Jaipuria International Journal of Management Research

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Determinants for Selecting FMCG Products with Special Emphasis on Cosmetics and Toiletries Segment


Affiliations
1 Bengal School of Technology & Management, Chinsura, Hooghly, West Bengal, India
2 Centre for Management Studies, JIS College of Engineering, Kalyani, Nadia, West Bengal, India
     

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Communication has become the key words for the organization. To survive in this competitive era companies need to adopt successful marketing strategy. Marketing communication tools always play a key role behind the effectiveness of marketing strategy. Each and every company is employing different media to reach its target audience. With the evolution of digital era, marketers need to be more perfect about their choice. They need to pay heed to both traditional as well as social media. Considering this fact the broad objective of this study is to find out the effective advertising media for the FMCG product. In this study different attributes are also given a focus along with the influencing factors for the FMCG products. It is also to ascertain which sales promotional tools attract customer most at the time of purchasing. The results of this study are presented through different graphs and tables. Even statistical tools are implied to bring a realistic picture how both traditional and social media play a part to attract the customers more towards the FMCG products i.e. how both the traditional and social media need to be synchronized to get an edge over the competitors.

Keywords

Advertising Media, Traditional Media, Social Media, Target Audience, Sales Promotion Tools.
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  • Determinants for Selecting FMCG Products with Special Emphasis on Cosmetics and Toiletries Segment

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Authors

Soumya Mukherjee
Bengal School of Technology & Management, Chinsura, Hooghly, West Bengal, India
Mrinal Kanti Das
Centre for Management Studies, JIS College of Engineering, Kalyani, Nadia, West Bengal, India

Abstract


Communication has become the key words for the organization. To survive in this competitive era companies need to adopt successful marketing strategy. Marketing communication tools always play a key role behind the effectiveness of marketing strategy. Each and every company is employing different media to reach its target audience. With the evolution of digital era, marketers need to be more perfect about their choice. They need to pay heed to both traditional as well as social media. Considering this fact the broad objective of this study is to find out the effective advertising media for the FMCG product. In this study different attributes are also given a focus along with the influencing factors for the FMCG products. It is also to ascertain which sales promotional tools attract customer most at the time of purchasing. The results of this study are presented through different graphs and tables. Even statistical tools are implied to bring a realistic picture how both traditional and social media play a part to attract the customers more towards the FMCG products i.e. how both the traditional and social media need to be synchronized to get an edge over the competitors.

Keywords


Advertising Media, Traditional Media, Social Media, Target Audience, Sales Promotion Tools.

References





DOI: https://doi.org/10.22552/jijmr%2F2016%2Fv2%2Fi1%2F121469