Study on Representation of Gender in Indian Print Media: A Semiotic Analysis of    Fast Moving Consumer Goods (FMCG) Advertisements

The categorisation of gender into femininity and masculinity is purely a social construct. Advertising is a social institution which plays a significant role in the promotion of notions of gender identities at a symbolic level (Gilbert and Taylor, 1991). The purpose of this study is to understand the manifestation of masculinity and femininity in contemporary Indian print advertisements of popular Fast Moving Consumer Goods(FMCG). This study uses the theory of visual social semiotics for the analysis adopting the framework propounded by Gunther Kress and Theo Van Leeuwen (1996;2006). The representational and interactive dimensions from the framework will be used for the analysis of the advertisements. This will be further thematised to understand the nature of the representation of masculinity and femininity in them. It will also provide an insight into the relationship between the viewers and participants of these advertisements. The data for the current study includes three popular Indian magazine advertisements of FMCG products published between the years 2019-2020, selected using a purposive sampling technique.

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The New Semantics Suggested for the Marketing Mix by Millennials

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.b1031.0982s919 ◽

2019 ◽

Vol 8 (2S9) ◽

pp. 141-144

Keyword(s):

Consumer Goods ◽

Fast Moving ◽

Random Sampling ◽

Sampling Technique ◽

Marketing Mix ◽

Marketing Strategies ◽

Capital City ◽

Model Data ◽

Fast Moving Consumer Goods ◽

The City

This is an auxiliary study dealing with the 4 Ps of the Marketing Mix Model introduced by Robert F. Lauterborn. It focused on the comparative popularity of the components of the Marketing Mix among the contemporary consumers of fast moving consumer goods (FMCGs) produced by Unilever and Proctor and Gamble in the capital city of Islamabad, Pakistan. These two companies are two of the prominent multi-national companies providing products of day-to-day use in the country. This study sought to find out the most popular vocabulary to describe the components of the Marketing Mix among the consumers of FMCGs who are marketing graduates and thereby, revise, enhance and refurbish it to make it more relevant to the millennial perspective. The perspective of the consumers is important to gauge if the Lauterborn’s Model is still applicable to the modern consumers or if the consumers have other marketing priorities, which may differ from the model. Data were collected through a survey based on the random sampling technique from millennial consumers at five local universities in the city. Analysis of the data revealed useful information regarding the validity of the semantics in the presently accepted marketing mix. Findings of this study have the potential to assist marketing strategies, especially at the advertising departments of the leading FMCG chains Unilever and Proctor and Gamble. Results of this study may also be applied to marketing campaigns of similar prominent multi-national companies producing FMCGs in Pakistan, like Nestle, Reckitt Benckiser and the Coca Cola Company

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Innovative strategies and firm growth: evidence from selected fast moving consumer goods firms in Lagos state, Nigeria

Problems and Perspectives in Management ◽

10.21511/ppm.17(2).2019.24 ◽

2019 ◽

Vol 17 (2) ◽

pp. 313-322

Author(s):

Adekunle Oluwole Binuyo ◽

Hillary Ekpe ◽

Babatunde Oloyede Binuyo

Keyword(s):

Organizational Performance ◽

Consumer Goods ◽

Fast Moving ◽

Firm Growth ◽

Sampling Technique ◽

Middle Level ◽

Innovative Strategies ◽

Validated Questionnaire ◽

Fast Moving Consumer Goods ◽

Lagos State

Critical to the sustainability and continuous success of every organization is the performance concept. Hence, the cardinal goal of every organization is to achieve sustainable progressive performance for their organization. Several factors have been found to contribute to the performance of an organization. While empirical evidence indicated that innovativeness is one of the major determinants of organizational performance, many fast moving consumer goods (FMCG) were slow in their demonstration of innovative capability and it has been noted that the performance of these companies has not been impressive possibly due to the slow pace of innovativeness in the industry. This study thus investigated the effect of innovative strategies on the growth of selected FMCG firms in Lagos state, Nigeria. Survey research design was adopted for the study. The population comprised 1,337 top and middle level management staff of four notable players in the FMCG industry in the state (Honeywell flower mills Plc, Dangote flower mills, Unilever Nigeria Plc, and Cadbury Nigeria Plc). Through proportionate stratified random sampling technique, 400 out of 1,337 were sampled for the study. Four hundred copies of a validated questionnaire with Cronbach’s alpha reliability coefficient ranging from 0.731 to 0.956 were administered to the sample with a response rate of 84.25%. Data were analyzed using both descriptive, as well as inferential statistics. Finding revealed that innovative strategies had a significant effect on growth of FMCG firms in Lagos state, Nigeria (R2 = 0.724, β = 0.887, t = 29.663, P ≤ 0.05). The study recommends that FMCG firms management need to initiate policies that will enhance innovativeness possibly through creation and proper funding of the research and development department to effectively drive growth of FMCG firms.

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OUT OF HOME ADVERTISING AND CONSUMER BUYING BEHAVIOUR OF SELECTED FAST MOVING CONSUMER GOODS IN LAGOS STATE, NIGERIA

International Journal of Innovative Research in Social Sciences and Strategic Management Techniques ◽

10.48028/iiprds/ijirsssmt.v8.i1.05 ◽

2021 ◽

Vol 8 (1) ◽

pp. 58-69

Author(s):

Ulaikere Aihumenki – Okhai ◽

◽

Thomas Egwuonwu ◽

Keyword(s):

Consumer Goods ◽

Fast Moving ◽

Sampling Technique ◽

Developed Countries ◽

Fast Moving Consumer Goods ◽

Lagos State ◽

Buying Behaviour ◽

Almost All ◽

Positive Effect ◽

Structured Questionnaire

Fast Moving Consumer Goods are products that are required by almost all users in their day today life. The advertisements for these products need more attention in terms of creating responsiveness among the consumers for their purchase decision. However, consumers are bombarded with lots of information through multiple media like newspapers, magazines and internet but remain engaged from time to time hence lack time to update themselves. This has made it difficult for advertisers to trap consumers hence resort to outdoor messages to reach the target people. Extant studies on the out of home advertising have attempted to elucidate on the challenges of advertising and the attendant supposed solutions, conversely, most of the extant research focus more on developed countries than developing countries such as Nigeria. Hence, this study examined the effect of Out-of-Home Advertising on consumer buying behaviour of selected fast moving consumer goods in Lagos State, Nigeria. Survey research design was adopted for the study. The population of the study consists of individuals living in Lagos State with total number of 2,556,300 and with the sample size of 520 derived from Taro Yamane method. Data was collected using self – administered structured questionnaire and validated for a response rate of 93.4%. Cronbach Alpha reliability for major constructs had an average of 0.80. Random sampling technique was used. The data collected was analysed using simple linear regression. Findings revealed that there is a strong positive and significant relationship between Out-of-Home Advertising and consumer buying behaviour(β= 0.834; R2= 0.695; t(520) = 33.225; p>0.05). The study concludes that Out-of-Home Advertising has significant and positive effect on consumer buying behaviour and recommends that the study findings led to the recommendations that producers of fast moving consumer goods should focus more on out of home advertising such as use of billboards as opposed to other forms of media like T.V and Radio to help boost consumption and sale of their products. The study also recommends marketers of FMCGs to enhance the knowledge and awareness of consumers with regard to existence and location of billboards.

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A STUDY ON ADVERTISING STRATEGY OF FAST MOVING CONSUMER GOODS (FMCG) SECTOR IN INDIA - WITH SPECIAL REFERENCE TO TRICHY DISTRICT

International Journal of Research -GRANTHAALAYAH ◽

10.29121/granthaalayah.v5.i7.2017.2172 ◽

2017 ◽

Vol 5 (7) ◽

pp. 631-638

Author(s):

K. Alex ◽

M. Mary Suthanthira Malar

Keyword(s):

Consumer Goods ◽

Fast Moving ◽

Swot Analysis ◽

Secondary Data ◽

Sampling Technique ◽

Business Environment ◽

Primary Data ◽

Advertising Strategy ◽

Secondary Sources ◽

Fast Moving Consumer Goods

Advertising developed mainly in twentieth century. The development of technology and research brought sophistication in advertising in recent decades. It has developed significantly after Second World War. After 1950, television became the important medium of advertising. Advertising business changed with the business environment. It is rarely a stable business. Fast Moving Consumer Goods (FMCG) are more in demand and frequently purchased by customers. These goods include all Consumable goods (other than pulses and grains) and consumers buy at regular intervals in small quantities. SWOT Analysis applied to measures the Advertising Strategy of FMCG Sector. Both Primary and Secondary sources of data were utilized for the study. Primary data was collected by means of administering a questionnaire to the customers and advertising manager. Secondary data had been collected from various publications, periodicals, journals, etc. Convenience sampling technique was used for the survey. Questionnaire filled by the selected respondents. The sample size selected is 200. The study concluded that the companies are used the media as a mode of promotion for the FMCG products and tough competition is being faced by the company in market, media planners should be more careful in giving message to the customers.

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