Consumer perception towards Integrated Marketing Communication tools in FMCG sector

Dr. Astha Joshi

Consumer perception towards Integrated Marketing Communication tools in FMCG sector

December 2016

Vol-3, Issue-1

Paper ID: 3529

ISSN: 2395-4396

Downloads: 0

Abstract & Details

Research Area

Marketing

Keywords

IMC Promotion Personal Selling Communication

Abstract

In today’s competitive marketing environment customer preferences in fast moving consumer goods sector changes at a very fast rate due to the availability of large number of variants and also due to the increased awareness and knowledge of consumers towards the various kind of FMCG products available in the market. The major role in this entire process is played by the integrated marketing communication tools. The present study is carried out to find out the customers preferences towards various integrated marketing communication tools in FMCG sector. The research design used for the study comprises of exploratory research which is carried out by collecting primary data with the help of structured questionnaire designed to meet out the objectives of the study. The various statistical tools used for data analysis include reliability, frequency distribution and factor analysis. The results of data analysis are presented in the form of tables and graphs.

License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Information

#	Name	Institute / Affiliation
1	Dr. Astha Joshi	Amity Business School, Amity University Madhya Pradesh

How to Cite

Use the following formats to cite this article in your research.

APA Style

Joshi, Dr. Astha (2016). Consumer perception towards Integrated Marketing Communication tools in FMCG sector. International Journal of Advance Research and Innovative Ideas In Education, 3(1), 13-20.

MLA Style

Joshi, Dr. Astha. "Consumer perception towards Integrated Marketing Communication tools in FMCG sector." International Journal of Advance Research and Innovative Ideas In Education, vol. 3, no. 1, 2016, pp. 13-20.

IEEE Style

Dr. Astha Joshi, "Consumer perception towards Integrated Marketing Communication tools in FMCG sector," International Journal of Advance Research and Innovative Ideas In Education, vol. 3, no. 1, pp. 13-20, 2016.

Vancouver Style

Joshi Dr. Astha. Consumer perception towards Integrated Marketing Communication tools in FMCG sector. International Journal of Advance Research and Innovative Ideas In Education. 2016;3(1):13-20.

Harvard Style

Joshi, Dr. Astha (2016) 'Consumer perception towards Integrated Marketing Communication tools in FMCG sector', International Journal of Advance Research and Innovative Ideas In Education, 3(1), pp. 13-20.

Chicago Style

Joshi, Dr. Astha. "Consumer perception towards Integrated Marketing Communication tools in FMCG sector." International Journal of Advance Research and Innovative Ideas In Education 3, no. 1 (2016): 13-20.

Turabian Style

Joshi, Dr. Astha. "Consumer perception towards Integrated Marketing Communication tools in FMCG sector." International Journal of Advance Research and Innovative Ideas In Education 3, no. 1 (2016): 13-20.