FMCG Product Research Articles

Measuring Customer’s Attitude Towards the Sustainable Products: A Case Study of FMCG Product in Rajasthan

Measuring Customer’s Attitude Towards the Sustainable Products: A Case Study of FMCG Product in Rajasthan

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.

Green Orientation and Customer-Based Brand Equity in FMCG Industry in India

In recent years, the idea of green-oriented approach gained traction in both academic research as well as corporate research. Companies are now able to identify the long-term benefits of being responsible towards the environment. This paper attempted to understand the relationship between green-orientation of a brand, antecedents of customer based brand equity, namely of Aaker’s Model with respect to the FMCG Industry in India. Data was collected from 207 FMCG product consumers from India above the age of 18. Person’s correlation coefficient and Multiple Linear Regression were calculated to ascertain the relationship between green orientation and the antecedents of CBBE. It was found that brand loyalty was the most significant on CBBE, whereas brand association was the least. The results of this research would be helpful for the brands to take decisions accordingly as it may act as an incentive to be more innovative towards sustainable ways of operating.

Factors Influencing the Purchase Decision of Rural Consumers:A Study in the Rural Markets of Gujarat (India)

The paper is an attempt to understand the purchase behavior of rural consumers with reference to selected FMCG product. This is done by studying factors influencing their purchase decision, counterfeit products and their use, and the role of retailers in influencing the purchase decision of rural consumers of Gujarat. There is a wide availability of counterfeit products in the rural markets of Gujarat and the people are sometimes kept away formt the genuine products. The marketing implications got for the study contributes towards understanding the profile of the villagers. The demographic profile is very important to the marketers to study the needs and preference of the customers as per their gender, age, education and income. This helps the marketers to design the strategies which would be useful in selling the products to customer of different age group, gender, education and income. Price and value for money has been found the most important factors. The rural customers would prefer any brand which would be either low priced, may be in their budgets or may give them the value for their money. The rural customers are well aware of all the brands but they are unable to distinguish between the genuine and the counterfeits. Also the retailers are an important medium to influence them to buy the products.

“Consumers Buying Behaviour towards online purchase of FMCG Product During Covid-19 Pandemic in Chandrapur Area”

The marketers adopt different strategies to aware the consumers about their offerings and to promote them during Covid-19 Pandemic. Sales Promotion is one such strategy which is used by marketers to attract new & prospective customers towards their products and retain the existing ones. It can be understood as short term incentives aimed at accelerating sales by motivating the customers to make a purchase. FMCG have been one of the most rapid growing markets not only in the world but also in India since last decade; to stay competitive, FMCG retailers should use effective sales promotions tools and that may be become a vital technique for FMCG retailers to stimulate consumer buying behavior towards purchasing FMCG product. The aim of research is to determine the impact of price discount sales promotion tools in retail sector, on consumer buying behavior which include customer loyalty and repurchase intention.

Understanding multi-channel consumer behavior: A comparison between segmentations of multi-channel purchases by product category and overall products

This study explores how customers utilize multiple channels in a recent retail environment. It provides a compatible framework for customer segmentation for overall products and major online-focused product categories, which reflect dynamic purchasing needs in multiple channels, using latent class cluster analysis and focusing on demographic characteristics. It extends prior studies’ frameworks by analyzing 15,938 Japanese single-source panelists’ data on low-involvement frequently purchased categories with customers’ demographics. The analyses revealed eight segments, including the specific properties of multi-channel enthusiasts. The findings imply that FMCG product classes and the corresponding consumer segments that are appropriate for cross-selling can be specified in our system, which incorporates possible future dynamic customer needs and can reduce the possibility of significant profit losses.

소셜 미디어 플랫폼에서 FMCG 패키징과 구매 의도의 융합 관계 연구

From the perspective of social media (self-media), this research analyzes the fusion relationship between different dimensions of FMCG packaging design and product purchase intention, and puts forward corresponding views and strategies at the theoretical and application levels. In the social media era, the right of information control, the right of choice, and the right of discourse gradually incline to the public, and the one-way information output in the field of United Media is transforming into the information interaction and multiple control of Focus Media. All brands are using a more flexible way to export brand culture and values. At this point, the field of product packaging is an important export. The role of product packaging has expanded from a static storage carrier to a modern circulation medium, and has become an important channel connecting brands and consumers. Excellent product packaging can not only stimulate consumers to purchase, but also, through the spontaneous sharing of consumers in social media, achieve propagation fission and maximize the promotion of brand communication. In previous studies, few studies have been conducted on product packaging factors and their influencing mechanisms with purchase intention from the perspective of brand communication, therefore further research is needed to enrich theoretical research in this field and optimize product packaging strategies. This paper analyzes and refines the obtained interview data, and obtains four dimensions of FMCG packaging: functionality, sensation, emotionality and topicality, and constructs the model of FMCG packaging’s influence mechanism on purchase intention. Relevant research hypotheses are put forward. Research has found that the functionality, sensation, emotionality, and topicality of FMCG packaging have a significant impact on purchase intention, and topicality has the greatest impact. Topic has become the primary factor influencing consumers’ FMCG purchase intention in the social media era. Combining the research conclusion of this paper with the status quo of enterprise marketing, this paper puts forward corresponding marketing suggestions for the packaging design of the FMCG industry.

FMCG firms’ margin management: consumer trade-offs among product price, quantity and quality

ABSTRACT Margin management is an important aspect of marketing mix decision-making. We argue that when production costs increase, product managers must eventually choose among three alternatives: raising selling prices, reducing pack quantities, or decreasing product quality. Thus, the purpose of this research is to ascertain consumer trade-off preferences – among product price, pack quantity and product quality – for different types of FMCG products. Adopting a choice-based conjoint analysis research design, the study used three samples of American consumers. It was found that for each of the three FMCG product categories tested, quality is the product attribute most favoured by the respondents. For two of the three products, pack quantity was rated the least important product attribute, suggesting that manufacturers may have a better chance of maximising profit by reducing pack quantity, rather than increasing price or lowering quality. In the context of margin management, this is, to our knowledge, the first study to examine consumers’ preferences related to the trade-off between product price, pack quantity and product quality.

An Integrated Carbon Cap and Trade Policy based Low Carbon Supply Chain Configuration for an Enterprise for a New FMCG Product

An Integrated Carbon Cap and Trade Policy based Low Carbon Supply Chain Configuration for an Enterprise for a New FMCG Product

A Study on Rural Marketing Management of Indian FMCG Product

FMCG is the fourth biggest sector in the Indian economy, where the urban fragment contributes about 55% to the general revenue produced by the sector. Nonetheless, with web entrance, growing mindfulness, expanding income and evolving ways of life, the FMCG market has seen faster growth in rural India when contrasted with the urban partners. FMCG products are accounted for to represent half of the complete rural spending, which is a verification of the fast growth in the semi-urban and rural consumers in the industry. This enormous growth of the rural market in India has moved the marketable combat zones for the FMCG companies from urban to rural. The rural market today is offering boundless chances to the businesses to connect with almost 33% of the area’s populace. Web infiltration has made information available for the rural Indian consumers who are affecting their purchase choices. The focal point of these consumers is moving towards esteem based purchases rather than price-based buying. They are presently considering price in examination with utility, worth, and highlights of the products. Companies that prior treated the rural market as a freedom ground for their lower-end products are presently realizing the need to concentrate on the prerequisites of the rural customers. The core of India lies in its towns, and today it is practically difficult to prevail in business on the off chance that we leave the area’s rural populace behind. Companies, particularly in the FMCG sector, need to comprehend the elements of the blossoming rural market and think of creative systems to win the trust of these potential consumers and to remain important in the market. Hence, the present study has been focused on the study on Rural Marketing Management of Indian FMCG Product and study based on secondary sources of data collections.

Impact of Colours of FMCG Packaging on Consumer buying Behavior

Colour influences human perceptions and invokes feelings and emotions in them. Around the globe, the meaning of colours changes according to cultures, places, traditions and other demographics. Colour preferences develop in humans from a very young age and change with age. Different colours have different emotions associated with them. Warm colours tend to increase arousal than cool colours. Colour is an important factor as far as branding is considered. The packaging colours of products speak for the product itself. Different products have stereotypical colours associated with them. Colours of FMCG product which are mostly bought on impulse based need to call out for customers. In this research, we have studied how colour influences the buying behavior of the consumers. Through this research, the colours tend to influence consumers based on different age groups has also been studied. This study can be used as an essential tool for FMCG businesses to increase the reach of their products among customers.

Impulse Purchase Behaviour towards FMCG Products- Eying From Generation Y Lenses

India is a nation loaded with youth, presently relies upon the youth in all the crucial areas and its development. Youth is known for its vitality, intensity, boldness, the ability to go out on a limb in all circles of life, and if we want to change the present environment scenario to make the future much better place to live then the use of FMCG product is very essential as they fulfill our needs as well as the need of the environment. Many researchers have shown the purchase of the FMCG product as a planned purchase, but contrary to those, this paper will attempt to find out the impact of an impulse purchase on FMCG products. The paper will also try to showcase the presence of impulse purchases in the FMCG product category through a Model by using AMOS 23. The researcher will collect data from 150 respondents from Golaghat and Jorhat district through a structured questionnaire that will further be broken down and analyzed through SPSS 20. This paper will assist the readers in understanding presence of impulse purchase towards FMCG products and also shows the mentality of the people of the Golaghat and Jorhat district of Assam, India, concerning FMCG impulse Purchase and will give a glimpse of their demeanor towards FMCG products.

Picking improvement of an FMCG warehouse: a lean perspective

The study has been conducted at a third-party logistics service provider (LSP) consisting of FMCG product families. The picking issue is solved by designing an optimal storage layout using a blend of ABC-FSN categorisation and assessing leanness by identifying non-value added (NVA) activities to reduce the picking wastage. Proposed model is implemented using excel and aided with Routifik tool that classifies retailers. The proposed assignment framework found to have increased picking productivity and reduced error detection. The results of the study are functional and deployable in similar practicing warehouses. Unlike common inventory classification techniques, this study provides strong insights that shall help managers to design layout with efficient flow, especially in the FMCG domain. Mapping of picking performance measures with wastage and its assessment is the uniqueness of this study which can be extended for other warehouses in future.

Losing Glow Of Fmcg Brands(A Sustainability Challenge For Fmcg Sector) ( A Pilot Research Conducted In Vidarbha During April-19 To August-2019)

It has seen that FMCG consumers are becoming indifferent towards the essential categories of the brands. Such brands have become undifferentiated in their minds. The concept of brands is getting redundant in their minds for products from essential categories like Soaps, Tooth Paste, Detergents, Confectionary, Salty Snack Food, Chocolates etc. This can prove to be a big sustainability challenge for the brand members from essential categories of FMCG brands. The researcher empirically observed during his visits to various retail outlets both from urban & rural areas during his observational research that the FMCG consumers are getting confused about purchasing a specific brand of routine FMCG product. They buy either any brand considering that all brands are same or buy a product due to the available offers. The higher the offer is the more would be the temptation of buyers toward them. If not then the buyers try to go for still available economical option or at last will go for smaller pack size. If nothing is available then only they will buy top branded FMCG product. This research tries to ascertain this fact and tries to measure the shift (if at all is there) in quantitative terms.

EVALUATING THE FACTORS INFLUENCING ONLINE SHOPPING AND ITS CONSUMER SATISFACTION IN PUNE AREA

The purpose of study is to develop an understanding the factors which are influencing for online shopping in Pune area and to explore the demographic factors which influences the level of customer satisfaction of online shoppers. Exploratory research method is used. Survey method is used for data collection through structured questionnaire based on demographic profile like gender, age, duration and frequency of online shopping etc. 114 samples were scored on the basis of thirty-four variables of influencers and satisfaction of online shoppers in Pune area from Maharashtra State in India. The statistical tools for non-parametric data like Mann Whitney Test, Kruskal Wallis Test are used for data analysis. The finding of the study reveals that online customers age does not have influencing role in preferring factors for online shopping whereas male and female, prefers same parameters for online shopping as well as for customer satisfaction and after sales services. Study covers FMCG product Apparels like T-shirt, jeans, formals, casuals, ethnic and Accessories category like watches, sunglasses, handbags, jewellery and Shoes and sandals. Research will help the e-retailers for promoting their brands in online market targeting to digital customers and can boost the sale by framing appropriate marketing strategies aiming to demographics, shopping experience and satisfaction.

Influence of Advertisements and Promotional Activities of Fast Moving Consumer Goods on Youth

The research was conducted to study the FMCG product market in terms of youth. Rising income and growing youth population have been key growth drivers of the sector. Brand consciousness has also added demand.With a population already in excess of 1 billion people, India has attracted multinational corporations across the globe as a place of opportunity for exploring new markets. The underlying aim of the research is to study the effect of advertisements and promotional activities on youth. The youth get influenced by media advertisements. Through media they are exposed to various brands that are available in the market. The various products’ brands which include lifestyle brands like fashion, food and beverages, health, travel, gadgets, relationships, pets, automobiles, etc are part of advertising and promotions. It is found out from the study that young adults from the age group of 18 to 35 years are influenced by the advertisements and promotional activities on various brands that media provides. They feel it enhancestheir living standard which also helps in developing their confidence level. The youth need information and they get it through the advertisements and promotional activities in various media. That makes them aware of the existence of various brands and the attributes of the products under various brands. It becomes easier for the youth in decision making.

FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember

Objective - The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with their advertising endorser in television. Methodology/Technique - This study used purposive sampling to gather information in the district of Situbondo, with a sample of 126 respondents and data measured with SEM (Structural Equation Modelling). Findings – By knowing the quality of the product, usually bring an attitude like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand, it is likely that consumers would recommend the product to others. Novelty - The study tests the Endorser effect in the context of Indonesia with original data. Type of Paper - Empirical Keywords: Advertising Endorser; FMCG Products; Purchase Decisions and Brand Loyalty JEL Classification: M31, M37.

Green marketing in India: a study of consumer behaviour in Punjab

A continuous degradation of the environment has led the consumers to incline towards green products in order to preserve the earth. This attitude of consumers compelled many organisations to produce environmental friendly products. This research gives a deep insight for producers of the green products and suggests organising and promoting campaigns for green products and find out level of awareness about green products in India and compare the attitude of its users and non-users. The data has been collected from 390 respondents in four cities of Punjab, i.e. Ludhiana, Amritsar, Jalandhar and Patiala. The sample cities were selected on the basis of the fact that green products are expensive. Hence cities with a higher per capita income were selected. Results of this study show that health is the most important factor behind the use of green FMCG product followed by environment consciousness, willingness for sustainable development, and promotional activities.

Green marketing in India: a study of consumer behaviour in Punjab

A continuous degradation of the environment has led the consumers to incline towards green products in order to preserve the earth. This attitude of consumers compelled many organisations to produce environmental friendly products. This research gives a deep insight for producers of the green products and suggests organising and promoting campaigns for green products and find out level of awareness about green products in India and compare the attitude of its users and non-users. The data has been collected from 390 respondents in four cities of Punjab, i.e. Ludhiana, Amritsar, Jalandhar and Patiala. The sample cities were selected on the basis of the fact that green products are expensive. Hence cities with a higher per capita income were selected. Results of this study show that health is the most important factor behind the use of green FMCG product followed by environment consciousness, willingness for sustainable development, and promotional activities.

Determinants for Selecting FMCG Products with Special Emphasis on Cosmetics and Toiletries Segment

Communication has become the key words for the organization. To survive in this competitive era companies need to adopt successful marketing strategy. Marketing communication tools always play a key role behind the effectiveness of marketing strategy. Each and every company is employing different media to reach its target audience. With the evolution of digital era, marketers need to be more perfect about their choice. They need to pay heed to both traditional as well as social media. Considering this fact the broad objective of this study is to find out the effective advertising media for the FMCG product. In this study different attributes are also given a focus along with the influencing factors for the FMCG products. It is also to ascertain which sales promotional tools attract customer most at the time of purchasing. The results of this study are presented through different graphs and tables. Even statistical tools are implied to bring a realistic picture how both traditional and social media play a part to attract the customers more towards the FMCG products i.e. how both the traditional and social media need to be synchronized to get an edge over the competitors.