Impact of Retail Marketing Strategies on Consumer Buying Behaviour of FMCG Products

ABSTRACT Retail marketing means promoting and selling products directly to customers in stores or online. It focuses on attracting shoppers, improving their experience, and encouraging them to buy. This research seeks to examine the impact of retail marketing strategies on consumer buying behaviour of FMCG products by analysing key retail marketing variables and their influence on purchase decisions. The study aims to contribute to academic literature by providing empirical evidence on the relationship between retail marketing practices and consumer behaviour, while also offering practical insights for retailers and FMCG marketers seeking to optimize their retail marketing strategies in a competitive marketplace Key words: Retail marketing, FMCG products, Consumer, Buying behaviour