International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of FMCG Marketing Strategies on Consumer Buying Behaviour in Bihar

Author(s) Major Shahbaz Shahien, Prof. Dr. Shobh Nath Singh
Country India
Abstract Fast-moving consumer Goods (FMCG) retail marketing plays a significant role in shaping regional economies by influencing consumption patterns, employment opportunities, and market accessibility. Bihar, an emerging consumer market in India, has witnessed steady growth in FMCG retailing driven by rising incomes, urbanisation, and improved distribution networks. This study examines the role of FMCG retail marketing in employment generation and consumer market expansion in Bihar. Using a descriptive and analytical research design, primary data were collected from retailers, distributors, and consumers, supplemented by secondary sources such as government reports and industry publications. The findings reveal that FMCG retail marketing contributes substantially to employment creation, enhances income levels, improves product accessibility, and stimulates local economic activity. However, challenges related to infrastructure, logistics, credit access, and digital adoption persist. The study concludes that strengthening FMCG retail marketing through policy support, technological integration, and supply chain efficiency can significantly accelerate Bihar’s economic development.
Keywords FMCG Retail Marketing, Economic Development, Employment Generation, Consumer Behaviour, Market Expansion, Bihar.
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.65508
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E-ISSN 2582-2160
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