Asian Journal of Management and Commerce
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P-ISSN: 2708-4515, E-ISSN: 2708-4523

Asian Journal of Management and Commerce


2021, Vol. 2, Issue 1, Part A
A consumer survey on the role of marketing mix factors in FMCG sector in India


Author(s): Dr. Anurag Sharma and Pawan Kumar Adewa

Abstract: FMCG sector is growing leaps and bounds. Present study is based upon the findings of marketing mix factors and variables used by FMCG companies (with special reference to Patanjali Ayurved Limited and Himalaya Herbals) in the Indian market. The research is based upon a consumer survey of 500 sample. The researcher has used a reliable questionnaire with Cronbach’s Alpha 0.751 that is predicting that our tool is reliable and repeats the research results. KMO Value of research data is 0.698 (approximately 0.70) which can be considered acceptable for sampling adequacy. The sig. value for Bartlett's Test of Sphericity is 0.000. For factor analysis to be recommended suitable, the Bartlett’s Test of Sphericity must be less than 0.05. So, the current data is adequate for factor analysis. The researcher has developed regression equation with the help of survey data that can use to optimize the marketing efforts in future.

Pages: 30-32 | Views: 89 | Downloads: 40

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How to cite this article:
Dr. Anurag Sharma, Pawan Kumar Adewa. A consumer survey on the role of marketing mix factors in FMCG sector in India. Asian J Manage Commerce 2021;2(1):30-32.
Asian Journal of Management and Commerce