scholarly journals Packaging as a promotional tool for fast moving consumer goods

2015 ◽  
Vol 12 (4) ◽  
pp. 639-646
Author(s):  
Jeevarathnam Parthasarathy Govender
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Marketing Mix ◽  
Consumer Perceptions ◽  
Cross Sectional ◽  
Significant Relationships ◽  
Fast Moving Consumer Goods ◽  
Convenience Sampling ◽  
Self Service ◽  
Buying Behaviour

Packaging is beginning to play a more prominent role in the marketing mix in the context of increased competition, the move towards self-service in the retail environment and changes in the buying behaviour of consumers. The aim of this paper, therefore, is to examine consumer perceptions of packaging in the fast moving consumer goods sector. The research constituted a quantitative, cross-sectional and descriptive study. 400 respondents were chosen based on convenience sampling using mall-intercept surveys. The results, overall, suggest that consumers generally perceive packaging to be an effective promotional tool. It emerged that there were no significant relationships between the biographical variables of gender, age and educational level and perceptions of packaging. Recommendations are made as to how marketers can approach packaging as an element of the marketing mix.

scholarly journals The New Semantics Suggested for the Marketing Mix by Millennials

2019 ◽  
Vol 8 (2S9) ◽  
pp. 141-144
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Random Sampling ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Capital City ◽  
Model Data ◽  
Fast Moving Consumer Goods ◽  
The City

This is an auxiliary study dealing with the 4 Ps of the Marketing Mix Model introduced by Robert F. Lauterborn. It focused on the comparative popularity of the components of the Marketing Mix among the contemporary consumers of fast moving consumer goods (FMCGs) produced by Unilever and Proctor and Gamble in the capital city of Islamabad, Pakistan. These two companies are two of the prominent multi-national companies providing products of day-to-day use in the country. This study sought to find out the most popular vocabulary to describe the components of the Marketing Mix among the consumers of FMCGs who are marketing graduates and thereby, revise, enhance and refurbish it to make it more relevant to the millennial perspective. The perspective of the consumers is important to gauge if the Lauterborn’s Model is still applicable to the modern consumers or if the consumers have other marketing priorities, which may differ from the model. Data were collected through a survey based on the random sampling technique from millennial consumers at five local universities in the city. Analysis of the data revealed useful information regarding the validity of the semantics in the presently accepted marketing mix. Findings of this study have the potential to assist marketing strategies, especially at the advertising departments of the leading FMCG chains Unilever and Proctor and Gamble. Results of this study may also be applied to marketing campaigns of similar prominent multi-national companies producing FMCGs in Pakistan, like Nestle, Reckitt Benckiser and the Coca Cola Company

Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1387-1411 ◽  
Author(s):  
Abhishek Dwivedi ◽  
Robert McDonald
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Structural Equation ◽  
Energy Drink ◽  
Consumer Perceptions ◽  
Marketing Communications ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Marketing ◽  
Fast Moving Consumer Goods

Purpose Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods. Design/methodology/approach Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for. Findings Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome. Research limitations/implications The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity. Practical implications An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity. Originality/value A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.

scholarly journals Hubungan Shift Kerja dengan Kualitas Tidur pada Pekerja Perusahaan Fast Moving Consumer Goods (FMCG) Tahun 2020

2021 ◽  
Vol 3 (2) ◽  
Author(s):  
Adlina Afifah ◽  
Ismawati Ismawati ◽  
Siska Nia Irasanti
Keyword(s):  
Sleep Quality ◽  
Shift Work ◽  
Consumer Goods ◽  
Fast Moving ◽  
Pittsburgh Sleep Quality Index ◽  
Poor Sleep ◽  
Poor Sleep Quality ◽  
Chi Square ◽  
Cross Sectional ◽  
Fast Moving Consumer Goods

Sif kerja merupakan hal yang umum di antara para pekerja. Sistem sif yang tidak teratur dan berkepanjangan dapat memengaruhi kesehatan pekerja dan produktivitasnya. Secara khusus, sif kerja dikenal sebagai hazard di tempat kerja karena dapat memengaruhi kualitas tidur pekerja. Kualitas tidur yang buruk akan berdampak buruk juga pada kesehatan dan keselamatan pekerja. Penelitian ini bertujuan menganalisis hubungan sif kerja dengan kualitas tidur pada pekerja di perusahaan Fast Moving Consumer Goods Karawang. Penelitian ini bersifat analitik dengan studi cross sectional pada 57 pekerja dengan menggunakan kuesioner Pittsburgh Sleep Quality Index (PSQI). Data diambil dengan menggunakan teknik purposive sampling pada pekerja di perusahaan FMCG Karawang tahun 2020. Data yang didapat dilakukan uji statistika dengan menggunakan uji Chi Square. Hasil penelitian menunjukkan kualitas tidur baik sebagian besar terdapat pada pekerja dengan sif pagi sebanyak 7 orang dan kualitas tidur buruk sebagian besar terdapat pada pekerja dengan sif malam sebanyak 18 orang.  Hasil analisis didapatkan adanya hubungan antara sif kerja dan kualitas tidur pada pekerja di salah satu perusahaan FMCG Karawang (=0,023). Simpulan hasil penelitian menunjukkan terdapat hubungan antara sif kerja dan kualitas tidur. Correlation between Work Shift and Sleep Quality on Fast Moving Consumer Goods (FMCG) Company Workers in 2020Shift work is shared among workers. Irregular and prolonged shift systems can affect workers' health and productivity. In particular, shift work is known to be a workplace hazard. It may cause poor sleep quality, which can impact adversely on the health and safety of workers. This study aims to analyze the relationship between shift work and sleep quality in employees of the Fast Moving Consumer Goods Karawang companies. This study is an analytical study with a cross-sectional design on 57 workers through the Pittsburgh Sleep Quality Index (PSQI) questionnaire. The data were taken using a purposive sampling technique on FMCG Karawang companies in 2020. The data obtained were carried out by statistical tests using the Chi-Square test. The research results show that good sleep quality is mostly found in workers with morning shifts as many as seven people, and poor sleep quality is mostly found in workers with night shifts as many as 18 people. The analysis results showed a relationship between shift work and sleep quality in workers at FMCG Karawang companies (p = 0.023). The research results' conclusions indicate a significant relationship between shift work and sleep quality.

scholarly journals OUT OF HOME ADVERTISING AND CONSUMER BUYING BEHAVIOUR OF SELECTED FAST MOVING CONSUMER GOODS IN LAGOS STATE, NIGERIA

2021 ◽  
Vol 8 (1) ◽  
pp. 58-69
Author(s):  
Ulaikere Aihumenki – Okhai ◽  
◽  
Thomas Egwuonwu ◽  
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Sampling Technique ◽  
Developed Countries ◽  
Fast Moving Consumer Goods ◽  
Lagos State ◽  
Buying Behaviour ◽  
Almost All ◽  
Positive Effect ◽  
Structured Questionnaire

Fast Moving Consumer Goods are products that are required by almost all users in their day today life. The advertisements for these products need more attention in terms of creating responsiveness among the consumers for their purchase decision. However, consumers are bombarded with lots of information through multiple media like newspapers, magazines and internet but remain engaged from time to time hence lack time to update themselves. This has made it difficult for advertisers to trap consumers hence resort to outdoor messages to reach the target people. Extant studies on the out of home advertising have attempted to elucidate on the challenges of advertising and the attendant supposed solutions, conversely, most of the extant research focus more on developed countries than developing countries such as Nigeria. Hence, this study examined the effect of Out-of-Home Advertising on consumer buying behaviour of selected fast moving consumer goods in Lagos State, Nigeria. Survey research design was adopted for the study. The population of the study consists of individuals living in Lagos State with total number of 2,556,300 and with the sample size of 520 derived from Taro Yamane method. Data was collected using self – administered structured questionnaire and validated for a response rate of 93.4%. Cronbach Alpha reliability for major constructs had an average of 0.80. Random sampling technique was used. The data collected was analysed using simple linear regression. Findings revealed that there is a strong positive and significant relationship between Out-of-Home Advertising and consumer buying behaviour(β= 0.834; R2= 0.695; t(520) = 33.225; p>0.05). The study concludes that Out-of-Home Advertising has significant and positive effect on consumer buying behaviour and recommends that the study findings led to the recommendations that producers of fast moving consumer goods should focus more on out of home advertising such as use of billboards as opposed to other forms of media like T.V and Radio to help boost consumption and sale of their products. The study also recommends marketers of FMCGs to enhance the knowledge and awareness of consumers with regard to existence and location of billboards.

scholarly journals Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods

2018 ◽  
Vol 83 (2) ◽  
pp. 62-81 ◽  
Author(s):  
Florian Dost ◽  
Ulrike Phieler ◽  
Michael Haenlein ◽  
Barak Libai
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Word Of Mouth ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Sales Promotions ◽  
Data Set ◽  
Fast Moving Consumer Goods ◽  
Rich Data ◽  
Total Sales

Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies. In addition to making large investments in advertising and sales promotions, these firms now encourage seed agents or microinfluencers to discuss brands with friends and acquaintances to create further value. It is thus critical to understand how an FMCG seeding program interacts with traditional marketing tools when estimating the effectiveness of such efforts. However, the issue is still underexplored. The authors present the first empirical analysis of this question using a rich data set collected on four brands from various European FMCG markets. They combine advertising and sales promotion data from FMCG brand managers with sales and retail variables from market research companies as well as firm-created word-of-mouth variables from SMC agencies. The authors analyze the data using several approaches, confronting challenges of endogeneity and multicollinearity. They consistently find that firm-created word of mouth through SMC programs interacts negatively with all tested forms of advertising but positively with promotional activities. This phenomenon has significant implications for understanding the utility of SMCs and how they should be managed. The analysis implies that SMCs may increase total sales by approximately 3%–18% throughout the campaigns.

Consumer buying behaviour through Online shopping application in fast moving Consumer goods

2020 ◽  
Vol 11 (3) ◽  
pp. 315
Author(s):  
R. Vijayalakshmi ◽  
T. R. Gurumoorthy ◽  
G. Lingavel ◽  
K. Praveenkumar
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Online Shopping ◽  
Fast Moving Consumer Goods ◽  
Buying Behaviour

scholarly journals Buying Behaviour and Preferences of Consumers with Reference to Fmcg Goods in North Coastal Andhra Pradesh

2020 ◽  
Vol 4 (8) ◽  
pp. 5-15
Keyword(s):  
Consumer Goods ◽  
Brand Loyalty ◽  
Fast Moving ◽  
Andhra Pradesh ◽  
Consumer Preferences ◽  
Secondary Data ◽  
The North ◽  
Rural And Urban ◽  
Fast Moving Consumer Goods ◽  
Buying Behaviour

The world has become a village and many MNCs have entered Indian operations as it is an attractive destiny for the burgeoning middle class with its increase in disposable income. This competition opened the new doors and ways to face the challenges encountering from FMCG Markets. There are many studies that analyse the consumer brand loyalty towards FMCG products, consumer buying behaviour and brand loyalty of the fast moving consumer goods in the rural markets, the contribution of FMCG goodsin economy of country, factors influencing demand of FMCG goodsamong people. Also there are studies that analyses the purchase behaviour of the male and female separately towards the FMCG goods. But no study has been done on buying behaviour of consumers in FMCG sector in the North Coastal Districts of Andhra Pradesh. Hence this Research Paper concentrated on North Coastal Andhra Pradesh Consumers and their buying behavior. The study of consumer preferences towards fast moving consumer goods relates to the buying preferences of FMCG products based on product attributes, price, quality etc. Before finalizing on the questionnaire a pilot study was carried out. This was to primarily check on the accuracy of the questions used in the survey. Field survey was carried out. This questionnaire was administered to 150 respondents. This Article is done with help of both sources like primary and secondary data. Articleconnected with the three districts of North Coastal Andhra Pradesh and consumers were selected both from rural and urban locations in each district.

Effect of Sales Promotion on Consumers Towards Fast-Moving Consumer Goods in Al-Dakhliyah Governorate.

2021 ◽  
Vol 9 (1) ◽  
pp. 24-35
Author(s):  
Moosa Al Riyami
Keyword(s):  
Middle East ◽  
Consumer Goods ◽  
Fast Moving ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Moderate Correlation ◽  
Considerable Time ◽  
The World ◽  
Fast Moving Consumer Goods

The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, there are few studies conducted in the Middle East  to find out effectiveness of promotions. This aims to investigate consumer’s perceptions regarding sales promotion. Results indicate that there is a moderate correlation between consumers’ expectations and sales promotion in  Al-Dakhliyah Governorate.  

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