• Dr.M.MOHANRAJ
• Ms.E.SOWMIYA

The fast-moving consumer goods (FMCG) market is highly competitive, with multiple brands fighting for consumer attention and loyalty. Understanding the elements influencing brand preference in this industry is critical for organisations looking to achieve a competitive advantage. The purpose of this study is to look into the elements that influence customers' brand preferences for FMCG products. The study was conducted 150 consumers of FMCG products in Coimbatore district. Statistical tools used in the study are percentage analysis and chi- square test. The findings reveal that a variety of factors influence brand preference for FMCG products, including product quality, pricing, packaging, advertising, and reputation. The survey found that product quality and price are the most important determinants of brand preference, followed by packaging and promotion.

Brand preference, FMCG products, Buying behaviour and Quality products.

"EXPLORING THE FACTORS INFLUENCING BRAND PREFERENCE OF FAST-MOVING CONSUMER GOODS (FMCG) PRODUCTS: AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.e43-e49, June-2024, Available :http://www.jetir.org/papers/JETIR2406409.pdf

"EXPLORING THE FACTORS INFLUENCING BRAND PREFERENCE OF FAST-MOVING CONSUMER GOODS (FMCG) PRODUCTS: AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppe43-e49, June-2024, Available at : http://www.jetir.org/papers/JETIR2406409.pdf