• Ms. R. ANUPAMA
• Dr. Mrs. V. JAYANTHI

In recent days, corporate social responsibilities have received a great deal of importance in the field of marketing. When the corporates are more concerned with increasing their profit statistics, consumers have begun to observe their concern towards the society. This paper highlights the impact of corporate social responsibility on consumer buying behavior with special reference to Fast Moving Consumer Goods and the relationship with gender-based preferences. Questionnaires were administered to assess the perception of the consumer towards the corporate social responsibility practices of the Fast Moving Consumer Goods in Chennai city. The results of the study revealed that there is positive impact of Corporate Social Responsibility practices on consumer buying behavior with reference to FMCGs and there is no significant difference between Male and Female respondents with respect to the Impact of Corporate Social Responsibility on Consumer Buying Behaviour for FMCG Products.

Corporate Social Responsibility (CSR), Fast Moving Consumer Goods (FMCG), Consumer Buying Behaviour, Gender.

"CSR OF FMCG’s & ITS IMPACT ON CONSUMER’S BUYING BEHAVIOUR – A GENDER BASED PREFERENTIAL ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.18-24, January-2019, Available :http://www.jetir.org/papers/JETIRV006004.pdf

"CSR OF FMCG’s & ITS IMPACT ON CONSUMER’S BUYING BEHAVIOUR – A GENDER BASED PREFERENTIAL ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp18-24, January-2019, Available at : http://www.jetir.org/papers/JETIRV006004.pdf