Pricing strategies are essential tools that businesses use to determine how much to charge for their products. In the Fast-Moving Consumer Goods (FMCG) sector, where competition is intense and consumers are often price-sensitive, choosing the right pricing approach can significantly influence buying decisions and overall market success. This study explores how different pricing strategies impact consumer behavior, with a focus on the Indian FMCG industry. It aims to shed light on how companies can craft effective pricing and merchandising tactics by understanding customer perceptions and responses. Drawing insights from existing research and secondary data, the study offers a clear conceptual framework to evaluate how pricing strategies shape consumer choices and decision-making processes.. The study follows a descriptive approach, relying on an extensive review of literature to evaluate prevailing pricing models and their implications for consumer behavior. behaviour