• Dr. Jagadish Prasad Baisantri

The Consumer Buying Behaviour plays an important role in marketing of Fast Moving Consumer Goods. The FMCGs market in India is expected to grow from US$30 billion in 2011 to US$74 billion in 2018. Hence, the buying behaviour of consumer has become a good topic for discussion. For this study the primary data has collected from 200 respondents of Samastipur District with structured questionnaires. The study intends to identify the level of influence of various factors on the purchase of FMCGs products among the rural consumers. The study emphasized that rural consumers gave more importance to the ‘quality’ of the FMCGs personal care brands they bought rather than the normative influences or social appeal vide celebrity endorsements in the mass media. The secondary data has been collected from various Books, Journals, Articles and Websites.

FMCGs, Personal Care Products, Consumer Buying Behaviour. Demographics, Markets.

"Consumer Buying Behaviour Towards FMCGs (A Case Study of Samastipur District of Bihar State)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.565-570, December-2018, Available :http://www.jetir.org/papers/JETIR1812772.pdf

"Consumer Buying Behaviour Towards FMCGs (A Case Study of Samastipur District of Bihar State)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp565-570, December-2018, Available at : http://www.jetir.org/papers/JETIR1812772.pdf