The main fast moving consumer goods (FMCG) retail formats that customers engage with in India are Kirana stores, neighborhood convenience stores (NCS), supermarkets and online retailers. However, there has been less research done on the variables or antecedents that could favorably affect consumers' engagement with these FMCG retail formats. To improve retail practices, this study looks at how female consumers perceive the performance of FMCG retail formats on different antecedents of consumer engagement. The status of consumer engagement with FMCG retail formats was also analyzed.
The present study used exploratory as well as descriptive research design. Previous studies were analyzed to identify the antecedents of consumer engagement. A structured questionnaire was used to collect the primary data from 400 female respondents of two major urban cities in north-western India. The descriptive analysis and one-way ANOVA test were performed to analyze the data.
Kirana stores’ performance on most of the antecedents was not satisfactory. Supermarkets and online retailers performed better on all antecedents. Customer marketing orientation and experiential marketing were the antecedents that required more attention from Kirana stores, NCS and supermarkets. Consumer engagement with online retailers was highest, whereas consumer engagement with Kirana stores was least.
This study offers a comprehensive examination of the antecedents of consumer engagement and consumer engagement with FMCG retail, which no prior research has studied in the context of FMCG retail businesses.
