A Study on Factors Affecting Purchase Decision of Young Adults after GST Implementation in India – With Special Reference to FMCG Products

Gowtham Ramkumar*
*PG Student, Madras Christian College, Chennai, Tamil Nadu, India.
Periodicity:March - May'2018

Abstract

Goods and Services Tax (GST) is considered to be a major and important indirect tax reform in India. It has affected almost all the sectors of the economy. It has also affected the economic growth.  Consumers are not exception to the impact of GST. Fast Moving Consumer Goods (FMCG) industry has witnessed a price rise in certain goods. Purchase decision of consumers play an important role in determining the volume of business by FMCG companies. This is the reason companies undertake various marketing programs and activities to influence consumers towards purchasing their products. This study focuses on factors influencing the purchase decisions of young adults after GST implementation as this major tax reform has affected each and every citizen of the country. For this purpose, 100 respondents are surveyed and collected data are analyzed through SPSS 21 version software.  The study identifies groups the variables into two major factors namely consumer oriented and seller oriented factors. Finally, this study provides a meaningful conclusion and provides a scope for further research in this area.

Keywords

Tax Reform, GST, Price Rise and Purchase Decision of Young Adults.

How to Cite this Article?

Ramkumar, G. (2018). A Study on Factors Affecting Purchase Decision of Young Adults after GST Implementation in India – With Special Reference to FMCG Products. i-manager’s Journal on Management, 12(4), 41-50.

References

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