The Influence of Consumer Preferences on FMCG Supply Chain Decision-making from an Omnichannel Perspective

Abstract

At present, the FMCG market accounts for more than half of global business, and consumers can obtain purchasing information anytime and anywhere from omnichannel. However, a critical obstacle that remains unsolved is how to combine FMCG purchases under the omnichannel with a more agile supply chain. In this paper, the focus is on the influence of consumer preferences on the FMCG supply chain from the omnichannel perspective, aiming to provide FMCG enterprises with a unique perspective from the consumer port and enhance their competitiveness in this industry. Therefore, based on the data collected from 250 respondents, consumers' preferences and behaviors were investigated, and the factors that impact consumer preferences were tested and validated through SPSS, to find out the essential factors that influence enterprise supply chain decisions. In addition, the strategic adjustment and optimization measures of the FMCG supply chain based on consumer preferences will be formulated. The survey demonstrates that most people are satisfied with social networks' purchase channels. Meanwhile, a personalized purchase with added value at the pre-sale and after-sales end is more desired. However, it is worth noting for FMCG supply chain decision-makers take measures to reduce the purchase risk caused by social networks.