IMPULSE BUYING BEHAVIOUR OF CONSUMERS TOWARDS FMCG PRODUCTS

Abstract: This study investigates the impulse buying behavior of consumers with a specific focus on Fast-Moving Consumer Goods (FMCG) in Coimbatore. Impulse buying, a spontaneous and unplanned purchase triggered by various stimuli, plays a significant role in modern consumer behavior. The research aims to analyze demographic influences, emotional and psychological factors, and the impact of marketing strategies such as promotions, packaging, and digital advertisements on impulsive purchases. A sample of 128 respondents was surveyed using a structured questionnaire. Findings reveal that young adults, especially students, are the most active in impulse buying, with snacks and beverages being the most frequently purchased items. Emotional triggers such as happiness and stress, along with digital payment methods and online shopping platforms, further encourage such behavior. The study offers valuable insights for marketers to design targeted strategies and highlights the importance of understanding consumer psychology in the competitive FMCG market.

Keywords: Impulse Buying, FMCG, Consumer Behavior