Fast Moving Consumer Goods Industry Research Articles

An Empirical Analysis of Brand Loyalty and Marketing Strategies in the FMCG Sector of China

This study examines the complex connection involving brand loyalty and marketing strategies in the Fast-Moving Consumer Goods (FMCG) industry, with a focus on the importance of innovative marketing techniques in fostering consumer loyalty. The study utilizes a mixed-method approach, combining quantitative data from consumer surveys with qualitative insights from industry expert interviews. This methodology allows for a full analysis of current marketing trends and their effectiveness. The study initially examines crucial determinants that impact brand loyalty in the FMCG industry, encompassing product quality, pricing, customer service, & brand perception. The text analyzes the effects of several marketing methods, such as digital marketing, personalized communication, and environmentally friendly initiatives, on key factors that influence customer loyalty. The investigation indicates that digital marketing & personalization are strong indicators of brand loyalty, illustrating a change in customer preferences towards firms that provide more customized and captivating experiences. The study examines the difficulties encountered by FMCG companies in efficiently implementing these tactics, including the need to strike a balance between cost and effectiveness, handling both online and offline channels, including aligning marketing strategies with the swiftly evolving customer expectations. The paper provides strategic advice for FMCG companies seeking to improve brand loyalty. It suggests that adopting customer-centric & adaptive marketing tactics is essential for long-term success in the competitive FMCG industry. This research enhances the comprehension of the complex relationship between brand loyalty and marketing in the FMCG sector by presenting factual facts and strategic insights. It provides essential information for both academic studies and practical implementation.

CUSTOMER SEGMENTATION: IDENTIFY DISTINCT CUSTOMER GROUPS BASED ON BEHAVIOR AND DEMOGRAPHICS, ALLOWING FOR TARGETED CAMPAIGNS AND CONTENT FOR EACH SEGMENT

In today's fiercely competitive economic climate, I see the insurance industry as having the most opportunity for growth and success. With growth rates of 70–80% and 12–15% respectively, the insurance and fast-moving consumer goods industries are the world's fastest-growing. I am attracted to this business and its potential for advancement since Life Insurance Corporation of India has given me the opportunity to work and gain experience in a highly competitive and enhancing domain. Distribution channels play a vital role in the success of many market companies that strive for a good market share by making items and services easily accessible to clients. Agents and agency holders are the only distribution channels available in the insurance market. If the correct amount of agents are employed, insurance companies such as MAX, RELIANCE LIFE INSURANCE, and TATA AIG may be able to capture an excessive piece of the market. Agents are the exclusive means by which insurance firms can disperse their benefits and goods. communicating the company's principles and goals to potential customers, particularly those from marginalized communities.

A Study on Economic Growth of India: A Focus on the FMCG Sector

The Fast-Moving Consumer Goods (FMCG) sector, holding the rank of the fourth-largest segment in India's economy, exerts considerable influence on both the nation's Gross Domestic Product (GDP) and employment landscape. It serves as a key driver of job opportunities across various stages of its supply chain, spanning manufacturing, distribution, retail, and marketing. This paper presents an analysis of the FMCG sector's growth in India, fuelled by consumer-driven expansion and escalated prices, particularly in essential commodities. As of December 2022, the FMCG market has achieved a noteworthy value of US$ 56.8 billion. Forecasts indicate a robust upward trajectory, with total revenue projected to soar at a Compound Annual Growth Rate (CAGR) of 27.9% from 2021 to 2027, reaching an estimated US$ 615.87 billion. In 2022, the urban segment accounted for 65% of the sector's contributions, while rural areas comprised over 35% of the overall annual FMCG sales. Factors such as favourable harvests and government spending are expected to be instrumental in revitalizing rural demand in the fiscal year 2024. Overall the Fast-Moving Consumer Goods (FMCG) industry emerges as a dynamic and essential component of the global economy, making substantial contributions to both revenue generation and employment creation.

INTEGRATING ADVANCED TECHNOLOGIES FOR ENHANCED HSE MANAGEMENT IN THE FMCG SECTOR

The Fast-Moving Consumer Goods (FMCG) sector operates in a dynamic environment, facing numerous challenges in maintaining Health, Safety, and Environment (HSE) standards while meeting the demands of a rapidly evolving market. To address these challenges, integrating advanced technologies has emerged as a strategic approach for enhancing HSE management practices within the FMCG sector. This review explores the integration of various advanced technologies and their impact on improving HSE management in the FMCG industry. The utilization of technologies such as Internet of Things (IoT), Artificial Intelligence (AI), and Big Data Analytics has revolutionized HSE management practices in the FMCG sector. IoT sensors embedded in production machinery and equipment enable real-time monitoring of environmental conditions, equipment performance, and worker safety. AI-driven predictive analytics algorithms analyze vast amounts of data to identify potential safety hazards, predict equipment failures, and optimize HSE protocols. Furthermore, the adoption of wearable devices equipped with biometric sensors provides continuous health monitoring for employees, ensuring early detection of fatigue, stress, or other health-related issues. Virtual Reality (VR) and Augmented Reality (AR) technologies are utilized for immersive HSE training simulations, enabling employees to practice safety procedures in realistic virtual environments, thus enhancing their preparedness for real-life scenarios. Moreover, the integration of drone technology facilitates remote monitoring of vast operational areas, enabling quick identification of potential hazards and swift response to emergencies. Additionally, blockchain technology ensures the transparency and traceability of HSE data across the supply chain, enhancing accountability and compliance with regulatory standards. The integration of advanced technologies holds significant promise for enhancing HSE management practices in the FMCG sector, fostering a safer and more sustainable operational environment while addressing the evolving challenges of the industry.
 Keywords: HSE, Management, FMCG, Technologies, Technology, Review, Innovation.

Incorporating supply and production digital twins to mitigate demand disruptions in multi-echelon networks

In today's globalized environment, supply chain (SC) and manufacturing operations are intrinsically linked to satisfy consumer demand. Faced with rising preferences for personalized goods, convenience, and price competitiveness, many companies pivot towards e-commerce strategies and product family approaches to offer wider product varieties and shorten delivery times. This is evident in the fast-moving consumer goods (FMCG) industry, where multi-echelon networks are often utilized to optimize inventory and lower costs. While these methods can fulfill consumer expectations, decreased network resilience is a key obstacle, leaving supply networks vulnerable to supply and demand disruptions. Hence, a holistic approach is required to mitigate disruptions impacts in multi-echelon networks. As a digital enabler, digital twin (DT) technology can manage disruptions in SC networks and manufacturing shop floors. However, these solutions typically operate in silos without context considerations, resulting in illogical solutions. To overcome these challenges, this study proposes a novel supply and production (S&P) DT system to enhance resilience and disruption management in multi-echelon networks. A four-tier technology stack is introduced first, then resilience evaluation, SC replanning, and shop floor rescheduling methods are explored. Based on this, a DT-enabled disruption mitigation mechanism is proposed and featured in an F&B-oriented demand spike disruption case study. Results show the role of the hybrid S&P DT system in improving demand fulfillment rate and reducing production make span to enhance operational continuity.

Penentu Faktor Fundamental dan Belanja Modal Terhadap Harga Saham Perusahaan Fast Moving Consumer Goods yang Terdaftar di Bursa Efek Indonesia Tahun 2017-2021

Each company is competing to advance its business in order to maximize profit from the business activities it engages in and to confront yearly competition. This study aims to investigate fundamental factors such as earning per share, return on asset, return on equity, book value per share, and capital expenditure on the stock prices of fast-moving consumer goods companies listed on the Indonesian Stock Exchange from 2017 to 2021. 99 samples of corporations listed on the Indonesian Stock Exchange are involved in the fast-moving consumer goods industry. The method of data analysis utilized in this investigation is multiple regression analysis. The results of this study is arning per share, return on asset, return on equity, book value per share, and capital expenditure have a significant impact on the stock prices simultaneously. Partially Earning per share, return on asset, return on equity, book value per share has a significant and positive effect on stockprice while capital expenditure has an insignificant effect. Implication of this study is company must always maintain and improve its financial and operational performance to maintain positive investor sentiment and capital market signals. Future research can employ objects from company listed on the Indonesian stock exchange with positive capital expenditure performance

STRATEGIC OPERATIONS MANAGEMENT IN FMCG: A COMPREHENSIVE REVIEW OF BEST PRACTICES AND INNOVATIONS

Strategic operations management (SOM) in the fast-moving consumer goods (FMCG) industry plays a crucial role in driving efficiency, quality, and customer satisfaction. This paper presents a comprehensive review of best practices and innovations in SOM within the FMCG sector, aiming to provide insights into how companies can optimize their operations to achieve competitive advantage and sustainable growth. The review begins by examining the key challenges faced by FMCG companies, including demand volatility, short product life cycles, and complex supply chains. It then explores how strategic operations management practices can help address these challenges and improve overall performance. One of the key areas of focus in SOM for FMCG companies is inventory management. Best practices such as demand forecasting, lean inventory principles, and just-in-time (JIT) inventory systems are discussed, highlighting their importance in reducing stockouts, minimizing waste, and improving overall supply chain efficiency. Another critical aspect of SOM in the FMCG industry is production planning and scheduling. The review outlines how advanced planning tools, such as enterprise resource planning (ERP) systems and advanced analytics, can help FMCG companies optimize production processes, reduce lead times, and enhance flexibility to respond to changing market demands. Furthermore, the paper discusses the role of technology and innovation in enhancing SOM practices in the FMCG sector. It explores how technologies such as automation, artificial intelligence (AI), and the Internet of Things (IoT) are transforming FMCG operations, enabling companies to achieve higher levels of efficiency, quality, and sustainability. The review also highlights the importance of collaboration and partnerships in SOM for FMCG companies. It discusses how strategic alliances with suppliers, distributors, and other stakeholders can help FMCG companies optimize their supply chains, reduce costs, and improve customer satisfaction. Overall, this paper provides a comprehensive overview of best practices and innovations in strategic operations management for FMCG companies. It emphasizes the importance of adopting a holistic approach to SOM, integrating people, processes, and technology to achieve competitive advantage and sustainable growth in the dynamic FMCG industry. This review paper systematically examines existing literature on operations management within the FMCG sector, highlighting effective strategies for coordinating operations, crew scheduling, and logistics to uphold professionalism and achieve peak performance. It aims to aggregate insights on process improvement opportunities, conflict management techniques, and cross-functional team dynamics that have led to world-class customer experiences and increased product sales. The review will also discuss the role of technology in maintaining operational records and facilitating continuous improvement in FMCG logistics and supply chain management.
 Keywords: Innovations, Best Practices, SOM, FMCG, Comprehensive.

OPTIMIZING FMCG SUPPLY CHAIN DYNAMICS: A NOVEL FRAMEWORK FOR INTEGRATING OPERATIONAL EFFICIENCY AND CUSTOMER SATISFACTION

This paper proposes a groundbreaking theoretical model specifically designed for the FMCG sector, focusing on optimizing supply chain dynamics to balance operational efficiency with customer satisfaction. Drawing on hands-on strategies and problem-solving abilities, the framework aims to offer practical solutions for common challenges faced by FMCG operations managers, such as inventory management, demand forecasting, and efficient resource allocation. The fast-moving consumer goods (FMCG) industry is characterized by intense competition, short product life cycles, and rapidly changing consumer preferences. In this challenging environment, optimizing supply chain dynamics is crucial for FMCG companies to achieve operational efficiency and enhance customer satisfaction. This concept paper presents a novel framework for integrating operational efficiency and customer satisfaction in FMCG supply chains, aiming to provide insights and strategies for FMCG companies to improve their supply chain performance. The framework emphasizes the importance of aligning supply chain strategies with customer needs and preferences. By focusing on key areas such as inventory management, distribution network efficiency, and technology integration, FMCG companies can improve their supply chain agility and responsiveness. Additionally, the framework highlights the importance of leveraging data analytics and technology to enhance supply chain visibility and decision-making. Implementing the framework requires collaboration among stakeholders, including suppliers, manufacturers, distributors, and retailers. By working together to optimize supply chain processes and enhance customer service, FMCG companies can gain a competitive advantage in the marketplace. Overall, the framework offers a comprehensive approach to optimizing FMCG supply chain dynamics, with the ultimate goal of improving operational efficiency, reducing costs, and enhancing customer satisfaction.
 Keywords: FMCG, Supply Chain, Customers, Framework.

Exploring the Challenges of Industry 4.0 Adoption in the FMCG Sector: Implications for Resilient Supply Chain in Emerging Economy

Background: Fast-moving consumer goods (FMCG) supply chains are experiencing various challenges due to the interactions between consumers and decision-makers during physical distribution, manufacturing, wholesale and retail. One possible strategy to address these challenges for smoothing the supply chain (SC) and logistics operations is to adopt Industry 4.0 (I4.0) based technologies in the FMCG business processes. In this regard, digitalization and automation of the FMCG supply chain can be strengthened by the alluring properties of I4.0 technologies. Methods: This study identified nine significant challenges through a literature review and expert validation. Later, the challenges were evaluated using a novel multicriteria decision-making (MCDM) framework, the Bayesian best worst method (BWM). Results: The findings indicated that “requirement for substantial investment and resources”, “incompatible technological infrastructure” and “poorly structured value chain” are the most significant challenges to implementing I4.0 in the FMCG industry. Conclusions: The study is expected to significantly contribute to improving the FMCG supply chain’s resilience, sustainability, visibility, traceability and responsiveness. Additionally, the research can provide industrial practitioners valuable insights into implementing I4.0 in FMCG and similar sectors and thus promote SC sustainability and resilience in those industries.

FMCG Industry Customer Segmentation for Cosmetic Product at PT. Paragon Technology and Innovation


 Paragon Technology and Innovation is an Indonesian company within the Fast-Moving Consumer Goods (FMCG) industry that produces cosmetic products. PT Paragon is currently planning to develop new product and need understand further what product shall be prioritized to develop. Customer segmentation could be applied to give initial guide to determine which product to develop first. It is a process that divides customers into groups to find out the characteristics, behavior, or needs of customers for a product. Customer segmentation needs to be conducted because it can be used as supporting data to find out customer characteristics and determine effective and efficient marketing strategies for the company. Segmentation is one of the strategies to face business competition, to retain customers, and to assist management in developing marketing strategies to increase sales and company growth. The purpose of this study is to categorize the customers of PT Paragon Technology and Innovation products based on their characteristics. To determine customer segmentation can be done using the K-Means clustering algorithm. The clustering process is carried out by grouping PT Paragon's customer transaction history data in 2023 in November based on four categories, namely Face Care, Hair Care, Body Wash, and Make Up. The data is analyzed using IBM SPSS to determine the characteristics of each cluster. The population and samples used in the research were 79 and 52. The number of clusters used was 5, namely cluster 1 or struggling man customers, cluster 2 or beauty enthusiast customers, cluster 3 or forever young customers, cluster 4 or beauty careless casual customers and cluster 5 or luxtomer. The main cluster that provides shared value for PT Paragon Technology and Innovation consumers is cluster 2 or beauty enthusiast customers. The main category for shared value is the make up category, referring to the result, we recommend PT Paragon to mainly developa product following that category.

Data Alignment in the Fast-Moving Consumer Goods Retail Sector

Purpose: The Fast-Moving Consumer Goods (FMCG) industry faces a significant challenge in data alignment due to the diverse range of barcode types utilized by different data sources.
 Methodology: Barcodes and Universal Product Codes (UPCs) have become pivotal solutions for harmonizing large-scale FMCG product data. This paper explores and analyzes challenges in data aligning within the retail sector. 
 Findings : The paper proposes solutions to enhance product data synchronization, contributing valuable insights to foster a more data-driven and efficient retail ecosystem. The barcode/UPC integration not only aligns data for current analytics needs but also holds the potential for significantly enhancing future capabilities, especially in predictive modeling, trend forecasting, and strategic research on new product introductions.
 Unique Contribution to Theory, Policy and Practice: As the retail landscape evolves, barcode and UPC integration becomes a cornerstone for retailers seeking to stay ahead of industry trends and harness the power of advanced analytics to drive success.

Sustainable packaging innovations and their impact on HSE practices in the FMCG industry

Sustainable packaging innovations have emerged as a critical avenue for addressing environmental concerns and enhancing operational efficiency within the Fast-Moving Consumer Goods (FMCG) industry. This review delves into the multifaceted impact of sustainable packaging innovations on Health, Safety, and Environmental (HSE) practices within this sector. With the escalating global focus on environmental sustainability, FMCG companies are increasingly integrating sustainable packaging solutions into their operations. These innovations encompass a spectrum of approaches, including recyclable materials, biodegradable packaging, lightweight designs, and renewable resources. Such initiatives aim to mitigate the adverse environmental effects associated with traditional packaging practices, such as excessive waste generation and carbon emissions. The adoption of sustainable packaging innovations profoundly influences HSE practices in the FMCG industry. Firstly, it fosters a culture of environmental responsibility, prompting companies to prioritize eco-friendly materials and production processes. This shift aligns with regulatory standards and societal expectations, reducing the ecological footprint of FMCG products while enhancing brand reputation. Moreover, sustainable packaging innovations significantly impact health and safety aspects within FMCG operations. By reducing the reliance on non-biodegradable materials and hazardous substances, companies minimize occupational health risks for workers involved in packaging production and handling. Furthermore, lightweight packaging designs contribute to safer transportation and distribution practices, mitigating the likelihood of accidents and injuries along the supply chain. The integration of sustainable packaging innovations also engenders operational efficiencies within FMCG companies. Through optimization of packaging materials and processes, organizations can achieve cost savings, resource conservation, and enhanced supply chain resilience. These benefits bolster long-term competitiveness and profitability while reinforcing the commitment to HSE principles. Sustainable packaging innovations represent a transformative force within the FMCG industry, reshaping HSE practices and fostering a paradigm of environmental stewardship. As companies continue to prioritize sustainability in packaging strategies, they stand to realize tangible benefits in terms of regulatory compliance, operational efficiency, and brand differentiation. This review underscores the imperative for FMCG stakeholders to embrace sustainable packaging innovations as a cornerstone of responsible business practice in the 21st century.

Rocky Brands: considerations for growth and expansion

Learning outcomes After completion of the case study, the students will be able to identify and discuss competition using Porter’s five forces, analyse and understand the enablers and challenges that impacted Rocky Brands’ growth and recommend a solution in relation to Rocky Brands’ growth strategy. Case overview/synopsis This case study investigates Rocky Brands, a South African manufacturer and distributor of cleaning products in the retail market. The case was set in November 2022 and highlights the important events ranging from the company’s founding in 2011 up until 2022. This case aims to study strategy in the South African fast moving consumer goods industry. At the time of writing the case study, Rocky Brands was operating across South Africa, with their main manufacturing warehouse in Johannesburg and a subsidiary manufacturing warehouse in Durban. They were changing the Durban warehouse to a distribution warehouse, as they planned to manufacture primarily from a bigger warehouse in Johannesburg. Rishav Juglall, the main protagonist, is the founder and managing director of Rocky Brands. Rocky Brands imports and redistributes several of the brands that the company sells, including Weiman’s, Wright’s and Goo Gone. They also manufacture their own line of products in South Africa under the Oakmont brand. Juglall acknowledges that their sales and revenue have grown yearly, but they have recently saturated the market and reached a plateau. Juglall needs to determine whether he should diversify into Africa, expand his product range or enter the market for private label cleaning products. Complexity academic level The case study’s primary focus is on strategy in an emerging market. This case study is suited to undergraduate students studying Porter’s five competitive forces, SWOT analysis (see teaching note exhibit) or the Ansoff matrix in the fields of strategy, marketing or macroeconomics. This case study can be taught in courses such as decision-making, environment of business, leadership or strategic implementation. The case study will teach students how to apply the frameworks to a business and assist students in determining which option is best for the business. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Impact Of Digitalization In Fast Moving Consumer Goods Industry In India

While some individuals shop for groceries on a daily basis, others go grocery shopping once a week just to bulk up. Having said that, it is essential for everyone to buy food. The term "fast-moving consumer goods" (FMCG) is shorthand for things that are inexpensive, much sought after, and sell out rapidly. Because customers buy and use these products often, stores and supermarkets label them as "fast-moving" because they disappear off shop shelves so quickly. In India, the fast-moving consumer goods sector is a major economic driver. Household and personal care makes up half of the fast-moving consumer goods (FMCG) industry, which is the fourth biggest in the economy. Changing lifestyles, rising incomes, more knowledge, and better access have been the primary growth factors for fast-moving consumer goods (FMCG).There was a $56.8 billion FMCG market in December 2022. The forecasted total revenue for the FMCG market is roughly $615.87 billion, with a compound annual growth rate (CAGR) of 27.9% from 2021–27.The study shows that there are different opinions on digitization and that it is a wide-ranging issue. However, when people think of digitization in the fast moving goods business, particularly in the food sector, they usually picture the tools and processes that help sell food online. The current surge, on the other hand, is attributable to the fact that people are becoming used to buying online and are hence requesting this functionality for their grocery shopping as well. Companies in the food business can't help but consider digitization in response to customer demands for digital solutions, as customers are the industry's most important players. Electronic commerce (e-commerce) opens up a worldwide market and frees retailers from some availability constraints, allowing customers to buy things whenever and wherever they want, according to today's literature.Due to the wide range of temperatures and relatively short shelf life of many items, the food business has its fair share of unique issues. This presents both a barrier and an opportunity for online food sellers in terms of delivery. Everyone involved in the sector is aware of this, thus they're all working to find a delivery solution. But it's debatable that the food sector as a whole has to expand if e-commerce is going to be a viable and lucrative business model for enterprises. This includes the FMCG digital market.

Leadership style and employee performance in China’s fast moving consumer goods industry

The purpose of this study is to investigate the effect of various leadership styles on employee performance in the Fast-Moving Consumer Goods (FMCG) industry in China. The unexpected global spread of the coronavirus pandemic and its complicated issues have created a substantial amount of uncertainty in consumer demand worldwide which has motivated this research and highlighted the crucial role that the FMCG industry's marketing relationship plays in determining enterprise profit. There is a growing concern among enterprise managers, academics and policymakers about employee performance and its overarching impact on the organization. The study is underpinned by social exchange theory and employs a cross-sectional design. An online survey was conducted with 384 employees from the FMCG industry to measure the impact of three independent variables: authentic leadership style, servant leadership style and ethical leadership style. The findings reveal that authentic, servant and ethical leadership all significantly affect employee performance in the Chinese FMCG industry. Among these, ethical leadership is found to have the extreme effect. The implications of this study are of practical relevance to FMCG companies. FMCG companies can potentially navigate through the uncertainty in global consumer demand more effectively by reconfiguring their leadership styles to enhance employee performance. The study provides insights that can be used by FMCG companies to increase employee performance which is directly linked to enterprise profit.

Impact of Information Sharing on Customer Satisfaction Level in the Fast-Moving Consumer Goods (FMCGs) Industry in Nigeria

Manufacturing firms in developing countries are fast catching up with the current trend of globalization and e-commerce, thus, strategically working towards the alignment of their supply networks to balance demand and capacity. This study aims to determine how fast-moving consumer goods (FMCG) firms can satisfy their customers and leverage their brands more effectively by optimizing the information shared along their supply chain network. This study approaches the issue of information sharing and customer satisfaction through theoretical considerations and addresses the issue quantitatively in an empirical study of the triadic relationship in the FMCG industry. The FMCG industry in Nigeria was chosen as the context for this study. To address the objective of this work, a quantitative investigation was designed. Data was generated using two sets of questionnaires administered to FMCGs, their suppliers, and customers. Responses from the survey were statistically analysed using the structural equation model. The study identifies four levels of information sharing as measurement constructs. By establishing the importance of information sharing in the relationship between the firm and its supply chain partners, this research accentuates that all the flows in the supply chain anchor on information sharing which acts as a support to the firm’s overall performance. In particular, our findings suggest the possibility of improving communication among supply chain partners and raising the satisfaction levels of customers by the flow of effective information along the triad relationship in existence. The paper offers several managerial implications that are relevant, especially for FMCGs in production and service delivery settings.

Exploring the Effect of Green Marketing Strategies on Purchasing Decisions in Nigeria's Fast-moving Consumer Goods Sector

The global rising consciousness for environmentally friendly products has increased since the advent of COVID-19 pandemic. In developing economies such as Nigeria there are still constraints as to adoption and integration of green orientation and approaches. The study investigated the effect of green marketing strategies on consumer purchasing decision in the fastmoving-consumer-goods (FMCG) industry in Nigeria based on insights gathered from consumers in selected areas of Lagos State. The study adopted a quantitative research approach based on survey research design to gather primary data from a sample of 400 respondents selected via judgmental and convenience sampling technique. The data was collected through a structured questionnaire and was analysed using descriptive statistics. The results of data analysis indicated that consumers do not experience cognitive dissonance/dissatisfaction with green FMCG products of their preferred organization. Also, when evaluating FMCG products for purchase purposes green pricing significantly influences consumers purchase decision. In addition, consumers do not experience cognitive dissonance/dissatisfaction with green FMCG promotion of their preferred organization. Finally, consumers consider purchasing environmentally friendly products because their distribution channels allow for returning empty containers for recycling and reusage. The study concluded that green marketing has a significant positive effect of on consumer purchasing decision in the FMCG industry in Nigeria. With respect to the outcomes and the conclusion of this study, it was proffered that green marketing should be seen and considered as a contemporary strategic marketing technique and tool, hence organizations and management should continue to develop ways that can improve their application of green orientation in all areas of their business and marketing.

Exploring Digital Marketing Optimization: Enhancing Company Performance with a Focus on the FMCG Industry in Lebanon

In the ever-evolving landscape of digital marketing, companies within the Fast-Moving Consumer Goods (FMCG) industry in Lebanon are recognizing the imperative need to optimize their digital marketing strategies to enhance overall performance. This study delves into the intricacies of digital marketing optimization, with an emphasis on perceived ease of use, perceived usefulness, user experience, and consumer engagement as pivotal themes impacting company performance. Employing a qualitative research methodology, in-depth insights were garnered from 15 industry professionals through semi-structured interviews. These individuals were carefully selected for their expertise and firsthand experience with digital marketing within the Lebanese FMCG sector. The analysis of the qualitative data led to the extraction of nuanced understandings regarding how perceived ease of use and perceived usefulness directly influence the user experience and, subsequently, consumer engagement in digital platforms. The study highlights the critical role of user-friendly interfaces and valuable content in fostering positive consumer experiences, which in turn, amplify engagement rates. Moreover, the research identifies the chain effect that starts with the initial consumer interaction with digital marketing campaigns and cascades into long-term company performance metrics. The findings reveal that the FMCG companies in Lebanon are at a pivotal junction, where embracing digital marketing optimization can lead to significant competitive advantages. Companies that adeptly leverage the ease of use and usefulness of their digital content can create enhanced user experiences, thereby fostering deeper levels of consumer engagement.

An examination of reverse logistics best practices in the fast-moving consumer goods industries

An examination of reverse logistics best practices in the fast-moving consumer goods industries

Performance of cold chain logistics service providers in the fast-moving consumer goods industry in Nigeria: a systematic review

The operations of the fast-moving consumer goods (FMCGs) businesses in Nigeria rely on the efficiency and efficacy of cold chain service providers for quality storage and optimal safety of perishable goods. However, the sector faces obstacles such as inadequate technology, unskilled labour, insufficient funds, weak regulation, and a poor regulatory policy framework, all of which impede the business’s growth and performance. The goal of this study is to systematically review the issues that restrict cold chain logistics service providers’ performance in Nigeria’s highly perishable food business. This study employs PRISMA procedure and the systematic literature review technique to extract articles and emphasize the importance of employing cold chain services to increase efficiency, quality service delivery, and consumer fulfilment. The study’s findings demonstrate that achieving quality service delivery, service effectiveness, cost savings, and customer satisfaction is hampered by a lack of proper synergy between cold chain logistics service providers and cold chain major stakeholders such as regulators, as well as an absence of skilled personnel, policy, funding, infrastructure, and technologies for monitoring and tracking product movement and condition. By remedying these difficulties, Nigeria’s FMCGS sectors could potentially improve their performance and contribute to the development of a robust, sustainable cold chain logistics industry. As a result, the quality and safety of FMCG goods would be enhanced, driving the expansion of the FMCG sector in Nigeria. Future research findings should focus on the cold chain logistics performance leverages on economic growth and development in Africa.