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Identifying Factors that Influence the Choice of Premium FMCG Products at Points of Sale
This research is dedicated to identifying factors that affect the purchase probability of premium FMCG goods at the point of sale. The study defined characteristics of premium FMCG good and groups of factors that can affect the buing preprocess. Factors were grouped according to 4P model. Latent components were statistically proved using confirmatory factor analysis and structural modelling in AMOS Spss.