Factors of Consumer's Choice in the Category of Impulse Demand (in the Case of FMCG Company)

Student: Kurochkina Ekaterina

Educational Programme: Marketing (Master)

Year of Graduation: 2020

This work is devoted to identifying factors of consumer's choice in the category of impulse demand in the FMCG sector. In theory, there are many studies on the topic of consumer's choice and only a small number of works about the impulsive behavior, taking into account the specifics of the confectionery category consumption in cash zone. Today there is a high level of supply from manufacturers on shelf and a limited amount of time for the perception and processing the information. The consumer seeks to reduce the time it takes to make a purchase decision, so the main urgent task of the FMCG business is to interest the consumer in a short time and motivate him to make an impulse purchase. According to the results of qualitative and quantitative research, recommendations that can solve this problem have been developed.

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