Determinants of Consumer Buying Behaviour in the FMCG Sector: A Thematic Analysis of Emerging Market Dynamics

Abstract

The Fast-Moving Consumer Goods (FMCG) industry is one of the most dynamic sectors in developing economies, driven by rapid technological change, digital marketing adoption, and evolving consumer lifestyles. This study investigates the principal factors influencing consumer buying behaviour within the FMCG sector, emphasizing the growing intersection between traditional marketing variables and digital consumption trends. Through a thematic review of existing empirical research and secondary data, the study identifies six dominant factors: advertising effectiveness, brand loyalty, packaging appeal, digital marketing, social media influence, and demographic moderators. Findings reveal that contemporary consumers increasingly integrate both online and offline cues in their purchase decisions, with social networking platforms serving as a vital interface for brand trust and engagement. The paper proposes a conceptual model linking these factors to consumer purchase intentions and behavioural outcomes. Implications highlight the need for integrated marketing strategies and consumer engagement mechanisms to enhance competitive advantage in the evolving FMCG landscape.