“CONSUMERS BEHAVIOUR TOWARDS ONLINE PURCHASE OF FMCG PRODUCT DURING COVID-19 PANDEMIC IN CHANDRAPUR AREA”

Abstract

The marketers adopt different strategies to aware the consumers about their offerings and to
promote them during Covid-19 Pandemic. Sales Promotion is one such strategy which is used by marketers
to attract new & prospective customers towards their products and retain the existing ones. It can be
understood as short term incentives aimed at accelerating sales by motivating the customers to make a
purchase. FMCG have been one of the most rapid growing markets not only in the world but also in India
since last decade; to stay competitive, FMCG retailers should use effective sales promotions tools and that
may be become a vital technique for FMCG retailers to stimulate consumer buying behavior towards
purchasing FMCG product. The aim of research is to determine the impact of price discount sales promotion
tools in retail sector, on consumer buying behavior which include customer loyalty and repurchase intention.