MARKETING OF FAST-MOVING CONSUMER GOODS: A STUDY WITH REFERENCE TO MADURAI DISTRICT

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Fast-Moving Consumer Goods (FMCG) play a vital role in the economic development of India due to their high turnover rate and daily consumption nature. The FMCG sector includes products such as food items, beverages, toiletries, detergents, and other household essentials. This study examines the marketing strategies of FMCG products in Madurai District and analyses consumer preferences, brand awareness, pricing strategies, and promotional activities influencing purchase decisions. The study is descriptive in nature and is based on primary data collected from 80 respondents through a structured questionnaire. Percentage analysis was used to interpret the data. The findings reveal that price, brand image, product availability, and promotional offers significantly influence consumer buying decisions. The study concludes that effective distribution networks and promotional strategies are essential for increasing market share in Madurai District.

References

1. https://www.hul.co.in
2. https://www.itcportal.com
3. https://www.nestle.in
4. https://www.statista.com
5. https://www.ibef.org

Keywords

FMCG, Marketing Strategy, Consumer Preference, Brand Awareness, Pricing Strategy, Distribution Channel.