Dynamic analysis of consumer loyalty fast-moving consumer goods market in the Republic of Kazakhstan

Abstract

As a result of the formation of new geopolitical, economic, and social conditions, the consumer goods market is undergoing high volatility, which entails significant changes. At the same time, the transformation concerns not only the behavior of consumers but also the marketing policies of companies selling goods from the fast-moving consumer goods sector. The scientific article presented the current indicators of the fast-moving consumer goods (FMCG) market in the Republic of Kazakhstan. The results of changes in the economic profile of consumers are given based on the interpretation of the survey data. The article aims to study the impact of consumer behavior transformation on Kazakhstan's consumer goods (FMCG) market. The following research methods were used in the study: statistical analysis, survey, and in-depth interview. As a result of the study, the economic characteristics of the market were reflected based on the results of a statistical cross-section of 2022 the three quarters. The forecast of further transformation of the market and the explanation of individual trends was formed based on the data from the conducted expert interview. Accordingly, in a three-stage study, up-to-date data on the volume and structure of the FMCG market were obtained, a modern economic portrait of the consumer was derived, and the possibilities for improving consumer loyalty in the Republic of Kazakhstan were assessed. Local FMCG and retail companies can use final data in the processes of building sales strategies and studying the behavior of a modern consumer, as well as in the formation of sales policy and tactical decisions. These studies may be relevant for companies that still need their analytical tools.