HOW FMCG MARKETERS CAN USHER IN POSITIVE CHANGES IN CONSUMER BEHAVIOUR TOWARDS PURCHASE OF FMCG PRODUCTS
Journal Title: GJRA-Global Journal For Research Analysis - Year 2018, Vol 7, Issue 6
Abstract
Fast-moving consumer goods (FMCGs) are products that sell quickly and at a relatively low price. Examples include non-durable goods such as soft drinks, toiletries, and grocery items. The FMCG sector has been growing at a fast clip although its pace of growth has not been consistent across the country. After all, the sector, on account of the very nature of its activity, requires a good number of stakeholders for its success and the stakeholders have to move in perfect lockstep with each other. Additionally, the consumer / customer stakeholders have different expectations vis-à-vis their requirements based on where they hail from – rural India or urban India. In the circumstances, the researcher set out to ascertain whether a bright year lay ahead for the FMCG industry. He interviewed FMCG marketers and consultants for the purpose and collected primary data from them. The researcher also sought to come up with a strategy that the FMCG marketers could follow to usher in positive changes in consumer behaviour towards purchase of FMCG products. They inferred that the FMCG marketers should exploit the digital marketing tools to the hilt for influencing consumer behaviour. Drip e-mail marketing, consumer-centric content and social media would supplement their efforts ideally. The marketer should create a website for consumers to share information about their FMCG products and engage them through helpful forums. The marketer could use the website to place its ads, too. Eventually, the marketer would have influenced the behaviour of a strong community of loyal customers that it could tap to sell their products in future. One can post messages on Facebook even in the local languages and this means that even the highly diverse and humongous Indian market can be easily accessed by the marketers.
Authors and Affiliations
Dr. Tahseen, Dr. B. G. Satyaprasad
Keywords
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