ABSTRACT

The FMCG sector in India expanded due to consumer-driven growth and higher
product prices, especially for essential goods. FMCG sector provides employment to around
3 million people accounting for approximately 5% of the total factory employment in India.
FMCG sales in the country was expected to grow 7-9% by revenues in 2022-23. The key
growth drivers for the sector includes favourable Government initiatives & policies, growing
rural market and youth population, new branded products, and growth of e-commerce
platforms.

The FMCG concept has been argued and examined for a long time, though what
constitutes FMCG and the underlying meaning for it no one has ever fully identified yet.
FMCG has been defined in many terms, view FMCG as a sumptuous lifestyle, aesthetics and
benefits from refinement. FMCG needs not necessarily to be a product or service; FMCG can
be considered as experiential or at a personal level. On the other hand, suggest prestige
seeking consumer behaviour should also consider the interpersonal level. Thus suggested the
FMCG concept should be defined based on an integrative understanding, FMCG is a
subjective and multidimensional construct. To better understand the FMCG concept a
framework has been designed.

This purpose was initially developed as the market for consuming FMCG Brand App
brands, particularly the context of Brand App, has found to surpass that of other consumer
categories. Given the growth figures, the market of FMCG Brand App brands have yet
remained under analyzed in the sense of qualitative research in particular. The context of this
paper provided the author with space to further investigate such consumption practices.
Consumer research has previously investigated the connection between the consumption of
FMCG Brand App brands and the consumer’s self-concept.

Future studies could explore both the brand management and consumer implications
of strategies in light of their congruency with a FMCG Brand App brand’s identity. Second,
research might focus on the importance of product and price in crisis contexts. This may
coincide with consideration of the distribution channel(s) of FMCG Brand App brands to
better understand how the three – product, price, and distribution – may be effectively
developed during crisis (or even non-crisis) conditions.
INTRODUCTION
 INTRODUCTION

How to Manage Your Social Media Advertising Campaigns

To manage a successful social media advertising campaign, considering the following:

Run your ad campaigns manually.

Out of the three ways to manage a campaign, running it manually will be your cheapest and
most straightforward option. All you have to do is choose an advertising platform and set up
your campaign.

Pros

Running an ad campaign manually allows you to invest 100% of your budget into testing ads
and finding the best rather than spending extra money on ad management tools or agency
fees.

Plus, taking charge of your own campaigns can let you develop an eye for advertising to learn
and improve your campaigns in the future. Instead of letting someone else do the work, you
can become an expert and speak the language, even if you hire outside advertisers down the
road.

Cons

Becoming an advertising expert takes time and commitment, which means that the more time
you invest in advertising, the less you can spend in other areas of your business. If you are a
business owner, spending hours mastering advertising might not be conducive to a busy work
schedule.

Additionally, just because you invest a lot of time in becoming an advertising expert does not
mean your ads will succeed. If you’re stepping into the advertising world, it may be a gamble
to invest all that time and risk not getting the results you want.
Who is it ideal for?

Running your campaigns manually may be your best bet if you’re operating on a tight budget
and don’t have the means to hire an advertising agency.

However, unless you’re already a seasoned advertiser, you will need to be willing to invest
time and effort to learn.

Run your ad campaigns using automated software.

With social media ad spending in the United States expected to reach more than $122 billion
by 2026, it should come as no surprise that there are now a plethora of third-party tools to
help you manage your campaigns.

Pros

Third-party tools like AdEspresso or Revealbot can make optimizing Facebook ad campaigns

and analyzing results much easier than using Facebook’s Ad Manager.

Companies can also utilize automated tools like Adext, which uses AI to manage the entire
campaign and allows you to focus on other areas of your business.

With so many tools on the market, you’ll be able to save time, optimize campaigns and
ensure that their money is going toward ads that will turn into sales.

Cons

While third-party tools are often relatively affordable, they are still an additional cost to
consider.

Just like manually running your own ad campaign, automated software risks spending money
but not getting the desired results. Since you aren’t controlling the entire campaign process, it
might be more challenging to identify where the ads manager is falling short.
Who is it ideal for?

For merchants working on a tight budget but also don’t have the time to invest in running
their campaigns, using third-party tools is the happy medium. Creating a successful campaign
is achievable with automated software and minimal invested time.

For business owners with limited resources, this is likely the best option.

Hire a professional to run your ad campaigns.

While this option is often the most expensive, it’s also the simplest and will likely reap the
most benefits. Rather than relying on your own expertise or automated software, hiring a
professional is likely to be the best option for achieving the results you want.

Pros

The most obvious advantage of hiring an advertising professional is that they know what
they’re doing. As a result, the chances of getting your desired results are much higher.

Hiring a managed service also means zero work on your part, so you can invest time and
energy into other areas of your business that need more focus.

Although you’d be paying a fee and ad spend, the hope is that your advertising will turn into
consistent sales and keep you net positive.

Cons

The primary downside to hiring an ad agency is that you could waste a lot of money if you
don’t hire a good ad agency.

Make sure to perform your own research to hire trustworthy professionals. Unfortunately,
some agencies are only self-proclaimed experts who lure customers into wasting their money.

Who is it ideal for?

Hiring a managed service is the ideal solution for those who have the budget to spend and are
eager for immediate sales.
Since social media advertising is easily measurable — if your ads aren’t performing up to
your standards — you'll know who is responsible and if you need to hire a new and better
agency.

How to Build a Creative Social Media Advertising Strategy

Making a successful social media advertising campaign is one thing, but crafting a creative
ad strategy is often another matter. Before you begin, consider the following:

Determine what to sell.

If your ecommerce business only produces and sells one product, or if you already have an
obvious bestseller, you can skip this step.

However, if your business has a large product catalog, you'll need to identify which of your
products are most valuable and should be central to your advertising efforts.

Once you calculate your product's value, you can determine which ones generate high profits
but are underrepresented in the ad account and adjust accordingly. While you can create a
good advertisement for an average-selling product, featuring a bestselling product will likely
result in more conversions and sales.

Research your audience.

Before selling to your audience, you must understand who they are and what they want.
Knowing the functional purpose of your product and what your customers want isn’t always
black and white.

To further know your audience, consider the following tips:

 Whether positive or negative, customer reviews are valuable insights into what your
customers want and how they view your product. These reviews can come from your
online store, blogs, YouTube videos or Reddit posts.
 Google Trends and keyword searches can help you understand how customers think
about different products or topics.
 Search for related hashtags on your brand’s social networks. This could be an
excellent opportunity to find organic search for your products.
Use a creative platform.

The genesis of social media has opened the doors to many new opportunities for digital
advertising, allowing businesses to take advantage of the innate capabilities of platforms like
Facebook, Instagram, Snapchat and Twitter.

While there are limitations to social media platforms, they're still opportunities for businesses
to get creative in their customer interactions. Whether it's building out a FAQ section,
interacting with customers directly or crafting a consistent presence, social media can change
the avenues and direction of your advertising plans.

Create a digital marketing campaign.

Once you know your product and audience, it’s time to start putting the pieces into action.
Here are four steps to get you on your way to building a successful digital marketing
campaign:

Define your goals

Setting clear and reachable business goals is a vital foundation for creating a successful
campaign.

It can be easy to jump into a campaign with lots of vision and ambition, but if you don’t have
a focused approach, these ambitions may fall short. Whether it’s brand awareness, more
social media followers or a higher SEO ranking, make sure you have a definable goal to
guide you in your decisions throughout the process.

Identify your target audience

Make sure to know your audience, clearly and concisely. The more you understand who your
customers are and what they want, the better you’ll be able to refine your advertising to better
meet their needs.

Create customer personas

A customer persona is a detailed description of your target customer, highlighting their
demographics such as age, location, occupation, income and other details that may influence
how they make purchase decisions.

Determine your budget

Assessing your budget is key to determining your limitations and how you should allocate
your resources.

Luckily, social media marketing is generally less expensive than traditional marketing, so

your investments in digital will often give you more bang for your buck.

Improve your performance.

Return on advertising spend (ROAS) can clue you in on whether your ads are working, but
they can’t tell you why if they aren’t.

You can also use the AIDA system to help businesses understand how customers experience
advertisements and content. Designed in 1898, AIDA is a behavioral model that highlights
the four effects an ad should produce in a customer:
 Attention: How the content stops the prospect.
 Interest: How the content holds the prospect.
 Desire: How and why the content causes the prospect to explore further.
 Action: How the content effectively sets up the final desired results, from purchases to
conversions.

Best Social Media Platforms to Advertise On

When deciding where to place your ads, keep in mind that each social media site holds a
unique audience — find out where your ideal customers are and meet them there.

The most popular platforms for social media advertising include:

Facebook

As the largest social media platform in the world, it’s safe to say that Facebook is a reliable
choice when deciding where to advertise. Facebook is popular among a wide variety of
demographics, meaning there’s a good chance your target audience is engaging with the
platform, too.

Aside from allowing Facebook users to connect and share content online, the platform also
offers merchants the opportunity to advertise their products and services online. Here are a
few Facebook advertising options that can help you meet campaign goals:

Image and Video ads

Image and video ads are the most basic ad formats provided by Facebook and among the
simplest to design. Through a single high-quality image or video, advertisers can highlight
new products, services and brands, and use them at any point of the sales funnel.

Stories ads

Stories ads are full-screen image, video or carousel ads that are presented through Facebook,
Messenger or Instagram. However, unlike typical stories, stories ads do not disappear after 24
hours, giving them greater breadth and freedom of expression.

Carousel ads

Carousel ads allow advertisers to show two or more images or videos within a single ad. Each
ad can be presented with its own headline, description, link or call to action (CTA).

Slideshow ads

Slideshow ads are video-like ads that use up to ten images or a single video, displayed within
a slideshow. They differ from video ads due to their fast-loading and easy-to-create nature.

Collections ads

Collection ads make it easier for people to discover, browse and purchase products from their
phones. Each ad features a primary video or image with several accompanying images in a
grid-like layout, pulling together in an immersive experience.
 INDUSTRY PROFILE
The FMCG sector in India expanded due to consumer-driven growth and higher product
prices, especially for essential goods. FMCG sector provides employment to around 3 million
people accounting for approximately 5% of the total factory employment in India. FMCG
sales in the country was expected to grow 7-9% by revenues in 2022-23. The key growth
drivers for the sector includes favourable Government initiatives & policies, growing rural
market and youth population, new branded products, and growth of e-commerce platforms.
Resilience needs to be the key factor in the manufacturing process, daily operations, retail
and logistic channels, consumer insights and communication that will help FMCG companies
to withstand the test of time and create more value for consumers in the long run.

Fast-moving consumer goods (FMCG) sector is India’s fourth-largest sector and has been
expanding at a healthy rate over the years as a result of rising disposable income, a rising
youth population, and rising brand awareness among consumers. With household and
personal care accounting for 50% of FMCG sales in India, the industry is an important
contributor to India’s GDP.

India is a country that no FMCG player can afford to ignore due to its middle class
population which is larger than the total population of USA. The Indian FMCG market
continues to rise as more people start to move up the economic ladder and the benefits of
economic progress become accessible to the general public. More crucially, with a median
age of just 27, India's population is becoming more consumerist due to rising ambitions. This
has been further aided by government initiatives to increase financial inclusion and establish
social safety nets.

Growing awareness, easier access and changing lifestyles have been the key growth drivers
for the sector. The urban segment (accounts for a revenue share of around 55%) is the largest
contributor to the overall revenue generated by the FMCG sector in India. However, in the
last few years, the FMCG market has grown at a faster pace in rural India compared to urban
India. Semi-urban and rural segments are growing at a rapid pace and FMCG products
account for 50% of the total rural spending.
MARKET SIZE

FMCG market reached US$ 56.8 billion as of December 2022. Total revenue of FMCG
market is expected to grow at a CAGR of 27.9% through 2021 to 2027, reaching nearly US$
615.87 billion. In 2022, urban segment contributed 65% whereas rural India contributed more
than 35% to the overall annual FMCG sales. Good harvest, government spending expected to
aid rural demand recovery in FY24. The sector had grown 8.5% in revenues and 2.5% in
volumes last fiscal year. In the January-June period of 2022, the sector witnessed value
growth of about 8.4% on account of price hikes due to inflationary pressures. In Q2, CY22,
the FMCG sector clocked a value growth of 10.9% Y-o-Y — higher than the 6% Y-o-Y
value growth seen in Q1.

Indian food processing market size reached US$ 307.2 trillion in 2022 and is expected to
reach US$ 547.3 trillion by 2028, exhibiting a growth rate (CAGR) of 9.5% during 2023-
2028.

Digital advertising will grow at 14.75% CAGR to reach Rs. 35,809 crore (US$ 4.3 billion) by
2023, with FMCG industry being the biggest contributor at 42% share of the total digital
spend.
AIMS AND OBJECTIVE
 AIMS AND OBJECTIVE

The FMCG concept has been argued and examined for a long time, though what
constitutes FMCG and the underlying meaning for it no one has ever fully identified yet.
FMCG has been defined in many terms, view FMCG as a sumptuous lifestyle, aesthetics and
benefits from refinement. FMCG needs not necessarily to be a product or service; FMCG can
be considered as experiential or at a personal level. On the other hand, suggest prestige
seeking consumer behaviour should also consider the interpersonal level. Thus suggested the
FMCG concept should be defined based on an integrative understanding, FMCG is a
subjective and multidimensional construct. To better understand the FMCG concept a
framework has been designed.

Although FMCG has been studied by many terms, the distinction between FMCG and
status goods has always been confused. Many researchers commonly use status goods or
prestige to replace FMCG, some of them believe status and prestige are synonymous to each
other, however argued FMCG is more restricted, with self indulgence elements as well as
prestige symbol.
 OBJECTIVES

 To study the FMCG concept and the underlying theory of consumer culture that
creates the FMCG brand app market.
 To understand Indian FMCG market and the FMCG market in the world as a whole.
 What are the motivations for young consumers in Indian to purchase FMCG branded
apps with small ventures products.
 What motivates consumers in College Students to purchase FMCG products, are there
any major similarities or differences between young consumers in these Nagpur City.

 For the Indian young consumer is the motive to purchase FMCG branded products
related to fitting in with peers or expressing personal.
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

The study of conducting research is Research Methodology. Research: The word research is
composed of two syllables “Re” and “Search”. “Re” is the prefix meaning ‘Again or over
again or a new’ and “Search” is the latter meaning ‘to examine closely and carefully’ or ‘to
test and try’. Together they form, a careful, systematic, patient study and investigation in
some field of knowledge undertaken to establish principles / policies. Research can also be
defined as-

 Search for knowledge

 Systematic and scientific search for getting relevant answers on any taken up specific
topic.
 Scientific enquiry into a subject.
 Research is a movement from the unknown to the known.
 It is the voyage of discovery Acc to Bulmer, Research is primarily committed to
establishing systematic, reliable and valid knowledge about the social world.

According to Clifford Woody, Research comprises of

 Defining and redefining problems.

 Formulating hypothesis (basic idea)
 Collecting
 Organizing
 Evaluating data
 Making decisions
 Suggesting solutions
 Reaching conclusions

Marketing is an essential aspect of every business organization, if it is to be successful. Good

marketing managers are referred to as those who have fair and are able to take decisions
based on their instincts and gut feeling in other word, this are person who are clearly tried to
understand to particular industry, there product offering, their competitor, there customer and
above all how to use marketing communication to successfully sell as product. But the
continuously changing marketing environment involves a great amount of uncertainty, risk
and above all substantial marketing expenditure.
Most marketers are for removed from their ultimate customer the torch bear who will be the
ultimate decision maker to determine the success or failure of the product. Yet these
managers must be knowledgeable and well informed about their market, customer and
competitor so as to make good marketing decision. This is where the concept of the
marketing research facilities by providing information to aid the decision making process.

At the end of the day, for the marketing decision makers, marketing research is group of
method and technique to provide relevant information that can support analysis and decision
to do with the creation and management of marketing communication.

Before going into the definition of marketing research let us briefly examine the meaning of
terms research and market research simply stated research refers to the process of collecting,
documentating and analyzing important critical relevant information pertaining to any
problem or question. This mean that the presence of a problem or query or question implies
research is to be undertaken.

For year together, the Indian industry has always relied on entry barrier to protect it from
competition. During this period, the success of the firm depended upon political patronage
rather than operational efficiency and performance. From the customer side there was a
forced loyalty and grudging acceptance of high tariff.

However, now the integration of the Indian industry with the global economy the customer
are also becoming more aware, demanding and sophisticated, with the advent of e-commerce
and the disappearance of trade barriers, marketing firms need to stretch themselves in order
to reach out the customer.

Research Approaches-

There are two main approaches to research, namely quantitative approach and qualitative
approach. The quantitative approach involves the collection of quantitative data, which are
put to rigorous quantitative analysis in a formal and rigid manner. This approach further
includes experimental, inferential, and simulation approaches to research. Meanwhile, the
qualitative approach uses the method of subjective assessment of opinions, behavior and
attitudes. Research in such a situation is a function of the researcher’s impressions and
insights. The results generated by this type of research are either in non-quantitative form or
in the form which cannot be put to rigorous quantitative analysis. Usually, this approach uses
techniques like in-depth interviews, focus group interviews, and projective techniques.
UNIVERSE OF STUDY :-

Universe of study for this project is Nagpur city

SAMPLE SIZE :-

The sample size is used on 50 Respondents

SAMPLE METHOD :-

This method is used in Random Method

RESEARCH STUDY

A research design may broadly be classified into three main categories

• Descriptive research: Descriptive studies are undertaken in many circumstances.

When the research is interested in knowing the characteristics of certain group such as
age, sex, educational level, occupation or income etc.
RESEARCH DESIGN
RESEARCH DESIGN

Research design is needed because it facilitates the smooth sailing of the various research
operation making research as efficient with as possible, yielding maximal information with
minimal expenditure of effort, time and money, preparation of the research design should be
done with great care as any error in it may upset the entire project research design, intoed, has
great bearing in the reality of the research arrived at and as such constitution the film
foundation of the entire of edifice of the research work.

POPULATION

The target population for this research defined to include the IT Companies Employees in
Nagpur, while the accessible population is the IT Companies in Maharashtra State, since
these are the Nagpur educators within the researcher’s reach.

SAMPLE DESIGN

Researcher is using sampling method in which some elements of the population are
included in the sample.

STATISTICAL TOOLS

This study is complete based on secondary data the data required for the study has
been collected from technical & trade journals, books, magazines & newspaper, report &
publication of various association, websites of the company and reports prepared by research,
scholars universities, economist, etc.

Quantitative Analysis
Quantitative analysis uses numerical data to identify statistical relationships between
variables. Quantitative data are numerical, ordinal, nominal. For example, surveys,
questionnaires, and evaluations that include multiple choice items and ratings provide
quantitative data for analysis.
Qualitative Analysis
Qualitative analysis uses descriptive data to understand processes, develop insights into the
form of sensitizing concepts, and present the view of the world from the point of view of the
participants. Qualitative data are descriptive. For example, field notes, interviews, video,
audio, open-ended survey questions all provide qualitative data for analysis.
 DATA COLLECTION

Data collection is a standout amongst the most essential stages in carrying on a research. You
can have the best research plan in the world, however, in the event that you can’t gather the
necessary data you will not have the capacity to complete your venture. Data collection is an
extremely challenging work which needs exhaustive planning, diligent work, understanding,
determination and more to have the capacity to complete the assignment effectively. Data
collection begins with figuring out what sort of data is needed, followed by the collection of a
sample from a certain section of the population.

All marketing research can tap two sources of data for investigation that are:

1) Internal sources

2) External source

Fact and figure are the raw materials with which the research work . Internal sources
are the companies own record register, documents, sales record invoices provide valuable
information regarding sales by product territories, customers, Research starts with internal
data and it is irrespective . Preliminary or the explanative phase of research usually taps the
internal source initially. All other sources and information are the external source of data.

Another way of classifying the source of information is -

1. Primary data
2. Secondary data
A research plan was followed for gathering primary data, secondary data or
both.

Primary Data-

When someone refers to "primary data" they are referring to data collected by the researcher
himself/herself. This is data that has never been gathered before, whether in a particular way,
or at a certain period of time.
Researchers tend to gather this type of data when what they want cannot be find from outside
sources. You can tailor your data questions and collection to fit the need of your research
questions.

This can be an extremely costly task and, if associated with a college or institute, requires
permission and authorization to collect such data. Issues of consent and confidentiality are of
extreme importance.

Primary data actually follows behind secondary data because you should use current
information and data before collecting more so you can be informed about what has already
been discovered on a particular research topic.

Primary data is the data collected by the researcher themselves, i.e.

1. interview
2. observation
3. action research
4. case studies
5. life histories
6. questionnaires
7. ethnographic research

Secondary Data-

If the time or hassle of collecting your own data is too much, or the data collection has
already been done, secondary data may be more appropriate for your research.

This type of data typically comes from other studies done by other institutions or
organizations. There is no less validity with secondary data, but you should be well informed
about how it was collected.

Secondary sources are data that already exists

1. Previous research
DATA ANALYSIS & INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

1) GENDER

OPINION PERCENTAGE

MALE 49

FEMALE 51

49 MALE
51 FEMALE
2) Have you ever used either FMCG before?

OPINION PERCENTAGE

YES 74.5

NO 25.5

25.5

YES
NO

74.5
3) Which platform do you prefer for buying FMCG items?

OPINION PERCENTAGE

FMCG 60

Other 40

40

FMCG
Other

60
4) How easy was it for you to navigate through FMCG?

OPINION PERCENTAGE

Easy 70

Difficult 30

30

Easy
Difficult

70
5) Which platform has a wider variety of FMCG items?

OPINION PERCENTAGE

FMCG 45

Other 55

45
FMCG
Other
55
6) Rate the services of FMCG in terms of payment or shipping?

OPINION PERCENTAGE

Strongly Agree 30

Agree 25

Neutral 30

Disagree 10

Strongly Disagree 5

10

30

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
30

25
7) Have you purchased items on either platform? If so, which one has a better buyer
experience?

OPINION PERCENTAGE

Strongly Agree 25

Agree 30

Neutral 25

Disagree 10

Strongly Disagree 10

10

25
10

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

25

30
8) Rate the prices of items on FMCG reasonable in your opinion?

OPINION PERCENTAGE

Strongly Agree 20

Agree 30

Neutral 25

Disagree 15

Strongly Disagree 10

10
20

15

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

30
25
9) Do you feel that FMCG provide enough security measures to protect buyers from
fraud?

OPINION PERCENTAGE

Strongly Agree 30

Agree 20

Neutral 25

Disagree 15

Strongly Disagree 10

10

30
15

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

25
20
10) Would you recommend FMCG to a friend who is looking to buy FMCG items?

OPINION PERCENTAGE

Strongly Agree 20

Agree 30

Neutral 20

Disagree 20

Strongly Disagree 10

10
20

20
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

30

20
CONCLUSION

CONCLUSION
 The aim of this thesis was to examine the role of FMCG Brand App brands in the
self-concept of young Swedish consumers.
 This purpose was initially developed as the market for consuming FMCG Brand App
brands, particularly the context of Brand App, has found to surpass that of other
consumer categories. Given the growth figures, the market of FMCG Brand App
brands have yet remained under analyzed in the sense of qualitative research in
particular.
 The context of this paper provided the author with space to further investigate such
consumption practices.
 Consumer research has previously investigated the connection between the
consumption of FMCG Brand App brands and the consumer’s self-concept.
 This enabled the author of the current paper to develop two research questions to
achieve the aim of this paper. The emerged research questions were as followed:
 In order to fulfill the aim of this thesis, the author used a qualitative approach to
interview ten individuals between the ages of 24-30 who consume FMCG Brand App
brands.
 Based on the empirical findings, the current study found the consumption of FMCG
Brand App brands to relate to two dimensions in particular, namely the ‘actual self’
and the ‘ideal self’. The consumption of such brands tends to contribute to both
dimensions. FMCG Brand App brands appeared to function as a confidence booster
for the perspective of the ‘actual self’ whereas such brands also emphasized a striving,
and motivating role to achieve the ‘ideal self’ of consumers.
SUGGESTION

SUGGESTION
 The findings from this study may serve future research endeavors in a few important
directions. First, there were indications from this study that brand identity should be
the preeminent consideration when determining strategic management responses to
financial crisis.
 Future studies could explore both the brand management and consumer implications
of strategies in light of their congruency with a FMCG Brand App brand’s identity.
Second, research might focus on the importance of product and price in crisis
contexts.
 This may coincide with consideration of the distribution channel(s) of FMCG Brand
App brands to better understand how the three – product, price, and distribution – may
be effectively developed during crisis (or even non-crisis) conditions.
 Quantitative studies could be done on the overall efficacy of the crisis brand
management strategies themselves based on specific measures (e.g., sales, profit,
growth rate, etc.) Findings also emerged that suggested that internal factors (e.g.,
inventory positions, debt, etc.) were part of the strategic management responses of
FMCG Brand App brands.
 Future studies could explore the factors affecting FMCG Brand App brands during
crisis, specifically including internal factors. Beyond internal factors, a more in-depth
study could be done of all factors that impact FMCG Brand App brands and their
combined effect on brand management strategies before, during, and after crisis.
 Aspects of the study could be replicated with a broader sample to further contribute to
a comprehensive FMCG brand management framework.
BIBLIOGRAPHY

BIBLIOGRAPHY
BOOKS :-

 Aaker, J., Fournier, S., & Brasel, A. (2004). When good brands do bad. Journal of
Consumer Research, 31(1), 1-16.
 Achabou, M. K., & Dekhili, S. (2013). FMCG and sustainable development: Is there a
match?. Journal of Business Research, 66(10), 1896-1903.
 Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes
and behavior. Journal of Consumer Research, 31(1), 87-101.
 Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages: A consumer
competition perspective. Journal of Advertising, 40(3), 19-30.
 Aguirre-Rodriguez, A. (2014). Cultural factors that impact brand personification
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WEB SITES :-

 www.slidershare.com

 www.marketingresearch.com
ANNEXURE

ANNEXURE
1) GENDER
 MALE
 FEMALE

2) Have you ever used either FMCG before?

 YES
 NO

3) Which platform do you prefer for buying FMCG items?

 FMCG
 Other

4) How easy was it for you to navigate through FMCG?

 Easy
 Difficult

5) Which platform has a wider variety of FMCG items?

 FMCG
 Other

6) Rate the services of FMCG in terms of payment or shipping?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

7) Have you purchased items on either platform? If so, which one has a better buyer
experience?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
8) Rate the prices of items on FMCG reasonable in your opinion?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

9) Do you feel that FMCG provide enough security measures to protect buyers from
fraud?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

10) Would you recommend FMCG to a friend who is looking to buy FMCG items?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree