📄 Abstract
The FMCG (Fast-Moving Consumer Goods) food sector in India has witnessed rapid transformation in retail strategies, with promotional schemes playing a crucial role in driving consumer engagement. Among these, the Buy One Get One Free (BOGO) offer is one of the most prominent tactics adopted by producers and retailers to increase sales volume, encourage brand switching, and stimulate trial purchases. This paper examines the prevalence, consumer perception, and producer benefits of BOGO offers in the FMCG food sector, with a case study focus on Bengaluru city. Using a mixed-method approach, including consumer surveys, retailer interviews, and secondary market data, the study highlights how BOGO schemes create a mutually beneficial scenario for consumers and producers while identifying potential challenges for long-term sustainability.
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📚 How to Cite:
Dr.Shilpa Virupakshaiah , WHEN FREE SELLS FAST: THE IMPACT OF BOGO SCHEMES ON CONSUMERS AND PRODUCERS IN BENGALURU , Volume 11 , Issue 12, December 2025, EPRA International Journal of Multidisciplinary Research (IJMR) ,