Analysis of consumer preferences in Germany for attributes of fast moving consumer goods with a discrete choice experiment

Rommel Kai and Julian Sagebiel

Research Journal for Applied Management (RJAM), 2022, vol. 3, issue 1, 116-142

Abstract: The markets for Fast Moving Consumer Goods (FMCG) in Germany are determined by demographic change, the COVID-19 pandemic and new developments in mobility demand. The current state of research on consumer preferences indicates heterogeneous preference structures in the attributes for FMCG. While the perceived product quality and transaction costs strongly determine the willingness to pay for FMCG, it is important to examine the impact of other attributes such as production type and place of purchase on the willingness to pay. The main aim of this study is to estimate the willingness to pay for individual attributes of FMCG using a discrete choice experiment. The results confirm strong effects of product quality and transaction costs on willingness to pay. Sociodemographic factors such as age and housing situation also have a significant impact. The results contribute to insights in the literature and provide recommendations for retailers to adapt product portfolios to changing market conditions. The paper helps to specify the preference structures of consumer groups and to show the impact of socioeconomic variables on the willingness to pay for FMCG. This also enables a more precise assessment of inflationary effects.

Keywords: consumer behaviour; fast moving consumer goods; choice experiment; willingness to pay (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:ismrja:324726

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