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Evaluating the Impact of Consumers' Attitudes and Subjective Norms on Purchase Intentions in FMCG Purchases

Author Affiliations

  • 1Department of Business Management, HNB Garhwal University Srinagar-Garhwal, Uttarakhand, India
  • 2Department of Business Management, HNB Garhwal University Srinagar-Garhwal, Uttarakhand, India

Int. Res. J. Social Sci., Volume 5, Issue (4), Pages 21-25, April,14 (2016)


Consumer attitude is the subject of great importance and holds significance in terms of its utilization in understating consumer psychology. Marketers and researchers now a day are continuously using their resources to explore the consumer attitudes. In recent years, various studies have included consumers’ attitudes toward purchase decisions as matter of prime focus. However, few studies have tried to enter the complex psychology of consumers during the purchase of frequently purchased items such as products included FMCG category. The present research utilized the Fishbein and Ajzen’s Theory of Planned Behaviour as a framework to examine consumers’ FMCG purchase behaviour. The study was carried out by examining the impact of attitudes and subjective norms on purchase Intention with 400 respondents from four different cities of Uttarakhand state in India. The study results found a significant relationship between these variables and hence elaborated that these factors play primary role in predicting a purchase.


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