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The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years.
FMCGs have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs – such as meat, fruits and vegetables, dairy products and baked goods – are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates.
The following are the main characteristics of FMCGs:[1]
From the consumers' perspective:
Frequent purchase
Low involvement (little or no effort to choose the item – products with strong brand loyalty are exceptions to this rule)
Low price
From the marketers' angle:
High volumes
Low contribution margins
Extensive distribution networks
High stock turnover
[edit] Tags:Soft Drinks,Toiletries,Edit,Durable Goods,Major Appliances,Contribution Margins,Distribution,Stock Turnover, | |
| References | |
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^ a b Ramanuj Majumdar (2004). Product Management in India. PHI Learning. pp. 26–28. ISBN 9788120312524. http://books.google.com/?id=ESJzaCJE3fQC&pg=PA26&dq=what+is+fmcg&q=what%20is%20fmcg. Retrieved 2010-06-19.
^ Sean Brierley (2002). The advertising handbook By Sean Brierley (2, illustrated ed.). Routledge. p. 14. ISBN 9780415243919.
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| See also | |
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Trade promotion management
Category management
Good (economics)
Mass production
Retailing
Supermarket
Consumerism
The Story of Stuff
Destination management company
[edit] Tags:Trade Promotion Management,Category Management,Good (economics),Mass Production,Retailing,Supermarket,Consumerism,The Story Of Stuff,Destination Management Company, | |
| External links | |
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