This paper takes a cautionary stance to the impact of marketing mix on consumer buying behaviour, on selected retail sector in Jaipur city. The objective of the study is to study the impact of demographic variables on consumer buying behaviour and to analyse the relationship between of marketing mix on consumer buying behaviour in FMCG Company. One way ANOVA and multiple correlation analysis is used to prove the hypotheses base on the marketing mix model 4Ps. Results reveal that all the factors

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... of marketing mix have significant relationship between consumer buying behaviour whereas price factor exerts greatest influence on consumer buying decision. These findings contribute to the literature relating to retail marketing and have marketing implications for bringing traffic into supermarkets and increasing sales.