This paper is an attempt to see the effect of sales promotion of Fast Moving Consumer Goods on consumer's trial purchase behavior in Kerala. Sales promotion is an activity intended to stimulate purchases by adding an incentive to the inherent features of the product or services offered. Most sales promotions have a specific duration. They produce results quickly but once the promotional period is over that incentive induced sales tend to disappear. A properly designed sequence of sales

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... can accomplish various objectives like encourage an initial purchase, foster increased purchases and reward repeated purchase. Fast moving consumer goods (FMCGs) are products that have a quick shelf turnover, at relatively low cost and do not require a lot of thinking time and financial investment to purchase. It refers to a wide range of frequently purchased consumer products including toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents, other non-durable such as glassware, bulbs, batteries, paper products and plastic goods, such as buckets. The Fast Moving Consumer Goods selected for the study are Tea, Toothpaste, Cereals and Detergent, representing the four important categories of FMCGs like beverages, personal care products, food and toiletries respectively. Geographically the study is limited to the state of Kerala in India.