Fmcg Bop

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  • Topic: Brand, Marketing, Packaging and labeling
  • Pages : 49 (11195 words )
  • Download(s) : 12
  • Published : March 16, 2013
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Influence of Packaging on Base of the Pyramid consumers with reference to FMCG industry in India

Abstract

Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale, and product packaging has been found to play a strategic role in seven of the ten in-store purchase decision criteria. Packaging is, therefore, an important basis through which companies can differentiate products from the plethora of competing brands. On average, big retailers carry 50 000 items and the typical shopper passes 300 items per minute. The packaging must, therefore, perform many of the sales tasks, making an overall favourable brand impression and experience. The research has attempted to understand the constructs of packaging and brand experience as purchasing decision criteria for FMCG products. The findings demonstrated how low-income consumers have an appreciation of all product packaging as they often re-use it once the product is consumed. Furthermore, lower income consumers enjoy a greater brand experience with 'premium' product brands when compared to their brand experience levels with what they perceive to be 'cheaper' brand products. Even though a statistical weak relationship between product packaging and brand experience was found, the qualitative findings support the notion of a strong relationship as lower income consumers gain more value/greater brand experience not just out of consuming 'premium' brand products, but also from the use of the packaging for other needs afterwards.

Declaration

Acknowledgements

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TABLE OF CONTENTS

1. INTRODUCTION TO THE RESEARCH PROBLEM……………………………………….….....…3

1.1 Background…………………………………………………………………………………..…......4

1.2 Research problem...............................................................................................................................7

1.3 Research scope...................................................................................................................................8

1.4 Importance of this research ..............................................................................................................9

1.5. Research objectives...........................................................................................................................9

2. LITERATURE REVIEW……………………………………………………………………….…….10

2.1 Introduction......................................................................................................................................11

2.2 Bop consumer behaviour …….......................................................................................................11

2.3 What influences BoP consumer behaviour......................................................................................13

2.4 Social capital and family systems....................................................................................................14

2.5 Compensatory consumption……….................................................................................................15

2.6 Grocery shopping behaviour of BoP consumers..............................................................................16

2.7 Branding vs. the brand experience...................................................................................................35

2.8 Conclusions ………………………………………………………………………………….........39

3. RESEARCH HYPOTHESES……………………………………………………………………...….40

3.1 Main hypothesis...
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