MARKETING MIX STRATEGIES FOR FMCG PRODUCTS: A CASE STUDY OF CAVIN KARE

Author(s)	Mr. NAYINI SHIVA SAI, Dr. K SWAPNA SRI
Country	India
Abstract	This study investigates the marketing mix strategies of Cavin Kare, a notable Indian FMCG company. With a focus on the 4Ps (Product, Price, Place, and Promotion), the research aims to evaluate how these strategies impact consumer behaviour, especially in both urban and rural markets. Using a mixed-method approach, primary data was collected from 107 respondents through surveys and interviews, while secondary data was gathered from industry reports. Key findings suggest that Cavin Kare enjoys strong brand recall in hair and personal hygiene segments, with price and brand reputation being influential factors. Statistical tools like t-tests and ANOVA confirm a significant relationship between visual branding and consumer purchase behaviour. This research contributes valuable insights to the academic understanding of marketing strategy in the Indian FMCG sector while offering practical guidance for brands striving to optimize their marketing mix in an increasingly competitive landscape.
Keywords	Marketing Mix, FMCG, Consumer Behavior, CavinKare, Branding, Promotions
Field	Sociology > Administration / Law / Management
Published In	Volume 16, Issue 3, July-September 2025
Published On	2025-07-08
DOI	https://doi.org/10.71097/IJSAT.v16.i3.6846
Short DOI	https://doi.org/g9sx6f

About IJSAT Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us	Message on WhatsApp	+91-9687-182-185	editor@ijsat.org

International Journal on Science and Technology