Purpose: This paper presents the empirical insight into consumer purchase decisions regarding fast-moving consumer goods (FMCGs) in Uttarakhand.
Theoretical Framework: We applied the CFA statistical tool to recognise the factors. We extracted 6 factors, which were Price, Product Quality, Design and Packaging, Promotion Activities, Ease of Purchase, and Brand Perception.
Design/Methodology: To fulfil our research objectives, we have taken 6 factors (Price, Product Quality, Design and Packaging, Promotion Activities, Ease of Purchase, and Brand Perception) with 24 items. 216 samples were extracted from a total of 250 respondents who completed the questionnaire, and these respondents were deemed reliable. The paper's validity and hypothesis were tested by applying various software, such as AMOS and SPSS.
Findings – Six crucial aspects are identified as listed above. The general hypothesis was supported by t-tests, which validates the assumption of equal variances. However, the resultant outcome of the application of Welch ANOVA tests indicated a significant difference in Promotional Activity among demographic status groups, including occupation, educational qualification, different age groups, and income status. These differences influenced the system efficiency, but they had no discernible effects on other dimensions of the study.
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