Fast Moving Consumer Goods Sector Research Articles

The Relationship Between Employee Engagement, Physical Wellness, Work-Life Balance and Employee Well-Being

Employees often face challenges in finding work environments that consistently promote their well-being, despite spending a significant portion of their lives at work. This research investigates how employee engagement, work-life balance, and physical wellness relate to employee well-being at Nabati Food Malaysia Sdn. Bhd. Using a quantitative approach, the study tested three hypotheses through a survey with 187 participants, utilizing convenient sampling and an online questionnaire. Data were analyzed with the SPSS version 24.0. The results showed significant relationships between all variables and employee well-being, with employee engagement having the most substantial impact. The study recognized its limitations and provided recommendations for future research. Overall, the findings offer valuable insights for Nabati Food Malaysia and the fast-moving consumer goods sector, emphasizing the importance of enhancing employee well-being to improve business operations and employee satisfaction.

The intersection of green marketing and sustainable supply chain practices in FMCG SMEs

As sustainability increasingly shapes consumer behavior and corporate strategies, Fast-Moving Consumer Goods (FMCG) small and medium-sized enterprises (SMEs) are adopting green marketing and sustainable supply chain practices to gain a competitive edge. This review explores the intersection of these two critical areas, demonstrating how their integration can drive both business growth and environmental responsibility. Green marketing, which focuses on promoting eco-friendly products and sustainable business practices, has become a key tool for FMCG SMEs to differentiate themselves in a crowded marketplace. By adopting strategies such as eco-friendly packaging, ethical sourcing, and transparency in communicating sustainability efforts, SMEs can build stronger consumer trust, foster brand loyalty, and meet the growing demand for environmentally conscious products. Simultaneously, sustainable supply chain practices ensure that the production, distribution, and logistics processes align with environmental and social goals. These practices include reducing carbon emissions, minimizing waste, and working closely with suppliers to ensure ethical sourcing of materials. The synergy between green marketing and sustainable supply chains creates a feedback loop where operational sustainability supports marketing efforts, and consumer demand for green products encourages further sustainability improvements. This review also examines the challenges FMCG SMEs face in aligning these strategies, such as cost barriers, regulatory compliance, and supply chain complexity. Through case studies and industry examples, it highlights how innovative technology and stakeholder collaboration can help overcome these challenges. Ultimately, this study underscores that integrating green marketing and sustainable supply chain practices is not only essential for addressing environmental concerns but also for enhancing competitive positioning, customer satisfaction, and long-term market success in the FMCG sector. Recommendations for SMEs on how to effectively align their marketing and supply chain sustainability efforts are also provided. Keywords: Green Marketing, Supply Chain, FMCG SMEs, Review.

Operationalization of ESG-Integrated Strategy Through the Balanced Scorecard in FMCG Companies

The increasing focus on sustainability and climate change mitigation necessitates that corporate strategies not only build competitive advantage but also contribute to the creation of sustainable operations. The purpose of the article is to present, based on the analyses of the development of the strategic targets of leading Fast-Moving Consumer Goods (FMCG) companies, a method for operationalizing an ESG-adapted corporate strategy within FMCG companies using the Balanced Scorecard (BSC). ESG, encompassing environmental, social, and governance factors, requires a shift in both strategic management theory and practice. The author explores how ESG metrics can be integrated into the traditional BSC framework alongside financial, customer, and business processes and learning and growth perspectives to align with the growing importance of sustainability. The study identifies specific measures that contribute to a successful transition toward sustainable business practices. The findings demonstrate that the BSC, when adapted to incorporate ESG considerations, is an effective tool for strategy implementation and operational management in FMCG companies. While the proposed framework focuses on the FMCG sector, it has potential applications across other industries. The article makes important theoretical contributions, though it would benefit from further empirical research, sector-specific comparisons, and a more detailed examination of external ESG factors that impact corporate strategy.

Emerging Trends in Sustainability Practices Within the FMCG Sector for A Better Future

The Fast-Moving Consumer Goods (FMCG) sector is undergoing a major transformation driven by increasing demands for sustainability. This article explores emerging sustainability trends, such as sustainable packaging, circular economy models, supply chain transparency, consumer engagement, and innovative product development. These practices not only mitigate environmental impact but also enhance business competitiveness and brand loyalty. By highlighting how leading FMCG companies are incorporating these trends, the article aims to inspire broader adoption of sustainable strategies that benefit both businesses and the environment.

Brand Equity in Pakistan’s FMCG Sector: The Influence of Employee Engagement, Brand Orientation, CSR, and Organizational Culture

This study explores the relationships between employee engagement, brand orientation, and corporate social responsibility (CSR) initiatives in enhancing brand equity in Pakistan's fast-moving consumer goods (FMCG) sector, using organizational culture as a moderator. Grounded in the Resource-Based View (RBV), this research highlights how internal organizational resources can provide sustainable competitive advantages through brand equity. A structured questionnaire was distributed to employees within FMCG firms, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that employee engagement, brand orientation, and CSR initiatives positively influence brand equity. Additionally, organizational culture significantly moderates the relationship between brand orientation and brand equity, while its moderating impact on employee engagement and CSR initiatives is less pronounced. The study offers valuable theoretical contributions by integrating internal factors within the RBV framework and practical insights for FMCG managers aiming to enhance brand equity. Limitations include the cross-sectional nature of the study and sector-specific focus. Future research should consider longitudinal approaches and explore additional moderating variables across different markets.

The Moderating and Mediating Roles of Self-Esteem and Susceptibility to Normative Influence in the Relationship Between Brand Love and Brand Loyalty

Purpose: The objective of this investigation is to evaluate the role of Self-Esteem (SE) and Susceptibility to Normative Influence (SNI) in the relationship between brand love and brand loyalty within the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka. Specifically, this study aims to determine whether SE and SNI act as moderators or mediators in this relationship. Since there is an unambiguously identified gap in the literature, there still exists insufficient agreement and acceptance in the existing literature about the correct role of Self-esteem and SNI in the relationship between brand love and brand loyalty, and previous researchers' findings are contradictory. Examining the relationship between brand love and brand loyalty across cultures and industries is another well-stated necessity. Design/methodology/approach: This investigation used a quantitative methodology and thus, a self-administered survey was distributed to the 390 participants in the sample who are consuming FMCG products in Sri Lanka. The sample was selected using a purposive sampling technique. Regression analysis was carried out to test the hypothesized relationship between dependent, independent, mediating, and moderating variables. Findings: Researchers concluded that in the FMCG sector of Sri Lanka, SE and SNI do not exert significant moderation on the relationship between brand love and brand loyalty. However, it was observed that SE and SNI do play a partial mediating role in this relationship. Originality: Despite a clearly identified gap in the literature, there remains insufficient consensus regarding the role of SE and SNI in the relationship between brand love and brand loyalty. Existing studies present contradictory findings, highlighting the need for further investigation to clarify these roles. This research is the first to clarify whether SE and SNI function as moderators or mediators in the relationship between Brand Love and Brand Loyalty, with a specific focus on the Fast-Moving Consumer Goods industry in Sri Lanka. It makes a substantial and original contribution to the existing body of knowledge. Implications: This research addresses a gap in empirical knowledge by clarifying the precise roles of SE and SNI as evidenced by the findings. Additionally, the study contributes to the literature by examining the brand love-loyalty relationship in the Asian context and the FMCG industry, offering a more generalized theoretical conclusion applicable worldwide. The findings support the Brand Resonance Model's emotional path, particularly in Sri Lanka's FMCG industry.

A Study of Innovation and Marketing Strategies in Personal Care FMCG Sector

The study provides valuable insights into the relationship between marketing strategies, innovative technologies, and consumer behaviour in the FMCG sector for personal care products. This study aims to analyze the marketing strategies and innovative technologies employed by the Fast-Moving Consumer Goods (FMCG) sector, specifically focusing on personal care products. It investigates the influence of male and female buying behaviour on factors affecting consumer behaviour and how these factors shape a company's marketing strategies.

Analysis of Ramadhan Effect on Fast Moving Consumer Goods (FMCG) Sector Companies in Indonesia Sharia Stock Index 2020 - 2023

Indonesia is a country with a majority Muslim population and is listed as the first country with the largest Muslim population in the worl. With investment levels also increasing and a Muslim-majority population, this will greatly support researchers in conducting research related to sharia shares. This research investigates the existence of an anomaly effect. Where this effect is supported by religious situations and conditions, namely the month of Ramadan, so it is called the Ramadan effect which has also been widely documented by researchers, with the FMCG (Fast Moving Consumer Good) company sector indexed by Indonesian sharia shares from 2020 to 2023 as the object of this research. The GARCH method is the model used in this research. Introduced by Bollerslev in 1986. This research was conducted quantitatively using secondary data on daily closing stock prices. The results of this research show that there is no effect of Ramadan on returns or volatility in FMCG (Fast Moving Consumer Good) sector shares listed on the Indonesian Sharia Stock Index (ISSI). There are only 3 companies that have a Ramadan effect on stock returns, including PT Martina Berto Tbk., PT Prima Cakrawala Abadi Tbk., and PT Sekar Bumi Tbk., then on volatility there are also 3 companies that have a Ramadhan effect, including PT Pantai Indah Kapuk Dua Tbk. ., PT Sekar Bumi Tbk., and PT Kimia Farma Tbk.. However, it was found in this research that in the month of Ramadan all the returns of the companies studied produced positive values with the majority of volatility being low.

Digitalization's Effects on India's Fast-Moving Consumer Goods Sector

Digitalization's Effects on India's Fast-Moving Consumer Goods Sector

Strategies to overcome constraints in the vehicle fill rate of road freight transport for FMCG sector

The FMCG (Fast-Moving Consumer Goods) sector is the fourth largest sector in India, significantly contributing to the economy by driving the growth of gross domestic product (GDP) and enhancing employment opportunities. In India, most of the transportation of FMCG goods is dependent on road freight transport only hence the vehicle fill rate is gaining importance day by day. The vehicle fill rate is adversely influenced by various constraints including weight & load limits, variability in truck carrying capacity, etc. that further influence the performance of road freight transport, resulting in high transportation costs. Various strategies are required to overcome the constraints which will help optimize transportation costs for the FMCG sector in India. This study identified 32 solutions with Fuzzy TOPSIS (Fuzzy Technique for Order Preference by Similarity to Ideal Solution) employed for ranking of the solutions. Transport policy is identified as one of the top solutions, which plays a vital role in improving vehicle fill rate in the long run. Implementation of the solutions according to the need and rank may help the decision-makers and policymakers to achieve enhanced performance in road transport, compete globally, and contribute to the economy as well as the environment.

The Impact of Customer Retention on Organization Profitability in the FMCG Sector in Nigeria

In the competitive domain of fast-moving consumer goods (FMCG), retaining customers is essential for the overall organisational performance of an FMCG company. This research investigated the impact of customer retention on organisational profitability in the Fast-Moving Consumer Goods (FMCG) sector in Nigeria. The study employed a cross-sectional survey approach, with data collected from 248 employees in 10 different FMCG companies in Oyo State, South West, Nigeria. The findings revealed a strong positive correlation (r=0.783) significant at p < 0.01 between customer retention and organisational profitability, highlighting customer retention as a key driver of sustained profitability. The study further explored specific components of customer retention, including personalised marketing, loyalty programs, quality products, and customer support, all of which showed strong positive associations with organisational profitability. Survey results indicated that customer satisfaction is a leading factor contributing to customer retention, emphasising the importance of understanding and meeting customer expectations. Based on these findings, recommendations are provided for FMCG companies to prioritise customer retention strategies, such as personalised marketing and quality customer support, to enhance organisational profitability and success in the Nigerian FMCG sector.

Economic policy uncertainty and Indian equity sectors: a quantile regression approach

PurposeThis paper aims to investigate the effect of economic policy uncertainty (EPU) shocks on Indian equity market sectors. The effect of domestic (Indian) and foreign (USA) EPU shocks is examined on ten major Bombay Stock Exchange sectors.Design/methodology/approachThe study uses data covering the period from September 2005 to July 2023 and uses the methodology of quantile regression to investigate the heterogenous response of stock market sectors under diverse market conditions explained through the analysis of conditional quantiles distribution.FindingsThe results demonstrate that domestic and foreign EPU shocks negatively affect most of the sectors in bearish market conditions. Industrials, commodities, utilities, consumer discretionary and financial services are the most affected sectors by domestic EPU. However, the information technology sector is found to be immune to domestic EPU shocks but negatively affected by foreign EPU shocks. On the other hand, energy, financial services and fast-moving consumer goods sectors are found to be immune to foreign EPU shocks but are negatively affected by domestic EPU shocks.Practical implicationsUnderstanding the heterogeneous response of different sectors to EPU shocks could help investors and portfolio managers identify portfolio diversification opportunities.Originality/valueThis study makes an inaugural attempt to examine the responses of Indian stock market sectors to domestic and foreign EPU shocks using the approach of quantile regression and unveils the previously unexamined diverse reactions of Indian stock market sectors to EPU shocks originating from both India and USA.

HOW DO DIFFERENT DEBT LEVELS INFLUENCE THE FINANCIAL PERFORMANCE OF FMCG COMPANIES IN INDIA?

This study examines the impact of capital structure on the financial performance of Fast-Moving Consumer Goods (FMCG) companies listed on the Bombay Stock Exchange (BSE) from 2011 to 2021. It focuses on how varying levels of short-term, long-term, and total debt influence key financial metrics such as Return on Assets (ROA), Return on Equity (ROE), Earnings Per Share (EPS), and Tobin’s Q. Using regression models with panel data, the research evaluates the relationship between debt ratios and financial performance, utilizing both fixed and random effects models. The findings reveal that higher levels of debt, especially long-term debt, negatively impact financial performance. Short-term debt is more commonly used in the FMCG sector, but overall, debt tends to reduce profitability and shareholder value. Notably, Earnings Per Share (EPS) had the highest average among the performance indicators, though all debt ratios demonstrated significant negative correlations with ROA, ROE, EPS, and Tobin’s Q. The study also highlights that larger and older firms are more effective at managing the negative effects of debt, performing better financially than smaller or younger firms. It recommends that FMCG companies prioritize internal funding over debt, as high debt levels can lead to financial strain. Future research could explore the impact of capital structure in other industries or include macroeconomic factors.

Developing artificial intelligence enabled Marketing 4.0 framework: an Industry 4.0 perspective

PurposeThe paper aims to analyze the potential of artificial intelligence (AI) in enhancing marketing capabilities for Indian fast-moving consumer goods (FMCG) firms, with appropriate emphasis on dynamic capabilities (DC). By integrating AI into their operations, companies can enhance diverse marketing practices, leading to improved efficiency and effectiveness. In addition, the study offers valuable insights and guidance for effectively implementing AI in marketing strategies.Design/methodology/approachIn-depth interviews of 26 seasoned professionals from various positions in the Indian FMCG sector were conducted for the study. A systematic approach of coding that includes open, axial and selective coding was made to recognize the themes that represent AI-enabled marketing practices. This approach ensured that the themes were precisely identified and comprehensively analyzed. Interviews followed by a rigorous coding process provide valuable insights into the practical implementation of AI-enabled marketing practices for the Indian FMCG industry.FindingsThe study’s results underscore the importance of AI in enhancing marketing practices for FMCG firms, particularly in four critical areas: personalization, consumer engagement, marketing automation and strategic goals. By adopting AI in these areas, Indian FMCG firms can significantly enhance their marketing capabilities, increasing efficiency, effectiveness and gaining a competitive advantage.Research limitations/implicationsThe study uses qualitative data analysis to explain how DC through AI technologies can enhance digital marketing practices for Indian FMCG organizations. Furthermore, the study provides valuable insights into how AI technologies can improve marketing capabilities and emphasizes the importance of DC. The study also proposes a framework for AI-enabled Marketing 4.0 that can guide FMCG firms seeking to leverage AI technologies to enhance their marketing practices.Originality/valueThis study outlines the potential for enhancing marketing practices by adapting AI in the Marketing 4.0 environment for Indian FMCG companies, highlighting the importance of DC in achieving this goal.

Cultivating a culture of safety and innovation in the FMCG sector through leadership and organizational change

This paper examines the role of leadership and organizational change in shaping such a culture within FMCG companies. Drawing upon insights from organizational psychology, change management, and leadership theories, the paper explores strategies for creating an environment that prioritizes safety, encourages innovation, and fosters continuous improvement. Key themes include the importance of leadership commitment to safety and innovation, the need for clear communication and transparency, and the value of employee empowerment and engagement. Additionally, the paper discusses the role of organizational structures, systems, and processes in supporting a culture of safety and innovation. Through case studies and real-world examples, the paper highlights best practices and practical strategies for FMCG companies looking to cultivate a culture of safety and innovation. Cultivating a culture of safety and innovation within the fast-moving consumer goods (FMCG) sector is crucial for fostering resilience, driving growth, and ensuring long-term success These include fostering a learning mindset, promoting collaboration and knowledge sharing, and leveraging technology to enhance safety practices and drive innovation. Ultimately, the paper argues that cultivating a culture of safety and innovation requires a holistic approach that involves leadership commitment, organizational change, and active engagement from employees at all levels. By prioritizing safety and innovation, FMCG companies can not only mitigate risks and ensure compliance but also drive creativity, improve operational efficiency, and maintain a competitive edge in today's rapidly evolving marketplace. Keywords: FMCG Sector, Safety Culture, Organizational Change, Technology Integration, Employee Engagement, Innovation.

Integrating Qualitative and Quantitative Approaches: The Impact of AI Design on Consumer Perception and Buying Behavior in the FMCG Sector

The motivation behind this examination is to explore the relationship between AI designs, consumer perception, consumer buying behaviour, and consumer literacy in Pakistan's fast-moving consumer goods (FMCG). To apply ethnography to research the consumer’s buying behaviour in the context of AI designs in the FMCG Sector. This study used the mixed-method approach, a quantitative exploration plan and utilised a survey method to collect data from 250 FMCG sector consumers in Lahore via an online self-administered survey. The paper applied SEM to examine the hypotheses and analyze the data. The qualitative portion used eight in-depth semi-structured interviews for data collection. The paper found that AI designs affected consumer perception (CP), consumer perception (CP) affected by consumer buying behaviour (CBB), and CP intervened in the impact of AI designs on CBB. Consumer literacy (CL) is moderated between consumer perception (CP) and consumer buying behaviour (CBB). The findings also reveal the positive impact of AI on consumer buying behaviour, through individual perspectives. The study adds to the works on the link between AI designs, CP, CBB, and CL in the FMCG business. It gives experimental proof to help the hypotheses that AI designs influence CP, CP influences CBB, and CP explains the impact of AI designs on CBB, CL moderated between CP and CBB. AI designs can enhance consumer perception and buying behaviour of FMCG products, leading to higher market performance and customer satisfaction. FMCG companies can use AI to innovate, customize, and educate their products and services for different consumer segments. The research aims to identify the association between AI designs, CP, CBB and CL in the FMCG industry. It offers an original viewpoint on how AI designs can improve CP, how CP can prompt CBB, and how consumer literacy is moderated between CP and CBB in the fast-moving consumer goods business.

A Study of Consumer Buying Behavior and Brand Loyalty in a FMCG Market

Abstract: The Fast-Moving Consumer Goods (FMCG) market is a highly competitive and dynamic landscape, where understanding consumer buying behaviour and brand loyalty is crucial for business success. This research paper delves into the intricate relationship between these two crucial elements, aiming to provide valuable insights for FMCG companies to enhance their marketing strategies and foster long-term customer engagement. The study employs a mixed-methods approach, combining quantitative data analysis and qualitative insights, to explore the factors influencing consumer purchasing decisions and the drivers of brand loyalty in the FMCG sector. The research examines the impact of various elements, such as promotions, pricing, perceived quality, and brand trust, on consumer behaviour, as well as the emotional connections, repeated purchases, and advocacy that contribute to brand loyalty.

Review Paper: “A Study on Consumer Buying Behaviour Towards HUL Products

This Study Investigates Consumer Buying Behavior Towards Products Manufactured By Hindustan Unilever Limited (HUL), One Of The Leading Fast-Moving Consumer Goods (FMCG) Companies In India. The Research Aims To Understand The Factors Influencing Consumers' Purchasing Decisions, Their Perceptions Of HUL Products, And Their Attitudes Towards The Brand. A Mixed-Methods Approach Is Employed, Utilizing Both Quantitative Surveys And Qualitative Interviews To Gather Data From A Diverse Sample Of Consumers. Analysis Of The Findings Reveals Key Demographic Trends, Including Age, Income Level, And Geographic Location, That Impact Consumer Preferences. Additionally, The Study Identifies Significant Factors Such As Brand Loyalty, Product Quality, And Pricing Strategies That Influence Consumer Behavior Towards HUL Products. The Implications Of These Findings For HUL's Marketing Strategies Are Discussed, Along With Recommendations For Enhancing Customer Satisfaction And Loyalty. This Research Contributes To The Existing Literature On Consumer Behavior In The FMCG Sector And Provides Valuable Insights For HUL And Other Companies Operating In Similar Markets.

Investigating the Impact of Product Quality, Price Sensitivity, and Brand Reputation on Consumer Purchase Intentions in the FMCG Sector

This research investigates the intricate dynamics influencing consumer purchase intentions within the fast-moving consumer goods (FMCG) sector, focusing on the impact of product quality, price sensitivity, and brand reputation. A quantitative research design was adopted, with data collected from a sample of 500 respondents through an online survey. Descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to analyze the data comprehensively. The findings reveal a strong positive correlation between perceived product quality and consumer purchase intentions, emphasizing the importance of maintaining high-quality standards. Price sensitivity was found to negatively impact purchase intentions, highlighting the need for strategic pricing strategies. Brand reputation emerged as a significant predictor of purchase intentions, emphasizing the enduring value of strong brand equity. Demographic analyses identified distinct target segments based on age and income levels. The study contributes valuable insights for FMCG companies in developing tailored marketing strategies and enhancing market competitiveness.

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.