FMCG and the Strategy of Discount: A Critical Exploration

Abstract

Customers’ purchase intentions are often a marker of the need, how the products are advertised, and how discounts are provided on products. The discount strategy has been a very significant aspect of FMCG marketing. The paper “FMCG and the Strategy of Discount: A Critical Exploration” examines the relationship between the customers’ perceptions and choices vis-à-vis the discount strategy. In recent times, the discount strategy has been the most effective marketing strategy that significantly impacts the sales of FMCG products. The research paper explores the relationship between price and perceived value of the product to understand how the discount strategy works.