Literacy is a significant aspect of human life which empowers a person to function properly in his/her daily life. Lack of skills hinders a person in a situation where decision making is crucial. A study on the decision making process and consumer behavior reveals that functional literacy is prevalent among consumers in the Indian marketing environment. Few research studies were conducted on the functional literacy of the consumers while purchasing food products which are considered as the basic necessity of life. Fast moving consumer food items are non-durable products that are sold quickly at relatively low cost, with a low profit margin and are experiencing usually high sales. This paper is analyzing the factors that influence the consumer behavior while purchasing food products. The paper is based on both the primary and secondary sources. The primary data was being collected through a questionnaire method in Sagar taluk of Shivamogga district. The sample size being 51. The secondary data was collected through online magzines, websites, google search, journals etc. The study is confined to Sagar taluk and identify the functional literacy of consumers with reference to only food products. The analysis of the data is focusing on the factors considered while purchasing the food products, problems being purchased while purchasing the food products, the impact of the market place problems during the purchase of food products and its impact on the consumer behavior etc. It is suggested that the customers need to have the functional or operating knowledge of the products before buying and more and more effort to educate the customers about the features of the product is the vital need. Key Words: FMCGs: Fast Moving Consume