Authors: M.ANUMALINI, Dr.R.Mathivanan
Abstract: The study focuses on the consumer brand preference of skincare product of soap in Puthanampatti. The consumer behavior plays an important role in marketing of fast-moving Consumer goods and this behavior is effected by various factors also. The motive of this Paper is to identify the factors affecting consumer buying behavior towards FMCG products And finally effecting their decision-making process.The data for this study has beencollected Through questionnaire and findings have been theoretically presented. The paper revealsThat consumer behavior is largely effected by place,product,price,promotion,physiologicalAnd psychological factors. However, effect of these factors also differs from product to Product. The study was conducted in different of the puthanampatti and a sample of 175 respondents was collected to identify their appreciation level.
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