Features of Sales Promotion in the FMCG Market in Modern Economic Conditions

Abstract

The article discusses the features of sales promotion in the FMCG market and presents the main behaviour patterns of the players in this market. This paper defines the effective sales promotion tools, based on modern tendencies of consumer behaviour in the market of fast-moving consumer goods. The research systematizes major sales promotion tools in the FMCG market, which is useful for small and big enterprises in terms of organizing a successful sales promotion program; describes advantages and caveats in sales promotion means operation as an element of promotion mix and a part of integrated marketing communications; defines general peculiarities of the sales promotion process in Ukrainian FMCG market. On the example of brand “Fructis”, the authors investigate the factors that influence consumer behaviour in the FMCG market. The significant factors of “Fructis” demand formation, which were defined based on the results of the correlation and regression analysis, include the following: the price of a particular product, the income of consumers, and using sales promotion means in the point of sales. It is critical for the research that it has revealed, among the main factors influencing the consumers’ purchase decision, the significant positive effect of consumer promotion on the sales volume. In the process of planning a sales promotion program, it is expedient to pay attention to the aspects enabling the definition of the general features of the choice of the sales promotion tools which are effective and profitable for a company and relevant for consumers. The results of the research cause considering the price promotion as one of the most effective sales promotion methods for brand “Fructis” and for FMCG players in general. Price promotion can contribute to brand penetration, repeat purchases, sales volume increase, and market share growth. The important requirement for successfully using price promotion in the system of marketing activities of enterprises is a coordinated connection with all other promotional methods within the integrated marketing communications approach in order to obtain a strong position in the modern highly competitive FMCG market.Article received 21.04.2019