International Journal of Multidisciplinary Research and Growth Evaluation  |  ISSN (Online): 2582-7138  |  Double-Blind Peer Review  |  Open Access  |  CC BY 4.0

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     2026:7/3

International Journal of Multidisciplinary Research and Growth Evaluation

ISSN (Online): 2582-7138 | Open Access

Digital Marketing’s Impact on Consumer Behaviour in FMCGs: A Case Study of National Milling Zambia (2021–2024)

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Volume: 6 | Issue: 5 | Pages: 19-26

Subject: Marketing

Country: Zambia

License: CC BY 4.0

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Abstract

This study examines the impact of digital marketing on consumer behavior within Zambia's Fast-Moving Consumer Goods (FMCG) sector, using National Milling Corporation Limited as a case study. Despite the growing use of digital tools such as social media marketing, mobile advertising, email campaigns, and influencer collaborations, there is uncertainty about the effectiveness of these strategies in influencing consumer behavior in the Zambian FMCG market. This research aims to address this gap by exploring the actual outcomes of digital marketing initiatives on consumer engagement, brand awareness, and purchasing decisions. 
The findings indicate that digital marketing especially through platforms like Facebook and WhatsApp has significantly improved customer interaction, information accessibility, and responsiveness compared to the pre-digital era. Consumers reported greater exposure to promotions, a better understanding of products, and increased trust and loyalty toward brands that actively engage online. Statistical analysis confirmed a strong positive relationship between digital marketing efforts and changes in consumer purchasing behavior. 
The study concludes that digital marketing plays an essential role in shaping modern consumer behavior in the FMCG sector. It recommends that companies like National Milling Corporation continue to invest in digital platforms while also retaining traditional marketing channels like radio to ensure inclusivity for audiences with limited digital access. These findings provide practical guidance for marketers aiming to maximize the effectiveness of their digital strategies in emerging markets like Zambia. 
    
 

How to Cite This Article

Faith Bwalya Nampasa, Lawrence Phiri (2025). Digital Marketing’s Impact on Consumer Behaviour in FMCGs: A Case Study of National Milling Zambia (2021–2024) . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 6(5), 19-26 .

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References

  1. 4. 8billionactiveonsocialmediahighlightingvastdigitalmarketingopportunities. Forexample, Coca-nusedpersonalizedlabelsandsocialmediainfluencerstobolsterconsumerconnectionsandincreasedsalesbyover2%incertainregions. Similarly, Alibabaemployedartificialintelligenceandpredictiveanalyticsforcustomizedadvertisingduringisalesof$84.54billionin
  2. 2021. In Africa, digitalmarketingadoptionisgrowingthoughunevenduetoinfrastructuregaps, digitalliteracy, andaffordabilitychallenges. Countrieslike Nigeria, South Africa, and Kenyademonstratesignificantprogress, integratingsocialmediaandmobileplatformstoengagetech-savvyurbanconsumersthistrend, usingsocialmediaand SMSmarketingtopromoteits M-Pesamobilemoneyservice, nowservingover30millionusers. Zambiahasexperiencednotabledigitalmarketinggrowthoverthepastfiveyears, withbusinessesincreasinglytransitioningfromtraditionaladvertisingsuchasbillboardsandprintmediatodigitalplatforms. Thisshiftissupportedbyimproveddigitalinfrastructure, risingsmartphoneusage, andlowerinternetdatacosts. By2023, morethan50%of Zambianshadinternetaccess, largelyattributedtomobileconnectivityandadigitallyactivemiddleclass. Akeymajor FMCGcompanyproducingmaizemeal, flour, andanimalfeed. Priorto2021, NMCreliedpredominantlyontraditionalmarketingmethods, butthe COVID-19pandemicpromptedapivottowarddigitalmarketingthroughsocialmediacampaigns, Whats App, andpersonalizedemailnewsletters. Despitetheseadvancements, concernsremainaboutthe Thereislimitedevidenceshowingthatdigitalcampaignshavesignificantlyinfluencedconsumerdecisions, loyalty, orsalesgrowth. Observationssuggestthattraditionalmarketingchannelssuchasradio, roadshows, andcommunityactivationsstilloutperformdigitaleffortsincertainareasofconsumerengagement[15,. Furthermore, thecriticalperiodfrom2021to2024markedbyaccelerateddigitaladoptionduetothepandemichasnotbeensufficientlystudiedtounderstanditsimpactonconsumerpreferencesandpurchasingbehaviorsin Zambia. Thelackofempiricaldatacreatesaknowledgegaphindering FMCGmarketersfromaccuratelyevaluatingthereturnoninvestmentoftheirdigitalstrategies. Thisresearchthusseekstoexploretheextenttowhichdigitalmarketinghasinfluencedconsumerbehaviorin Zamb FMCGsectorbetween2021and
  3. 2024. Withoutsuchanalysis, companiesriskinvestinginmarketingstrategiesthatdonotalignwithconsumerexpectations, potentiallyleadingtosuboptimaloutcomesinanincreasinglydigitaleconomy. Inconclusion, digitalmarketingrepresentsatransformativeindustryspecifically. Whiletechnologicalandinfrastructuralprogresshasenabledbroaderadoption, understandingtherealimpactonconsumerbehaviorremainscriticaltooptimizingmarketingstrategiesandachievingsustainedgrowthindigitalengagementandsales[1,2,. Methods Thisstudyappliedamixedmethodsapproachunderapragmaticphilosophy, combiningastructuredquestionnairesalesandmarketingstaffat National Milling Zambia(20212024\. Thedescriptivecasesfocusonshiftsinconsumerbehaviourbeforeandafterdigitalmarketingadoption. Datacollectionwasconductedphysicallyinretailoutletsandonlinevia Google Forms, withparticipationvoluntaryandconsentobtained. Quantitativedatawereanalysedusingdescriptivestatisticsin Excel, whilequalitativeresponsesunderwentthematicanalysisfollowing Resultsand Discussion Results Response Rate Thestudyrecordeda100%overallresponserateasshownin Table1and Table
  4. 2. Thisreflectsstrongparticipantengagementandsuccessfuldatacollectionefforts. Atotalof187participantscontributedtothestudy, comprising173respondentswhocompletedthequestionnaireand14participantswhotookpartinin-depthinterviews. Therewerenocasesofnon-response, asalldistributedinstrumentswerefullycompletedandreturned. Table1: Response Rate Questionnaires Response Rate Distribution Frequency Percent Responded173100%Nonresponse00 Total173100%Source: Author's Illustration International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com21|Page Table2: Response Rate Interviews Response Rate Distribution Frequency Percent Responded14100%Nonresponse00 Total14100%Source: Gender Participation Thequantitativesampleconsistedof173participants, andqualitativesampleconsisted14participants. Thetotalnumberofparticipantswas187participants. Fromatotalof187respondents,97werefemaleparticipantsrepresenting51.9%ofthepopulationwhereas90weremaleparticipantsrepresenting48.1%ofthepopulationasdepictedin Figure
  5. 1. Itisimperativeforresearcherstohaveabalanceofgenderinresearchasthislimitstheamountofbiasintheoutputofresultsandensurescomprehensiveandconclusivefindings. Thechartbelowdepictsthegenderdistributionoftherespondents. Source: Fig1: Genderof Respondent. Age Participation Fromthetotalof187participants, therewasadiverseagerangeofparticipantsinthestudy. Participantsintheagerangeof18to25consistedof17.6%ofthetotalpopulation, participantsintheagerangeof26-35consistedof36.9%ofthetotalpopulation, participantsintheagerangeof36-45consistedof24.6%ofthetotalpopulation, participantsintheagerangeof46-55consistedof10.2%ofthetotalpopulationandparticipantsintheagerangeof56andaboveconsistedof10.7%ofthetotalpopulation. Source: Fig2: Ageof Participants Understanding Digital Marketing Theresearcherestablishedthat56%ofthepopulationthatparticipatedintheinterviewhadextensiveknowledgeofdigitalmarketing,24%ofthepopulationhadaneutralstanceand10%didnotunderstanddigitalmarketing. Fromthequestionnaire, itwasestablished16.6%ofthepopulationstronglyagreedtohavingunderstooddigitalmarketing,42.8%ofthepopulationagreed,29.9%ofthepopulationhadaneutralstance,5.9%disagreedand4.8%stronglydisagreedtohavingknowledgeofdigitalmarketing. Thechartbelowdepictstheoutcomeofthefindingsfromthequestionnaire. Source: Fig3: Understanding Digital Marketingrating Asignificantproportionoftheoverallpopulationagreedtohavinganunderstandingofdigitalmarketing. Theconceptofdigitalmarketinghasevolvedwithchangesintechnologyandcommunicationstyles. Itisimportantforthegeneralpublictounderstandtheconceptofdigitalmarketingasitbringsenhancestherelationshipbetweenconsumersandproduct/serviceproviders. Thislimitsthelikelihoodofatenserelationshipasdigitalmarketingoftenbridgesbetweenformalandinformalcommunication. Pre-Digital Marketing Implementation Priortotheimplementationof Digital Marketing, National Milling Corporation Limitedusedtraditionalmarketingmediumsasaformofoutreachtoexistingandpotentialclients. Thequestionnaireandinterviewguideassessedthemediumsofoutreachthatclientshadwith National Millingpriortotheimplementationof Digital Marketing. Thequestionnairefurtherassessedclientpurchasefrequencyandproductawarebeforeandaftertheimplementationofdigitalmarketing. Customer Engagementbefore Digital Marketing Traditionalmarketingmediawereusedbeforetheimplementationofdigitalmarketing. Itinvolvestheuseofcommunications, includingradio, television, newsletters, billboardsorad-spacesinphysicallydistributedmediasuchasmagazinesandnewspapers. Fromthequestionnaire, itwasestablishedthat31%ofthepopulationhadcomeacross National Millingadvertisingontheradio,24.6%ofthepopulationhadcomeacross National Millingadvertisingthroughreferrals(wordofmouth\,21.9%hadcomeacross National Millingadvertisingfrom In-storeadvertising/promotions,9.6%hadcomeacross National Millingadvertisingontelevisionand12.8%hadcomeacross National Millingadvertisingthroughphysicallydistributedmediasuchasnewspapersandmagazines. Thechartbelow International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com22|Pagedepictstheoutcomeofthefindingsofthequestionnaire. Source: Fig4: Customer Engagement Before Digital Marketing Purchase Frequency Purchasefrequencyistherepeateddecisiontosourceandconsumeproductsbasedonseveralfactorsincludingtrustandattitudetowardstheseproducts(JDumotieretal.,2017\. Withregardtothestudy, purchasefrequencyreferstotheincreaseinpurchasingfromnewandexistingclients. Fromthequestionnaireitwasestablishedthat40.1%ofthepopulationfrequentlypurchased National Millingproducts,25.2%occasionallypurchasedproducts,17.6%rarelypurchasedproductsand17.1%alwayspurchasedproductsbeforetheimplementationofdigitalmarketing. Thechartbelowdepictstheoutcomeofthefindingsfromthequestionnaire. Source: Fig5: Purchase Frequency Before Digital Marketing Brand Awareness Prior Digital Marketing Brandawarenessreferstohowawarecustomersandpotentialcustomersareofabusinessanditsproducts. Withregardtothestudy, brandawarenesswillrefertoexistingandpotentialcustomerknowledgeof National Millingproductspriortotheintroductionofdigitalmarketing. Fromthequestionnaire, itwasestablishedthat10.7%ofthepopulationhadaveryhighawareness,26.7%hadahighawareness,41.2%hadamoderate,19.3%hadalowawarenessand2.1%hadaverylowawarenessofthe National Milling Brands. Thechartbelowdepictsthefindingsfromthequestionnaire. Source: Fig6: Brand Awareness Before Digital Marketing Post Digital Marketing Theimplementationofdigitalmarketingat National Milling Corporationhashadanimpactonseveralaspectsofthebusiness, includingcustomerengagement, perceptionandpurchasingbehaviour/frequencyandbrandawareness. Thequestionnaireandinterviewguideexploredtheseaspectstoestablishedtheimpactofdigitalmarketingon National Milling Corporation. Customer Engagement Customerengagementistheongoinginteractionandrelationshipbetweenacustomerandabrandorcompanyextendingbeyondasingletransaction. Customerengagementemotionalinvestmenttoaparticularcompanyorbrand. Fromthequestionnaireitwasestablishedthat16.2%ofthepopulationhavehighengagementwithdigitalcontent,31.8%ofthepopulationindicatedthattheyoftenengagementwithdigitalcontent,23.1%indicatedthattheysometimesengagewithdigitalcontent,15%ofthepopulationindicatedthattheyrarelyengagewithdigitalcontentand13.9%indicatedthattheyhaveneverengagedwithdigitalcontentfrom National Milling. Thechartbelowdepictstheresponsesfromthequestionnaire. Source: Fig7: Customer Engagement After Digital Marketing Digitalmarketinghasapositiveimpactoncustomerengagement. Thefindingsabovecoincidewithseveralstudiesconductedthatdepictapositiverelationshipbetweendigitalmarketingandcustomerengagement. Digitalmarketingimpactscustomerengagementinapositivemannersuchasimpactingcustomerpurchaseintentions. Furthermore, digitalmarketinghasapositiveimpacton International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com23|Pagecustomerexperiencewhichoftenimpactscustomerretention. Consumer Perceptionof Digital Marketing Customerperceptionreferstocustomerbeliefsformedaboutabrand, productoraservice. Inthecontextthestudy, customerperceptionwasassessedbyevaluatingcustomerdigitalmarketingcontent. Fromthequestionnaireitwasestablishedthat29.4%ofthepopulationdescribedtheinformativenatureof Nationalasgood,24.6%describeditasfair,7%describeditaspoorand5.9%describeditasverypoor. Thechartbelowdepictstheresponsesreceivedfromthequestionnaire. Source: Fig8: Customer Perception Digitalmarketinghasaninfluenceoninformationavailabilityandconsumption. Theimplementationofdigitalmarketingtoprovideinformationtoclientsacrossaspecifiedrangecaninmostcasesbeadvantageoustothoseimplementingitaswellasthosethatseekknowledgethroughinformationabouttheproductorservice. Consumer Purchase Behaviour Customerpurchasebehaviourreferstotheactions, decisions, andprocessesindividualsgothroughwhenselecting, buying, using, anddisposingofproductsorservicestosatisfytheirneedsandwants(Duffet,2015\. Fromthequestionnaire, itwasestablishedthat66.8%ofthehadanimpactontheirpurchasingbehaviour,17%suggestedthatitmayhavehadanimpactand16%suggestedthatitdidnothaveanimpactontheirpurchasingbehaviour. Source: Fig9: Consumer Purchase Behaviour Brand Awareness Post Digital Marketing Brandawarenessistheextenttowhichconsumersarefamiliarwiththequalitiesorimageofaparticularbrandofgoodsorservices. Inthecontextofthestudy, brandawarenessreferstocustomersknowledgeofmultiplebrandsthatareofferedby National Millingoutsidetheonesfrequentlypurchasedbythem. Fromthequestionnaire, itwasestablishedthataftertheimplementationofdigitalmarketing27.3%ofthepopulationhadaveryhighbrandawarenessof National Millingbrands,37.4%hadahighawareness,16.6%hadmoderateawareness,13,4%hadlowbrandawarenessand5.3%hadverylowbrandawareness. Thechartbelowdepictstheresponsesfromthequestionnaire. International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com24|Page Source: Illustration Fig10: Brand Awareness After Digital Marketing Implementation Digitalmarketingisimportantasithasahighimpactonbrandawareness. Customersandpotentialcustomersoftenreasonablesenseofbrandawareness. Itisimperativetoutilizedigitalmarketingtoraisebrandawareness. Digital Marketing Integrationby National Milling Findingsfromtheinterviewrevealedthat36%ofrespondentsindicatedthatdigitalmarketinghasbeenimplementedat National Milling Corporationforapproximatelyfiveyears. Additionally,29%reportedadurationoffouryears, while28%citedthreeyears. Asmallerproportion,7%, notedthatdigitalmarketinginitiativeshadbeeninplacefortwoyears. Thesevariationssuggestaprogressiveintegrationofdigitalmarketingpracticesovertime, reflectingdifferinglevelsofawarenessordepartmentalinvolvementamongemployees. Digital Marketing Tools Employed Thefindingsrevealedthattheprimarydigitalmarketingplatformsutilizedby National Milling Zambiaare Facebook, Whats App, and, toalesserextent, Linked In. Facebookemergedasthemostdominantandwidelyusedplatform, consistentlycitedbyrespondentsashighlyeffectiveforpromotions, customerengagement, andgatheringfeedback. Whats Appwasalsohighlightedasakeytool, particularlyvaluedforitsabilitytofacilitatedirectcommunicationwithcustomers, sharepromotionalcontent, andrespondtoqueriesquicklyandpersonally. Whilenotasprevalent, Linked Inwasmentionedbyafewparticipants, suchasthebakeryspecialistanddepotassistant, asaplatformforprofessionaloutreachandbusiness-to-business(B2B\engagement. Thesefindingstheiraccessibilityandwidespreadusageacrossthecountry. Thefindinghasbeenillustratedinthechartbelow. Theeffectivenessof Digital Marketing Toolsin Influencing Purchase Decision Thefindingsofthestudyrevealedseveralsignificantinsightsintotheimpactofdigitalmarketingonconsumerbehaviorat National Milling Corporation. Increased Salesand Online Traffic Anumberofrespondentsobservedaclearlinkbetweensocialmediapromotionssuchaspricereductionsandproductlaunchesandincreasedsalesvolumes. One Depot Supervisorconsumerresponsetodigitalcampaigns. Customer Feedbackand Engagement Socialmediaplatforms, particularly Facebook, werefoundtofacilitatereal-timefeedback, therebyenhancingproductvisibilityandresponsivenesstoconsumerneeds. Asstatedbyshareviewsandofdigitalplatformsincreatingacontinuousfeedbackloop. Identified Challenges Despitethenotedbenefits, theeffectivenessofdigitalmarketingeffortswashinderedbyseveralchallenges. Technicalbarrierssuchaslimitedinternetconnectivityandalackofinternaldigitalmarketingexpertiseaffectedconsistencyincampaignexecution. Additionally, inadequatemanagementsupportbothintermsoffinancialresourcesandlogisticalcapacitywascitedasalimitingfactorinscalingupdigitalmarketinginitiatives. Emerging Themes Twodominantthemesemergedfromtheanalysis. First, althoughdigitalmarketingtoolsdemonstratedhighimpact, theirpotentialremainsunderutilizedduetoinfrastructuralandorganizationalconstraints. Therewasaclearshiftfrompassive, one-directionalcommunicationcharacteristicoftraditionalmedia, toactive, two-wayengagementenabledbydigitalplatforms. Second, promotionalcontent, especiallytime-sensitiveofferslikediscounts, provedparticularlyeffectiveinpromptingconsumeraction. Theadoptionofdigitaltoolscontributedtothegeographicalexpansionofmarketingreach, allowingthecompanytoconnectwithconsumersbeyondurbancenters, includingthosein International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com25|Pagepreviouslyunderservedregions. Comparisonof Consumer Behaviour Pre Vs Post-Digital Marketing Acomparativeanalysisofthemarketinglandscapeat National Milling Corporationbeforeandaftertheadoptionofdigitalmarketingpre-vs. postrevealsasignificanttransformationincustomerengagementandcommunicationdynamics. Pre-Digital Era Duringthisperiod, thecompanyprimarilyreliedontraditionalmediachannelssuchastelevision, radio, andprintadvertisements. Whiletheseplatformsofferedsomelevelofvisibility, theyfosteredlimitedconsumerinteractionandoftenfailedtoprovidesufficientproductawareness. One. customerfeedbackwastypicallyobtainedthroughin-storeinteractionsortradefairs, resultingindelayedcommunicationandslowerresponsivenesstomarketneeds. Post-Digital Era Followingtheintegrationofdigitalmarketingplatforms, thecompanyexperiencedamarkedimprovementinreal-timecommunicationandcustomeroutreach. Socialmediachannels, particularly Whats Appand Facebook, enabledinstantresponsestocustomerqueriesandfacilitatedbroaderdisseminationofproductinformation. Arespondentinthelearnedprodengagementbecamemoredynamic, withincreasedinteractionthroughcomments, shares, anduser-generatedcontent, signifyingashifttowardsparticipatorymarketing Discussion Thisstudyexaminedconsumerbehaviortowards National Milling Corporation(NMC\productsbeforeandaftertheadoptionofdigitalmarketingstrategies. Theresultsdemonstrateaclearshiftinconsumerengagement, purchasingbehavior, andbrandawarenessfacilitatedbydigitalmarketinginterventions. Pre-Digital Marketing Consumer Behavior Beforetheimplementationofdigitalmarketing, consumerengagementwith NMCwaspredominantlythroughtraditionalmediachannels. Radioemergedasthemostinfluentialmedium, reaching31%ofconsumers, reflectingitscontinuedrelevanceinareaswithlowerinternetaccessandamonglower-incomepopulations. Thissupports Kotlereffectiveness, particularlyinperi-urbanandruralcontexts. Additionally, word-of-mouth(WOM\andin-storepromotionsplayedsignificantroles, underscoringtheimportanceofpeerrecommendationsandpoint-of-sale. However, traditionaladvertisinghadlimitations. Brandawarenesswasmoderate, withonly10.7%ofrespondentshavingveryhighawarenesslevels, indicatingthattraditionalmedia'sone-waycommunicationandlimitedreachconstrainedcomprehensivebrandknowledge. Consumerpurchasingwassomewhatvariable, withanotableportiononlyoccasionallyengagingwiththebrand, illustratingmoderatebrandloyaltybutpotentialfordeepermarketpenetration. Post-Digital Marketing Consumer Behavior Followingtheadoptionofdigitalmarketing, especiallyleveragingplatformslike Facebookand Whats App, consumerengagementmarkedlyincreased. Resultsrevealedthat71.1%ofrespondentsengagedwithdigitalcontentatleastoccasionally, demonstratingthatdigitalmediaplatformsenablemoredynamic, personalized, andinteractiveconsumer-brandinteractions. Thisalignswith Tiagoand Ver?ssimoand Kaplanand Haenlein, whoemphasize-waycommunicationandenhanceemotionalandbehavioralbrandinvestment. Brandawarenessalsoimprovedsignificantlypost-digitaladoption. Veryhighawarenessnearlytripledto27.3%, reflectingtheamplifiedbrandvisibilityaffordedbyrepeated, targeteddigitalcontentexposuresinsocialmediaargumentontheroleofdigitalmarketinginstrengtheningbrandequitythroughenhancedrecallandbrandassociation. Regardingpurchasingbehavior,66.8%acknowledgeddigitalcontentinfluencedtheirbuyingdecisions, highlightingchoicesthroughimmediacy, visualappeal, andinteractivity, corroborating Duffett. Thisevidenceillustratesapositivetransformationinconsumerresponsivenessfacilitatedbydigitalplatforms. Significanceofthe Study Thisstudyprovidescrucialempiricalevidenceontheimpactfast-movingconsumergoods(FMCG\sector, arapidlyevolvingandcompetitivemarket. Theinsightsgainedarevaluablefor National Milling Zambiainoptimizingdigitalmarketingstrategiesandimprovingreturnoninvestment. Additionally, thefindingsofferpracticalguidanceformarketingprofessionals, policymakers, andeducatorsin Zambiaandsimilardevelopingeconomies. Thestudysupportskey United Nations Sustainable Development Goalsbypromotingdigitalinnovation, economicgrowth, andresponsibleconsumption. Academically, itaddressesasignificantgapbyexploringconsumerengagementbeforeandafterdigitalmarketingadoption, therebyenrichingmarketingtheoryinadevelopingcountrycontext. Limitations Zambia, maylimitthegeneralizabilityoffindingsacrossthebroader FMCGsectorduetofirm-specificfactors. Therelianceonself-reportedconsumerdataintroducespotentialrecallandsocialdesirabilitybiases, whichmayaffecttheaccuracyofresponses. Additionally, thecross-sectionaldesigncapturesconsumerbehavioratonepointintime, restrictinginsightsintolong-termeffectsandevolvingtrendsrelatedtodigitalmarketingadoption. Conclusion Basedontheresultsofthisresearch, itcanbeconcludedthatdigitalmarketingisaneffectiveandstrategictoolforenhancingconsumerengagement, brandvisibility, andsalesgrowthinthe FMCGsector, makingitsintegrationessentialforsustainedcompetitiveness. International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com26|Page Reference
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Publication Information

Journal: International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE)

Publisher: Anfo Publication House

ISSN: 2582-7138 (Online)

Frequency: Bimonthly

Language: English

Open Access: Yes - This article is distributed under the terms of the Creative Commons Attribution 4.0 International License

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