Self-indulgence and purchasing behavior toward fast moving consumer goods (FMCG) during the inflation time

Abstract

Inflation is no longer a new thing to Vietnam. Vietnam was in the top ten countries in the world which had the highest inflation rate in 2011 and the threat of inflation always exists till now. Vietnamese consumers, as a result, prepared themselves to cope with the tough economic time. This study’s aim is to study the attitude and behavior of Vietnamese consumers when buying FMCG categories during the inflation time. The research classifies whether Vietnamese consumers have any change in purchase behavior during inflation versus a normal economic situation and their future purchase intention in correlation with their perception towards future macro economics’ context. The study includes the research on several aspects such as the consumers’ attitude towards economy status, needs of self-indulgence, and the change in consumers’ FMCG spending during inflation time as well as their concerns about their future FMCG purchase.