Modeling the Behavior of FMCG Consumers Post Covid-19

Abstract

Consumer needs were divergent pre-corona outbreak. The FMCG manufacturers are unsure about buying decisions of consumers due to these divergent consumer needs. This resulted into brand /product proliferation. This happened due to a marketing philosophy of everything for everybody³ - Choose whatever you need. This especially happened with the low involvement intensity products such as FMCG Sectors⁴. The proliferation also increased the inventory storage and carrying costs and blocking of working capital. This research is an empirical attempt to explore what exactly consumers will want while buying a particular product post corona outbreak. Since this is a model which involved a multiple nominal variables, log linear analysis tool  is used here to explore the data so as to provide the direction for framing suitable marketing. Indian FMCG sector is undertaken here with reference to understand FMCG buyer behaviour from urban & rural ethnicity for taking the actionable insights from management perspective due to highest degree of penetration in the Indian households.