Multiple Regression Analysis of Consumer Buying Behaviour Towards FMCG Products in Tamil Nadu Hill Stations

Introduction: Consumer buying behavior of Fast-Moving Consumer Goods (FMCG) in urban and rural areas has been extensively studied by researchers in India and abroad. However, studies focusing on the buying behavior of Scheduled Tribes (ST) in hill stations of Tamil Nadu remain relatively unexplored. Tamil Nadu has 15 hill stations and 36 sub-groups of Scheduled Tribes, with prominent groups such as the Todas, Kotas, Kurumbas, Kattunayakan, Paniyan, and Irular residing in regions like Nilgiris, Kolli Hills, Yercaud, Kalrayan, and Jawadhu Hills. As education and employment opportunities have increased among these communities, their consumption of FMCG products has also risen to complement their fast-paced lives and improve living standards. Objective: This study aims to analyze the buying behavior of Scheduled Tribes in Tamil Nadu's hill stations regarding FMCG products. The objective is to understand their level of awareness, consumption patterns, and factors influencing their purchases and suggest strategies for companies to enhance product outreach and sales in these regions. Methods: For the study, seven out of 15 Scheduled Tribes with high population density were chosen as the sample population. A total of 372 respondents from various hill stations, including Kothagiri, Yercaud, Javadi Hills, Kalrayan Hills, Coonoor, Kolli, Kodaikanal, and Ketti Valley, were surveyed. Statistical tools such as percentage analysis and multiple regression analysis were employed to derive meaningful insights from the collected data. Results: The findings revealed that most Scheduled Tribe communities in the hill stations of Tamil Nadu are not fully aware of the wide range of FMCG products available in the market. Despite the growing use of FMCG for convenience and better living, awareness and accessibility remain significant barriers. Discussion: The study suggests that companies can effectively reach these communities through personal selling efforts and focused advertisement campaigns tailored to their cultural and linguistic preferences. These strategies could help increase awareness and boost FMCG sales among Scheduled Tribes in the region.