Cyber Times International Journal of Technology & Management

In today’s world, consumers are becoming increasingly educated and savvy, and think twice before they buy any product.

Fast Moving Consumer Goods (FMCG) are products that are sold quickly or at relatively low cost. FMCGs have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. FMCG sector is crowded with many products and a number of companies. Due to this increase in competition at the market place, there arises a need to educate consumers about the product and bring about awareness about their benefits.

Sales Promotion is one of the seven aspects of promotional mix. Sales Promotion can be directed either to the customer, sales staff, or distribution channel members such as retailers etc.[2]. Sales promotion includes several communication activities that attempt to provide additional value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts may try to stimulate product interest, trial, or purchase.

This study attempts to fund about the diversifying trends in Sales Promotion, with an emphasis on different Shampoo brands in the FMCG Industry.