From Perception to Purchase: Analyzing Consumer Buying Behavior in the Fast Moving Consumer Goods Sector

The Fast-Moving Consumer Goods (FMCGs) industry is one of the most dynamic and competitive sectors, significantly shaping consumer experiences through high-frequency transactions. Despite its ubiquity, consumer buying behaviour within this industry remains a multifaceted phenomenon, influenced by brand perception, marketing strategies, and cognitive biases. This study explores the interplay between these factors, combining theoretical insights with data-driven analysis to bridge the gap between academic frameworks and practical applications. The research begins with a theoretical overview of the FMCGs industry, examining key concepts such as brand management, consumer engagement, decision-making processes, and consumer buying behaviour. It then audits into empirical analysis, leveraging survey data to identify trends and factors shaping purchasing decisions, with particular attention to variations across demographic and interest areas. The findings emphasize the vital importance of brand identity and awareness, as well as the effectiveness of targeted shelf marketing and promotional strategies, in fostering consumer loyalty and purchase intent. This research integrates theoretical insights with practical findings to offer actionable recommendations aimed at improving customer experiences and fostering long-term loyalty. In this way, it contributes to a deeper understanding of consumer behaviour, particularly within this sector. The implications of these findings are significant not only for businesses seeking to optimize their strategies and improve consumer engagement but also for individuals looking to understand the critical role of consumer buying behavior in shaping market trends and everyday purchasing decisions.