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Differences In Exchange Situations In Fast Moving Consumer Goods' Markets, Rose Leahy

Dept. of Marketing & International Business Publications

This paper 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, ten 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 paper is that marketing strategies appropriate to these exchange situations need to be developed, …