SOCIOLOGICAL FACTORS AFFECTING CUSTOMERS BEHAVIOUR IN THE MARKETING OF SOME SELECTED CONSUMER’S GOODS
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
This chapter presented in the following order; background of the study, statement of the problem, objectives of the study, hypothesis and significance of the study. Consumer is a person who desires, needs and requires marketing components in their capacity as buyer. Typically, marketers are defined to have the ability to control the behaviours of customers, but actually they have neither power nor information for that. Marketer may influence their buying behavior but not control (Durmaz, Çelik and Oruç, 2011). Consumer behaviour deals with many other issues; the mental, emotional and physical activities that people engage in when selecting, purchasing, using and disposing of products and services so as to satisfy needs and desires (Pariest, Carter and Statt, 2013).
Fast moving consumer goods (FMCGs) are types of goods that are purchased for almost immediate consumption (Majumdar, 2014). The average consumer spends a lot of their total budget on FMCGs (Celen, Erdogan, & Taymaz, 2015). It is therefore important for organizations to understand what activities companies that sell FMCGs do in order to achieve customer value and hence maintain competitiveness (Burt, 2014).
At present, the competitive market forced producers to produce goods based on customer needs (Tafler, 2014). The study of