The need for this research is two fold. First, it will add to the existing knowledge on consumer behavior, particularly in the FMCG industry. The resulting insights will help marketers develop effective strategies to improve products, increase market share, and build long-term relationships with customers. Second, the findings will help FMCG companies design and implement intervention plans to influence consumer decision- making at the pre-purchase and post-purchase stages.In conclusion, it is very important to understand the behavior of consumers before and after purchasing FMCG products for fast moving consumer goods companies to be successful in the competitive market.This research project focuses on the overall analysis of factors affecting consumer behavior in the pre-purchase and post-purchase stages. By understanding customer preferences, motivations and satisfaction, marketers can develop strategies to meet customer needs and increase brand loyalty. The findings of this research will contribute to theoretical and practical knowledge in the functioning of FMCG and provide important guidance to marketers and business professionals.
Key words: Consumer preferences, Brand loyalty, Market research Consumer psychology
Product perception, Buying process.
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