• Shivani Joshi
• Prof. (DR.) Bhawna Sharma Padroo

In the Indian FMCG landscape, B2B purchasing decisions are shaped by consumer behaviour and brand perception, especially in categories such as corporate gifting, festive hampers, and institutional bulk buying. This study investigates how end-consumer experiences and perception of Haldiram – which is a leading ethnic snack and sweets brand - turns into organisational purchase decisions during B2B partnership initiatives. Using a quantitative, survey-based exploratory design, primary data was gathered from 56 corporate respondents during field outreach at Haldiram Foods International Pvt. Ltd., Nagpur. Findings from the analysis of the data indicate that high personal consumption, strong brand trust, consistent product quality, and perceived value significantly influence corporate procurement in favour of Haldiram. The study concludes that Haldiram’s longstanding brand equity and global presence provide a strong foundation for expanding B2B partnerships. Some recommendations for Haldiram include enhancing customised gifting, packaging innovation, corporate-exclusive SKUs, and structured outreach.

Consumer Buying Behaviour, Brand Perception, B2B Partnerships, Haldiram, Corporate Gifting, FMCG.

"A Case to Study Consumer Buying Behaviour and Brand Perception of Haldiram in B2B Partnership Initiatives ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.g89-g94, November-2025, Available :http://www.jetir.org/papers/JETIR2511654.pdf

"A Case to Study Consumer Buying Behaviour and Brand Perception of Haldiram in B2B Partnership Initiatives ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppg89-g94, November-2025, Available at : http://www.jetir.org/papers/JETIR2511654.pdf