Impact of Advertisement and Promotion on FMCG Products: An Empirical Analysis

The role of advertisement on overall growth of a firm is not foreign to existing literature. However, few existing literature is available from the perspective of Fast Moving Consumer Goods (FMCG) sector in the Indian context. Based on a business concept of Lipstick Index, FMCG industry is referred...

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Bibliographic Details
Published inJournal of Applied Management - Jidnyasa Vol. 13; no. 1; p. 82
Main Author Sen, Mayukh
Format Journal Article
LanguageEnglish
Published Pune Symbiosis Institute of Management Studies 01.01.2021
Subjects
COVID-19
Fast moving consumer goods
R&D
Regression analysis
Research & development
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Summary:The role of advertisement on overall growth of a firm is not foreign to existing literature. However, few existing literature is available from the perspective of Fast Moving Consumer Goods (FMCG) sector in the Indian context. Based on a business concept of Lipstick Index, FMCG industry is referred to as a recession proof sector which would be beneficial in revving the Indian economy from the current catastrophic situation prevalent. The study analyses the significance of the Advertisement on the Gross Sales of FMCG product taking the case study of Nestle, a firm with one of the largest market share in the Indian context. The study furthermore adds to the existing literature on the cross sectional role of Research and Development along with Advertisement on the overall growth of the firm along with a research conducted showing the efficacy of pre pandemic situation of COVID-19. Through incorporating an econometric model, the study employs Multiple Linear Regression Analysis to provide a robust and nuance viewpoint on the objective formulated for the study.
ISSN:0976-0326