Journal of African Development

The Fast-Moving Consumer Goods (FMCG) sector has experienced rapid growth in recent years, driven by changing consumer lifestyles, increasing urbanisation, and greater exposure to branding and digital marketing. This study examines the relationship between brand appeal and impulse buying behaviour among FMCG consumers in Tiruchirappalli City. It focuses on key factors such as brand image, packaging, promotional offers, and consumer perception, and their influence on unplanned purchasing decisions. The study also considers the role of demographic variables, particularly income level, in shaping consumer buying patterns. A structured approach is adopted to understand how branding elements affect spontaneous purchasing behaviour among consumers. By analysing the connection between brand appeal and impulse buying, the research highlights the importance of effective brand positioning in the FMCG sector. The study contributes to a deeper understanding of consumer behaviour in a competitive market environment and offers a conceptual foundation for future research in the areas of branding strategies and impulse buying behaviour