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@article{179572,
        author = {Aman Thakur and Dr.Jyoti sondhi and Dr. Divya Rai and Dr. Avinash Rana and Mr. Hemant Kapoor},
        title = {POINT OF PURCHASE AND BUYING BEHAVIOUR A CASE OF FMCG PRODUCTS IN MANDI DISTRICT HIMACHAL PRADESH},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {6991-6994},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=179572},
        abstract = {When it comes to marketing fast-moving 
consumer items, consumer behavior is crucial. 
Numerous factors influence this behavior. The 
requirements and desires of customers in the current 
globalized era evolve throughout time. The fast-moving 
consumer goods (FMCG) industry makes a significant 
contribution to India's GDP growth. Determining the 
shifts in customer purchasing patterns for FMCG 
products is therefore essential. This paper's goal is to 
determine the elements influencing consumers' 
purchasing decisions and, ultimately, their purchasing 
behavior toward fast-moving consumer goods. A 
questionnaire was used to gather the study's data, and 
the results were conceptually presented. The study 
shows that place, product, price, advertising, and 
physiological and psychological aspects all have a 
significant impact on consumer behavior. The impact of 
these variables varies from product to product, though. 
By investigating their consumer decision-making styles 
(CDMSs), particularly their price consciousness, 
quality consciousness, brand consciousness, and brand 
loyalty, this study seeks to understand their shopping 
orientations toward price, quality, and brand for 
FMCGs in the context of one of the biggest developing 
nations, such as India. In terms of brand awareness, this 
study explores the comparative analysis of both 
businesses. Determines the consumer's degree of 
satisfaction by taking into account their consumption 
habits and the kind of goods they use.},
        keywords = {FMCG marketing, Consumer behavior,  Purchasing},
        month = {May},
        }