Study On The Influence Of FMCG Retail Promotions On Consumers’Attitudes And Behavior

With the residents’ disposable income growth and increasing of domestic population, the Chinese consumers’demand for food, beverage, and other daily necessities will be maintained long-term growth trend. The Chinese market has been a target market of the international FMCG giants. More than20years ago, FMCG giants entered Chinese market, and carried out large-scale M&A activities in our country. In the face of fierce competition in this industry, the promotional costs rising and the effect reducing, such issues as how China’s fast moving consumer goods companies choose appropriate promotions, are very important.The promotion theory is an important area of marketing mix theory, research on this issue can enrich the marketing mix theory. As key accounts of fast moving consumer goods companies, KA become more and more important in the marketing channels, and they have become the battleground of FMCG companies. FMCG companies should strengthen the development and management of key accounts, match corporation resources effectively, in order to improve economic benefits of enterprises.This issue analyzes the impact of FMCG promotions on consumers’attitudes and behavior. This paper researches common forms of FMCG retail promotions through questionnaire survey. This issue paid more attention to Mass Display, Price-off Promotion, Personal Selling, Premium Promotion and Brand Loyalty, Brand Switching, Purchase Quantity, Purchase Timing.The results of empirical studies:The two real value of promotion, Price-off Promotion and Premium Promotion, have great effect on attitudes and behavior, especially other brands price promotions can undermine consumer loyalty to the brand; Mass Display and Personal Selling play the role of advertising, show more weaker effect on attitudes and behavior, especially Mass Display can attract customer’s attention mostly, but can’t bring the actual purchase.Finally, the empirical results of the study proposed management recommendations: moderate price reduction (10%-20%of the price cut is more appropriate), providing satisfactory gifts to promote short-term sales increase; Many consumers show great brand loyalty of FMCG, and thus we should choose promotions that are good to brand building, so Personal Selling and Mass Display have long-term important effect on the winning of retail terminal. Ad type promotions and value promotional show different advantages and disadvantages.Using in combination can achieve the promotional purposes that short-term sales growth and enhance long-term brand equity.