Volume : 7, Issue : 6, June - 2018

HOW FMCG MARKETERS CAN USHER IN POSITIVE CHANGES IN CONSUMER BEHAVIOUR TOWARDS PURCHASE OF FMCG PRODUCTS

Tahseen, Dr. B. G. Satyaprasad

Abstract :

<p>&nbsp;Fast-moving consumer goods (FMCGs) are products that sell quickly and at a relatively low price. Examples include</p> <div>non-durable goods such as soft drinks, toiletries, and grocery items. The FMCG sector has been growing at a fast</div> <div>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,</div> <div>requires a good number of stakeholders for its success and the stakeholders have to move in perfect lockstep with each other. Additionally,</div> <div>the consumer / customer stakeholders have different expectations vis-&agrave;-vis their requirements based on where they hail from &ndash; rural India</div> <div>or urban India. In the circumstances, the researcher set out to ascertain whether a ight year lay ahead for the FMCG industry. He</div> <div>interviewed FMCG marketers and consultants for the purpose and collected primary data from them. The researcher also sought to come</div> <div>up with a strategy that the FMCG marketers could follow to usher in positive changes in consumer behaviour towards purchase of FMCG</div> <div>products. They inferred that the FMCG marketers should exploit the digital marketing tools to the hilt for in􀃸uencing consumer behaviour.</div> <div>Drip e-mail marketing, consumer-centric content and social media would supplement their efforts ideally. The marketer should create a</div> <div>website for consumers to share information about their FMCG products and engage them through helpful forums. The marketer could use</div> <div>the website to place its ads, too. Eventually, the marketer would have in􀃸uenced the behaviour of a strong community of loyal customers</div> <div>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</div> <div>the highly diverse and humongous Indian market can be easily accessed by the marketers.</div>