Three Worlds: Brand Competition Dynamics in FMCG Industry

• Main Authors: Lu, Ta Jen, 呂達人
• Other Authors: Tang, Ying-Chan
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/m67j54

碩士 === 國立交通大學 === 管理學院經營管理學程 === 106 === Fast Moving Consumer Goods (FMCG) is the largest market in the world. It’s not only the largest one but also a growing one. According to the forecast from Technavio, FMCG market will be growing by 4% CAGR (Compound Annual Growth Rate) every year by 2020. This market is large, complicated, and highly competed due to the differentiation between brands and products are low within specific category of goods. Most of studies of FMCG industry focus on how retailer affects consumer behavior. Kotler and Keller (2016) define consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. This unique psychology process and behavior are affected by some factors from consumers themselves, such as culture, society, and personal. However, there’s still other ways that manufacturers can really affect consumer, such as, a common strategy, counterfeit or copycat. Building brand and imitating others are common ways for manufacturers to compete with each other in FMCG industry. This competition not only affects consumer but also crafts market, in other words, competition environment. This article proposes a point of view, three worlds, to explain the relationship between manufacturers, customers, and markets, in other words, physical market reality, consumer’s self-conscious cognition, and social collective ideology, are interacting with each other and dynamic in FMCG industry.