Abstracts Business

Influence of chemist channel in consumer buying behaviour of fast moving consumer goods in Nepal

by Roshani Gyawali

This world is need-driven. With a pace of time, needs and demands of people change. Hence, Fast Moving Consumer Goods (FMCG) industry runs in a rapidly changing and very competitive environment. FMCG includes wide range of consumer products that are used in a daily basis, are non-durable and hence purchased frequently. They mainly fall under three categories which are: foods and beverages, households and personal care. Due to an unpredictable market environment, large FMCG companies seek for designing and managing integrated marketing and supply channels. Chemist channel has been one of the most selected distribution channel in today’s context as it serve as a promising sales channel for both life-sciences and FMCG companies. The research explores how and in what ways do chemists make an impact on purchase of Fast Moving Consumer Goods on the existing Nepali market and tries to investigate the extent of the choice of distribution channel of FMCG companies affecting a consumer preference. Hence, taking into consideration of today’s situation and outlook of Nepalese FMCG market, the significance of selective distribution channel is analyzed. Furthermore, influence of chemist channels on consumer buying behavior of FMCG and the intensity of those impacts are discussed in details. Therefore, a research is conducted to understand the influence of chemist channel and consumer behavior with respect to changing environment and conclusion has been drawn based on the findings of the study.