• M SUJATHA
• Gantannagari Akhil

Fast-moving consumer goods (FMCG) sector is highly competitive, where advertising plays a pivotal role in shaping consumer buying behavior. This study explores the impact of various advertising techniques on consumer purchasing decisions specifically for FMCG products. Given the frequent and repetitive nature of FMCG purchases, advertisements aim to create brand awareness, influence preferences, and encourage brand switching among consumers. The research investigates how different advertising elements—such as promotional offers, attractive packaging, celebrity endorsements, and emotional appeals—affect consumers’ perceptions and buying patterns. Through a combination of surveys and consumer feedback across diverse demographic groups, the study identifies key drivers that compel consumers to choose one FMCG brand over another. Findings reveal that advertisements not only increase product visibility but also build trust and brand loyalty, which are crucial in FMCG markets characterized by low product differentiation and price sensitivity Moreover, the study highlights the growing influence of digital advertising and social media platforms, which enable targeted marketing and interactive engagement, further impacting consumer choices. Cultural and social influences are also found to moderate the relationship between advertisement exposure and buying behavior, indicating that successful advertising must resonate with the local consumer context. The study provides valuable insights for marketers to design effective advertising campaigns that enhance consumer engagement and drive sales in the FMCG sector. Understanding the impact of advertising on consumer buying behavior helps FMCG companies to tailor their marketing strategies, improve competitive positioning, and meet evolving consumer expectations in an increasingly dynamic marketplace.

KEY WORDS: Fast-Moving Consumer Goods (FMCG), Consumer Buying Behavior, Advertising Impact, Advertising Techniques.

"A Study ON Impact Of Advertising On Consumer Buying Behavior For FMCG Products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 7, page no.b104-b113, July-2025, Available :http://www.jetir.org/papers/JETIR2507111.pdf

"A Study ON Impact Of Advertising On Consumer Buying Behavior For FMCG Products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 7, page no. ppb104-b113, July-2025, Available at : http://www.jetir.org/papers/JETIR2507111.pdf