Marketing–Quality Interface: An Empirical Analysis of FMCG Customers

This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of Mouth...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Sumreen Khalil
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	interface marketing variables product price place promotion quality perception fast-moving consumer goods word of mouth Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/6bf83174a66643ecbef05fc4a62c741b
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:6bf83174a66643ecbef05fc4a62c741b
record_format	dspace
spelling	oai:doaj.org-article:6bf83174a66643ecbef05fc4a62c741b2021-12-02T15:51:04ZMarketing–Quality Interface: An Empirical Analysis of FMCG Customers2331-197510.1080/23311975.2021.1885574https://doaj.org/article/6bf83174a66643ecbef05fc4a62c741b2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1885574https://doaj.org/toc/2331-1975This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of Mouth (WOM) is the mediating variable for this study. For achieving the objectives of this research and test the developed hypotheses, a quantitative research strategy has been followed. In order to collect data, on the basis of literature, a questionnaire has been developed by the researcher. This research has significance in terms of its contribution both theoretically and practically as it has developed an instrument for measuring FMCG customers’ quality perception. Moreover, a model has also been developed which is statistically validated. Data have been collected from 466 customers from Lahore using Stratified Random Sampling Technique. AMOS has been used for developing structural model and testing of hypotheses. Findings of the research conclude that all marketing variables i.e. price, place and promotion except product has an interface with perceived quality of FMCG customers and these relationships are mediated through WOM.Sumreen KhalilTaylor & Francis Grouparticleinterfacemarketing variablesproductpriceplacepromotionquality perceptionfast-moving consumer goodsword of mouthBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	interface marketing variables product price place promotion quality perception fast-moving consumer goods word of mouth Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	interface marketing variables product price place promotion quality perception fast-moving consumer goods word of mouth Business HF5001-6182 Management. Industrial management HD28-70 Sumreen Khalil Marketing–Quality Interface: An Empirical Analysis of FMCG Customers
description	This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of Mouth (WOM) is the mediating variable for this study. For achieving the objectives of this research and test the developed hypotheses, a quantitative research strategy has been followed. In order to collect data, on the basis of literature, a questionnaire has been developed by the researcher. This research has significance in terms of its contribution both theoretically and practically as it has developed an instrument for measuring FMCG customers’ quality perception. Moreover, a model has also been developed which is statistically validated. Data have been collected from 466 customers from Lahore using Stratified Random Sampling Technique. AMOS has been used for developing structural model and testing of hypotheses. Findings of the research conclude that all marketing variables i.e. price, place and promotion except product has an interface with perceived quality of FMCG customers and these relationships are mediated through WOM.
format	article
author	Sumreen Khalil
author_facet	Sumreen Khalil
author_sort	Sumreen Khalil
title	Marketing–Quality Interface: An Empirical Analysis of FMCG Customers
title_short	Marketing–Quality Interface: An Empirical Analysis of FMCG Customers
title_full	Marketing–Quality Interface: An Empirical Analysis of FMCG Customers
title_fullStr	Marketing–Quality Interface: An Empirical Analysis of FMCG Customers
title_full_unstemmed	Marketing–Quality Interface: An Empirical Analysis of FMCG Customers
title_sort	marketing–quality interface: an empirical analysis of fmcg customers
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/6bf83174a66643ecbef05fc4a62c741b
work_keys_str_mv	AT sumreenkhalil marketingqualityinterfaceanempiricalanalysisoffmcgcustomers
_version_	1718385637599477760

Marketing–Quality Interface: An Empirical Analysis of FMCG Customers

Ejemplares similares