Dissertation Topics on Fmcg Sector Text

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this dissertation examines segmentation from the viewpoint of the fast moving consumer goods fmcg industry. However, one of the key drawbacks in the literature is the lack of formal evidence referring to these fmcg companies. In haley rsquo s 1985 book developing effective communication strategy: a benefit segmentation approach, he mentions that the first segmentation study was conducted in 1961 for procter and gamble. By the late 1960s and early 1970s, market segmentation studies had become rampant, which was the period when the majority of literature was written on this topic. Interestingly it seems that this early literature was written primarily from a fmcg perspective, whereas current literature is based on the telecom and banking industries. The world of segmentation has changed with the introduction of new methods such as mass customization, which is being adopted primarily by the telecom industry. However, a question which needs to be answered is whether segmentation techniques have recently changed in the fmcg industry, as the current literature fails to address this topic.

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Therefore, the premise of this study is to review current segmentation practises in fmcgs, due to this dearth of information. In order to understand the current practises in segmentation, the author plans to research three blue chip uk based fmcg fast moving consumer goods companies to analyse how and why they are implementing segmentation, how well they do it and its effectiveness to the business. Consequently, the question which arises is what data is collected for segmentation, what are the methods of segmentation used in fmcgs, how is segmentation being implemented and what impact it has on business performance? 22,0 words ndash 140 pages in length outstanding use of literature good use of models excellent in depth analysis expertly written throughout this is an outstanding research project 1.

Introduction background and rationale for the study in this age of globalization hyper competition has become a regular feature. Today the markets are no less then battlegrounds and one has to strive very hard for survival and growth.due to very rapid industrialization all over the world the demand for the managerial personnel and the administrative personnel has increased. The perfect study of management involves both the theoretical as well as practical aspects. To survive in this highly competitive market practical knowledge is as relevant as the theoretical. The significance of mba degree is that the theoretical aspects, which a student learns throughout the year in the class sessions, can be practically applied through different projects, which one undertakes. Keeping in tune with this doctrine, we have tried to apply theoretical aspects through out the project, which we learned under the course of management.

In this project more emphasize given to the various tools of sales promotion and its impact on consumers buying decisions. Actually in recent trend to some extent this technique also become victim of clutter, even though it can be eliminated by generating innovative and more attractive tools to lure the customers. Now a day most of the fmcg companies considering sales promotion as an important part of their marketing strategy. From the analysis of survey it becomes clear that consumers do response to the sales promotion campaign, but there are customers who strongly prefer to stick to brand name. The term fmcg fast moving consumer goods , although popular and frequently used does not have a standard definition and is generally used in india to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer. Thus, a significant gap exists between the general use and the conceptual meaning of the term fmcg.

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The problem arises because the concept has a retail orientation and distinguishes between consumer products on the basis of how quickly they move at the retailer's shelves. The moot question therefore, is what industry turnaround threshold should be for the item to qualify as an fmcg in order to study the above primary objective the following secondary objective have been proposed to study consumer preferences with respect to sales promotion in fmcg sector. To examine tradeoffs, relative importance of different attributes while responding to a sales promotion offer. To study consumer behavior in purchase of soaps and detergent 149 primary data collection method: 149 survey method was used for primary data collection.

149 secondary data collection method: 149 target population: the population for this research study consists of the residence of ahmedabad. 149 sampling method: the sample is selected by using convenience sampling method characteristics of fmcg products 149 individual items are of small value. But all fmcg products put together account for a significant part of the consumer's budget. 149 the consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required.

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Rarely does he/she look for technical specifications in contrast to industrial goods. Brand loyalties or recommendations of reliable retailer/dealer drive purchase decisions. Brand switching is often induced by heavy advertisement, recommendation of the retailer or neighbors/friends.

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