The study focuses on examining the impact of product packaging on consumer buying behavior in Fast Moving Consumer Goods (FMCG). Customers are very selective about the products they buy today and have high demands. The way a product is packaged has a big impact on the buying choice of the consumer. The packaging is a complete package that transforms into the product's main selling point and encourages impulsive purchasing. This study aims to determine the effects of several product characteristics, including product quality, colour, and design, on FMCG consumer purchasing behaviour. These packaging elements influence customer purchasing behaviour as well, making it crucial to research them in order to comprehend consumer behaviour and innovate appropriately. Packaging boosts sales, expands market share, and lowers marketing and advertising expenses. The results of this study will add to the body of knowledge on packaging in the fast-moving consumer goods sector and give businesses useful information for creating marketing plans that will increase their sales and market competitiveness.