Impact of Brand Image on Consumer Buying Behaviour: Evidence from FMCG Sector in Perambalur District

The Fast-Moving Consumer Goods (FMCG) sector plays a vital role in influencing consumer buying behaviour due to its frequent usage and brand-driven market. This study examines the impact of brand image on consumer buying behaviour with special reference to the Perambalur district of Tamil Nadu. Primary data was collected through a structured questionnaire from consumers across different age groups, income levels, and occupations. The analysis highlights that brand image significantly affects consumer preferences, trust, and purchase decisions in the FMCG sector. Factors such as quality perception, packaging, advertising, and brand loyalty were found to be the key determinants influencing buying behaviour. The findings suggest that companies in the FMCG sector must focus on building a strong and positive brand image to gain a competitive edge and retain customer loyalty. This research contributes to understanding rural and semi-urban consumer behaviour in an emerging district market like Perambalur and provides valuable insights for marketers, retailers, and policy-makers.