An Empirical Study of Factors Affecting the Selection of Point of Purchase Location: A Case of FMCG Industry

Abstract

Fast Moving Consumer Goods (FMCG), are items that are sold rapidly at moderately minimal effort. In spite of the fact that the supreme benefit made on FMCG items is moderately little, they, for the most part, sell in huge amounts, so the total benefit on such items can be enormous. They attempt to accomplish this by portioning the entire market into fragment markets which has various clients with regular needs and purchasing intentions and afterwards creating arrangements that offered especially emphatically to those sections. The best sections must have Potential, Lifespan, Accessibility, and Profitability. The key is recognizing which fragments offer some benefit regarding potential, life expectancy, openness and gainfulness; on the grounds that a business procedure's adequacy expands as indicated by our ability to measure portions, distinguish them, and dismember them How to portion a market is constantly an issue in the FMCG promoting? One of the bases of division is to put together fragment with respect to the geological area of the client. Anyway, there is a number of components that influence the client decision of area, that portray why the client has picked a specific area for his buys. This examination paper tries to portray the general significance of the variables influencing the client in the choice of a buy area.