Paper Details

Name: Kumari Reena, Kamal
Country: India

Year: 2024
Volume: Volume-11, Issue-2 (July-December)
Page Number: 1-6

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.