IMPACT OF SALES PROMOTION STRATEGIES ON CUSTOMER PURCHASE INTENTION IN FMCG PRODUCTS

Abstract

Sales promotion is a popular marketing technique that has been used by businesses for decades to boost sales, increase revenue and gain new customers. One of the industries where it's most commonly used is fast-moving consumer goods (FMCG). FMCG products are those that are sold quickly and at relatively low cost, such as food items, toiletries, and household cleaning products. The impact of sales promotion on these types of products can be significant, often resulting in increased brand awareness and loyalty. In this paper, we will explore the need and importance of sales promotion in FMCG products and investigate the impact of sales promotion techniques on consumer buying decisions and purchase intention. Descriptive research designs were used for this study. Simple random sampling method was adapted for this study and the samples are chosen from areas of Chengalpattu District, Tamil Nadu. The responses were collected from those who shopped frequently with FMCG products. A Total of 317 consumers were approached. Finally, 300 consumers are considered as a sample size for the study. Descriptive statistics, correlation, and regression analysis are applied to describe the samples. It is found that aesthetic appeal, Exchange offers, Quiz Contests, Demonstrations, samples, Free Goods, Premium, Prices off, and Coupons discounts are the sales promotion tools having the more relationship with excitement purchase behavoiur of customers in the purchase of fast moving consumer goods.

Keywords: Sales Promotion, Consumer buying behaviour, Purchase intention. FMCG Products