INFLUENCE OF FEW VARIABLES ON CONSUMER BUYING BEHAVIOUR

The field of consumer behaviour is very vast. Consumer make numerous decisions everyday; sometimes even when they are not consciously aware of how and why they have made a choice. In FMCG, cosmetics & toiletries only taken up for the study. The respondents are chosen by convenience sampling. In AMOS 20, CFA and Path Model used in this study. From the findings, the researcher concluded that Prestige Sensitivity (PS), Price Quality Schema (PQS), Local Retailer Shop Loyalty (LRSL), Value Consciousness (VC), Price consciousness (PC), Coupon Proneness (CP), Sales Proneness (SP) are factors for buying behaviour of consumer and these factors highly influenced on consumer buying behaviour.