Analyzing Retail Sales Trends to Uncover Consumer Buying Patterns and Support Evidence-Based Decision-Making for Producers

This study examines selling price variations and consumer purchasing behaviors within the Sri Lankan fast-moving consumer goods (FMCG) sector, focusing on leading biscuit brands and yogurt brands. These categories represent essential household consumption patterns and reflect diverse market positioning strategies adopted by manufacturers. Biscuits, being affordable, non-perishable, and habit-driven, maintain strong brand loyalty across consumer groups. In contrast, yogurts are more perishable and health-oriented, characterized by wider price variation, product differentiation, and greater consumer sensitivity to freshness and nutritional content.
The study employs descriptive statistical methods and comparative brand-level analysis to assess price distributions, price–demand relationships, seasonal fluctuations, and purchasing trends within retail sales data.
Overall, the insights reveal distinct behavioral patterns between biscuit and yogurt consumers, offering strategic implications for pricing, promotional planning, and inventory management within Sri Lanka’s FMCG industry.

FMCG Market, Consumer Purchasing Behavior, Price Elasticity, Descriptive Statistics, Promotional Sensitivity, Seasonal Demand, Brand Loyalty, Pricing Strategy

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