UNRAVELING THE MODERATING EFFECTS OF FINANCIAL POSITION, RESEARCH AND DEVELOPMENT, ADVERTISING, AND CUSTOMER PERCEPTION ON NEXUS OF PRODUCT INNOVATION AND FMCG SALES

Abstract

This study examines the relationship between product innovation and the sales volume of companies and digs out the impact of product innovation factors on the sales volume of companies. Data was collected from general managers, operation managers, sales managers, marketing managers, and owners of the companies situated in Multan, Lahore, Khanewal, and Bahawalpur of four types of industries, like beverages, FMCG, textiles, and manufacturing, by using a convenience sampling technique. A total of one hundred and ten questionnaires were considered useable for regression analysis. Many companies promote their products by adopting product innovation with the help of customer perception, advertising, research and development, and their financial position with marketing exertions. Significant factors from the technique were conducted to see whether these have a positive or negative relationship with the number of significant factors that can be responsible for increasing the companies' sales. The results show that product innovation under different factors (moderator variables) significantly increases the sales volume of the companies. So, to increase sales through product innovation, certain measures need to be adopted in these companies in the future.