the data collected we can conclude that 46% of the respondents are Undergraduates and
those with post graduate degrees form 30% of the total respondents. Those with primary level of
education are 20% in number whereas other respondents numbering 4% are those with degrees
than those mentioned above.

CONCLUSION
Hence, it could be inferred from the above table that majority of the respondents have a
educational qualification up to undergraduate level.
Table 3.11
What is your annual income?
Range of income Response Response in percentage
Below 5 lakhs 12 24
5 – 10 lakhs 17 34
10 – 15 lakhs 14 28
Above 15 lakhs 7 14
Total 50 100
SOURCE: Primary Data
INFERENCE
From the data collected we can arrive at a CONCLUSION that majority of the respondents
corresponding to 34% total respondents earn 5 – 10 lakhs as income. Those in the income
bracket of 10 – 15 lakhs form 28% of the total respondents. 24% of the respondents are earning
an income of below 5 lakhs whereas those earning above 15 lakhs form 14% of the total
respondents.

CONCLUSION

Hence, it could be inferred from the above table that majority of respondents have the income
range of 5-10 lakh.
Table 3.12

TABLE FOR ANNUAL INCOME AND FREQUENCY OF PURCHASE OF

TOOTHPASTE

ANNUAL
INCOME
WEEKLY MONTHLY DEPENDING OTHERS TOTAL
(IN RUPEES) ON USAGE

BELOW 5 5 6 7 6 24
LAKH

5 LAKH – 10 5 6 7 5 23
LAKH

10 LAKH – 15 5 7 8 5 25
LAKH

ABOVE 15 6 8 9 5 28
LAKH

TOTAL 21 27 31 21 100

EXPECTED FREQUENCIES ARE:

ROW ONE

E11 = 24 * 21 / 100 = 5.04

E12 = 24 * 27 / 100 = 6.48
E13 = 24 * 31 / 100 = 7.44
E14 = 24 * 21 / 100 = 5.04
ROW TWO
E21 = 23 * 21 / 100 = 4.83
E22 = 23 * 27 / 100 = 6.21
E23 = 23 * 31 / 100 = 7.13
E24 = 23 * 21 / 100 = 4.83

ROW THREE
E31 = 25 * 21 / 100 = 5.25
E32 = 25 * 27 / 100 = 6.75
E33 = 25 * 31 / 100 = 7.75
E34 = 25 * 21 / 100 = 5.25

ROW FOUR
E41 = 28 * 21 / 100 = 5.88
E42 = 28 * 27 / 100 = 7.56
E43 = 28 * 31 / 100 = 8.68
E44 = 28 * 21 / 100 = 5.88

EXPECTED FREQUENCY TABLE

5.04 6.48 7.44 5.04 24

4.83 6.21 7.13 4.83 23

5.25 6.75 7.75 5.25 25

5.88 7.56 8.68 5.88 28

 APPLYING THE χ2 TEST

O E (O – E) (O – E)2 (O – E)2/ E

5 5.04 -0.04 0.0016 0.00031

5 4.83 0.17 0.028 0.0057

5 5.25 -0.25 0.062 0.0118

6 5.88 0.12 0.014 0.0023

6 6.48 -0.48 0.230 0.0354

6 6.21 -0.21 0.044 0.0070

7 6.75 0.25 0.062 0.0091

8 7.56 0.44 0.193 0.0255

7 7.44 -0.44 0.193 0.0259

7 7.13 -0.13 0.016 0.0022

8 7.75 0.25 0.062 0.008

9 8.68 0.32 0.102 0.0117

6 5.04 0.96 0.921 0.1827

5 4.83 0.17 0.028 0.0057

5 5.25 -0.25 0.062 0.0118

Total = 5 5.88 -0.88 0.774 0.1316 ∑ (O –

E)2/ E =
0.47671
Degree of freedom = v = (4-1) (4-1) = 9
Level of significance = 5%
χ2CALCULATED = 0.476
χ2CRITICAL = 16.919
Since χ2CALCULATED < χ2CRITICAL we fail to reject the null hypothesis and conclude that there is no
significant relationship between income and frequency of purchase. Hence, we conclude that
people’s income do not influence their frequency of purchase.

CONCLUSION:

Hence, in conclusion, the research project examining consumer preferences for toothpaste brands
using the Chi-square test offers valuable insights into consumer behavior within the dental care
market. By exploring the connection between income levels and how often toothpaste is
purchased, this study underscores the significance of statistical methods in extracting meaningful
insights from consumer data. The results Indicate that there is no strong evidence to suggest a
direct link between income and purchase frequency. The Chi-square test is a useful method for
researchers looking to analyze categorical data and uncover patterns that can guide marketing
strategies and product development. While there were some limitations in the study, such as a
small sample size, the findings highlight the importance of using strong statistical analyses to
grasp market dynamics. This research not only adds depth to the study of consumer behavior but
also offers practical insights for businesses seeking to adjust their products to better align with
consumer needs.

Hence, this project highlights the importance of thorough statistical testing in assessing
hypotheses and its impact on strategic decision-making within the competitive world of
toothpaste brands.
 REFERENCES

o S.P. Gupta, Statistical Methods,

o S. Acharya et al, “Consumer buying behavior towards toothpaste”, International
Journal of Computer Sciences and Engineering, (2018)
o Septiani, Stevia et al, “Choosing Herbal Toothpaste: Study on Consumer Behavior
and Preferences in the Greater Jakarta Area”, Jurnal Aplikasi Manajemen dan
Bisnis, (2012)
o Patil H, pramod, “An Overview of Indian FMCG sector”, INDIAN JOURNAL OF
RESEARCH, (2012)

o “Fast Moving Consumer Goods”, Oxford Reference in A Dictionary of Business

and Managment, Oxford UP, Web, 20 Feb 2025
o “Consumer”, Cambridge Dictionary, Cambridge UP, Web, 20 Feb 2025.
o Nair Rajan N, Nair Sanjith R. “Consumer Behaviour”, Marketing. 7th ed. 2012

o Raghuram R, Raja, Balasubramanian G; “A Study on Consumer Behaviour of

FMCG Products”, Journal of Positive School Psychology, Vol 6 No 7 (2022), pp
5758 – 5763. https://journalppw.com/