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Archives Volume-11, Issue-2 (July-December)

TABLE OF CONTENTS

Paper Title:
IMPACT OF PROMOTIONAL STRATEGIES ON CONSUMER PERCEPTION AND PURCHASE BEHAVIOR IN THE FMCG SECTOR
Author Name:
Kumari Reena, Kamal
Country:
India
Page No.:
1-6
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IMPACT OF PROMOTIONAL STRATEGIES ON CONSUMER PERCEPTION AND PURCHASE BEHAVIOR IN THE FMCG SECTOR
Author: Kumari Reena, Kamal

The study "Impact of Promotional Strategies on Consumer Perception and Purchase Behavior in the FMCG Sector" investigates how marketing promotions influence consumer sentiment and influence purchasing choices. Promotional tactics including discounts, buy-one-get-one deals, digital campaigns, and point-of-sale ads are essential for drawing customers and influencing their purchasing decisions in the fiercely competitive FMCG (fast-moving consumer goods) sector. In order to determine how these characteristics influence customer decision-making, this study examines the interactions between different promotional methods and consumer demographics, such as age, income, and degree of urbanization.
The study assesses how well various promotional tactics increase brand remember, customer loyalty, and total sales performance using a mixed-method approach that includes surveys and case studies of top FMCG brands. The results show that consumer engagement is greatly enhanced by promotional programs catered to demographic preferences, with digital advertising working especially well for younger, tech-savvy audiences. The study's conclusion provides FMCG marketers with practical advice on how to create compelling and focused promotional campaigns that suit changing customer demands and market conditions. This study aims to investigate the complex effects of price reductions on consumer perception and buying habits in the FMCG industry in India. The results of this study will aid in the creation of successful sales tactics that respect brand integrity while catering to Indian consumers' tastes.
Keywords: FMCG (Fast Moving Consumer Goods) Sector, Promotional Strategies, Consumer Perceptions, Purchase Behavior, demographic preferences, price discounts.

Paper Title:
A STUDY ON CONSUMER PREFERENCE FOR TELEVISION BRANDS IN RELATION TO PRODUCT INNOVATION IN BHOPAL CITY
Author Name:
Vikram Shitole, Sameer Sinha, Vivek Sharma
Country:
India
Page No.:
7-11
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A STUDY ON CONSUMER PREFERENCE FOR TELEVISION BRANDS IN RELATION TO PRODUCT INNOVATION IN BHOPAL CITY
Author: Vikram Shitole, Sameer Sinha, Vivek Sharma

The research paper is prepared with the objective of studying the influencing role of product innovation in television as consumer preference & can that product innovation be considered as a marketing strategy in catching demand for television. The study is conducted on the 415 sample size from Bhopal city. It is thought through the hypothesis that there is no association between the product innovativeness in television & different brands in consumer preference through the chi square test. The sample is on a random basis. It is a descriptive & quantitative research along with a cross sectional study as the data is collected on one time frame. KEYWORDS: Product Innovation, Television Brands, Consumer Preference, Marketing strategy

Paper Title:
ANALYZING DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON CONSUMER BEHAVIOR IN THE E-COMMERCE SECTOR: A SECONDARY DATA STUDY
Author Name:
Preeti Singh
Country:
India
Page No.:
12-18
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ANALYZING DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON CONSUMER BEHAVIOR IN THE E-COMMERCE SECTOR: A SECONDARY DATA STUDY
Author: Preeti Singh

The rapid evolution of digital marketing has fundamentally transformed consumer interactions within the e-commerce sector. This secondary data study explores key digital marketing trends such as personalization, influencer marketing, omnichannel strategies, voice search, and video marketing, and examines their influence on consumer behavior. The paper synthesizes data from recent academic studies, industry reports, and market analyses from 2019 to 2024 to understand how these trends affect consumer engagement, purchase decisions, and brand loyalty. Findings reveal that AI-driven personalization significantly enhances consumer satisfaction and purchase intent, while influencer marketing and omnichannel consistency build trust and retention. Mobile-first strategies and user-generated content also play crucial roles in shaping consumer preferences. The research highlights the interconnectedness of these trends and their cumulative impact on the consumer decision journey. The study offers actionable insights for marketers to develop effective digital strategies that align with evolving consumer expectations in the highly competitive e-commerce environment.
Keywords: Digital Marketing, Consumer Behavior, E-Commerce, Personalization, Influencer Marketing, Omnichannel, Secondary Data

Paper Title:
D-MART VS BIG BAZAAR A COMPARATIVE ANALYSIS
Author Name:
Sourabh Khurana
Country:
India
Page No.:
67-69
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D-MART VS BIG BAZAAR A COMPARATIVE ANALYSIS
Author: Sourabh Khurana

The Indian retail industry has witnessed significant transformation over the past two decades, with organized retail chains playing a crucial role in shaping consumer shopping experiences. Among the most notable supermarket chains, D-Mart and Big Bazaar have emerged as key players, each adopting distinct business strategies. This paper presents a comparative analysis of D-Mart and Big Bazaar, focusing on their business models, pricing strategies, store expansion approaches, supply chain efficiency, and customer experience. Findings reveal that D-Mart’s cost-efficient, self-owned store model created long-term profitability. In contrast, Big Bazaar’s reliance on promotions and a lease-heavy expansion strategy led to financial distress. The study highlights the significance of sustainable retail strategies in emerging markets and discusses future trends, including e-commerce and omnichannel retailing.
Keywords: Retail industry, D-Mart, Big Bazaar, pricing strategy, supply chain management, financial performance, competitive strategy.

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