A Study on Role of Sales Promotion in Fmcg Products towards Instant Food Products with Special Reference to Pudukkottai District

Abstract

The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products.  This research utilized a focus group methodology to understand consumer behaviour toward instant food products.  The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding consumer’s behaviour towards the packaging of FMCG products.  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 cooking materials but only 64.23% of respondents were aware of cooking material mix.  The main objective of this study s to identify factors (demographic factors and behavioural factors) influencing on sales promotion towards these products.  For this purpose, 75 respondents were selected by using area probability sampling method with an association of Judgement 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 50 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.