EFFECT OF DEMOGRAPHY ON QUALITY PERCEPTION OF FMCG CUSTOMERS

Abstract

The study is about the effect of demography on perceived quality in the customers of Fast Moving Consumer Goods (FMCG). Quantitative research methodology has been used for testing hypotheses and achieving research objectives. This research has significance because of its theoretical and practical contribution. The study population was adult population of Pakistan. Sample size was 466 respondents from Lahore. Data was collected through developed questionnaire by the technique of stratified random sampling. Descriptive statistics and Inferential statistics have been applied for analyzing the data through SPSS. Research findings include that all demographic factors i.e. gender, age and income do not affect the perceived quality of FMCG customers. This research has contributed in the knowledge base by informing the literature of demographic profile of FMCG customers and perceived quality and their relationship.