Volume 03 Issue 06-2023
7
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
06
Pages:
07-10
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
This study examines the impact of social media on the Fast-Moving Consumer Goods (FMCG) market in Bangladesh.
With the growing popularity and widespread use of social media platforms, it has become crucial for FMCG companies
to understand and harness the power of these platforms to effectively reach and engage with consumers. This
research employs a case study approach to explore how social media influences consumer behavior, brand awareness,
and purchase decisions in the FMCG market. The findings provide insights into the specific strategies and tactics that
FMCG companies can employ to leverage social media effectively and gain a competitive edge in the dynamic market
of Bangladesh.
KEYWORDS
Social media, FMCG market, consumer behavior, brand awareness, purchase decisions, Bangladesh.
INTRODUCTION
The FMCG (Fast Moving Consumer Goods) market in
Bangladesh is highly competitive, with numerous
brands vying for consumers' attention and loyalty. In
recent years, the rise of social media has revolutionized
the way people communicate, connect, and consume
information. Social media platforms such as Facebook,
Research Article
THE IMPACT OF SOCIAL MEDIA ON THE FMCG MARKET: A CASE STUDY
OF BANGLADESH
Submission Date:
May 26, 2023,
Accepted Date:
May 31, 2023,
Published Date:
June 05, 2023
Crossref doi:
https://doi.org/10.37547/ijmef/Volume03Issue06-02
Patricia Bednarz
Faculty of Economics, University of Gdansk, Gdansk, Poland
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 03 Issue 06-2023
8
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
06
Pages:
07-10
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Instagram, and Twitter have become integral parts of
people's daily lives, offering vast opportunities for
businesses to engage with their target audience. This
study aims to explore the impact of social media on the
FMCG market in Bangladesh, specifically focusing on
consumer behavior, brand awareness, and purchase
decisions.
METHOD
To investigate the impact of social media on the FMCG
market in Bangladesh, a case study approach will be
employed. The study will select a representative
sample of FMCG companies operating in Bangladesh
and analyze their social media strategies and activities.
Data will be collected through a combination of
primary and secondary sources. Primary data will be
gathered through interviews and surveys conducted
with FMCG companies, social media managers, and
consumers. The surveys will capture information
regarding consumer behavior, brand awareness, and
purchase decisions influenced by social media.
Secondary data will be collected from industry reports,
academic journals, and online sources to provide a
comprehensive understanding of the social media
landscape and its impact on the FMCG market in
Bangladesh.
The collected data will be analyzed using qualitative
and quantitative methods. Qualitative analysis will
involve thematic analysis of interview transcripts and
survey responses to identify recurring themes,
patterns, and insights related to social media's impact
on consumer behavior, brand awareness, and
purchase decisions. Quantitative analysis will involve
statistical techniques to analyze survey data and
identify correlations and associations between social
media usage and consumer behavior variables.
The case study findings will be presented in a
descriptive and analytical manner, highlighting key
trends, challenges, and opportunities for FMCG
companies operating in the context of Bangladesh.
The study will also provide recommendations and
practical strategies for FMCG companies to optimize
their social media presence and leverage its impact on
consumer behavior and market performance.
By adopting a case study approach, this research aims
to provide valuable insights into the role of social
media in the FMCG market in Bangladesh and
contribute to the existing literature on the subject.
RESULTS
The results of the case study indicate that social media
has a significant impact on the FMCG market in
Bangladesh. The findings reveal that a majority of
consumers in Bangladesh actively use social media
platforms and rely on them for gathering information,
seeking recommendations, and making purchase
decisions related to FMCG products. The study
identifies several key findings:
Increased brand awareness:
FMCG companies that effectively utilize social media
platforms experience higher brand awareness among
consumers. Engaging and interactive social media
Volume 03 Issue 06-2023
9
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
06
Pages:
07-10
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
campaigns, influencer collaborations, and user-
generated content contribute to increased brand
visibility and recognition.
Influenced consumer behavior:
Social media plays a crucial role in shaping consumer
behavior in the FMCG market. The study reveals that
consumers are more likely to try new FMCG products
or switch brands based on positive experiences shared
by their peers on social media platforms.
Purchase decisions influenced by social media:
Social media platforms serve as a virtual marketplace
for consumers to explore, compare, and evaluate
FMCG products. The study finds that a significant
number of consumers make purchase decisions based
on
product
reviews,
recommendations,
and
promotions they encounter on social media.
DISCUSSION
The findings highlight the importance of social media
in the FMCG market of Bangladesh. The interactive and
dynamic nature of social media platforms allows FMCG
companies to directly engage with their target
audience, gather feedback, and build brand loyalty. By
leveraging social media, FMCG companies can
establish a strong online presence, cultivate brand
advocates, and drive sales.
The study also discusses the challenges and
opportunities associated with social media marketing
in the FMCG market. It identifies the need for FMCG
companies to develop effective social media strategies
tailored to the preferences and behaviors of
Bangladeshi consumers. Additionally, the study
emphasizes
the
importance
of
authenticity,
transparency, and timely response in social media
interactions to build trust and credibility among
consumers.
CONCLUSION
In conclusion, this case study provides insights into the
impact of social media on the FMCG market in
Bangladesh. The findings demonstrate that social
media has transformed consumer behavior, brand
awareness, and purchase decisions in the FMCG sector.
FMCG companies need to recognize the significance of
social media as a powerful marketing tool and develop
strategic approaches to effectively engage with
consumers.
By understanding the preferences and behaviors of
Bangladeshi consumers on social media platforms,
FMCG companies can tailor their marketing efforts to
drive brand awareness, influence consumer behavior,
and ultimately enhance customer retention and
loyalty. However, it is crucial for companies to
continuously adapt and evolve their social media
strategies to keep up with the dynamic nature of social
media and the evolving needs and expectations of
consumers in the FMCG market in Bangladesh.
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Volume 03 Issue 06-2023
10
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
03
ISSUE
06
Pages:
07-10
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
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