Peculiarities of Innovation on Consumer Packaged Goods Industry in the Indian Market (PDF)

Bachelor Thesis from the year 2019 in the subject Business economics - Economic and Social History, grade: A+, Coventry University (Faculty of Social Sciences), course: Business Management and Marketing, language: English, abstract: Fast-moving consumer goods, also known as consumer packaged goods include those products that are sold quickly and at comparatively low cost. To discuss the statement of innovation, it has been reviewed that today most fast moving companies are trying to achieve their vision, mission and objectives to meet profit, growth, gain. They achieve these factors by creating innovative products because the leading companies are known as innovators which try to keep changing their current environment and want to make it more effective.

This study was conducted to find out the characteristics of innovation in an emerging economy (India). A theoretical model was developed and six factors were highlighted that can impact innovation in Indian FMCG sector positively or negatively. Data was gathered through surveys and interviews. Sample size for surveys was 200 and that of interviews was 5. Collected data was analysed using frequency distribution, descriptive statistics and regression analysis. It was found that entry of new firms, product market competition, investments in R&D, attitude towards behaviour, subjective norms and observability have positive impact on innovation in Indian consumer packaged goods sector. The study concluded that innovation is the heart of sustainability through which emerging economies can gain competitive advantage. Innovation is very important for the success of an economy.