• Ms.T.Hemalatha
• Dr.B.Rajeshkannan

Retailing in India records best growth rate globally holding the second position in population with both local and international players attempting to penetrate Indian market with greater force. In retailing the traditional food, beverages, and grocery market have seen the growth in number of chain stores, supermarkets, hypermarkets and convenience stores. In this study the retail outlets were classified based on Location wise, Size of the outlet, Years of Establishment and Ownership Type. The retailers were classified based on Family Background, Education and Position of the respondent in the Retail Shop.In this study trade promotion methods and schemes were analyzed for the FMCG products under the major classification as Personal care, House-hold care, packaged food & Beverages and Health Care. These studies includes trade promotion methods like sales contests, couponing, freebies, displays, premiums, gifts, samples, rebates etc., From these, the schemes for FMCG products were grouped in to four major categories, Quantity Based Discount Scheme, Trade Allowances, Trade reward contests and Trade support by Branding.Considering product categories , mostly high positive evaluation rating are found in Food and Beverages category but very less evaluation rating with Health care category with respect to retailers' scheme preference for FMCG products. This study creates a different dimension to manufacturers for designing the trade promotion schemes for effective marketing of FMCG products. The findings from this study suggests the FMCG manufacturers that they shall standardize and customize certain trade promotion schemes according to the product and retail characteristics to optimize the budget and for effective retailing.

Retailing, FMCG, Health Care,House-hold care, packaged food.

"RETAILERS PREFERENCE OF TRADE PROMOTION SCHEMES FOR FMCG PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.45-50, February 2020, Available :http://www.jetir.org/papers/JETIRDM06008.pdf

"RETAILERS PREFERENCE OF TRADE PROMOTION SCHEMES FOR FMCG PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp45-50, February 2020, Available at : http://www.jetir.org/papers/JETIRDM06008.pdf