A STUDY ON MARKETING FUNNEL AND ITS UTILITY WITH REFERENCE TO CERTAIN IDENTIFIED PRODUCTS
Dr. Shazeed Ahmed
Marketing funnel is a consumer focused marketing model which tracks a consumer’s journey towards the purchase of a product or services in a funnel. The research work tries to study certain identified brands that are currently available in the selected market under the Fast Moving Consumer Goods (FMCG) category. The main objective of the study is to find out the customer’s stages for each of the brands in the marketing funnel and the barriers behind the progress of the consumer in the marketing funnel. The product brands are Nestle (Maggi-Hot Heads), Ohlay Drink, Cherio (Mixed Fruit Medley/ Mango Lush), Real (Active 100 Percent Coconut Water) and Homa Cream Bun. It was an exploraory cum descriptive study and a total of 400 samples were taken for the study. Data was collected through a well structures questionnaire from the consumers of the selected products. The field survey revealed that each of the product brand were in different stages of the marketing funnel. The study tried to recommend respective marketing solutions for moving each of the respective product to cross over any barrier so as to move on to the next higher stage in the marketing funnel.
KEYWORDS: conceptual, funnel, prognostic, prospect.
JEL Classification: M31 (Marketing)