EXPLORING THE LINK BETWEEN FMCG CONSUMPTION PATTERNS AND INVESTMENT BEHAVIOUR AMONG URBAN RETAIL INVESTORS

The relationship between consumer spending on Fast-Moving Consumer Goods (FMCG) and investment behaviour in the FMCG sector among urban retail investors in India is explored in this research. Drawing on behavioural finance, particularly familiarity bias, the study examines whether frequent consumption of FMCG products influences individuals' likelihood of investing in related stocks or mutual funds. A structured questionnaire was administered to 110 respondents in Ahmedabad, Gujarat, with data analysed using descriptive statistics, correlation analysis, reliability testing, and multiple linear regression in SPSS. Results indicate that while FMCG spending is notable among participants, it does not significantly predict investment in FMCG-related securities. Instead, familiarity with the sector and general investment habits emerged as stronger predictors of investment frequency. These findings highlight the behavioural distinction between consumer and investor roles, where brand usage does not automatically lead to financial participation. The study contributes to the behavioural finance literature by emphasising the importance of financial literacy and habitual investing over brand loyalty. Practical implications are provided for marketers, financial educators, and fintech platforms looking to convert consumer engagement into investment behaviour. Future research should further explore the role of education and psychological factors in influencing investment decisions within the FMCG sector.