The Impact of Online Marketing on Consumer Behavior in the UK FMCG Sector 1.0 Introduction

The Impact of Online Marketing on Consumer Behavior in the UK FMCG Sector 1.0 Introduction

The Impact of Online Marketing on Consumer Behavior in the UK FMCG Sector

1.0 Introduction

This chapter presents the study background (FMCG, Consumers behavior and online marketing) of the work and as well covers the research aim and problems. Subsequently, research objectives, questions and scope were also illustrated. 1.1 Background of the study Fast moving consumer goods refer to edible and non edible consumer products that are mostly found in supermarkets and stores. These products include cosmetics, toiletries, consumable goods and other household items (G. Patra, et al., 2017).FMCGs are usually consumed rapidly, non durable, and less cost effective. Due to their relatively lower cost, they account for a greater percentage of consumers expenditure thus, making it one of the biggest consumer goods market (Durmaz, 2014). To ensure their brands gets to their potential customers, FMCGs marketers employs several online marketing strategies to convey their brands information to their potential costumers (Schiffman and Wisenblit 2019). Amongst several methods used by online marketers to market their products, Advertising is one of the best methods of disseminating brands information to customers (Kotler and Keller, 2019). 1.2 Online Marketing Online marketing has significantly changed from traditional marketing form which focuses more on getting the attention of average customer to personal marketing strategy which targets and understands the uniqueness of every buyer through directs interactions and feedbacks (Ivanovska, 2021). Online marketing refers to the marketing of goods and services (buying, selling, advertisement, promotion, distribution, customers value) through electronic media to transfer goods and services from seller to buyer online. Google, Facebook, Yahoo, Linked in, Blogger, Twitter, YouTube, Myspace, e-bay etc are some of the online marketing web available online (Lodhi and Shoaib, 2017). Online marketing can also be defined as the use of interconnected electronic media or technology and its applications to meets costumers needs

(Staruss and Frost, 2012). Different company through the use of online marketing strategy communicates products information to potential buyers and as well promote sells and service through online webs (Kotler and Keller, 2016). It is the modern way of marketing products which relies entirely on the use of technology and is now one of the biggest channels in which marketers reach their potential consumers (Meng 2019). The use of online marketing strategy has dominated the marketing world. Various ways of marketing products online includes audio, 360 video ads, dynamic content optimization (creating different ads for each user) and voice advertising and digital billboards (Hooda & Aggarwal, 2012). Recently, due to increase in online marketing, the online advertising industry has become stronger. In Uk, online advertisement expenditure has shown a considerable increase from £3,508m in 2008 to £11,553m in 2017 recording 14% annual growth rate,while all the online advertizing (television, press, radio