Essays about: "relationship marketing fmcg"

Showing result 1 - 5 of 9 essays containing the words relationship marketing fmcg.

  1. 1. FACTORS INFLUENCING GREEN CONSUMPTION : The moderating effect of market maturity

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Amin Babazade; Uliana Paramzina; [2019]
    Keywords : green consumption; green products; market maturity; moderating effect; factors influencing green consumption; emerging markets; developed markets.;

    Abstract : Purpose – The purpose of this master thesis is to examine factors influencing green consumption and to explain the moderating effect of market maturity on these factors in developed and emerging markets.Design/methodology/approach – In this research the pragmatism epistemology was employed as the scientific perspective of the current research. READ MORE

  3. 2. Haptics as the Sleeping Beauty of Marketing: The Role of Haptic Packaging Characteristics on FMCG Products for Customers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Leotrina Koqani; Carolin Strunz; [2017]
    Keywords : Sensory marketing; product packaging; FMCG; haptic sensory; haptic perception; consumer behaviour; Business and Economics;

    Abstract : Purpose: The purpose of this research was to understand how customers construct the relationship, prior identified in the literature, between packaging, haptic sensory and perception with regard to FMCG products. Furthermore, we aimed to explore the role of haptic packaging characteristics on FMCG products for customers. READ MORE

  4. 3. The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Tiffany Dosé; Alexander Åström; [2017]
    Keywords : Experiential Event Marketing; Brand Relationship Quality; FMCG; Offline Marketing; Brand Experiences;

    Abstract : Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. READ MORE

  5. 4. Relationship Marketing in the FMCG : The Forgotten Consumer

    University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

    Author : Philip Gilchrist; [2015]
    Keywords : ;

    Abstract : Many producers in the FMCG experience immense pressure from strong retailers and hard discounters. One solution proposed by academics is through engaging in Relationship Marketing with the end consumer to create a strong pull-effect and loyalty to the brand. READ MORE

  6. 5. Extending the Understanding of Sales promotions’ Influence on Brand Knowledge : A Quantitative Study

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Martina Dahl; Anna Johnsson; [2015]
    Keywords : Sales Promotion; Monetary Promotion; Non-Monetary Promotion; Brand Knowledge; Brand Awareness; Brand Image; Swedish Food-Retail Industry; Fast Moving Consumer Goods FMCG;

    Abstract : Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge   Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. READ MORE