Influencers Behind the Buy Decision of FMCG Consumers

Author(s)	Dr. Dinesh Kumar C
Country	India
Abstract	Buyers of fast moving consumer goods (FMCG) have been getting “more demanding” with each passing day for the simple reason that the FMCG segment has been a buyer’s market all along. If anything, it has been becoming more so, with newer and newer product categories hitting the shelves, newer and newer players cropping up with the result that the margins are getting thinner and thinner by the day for the FMCG players. This in a way explains why the FMCG segment across the world witnesses a shake-out every now and then, with laggards being gobbled up by the established players. Interestingly, even the so-called established big players or Goliaths once in a while have to contend with the formidable challenges that a newly-arrived David might pose. In India for example, Nirma, a David in the segment, gave the Goliaths like HUL, a run for their money!
Keywords	Buyers, Segment, fast moving consumer goods
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-08-18
DOI	https://doi.org/10.36948/ijfmr.2026.v08i04.87646

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