Inom logistiken finns det ett antal frågeställningar, där struktur är ett viktigt område. Strukturfrågorna berör bland annat distributionen, exempelvis om en färdig produkt ska lagras eller skickas direkt till kund samt hur själva transporten ska gå till. Distributionsstrukturen syftar till att överbrygga de gap som uppstår mellan producerande företag och konsumenterna av deras produkter. Distributionen är i vissa fall mer komplex än företaget i sig, där beslutsfattandet kan handla om vilka delar som ska outsourcas och vilka externa aktörer som ska samarbetas med. Val gällande distributionen kan vara avgörande för ett företags lönsamhet och konkurrensförmåga. Många författare hävdar dock att det inte finns någon generellt svar på hur en distributionsstruktur ska utformas utan det skiljer sig från situation till situation, exempelvis beroende på produkttyp. En produktgrupp där distributionen är av betydelse är FMCG-varor, då de bland annat kännetecknas av en stor geografisk spridning, hög lageromsättningshastighet och frekventa inköp.

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: Product Mix Complexity is a very real issue in modern companies. As globalisation and competition increase, markets mature and the needs of individual consumers get ever more specific, the trend towards more product variety will grow. Product Mix refers to the full range of products that a company offers to its customers. Product Mix Complexity refers to the effect that this product variety has on organizational performance. Understanding and management of this problem is difficult due to the many organizational elements involved, the complicated relationship between these elements and the fact that the problem crosses functional organization boundaries. A company may choose to differentiate itself in the market by offering a broad product mix. To do this effectively the price that can be asked for an item must offset the additional costs brought on by this complexity. This balance between variety that drives sales, and the costs of the added complexity is at the core of the effective management of Product Mix Complexity. The effect of this complexity in manufacturing relates to the loss of scale efficiencies and the need for flexibility in operations. Due to the difficulty in understanding the complex effects of variety, company portfolios tend to proliferate, resulting in a very skewed spread of product contributions where a small % of products contribute a high proportion of company profits. Management processes that continuously evaluate the total profitability of their portfolios from a ‘cost of complexity’ point of view are needed. Cost accounting systems often do not accurately account for this cost of complexity. The effects of Product Mix Complexity are investigated in Cadbury South Africa. The business displays clear signs of having a classical ‘Pareto’ spread of products where a ‘long tail’ of small volume products add very little profit to the business. The Port Elizabeth factory is an above average complex plant within the Cadbury group. It was found that the cost allocation system employed by Cadbury is not accurately allocating costs to products and is thereby aggravating the proliferation of the Cadbury product portfolio. Potential savings by rationalizing the Cadbury product portfolio are identified. A number of recommendations to better manage the presence of Product Mix Complexity are made, both for the business as a whole and for manufacturing specifically. / AFRIKAANSE OPSOMMING: Produkmengselkompleksiteit is alomteenwoordig in moderne besighede. Die neiging tot meer produkverskeidenheid groei namate globalisering, kompetisie en verbruikers se behoeftes na verskeidenheid toeneem. ‘Produkmengsel’ verwys na die volle reeks produkte wat ’n maatskappy aan die mark bied. ‘Produkmengselkompleksiteit’ verwys na die effek wat produkverskeidenheid het op die doeltreffendheid van ’n besigheid. Die probleem is moeilik om te definieer en te verstaan as gevolg van die baie besigheidselemente wat betrokke is, die komplekse verhoudinge tussen hierdie elemente en die multi-funksionele aard van die probleem. Vir strategiese redes wil ’n maatskappy soms ’n groot verskeidenheid produkte aanbied om hom te onderskei in die mark. Om hierdie strategie winsgewend te maak moet die prys wat behaal word opmaak vir die ekstra kostes wat aangegaan word om die breë verskeidenheid te kan aanbied. Die balans tussen die interne koste van verskeidenheid en die voordeel van die verskeidenheid is baie belangrik in die effektiewe bestuur van produkmengselkompleksiteit. Omdat die effek van verskeidenheid moeilik is om te definieer, neig maatskappye daarna om liewer te veel as te min produkte aan te bied. Die gevolg is dikwels ‘n ongebalanseerde distribusie van produkwinsgewendheid waar ’n klein persentasie produkte verantwoordelik is vir die oorgrote meerderheid van die wins. Bestuursprosesse wat produkportefeuljes vanuit ‘n kompleksiteitskoste oogpunt evalueer ontbreek dikwels. Produkkostemodelle neem ook dikwels nie hierdie koste akkuraat in ag nie. Die effek van produkmengselkompleksiteit in Cadbury Suid-Afrika word in hierdie studie ondersoek. Dit is duidelik dat Cadbury Suid-Afrika ’n klassieke ‘Pareto’ effek vertoon waar ’n lang stert van klein produkte baie min tot besigheidswins-gewendheid bydra. Die Port Elizabeth fabriek vertoon ook bogemiddelde kompleksiteit relatief tot ander Cadbury fabrieke. Kompleksiteitskostes word nie akkuraat toegedeel tot produkkostes nie, met die gevolg dat klein produkte aanhoudend tot die produkmengsel gevoeg word. Die potensiële besparings as gevolg van rasionalisasie van die produkportefeulje is bereken. Aanbevelings vir die beter bestuur van produkmengselkompleksiteit word gemaak vir die besigheid as ’n geheel en vir vervaardiging spesifiek.

Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Internal Auditing in the Faculty of Business and Management Sciences at the Cape Peninsula University of Technology / South African Small, Medium and Micro Enterprises (SMMEs) play an important role in the stimulation of the national economy. However, according to previous research studies, these business entities have one of the worst sustainability rates in the world as approximately 80% of South African SMMEs tend to fail after being in operation for only three years. Taking the weak sustainability rate of these business entities into account, further studies suggest that South African SMMEs operate in a harsh economic environment, which, in turn, creates a breeding ground for risks to realise in, including that of occupational fraud risk. According to scholarly literature, the occurrence of occupational fraud risk is believed to stem from the utilisation of inadequate and/or ineffective internal control activities – South African SMMEs, in general, are believed to make use of inadequate and/or ineffective internal control activities. For this research study, focus was placed on investigating the effectiveness of internal control activities used within South African fast-moving consumer goods (FMCG) SMMEs to combat occupational fraud risk. This was achieved by conducting a literature review (see Chapter 2) to assist in the development of a survey to, in turn, conduct empirical research by collecting quantitative data from respondents (see Chapter 3). All relevant quantitative data gleaned were analysed using both descriptive statistics and inferential statistics (see Chapter 4). Based on the analysed data, it was found that although implemented internal control activities in sampled South African FMCG SMMEs were customised, a few internal control activities assisted in the combating of occupational fraud risk while the bulk of internal control activities did not assist in combating occupational fraud risk. Stemming from the study conducted, the inference was made that the occurrence (realisation) of occupational fraud risk may be exacerbated by the implemented internal control activities in South African FMCG SMMEs due to their ineffectiveness.

Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge   Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding. Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers. Research questions: R1: What influence does monetary promotions have on brand awareness? R2: What influence does monetary promotions have on brand image? R3: What influence does non-monetary promotions have on brand awareness? R4: What influence does non-monetary promotions have on brand image? Hypotheses: H1: Monetary promotions of a brand influence brand awareness H2: Non-monetary promotions of a brand influence brand awareness H3: Monetary promotions of a brand influence brand image H4: Non-monetary promotions of a brand influence brand image   Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.   Conclusions: H1,H3 and H4: May from this study be supported. H2: May from this study be rejected.

In today’s constantly changing, fast-moving consumer goods (FMCG) retail market environment, it is imperative that retailers should focus on creating a pleasant shopping experience to differentiate their stores in order to achieve a competitive advantage. One of the strategies to achieve competitive advantage can be human variables. This study focused on the influence of human variables on consumers’ shopping experience in FMCG retail stores in Ekurhuleni. Therefore, this study expands the existing knowledge of human variables in the FMCG retail environment. Human variables in the context of this study comprise other customers and sales associates. Each of these human variables is made up of sub-variables. The sub-variables of other customers include crowding and social relations. On the other hand, the sub-variables of sales associates are sales associates’ availability, physical attributes of sales associates and behavioural attributes of sales associates. This empirical study was conducted with 400 FMCG retail stores consumers of the ages between 18 and 60 who reside in Ekurhuleni. The study followed a descriptive research design and quantitative approach in order to address the research objectives. A convenience sampling method and a mall-intercept survey by means of self-administered questionnaires were used to collect data. An exploratory factor analysis (EFA) was conducted in which the Likert scale statements in question 2 - 6 (see Appendix B) measuring different sub-variables of other customers and sales associates were subjected to a Principal Axis Factoring with Oblimin rotation. The results of the final EFA involved 13 Likert scale items. The test were conducted to validate the measures of human variables. The Principal Axis Factoring revealed five factors. These factors were social relations, behavioural attributes, crowding, physical attributes and sales associates’ availability. Therefore, reliability tests were conducted on the final items measuring the human variables. The results of this research study indicate that social relations, sales associates’ availability, physical attributes of sales associates and behavioural attributes of sales associates influence consumers’ shopping experience in FMCG retail stores in Ekurhuleni. However, the consumers felt neutral with regard to crowding. The test results of a chi-square for equal proportion revealed that all the five hypotheses (H1, H2, H3, H4, and H5) were supported as the proportions of consumers with regard to the influence of these sub-variables on their shopping experience were statistically different. Furthermore, ANOVA and F-test results for testing whether there were differences between demographics indicated that H1a, H2b and H5c were supported because there were statistically significant differences between genders with regard to the influence of crowding, between age groups regarding social relations, as well as between racial groups with regard to the influence of behavioural attributes of sales associates on consumers’ shopping experience. / Business Management / M. Com (Business Management)

Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales.   Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research.   Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.

Background and Problem: CSI is a topic with a limited amount of research despite it being a very relevant issue and that its counter pole CSR is one of today’s most popular subjects to study. In both areas there is a gap in the literature regarding the apparel industry where there CSI can be evident in many different aspects, especially in the production process. In the FMCG market, the demand for apparel that has been produced ethically has increased over the years. Still, the importance that the consumers place on ethical attributes in their purchase decisions is rather unknown. Purpose: The study's purpose is to investigate the young consumers’ emotions towards FMCG apparel corporations in order to see if CSI actions give them a negative attitude. It will further be explored to see if the attitude towards the corporations reflects in their intentional purchase behavior and their actual behavior. This will provide insight to the young consumers’ knowledge and interest for CSI, aiding corporations in their quest for excellence when it comes to consumer relationships. Method: This research is done through a deductive, qualitative research. A literature review is done to create a great understanding to the concepts of CSI, consumer attitudes and planned behavior. Four focus groups are conducted as a base for the empirical findings. Further, these two chapters are compared in an analysis to get an understanding about the young consumers’ attitudes towards corporations acting unethically and the affects it may have on their planned behavior. Conclusion: Based on the analysis, the study found clear evidence that the participants have a negative attitude towards corporations’ CSI activities. However, these attitudes did not, as theory suggests, have any effect on the participants’ intended and actual purchasing behavior. Instead it is shown that young consumers base their decisions on contextual factors, where the most significant one is price.