• Pratik Patel
• Jayesh Patidar
• Paresh Patel

This paper is an attempt to find out the factor(s) influencing the buying behavior of customers in the FMCG sector keeping in view the retail market in India. The impact of various impulse buying factors like sales and promotion, placement of products, window merchandising, effective pricing strategy etc. on the impulse buying behavior of the customer has been analysed. A hypothetical model is built in this paper, which is taken into account for our research work on impulse buying behavior of consumers. The study is based on primary data collected from shopping malls, handlooms and marts with the help of structured questionnaire on similar scale. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is factor analysis. After analyzing the available data it is found that as the income of the individual is increasing and more and more people are moving towards western culture in dress, food etc., the purchasing power of the people has actually increased. up and thus the impulse buying of the commodities is on a great increment mainly due to pricing strategies of retail players and full of festivals throughout the year.

Key words: Impulse buying, Retail industries in India, FMCG sector.

"A study on various factor affecting the impulse purchase behaviour of customers in FMCG", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.a21-a29, March-2023, Available :http://www.jetir.org/papers/JETIR2303004.pdf

"A study on various factor affecting the impulse purchase behaviour of customers in FMCG", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppa21-a29, March-2023, Available at : http://www.jetir.org/papers/JETIR2303004.pdf