Vol. 4, Issue 1, Part A (2022)

Due to the emergence of numerous different FMCG brands in the nation, the businesses in the sector are currently engaged in fierce competition to gain market share. Therefore, existing and well-known companies compete fiercely with products that are accessible to people with low incomes. Therefore, in order to sustain, enjoy, and maintain market leadership, it is essential for the more well-known firms to use great advertising and branding methods to influence customer behaviour. This study was carried out to determine the impact of advertising on consumers' purchasing decisions related to their fast-moving consumer goods (FMCGs). Because customers utilise FMCG items in their everyday lives and seek variety and originality from them, marketers have concentrated greatly on understanding consumer psychology-what they enjoy, why they like it, and what would appeal to them in FMCG products. It's important to identify the components of effective advertisements because if consumers are susceptible to the effectiveness of advertisements, which component of an advertisement will be more effective. FMCG product advertisements focus primarily on variety, product upgrading, and saving schemes to make them more influencing and effective for consumer psyche.