A study on consumer perception towards marketing by fmcg companies

Marketing plays a very important role in fulfilling the purpose of spreading awareness among the people that a particular product or service exists. This research paper intends to throw some light on this aspect by bringing forward the consumer’s perception towards marketing done by FMCG companies. When studies were conducted regarding the same, it was found that most of the consumers found cause related marketing important and the fact that it does affect their buying decision. It was also found that when people like a product or service which was known to them by cause related marketing, they did tend to suggest it to their family and friends also which in turn helps the companies grow. The three major factors which affected the perception of customers towards cause related marketing were product association, self-pride and social responsibility. It can be concluded that cause related marketing is an effective tool for associating customers to a product or brand, create a sense of belonging towards the brand and brand loyalty.