INTERNATIONAL JOURNAL OF ADVANCE RESEARCH
IN MULTIDISCIPLINARY

This study examines the influence of socio-demographic factors-such as age, income, and education—on purchasing behaviour in the FMCG sector, focusing on suburban consumers in Bhandup and Mulund, Mumbai. Employing a survey-based approach, data was gathered from 400 respondents to understand how these demographic characteristics impact consumer preferences, brand loyalty, and price sensitivity. The findings reveal that younger, digitally engaged consumers tend to exhibit high brand-switching behaviour influenced by promotional offers, while older consumers demonstrate greater brand loyalty in essential FMCG categories. Insights from this study offer actionable recommendations for FMCG marketers seeking to develop targeted strategies for suburban demographics with a view toward increasing brand loyalty and satisfaction.