Suzanne Mirembe2024-09-112024-09-112024-08-02https://hdl.handle.net/20.500.12311/1651Undergraduate ResearchThe study aimed to explore the intricate relationship between consumer behavior and buying patterns within the fast-moving consumer goods market, specifically focusing on Coca-Cola's Busia branch. Employing a cross-sectional research design, the study sampled 63 participants from a population of 78. Findings revealed significant insights: firstly, consumer attitudes strongly influence buying patterns, highlighting the importance of consumer perceptions and preferences in shaping purchasing decisions. Secondly, social influences emerged as pivotal, demonstrating how external factors such as peer influence and societal norms impact consumer behavior. Thirdly, perceived behavioral control factors, including convenience and accessibility, were found to significantly affect buying patterns, underscoring the role of logistical considerations in consumer choices. Overall, the study concludes that understanding these relationships is crucial for enhancing marketing strategies and customer satisfaction in the FMCG sector. Recommendations include tailored marketing campaigns that resonate with consumer attitudes, leveraging social networks for effective outreach, and optimizing distribution channels to improve accessibility. Implementing these recommendations can potentially strengthen Coca-Cola's market position in Busia by aligning product offerings more closely with consumer preferences and behaviors.enThesis