• Sonal Steevan Lobo
• Olwin D Souza

This research delves into the consumer purchasing patterns of Fast Moving Consumer Goods (FMCG) in Dakshina Kannada District, with a particular focus on the dynamic characteristics of this sector within the Indian economy. The study investigates consumer profiles, brand awareness, and preferences concerning various FMCG products, spanning packaged foods, toiletries, detergents, and electronic goods. Despite the sector's narrow profit margins, the substantial contribution to cumulative profits underscores a business model characterized by low margins and high volumes. The primary objectives of the research encompass an examination of emotional factors influencing consumer behaviour, regional disparities in purchasing preferences, and the impact of advertising media. Methodologically, the study adopts a Convenience Sampling approach and employs statistical tools such as Frequency tables and the Friedman Rank test for data analysis. The findings reveal a predominantly male demographic aged 36-45, with 26.4% expressing neutral satisfaction. Television emerges as the principal source of FMCG awareness, and "Toothpaste" emerges as the most preferred FMCG item, significantly influencing consumer choices. The study concludes by underscoring the significance of comprehending consumer behaviour for effective marketing strategies in the evolving FMCG sector. Future research avenues could explore emotional triggers, socio-economic influences, and the dynamic impact of technological advancements on consumer decision-making. The abstract is supported by a comprehensive set of references, offering a well-rounded background for the research. Overall, this paper provides valuable insights for both academia and industry stakeholders navigating the intricate landscape of FMCG consumer behaviour.

Keywords: FMCG, consumer behaviour, brand awareness, preferences, Convenience Sampling, emotional influences, regional variations, advertising media, technological advancements, Indian economy.

"A Study on Consumers' Buying Behaviour Towards FMCG Products with reference to Dakshina Kannada District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.285-290, January-2019, Available :http://www.jetir.org/papers/JETIR1901I37.pdf

"A Study on Consumers' Buying Behaviour Towards FMCG Products with reference to Dakshina Kannada District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp285-290, January-2019, Available at : http://www.jetir.org/papers/JETIR1901I37.pdf