AN EMPIRICAL STUDY OF AI MECHANISM AS MARKETING TOOL FOR FMCG PRODUCTS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.2780Keywords:
AI in Marketing, FMCG Products, Consumer Engagement, Personalization and Sales GrowthAbstract [English]
This study explores the impact of AI mechanisms as marketing tools for FMCG products in India, focusing on consumer engagement, personalization, and sales growth. Using a descriptive research methodology, data was collected from 200 managers and executive-level employees in Mysuru City through structured questionnaires. The findings revealed that AI significantly enhances consumer engagement, personalization, and customer satisfaction, improving marketing efficiency. However, its effects on brand loyalty and market penetration were less significant. Based on these results, it is suggested that FMCG companies strategically integrate AI to optimize marketing strategies, continuously innovate, and adapt to maintain a competitive edge and meet evolving consumer expectations.
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