The Impact of Branding and Advertising on Consumer Buying Behaviour in the Fmcg Sector

Author(s)	Dr. K SWAPNA SRI, Mr. Nathi Harikrishna
Country	India
Abstract	Despite substantial investments in branding and advertising, many FMCG companies face challenges in effectively influencing consumer buying behavior. This study investigates the extent to which branding and advertising impact consumer attitudes and purchasing decisions within the FMCG sector. The objectives include identifying key branding elements that influence purchase decisions, examining the role of demographic factors, and assessing the effectiveness of various advertising channels in driving brand awareness and purchase intent. The Fast-Moving Consumer Goods (FMCG) sector struggles to turn branding and advertising investments into clear changes in consumer behavior. This study looks at how branding and advertising affect consumer attitudes and buying decisions using a mix of primary data from surveys and secondary data from academic sources. The analysis used various statistical methods to find key branding factors that impact purchases, demographic influences, and advertising channel effectiveness.
Keywords	branding, advertising, consumer behavior, FMCG, purchase intent, packaging design
Field	Sociology > Administration / Law / Management
Published In	Volume 16, Issue 3, July-September 2025
Published On	2025-07-08
DOI	https://doi.org/10.71097/IJSAT.v16.i3.6875
Short DOI	https://doi.org/g9sx52

About IJSAT Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us	Message on WhatsApp	+91-9687-182-185	editor@ijsat.org

International Journal on Science and Technology