Decoding Consumer Choices: the Role of Social Norms in Fmcg Purchases

Understanding consumer choices is essential in the fast-paced and competitive FMCG industry, where social norms play a significant role in shaping purchasing behavior. This dissertation explores the influence of social norms—specifically descriptive and injunctive norms—on consumer decisions within the FMCG sector. Guided by the Theory of Normative Social Behavior, this research examines how factors such as group identity, outcome expectations, peer communication, and product category moderate the relationship between social norms and consumer choices. The study employs a Sequential Exploratory Design, beginning with qualitative methods (in-depth interviews and observations) to gather initial insights, followed by quantitative methods (surveys and experiments) to validate findings. Data analysis reveals significant associations between social norms and FMCG purchases, highlighting how group identity and peer influences particularly shape consumer behavior. These findings offer practical recommendations for FMCG brands, suggesting targeted marketing strategies and enhanced consumer engagement through socially attuned branding efforts. The study also contributes to consumer behavior theory by refining the understanding of social norms’ role in consumer decision-making, with potential applications in diverse market segments.