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Consumer Behavior
A Research Paper on
Effects of SALES Promotion on Consumer Buying behavior: A Perspective on FMCG Products

Subject: RMM

Submitted To
Faculty Name:Dr. Govind Dave
Institute: Indukaka Ipcowala Institute Of
Management (I2IM)

Prepared By
Roll No.:12MBA067, 12MBA006, 12MBA074, 12MBA111, 12MBA116

Effects of Sales Promotion on Consumer Buying Behavior: A Perspective on FMCG Products
Introduction
Today’s customer is habituated with the sales promotion activities. So without such activities it has become difficult for companies to achieve their target. The term sales promotion refers to many kind of selling incentives and techniques intended to product immediate and short term sales effect typical sales promotion include samples in pack premiums values pack refund and rebates sale promotion can be apply to across to broad range i.e from chewing gum to household and car
The other defining characteristics of sale promotion are its short term or immediate. For the present paper the researchers considers the household consumer for their primary survey as the products that they have taken into consider come under the FMCG. Major players of FMCG industry were:
Top 20 FMCG Companies in India 1. Hindustan Unilever Ltd. 2. ITC (Indian Tobacco Company) 3. Nestlé India 4. GCMMF (AMUL) 5. Dabur India Ltd 6. Asian Paints (India) 7. Cadbury India 8. Britannia Industries Ltd. 9. Procter & Gamble Hygiene and Health Care 10. Marico Industries Ltd. 11. Colgate-Palmolive (India) Ltd. 12. Gillette India Ltd. 13. Godfrey Phillips 14. Henkel Spic 15. Johnson & Johnson 16. Modi Revlon 17. Wipro 18. Nirma Ltd 19. Amul India 20. Godrej Consumer Products Ltd
Literature Review
The Indian FMCG industry is crowded with numerous national regional and local players. To win the consumer heart and retain the market share the competition amongst the various players. The
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