Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults  in Ho Chi Minh city

This article has objectives to figure out the young adults’ preferences in advertising appeals of fast-moving consumer goods (FMCG) in Ho Chi Minh City market. The differences in rational and emotional preferences are significant between gender, age group, price segment and occupation. The finding results reflect part of Vietnamese consuming culture therefore we can come up with implications to support marketers in finding out appropriate content for their marketing strategies. Data of this research was collected via a direct survey and analyzed by the SPSS software.

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Influence of Advertisements and Promotional Activities of Fast Moving Consumer Goods on Youth

IMS Manthan (The Journal of Innovations) ◽

10.18701/imsmanthan.v12i01.10333 ◽

2017 ◽

Vol 12 (01) ◽

Author(s):

Zakia Tasmin Rahman ◽

Swati Bute ◽

Devesh Kishore

Keyword(s):

Decision Making ◽

Young Adults ◽

Multinational Corporations ◽

Confidence Level ◽

Consumer Goods ◽

Fast Moving ◽

Living Standard ◽

Age Group ◽

Fast Moving Consumer Goods ◽

Youth Population

The research was conducted to study the FMCG product market in terms of youth. Rising income and growing youth population have been key growth drivers of the sector. Brand consciousness has also added demand.With a population already in excess of 1 billion people, India has attracted multinational corporations across the globe as a place of opportunity for exploring new markets. The underlying aim of the research is to study the effect of advertisements and promotional activities on youth. The youth get influenced by media advertisements. Through media they are exposed to various brands that are available in the market. The various products’ brands which include lifestyle brands like fashion, food and beverages, health, travel, gadgets, relationships, pets, automobiles, etc are part of advertising and promotions. It is found out from the study that young adults from the age group of 18 to 35 years are influenced by the advertisements and promotional activities on various brands that media provides. They feel it enhancestheir living standard which also helps in developing their confidence level. The youth need information and they get it through the advertisements and promotional activities in various media. That makes them aware of the existence of various brands and the attributes of the products under various brands. It becomes easier for the youth in decision making.

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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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