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| Author: | Leahy, R. |
| Title: | Relationships in fast moving consumer goods markets, the consumers' perspective |
| Journal: | European Journal of Marketing
2011 : VOL 45:4 p. 651-672 |
| Index terms: | relationship marketing consumers markets marketing strategy attitudes consumer goods |
| Freeterms: | buyer-seller relationships |
| Language: | eng |
| Abstract: | This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from consumers' perspective, with the focus on the fast moving consumer goods (FMCG) sector. The study highlights the dominant negative attitudes existing among consumers to relationship marketing as it is operationalized in FMCG markets. It is found that from the consumers' perspective relationships do not and cannot exist in these markets and that the nature of exchange in such markets is not relationship based. Consequently, the research concludes that there is a necessity to move away from relationship rhetoric in FMCG markets, and to explore the true nature of exchange in the quest for effective marketing strategies. |
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