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- W2594986283 abstract "In today’s competitive marketing environment customer preferences in fast moving consumer goods sector changes at a very fast rate due to the availability of large number of variants and also due to the increased awareness and knowledge of consumers towards the various kind of FMCG products available in the market. The major role in this entire process is played by the integrated marketing communication tools. The present study is carried out to find out the customers preferences towards various integrated marketing communication tools in FMCG sector. The research design used for the study comprises of exploratory research which is carried out by collecting primary data with the help of structured questionnaire designed to meet out the objectives of the study. The various statistical tools used for data analysis include reliability, frequency distribution and factor analysis. The results of data analysis are presented in the form of tables and graphs." @default.
- W2594986283 created "2017-03-23" @default.
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- W2594986283 date "2017-01-01" @default.
- W2594986283 modified "2023-09-23" @default.
- W2594986283 title "Consumer perception towards Integrated Marketing Communication tools in FMCG sector" @default.
- W2594986283 hasPublicationYear "2017" @default.
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