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Promises of silent salesman to the FMCG industry: an investigation using linear discriminant analysis approach

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Shekhar S. K., Raveendran P. T.

Management & Marketing

2015

vol. 10

issue 4

304-315

Packaging which is often called as the ‘silent salesman’ is an important component of marketing. Today the importance of packaging has risen to such an extent that product packaging is rightly called as the fifth ‘P’ of marketing mix. FMCG are products which are utilized by large number of people. The present study examined the discriminating power of five selected FMCG packaging variables namely ‘picture’, ‘colour’, ‘size’, ‘shape’ and ‘material’ amidst those who purchased FMCG based on these packaging variables and for those who purchased FMCG not based on these packaging variables. Descriptive research was carried out in the study. Respondents (students) were asked to rate four packaging variable on a five point Likert’s scale. Discriminant analysis showed that only two variables namely ‘Colour’ (.706) and ‘Shape’ (–.527) were good predictors. Variables ‘Picture’, ‘size’ and ‘material’ were considered as poor predictors as far as the student communities were considered. The cross validated classification showed that out of the 240 samples drawn, 91.8% of the cases were correctly classified.

E-opakowanie wyzwaniem dla współczesnego marketingu

86%

Nalewajek M.

Studia Ekonomiczne

2016

vol. 254

128-139

W artykule przedstawiono koncepcję e-opakowania oraz zilustrowano wyzwania, jakie stoją przed markami produktów z kategorii FMCG, które kierują swoje produkty do sprzedaży elektronicznej. Analizy dokonano na podstawie wybranych trzech sieci handlowych, które prowadzą sprzedaż internetową: Tesco, E.Leclerc oraz Alma. Obserwacje uzupełniono wynikami wirtualnej etnografii, którą sukcesywnie prowadzono od początku 2014 r. Zebrane materiały pokazują wiele zmiennych, które mogą wpływać na percepcję marki w segmencie FMCG poprzez wizualizację produktu w e-handlu. Wśród nich są kwestie niezależne od firm, np. rozdzielczość i ustawienia kolorów na ekranach komputerów konsumentów, a także te, na które marki mają minimalny wpływ, np. wykorzystanie zdjęć reklamowych na stronach internetowych sklepów.

The article presents the concept of e-packaging and illustrates challenges that brands, which direct their products to electronic sales, face. Analyses were made on the basis of the selected three retail chains that sell their products via online sector: Tesco, E.Leclerc and Alma. Observations were complemented with the virtual ethnography, which has successively been conducted from the beginning of 2014. Collected materials show a number of variables that can affect the perception of the brand through product’s visualization in e-commerce. Among these issues, some of them are independent from the company, as well as, those for which brands have an indirect influence.

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1 Management & Marketing

1 Studia Ekonomiczne

1 Nalewajek M.

1 Raveendran P. T.

1 Shekhar S. K.

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1 2015

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Promises of silent salesman to the FMCG industry: an investigation using linear discriminant analysis approach

E-opakowanie wyzwaniem dla współczesnego marketingu