Consumer decision-making styles and post purchase behaviour of poor for Fast Moving Consumer Goods

More than half of the world's population is poor. Certainly, their purchasing power cannot be compared with that of the riches, but it is their collective purchase potential which makes them a substantial market. The fast moving consumer goods (FMCGs), on the other hand, are the fourth largest industry in the world. FMCGs are relatively low cost products and the poor, by necessity, spend a significant amount of their income on FMCGs. So, by virtue of being a large consumer base for FMCGs, the poor are a promising market for the FMCG marketers. But little is known about their buying behaviour for FMCGs as only a few studies have been conducted on them in this regard. This study aims to explore their shopping orientations towards price, quality and brand for FMCGs in the context of one of the largest developing countries like India by exploring their consumer decision-making styles (CDMSs), especially their price consciousness, quality consciousness, brand consciousness and brand loyalty. Besides it, it also explores their post purchase behaviour and testifies its mechanism with the above mentioned CDMSs in the present context through structured equation modelling.