A Study on Impact of Pricing Strategy on Customer PurchaseIntention with reference to FMCG products
Keywords:
Pricing Strategy, Customer Purchase Intention, FMCG Products, Price Perception, Consumer Buying Behaviour.Abstract
This study looks at how pricing strategy affects customers' purchase intention towards FMCG products, as price is one of the main factor’s customers consider while buying everyday products. The study focuses on understanding how pricing methods such as discounts, promotional offers, and value-based pricing influence customers' buying decisions. The information for the study was collected through a structured questionnaire, and additional details were obtained from books, journals, company reports, and websites. The collected data was examined using suitable statistical methods to understand customers' opinions and preferences. The study also examines how customers compare prices with product quality before making a purchase decision. It highlights the importance of pricing in creating customer value and gaining a competitive advantage in the FMCG market. The research helps identify the pricing factors that have the greatest influence on customer purchase intention. It also provides useful insights for FMCG companies to develop pricing strategies that match customer expectations and market conditions. The study also emphasizes the role of pricing in influencing customer satisfaction and overall buying behaviour. It provides practical recommendations that can help managers formulate effective pricing policies in a highly competitive FMCG market. Furthermore, the research contributes to the existing literature by offering a better understanding of the relationship between pricing strategy and consumer purchase intention. The findings show that reasonable prices, attractive promotional offers, and good value for money encourage customers to buy FMCG products. Consumers are more likely to buy when they feel that the price is fair and worth the money they spend. Overall, the findings indicate that a good pricing strategy can help FMCG companies attract a larger customer base, improve customer satisfaction, increase sales, and build long-term customer loyalty. The findings can also support companies in making better pricing decisions.
References
1. Halaswamy, D., Tanmay, J., Raghavendra, A. N., & Vimaladevi, M. (2026). Impact of Green Supply Chain Management (GSCM) on consumer purchase intention in the Indian automobile industry. In Empowering Inclusive Innovation (pp. 522-530). Routledge.
2. Devi, L. D., & Arumugam, T. (2026). Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention. International Journal of Intelligent Enterprise, 13(2), 195-214.
3. Leivang, V., & Sharma, S. (2026). Exploring the dynamics of price sensitivity: the role of social factors in consumer behaviour. International Journal of Markets and Business Systems, 7(1), 46- 65.
4. Geetha, R., Jagatheeswari, S., Sembakalakshmi, S. J., Ilakkia, G., Priya, P. S., & Muruganantham, S. (2026). The Influence of Social Media Marketing on FMCG Consumer Behaviour.
5. Mishra, A. K., & Farooqi, R. (2026). Exploring the relationship between Maslow's needs theory and green purchase behaviour of Indian millennials: a structural equation modelling approach. International Journal of Electronic Marketing and Retailing, 17(3), 376-397.
6. Halidu, D. I., & Igomu, M. D. (2025). Effect of pricing strategy on customers purchase decision in selected fast moving consumer goods in Lokoja Local Government Area, Kogi State. FULafia International Journal of Business and Allied Studies, 3(1), 101-117.
7. Akram, M. R., uz Zaman, S., Alam, S. H., & Tariq, N. (2025). Impact of product pricing, packaging information, and brand trust on consumer purchase intention and loyalty. Journal of Management & Social Science, 2(1), 247-283.
8. Khanal, M. N. (2025). Pricing Strategies and Their Impact on Consumer Buying Behaviour: An Empirical Study of Kathmandu’s Organized FMCG Retail Market. Journal of Interdisciplinary Studies, 14(1), 90-110.
9. Raj, K. D., Devi, S. R., Sudarvel, J., & Velmurugan, R. (2025). Impact of sales promotion techniques on consumer purchase intentions in FMCG products in Coimbatore. In Recent Research in Management, Accounting and Economics (RRMAE) (pp. 103-107). Routledge.
10. Gupta, D. R., Basu, P. A., Goel, K., Makkar, S., & Verma, S. (2025). The Role of Pricing Strategies in Shaping Consumer Behaviour: A Study of FMCG Markets. Advances in Consumer Research, 2(2).
