Globalization has emerged as one of the most influential forces shaping consumer behaviour across the world. In India, the rapid integration of global markets, technological advancements, digital communication, and changing lifestyles have significantly altered the buying behaviour and preferences of consumers. This research paper aims to study the impact of globalization on consumer behaviour with special reference to Hindustan Unilever Limited, one of the leading companies in the Fast-Moving Consumer Goods (FMCG) sector. The study examines how globalization has influenced consumer attitudes, purchasing decisions, brand preferences, and consumption patterns in the Indian market.

The research focuses on various factors associated with globalization such as global advertising, international branding, increased product availability, technological innovation, digital marketing, and changing socio-economic conditions. These factors have contributed to the growing awareness among consumers regarding quality, pricing, product variety, and brand image. Consumers today are more informed and selective due to the easy availability of information through social media, e-commerce platforms, and global communication networks. As a result, companies are continuously modifying their marketing strategies to satisfy the changing demands and expectations of consumers.

The study uses both primary and secondary data sources to analyze consumer perceptions towards Hindustan Unilever Limited products and services. Primary data may be collected through questionnaires and surveys, while secondary data is obtained from research journals, company reports, books, websites, and published articles. The findings of the study indicate that globalization has positively influenced consumer behaviour by enhancing product accessibility, improving quality standards, increasing brand consciousness, and promoting customer satisfaction. Consumers are increasingly attracted towards branded and innovative products offered by multinational companies like Hindustan Unilever Limited.