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- Title
Impact of Advertising and Sales Promotion Expenditures on Sales of National & Multinational FMCG Organizations in Pakistan - A Comparative Study on Nestle Pakistan Limited and Shield Corporation Limited.
- Authors
Kissa, Tatheer; Ali, Tahir
- Abstract
Fast-moving consumer goods (FMCG) are goods that are typically bought by customers with only a minimal input from the customer, and are not considered to be capital goods. The demand for such products has surged in recent years, prompting companies to increase their spending on advertising and sales promotion activities. To investigate the effect of these activities on sales of both multinational and local FMCG companies, this comparative study seeks to compare the budgets for advertising and sales promotion, and their impact on the sale of both multinational FMCG companies and national FMCG companies operating in Pakistan. Two such companies, Nestle Pakistan Limited (a multinational) and Shield Corporation Limited (a local company) are the focus of this study, with the data collected from financial reports, websites, and questionnaires sent to 600 customers, of which 550 responded. An interview was also conducted with the marketing and sales managers of both companies. The results show that advertising and sales promotion tools have a positive effect on the performance of both multinational and national FMCG companies.
- Subjects
PAKISTAN; SALES promotion; FAST moving consumer goods; ADVERTISING spending; CONSUMERS; ADVERTISING; COMPARATIVE studies
- Publication
Journal of Marketing & Management, 2024, Vol 15, Issue 1, p1
- ISSN
2153-9715
- Publication type
Article