Consumer buying behavior plays a vital role in understanding how individuals select, purchase, use, and evaluate products, especially in the Fast-Moving Consumer Goods (FMCG) sector. FMCG products are characterized by frequent purchases, low cost, and high consumption, making consumer preferences and perceptions extremely important for companies operating in this industry. Nestlé, being one of the leading multinational food and beverage companies, offers a wide range of food products that cater to diverse consumer needs. This study focuses on analyzing consumer buying behavior towards Nestlé food products in the FMCG sector to understand the factors that influence purchase decisions.

The study aims to examine the awareness level of consumers about Nestlé food products and to identify the key factors that affect their buying behavior. Factors such as product quality, brand image, price, taste, packaging, availability, and promotional activities have been considered in this research. The study also seeks to analyze consumer satisfaction levels and brand loyalty towards Nestlé products. Understanding these aspects helps in identifying how Nestlé maintains its competitive position in the FMCG market