This paper is an attempt to see the effects of sales promotion on brand switching of FMCG in Kerala. Fast moving consumer goods (FMCGs) are products that have a quick shelf turnover, at relatively low cost and do not require a lot of thinking time and financial investment to purchase. Fast Moving Consumer Goods refers to a wide range of frequently purchased consumer products including toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents, other non-durable such as glassware, bulbs, batteries, paper products and plastic goods, such as buckets. As the risk of purchasing FMCG is relatively less compared to high involvement buying situations, consumers do not mind experimenting with different brands. A consumer’s decision of which brand to buy and how much quantity of that brand to buy depends on brand specific factors like price and promotion of various brands and consumer specific factors like consumer’s brand loyalty, consumption rate, product inventory and his/her sensitivity to brand and promotion. Fast moving is in opposition to consumer durables such as kitchen appliances that replaced less than once a year. The fast moving consumer goods selected for the study are Tea, Toothpaste, Cereals (including cereal based products), and Detergent, representing the four important categories of FMCGs like beverages, personal hygiene products, food and toiletries respectively. Geographically the study is limited to the state of Kerala in India.

KEY WORDS: FMCGs, Brand Switching, Sales Promotion, Post Hoc Analysis, Inter-Product Analysis.