• K.S.KARUNA
• D. Saravanan

This article addresses the perception and behavior of consumers when it comes to fast- moving consumer goods. The Fast Moving Consumer Goods (FMCG) sector is India's fourth biggest industry, with products that affect everyone's lives on a daily basis. When it comes to the marketing of fast moving consumer products, customer behavior is very essential to consider. In the end, the ultimate aim of all marketing efforts is to satisfy the desires of consumers. Rapid technological advancements, better economic systems, increased buying power of customers, changing lifestyles, as well as online marketing and retail possibilities, all have a significant impact on Indian company. Customers purchasing behavior has changed dramatically as a result of the organization of retailing operations in the market place. Consumer behavior is a dynamic process by its very nature. As a result, making precise predictions regarding future sustainable development of company prospects based on customer behavior is a difficult task. Various variables have an impact on this kind of behavior. Consumer’s requirements and desires vary with time in the current age of globalization. As a result, it is essential to track shifts in customer purchasing behavior toward fast-moving consumer goods items. Developing marketing strategies that adapt to changing customer demands should be carefully considered by corporate organizations before implementation. For this investigation, a total of 70 samples were collected from the Vellore area and utilized. It is undeniable that the satisfaction of the customer is much more essential, and it is the company's duty to grasp the customer's perspective and respond in a manner consistent with that impression.

: Fast Moving Consumer Goods (FMCG), Marketing Strategies, Customer Satisfaction, Customer Perception.

"Customer’s Perception and Behavior towards Fast Moving Consumer Goods – with Special Reference to Vellore District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 4, page no.l589-l602, April-2023, Available :http://www.jetir.org/papers/JETIR2304B85.pdf

"Customer’s Perception and Behavior towards Fast Moving Consumer Goods – with Special Reference to Vellore District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 4, page no. ppl589-l602, April-2023, Available at : http://www.jetir.org/papers/JETIR2304B85.pdf