Published Paper Details:

FMCG products covers all aspects of human life, as these products relatively cost less and are sold quickly. FMCG is an escalating sector among all other growing sectors in our country. Consumers have different tastes, preferences, likes and dislikes and adopt different behaviour patterns while making purchase decision. The aim of this research article is to study the buying decision of the consumers of FMCG product. A number of factors affect the buying behaviour of consumers. So, knowledge of consumer behaviour is helpful to the company in understanding consumers� needs and developing appropriate marketing strategies. Advertising plays a very important role in promoting the FMCG products which is highly essential for moulding the buying decision of the consumer. A number of factors affect the buying behaviour of consumers such as promotion, price etc. Data is collected by obtaining information from the consumer basing on a number of variables. The study thus conducted is put in the factor analysis using the Eigen values. The results show that consumers buying decisions are affected mainly by seven factors viz. Convenience, efficacy, price, promotion, hedonistic, brand and conviction.