Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables. The growth of the internet over the past quarter century and the rise of the brand community phenomenon has contributed greatly to demand. According to the AGOF internet facts, 73% of Germany’s population is online. Additionally, 83.7% of internet users claim to use the web to search for information and 68.3% shop online. Vendors use this to their advantage to connect with consumers and market their goods. This can then be used to target those consumers who show high identification with a specific brand or good. Marketers of FMCG have discovered this capability and are using it to build relationships with their customers to understand what they want.
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