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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66513
Volume:
10 |
8 |
Aug 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Commerce
Government First Grade College, Hebbur 572120
Buyers of fast moving consumer goods (FMCG) have to be persuaded by the marketers to patronize their products through various ways and means. In a huge but complex market like India, this is no easy task. It is not just the size that makes the Indian market complex for the FMCG players. It is much more than that. Needs differ across our country, tastes differ across our country and traditions differ across our country, given the country’s diversity, in particular, the demographic diversity. This definitely rules out the “one size fits all” kind of approach on the part of marketers towards product promotion. But there are certain product-related or marketer-related characteristics that seem to cut across all the differences one finds in the consumer universe of the diverse Indian market. If the FMCG player concerned can identify at least one such characteristic and exploit it to the hilt, success if bound to follow sooner rather than later.
KEYWORDS
1. Satisfaction with the product clearly plays a significant role in inspiring brand loyalty in FMCG consumers. This should not be surprising considering the conservative Indian consumer’s insistence on value for money, although brand relevance comes a close second. 2. The importance attached to brand relevance by the prospects comes as a pleasant surprise given the widely-held view that the average Indian FMCG consumer does not understand the nitty-gritty of brands or their aspects. This is clearly a warning to the FMCG players: they should not underestimate the brand-consciousness of the average FMCG consumer and if they do, they will do so at their own peril! 3. Equally surprising is the importance the average Indian FMCG consumer attaches to perceived value. The widely-held view is that the inartful Indian FMCG consumer cannot be bothered to understand such niceties as “perceived value”. The FMCG players know better now. The FMCG space is only for players who realise that the days of caveat emptor are behind them! It is the buyer that calls the shots these days! 4. Considering the importance the prospects attach to satisfaction with the product, FMCG players should never allow this feature to be subordinated to any other feature even if the copybook says so.
1. Ailawadi,L.Kusum and Nelsin. (1998). Review of Literature. Retrieved from Review of Literature: http://shodhganga.inflibnet.ac.in/bitstream/10603/21347/11/11_%20chapter%202.pdf 2. Ayush Singh. (2013, March). New Product Launching Strategies of FMCGs Companies. Retrieved from Slideshare: http://www.slideshare.net/AyushSingh19/new-product-launching-strategies-of-fmcg-companies 3. Kiran Ramdas Sinalkar & Akash Balasaheb Shelke. (2012, Mar). Marketing Innovative Strategies Effects on FMCG Companies In Rural Markets. Retrieved from Slideshare: http://www.slideshare.net/Wsachin/marketinginnovativestrategieseffectsfmcgcompaniesinindiaruralregions
Publication Date
8/27/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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