<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Local or regional fast-moving consumer (FMCG) brands sold mostly in delimited geographic areas are a growing trend. This study aims to understand consumer attitudes towards such products and to identify factors critical to their success. The paper is a comparative study between developed (Germany) and emerging (South Africa) nations to identify differences between the preference criteria for FMCG. The methodology involved an online cross section survey in the two countries. Respondents from both countries preferred local brands and believe they are better quality and more supportive of, and connected to, local communities. South Africans feel this more strongly, show greater commitment, and are prepared to pay more than Germans. ‘Beliefs’ regarding quality, value for money, and trust in local brands are critical.</p></abstract>

Local or regional fast-moving consumer (FMCG) brands sold mostly in delimited geographic areas are a growing trend. This study aims to understand consumer attitudes towards such products and to identify factors critical to their success. The paper is a comparative study between developed (Germany) and emerging (South Africa) nations to identify differences between the preference criteria for FMCG. The methodology involved an online cross section survey in the two countries. Respondents from both countries preferred local brands and believe they are better quality and more supportive of, and connected to, local communities. South Africans feel this more strongly, show greater commitment, and are prepared to pay more than Germans. ‘Beliefs’ regarding quality, value for money, and trust in local brands are critical.

Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands

Studia Universitatis Babes-Bolyai Oeconomica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands"}

Local or regional fast-moving consumer (FMCG) brands sold mostly in delimited geographic areas are a growing trend. This study aims to understand consumer...

Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands

Published Online: Sep 02, 2020

Page range: 65 - 89

DOI: https://doi.org/10.2478/subboec-2020-0010

Keywords
emerging country, developed country, entrepreneurship, belief, commitment, image

© 2020 Thomas Dobbelstein et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands

Published Online: Sep 02, 2020

Page range: 65 - 89

DOI: https://doi.org/10.2478/subboec-2020-0010

Keywordsemerging country, developed country, entrepreneurship, belief, commitment, image

© 2020 Thomas Dobbelstein et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
emerging country, developed country, entrepreneurship, belief, commitment, image