Kontrowersje wokół CSR w handlu detalicznym branży FMCG / Controversy over CSR in FMCG retail trade industry
Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
The purpose of this study is to provide guidelines for Fast Moving Consumer Goods (FMCG) companies to implement the concept of retail advocacy for attaining desired business results. A comprehensive overview about those factors that provide solid foundation for marketing strategy which will enhance retail advocacy is discussed in this paper. This will help companies to be more focused and make them able to communicate with retailers more effectively. Retail advocacy (RA) aims at communicating
... at communicating right message by interacting with target consumers inside a retail outlet. It brings closer the company and retailer so as to achieve a mutually beneficial business relationship. The study comprised three focus groups of retailers. One focus group for below average worth, one for average worth, one for above the average worth of retailers and one focus groups of consumers in Gujranwala. These focus groups are conducted to check either companies more rely on retail advocacy or advertisement as well as to understand the concept of retail advocacy that helps while writing literature. Every focus group consisted of five participants. Most of participants were male and their ages ranged from 18 to 44. Concept of retail advocacy is relatively new. This study investigated fifteen core elements that motivate retailers for advocacy.