Consumer Buying Behavior Toward The Selected Fast Moving Consumer Good Products:Comparison Study Of China And Indonesia

FMCG (the acronym for Fast Moving Consumer Good) market has emerged as one of the most appealing markets in the world. The products belonging to the FMCG market generally have the characteristic of being frequently purchased by the consumer, thus the success of this industry largely depends on identifying market targets and satisfying customer targets. China and Indonesia are considered as emerging markets which have been favorite destinations for FMCG companies as they are looking for sustainable growth.Accordingly, this study is an attempt to analyze consumer buying behavior towards the selected FMCG products with Indonesia and China as comparison countries in the study. The specific objectives of this study are (1) To analyze purchasing pattern of the consumer towards the selected FMCG products; (2) To know the factors influencing the consumer while buying the selected FMCG products; and (3) To compare consumer behavior towards the selected FMCG products between China and Indonesia.This research uses both primary and secondary data to obtain necessary information for analyzing consumer behavior in China and Indonesia. Three main methods (documentation, in-depth interview and interview) are used to collect data in this study and the main tool used for the analysis was Descriptive statistics.The results showed that Chinese respondents purchased FMCG products more than four times a month meanwhile Indonesian respondents only once a month. Most of Chinese respondents searching the information about FMCG products in Internet and Indonesian respondents search in Television. Based on store preference, Chinese respondents prefer to go to Hypermarket than Indonesian respondents which prefer to go to Supermarket. Chinese and Indonesian respondents also share the same results on purchase influencer (their self) and average time they spend (1 hour) while purchasing FMCG products. Lastly, utilization is the most important factor for both Chinese and Indonesian respondents while buying FMCG products.