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International Journal of Advanced Corporate Learning (iJAC), Vol 3, No 4 (2010)

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Impulse Purchasing Behaviors of the Turkish Consumers in Websites as a Dynamic Consumer Model: Technology Products Example
Bünyamin Atici, Ugur Bati

Abstract

This paper examines the concept of impulse purchasing behavior online basically. The phenomenon of impulse purchasing has been researched in consumer research as well as for example in psychology and economics since the 1950s. A detailed review and analysis of the literature asserts that there are some unsolved issues regarding the state of knowledge on impulse purchasing behavior. Furthermore, nowadays consumers buy an increasing amount of purchases on the Internet. The current conceptualizations of impulse purchase behavior do not adequately capture impulse purchase behavior over the Internet. Today several researchers have claimed that the phenomenon of impulse purchasing should be examined also in the context of online shopping environment. This article aims to reveal that what attitudes of the customers are the points in question while purchasing on internet in terms of impulse buying. The results of our exploratory research are consistent with our conceptualization, and present a strong base for future research.

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International Journal of Advanced Corporate Learning. ISSN: 1867-5565
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[pic][pic]Fast Moving Consumer Goods (FMCG)
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), are products that have a quick turnover and relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large.

Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs,batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately.

The retail market for FMCGs includes businesses in the following International Standard Industrial Classification (ISIC) : • ISIC 5211 retail sales in non-specialized stores • ISIC 5219 other retail sale in non-specialized stores • ISIC 5220 retail sale of food, beverages and tobacco in specialized stores • ISIC 5231 retail sale of pharmaceutical and medical goods, cosmetic and toilet articles • ISIC 5251 retail sale via mail order houses • ISIC 5252 retail sale via stalls and markets • ISIC 5259 other non-store retail sale
Supplier industries for FMCGs include 1511 meat and meat products, 1512 fish and fish products, 1513 fruit and vegetables, 1514 vegetable and animal oils and fats, 1520 dairy products, 1531 grain mill products, 1532 starches and starch products, 1533 animal feeds, 1541 bakery products, 1542 sugar, 1543 cocoa, chocolate and sugar confectionery, 1544 macaroni, noodles, couscous, 1549 other food products, 1551 spirits; ethyl alcohol, 1552 wines, 1553 malt liquors and malt, 1554 soft drinks, mineral waters, 1600 tobacco products, 2101 pulp, paper and paperboard, 2102 corrugated paper, containers, 2109 other articles of paper and paperboard, 2424 soap and detergents, cleaning preparations, perfumes.

FMCG products can be thought of in contrast with consumer durables, which are generally replaced less than once a year (e.g. kitchen appliances).

Some of the best known examples of Fast Moving Consumer Goods companies are Reckitt Benckiser, Sara Lee, Nestlé, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars.

A subset of FMCGs are Fast Moving Consumer Electronics which contain innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems, cell phones and Laptops which are replaced more frequently than other electronic products mainly due to technolgy changes.

White goods in FMCG refers to large household electronic items such as refrigerators. Smaller items, TV sets, stereo systems etc. are sometimes termed Brown goods.

Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental - as opposed to luxurious - needs.

Characteristics of FMCG in India • Branding:Creating strong brands is important for FMCG companies and they devote considerable money and effort in developing bands. With differentiation on functional attributes being difficult to achieve in this competitive market, branding results in consumer loyalty and sales growth. • Distribution Network:Given the fragmented nature of the Indian retailing industry and the problems of infrastructure, FMCG companies need to develop extensive distribution networks to achieve a high level of penetration in both the urban and rural markets. Once they are able to create a strong distribution network, it gives them significant advantages over their competitors. • Contract Manufacturing:As FMCG companies concentrate on brand building, product development and creating distribution networks, they are at the same time outsourcing their production requirements to third party manufacturers. Moreover, with several items reserved for the small scale industry and with these SSI units enjoying tax incentives, the contract manufacturing route has grown in importance and popularity. • Large Unorganized Sector:The unorganised sector has a presence in most product categories of the FMCG sector. Small companies from this sector have used their locational advantages and regional presence to reach out to remote areas where large consumer products have only limited presence. Their low cost structure also gives them an advantage.

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Post Purchase Behavior of a Consumer (FMCG) by V S Rama Rao on December 20, 2011
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The process of buying even small products is very detailed there are various factors that effects buyer’s choice in choosing the product they want to buy for. Earlier there were few alternatives and marketing campaign were not so competitive as a result consumers have limited choice but today the number of manufacturers are high and to beat their competitors they are coming forward with cutting edge marketing campaign just to grab the attention of the consumer. It is true that we cannot deny the marketing factor as a major factor influencing the buyer’ decision but at the end it is the post purchase behavior of consumer that maintains the chain of buying.
Post purchase behavior of the consumers is very crucial for all kinds of products but it becomes more crucial when we consider it in the context of FMCG. The market of fast moving goods is loaded with numerous manufacturers and the future of many small FMCG manufacturers depends on the post purchase behavior of the consumer.
Some of the factors that mostly influence buyer’s purchasing behavior it includes: need recognition information search evaluation of alternatives purchase decision post purchase behavior
User purchases the product after a thoughtful process of evaluation of available options. Here comes the role of a good seller who could influence the buyer’s decision by providing required information about the service and products that a buyer is looking for and highlight the features on a particular product. Factors like price, term of sales, warranty service and delivery of the product may affect a consumer’s decision.
After buying the products the consumer consider points like
Did he make a good decision?
Did he choose a right product?
Will he get a good value of his purchase?
If the answer of the above mentioned question is positive then there are great chances that the buyer will choose the product again and again.
Let me explain the concept with an example. If a buyer is looking for a shampoo for smooth and silky hair first the buyer will check all the available options, here the role of marketing and promotion is crucial. If a certain product has highlighted its features that match the consumer’s requirement then there are chances that consumers will directly ask for that particular product, and then consumers will consider other factors like quality, quantity and price of the products. If all the factors meet consumer’s choice then he will buy the product now comes the real testing period of the product. If a consumer gets good value of the purchase that means his most of the requirements are fulfilled according to the expectation then there are great chances that the consumer will choose the product time and again.
Frequently, the consumer engages in post-purchase behavior. Buying one item may lead to the purchase of another. Re-evaluation of the purchase occurs when the consumer rates the alternative selected against performance standards. Cognitive dissonance, doubt that a correct purchase decision has been made, can be reduced by follow-up calls, extended warranties, and post-purchase advertisements.
In short consumer satisfaction is very crucial for the continuous growth of the product market. It is easy to attract the buyers and influence him through better advertising and promotion to choose a particular product but if after buying the product the consumer finds it less–effective or faces quality compromise then it would certainly affect the consumer’s buying behavior and next time the consumer will try other alternatives. If consumer’s post purchase experience is good then it will be in FMCG’s benefit. A satisfied consumer will talk about the product to his or her friends and family and word of mouth publicity is the best way to win public support where as a dissatisfied consumer will warn other people from choosing a particular product and they may even file a complaint in consumer forum. Such negative post purchase behavior of a consumer may harm the image of a company and product.
After sale service, immediate replacement of defectives, implementation of warranty and the like are the most important factors for the brand or product to earn a good name and repeat purchases. Gone are the days of ‘Sell and Forget’. So all the sellers must give due impetus to after sale service also.

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Antony J 1 comment collapsed Collapse Expand
When we introduce product like shampoo. we cant introduce just like that. Because there are enormous of product in the market.Word of mouth is a best option even though for any product ads is necessary. it will help to sustain in customers heart.
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Personal care

From Wikipedia, the free encyclopedia
Jump to: navigation, search | |This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources.|
| |Unsourced material may be challenged and removed. (June 2012) |

Personal care or toiletries is the industry which manufactures consumer products used for beautification and in personal hygiene.

|Contents |
| [hide] |
|1 Subsectors |
|2 Products |
|3 Hotel application |
|4 Corporations |
|5 See also |
|6 References |

[edit] Subsectors

Subsectors of personal care include cosmetics and feminine hygiene.
There is some small distinction between personal hygienic items and cosmetics, which are luxury goods solely used for beautification, but in practice such sundries are most often intermixed in retail store aisles.

[edit] Products

Personal care includes products as diverse as chapstick, cleansing pads and wipes, colognes, cotton swabs, cotton pads, deodorant, eye liner, facial tissue, hair clippers, lip gloss, lipstick, lotion, makeup, mouthwash, nail files, condoms, pomade, perfumes, personal lubricant, razors, shampoo, conditioner, talcum powder, shaving cream, skin cream, toilet paper, toothbrushes and toothpaste.

[edit] Hotel application

Basic toiletries are offered at most hotels such as: • small bar of soap - 1 for sink and 1 for bath • disposable shower cap • small bottle of moisturizer • small bottles of shampoo and conditioner • toilet paper • box of tissue • disposable shoe polishing cloth

[edit] Corporations

A few examples of the major corporations in the personal care industry, illustrating the great diversity in the industry, include: • Alberto-Culver • Beiersdorf • Band-Aid • Clairol • Colgate-Palmolive • Combe Incorporated • Global Gillette • Henkel • ITC Limited • International Consumer Products (ICP) • Johnson & Johnson • Kimberly-Clark • L'Oreal • Lancôme • Maybelline • Procter & Gamble • Reckitt Benckiser • Remington Products • Revlon • SATU laboratory • Splash Corporation • Svenska Cellulosa Aktiebolaget SCA • Unilever • LITNA
Other corporations, such as pharmacies (e.g. CVS/pharmacy, Walgreens) primarily retail in personal care rather than manufacturing personal care products themselves.

[edit] See also

• Cosmetics • Pharmaceuticals and personal care products • Toiletry kit • Sachet

[edit] References

Retrieved from "http://en.wikipedia.org/w/index.php?title=Personal_care&oldid=504245173"
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• Hygiene • Industries • Personal care brands • Personal hygiene products • Toiletry • Bathrooms
Hidden categories: • Articles needing additional references from June 2012 • All articles needing additional references

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[pic][pic][pic]Personal care

From Wikipedia, the free encyclopedia
Jump to: navigation, search | |This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources.|
| |Unsourced material may be challenged and removed. (June 2012) |

Personal care or toiletries is the industry which manufactures consumer products used for beautification and in personal hygiene.

|Contents |
| [hide] |
|1 Subsectors |
|2 Products |
|3 Hotel application |
|4 Corporations |
|5 See also |
|6 References |

[edit] Subsectors

Subsectors of personal care include cosmetics and feminine hygiene.
There is some small distinction between personal hygienic items and cosmetics, which are luxury goods solely used for beautification, but in practice such sundries are most often intermixed in retail store aisles.

[edit] Products

Personal care includes products as diverse as chapstick, cleansing pads and wipes, colognes, cotton swabs, cotton pads, deodorant, eye liner, facial tissue, hair clippers, lip gloss, lipstick, lotion, makeup, mouthwash, nail files, condoms, pomade, perfumes, personal lubricant, razors, shampoo, conditioner, talcum powder, shaving cream, skin cream, toilet paper, toothbrushes and toothpaste.

[edit] Hotel application

Basic toiletries are offered at most hotels such as: • small bar of soap - 1 for sink and 1 for bath • disposable shower cap • small bottle of moisturizer • small bottles of shampoo and conditioner • toilet paper • box of tissue • disposable shoe polishing cloth

[edit] Corporations

A few examples of the major corporations in the personal care industry, illustrating the great diversity in the industry, include: • Alberto-Culver • Beiersdorf • Band-Aid • Clairol • Colgate-Palmolive • Combe Incorporated • Global Gillette • Henkel • ITC Limited • International Consumer Products (ICP) • Johnson & Johnson • Kimberly-Clark • L'Oreal • Lancôme • Maybelline • Procter & Gamble • Reckitt Benckiser • Remington Products • Revlon • SATU laboratory • Splash Corporation • Svenska Cellulosa Aktiebolaget SCA • Unilever • LITNA
Other corporations, such as pharmacies (e.g. CVS/pharmacy, Walgreens) primarily retail in personal care rather than manufacturing personal care products themselves.

[edit] See also

• Cosmetics • Pharmaceuticals and personal care products • Toiletry kit • Sachet

[edit] References

Retrieved from "http://en.wikipedia.org/w/index.php?title=Personal_care&oldid=504245173"
Categories:
• Hygiene • Industries • Personal care brands • Personal hygiene products • Toiletry • Bathrooms
Hidden categories: • Articles needing additional references from June 2012 • All articles needing additional references

Personal tools

• Create account • Log in

Namespaces

• Article • Talk

Variants

Views

• Read • Edit • View history

Actions

Search

Top of Form
[pic][pic][pic]
Bottom of Form

Navigation

• Main page • Contents • Featured content • Current events • Random article • Donate to Wikipedia

Interaction

• Help • About Wikipedia • Community portal • Recent changes • Contact Wikipedia

Toolbox

• What links here • Related changes • Upload file • Special pages • Permanent link • Cite this page

Print/export

• Create a book • Download as PDF • Printable version

Languages

• 日本語 • Simple English • Українська • This page was last modified on 9 August 2012 at 17:33. • Text is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. See Terms of use for details. Wikipedia® is a registered trademark of the Wikimedia Foundation, Inc., a non-profit organization. • Contact us • Privacy policy • About Wikipedia • Disclaimers • Mobile view • •

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