Effectiveness of Marketing Practices on Awareness and Usage of Food and Beverage Products

Abstract

The purpose of this research paper is to understand marketing practices adopted by Fast Moving Consumer Goods (FMCG)
sector for processed food and beverage. Food and beverage products account for 18-19% of sales in the FMCG industry. Processed food is emerging as an important segment of the FMCG organization. India has large food processing industries located pan India. Many reports estimate that revenue generated by FMCG organizations is expected to reach $ 530 Bn by the year 2025. Various E-Commerce websites are created for capturing the market share of only food and beverage products. New promotion methods using internet marketing, social media marketing are adopted by this sector. Due to the growing importance of these products, it is necessary to study various marketing strategies, techniques, and instruments used by the industry. For this research paper, descriptive research design and nonprobability convenience sampling method are used. The survey method is employed to consolidate data from 150 respondents by using a systematic questionnaire. The study will assist in understanding different marketing techniques their effectiveness.