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

Authors

  • Mayukh Sen   Symbiosis School of Economics, Pune

Keywords:

Advertisement, Research and Development, Gross Sales, Multiple Linear Regression Framework, Nestle, Advertisement and Promotional Expenditure, COVID-19

Abstract

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.

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Published

2021-06-08

How to Cite

Sen, M. (2021). Impact of Advertisement and Promotion on FMCG Products: An Empirical Analysis. Journal of Applied Management- Jidnyasa, 13(1), 82–98. Retrieved from http://www.simsjam.net/index.php/Jidnyasa/article/view/165038

Issue

Volume 13, Issue 1, January-June 2021

Section

Research Papers

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