Cross-cultural Perspectives on Fast-moving Consumer Goods Branding Strategy: An Analytic Hierarchy Process Approach

Abstract

The main objective of this study is to identify the key parameters guiding branding strategy formulation within the diverse landscape of the fast-moving consumer goods sector across distinct cultures. A comprehensive review was conducted, and four evaluation criteria and thirteen corresponding sub-criteria were meticulously chosen and validated through expert opinions. Moreover, a structured survey was conducted among 40 seasoned brand managers and decision-makers in fast-moving consumer goods firms operating within the chosen cultures. The data were analysed using the analytic hierarchy process to fulfil the research’s aim. The findings highlighted the importance of target market selection, direct distribution channels, points of differentiation and sales promotions in cultures characterized by high uncertainty avoidance and individualism. Furthermore, communication, indirect distribution channels and the perceived quality of products emerged as crucial parameters in cultures with low uncertainty avoidance and a collectivistic orientation. These differences underscore the need to adapt branding strategies to cultural expectations rather than adopting a one-size-fits-all approach. This study contributes to practice by guiding culturally attuned strategies. Moreover, it provides resource allocation strategies, ensuring brand strategies are both budget-friendly and effective.