A Psychometric Analysis of The Behaviour of Online FMCG Buyers: A Study

Abstract

General\Purpose: A market transition to Online e-tailers (Oe) from local Physical Retailers (PR) for daily requirements has huge insight. The aim of the present research is to analyse the factors influencing the behaviour of online FMCG buyers. Different online platforms offering a variety of FMCG have impacted their buying behaviour. The study has admitted comparative analysis of online FMCG buyers’ agreements considering factors such as Product Quality and Range (PQR), Price Competitiveness (PC), Information Availability About Products (IAAP), Ease of Security in Shopping (ESS) and Ease of Product Return (EPR) and its variables-items, in overall forming study framework. Approach to Study: The researcher has undertaken an Integrative Approach (IA) for both, related to the literature reviewed and the survey so far observed. Materials\Methods: Both primary data through well-structured questionnaires from 300 online FMCG buyers from the Mumbai Metropolitan Region and secondary data from various published sources have been centred and cited to understand the syntactic research gap. The researcher has enforced Convenient Random Sampling to make the sample representative. Analytical Tools: The objectives were studied thoroughly and hypotheses were tested in SPSS. The researcher has used Kolmogorov-Smirnov (D-Statistic) and Shapiro-Wilk test (W-Statistic) to test data normality, Cronbachs’ Alpha to test Data Reliability, Descriptive Statistics i.e. frequency and per cent count to describe data and Chi-square to measure significant associations and differences if any. Results: The researcher has drawn an epilogue purely on the basis of data collected and analysed. PPIEE variable and is found to be significant and calculated statistics by chi-square 211.040 ? 101.879 and p (0.000) ? level of significance (0.05) show PPIEE and demographic factors influence the behaviour of online FMCG buyers. Research Value: The researcher has extended the literature gap to validate and explore PPIEE variable items. The results will be helpful in presenting adequate psychometric evidence to measure the value of PPIEE and its influencing impact on the behaviour of online FMCG buyers in the Mumbai Metropolitan Region. Thus, the scientific approach to studying these variable items will contribute towards the advancement of the online marketing of FMCG. Novelty/Originality of this study: This paper gives a unique insight into PPIEE in MMR