A Study on Consumer Buying Behavior Towards FMCG Products in Selected Districts of Karnataka

Abstract

The Fast-Moving Consumer Goods (FMCG) sector plays a vital role in economic development and consumer welfare by providing essential products for everyday consumption. Consumer buying behaviour in this sector is influenced by various factors, including price, product quality, brand reputation, packaging, availability, promotional offers, lifestyle preferences, and digital marketing. In India, economic liberalization, urbanization, technological advancements, and the expansion of organized retailing and e-commerce have significantly transformed consumer purchasing patterns. Karnataka represents a diverse consumer market comprising metropolitan, semi-urban, and rural populations with varying consumption preferences and purchasing habits. The present study aims to examine consumer buying behaviour towards FMCG products in selected districts of Karnataka, with particular emphasis on identifying the major factors influencing purchase decisions, understanding consumer preferences and brand selection criteria, and assessing the influence of changing socioeconomic and technological conditions on purchasing patterns. The study also seeks to understand the growing importance of product quality, price sensitivity, health consciousness, convenience, promotional strategies, and digital platforms in shaping consumer choices. The findings are expected to provide valuable insights for FMCG manufacturers, retailers, and marketers in developing effective marketing strategies, improving customer satisfaction, strengthening brand loyalty, and responding to evolving consumer needs. The study will also contribute to a better understanding of regional variations in consumer behaviour and support the development of consumer-oriented strategies for sustainable growth in the competitive FMCG market.