Economically poor buyer: a systematic review of consumer behaviour research confronting to FMCGs
by Arvind Kumar
International Journal of Business Innovation and Research (IJBIR), Vol. 27, No. 4, 2022

Abstract: By constituting more than half of the world's population in numbers and by having an annual consumption power of about US$5 trillion, economically poor buyers are a promising demographic segment, especially for fast moving consumer goods (FMCGs). FMCGs fall within the buying capacities of the poor who, in attempts to satiate their basic needs, expend a substantial income, peculiarly more than half of their earnings, on FMCGs. Ironically, their consumer behaviour in this context is still at a very nascent stage. This study provides insights of their purchase pattern for FMCGs by systematically reviewing the pre-existing pertinent consumer behaviour literature. Instead of reinventing the wheel, it also renders directions to future research through identification of potential literature gaps in the existing literature.

Online publication date: Thu, 28-Apr-2022

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