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A research on significance and dependence of marketing channels; A study based on FMCG Industry

Publisher : International Journal of Mechanical Engineering and Technology

Year : 2018

Abstract : pFMCG Industry is one of the leading industry in Indian economy over the last few decades. The growth of this industry is mostly depend on the increase in their rural income and the reach of products and services to end consumers with the help of marketing channels. Proper marketing channel coverage is an effective tool to stimulate the demand and to retain the existing customers and to gain new customers. This paper provides an in-depth look at the satisfaction and dependence on marketing channel by FMCG industries. The study is survey type where convenient random sampling technique is used. The data has been collected from 50 FMCG industries having sufficient marketing channels by using Questionnaire. The statistical techniques used for the study includes descriptive statistics, chi-square. The findings of the study proved that there exists a high level of satisfaction and dependence on marketing channels by FMCG industries in India. © IAEMEPublication./p

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