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

Volume : VII, Issue : VI, June - 2018

Tahseen, Dr. B. G. Satyaprasad

Fast-moving consumer goods (FMCGs) are products that sell quickly and at a relatively low price. Examples include

non-durable goods such as soft drinks, toiletries, and grocery items. The FMCG sector has been growing at a fast

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,

requires a good number of stakeholders for its success and the stakeholders have to move in perfect lockstep with each other. Additionally,

the consumer / customer stakeholders have different expectations vis-�-vis their requirements based on where they hail from – rural India

or urban India. In the circumstances, the researcher set out to ascertain whether a ight year lay ahead for the FMCG industry. He

interviewed FMCG marketers and consultants for the purpose and collected primary data from them. The researcher also sought to come

up with a strategy that the FMCG marketers could follow to usher in positive changes in consumer behaviour towards purchase of FMCG

products. They inferred that the FMCG marketers should exploit the digital marketing tools to the hilt for in􀃸uencing consumer behaviour.

Drip e-mail marketing, consumer-centric content and social media would supplement their efforts ideally. The marketer should create a

website for consumers to share information about their FMCG products and engage them through helpful forums. The marketer could use

the website to place its ads, too. Eventually, the marketer would have in􀃸uenced the behaviour of a strong community of loyal customers

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

the highly diverse and humongous Indian market can be easily accessed by the marketers.