Journal of Marketing and Sales Management

Authors: Dr. K. Parimalakanthi, R. Suganya

Abstract: Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in India touching everybody’s life every day. The consumer behavior plays an important role in marketing of fast moving consumer goods. This behavior is affected by various factors. In the present era of globalization needs and wants of consumer’s changes with time. The fast moving consumer goods (FMCG) sector contributes a lot to the growth of India’s GDP. Therefore it is necessary to identify the changes in consumer buying behavior towards FMCG products. Through this study we can know about the preference of the consumers towards FMCG products and the factors influencing those products.