A comparative study of different types of promotions in FMCG industry in India

Abstract

Consumer promotion is one of the most widely-used tools used by brands to draw consumers, particularly in the domain of Fast Moving Consumer Goods (FMCG). With increase in promotion sensitivity, consumers are actively on the lookout for promotions which are able to influence consumer purchases in stores. This study examines the effectiveness of different types of promotions compared to each other and provides an understanding about the preferences of consumers for these promotions. It also delves into the details of the various promotion types – value, volume, kind and theme to present findings which show how to design these promotions in an efficient manner.