The use of new communication strategies to enhance marketing of Fast Moving Customer Goods (FMCG)
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Date
2012
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Publisher
University of Zululand
Abstract
The study was conducted with the purpose of surveying the nature, patterns and trends of the new communication strategies to enhance marketing of fast moving customer goods (FMCG). The researcher intended to investigate current consumer behaviour with respect to fast moving consumer goods FMCG and new communication strategies for marketing of FMCG. The study focused primarily on managing FMCG to increase its availability to rural communities with the hope of addressing poverty eradication and providing some avenues for job creation. This included an investigation into new media and technology to enhance the marketing of FMCG with the intention of making these goods more easily accessible to rural communities. The study also investigated current consumer behaviour with respect to fast moving consumer goods (FMCG) and new communication strategies for marketing of FMCG. Unravelling methods of making FMCG easily available to rural communities would be an alternate strategy to urbanise rural communities and reduce unemployment. FMCG forms a fundamental aspect of people’s daily lives and is an ideal tool which can be used to manipulate industry to touch lives of all people throughout South Africa. The study offers thought provoking ideas on how to urbanise rural communities by using basic commodities which people use on a daily basis, and it further offers ideas for further research in this field. It also unravels contemporary methods of marketing basic commodities.
Description
A thesis submitted in fulfilment of the requirements for the degree of Master of Arts in the Department of Communication Science at the University of Zululand, South Africa, 2012.
Keywords
Communication strategies