• Ipsita Padhi
• B.B. Mishra

The FMCG sector has been a significant contributor to India's accelerated growth in the retail industry. New formats and brands have emerged due to the new wave of consumerism. Store brands carry a retailer's name or are created by a retailer under a brand name exclusively for sale in its stores. The popularity of store brands has been attributed to their low-cost products that do not sacrifice quality. Over the years, store brands have progressively ploughed their way into the must-have shopping list of the price-conscious consumer. The principal purpose of this research is to explore the impact of specific customer demographic variables on the purchasing behaviour of store brands in India's FMCG industry. Quantitative research was done to collect 599 responses using the mall-intercept approach. The study's scale was established by referring to previous studies' essential features of buying attitude and consumer demographics. According to the research, customers' buying attitude towards store brands has been strongly influenced by the age and occupation of the consumer, leading to its exponential growth in the FMCG industry.

FMCG industry, Store Brands, Consumer Buying Attitude, Demographic profile

"IMPACT OF DEMOGRAPHIC ATTRIBUTES ON BUYING ATTITUDE OF STORE BRANDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.d26-d31, February-2022, Available :http://www.jetir.org/papers/JETIR2202304.pdf

"IMPACT OF DEMOGRAPHIC ATTRIBUTES ON BUYING ATTITUDE OF STORE BRANDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppd26-d31, February-2022, Available at : http://www.jetir.org/papers/JETIR2202304.pdf