Sales promotion and consumer buying behavior for FMCGs in Kathmandu

The objective of the research was to identify factors influencing buying behavior consumers on fast-moving consumer goods in Kathmandu. independent variables measure are taken free samples, price discounts, and “buy one get free” FMCGs buying. study used positivist epistemology with predetermined hypotheses a deductive approach single ontological foundation. quantitative method. To obtain primary data, questionnaire which based 7-point Likert scale utilized. population for this comprised customers sample size 395 used. In study, convenient sampling technique causal- comparative design were Multiple regression analysis effect behavior. result found that discounts samples had significant consumers. contrast, buy gets has not significantly affected FMCGs. results provide future scholars business people road map view emerging context market development.