A study on the factors influencing Product Space Dynamics of FMCG Brands in the Indian Market
DOI:
https://doi.org/10.58429/pgjsrt.v5n2a230Keywords:
Product Space Dynamics, FMCG, Product Portfolio Strategy, Brand Positioning, Social Media Marketing, Price Competitiveness, Distribution Channel, Innovation, Consumer Behavior, Indian Market.Abstract
The research examines the influence of essential strategy factors on brand positioning and market expansion in the fast-moving consumer goods (FMCG) industry in India through the dynamics of the product space. The methodology employed is quantitative via a structured questionnaire with the sample comprised of 200 individuals from various demographics and the data collected will provide insight into the independent variables affecting the product space dynamics, including product portfolio strategy, brand positioning, social media marketing intensity, price competitiveness, distribution channel reach, consumer preference and purchasing behavior, and innovation and the development of new products. The analyzed data indicate that the proposed model is statistically significant (p < 0.001) and explains a large amount of variance (R2 = 0.625) and, therefore, has a substantial amount of explanatory power. Additionally, the reliability analysis supports the finding of strong internal reliability (Cronbach’s Alpha = 0.929). The findings further suggest that Consumer Preference & Buying Behavior, is the largest contributor, followed by price competitiveness, product portfolio strategy and social media marketing. The study concludes that through their pricing structures, innovation, and digital interactions, FMCG companies in India utilize these strategic methods to create the market structure rather than simply reacting to the consumers’ demands.
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Copyright (c) 2026 Surjadeep Dutta, Arunava Mookherjee, Somroop Siddhanta, Souvik Koner, Rajat Kr. Tarafder
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