Impact of Mindfulness on Social Media Promotions for FMCG Products– An exploratory study

In a world full of buzz and surface interactions, consumers seek more depth and meaning. This intensity can also come from a very different angle, in the form of mindfulness. Consumers think about and take responsibility for the ethical status of brands they buy and support. The shopping that they do is now more mindful and not just throwing items into basket without thinking twice. Companies always desire to follow consumerism orientation that portrays consumers as consuming anything and everything. This trend is changing now. More and more consumers have started to consume and spend just apt to their needs. Even in this age of internet, they feel paying through cash rather than card is a better option. It is something tangible and they do not want to hand more of it than is strictly necessary. In case of FMCG products, they now prefer to go to nearby markets where they get better value for money rather than big names. This is an exploratory study to determine influence of Mindfulness on social media promotions for FMCG products. Main purpose is to determine whether the promotion on social media platform helps mindful consumers in decision-making. Study also gauges whether social media promotion persuades them to buy a product that does not have much use to them by making them less mindful. This study assists companies to decide what type of promotion should be done to attract mindful consumers and to check whether the money spent on social media promotion generates revenue from mindful consumers. Study also guides marketing managers to make changes in its promotional methods to attract customers with different preferences. Above all, the study supports that market can be segmented based on mindfulness and give companies more ammunition to target customers.