FMCG Brands Research Articles

Social media marketing in Facebook fanpages: A study of Starbucks and McDonald’s

Social media is an emerging Internet-based channel for marketing to customers. One of the most well-liked marketing tools among them is Facebook (FB). Few studies focus on FMCG brands like McDonald's and Starbucks, even though we spend most of our time on Facebook. Based on 806 valid samples from McDonald's and Starbucks fanpage users, this study used structural equation modeling (SEM) to examine the relationships among interactivity (INT), engagement (ENG), trust (TRT), and post-purchase behavior. The findings showed that INT and ENG would both have a direct impact on TRT, influencing brand loyalty (BL), with ENG having a smaller effect than INT. Furthermore, BL impacts purchase intention (PI) through word-of-mouth (WOM). In the context of social media marketing, both INT and ENG positively affect BL via TRT, with INT outpacing ENG on TRT.

Role of Femvertising in Enhancing Women’s Empowerment in FMCG Brand Campaigns

Advertisements that endorse and empower women and girls are referred to as “Femvertising”. These advertisements frequently defy stereotypes and portray women in powerful and competent roles. The study explored the contribution of Femvertising in women’s empowerment. This empirical study aimed to look at three key indicators of women’s empowerment: Autonomy, Self-efficacy, and Gender role equality exhibited in advertisement campaigns. The three brands chosen for analysing these three indicators were Hamam, Horlicks and Vim. Data was gathered through a structured questionnaire from 188 respondents. The study found that self-efficacy significantly influences perceived women’s empowerment. Gender role equality attitude varied with the Educational attainment. Additionally, self-efficacy partially mediated the relationship between gender role equality and perceived women’s empowerment, while autonomy moderated the link between self-efficacy and gender role equality, with high autonomy weakening the association. These results underscore Femvertising's potential to reshape societal perceptions and promote women's empowerment through empowering commercials.

Deciphering the temporal dynamics of consumer decisions: the interplay of cognitive load and response correctness

This study delves into the impact of visual marketing stimuli on consumer response times, focusing on the complexity and subjectivity of the questions posed. Conducted in Slovakia, the research involved 40 participants (20 men and 20 women, aged 30 to 50 years), all holding university degrees in economics to ensure consistent decision-making experience. Participants were presented with visual stimuli representing four well-known FMCG brands. The stimuli included simple brand preference questions and complex evaluative judgments of offer efficiency. Response times were measured in milliseconds and analyzed using statistical methods, including the Mann-Whitney U test and one-way ANOVA. Results revealed that responses to simple stimuli averaged 1212 ms, while complex stimuli elicited slower responses, averaging 2504 ms. A significant difference was observed for “No” answers in the offer evaluation tasks, with correct “No” responses taking 3000 ms compared to 2297 ms for incorrect ones (p < 0.05), highlighting the cognitive load involved in accurate decision-making. These findings provide valuable insights into the cognitive processes driving consumer decision-making and contribute to the theoretical understanding of how question complexity and subjectivity influence response times. AcknowledgmentThis paper was funded by research grant VEGA 1/0462/23 entitled “Circular economy in the context of societal demands and market limitations“ (100% share).

Cause-Related Marketing and Its Impact on Consumer Behaviour: An Investigation with FMCG Brands

Cause-Related Marketing and Its Impact on Consumer Behaviour: An Investigation with FMCG Brands

EXPLORING THE EFFICACY OF INTEGRATING ILLUSTRATION IN PACKAGE DESIGN

In the current competitive market landscape, companies are actively striving hard to create a distinctive identity from their rival company. Packaging especially in FMCG brands becoming a sales promotional tool. It helps in establishing effective communication and creating a lasting impression on their target audience. Within the constraints of time and with low involvement of the customer the purpose of packaging has been shifted from functional to attention seeker on an emotive level. These days we can see the rise of incorporating the illustration on the package design. Illustration can captivate the attention of the customer and visually persuade the customer to make a purchase decision. The present study after a comprehensive literature review prepares a questionnaire for conducting an online survey to analyze the effectiveness of using illustrations on the package design of a product. A convenience sampling model is adopted to get the response from the participants. A total of 144 respondents aged above 17 years in the survey helped in understanding that utilizing an illustration on package design can have a positive impact on consumer purchase decisions and can create effective communication by delivering brand messages. Also, it helps in creating a brand relationship with the customers.

The Role of Femvertising in Women’s Empowerment: A Focus on FMCG Brand Campaigns in India

The Role of Femvertising in Women’s Empowerment: A Focus on FMCG Brand Campaigns in India

Exploring the role of user-generated content in building brand image & reputation of FMCG brand

Exploring the role of user-generated content in building brand image & reputation of FMCG brand

Effect of Digital Marketing Channels on Consumer Buying Intentions in FMCG Industry in Pakistan

Digital marketing and Advertising are pivotal in increasing customer information and awareness towards products and services and engaging them in decision-making. Digital mediums are persuasive advertising mediums, and due to the advent of technology and innovation, digital marketing and advertising are important. For instance, YouTube is used as a persuasive medium for advertising and shapes consumer decisions toward purchase. This research is based on the post-positivism research paradigm, and it is quantitative. For this purpose, the researcher used the questionnaires to collect data and performed hypothesis testing. The research was conducted based on FMCG product purchases and data collected from consumers of FMCG brands who are watching Digital advertising and are involved in purchase decisions. The data was collected through Google survey forms from the 385 respondents based on convenience sampling. The collected data was processed through Smart PLS and reliability tests, correlation analysis and regression analysis. The results were analyzed based on reliability; the results are consistent, and more than 70% accuracy was found in data collection. All the variables, including Digital Advertising, use of social media, Content Marketing, Product appeal, and Digital Display, have a significant impact on mediating variable customer satisfaction and interaction and this significant impact on consumer buying intentions. One hypothesis is rejected as content marketing in this case in significant variables, and all variables are significant with mediating and moderating impacts on consumer buying decisions.

CSR Communication and Purchase Intentions: Analysing the Dynamic Consumer Psychology Process

Corporate social responsibility (CSR) initiatives undertaken by a business are significant not only in complying with the legal requirements of the State but also as a strategic tool for brand building. There is evidence in literature of customers being influenced by the CSR commitment of the organization manifested through various channels. This article investigates the role of CSR communication in a psychological dynamics framework using 3E model of brand admiration in generating enrichment benefits for consumers leading to brand respect followed by brand admiration and purchase intentions. Serial mediation effects of enrichment benefits and brand respect on the relation of CSR communication with brand admiration along with the mediating effect of brand admiration on purchase intentions have been examined with partial least square structural equation modelling using data collected from a customer survey of FMCG brands in India. Results indicate that CSR communication on social media has a significant positive effect on brand respect which fully mediates the relationship between CSR communication and brand admiration. Brand admiration mediates the relationship between brand respect and purchase intentions. Findings have important implications for businesses regarding the role of CSR communication as a strategic tool for brand building.

An Empirical Study of the Impact of Customer Satisfaction on Brand Repurchase among Fast Moving Consumer Goods in Nizwa

There are many fast moving consumer brands available in the market, and this research analyses consumer’s preference, satisfaction and loyalty of these brands of daily consumer products. This study aims to identify the brand usage of selected FMCG products, satisfaction, brand loyalty of consumers. The study also analyses the impact of satisfaction on repeat purchase of selected FMCG brand products. A sample of 277 Omani consumers are selected for the study from Nizwa. The findings of the study revealed that 34% of the consumers use the Rainbow brand of evapourated milk. It is the most consistent and reliable brand in satisfaction among the Omani consumers. The impact of brand satisfaction on recommending evaporated milk is found to be significant for Rainbow, Omela, Al Mudhish and Al Marai. The impact of brand satisfaction on repurchase of Evaporated Milk is found to be significant for Rainbow, Omela, Al Mudhish, and Al Marai. In Arabic bread, 42% of the consumers use Al Kowther brand. 32% of the Omani consumers prefer Dahabi brand. Al Kowther is the most consistent and reliable brand in satisfaction among the Omani consumers. The impact of brand satisfaction on recommending Arabic bread is found to be significant for Al Kowther, Carrefour, Dahabi, Lulu, and Sohar brands. Impact of brand satisfaction on repurchase of Arabic bread is found to be significant for Al Kowther, Dahabi, Lulu, and Sohar brands. In the case of yoghurt, 50% of the consumers use Mazoon brand of yoghurt. 38% of the Omani consumers prefer Almarai brand. A’Safwah is the highest and most consistent and reliable brand in satisfaction. The impact of brand satisfaction on recommending yoghurt brand is significant for Almarai and Mazoon. Impact of brand satisfaction on repurchase of yoghurt is significant for Almarai, A’Safwah and Mazoon.

Research on the Current Situation and Optimization Strategies of Nescafe’s Online Marketing

With the continuous improvement of internet technology worldwide, internet marketing has become known to many. The times are progressing, which requires companies to follow the pace of the times, and the FMCG industry deserves to follow the transformation. Nestle Group, one of the FMCG brands, has also gradually started experimenting with online marketing models. However, its online sales, as well as consumer feedback, are very unsatisfactory. Therefore, this paper uses a questionnaire, literatures, and comparative analysis to discuss Nescafe’s marketing data, i.e., the strategy. Through sales data, the development status of the coffee industry under the epidemic is analyzed, followed by the trends and characteristics of consumer behavior in the coffee industry and the problems that exist in Nescafe at the moment. Finally, based on theoretical research, recommendations are made regarding product packaging, taste, price, raw materials, and promotional campaigns. It is hoped that the suggestions mentioned in the paper can change the current situation of Nescafe’s online marketing and help it in a small way.

Cultural Values as Business Strategy in Product Marketing: A Study of Select Indian Toothpaste and Body Soap Brands

The consumers in the Indian society are vastly influenced by religion, societal values, belief system, and rootedness in the core tradition. These core values are strongly embedded in their sub conscious mind and sub-culture. Keeping in mind of the need of each set of customers, several FMCG brands are cautious about launching of their brands in India. The cosmetics and personal care industry is one of the fastest growing consumer products sectors in India. The buying behaviour of the consumers is greatly influenced by the culture and its apparent homogeneity of preferences. Not many studies were undertaken by the researchers on the influence of cultural values and its impact of the consumer preferences and behaviour in India. The aims and objectives of the present study are to determine the importance of the cultural values that contribute, shape the consumer behaviour in the Indian context for the select brands of toothpaste and body soap.

Brand Awareness and Brand Preference towards Herbal Personal Care Products of FMCG Brands: A Comparative Study between Rural and Urban Consumers of Namakkal District

Indian consumers are more health-conscious, preferring safe, natural, organic, and herbal items, particularly in personal care and cosmetics. Its popularity and demand are growing every year. Herbs are becoming increasingly popular in the personal care product segment. The growing demand for herbal products begun with the launch of Patanjali products in 2016. It also affected the sales of other conventional products. Other companies and multinational corporations have also started launching herbal and natural products. The aim of this study is to analyze and understand the behavioural differences between rural and urban consumers to develop a marketing plan for herbal products. About 150 people in Namakkal district were surveyed about their awareness and preferences as well as their consumption and satisfaction with branded herbal personal care products. According to the study's findings, Himalaya Herbals have a high degree of awareness in both rural and urban consumer and it was clear that brand image and health consciousness were the most important influencing factors for rural and urban consumers, respectively.

Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display

ABSTRACT The current study aims to use immersive technologies to examine how: (1) store design, (2) sensory pleasantness, and (3) store’s perceived luxury influence brand and product evaluation for an FMCG food brand. A total of 668 participants were immersed in a 180-degree, dome-shaped virtual reality display that simulated an FMCG flagship store. A self-reported survey was administered after the exposure to the stimulus to measure store design pleasantness, sensory pleasantness, store’s perceived luxury, product evaluation, brand evaluation, and purchase intent. The current research demonstrates the positive effects of store design and pleasantness and perceived luxury on consumer evaluations of food products and brands in the context of FMCG flagship stores. The present study indicates that flagship stores could serve as a potential alternative to traditional retail outlets for FMCG food brands. This is important for FMCG brands as they can negate their reliance on traditional retailers and stimulate positive perceptions towards brands and products.

“MEASURING AN IMPACT OF GREEN MARKETING ON CONSUMER BUYING BEHAVIOR AND BRAND IMAGE- AN EMPIRICAL EVIDENCE WITH REFERENCE TO FMCG INDUSTRY IN GUJARAT STATE”

Growing public policy and business awareness of the numerous environmental issues has contributed to a change in the way consumers live their lives. Due to covid-19 where everything is on hold, Green Marketing is in perceptible need of an hour. Consumer mindsets concerning a Green Lifestyle have altered (pray Jani, 2020). Individuals are keenly trying to lessen their environmental impact. Consumers and organizations are feeling responsible towards environmental issues and they are actively participating by purchasing Green Products. Companies and firms have seen a shift in attitudes towards customers and are seeking to achieve a strategic market advantage by exploiting the potential of the green business sector. (Narges delafrooz, Mohammad Taleghani, Bahareh Nouri, 2013).The analysis of this research paper had the aim of proving insights about the relationship between green marketing and consumer buying behavior, determine the factors that take precedence in green practices and establishing a relationship between green marketing and brand image with reference to FMCG firms. Scope of the Study: The scope of this study is limited to urban cities in Gujarat namely Ahmedabad, Baroda, Surat, and Rajkot. Research is limited to FMCG brands that use green marketing practices. Further the conceptual scope of the study is limited to the relationship between green marketing, consumer buying behavior and brand image of the company. Different demographic factors such as age, educational qualification, occupation, monthly income, marital status and size of the family are taken into consideration for the study along with other variables which are based on literature. Research Gap: Many research have been conducted to find out the relationship between green marketing and consumer behavior abroad. But there is a lack of research specifically conducted to measure the relationship between green marketing, consumer buying behavior and brand image with reference to the Indian FMCG sector.

Consumer behaviour towards Russian brands of foreign FMCG companies

Goal: this study aims to explore the existent theoretical concepts that may explain the behavioural response of consumers in relation to various cross-categorical fast-moving consumer goods brands that constitute brand portfolios of international FMCG corporations. Namely, these concepts include the halo error, foreign-local bias, country-of-origin effects. The research grasps if changes in the consumer attitude exist when it comes to misidentification of brands by country of origin (the outcome from foreign-local bias), which is resulted by the occurrence of halo effect. Methodology: the research suggests quantitative methodology to explore the customer viewpoints. The data was collected through online structured interviews with ordinary visitors of grocery shopping malls, analysed and interpreted under the structural equation modelling statistical technique. Findings: from the customer standpoint, the research suggests that Russian consumer experience halo effect from the pseudo-local FMCG brands. Besides, this cognitive bias is shown to be positively related with the age of consumers, meaning that the older consumers are exposed to experience halo effect. The misidentification of FMCG brands by country of origin is directly influenced by the occurrence of halo effect among domestic consumers, but is not shown to drive their subconscious orientation towards pseudo-local FMCG brands. Originality and contribution the authors: the research helps to identify the system of relationships that could explain the consumers’ subjective orientation towards pseudo-local FMCG brands. As not all the hypothesised paths being supported by the data, the significant relationships on consumers’ attitudes are identified.

Influence of post types on Facebook engagement: the moderating roles of brand category and brand internationalisation

Strategies for brand community engagement have been lagging behind the social media growth. This paper thus attempts to understand the effects of content types on brand community engagement (likes, comments, and shares) in the understudied yet important country of Thailand using a comprehensive framework. This study collected 1,574 posts from 183 Facebook pages in nine brand categories. Content analysis was conducted to extract the content type of each post. The main study explored post-type effects together with the moderating influences of the brand category (FMCGs vs. non-FMCGs) and brand internationalisation (global vs. local brands). The research also explored real cases of Facebook posts in nine brand categories and compared the influence of posts on fan engagement. The findings showed that different content types were utilised among brand categories and brand groups, but above all entertaining posts received the highest fan engagement. Both FMCG and global brands significantly moderated several relationships between post types and fan engagement. There were a small number of posts in some brand categories due to the nature of each industry. Recommendations are made regarding an effective content strategy to enhance Facebook page engagement for marketers and social media managers.

Strategies to Counter Supply Chain Disruptions for FMCG Brands during a Pandemic

The FMCG sector in developing nations is still not prepared to withstand any disruption brought on by the worldwide pandemic. In order to adapt to the new normal, businesses must make both micro and broad changes to their supply chain strategy. The goal of this research is to create plans to minimize any disruptions caused by upcoming pandemics. To restore the broken supply chain, a number of new implications and adjustments to the current attributes were proposed in the areas of sourcing, manufacturing, and distribution. Finding the fundamental drivers that are frequently impacted by the disturbance is part of the technique. The afflicted locations were the focus of the models' development. The ideas work as preventative measures intended to thwart the disturbance when and if it happens. In order to assess the model's viability, the Key Performance Indicators (KPI) value was ultimately retrieved with the aid of 25 industry experts. These suggestions may result in improved transparency, real-time monitoring, cost effectiveness, and responsiveness, among other benefits. Our analysis indicates that the KPI scores for procurement, production, and distribution are 92.86%, 82.14%, and 87.50%, respectively. The models' total viability is 87.50%. The most recent Covid-19 pandemic has provided us with a vivid illustration of what could go wrong in such circumstances. In both pandemic and non-pandemic conditions, the adaptation of stated suggestions at the aspect of sourcing, production, and distribution might result in a significant shift to organization-wide activities.

ОПТИМІЗАЦІЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ НА РИНКУ FMCG

The article contains the results of applying marketing mix modeling based on Data Science technologies for FMCG companies. The market share in packages (sales level) was modeled using regression analysis depending on the key elements of the marketing complex (price, place, promotion), seasonality and media activity of the competitors in all communication channels. Econometric modeling helps to assess the return of media investment by calculating the level of sales generated by media activity in each communication channel and comparing it with the level of media investment, respectively. The influence of distribution on the company’s position in the market and media efficiency has been studied in detail. There is a connection between distribution and media response: less distribution affects the decline in media performance, and vice versa. In conditions of low distribution, it is important to increase the presence in regional communication channels through media pressure in critical sales regions for FMCG brands and try to increase distribution levels nationally. The article contains an assessment of price sensitivity (elasticity) and recommendations for optimizing pricing policy to increase market share by volume or by value depending on the company’s goals. The price elasticity curve was determined by estimating the impact of the price index on the level of sales in packages and deals in money using econometric modeling and simulations of sales levels depending on different options of the price index vs competitors. Based on the research, recommendations for optimization of the marketing and media strategies to maximize sales of FMCG companies are formed. Marketing mix modeling and Data Science provide the most efficient ways to achieve business KPIs.

WITHDRAWN: Modelling of factors influencing brand commitment of FMCG products: A TISM approach

The purpose of the paper is to identify and categorise the factors that influence brand commitment of FMCG products using Total Interpretive Structural Modelling (TISM) approach. This paper analyzes the relationships between factors and helps establish a hierarchy between them using their dependence and driving power. Furthermore, this is the first attempt to understand these brand commitment factors using the TISM approach. The result indicates that brand awareness, brand involvement, product involvement and brand experience are the key or triggering factors of brand commitment of FMCG products. The results of this study are useful for exploring the factors that help FMCG brands achieve brand commitment in its products. This will expedite the FMCG brands to strategize their marketing activities accordingly to drive the consumers to get committed to their brand.