Published Paper Details:

The Indian Fast-Moving Consumer Goods (FMCG) market is highly competitive and price sensitive, making market entry a challenging task for international brands. Among various market entry strategies, penetration pricing has emerged as an effective approach to attract consumers, encourage trial purchases, and gain rapid market acceptance. This study examines the effectiveness of the penetration pricing strategy adopted by Lotus Biscoff in entering the Indian market. The study is empirical in nature and is based on primary data collected from general consumers such as working professionals, homemakers, and regular FMCG buyers through a structured questionnaire. The research analyses the impact of penetration pricing on consumer purchase behaviour, brand awareness, and overall market acceptance. Descriptive and percentage analysis methods have been used for data interpretation. The findings reveal that penetration pricing significantly influenced trial purchase and positively shaped consumer perception of Lotus Biscoff, thereby contributing to its successful market entry. The study concludes that penetration pricing, when supported by effective branding and distribution, is an effective strategy for international FMCG brands entering emerging markets like India.