Consumer Purchasing Behavior and Brand Preference in Fast-Moving Consumer Goods Personal Care Items

Consumer buying behaviour encompasses the process by which individuals recognize their needs, seek information, assess alternatives, make purchasing choices, and utilize products or services. This behaviour is influenced by a variety of internal and external factors, including personal preferences, income levels, lifestyles, cultural backgrounds, emotions, and social influences. For marketers, comprehending consumer behaviour is crucial, as it enables them to create products and strategies that meet customer expectations. In recent years, the Indian consumer market has experienced substantial changes due to increasing disposable incomes, heightened urbanization, digital exposure, and a growing awareness among consumers. These developments have affected purchasing behaviours in both urban and rural markets. Consequently, consumers are now motivated not only by price but also by considerations such as brand reputation, product quality, trust, and emotional significance when making purchasing decisions. Fast Moving Consumer Goods (FMCG), especially personal care items, play a vital role in the daily lives of consumers. Given the frequent use and fierce competition in this sector, companies face ongoing pressure to maintain customer loyalty and foster long-term brand allegiance. This study aims to explore consumer buying behaviour and brand preference regarding FMCG personal care products, with a particular focus on the factors that influence purchasing decisions and customer satisfaction.