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VOL. 9, ISSUE 2 (2023)
Advertisement and sales promotion: Analyzing the factors affecting consumer buying behavior towards FMCGs
Authors
Anjna Sharma, Varun Saini
Abstract
The Fast-Moving Consumer Goods (FMCG) industry
is highly competitive, with frequent purchases and a wide selection of
products. This abstract explores the interaction between advertising, sales
promotions, and FMCG consumer purchasing behavior, with a focus on the key
aspects that influence decision-making in this dynamic context. Advertising is
a cornerstone of the FMCG business, serving as a critical link between
companies and consumers. FMCG companies work to create brand awareness and
drive consumer preferences using various media channels such as television,
digital platforms, and print. Multiple factors are important in determining the
success of advertising in this industry. To engage with consumers. Another
factor that influences FMCG customer purchasing behavior is sales promotions.
In this industry, frequent promotions such as price reductions, bundled
packages, and limited-time offers are common. Several factors influence the
success of sales promotions. Price sensitivity is an important component in FMCG
promotions since consumers respond strongly to discounts and special offers.
Budget-conscious customers might be attracted by strategic pricing and
well-communicated promotions. In conclusion, this abstract highlight the
critical importance of advertising and sales promotions in influencing FMCG
consumer purchasing behavior. In the competitive FMCG industry, effective
advertising builds brand awareness and communicates product benefits, whereas
well-planned sales promotions, taking price sensitivity and product attributes
into account, can drive customer decisions. FMCG companies can negotiate the
complicated environment of customer behavior and achieve long-term success in
this fast-paced industry by recognizing and utilizing these elements. The one-way
ANOVA with descriptive statistics and factor analysis are used in this study
for the data analysis. In this study, data is collected using a structured
questionnaire with a sample size of 537 consumers. For data analysis, Excel and
various statistical tools are employed. The findings are based on data
analysis, and required recommendations are made following thorough analysis and
interpretation.
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Pages:87-94
How to cite this article:
Anjna Sharma, Varun Saini "Advertisement and sales promotion: Analyzing the factors affecting consumer buying behavior towards FMCGs". International Journal of Commerce and Management Research, Vol 9, Issue 2, 2023, Pages 87-94
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