A Comparative Study of Online and Offline Marketing Strategies and Their Impact on Consumer Buying Behaviour of FMCG Products

Over the past several years, the marketing industry has discussed the FMCG sector’s rapid technological advancements and digital marketing, as well as the ongoing changes in consumer purchasing patterns. Traditional offline marketing methods, such as consumer advertising in stores or through print and broadcast media, have evolved. to digital media marketing. such as marketing initiatives on social media and clever online collaborations with e-commerce. This study investigates how customer purchasing behavior in the FMCG industry is impacted by the duality of online and offline marketing. To better understand customer behavior in terms of buying behavior, brand loyalty, and brand awareness, primary research will be carried out. Using both primary and secondary data, this research study will be descriptive and comparative. Questionnaires will be used to collect primary data, while articles from academic and commercial journals will be used to collect secondary data. The factors that will influence customer purchasing behavior include pricing, convenience, trust, promotions, and market oversaturation. The variables will be measured using statistical methods. Given the popularity of digital platforms, the study should highlight the differences between online and physical marketing. In the meanwhile, the continued usage of offline marketing techniques demonstrates how crucial they are for building brand loyalty and trust. In addition to reducing the competitive gap in the FMCG industry, this study should assist marketers in the sector in creating integrated strategies to satisfy customer alignment and engagement.