Analyzing Factors Influencing Consumer Behavior and the Impact of Marketing Mix on Purchase Attitude And Intention of Fmcg Products from Hindustan Unilever Limited in Malappuram District

Abstract

This study investigates the rural buying behavior of FMCG products offered by
Hindustan Unilever (HUL) in the Malappuram District. The objectives include determining consumer awareness of HUL brands, examining the influence of socio-economic and demographic factors on consumer perception of the marketing mix, evaluating the buying aspects that influence consumer behavior, and studying the impact of the marketing mix on purchase attitude and intention.