Females’ consumer engagement with fast moving consumer goods (FMCG) retail businesses in North-Western India
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 13 September 2024
Issue publication date: 11 December 2024
Abstract
Purpose
The main fast moving consumer goods (FMCG) retail formats that customers engage with in India are Kirana stores, neighborhood convenience stores (NCS), supermarkets and online retailers. However, there has been less research done on the variables or antecedents that could favorably affect consumers' engagement with these FMCG retail formats. To improve retail practices, this study looks at how female consumers perceive the performance of FMCG retail formats on different antecedents of consumer engagement. The status of consumer engagement with FMCG retail formats was also analyzed.
Design/methodology/approach
The present study used exploratory as well as descriptive research design. Previous studies were analyzed to identify the antecedents of consumer engagement. A structured questionnaire was used to collect the primary data from 400 female respondents of two major urban cities in north-western India. The descriptive analysis and one-way ANOVA test were performed to analyze the data.
Findings
Kirana stores’ performance on most of the antecedents was not satisfactory. Supermarkets and online retailers performed better on all antecedents. Customer marketing orientation and experiential marketing were the antecedents that required more attention from Kirana stores, NCS and supermarkets. Consumer engagement with online retailers was highest, whereas consumer engagement with Kirana stores was least.
Originality/value
This study offers a comprehensive examination of the antecedents of consumer engagement and consumer engagement with FMCG retail, which no prior research has studied in the context of FMCG retail businesses.
Keywords
Acknowledgements
We are obliged and thankful to Dr Yashwant Singh Parmar University of Horticulture and Forestry (Nauni) Solan (HP), for providing us with a platform to prepare this research paper titled Females’ Consumer Engagement with Fast Moving Consumer Goods (FMCG) Retail Businesses in North-Western India. This research paper was prepared from the PhD thesis of Dr Pankaj Thakur, a student of PhD Business Management at Dr Yashwant Singh Parmar University. The title of the thesis was Consumer Engagement with Fast Moving Consumer Goods (FMCGs) Retail Businesses in Chandigarh and Shimla Cities.
I am also highly thankful to Dr Subhash Sharma (Associate Professor and Head, Department of Social Sciences) and Dr Anju Sharma (Assistant Professor, Department of Basic Sciences) who openly provided prime inputs for steering my research in the right direction.
We would also like to thank Dr Krishan Kumar Raina (Professor and Head Librarian), Dr Rahul Dhiman (Assistant Professor), Aisha Thakur and Vikram Singh (Industry Representatives), who acted as experts in validating the survey instrument for primary data collection. The authors received no financial support for the research, authorship, and/or publication of this article. Needless to say, errors and omissions are ours.
Citation
Thakur, P., Kathuria, K. and Kumari, N. (2024), "Females’ consumer engagement with fast moving consumer goods (FMCG) retail businesses in North-Western India", International Journal of Retail & Distribution Management, Vol. 52 No. 12, pp. 1190-1207. https://doi.org/10.1108/IJRDM-02-2024-0049
Publisher
:Emerald Publishing Limited
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