Marketing of any product depends on how consumers behave whenever they have an explicit or implicit need for any product or service. Consumers make numerous decisions everyday; sometimes even when they are not consciously aware of how and why they have made a choice. Every market segment for each product has its own purchase motivation. Price may be the important element when the product differences are viewed by that particular segment as being of little consequence. For others brand can be an important motive because they fear the risk involved in buying the untried item. For a great many products the point of distribution may be the most important deciding element. Quite often the final determinant is that of mere habit. Whatever the purpose, it is important to understand the patronage of purchase motives in relation to a specific market segment.This book is a snapshot about the different influences in buying decision of FMCG in the Indian Perspective.

Smitha is an MBA from Vikram university, Ujjain, M.Phil from Alagappa University, Karaikudy and Ph. D from Bharathiar University, Coimbatore.She has worked for three years in marketing and for 14 years in academics. She has presented papers in national and international conferences, published articles in reputed journals and edited volume books.