{"title":"消费者意识能保护剥削吗?快速消费品行业的定量研究","authors":"S. Vijayanand, S. Ravi","doi":"10.5267/j.msl.2023.7.002","DOIUrl":null,"url":null,"abstract":"Consumer awareness is one where the buyer could take the right decision in purchasing all types of product. Marketers in view of earning profit, neglect the interest of the consumers and this leads to exploitation of the buyers. To investigate the current scenario, this study focused on the consumer awareness in the urban and rural area towards the Fast Moving Consumer Goods (FMCG) along with the exploitation if any that existed in the market. For this purpose, 557 consumers who were using FMCG products residing in the western region of Tamilnadu were selected through cluster sampling followed by simple random sampling. To meet out the objectives, various statistical tools through SPSS 21 were applied and the result revealed that all the constructs like communication, price, labeling, promotion and unfair trade practices, if any remarkably influencing the consumer awareness. Also, labeling has a noteworthy mediating role between consumer awareness and satisfaction. But there existed a direct negative effect of consumer awareness on the satisfaction. It is suggested that marketers need to focus to fulfill all the rights of the consumers as detailed in the consumerism.","PeriodicalId":30205,"journal":{"name":"Management Science Letters","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Does the consumer awareness protect the exploitation? A Quantitative study in FMCG sector\",\"authors\":\"S. Vijayanand, S. Ravi\",\"doi\":\"10.5267/j.msl.2023.7.002\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumer awareness is one where the buyer could take the right decision in purchasing all types of product. Marketers in view of earning profit, neglect the interest of the consumers and this leads to exploitation of the buyers. To investigate the current scenario, this study focused on the consumer awareness in the urban and rural area towards the Fast Moving Consumer Goods (FMCG) along with the exploitation if any that existed in the market. For this purpose, 557 consumers who were using FMCG products residing in the western region of Tamilnadu were selected through cluster sampling followed by simple random sampling. To meet out the objectives, various statistical tools through SPSS 21 were applied and the result revealed that all the constructs like communication, price, labeling, promotion and unfair trade practices, if any remarkably influencing the consumer awareness. Also, labeling has a noteworthy mediating role between consumer awareness and satisfaction. But there existed a direct negative effect of consumer awareness on the satisfaction. It is suggested that marketers need to focus to fulfill all the rights of the consumers as detailed in the consumerism.\",\"PeriodicalId\":30205,\"journal\":{\"name\":\"Management Science Letters\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Management Science Letters\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5267/j.msl.2023.7.002\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management Science Letters","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5267/j.msl.2023.7.002","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Does the consumer awareness protect the exploitation? A Quantitative study in FMCG sector
Consumer awareness is one where the buyer could take the right decision in purchasing all types of product. Marketers in view of earning profit, neglect the interest of the consumers and this leads to exploitation of the buyers. To investigate the current scenario, this study focused on the consumer awareness in the urban and rural area towards the Fast Moving Consumer Goods (FMCG) along with the exploitation if any that existed in the market. For this purpose, 557 consumers who were using FMCG products residing in the western region of Tamilnadu were selected through cluster sampling followed by simple random sampling. To meet out the objectives, various statistical tools through SPSS 21 were applied and the result revealed that all the constructs like communication, price, labeling, promotion and unfair trade practices, if any remarkably influencing the consumer awareness. Also, labeling has a noteworthy mediating role between consumer awareness and satisfaction. But there existed a direct negative effect of consumer awareness on the satisfaction. It is suggested that marketers need to focus to fulfill all the rights of the consumers as detailed in the consumerism.
期刊介绍:
Management Science Letters is a peer reviewed, monthly publication dedicated to create a forum for scientists in all over the world who wish to share their experiences and knowledge in the field of management skills in the form of original, high quality and value added articles. The journal''s policy is to perform a peer review on all submitted articles and the papers will be appeared in a form of online on our website as soon as the review result becomes positive. The journal covers both empirical and theoretical aspects of management and gives the chance on sharing knowledge among practitioners. Management Science Letters is dedicated for publishing in the following areas: • Quality Management • Production Management (Scheduling, Production management, etc.) • Total Quality Management (TQM) • Six Sigma • Production Efficiency • Just in Time Inventory • Data Envelopment Analysis • Balanced Score Card • Activity Based Cost (ABC) • Technology Acceptance Model • Marketing planning and Customer Relationship Management • Critical Success Factors • e-learning • Customer satisfaction, Job satisfaction, Job turnover, • Organizational commitment, Employee Commitment • Knowledge Management • Knowledge sharing • Human Resources Management (Employee training, Employee Performance, Work achievements,) • Small and medium-sized enterprises (SMEs) issues and Economic development • Innovation, Creativity, Productivity and Performance • Multi-Criteria Decision Making Applications in Management Science (AHP, BWM, TOPSIS, …) • Education Management, Social development, Public Policy • Tourism Industry, Tourism promotion, Tourism directorates • Business performance and financial performance