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Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.



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This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Euromarketing on 2 December 2009, available online:[


This paper explores the perceptions and the behaviour of consumers in Fast Moving Consumer Goods’ (FMCG) markets, with the objective of determining the nature of exchange in these markets. Adopting a qualitative approach to the research, ten focus groups were conducted among Irish consumers in FMCG markets. Emerging from the research are four dominant exchange situations that exist in FMCG markets. These exchange situations are classified as inconsistent transaction exchanges, distant committed exchanges, opportunistic interactive exchanges and reciprocal interactive exchanges. The dominant conclusion of this paper is that marketing strategies appropriate to these exchange situations need to be developed, where the focus of the strategies is on developing and nurturing bonds as they develop between consumers and brands, and encouraging consumers to engage in interactive behaviour with companies where it emerges that it is appropriate to do so. It is concluded that the mass adoption of relationship marketing strategies should decrease, and that marketing strategies suited to the nature of exchange as it exists with consumers should be developed and appropriately targeted.

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