Factors Influencing Purchase Decisions and Brand Preferences of FMCG Consumers in Kabul

Abstract

Consumer buying behavior plays a critical role in shaping market performance, particularly in the fast moving consumer goods (FMCG) sector. This study investigates the determinants of purchase decisions and brand preferences among FMCG consumers in Kabul, Afghanistan. Using a quantitative approach, data were collected from 381 end consumers accessed via distribution centers through structured questionnaires. Statistical analyses, including descriptive measures, correlation, and multiple regression, revealed that product quality and price fairness are the strongest predictors of consumer purchase decisions. Brand related factors such as awareness, loyalty, and trust also significantly influence consumer choices, though their practical effects are modest. In contrast, socio cultural influences (family and peer recommendations) were hypothesized to matter but did not emerge as statistically significant, suggesting that product and brand considerations dominate consumer behavior in Kabul’s FMCG market. The findings highlight the importance of competitive pricing, consistent product quality, and trustworthy branding as essential strategies for FMCG firms, while socio cultural engagement may play a reinforcing though indirect role. Practical implications emphasize the need for tailored marketing strategies that account for demographic diversity, brand equity, and supply chain reliability in Afghanistan’s evolving urban economy.