Review Paper: “A Study on Consumer Buying Behaviour Towards HUL Products”

Review Paper: “A Study on Consumer Buying Behaviour Towards HUL Products”

Bhushan Krishna Bhoir 1, Mr. Amol baviskare

1 Student of Master of Management Studies, Alamuri Ratnamala Institute of Engineering and Technology, Mumbai University,

bushanbhoir202@gmail.com2 Associate Professor, MMS Department, Alamuri Ratnamala Institute of Engineering and Technology, University of Mumbai mmsho.armiet@gmail.com

ABSTRACT:    This Study Investigates Consumer Buying Behavior Towards Products Manufactured By Hindustan Unilever Limited (HUL), One Of The Leading Fast-Moving Consumer Goods (FMCG) Companies In India. The Research Aims To Understand The Factors Influencing Consumers' Purchasing Decisions, Their Perceptions Of HUL Products, And Their Attitudes Towards The Brand. A Mixed-Methods Approach Is Employed, Utilizing Both Quantitative Surveys And Qualitative Interviews To Gather Data From A Diverse Sample Of Consumers. Analysis Of The Findings Reveals Key Demographic Trends, Including Age, Income Level, And Geographic Location, That Impact Consumer Preferences. Additionally, The Study Identifies Significant Factors Such As Brand Loyalty, Product Quality, And Pricing Strategies That Influence Consumer Behavior Towards HUL Products. The Implications Of These Findings For HUL's Marketing Strategies Are Discussed, Along With Recommendations For Enhancing Customer Satisfaction And Loyalty. This Research Contributes To The Existing Literature On Consumer Behavior In The FMCG Sector And Provides Valuable Insights For HUL And Other Companies Operating In Similar Markets.