Impact of Consumer Perception of Unorganized Retailing on the Purchase of Branded FMCG Products

Abstract

The study examines the intricate relationship between consumer perception, unorganized retailing, and the purchase of branded fast-moving consumer goods (FMCG). Additionally, it investigates how to enhance consumers' attitudes towards unorganized retail outlets concerning their acquisition of branded FMCG products. The study utilizes a quantitative method approach. To test the hypothesis, data from 200 respondents in the Delhi-National Capital Region (NCR) were collected through a structured questionnaire. The results show that consumer perception has a positive impact on the purchase of branded FMCG products. The finding shows that unorganized retailing had a significant role in consumer perception. Moreover, the research reveals a notable connection between the challenges consumers encounter while buying from unorganized retail stores and their perception of these outlets. The study contributes valuable insights for academia and industry, especially within India's unorganized FMCG retail sector. This research underscores the evolving dynamics of consumer behaviour in the face of changing demographic patterns, economic growth, and the rise of organized retailing. In conclusion, the study elucidates the intricate interplay between consumer perception, unorganized retailing, and the acquisition of branded FMCG products in the evolving landscape of retail markets.