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MARKETING STRATEGIES IN CREATING BRAND IMAGE OF

FMCG IN INDIA WITH SPECIAL REFERENCE TO STORE
PROMOTION

A Thesis Submitted to
Devi Ahilya Vishwavidyalaya, Indore
For the Award of Degree of
Doctor of Philosophy in Management

Supervisor : Investigator :
Dr. Geeta Nema Ms. Astha Joshi
Reader
IIPS,DAVV,Indore

Research Centre
INTERNATIONAL INSTITUTE OF PROFESSIONAL STUDIES
DEVI AHILYA VISHWAVIDYALAYA, INDORE (M.P.)
 CERTIFICATE OF THE SUPERVISOR

CERTIFICATE

This is to certify that the work “Marketing Strategies in Creating Brand Image of FMCG
in India with Special Reference to Store Promotion” is a piece of research work done by
Ms. Astha Joshi under my guidance and supervision for the degree of Doctor of
Philosophy from Devi Ahilya Vishwavidyalaya, Indore (M.P.) India. That the candidate
has put in an attendance of more than 200 days with me.
To the best of my knowledge and belief the thesis:

01. Embodies the work of the candidate herself.

02. Has duly been completed;

03. Fulfills the requirements of the ordinance relating to the Ph.D. degree of the

University, and

04. Is up to the standard both in respect of contents and language for being referred to

the examiner.

Supervisor Forwarded by

Dr Geeta Nema Dr. B.K. Tripathi

Reader Director
IIPS, DAVV, Indore IIPS, DAVV, Indore

Signature: ________________ Signature: ________________

Date: _________ Date: _________

 Declaration of Originality

I, Astha Joshi , declare that the thesis " Marketing Strategies in Creating Brand Image of
FMCG in India with Special Reference to Store Promotion” is my own work conducted
under the supervision of Dr. Geeta Nema at International Institute of Professional
Studies, DAVV, Indore approved by Research Degree Committee. I have put in more
than 200 days of attendance with the supervisor at the centre.

I further declare that to the best of my knowledge the thesis does not contain any part of
any work which has been submitted for the award of any degree either in this University
or in any other University/Deemed University without proper citation.

Besides this-
1. I have successfully completed the Course work of one semester as per UGC-
Regulation 2009 norms.
2. I have also given a pre-Ph.D. presentation and successfully incorporated the changes
suggested on the basis of feedback and comments received.
3. I have also published one research paper in a ISSN/referred journal from the research
work of the thesis and has produced an evidence of the same in the form of acceptance
letter/or the reprint.

Researcher Supervisor
Ms. Astha Joshi Dr. Geeta Nema
Reader, IIPS, DAVV, Indore

Signature : Signature :
Date : Date :
 ACKNOWLEDGEMENT

It is not possible to complete research work without the help of others. A number of
individuals have helped me in this endeavour. I shall be failing in my duty if I do not
express my heartiest thanks and deep sense of gratitude to all those persons who have
helped me in carrying out this research work.

First and foremost, I owe a great intellectual debt to my supervisor & guide Dr. Geeta
Nema, Reader, IIPS, DAVV, Indore for the inspiration and insight provided by her for
the completion of this research work. Her learned suggestions and expert comments
based on her deep academic knowledge and vast practical experience proved to be a
great help to me, without which this study could have remained an unfulfilled dream. I
also want to thank Director IIPS and all the staff members of IIPS for necessary support
and facilities at the research center.

I am also thankful to all the respondents for their kind cooperation during the study.
Moreover, their support in making me available the desired information cannot be
forgotten.

I am very much indebted to my parents Mr. Sunil Joshi, Mrs. Neeta Joshi and
grandparents whose blessings and prayer have given me all strength and courage to
complete this research work. Moreover, this work could not have been completed
without the constant moral support and encouragement from my friends and family
members especially my sister Avni Joshi and my brother Anuj Joshi. I am deeply
indebted to the various sources of information from relevant sites from internet and
books which helped us a lot in my study and helped me to learn a lot. At the last but not
least 1 would like to remember the almighty whose blessings no work in this world can
be completed successfully.

Date: (Astha Joshi)

Place:
 Index

S. No. Contents Page No.

CHAPTER 1 – INTRODUCTION
1 Introduction 1
1.1 FMCG 6
1.1.1 FMCG sector in India 8
1.1.2 Impact of the FMCG sector in India 11
1.1.3 Government Policies and Regulatory Framework 14
1.1.4 New launches and product extension by FMCG companies to 16
boost growth and market share
1.2 Marketing strategies 18
1.2.1 Market Segmentation 20
1.2.1.1 Basis of Segmentation 21
1.2.1.2 Finding the need 21
1.2.1.3 Consumer Market Segment 22
1.2.1.4 Organizational market segmentation 22
1.2.2 Target Marketing 23
1.2.2.1 Evaluating segment 24
1.2.2.2 Targeting Strategies 24
1.2.3 Market Positioning 27
1.2.4 Types of Marketing strategies 28
1.2.5 Marketing strategy process 30
1.2.6 AIDAS model 37
1.2.7 Marketing Communication 40
1.2.7.1 Marketing Communication Process 41
1.3 Brand Image 46
1.3.1 Benefits of Strong Brand Image 48
1.3.2 Provider Driven Image 50
1.3.3 Product Driven Image 51
1.3.4 User Driven Image 51
1.4 Store Promotion 52
1.4.1 Attractive product display 55
1.4.2 Special discount 56
1.4.3 Gifts 57
1.4.4 Prizes (contests, sweepstakes, games) 58
1.4.5 Layouts 60
1.4.6 Signage 61
1.4.7 Floor advertisement / Floor Graphics 63
1.4.8 Free Items 64
1.4.9 In store Television display 65
1.4.10 In store radio 66
1.4.11 Vouchers/coupons 67
1.4.12 Background music 68
1.4.13 Shop congestion / crowding/shop density 69
1.4.14 Behaviour of sales people 70
1.4.15 Store fragrances 71
1.4.16 Ventilation/ Store Atmosphere 72
1.4.17 Cash discounts 73
1.4.18 Parking Space 73
1.4.19 Location 74
1.5 Marketing Strategies in building Brand Image of FMCG 75
1.6 Rationale of the study 83

CHAPTER 2 - Review Of Literature 86

CHAPTER 3 – OBJECTIVES and HYPOTHESIS
3.1 Objectives 125
3.2 Hypothesis 125
CHAPTER 4 - RESEARCH METHODOLOGY
4 Introduction 127
4.1 Research Design 127
4.1.1 The Study 128
4.1.2 Sample Design 128
4.1.3 Tools for Data Collection 130
CHAPTER 5 – DATA ANALYSIS TECHNIQUES
5 Introduction 131

5.1 Reliability statistics 131

5.2 Frequency distribution 132

5.3 Regression 132

5.4 Chi-square test 133

5.5 ANOVA 133

5.6 One-Sample Kolmogorov-Smirnov Test 134

CHAPTER 6 - FINDINGS and DISCUSSION 135

CHAPTER 7 - Conclusion 158

CHAPTER 8 - Scope for further Research 166

CHAPTER 9 – Limitations 167

Bibliography 168

Appendices

Questionnaire

Research Paper
 List of Figures

Figure no. Title of Figure Page No.

1.1 Types of Fast Moving Consumer Goods 7
1.2 Classification of Fast Moving Consumer Goods 10
1.3 Marketing strategy 19
1.4 Target Marketing Strategies 25
1.5 Marketing Strategy Process 31
1.6 Components of Marketing Mix 34
1.7 Marketing Communication model 45
6.1 Frequency distribution by Age 136
6.2 Frequency distribution by Gender 137
6.3 Frequency distribution by Income 138
6.4 Frequency distribution by Qualification 139
6.5 Frequency distribution by Marital Status 140
6.6 Frequency distribution of Occupation 141
6.7 Frequency distribution of Purchase Pattern 145
6.8 Frequency distribution by level of Influence 146
6.9 Frequency distribution by level of Awareness 147
6.10 Frequency distribution by Influence of Brand Image 148
6.11 Frequency distribution by Influence of Store Promotion 149
Strategies
6.12 Impact of Store Promotion strategies 156
7.1 Types of Marketing Strategy 159
7.2 Store Promotion Techniques and Impact on Purchase of 163
FMCG
 List of Tables

Table No. Title of Table Page No.

6.1 Case Processing Summary 135

6.2 Reliability Statistics 135

6.3 Chi-Square Test 141

6.4 One-Sample Kolmogorov-Smirnov Test 150

6.5 Model Summary of regression 153

6.6 ANOVA 154

6.7 Coefficients 155