• SHRISTY AGRAWAL
• DR. ANJANI KUMAR

In Indian economy, FMCG sector is fourth largest sector in Indian economy. More than 10 million people employing in FMCG sector and nearly contribute to 10 percent in a country GDP. The consumer buying behaviour plays a vital role in promoting FMCG goods but the behaviour of consumer is also very dynamic. So it is very difficult to know about the behaviour of consumer. The motive of this paper is to study the behaviour of consumer towards FMCG products with the help of comparative analysis of two brands Hindustan Unilever Limited (HUL) and ITC Limited. The analysis is done on the basis of primary and secondary data. Primary data was collected with the help of questionnaire; convenience sampling methods is used to collect data. The results are interpreted on the basis of 100 respondents. The paper reveals the behaviour of consumer towards two specific brands.

Fast Moving Consumer Goods (FMCG), Consumer Behaviour, Hindustan Unilever Limited (HUL), ITC Limited.

"A COMPARATIVE STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS: WITH SPECIAL REFERENCE TO HUL AND ITC LIMITED", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.b252-b270, November-2023, Available :http://www.jetir.org/papers/JETIR2311132.pdf

"A COMPARATIVE STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS: WITH SPECIAL REFERENCE TO HUL AND ITC LIMITED", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppb252-b270, November-2023, Available at : http://www.jetir.org/papers/JETIR2311132.pdf