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This document provides an overview of a research paper titled "IMPACT OF STRATEGIC ALLIANCES ON CONSUMER PURCHASE BEHAVIOUR IN THE FMCG SECTOR". The paper was submitted by Bhumika Makhija to Dr. Karishma Desai of NMIMS school of law. The paper aims to analyze the impact of strategic alliances between brands in the fast moving consumer goods (FMCG) sector on consumer purchase patterns. It discusses how such alliances can influence the various stages of consumer purchase behavior. The research methodology inv

Author

Simran Bhattar

Language

EN