A Study on Role of Sales Promotion in FMCG  Products Towards Instant Cooking Food Products  (With Special Reference to Chennai City)

ALEXANDER CVJ VICTORIA; Dr. M. GANESAN

Volume : IV, Issue : I, January - 2014

A Study on Role of Sales Promotion in FMCG Products Towards Instant Cooking Food Products (With Special Reference to Chennai City)

Alexander Cvj Victoria, Dr. M. Ganesan

Abstract :

In FMCG Instant Cooking food products play a key role among the people in today’s busy lifestyle. It is observed that there is a huge flow of products into the consumer market in Chennai city. The present study made an attempt to analyze the role of sales promotion towards Instant Food Products by individual households and to predict the demand for Instant Food Products. All the respondents were aware of pickles and Sambar masala but only 56.67 per cent of respondents were aware of Dosa/Idli mix. The main objective of this study is to identify factors (demographic factors and behavioral factors) influencing on sales promotion towards these products. For this purpose, 100 respondents were selected by using Area Probability Sampling method with an association of Judgment Sampling and data gathered from them through questionnaire and personal interviewing. The findings showed the majority of the consumers for these products were young generation people especially students and working people below 45 years who belongs to nuclear family with moderate monthly income level. It was also found that television was the major source of medium for consumer awareness, and the interest of consumer towards these products was instant consumption, timesaving, taste and convenience to use them as snacks. Therefore it is recommend that these food manufacturers should pay much attention on attractive packaging, health and nutrients and quality and intermediaries should stress on effective sales promotion activities to increase the consumption of these products and sustainability.