“AN ANALYTICAL STUDY OF CONSUMERS RELATED SALES PROMOTION IN FMCG”

Abstract

FMCG (Fast Moving Consumer Goods) are those goods which are  of low costs, doesn’t need a lot of time, thought and money to  purchase and have a relatively quick shelf turnover.The profit  margins on each individual FMCG is relatively less. Thus, the  profits receive from the FMCG products always calculated on the  basis of number of FMCG products sold. Under marketing mix, promotion is one of its pillar and similarly under promotion, sales  promotion is one of its pillar. In this study with regard to consumer  related sales promotion there are few narrated storiesas projective  theory and as operant conditioning theory.This study includes the  data collection and data analysis. Data has been collected through  survey method from 100 respondents selected through simple  random sampling. Help of structured questionnaire was taken for  conducting survey. As a part of study, certain theoretical aspects  have also been included based on secondary sources.Result of  this study focuses on the behaviour of consumers towards sales