The Fast-Moving Consumer Goods (FMCG) sector plays a vital role in Bangladesh’s industrial and economic development. It contributes significantly to national employment, GDP growth, and consumer welfare. This sector includes products that are consumed on a daily basis, such as food, beverages, toiletries, household items, and personal care goods. Due to intense competition and rapid market changes, FMCG companies need innovative marketing strategies to attract and retain customers. Bashundhara Food and Beverages Limited (BFBL), a subsidiary of Bashundhara Group, has emerged as one of the prominent players in Bangladesh’s FMCG sector. Through its diversified product line—such as edible oil, flour, spices, and other packaged food items— it has built a strong consumer base and market presence. Understanding how BFBL’s marketing strategies affect consumer purchasing behavior is crucial to assess its competitive advantage and long-term sustainability. In a market where multiple local and international brands compete for consumer attention, identifying the impact of marketing efforts—such as advertising, branding, pricing, and distribution—on purchasing decisions provides valuable insights. Hence, this research aims to explore the relationship between marketing strategies and consumer buying behavior in the context of Bashundhara Food and Beverages Limited. 1.2 Rationale of the Study In today’s competitive FMCG market, understanding consumer behavior is central to developing successful marketing strategies. Consumers are influenced by various factors such as brand image, promotional activities, perceived quality, and pricing. Companies that effectively interpret these behavioral patterns can design strategies to achieve stronger customer loyalty and sustained profitability. The rationale behind this study is to analyze how the marketing strategies of BFBL influence consumer purchase intentions and loyalty. It will help identify which marketing elements—such as advertising media, product quality, packaging, or pricing—are most effective in driving sales. Moreover, the findings will assist both marketers and researchers in formulating effective consumercentric marketing policies in the FMCG industry.