Exploring Consumer Preferences in Fast-Moving Consumer Goods (FMCG) E-commerce- Case Study: Company X.

Abstract

This thesis investigates the preferences of consumers for fast-moving consumer goods (FMCG) and how to market and sell FMCG products online. To answer the three main research questions, the study looks at the most popular FMCG product features, the best distribution channels, and the most significant e-commerce and FMCG industry trends. The study uses PESTEL and SWOT analyses as well as a primary data expert interview to address these questions. The results show that although consumers' growing e-commerce usage presents growth opportunities, FMCG companies must remain focused on improving their online presence and developing new products in response to shifting consumer trends and preferences. Despite intense competition in the FMCG industry, Company X stands out by transparently showcasing its efforts in product development. Due to the large-scale of the global FMCG industry and the dependence on secondary data, the study contains limitations. Future study areas are suggested to solve these shortcomings and improve the research's applicability.