Abstract:
Purpose: The purpose of this study to find out that whether the FMCG sector companies
operating in Pakistan are successfully making the customers satisfied and brand loyal or otherwise
. Hence making critiques about the selected FMCGs products/ brands in order to know that to
which extent promotional strategies of these brands are capturing the satisfaction and loyalty of
customers.
Methodology/ Sample: This study uses survey technique and through a well-structured
questionnaire data has been collected from 300 respondents. Considering the nature of study and
also limitations like time, cost and other constraints, the convenience sampling technique has been
used for this dissertation. Using SPSS software package, data has been analyzed.
Findings: The analysis and comparative results paint a rosy picture about the strategies made
by the FMCGs companies in Pakistan to win the satisfaction and loyalty of customers. However,
some shortcoming also emerged from the study findings. The findings of this study are significant
in provision of worthy information to all relevant stakeholders.
Practical Implications: The outcomes of the research might help top management of FMCG
sector, other corporate decision makers, government policy fbrmulators and related quarters in
understanding the importance of promotional strategies, which may develop the tong-term
profitable relationships with them and may survive in the competitive and dynamic era.
