Determinants of FMCG Consumer Behavior: A Multi-Group Structural Equation Modeling Analysis of Digital and Non-Digital Consumers

Abstract

The FMCG market is dynamic and affects how consumers perceive and evaluate products and services. This research focuses on understanding the behaviours of consumers of FMCG products, paying attention to the factors of Product Quality (PQ), Price Perception (PP), Brand Image (BI), Promotional Influence (PI), Convenience (CV) and Digital Influence (DI), and how they affect FMCG Purchase Behaviour (PB). This research also focuses on Consumer Attitude (CA) and Purchase Intention (PINT) as possible mediators that connect the aforementioned factors to the consumer purchasing behavior. This study employs a quantitative, cross-sectional research design and collects primary data via an online structured questionnaire. Structural Equation Modeling (SEM) will be used to evaluate the measurement and structural models. Mediation analysis is used to determine indirect and serialized multiple effects. The Multi-Group Analysis (MGA) evaluates the structural relationships of digital and non-digital consumers. This study also aims to cover the gaps in existing literature and enhance our understanding of consumer decision-making behavior, and provides strategies for differentiated FMCG marketing.