Differences in Exchange Situations in Fast Moving Consumer Goods' Markets

ABSTRACT

This article explores the perceptions and the behaviour of consumers in fast moving consumer goods (FMCG) markets, with the objective of determining the nature of exchange in these markets. Adopting a qualitative approach to the research, 10 focus groups were conducted among Irish consumers in FMCG markets. Emerging from the research are four dominant exchange situations that exist in FMCG markets. These exchange situations are classified as inconsistent transaction exchanges, distant committed exchanges, opportunistic interactive exchanges, and reciprocal interactive exchanges. The dominant conclusion of this article is that marketing strategies appropriate to these exchange situations need to be developed, where the focus of the strategies is on developing and nurturing bonds as they develop between consumers and brands, and encouraging consumers to engage in interactive behaviour with companies where it emerges that it is appropriate to do so. It is concluded that the mass adoption of relationship marketing strategies should decrease, and that marketing strategies suited to the nature of exchange as it exists with consumers should be developed and appropriately targeted.

KEYWORDS:

• Exchange situations
• consumer behaviour
• FMCG
• relationship marketing

Notes

¹A spread of male and female respondents was sought for the research.

²A wide spread of respondents ranging from 20 years of age upwards were sought to participate in the focus groups.

³Respondents from a variety of household types were sought for the research.

⁴Respondents who do the grocery shopping on a frequent basis were sought for the research.