Effects Of Sales Promotional Techniques On Consumers Loyalty And Brand Switching Behaviour For FMCG Products

Abstract

In today’s competitive world Fast Moving Consumer Goods (FMCG) company brands uses sales promotion technique as a reliable tool to increase their sales and acquire large market share.This paper endeavors to explore the consequences of sales promotion techniques on the brand loyalty and brand-switching behavior of customers in Kanpur city. In this study, customers were classified based on their level of brand loyalty, distinguishing between brand loyal customers and brand switcher customers. Furthermore, the study aims to comprehend the relationship between sales promotion and brand loyalty. For this study a semi-structured questionnaire is designed, and data is collected from a finite population having a sample frame of Kanpur Nagar with a sample size is above three hundred. Research is both exploratory and descriptive. Without a substantive hypothesis framework, Demographic and non-metric variables are statistically tested using Exploratory Factor Analysis (EFA). Market researchers, FMCG brand companies, policymakers, and academicians benefit from this research. The study suggested an association between sales promotion techniques and brand switcher behavior. The novelty of this paper is to analyze Consumer propensity about the frequency of intake of FMCG products for six months after being targeted by other brands who offer them through sales promotion techniques. There is further scope for methodological research.