A comparison of fmcg industry in India and the usa: The case of laundry detergent market
International Journal of Development Research
A comparison of fmcg industry in India and the usa: The case of laundry detergent market
Received 22nd January, 2019; Received in revised form 03rd February, 2019; Accepted 19th March, 2019; Published online 30th April, 2019
Copyright © 2019, Dr. Bhavana Singh. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The Indian fast moving consumer good (FMCG) is projected to grow significantly over the next decade or so. In this paper, a detailed comparison of the detergent category for the Indian and the US markets has been presented. Using brand level sales, price, and promotion data, Logit demand functions has been estimated for both Indian and the US markets. The model provides us estimates of the “equity” enjoyed by various brands as well as measures of price elasticity. The results show striking differences between the two markets suggesting the need for MNC’s operating in India to glocalize their strategies to adequately reflect the preferences of Indian consumers.
