Fast Moving Consumer Goods Sector Research Articles

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.

A Study on the Employee Welfare Schemes on Organizational Performance in the Fast-Moving Consumer Goods (FMCG) sector.

In today's dynamic business environment, characterized by fierce competition and rapidly evolving consumer demands, the fast-moving consumer goods (FMCG) sector stands out as a pivotal industry. Within this landscape, organizations strive not only to maintain competitiveness but also to thrive by attracting, motivating, and retaining top talent. Employee welfare schemes have emerged as a strategic tool for achieving these objectives, as organizations recognize the significant impact of employee well-being on overall organizational performance. This study endeavours to delve deeper into the nexus between employee welfare schemes and organizational performance within the FMCG sector. With the overarching aim of contributing to the existing body of knowledge in human resource management and organizational studies, this research adopts a comprehensive mixed-methods approach. By integrating quantitative analysis and qualitative insights, this study seeks to provide a nuanced understanding of the multifaceted relationship between employee welfare initiatives and organizational success. At its core, the quantitative component of this research entails the collection of primary data through surveys administered to employees and managers across diverse FMCG companies. These surveys will capture vital information regarding the types of employee welfare schemes implemented, their perceived effectiveness, and their impact on key performance indicators (KPIs) such as productivity, employee satisfaction, retention rates, and overall organizational success metrics.

Comparative analysis and implementation of a transformative business and supply chain model for the FMCG sector in Africa and the USA

This paper conducts a comparative analysis of business and supply chain models in the Fast Moving Consumer Goods (FMCG) sector between Africa and the USA, aiming to identify transformative strategies for enhancing efficiency, sustainability, and market penetration. The FMCG sector serves as a critical component of both economies, contributing significantly to GDP and employment. However, stark differences in infrastructure, consumer behavior, and regulatory environments between Africa and the USA necessitate tailored approaches to business and supply chain management. Drawing on empirical data and case studies, this study examines key elements of successful FMCG models in each region, including distribution networks, inventory management, technology adoption, and market dynamics. It explores how factors such as urbanization, income levels, and cultural preferences influence consumer demand and supply chain strategies. Moreover, the analysis delves into the impact of emerging trends such as e-commerce, sustainability, and digitalization on FMCG operations in both regions. The findings reveal opportunities for mutual learning and adaptation between Africa and the USA. While the USA boasts mature infrastructure and advanced technological capabilities, Africa offers potential for innovative solutions tailored to its unique challenges and opportunities. Through cross-regional knowledge exchange and strategic partnerships, FMCG companies can develop hybrid models that combine the best practices from both regions to drive growth, reduce costs, and enhance resilience. The study concludes by proposing actionable recommendations for FMCG companies seeking to implement transformative business and supply chain models in Africa and the USA, emphasizing the importance of flexibility, agility, and stakeholder collaboration in navigating diverse market landscapes and driving sustainable growth.

Best Business Models for the Fast-Moving Consumer Goods Sector: Patterns for Innovation

Mankind’s consumption exceeds our natural resources, so among other things, the development of new business models at the company level is needed. This paper aims to generate systematic business model innovations in the field of fast-moving consumer goods using business model patterns to foster sustainability. Based on a literature search, the most relevant patterns for the industry are identified as part of a multi-stage selection process that is based on the value generated by the patterns. Expert surveys are the central instrument for data collection. Here, the connection of the patterns to the strategy is central. The result is a list of relevant patterns, which includes patterns from completely external industries. This is the first evaluation of its kind, which shows that patterns focusing only on the circular economy are not enough to succeed and, therefore, break the scientific paradigm.

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.

Strategic inertia and renewal: Contrasting responses to market changes

The academic, consulting, and practitioner-oriented literatures present many examples of companies that have failed to adapt their strategy in the face of a changing competitive arena, even when their top managers and executives acknowledged the need for change—and had a reasonable idea of what ought to be done. By means of an in-depth study of two polar cases of large companies from the fast-moving consumer goods sector, this study sheds light on the complex intertwined causes that lead some companies into strategic inertia, while others engage in strategic renewal. Our theoretical framing of possible causes of inertia encompasses cognitive schema, power and politics, emotions, and communication. Our findings provide credible evidence that strategic inertia (or renewal) is the outcome of conjunctural causation, so that a similar initial cause may result in different outcomes depending on the processual interaction with other contributing factors at the organizational, group, and individual levels. The conjunction of various causes can lead a company's managers to adhere rigidly to their sources of past success or, alternatively, embrace novel pathways despite short-term uncertainty and anxiety.

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.

Integrating behavioral science into operational risk management: A new paradigm for the FMCG sector

This paper explores the rationale for integrating behavioral science into ORM within the FMCG sector, examines key behavioral principles relevant to risk management, and proposes practical frameworks for implementation. By adopting this new paradigm, FMCG companies can enhance their resilience, adaptability, and overall performance in an increasingly complex and dynamic business environment. Operational risk management (ORM) is paramount for ensuring the stability and success of businesses, particularly in fast-moving consumer goods (FMCG) sectors where operational disruptions can lead to significant repercussions. However, traditional ORM approaches often overlook the human element, focusing solely on systems, processes, and external factors. This paper advocates for the integration of behavioral science into ORM, recognizing the pivotal role of human behavior in shaping operational risks and offering strategies to effectively mitigate these risks. The rationale for integrating behavioral science into ORM within the FMCG sector is explored, emphasizing the need to understand and influence human behavior to enhance resilience and adaptability. Key behavioral principles relevant to risk management are examined, including decision-making biases, social dynamics, and cognitive heuristics. These insights provide a foundation for developing practical frameworks for implementation, encompassing areas such as demand forecasting, compliance, and employee engagement. By adopting this new paradigm, FMCG companies can enhance their resilience, adaptability, and overall performance in an increasingly complex and dynamic business environment. Integrating behavioral science into ORM enables companies to anticipate and address human factors that contribute to operational risks, leading to more effective risk management strategies and improved business outcomes .In conclusion, the integration of behavioral science into ORM represents a paradigm shift that recognizes the importance of understanding and influencing human behavior in mitigating operational risks. By incorporating behavioral insights into their risk management practices, FMCG companies can better navigate challenges, capitalize on opportunities, and ultimately, achieve sustained success in today's competitive marketplace.

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.

A predictive model approach to forecast consumers’ cluster membership in the green fast moving consumer goods sector

Predictive models are increasingly crucial in navigating heterogeneous markets. This study develops a predictive model approach to forecast consumer cluster membership in the green fast-moving consumer goods sector, focusing on bio-based products like adhesives and plasters. Through two online surveys in Germany, we identified key factors acting as drivers and barriers, demonstrating their effectiveness in distinguishing similar consumer segments across both product categories. Utilizing multinomial logistic regression, we crafted a prediction model that accurately forecasts cluster membership, providing novel insights into consumer behavior towards non-food bio-based products. This facilitates the development of targeted business and marketing strategies, optimizing resource allocation in market research activities. Our findings offer significant contributions to understanding the dynamics influencing consumer choices in the bio-based product market.

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.

An Empirical Investigation into Financial Distress in the FMCG Sector in India: A Comparative Analysis Using Altman Z-Score and Descriptive Statistics

India's Fast Moving Consumer Goods (FMCG) industry is essential to the country's economic development because it generates a large number of jobs, consumer spending, and generic growth in industrial production. This study leverages the renowned Altman Z-Score model, in conjunction with descriptive statistics, to assess the financial distress of the top five FMCG firms in India. The results from the study clearly show that all the top five companies in the FMCG sector were in the safe zone or in a too healthy zone. The minimum Z-score value among the selected top five companies was 3.36, which shows the strong financial performance of the FMCG sector. The Z-score value of ITC is significant, as the value surges from 4.35 in 2014 to 6.04 in 2023 with steady growth. It implies a healthy financial environment in ITC. In contrast, the Z-score value of Britannia had significantly dropped from the values of 6.1 in 2017 to 3.77 in 2023. Between 2020-2021, almost all the companies saw a sharp downtrend in the Z-score values, which was resulted from the impact of the Covid-19 pandemic (Prasad, V, 2022). It reflects the global economic slowdown due to the Covid-19 pandemic, which also hit the FMCG sector. Britannia and ITC experienced high volatility in the Z-score values for the time period of the last ten years. The highest range was observed in ITC (2.38), followed by Britannia (2.37). The lowest range was observed in Nestle India (0.70). The financial performance of the top five companies in the FMCG sector is in a good position. It clearly shows that there is huge potential for the growth of the FMCG sector and that it will further increase the valuation of companies in the FMCG sector and benefit the shareholders, promoters, and investors.

Sustainability drivers of fast-moving consumer goods supply chains: a multi-method study

PurposeThis study responds to the calls from the literature on identifying interactions among the sustainable supply chain management (SSCM) drivers, which influence focal firms’ SSCM decisions. It also determines how the effect of SSCM drivers differs across the upstream and downstream supply chains (SCs) entities of fast-moving consumer goods (FMCGs) companies.Design/methodology/approachWe employ a multi-method design encompassing three studies: study 1 (multiple-case study), study 2 (quantitative survey), and study 3 (multiple-criteria decision-making or MCDM modeling).FindingsThe results show that the external drivers such as customer pressure, competition, and supplier pressure and internal drivers such as top management commitment interact to influence the adoption of SSCM practices, and this interaction is diverse across upstream and downstream SC entities of the FMCG sector. The study provides empirical evidence of relationships among the SSCM drivers, which influence SSCM decisions.Originality/valueUnderstanding these interactions will help managers derive strategies to manage the overall SSCM ecosystem and recognize the multiplier effects of upstream to downstream and vice versa.

Investigation of Risks and Risk Management Practices in The Fast-Moving Consumer Goods Sector in Turkey with an Interview Study

In this study, it is aimed to examine the risks and risk management practices in the fast-moving consumer goods sector in Turkey through an interview study. In the study, semi-structured interviews were conducted with managers of businesses that produce and market fast-moving consumer goods. Five participants were interviewed from the audit unit, 15 from the finance-financial affairs unit, 10 from the general responsibility unit, three from the risk management, six from sales and one from the production unit. The risks that are considered critical for companies, the management of these risks, the risks posed by the pandemic, and the positions taken by companies regarding insurance, which is a risk management tool, were analyzed. 23 company officials who participated in the research stated that they had no risks that were not insured and that the necessary insurance was made for all risks. 29 company officials participating in the research stated that they received insurance brokerage services. 18 of those who receive insurance services work with one or more agencies, and 11 companies receive brokerage services. Representatives of 8 companies participating in the study stated that they did not know whether intermediary services were received or did not want to answer.

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.

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.

Identifying the dimensions of philanthropic CSR in the FMCG sector: agenda for the sustainability of business

Purpose This study aims to use a multi-stage scale development process to identify the dimensions of philanthropic corporate social responsibility (PCSR) in India’s fast-moving consumer goods (FMCG) sector. Design/methodology/approach The authors conducted a study to develop a comprehensive, reliable and valid scale for measuring PCSR based on the customer perception of FMCG product manufacturers. This research adopted a comprehensive and detailed scale development process using multi-stage sampling for scale development. This final study was conducted on a sample of 402 respondents from the city of Jaipur, India. Findings The results have underlined the multi-dimensional aspect of PCSR; these dimensions are: altruism towards society, volunteering for local community development, generosity towards ecology, benevolent spirit and problem-solving charity. Practical implications This study gives valuable insights into philanthropic scale development in the FMCG sector that can immensely help domestic and international marketers to formulate CSR as a strategy. This research provides insights into a wide range of scales which can be base for future research studies that aim to explore different organizational settings. Originality/value PCSR and CSR are important for developing strategies for sustainable businesses across the globe. Dimensions of PCSR will be useful for practitioners and researchers in developing second-order constructs for future studies.