The 13th session of the BMI club was graced by Mr. Vibhu Gangal, Group Project Manager – Innovations, Marico Limited on December 15, 2021. With his vast experience in FMCG sector, he threw light on the topic, “Consumer Behaviour in the FMCG sector”. The session started with him explaining how the consumer is given more importance in this sector other than any other sectors.
He also explained the AIDA (Attention, Interest, Desire, Action) model which helps in identifying which place a brand or product is standing and what kind of intervention is required to grow the brand. The session ended with the chief guest describing the 12-step process of establishing a new product in the market and again emphasizing the fact that leveraging consumer behaviour is the most prominent way to growth of a brand marketer .