FMCG brand, supermarket chain and consumer relationships

Abstract

The new FMCG (fast-moving consumer goods) landscape has increasingly been dominated by large retail chain stores that are highly concentrated. In the FMCG equation, the locus of power has shifted from manufacturers to retailers, particularly to large supermarket chains. Accepted views of brands have however tended to put emphasis on the relationship of manufacturer brands with consumers, thereby largely neglecting brand – reseller relationships. This has been identified as a gap in the literature. The research intends to address this gap by adopting a holistic study that encompasses a three-way brand, supermarket chain, and consumer relationship. The objective of the study is theory building.