H.S. Noorani and M.B. Kodandarama Setty
The paper attempts to provide a structured process for consumer packaged goods (CPG) companies which wish to implement sales portals in their organizations.
Abstract
Purpose
The paper attempts to provide a structured process for consumer packaged goods (CPG) companies which wish to implement sales portals in their organizations.
Design/methodology/approach
The approach to the framework is largely derived from the authors' experience with CPG companies. It also involves reference to some secondary information. The paper also presents an example of a case study to validate the benefits of a structured approach to sales portal implementation.
Findings
The paper throws light on why CPG companies fail to implement sales portals and prescribes a three‐step approach to streamline the implementation process.
Practical implications
The paper presents a ready guide on what needs to be considered while implementing a sales portal across different channel partners.
Originality/value
The paper is an original work based on rich experience in the CPG field and provides a simple method for companies planning to implement sales portals.
Details
Keywords
Lavuri Rambabu and Ramlal Porika
Packaging is a mantra for encountering a period of immense potential. It keeps on being seen as a key component in the buying decision, and also it is exhibited as a brand…
Abstract
Purpose
Packaging is a mantra for encountering a period of immense potential. It keeps on being seen as a key component in the buying decision, and also it is exhibited as a brand communication gadget that goes past the products and can interface with customers in both the physical and virtual forms. The research aspiration is to establish that the speculation of packaging approaches will influence on buyers’ purchasing mode. An attempt has been made to examine and present the results. This research facilitates to discern the perception of consumer in the direction of packaging strategies and to spot the power of packaging factors, elements and strategies of product packaging on purchasing mode of buyers.
Design/methodology/approach
Data were collected from 836 respondents from the four major cities of two states in India through structure questionnaire. Every age of the respondents was targeted in the this study to get their perception and buying mode of them, and the analysis was done by using analysis of variance, correlation and regression analysis by using 23.0 version of SPSS.
Findings
The consequence of research reveals that media exposures, packaging strategies and elements have better influence on the buyers’ buying mode. Business people must produce innovative bundling designs for their items to market. These allow the keeping and catching the new and existed customers, because packaging has superior influence and also helps in acquiring and retaining the new consumers for their new products.
Research limitations/implications
This study being at micro level considered that the city customers may not be similar to the rural customers. Hence, the perception of rural and urban may not be much different. A sample size is 836 drawn from the four major cities of two states in India; therefore, the sample may not represent the whole population of India. Hence, the limitation of generalization will be there. The elicited opinion of consumers may not be reliable all the times, and study considered only some of FMCG products.
Originality/value
The study theme is to establish the theory as stated earlier, and it's proved consumers are considering the packaging styles and designs while purchasing the products, which promotes to meet the expectations of the present and potential customers.