Globalization as a concept has brought many benefits to countries as it has enhanced the linkage between different economies. However, preferring to ignore the detrimental consequences of globalization can harm the nation's regional economy. Local citizens’ ability to support local products should be supported through buy-local campaigns that help the expansion of the economy and local manufacturing sectors. The increased levels of unemployment in many countries including Zambia can just be reduced by encouraging the purchase of local FMCG’s by local customers. This, therefore, requires understanding the factors associated with the purchase of the local brands. In Zambia, customers of FMCG’s prefer imported brands as compared to local ones. The factors that affects consumer behavior in Zambia are; quality, packaging, accessibility, and price.

Keywords : Awareness; Branding; Globalization; FMCG’s; Quality.