Fast Moving Consumer Goods Products Research Articles

Physical Distribution Practices and Marketing Performance of Selected Fast Moving Consumer Goods Companies in South-South Region of Nigeria

This study was designed to investigate the influence of physical distribution practices (transportation management, warehousing management, communication and information systems, and order processing) on the marketing performance of selected fast-moving consumer goods (FMCG) companies in the south-south region of Nigeria. The survey research design approach was adopted using a structured questionnaire to collect data from 247 selected FMCG sales representatives involved in the distribution of FMCG products in the south-south region of Nigeria. Stratified random sampling was employed. The data gathered was analysed using percentages and frequency tables. The formulated hypotheses were tested using a multiple regression approach. Findings from the study revealed a strong positive influence between the independent variables (transportation management, warehouse management, communication and information systems, and order processing management) and the dependent variable (marketing performance). The researchers suggest that FMCG companies should prioritise transportation management to facilitate better and more efficient movement of goods and people, thereby improving their marketing performance. Given the limitations of this study, the researchers presented practical implications and directions for future research.

The Moderating and Mediating Roles of Self-Esteem and Susceptibility to Normative Influence in the Relationship Between Brand Love and Brand Loyalty

Purpose: The objective of this investigation is to evaluate the role of Self-Esteem (SE) and Susceptibility to Normative Influence (SNI) in the relationship between brand love and brand loyalty within the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka. Specifically, this study aims to determine whether SE and SNI act as moderators or mediators in this relationship. Since there is an unambiguously identified gap in the literature, there still exists insufficient agreement and acceptance in the existing literature about the correct role of Self-esteem and SNI in the relationship between brand love and brand loyalty, and previous researchers' findings are contradictory. Examining the relationship between brand love and brand loyalty across cultures and industries is another well-stated necessity. Design/methodology/approach: This investigation used a quantitative methodology and thus, a self-administered survey was distributed to the 390 participants in the sample who are consuming FMCG products in Sri Lanka. The sample was selected using a purposive sampling technique. Regression analysis was carried out to test the hypothesized relationship between dependent, independent, mediating, and moderating variables. Findings: Researchers concluded that in the FMCG sector of Sri Lanka, SE and SNI do not exert significant moderation on the relationship between brand love and brand loyalty. However, it was observed that SE and SNI do play a partial mediating role in this relationship. Originality: Despite a clearly identified gap in the literature, there remains insufficient consensus regarding the role of SE and SNI in the relationship between brand love and brand loyalty. Existing studies present contradictory findings, highlighting the need for further investigation to clarify these roles. This research is the first to clarify whether SE and SNI function as moderators or mediators in the relationship between Brand Love and Brand Loyalty, with a specific focus on the Fast-Moving Consumer Goods industry in Sri Lanka. It makes a substantial and original contribution to the existing body of knowledge. Implications: This research addresses a gap in empirical knowledge by clarifying the precise roles of SE and SNI as evidenced by the findings. Additionally, the study contributes to the literature by examining the brand love-loyalty relationship in the Asian context and the FMCG industry, offering a more generalized theoretical conclusion applicable worldwide. The findings support the Brand Resonance Model's emotional path, particularly in Sri Lanka's FMCG industry.

Stormy sales: the influence of weather expectations on FMCG consumption

PurposeThis study aims to understand the impact of extreme weather events on fast-moving consumer goods (FMCG) consumption and to examine the role of anticipated product scarcity and FMCG types on such behavior.Design/methodology/approachThis paper conducted five studies, combining archival data analysis with behavioral experiments. The archival data included sales data from a supermarket chain and weather data from the National Weather Service. The experiments were designed to test the effect of extreme weather cues on consumption, the psychological mechanism behind this effect and moderators.FindingsThis research found that consumers’ anticipation of extreme weather events significantly increases their consumption of FMCGs. This research further discovered that these behaviors are driven by anticipated product scarcity and moderated by consumers’ altruisms and FMCG types.Research limitations/implicationsLimitations of the research include the reliance on reported sales data and self-reported measures, which could introduce biases. The authors also primarily focused on extreme weather events, leaving other types of disasters unexplored. Furthermore, cultural differences in disaster response might influence results, yet the studies do not fully address these nuances. Despite these limitations, the findings provide critical insights for FMCG retailers and policymakers, suggesting strategies for managing demand surges during disasters. Moreover, understanding consumer behavior under impending disasters could inform intervention strategies, potentially mitigating panic buying and helping ensure equitable resource distribution. Last, these findings encourage further exploration of environmental influences on consumer behavior.Practical implicationsThe findings have practical implications for products, brand managers and retailers in managing stock levels and product distribution during disasters. Furthermore, understanding the psychological mechanisms of these behaviors could inform policymakers’ designs of public interventions for equitable resource allocation during extreme weather events.Social implicationsThe research provides significant social implications by highlighting how extreme weather events impact FMCG consumption. This understanding can guide public policymakers in creating efficient disaster management plans. Specifically, anticipating surges in FMCG purchases can inform policies for maintaining price stability and preventing resource shortages, mitigating societal stress during crises. Moreover, these findings encourage public education around responsible purchasing during disasters, potentially reducing panic buying. By collaborating with FMCG manufacturers and retailers, governments can ensure a steady supply of essentials during extreme weather events. Thus, the research can play a crucial role in enhancing societal resilience in the face of impending disasters.Originality/valueTo the best of the authors’ knowledge, this is the first study to integrate the impact of extreme weather events on consumption behavior with the psychological theory of anticipated product scarcity. The unique focus on FMCGs offers a novel perspective on consumer behavior literature.

Integrating Qualitative and Quantitative Approaches: The Impact of AI Design on Consumer Perception and Buying Behavior in the FMCG Sector

The motivation behind this examination is to explore the relationship between AI designs, consumer perception, consumer buying behaviour, and consumer literacy in Pakistan's fast-moving consumer goods (FMCG). To apply ethnography to research the consumer’s buying behaviour in the context of AI designs in the FMCG Sector. This study used the mixed-method approach, a quantitative exploration plan and utilised a survey method to collect data from 250 FMCG sector consumers in Lahore via an online self-administered survey. The paper applied SEM to examine the hypotheses and analyze the data. The qualitative portion used eight in-depth semi-structured interviews for data collection. The paper found that AI designs affected consumer perception (CP), consumer perception (CP) affected by consumer buying behaviour (CBB), and CP intervened in the impact of AI designs on CBB. Consumer literacy (CL) is moderated between consumer perception (CP) and consumer buying behaviour (CBB). The findings also reveal the positive impact of AI on consumer buying behaviour, through individual perspectives. The study adds to the works on the link between AI designs, CP, CBB, and CL in the FMCG business. It gives experimental proof to help the hypotheses that AI designs influence CP, CP influences CBB, and CP explains the impact of AI designs on CBB, CL moderated between CP and CBB. AI designs can enhance consumer perception and buying behaviour of FMCG products, leading to higher market performance and customer satisfaction. FMCG companies can use AI to innovate, customize, and educate their products and services for different consumer segments. The research aims to identify the association between AI designs, CP, CBB and CL in the FMCG industry. It offers an original viewpoint on how AI designs can improve CP, how CP can prompt CBB, and how consumer literacy is moderated between CP and CBB in the fast-moving consumer goods business.

Influence of advertisement on consumers’ buying behavior: A case study of FMCG products

The primary objective of the current study is to examine how advertising impacts the consumer behavior of University students (N = 200). This study aims to delve into the influence of advertising on attitudes related to purchasing behavior. A questionnaire was developed to assess the effect of advertising, and the sample data were gathered from college/University students aged between 20 and 30. Specifically, eight fast-moving consumer goods (FMCG) brands, namely Lux, Pears, Dettol, Dove, Head & Shoulders, L'Oreal Paris, Dove and Tresemme, were considered in the analysis. The data collection process involved evaluating the correlations between these brands and their respective advertisements. The analysis encompassed the utilization of mean, standard deviation, frequency, and percentage, which were then presented in tabular form. The findings unveiled that advertisements play a pivotal role in steering preferences and choices, significantly influencing consumer buying behavior. The model employed in this study appeared to have a more pronounced impact on consumers compared to conventional modes of advertising. Additionally, the results indicated that consumers perceive advertisements as a credible source of information in contrast to other opinions, such as those from friends, neighbors, or reference groups. The study demonstrated that advertisements wield a substantial influence across diverse income groups, regardless of the economic bracket. Interestingly, the study found that the costliness of products and the frequency of advertisement repetition did not significantly alter consumer buying behavior. Among the brands considered, DOVE emerged as the most preferred, followed by PEARS. Notably, more consumers were affected by Dove and Tresemme's advertisement than by Head & Shoulders. Due to Head & Shoulder’s competitive pricing, users favor it over other shampoo brands. The flash of advertising on the big screen drew attention to it and had an impact on consumers.

A study on factors influencing churn at Enerlife India Private Limited

This research is about a study on factors influencing churn at Enerlife India Private Limited (Nabati). This company provides fast-moving consumer goods products all over India. The origin of the company is from Indonesia. Nabati Group is a business group that has a business focus in the field of fast-moving consumer goods (FMCG), especially food. The company was initially only engaged in the snack food business with a home industry scale. Assessing the impact of factors such as job satisfaction, cost Implications, leadership and management, employee burnout, career development, and flexible work arrangements. Proposing recommendations and best practices for reducing employee churn and fostering a more engaged and stable workforce. By studying the external factors, that influence churn in the organization, job security perceptions and career advancement opportunities on churn are the objectives. This study contributes valuable insights to the existing literature on employee churn in the company by identifying new factors or confirming existing ones that influence churn rates within the organization. In research methodology a questionnaire to collect data from the employees. Stratified random sampling is a type of probability method using which a research organization can branch off the entire population into multiple non-overlapping, homogenous groups (strata) and randomly choose final members from various strata for research which reduces cost and improves efficiency. This research study underscores the importance of churn at the company. As the employees always looking for new roles for their career growth, the company should ensure that the employee will have their career growth in the company. Giving importance to the employee’s insights and suggestions will make as one of the retention strategies used by the company. Churn poses significant challenges for organizations, impacting productivity, morale, and financial stability.

Eco-friendly FMCG products and premiumisation purchasing habits

This paper analyses consumers' awareness using the example of fast-moving consumer goods (FMCG). In this regard, two concepts are discussed in the theoretical part: premiumisation and eco-friendly products (EFPs). The empirical part utilises two methods for collecting primary data: semi-structured interviews with representatives of two companies and a questionnaire survey for end customers. Subsequently, consumers' awareness and purchasing habits have been examined based on a large international company's FMCG products, specifically for personal hygiene, cosmetics and detergents. Management in the FMCG sector has to focus on changing consumer habits. Marketers have to be aware of the desires, trends and demands of their customers.

FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS THE CONSUMPTION OF FOREIGN FMCG PRODUCTS

Purpose: Understanding how consumers feel about buying Fast-Moving Consumer Goods (FMCG) from other countries is an important topic for researchers around the world. The goal of this investigation is to identify the elements determining consumer preferences. Methodology: This study uses analysis of variance (ANOVA) to determine the relevance of the factors determining customers' preferences towards foreign FMCG items. In order to investigate the effects of several variables, including cultural considerations (F1), cost considerations (F2), societal consequences (F3), goods specifications (F4), self-related characteristics (F5) and emotional determinants (F6), the study employs information gathered from a sample of 250 customers. This study determines which variables possess the biggest effects on consumer behaviour by using ANOVA. The relative significance of these factors in influencing customer preferences can be determined through a systematic examination of the variation in these components and their corresponding stages, made possible by ANOVA. Findings: It was discovered that although F2 had no discernible impact on the decision to buy, factors such F1, F3, F4, F5 and F6 had a beneficial effect on consumer behaviour. The most important variable affecting how FMCG product consumers behaved was factor F1.

Data Alignment in the Fast-Moving Consumer Goods Retail Sector

Purpose: The Fast-Moving Consumer Goods (FMCG) industry faces a significant challenge in data alignment due to the diverse range of barcode types utilized by different data sources.
 Methodology: Barcodes and Universal Product Codes (UPCs) have become pivotal solutions for harmonizing large-scale FMCG product data. This paper explores and analyzes challenges in data aligning within the retail sector. 
 Findings : The paper proposes solutions to enhance product data synchronization, contributing valuable insights to foster a more data-driven and efficient retail ecosystem. The barcode/UPC integration not only aligns data for current analytics needs but also holds the potential for significantly enhancing future capabilities, especially in predictive modeling, trend forecasting, and strategic research on new product introductions.
 Unique Contribution to Theory, Policy and Practice: As the retail landscape evolves, barcode and UPC integration becomes a cornerstone for retailers seeking to stay ahead of industry trends and harness the power of advanced analytics to drive success.

Sustainable packaging innovations and their impact on HSE practices in the FMCG industry

Sustainable packaging innovations have emerged as a critical avenue for addressing environmental concerns and enhancing operational efficiency within the Fast-Moving Consumer Goods (FMCG) industry. This review delves into the multifaceted impact of sustainable packaging innovations on Health, Safety, and Environmental (HSE) practices within this sector. With the escalating global focus on environmental sustainability, FMCG companies are increasingly integrating sustainable packaging solutions into their operations. These innovations encompass a spectrum of approaches, including recyclable materials, biodegradable packaging, lightweight designs, and renewable resources. Such initiatives aim to mitigate the adverse environmental effects associated with traditional packaging practices, such as excessive waste generation and carbon emissions. The adoption of sustainable packaging innovations profoundly influences HSE practices in the FMCG industry. Firstly, it fosters a culture of environmental responsibility, prompting companies to prioritize eco-friendly materials and production processes. This shift aligns with regulatory standards and societal expectations, reducing the ecological footprint of FMCG products while enhancing brand reputation. Moreover, sustainable packaging innovations significantly impact health and safety aspects within FMCG operations. By reducing the reliance on non-biodegradable materials and hazardous substances, companies minimize occupational health risks for workers involved in packaging production and handling. Furthermore, lightweight packaging designs contribute to safer transportation and distribution practices, mitigating the likelihood of accidents and injuries along the supply chain. The integration of sustainable packaging innovations also engenders operational efficiencies within FMCG companies. Through optimization of packaging materials and processes, organizations can achieve cost savings, resource conservation, and enhanced supply chain resilience. These benefits bolster long-term competitiveness and profitability while reinforcing the commitment to HSE principles. Sustainable packaging innovations represent a transformative force within the FMCG industry, reshaping HSE practices and fostering a paradigm of environmental stewardship. As companies continue to prioritize sustainability in packaging strategies, they stand to realize tangible benefits in terms of regulatory compliance, operational efficiency, and brand differentiation. This review underscores the imperative for FMCG stakeholders to embrace sustainable packaging innovations as a cornerstone of responsible business practice in the 21st century.

Exploring the Effect of Green Marketing Strategies on Purchasing Decisions in Nigeria's Fast-moving Consumer Goods Sector

The global rising consciousness for environmentally friendly products has increased since the advent of COVID-19 pandemic. In developing economies such as Nigeria there are still constraints as to adoption and integration of green orientation and approaches. The study investigated the effect of green marketing strategies on consumer purchasing decision in the fastmoving-consumer-goods (FMCG) industry in Nigeria based on insights gathered from consumers in selected areas of Lagos State. The study adopted a quantitative research approach based on survey research design to gather primary data from a sample of 400 respondents selected via judgmental and convenience sampling technique. The data was collected through a structured questionnaire and was analysed using descriptive statistics. The results of data analysis indicated that consumers do not experience cognitive dissonance/dissatisfaction with green FMCG products of their preferred organization. Also, when evaluating FMCG products for purchase purposes green pricing significantly influences consumers purchase decision. In addition, consumers do not experience cognitive dissonance/dissatisfaction with green FMCG promotion of their preferred organization. Finally, consumers consider purchasing environmentally friendly products because their distribution channels allow for returning empty containers for recycling and reusage. The study concluded that green marketing has a significant positive effect of on consumer purchasing decision in the FMCG industry in Nigeria. With respect to the outcomes and the conclusion of this study, it was proffered that green marketing should be seen and considered as a contemporary strategic marketing technique and tool, hence organizations and management should continue to develop ways that can improve their application of green orientation in all areas of their business and marketing.

Pengendalian Risiko Keselamatan dan Kesehatan Kerja Menggunakan Metode Hiradc di PT. HA Indonesia

PT. HA Indonesia is a type of Fast Moving Consumer Goods manufacturer and one of the largest food and beverage companies in Indonesia which produces chili sauce, soy sauce, syrup, and canned food. This research takes a case study in the chili sauce production area. This research is a descriptive study, namely explaining the application of occupational safety and health in the chili sauce production area. The method used is HIRADC (Hazard Identification, Risk Assessment and Determining Control) with the first stage namely identifying hazards, then assessing risks, and the final stage namely controlling hazards. The results of this research are based on hazard identification, there are 24 cases of potential danger, with the risk assessment being that there are 75% or 18 cases of potential danger with low risk (low risk), and as many as 25% or 6 cases of potential danger with severe risk (extreme risk). Suggestions for company owners are to carry out administrative controls, such as: implementing the 5R program, namely clean, tidy, cared for, diligent, and concise; carry out periodic checks on every machine used; pay attention to the facilities and infrastructure in the production area.

Identifying the dimensions of philanthropic CSR in the FMCG sector: agenda for the sustainability of business

Purpose This study aims to use a multi-stage scale development process to identify the dimensions of philanthropic corporate social responsibility (PCSR) in India’s fast-moving consumer goods (FMCG) sector. Design/methodology/approach The authors conducted a study to develop a comprehensive, reliable and valid scale for measuring PCSR based on the customer perception of FMCG product manufacturers. This research adopted a comprehensive and detailed scale development process using multi-stage sampling for scale development. This final study was conducted on a sample of 402 respondents from the city of Jaipur, India. Findings The results have underlined the multi-dimensional aspect of PCSR; these dimensions are: altruism towards society, volunteering for local community development, generosity towards ecology, benevolent spirit and problem-solving charity. Practical implications This study gives valuable insights into philanthropic scale development in the FMCG sector that can immensely help domestic and international marketers to formulate CSR as a strategy. This research provides insights into a wide range of scales which can be base for future research studies that aim to explore different organizational settings. Originality/value PCSR and CSR are important for developing strategies for sustainable businesses across the globe. Dimensions of PCSR will be useful for practitioners and researchers in developing second-order constructs for future studies.

Nexus Between Consumer Ethnocentrism and Purchase Intentions

The purpose of this study is to analyze the impact of Consumer Ethnocentrism (CE) on the purchase intention of fast-moving consumer goods (FMCG) in Kathmandu. The study involved the administration of a structured, close-ended questionnaire to 324 FMCG consumers aged between 13 and 65 residing in Kathmandu. The results indicate that consumer ethnocentrism and country-of-origin information significantly affect consumers' intentions to purchase foreign FMCG products by influencing their attitudes. The analysis of the Consumer Ethnocentrism Tendencies Scale (CETSCALE) and the results of partial least squares structural equation modeling (PL-SEM) reveal that FMCG consumers in Kathmandu tend to exhibit ethnocentric tendencies, prioritizing domestically made products and being mindful of the economic implications of relying on imports. Notably, young adults, particularly those with lower income levels, hold stronger ethnocentric beliefs than others. Additionally, the study finds that FMCG consumers actively seek country-of-origin information, with females displaying a higher likelihood of seeking such details. Moreover, consumer ethnocentrism and country-of-origin information jointly influence purchase intentions for foreign FMCG products through their distinct effects on consumers' attitudes toward foreign FMCG brands. These findings have significant implications for FMCG businesses and researchers interested in understanding consumer behavior dynamics in the market.

The Impact of Employee Retention Strategies on Fast-Moving Consumer Goods Manufacturers in India: An Analysis using AMO Model and ANOVA

Employee retention is crucial for companies in many industries, including FMCG. This study examines how employee retention methods affect work satisfaction and their complexity. This study uses the AMO model (abilities, motivation, and opportunity) to analyze employee retention and satisfaction. ANOVA is also used to assess the importance of different factors in employee retention. The study found five categories of factors: incidental, hygienic, secondary, primary, and vital. Incidental factors include employee participation, open communication, and continual training. Hygiene Factors include work-life balance, welfare, and incentives. Secondary variables can drive people, including rewards, teamwork, leadership, and positive work culture. A pleasant work environment, continuous performance feedback, and public recognition of accomplishments encourage employees. Competitive salary, career progression, job security, and promotion are crucial factors. The data shows that Secondary Motivational and Hygiene Factors affect employee retention the most. Rewards, teamwork, communication, and work-life balance are considerations. Incidental and Quintessential Factors also help retain employees, although Primary Motivational Factors do less. The study also explores how organization size affects employee retention. Large companies retain workers better than mid-sized ones. This may be because larger companies have more resources and better retention practices. Finally, this study shows the intricate relationship between employee motivation, satisfaction, and retention. It emphasizes the necessity of addressing cleanliness and primary and secondary motivators to encourage and satisfy employees. The findings can help FMCG and other companies improve staff retention.

Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income

Buying products made from recycled materials is an important way to support sustainability, especially in the FMCG (fast-moving consumer goods) context. Because these are the products that make up a very large part of consumer spending, it is very important to encourage consumers to buy them when they are made from recycled materials. Therefore, this research aimed to determine the relationship between income, egoistic and altruistic motives, attitude toward FMCG products from recycled material, and intention to buy them. To reach the research aim, questionnaire research was applied and structural equation modeling was carried out to analyze the research results. Based on the analysis of research results, income negatively influenced egoistic motives regarding buying recycled FMCG. Moreover, egoistic motives influenced attitude but did not directly or indirectly influence intention. Altruistic motives were not influenced by income but directly influenced attitude and intention to buy FMCG from recycled materials. When communicating about the benefits of recycled FMCG, altruistic motives should be highlighted, including rationalization of these aspects with specific calculations supporting these statements. Based on research results, such communication could facilitate the highest possibility of developing a sustainable FMCG market from recycled materials.

Influencer marketing strategy of start-up company as the provider of fast-moving consumer goods (FMCG) products in Indonesia

Influencer marketing is one of the digital marketing strategies currently used by many companies. The purpose of this research is to find out and describe the influencer marketing strategy implemented specifically by an application-based FMCG product provider (start-up company) in Indonesia to market FMCG products such as fruits, vegetables, milk, and others that have a relatively short product life, using a qualitative approach and descriptive study. The results showed that the influencer marketing strategy implemented by an application-based FMCG product provider consists of four stages: determining (making), managing relationships, monitoring, and evaluating (measuring) influencer’s marketing campaigns. Research conclusion, this strategy is a repeated cycle. The last stage (evaluation or measure) is the input to determine the influencer marketing in the next campaign.

THE IMPACT OF E-COMMERCE ON FMCG SECTOR IN BHOPAL

In India, Fast Moving Consumer Goods sector is the fourth largest sector and is driving everyone’s life every day.From the past twenty years, FMCG sector has seen a drastic change specifically in terms of increasing online sales across various categories. E-commerce is growing tremendously giving ample opportunities to both big and small businesses in the FMCG industry. Fast Moving Consumer Goods (FMCG) are goods which have very high demand and very low shelf life because they are perishable in nature. These products are non-durable products that are purchased frequently and are consumed very rapidly, they have very less profit-margin and high-volume sales. FMCG includes processed foods, beverages, baked goods, Fresh foods, cosmetics, and toiletries, office supplies, etc. This study is carried out to analyze about the impact of E-Commerce on FMCG sector and consumer buying behavior on different E-Commerce platforms. Study will also focus on most demanded FMCG products, different ECommerce stores available to consumers of Bhopal and to evaluate the impact E-Commerce is creating to small retailers.

A Study on Effect of Packaging on Consumer Buying Choice of FMCG Consumer Goods

This study examines The Effect of Packaging on Consumer Buying Choice of FMCG Consumer Goods. In the highly competitive Fast-Moving Consumer Goods (FMCG) industry, packaging plays a crucial role in influencing consumer buying decisions. This study aims to examine the effect of packaging on consumer choices in the FMCG sector and uncover the key factors that drive consumer preferences. The research employs a mixed-methods approach, combining both qualitative and quantitative data collection methods. In the qualitative phase, in-depth interviews and focus group discussions will be conducted to explore consumer perceptions and attitudes towards packaging in FMCG products. The quantitative phase involves a large-scale survey administered to a diverse sample of FMCG consumers. The survey will capture data on demographic characteristics, brand awareness, packaging design elements, and purchase intentions. The findings from this study will provide valuable insights into the significance of packaging in the FMCG industry and its impact on consumer behaviour. It is expected that packaging design elements such as colour, shape, typography, and material will emerge as influential factors affecting consumer preferences. Furthermore, the study will shed light on the role of brand awareness and the interaction between brand image and packaging in consumer decision-making. The implications of this study are twofold. First, it will contribute to the theoretical understanding of the role of packaging in the FMCG industry, providing a foundation for future studies in consumer behaviour and marketing. Second, the findings will have practical implications for FMCG companies, enabling them to optimize their packaging strategies to better align with consumer preferences and gain a competitive edge in the market

Effect and Role of Advertisement on FMCG Products in India

To completely comprehend how advertising affects customers who purchase FMCG (Fast-Moving Consumer Goods), as well as the elements that affect the consumer's behaviour, this research is being conducted. 213 respondents in all, many of whom are members of Gen Z, were polled for this study; the bulk of them were citizens of Bhopal, Madhya Pradesh, India. This study will give marketing firms information on how consumers make purchases, enabling them to effectively position their goods on the platforms that will have the biggest impact on their target market. Existing literature has addressed the impact of advertising on a company's overall growth. The Fast Moving Consumer Goods (FMCG) sector in the Indian context is only briefly discussed in the current literature, though. According to the Lipstick Index business model, the FMCG industry is considered to be a recession-proof sector that may help revive the Indian economy in the wake of the current dire circumstances