Brand Influence on Buying FMCG Products in UAE: An Empirical Study

Abstract

Fast moving consumer goods (FMCGs) constitute a large part of consumers’ budget in all countries. Retail trade in these products, that is, their supply to households, has attracted considerable interest from consumers and policy-makers because a well-functioning retail sector is essential for daily provision of these essential products at high quality and low cost.Fast Moving consumer Goods are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase. The margin of profit on every individual FMCG product is less. However the huge number of goods sold is what makes the difference. Fast Moving Consumer Goods is a classification that refers to wide range of frequently purchased consumer products including: toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods, such as buckets. Hence this study focus on to what extent the brand influences on consumer purchase decision in UAE, where the maximum populations are expatriates. FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deal with the production, distribution and marketing of consumer packaged goods. The study found that many respondents attribute towards purchase Fast moving consumer goods based on price and quality. Based on the findings the research study recommends the marketers to focus on brand building exercises and to allocate increased budget for the same. Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management.

Key words: FMCG, Brand, Consumer, Marketing