Introduction
Essential household commodities, known as Fast-Moving Consumer Goods (FMCG), make up a big part of what people spend because these commodities are comparatively affordable, used up quickly, and often bought because of their high demand. One can get them in retail stores, supermarkets, and convenience stores. Examples of FMCG include soda, toilet paper, and bottled water. For example, bottled water is cheap and bought a lot by people of all ages and backgrounds. It is for anyone, from those who want to stay healthy to those who need a drink. The decision to buy these essential household commodities is simple because it is a quick, low-effort choice often made on the spot. People pick it based on things like the price, brand, and how easy it is to get on the shelves.
Consumer Psychology Theories/Principle.
Motivation, Ability, and Opportunity (MAO)
MAO theory is crucial for understanding consumer psychological behaviour when they are making their daily purchasing decisions. It looks at motivation, which is all about the drive or urge that pushes consumers to want specific commodities (Jansson-Boyd, 2019). This drive could be in the form of a need for convenience, comfort, or something new. Consumers will always have varying desires for each other, even for the same product. It is like sorting out threads in the mind to see why people decide to buy a particular good, especially in the world of everyday products (FMCG) (Lamberton, Rucker, & Spiller, 2023). Consumers will crave certain things, whether it is to make life easier, feel comfortable, or the urge to experiment with something new.
Along with motivation, the theory understands how important ability is in the purchasing decision-making process. Ability, in this sense, is the consumer’s skill to understand product information well (Jansson-Boyd, 2019). It seems that how people think and feel affects how they understand details about FMCG products. Making good choices depends on factors like knowing brands, past experiences, and getting the right information, all shaping how well consumers think when deciding what to buy, which is an aspect of their cognitive and emotional prowess (Lamberton, Rucker, & Spiller, 2023)
Opportunity, the third part of MAO, brings in external factors that help or hinder buyers’ decision-making. In the context of FMCGs, these external facets are crucial. For example, elements like promotional discounts, easy-to-find products, after-sale services or attractive packaging provide a recommendation-like opportunity that guides the customers toward preferring to purchase a specific product (Zhang & Lang, 2018). On the other hand, problems like needing more time or more information can make it hard for consumers to decide quickly in the fast-paced FMCG world.
Overall, in the context of (FMCG), the MAO theory plays a really important role. It directs the complex interaction of what motivates people, what they can do, and the chances they get in making decisions (Mullen & Johnson, 2013). Whether a person is looking for good prices, affected by how easy it is to get information, or influenced by outside things like discounts and promotions, the MAO theory is like a detailed lens designed to help consumers understand the complexities of how people act in the fast and competitive FMCG world.
Exposure, Attention, Perception, and Comprehension (EAPC)
The EAPC theory explores how consumers find out about products, pay attention to them, understand their features, and get what is being said before taking any purchasing actions. These steps really matter in forming what people like. Exposure, the first part of EAPC, is like the doorway into the world of highly sorted products (Mullen & Johnson, 2013). In the FMCG category, exposure happens in lots of ways, like ads, where products are put, and how they are packaged. These are the first things people see, bringing them into the busy marketplace with tons of choices.
Next up is attention, which addresses what consumers are really focusing on in the busy world of products. In the dynamic FMCG sector, attention is pulled in by a bunch of tactics like catchy sayings, visually appealing packaging, and where the product is put on shelves (Mullen & Johnson, 2013). What grabs the consumer’s attention can be anything from how nice the product looks to where it is placed in the store.
Perception is the third part of EAPC. This is all about how consumers see and understand the details of a product. At this stage, people start building mental pictures of products, deciding what they think based on the brand, how good it is, and other things that they can sense (Mullen & Johnson, 2013). Looking at an FMCG product, perception is not just about the things you can touch; it is also about the feelings and meanings tied to how it is presented.
The last part is comprehension, and it is like taking things to a higher level of understanding. When we talk about FMCG, comprehension means making sure people really get what is good about a product, how to use it, and what it brings to the table (Mullen & Johnson, 2013). Being clear and to the point is key here. It is all about smoothly moving from just knowing about a product to really understanding it, and that understanding guides what people like and choose when they are buying.
Overall, the EAPC theory acts as a helpful guide, explaining how exposure, attention, perception, and comprehension work together. It is an interaction where these steps are all linked, not separate things. They interact and shape what people like and choose when shopping.
Application of Theories to FMCG Consumer Decision-Making
Motivation, Ability, and Opportunity (MAO)
In the fast-paced world characterized by rapid consumerism, Motivation, Ability, and Opportunity (MAO) are big players in how people decide what to buy. People are driven by basic needs like cleanliness, food, and personal care when shopping for FMCG items. To make choices, consumers rely on things like recognizing brands, remembering good experiences, and finding information easily (Ajzen, 2008). Recognizable brands help consumers make smart choices because they feel familiar and reliable. Positive experiences in the past build loyalty, making it easier for consumers to pick from many FMCG options. Having clear and simple product information also empowers consumers to decide quickly and confidently, especially when faced with lots of choices. There are lots of chances for people to get involved with consumer goods. Deals and discounts are like magnets, attracting consumers to check out and pick certain brands or products (Foxall, 2021). The appeal of saving money through discounts often boosts consumer interest, guiding them toward products that not only fulfil their basic needs but also give them economic advantages. In addition, having products nearby and available makes it a good time for consumers to turn their interest and ability into real purchases.
Illustratively, imagine someone really needing a good detergent that can remove stains effectively. The motivation to meet this cleaning need guides the person’s focus to brands famous for their stain-removing power. The ability to choose is strengthened by the positive experiences the consumer had with a specific detergent brand, building a sense of trust and reliability. The opportunity to buy gets even better when the consumer comes across a discount or finds the preferred detergent conveniently in a nearby store. This leads to a consumer decision-making process that smoothly brings together motivation, ability, and opportunity.
References
Ajzen, I. (2008). Consumer Attitudes and Behavior. In I. Ajzen, Handbook of Consumer Psychology (p. 1296). Newyork, NY: Routledge.
Foxall, y. G. (2021). The Theory of the Marketing Firm: Responding to the Imperatives of Consumer-orientation. New York, NY: Springer International Publishing.
Jansson-Boyd, C. V. (2019). Consumer Psychology. Maidenhead, Berkshire: Open University Press.
Lamberton, C., Rucker, D. D., & Spiller, S. A. (2023). The Cambridge Handbook of Consumer Psychology. Cambridge: Cambridge University Press.
Mullen, B., & Johnson, C. (2013). The Psychology of Consumer Behavior. Milton Park: Taylor & Francis.
Shimizu, A. (2021). New Consumer Behavior Theories from Japan. The Gateway: Springer Nature Singapore.
Zhang, R., & Lang, C. (2018). Application of Motivation-Opportunity-Ability Theory in the Consumption of Eco-fashion Products: Were Chinese Consumers Underestimated? Chinese consumers and the fashion market, 119-141.
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